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Target Market :Males aged 18 – 35 yearsPassionate basketball playersProfessional athletesMIG and HIG income groups

Positioning statement : “Don’t just watch Jordan, become one of Jordan”

Segmentation: Geographic- in India only men’s Jordans are available and not for women unlike in the US.

Demographic- Based on gender, age, occupation & income

Psychographic- Active lifestyle and passion for basketball.

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• The Air Jordan 1 paved the way for colorfulbasketball sneakers to differentiate itselffrom other basketball shoe brands.

• Shoes boasted of enhanced air flow andwere made of light weight materials.

• Each shoe of the ’Jordan signature shoes’has the original signature of ‘MichaelJordan’ on it. 5

• Brand Proliferation- Nike gave Jordan andhis signature line of sneakers and apparel aunique logo.

• Air Jordan shoes had thicker heelcushioning, padded foam ankle collars foradditional protection and a toe overlay foradded lockdown/grip.

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Manufacturer

Importer

Retailer

Consumer

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Nike uses skimming pricing for its Air Jordan series.

It introduces its variants in several price ranges, from $ 110- $160 while prices can go as high as $ 200 for special edition pieces.

After an average of 3 months from its launch, prices are slashed.

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The fines paid by Nike sparked awareness of the product which is the firstobjective in the AIDA model. The Air Jordan became the industries bestsellingbasketball shoe.

Post the NBA ban, Nike made a 30 second commercial that simply said:“On September 15, Nike created a revolutionary new basketball shoe. OnOctober 18, the NBA threw them out of the game. Fortunately the NBA can’tstop you from wearing them”.

These ads were aired during prime time television hours. The campaign is still oneof the most successful ad campaigns of Nike. This method of Promotion can bedescribed as Mass selling.

Nike targeted a large number of potential customers by using one of the greatestbasketball players as an endorser of the Air Jordan.

Nike uses its ad campaigns to provide awareness and to grab the attention of itspotential consumers by way of using aspirational appeal or humour appeal in itsads.

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Stage1: Introduction stage of the product lifecycle will last atleast for threeweeks.

Stage 2: In the growth stage , to increase the sales we will advertise differentvariants of our product, with similar print ads to show our diverse product line.

Stage3: In the maturity stage, we plan to introduce offers on the shoe likediscount of the second air Jordon purchased, contests to keep the sales going.

Stage 4: In the decline stage we reduce the price of our product based on howold the shoe model is and we finish our stock of old variants and launch new onesevery 8 months and enter into the new Introduction phase.

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Made bySwati, Chandan, Punit, Pratik, Jyoti and

Nishant

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