Ch. 12-Services and Nonprofit Organization Marketing

Air Jordan shoes tangible features such as colorways and different fabrics and textures creates an intangible feeling and experience when one is wearing them. The lifestyle is felt when you put on a pair of Air Jordan's. The search quality can be fairly easy and informative for one to look up where and when to buy a pair of shoes. The experience quality varies from shoe to shoe on different releases. Some Air Jordan shoe products are made top of the notch quality for durable wear, where other products coming out are very cheap in fabrics and production and are easily ruined. This creates difficulty within the credence quality aspect for Air Jordan's, mainly for new product consumers not knowing what to expect. The gap model usually helps new and frequent consumers translate the expected quality of the core service before and after purchasing a pair of Air Jordan's.

SOURCE : WHY OG's ARE BETTER THAN RETRO"S??

OG vs RETRO 

Ch. 11- Developing and Managing Products

The development in Air Jordan's are simple. They re-release old pair of Jordan's from years ago with a retro twist to it. The attention brought from previous release of the original pairs prepares them with a better analysis and is used for test marketing. So if one shoe sells out then the new retro pair to ensure everyone has an equal opportunity to receive a pair at market price but still create a balance in number so consumers still want a pair of shoes.This product has just recently in the past few years gone from the growth stage to maturity stage so with a better business analysis they can prolong this stage of maturity before hitting the decline stage. For example, when the White Cement 4's OGs (original) released in 2016 they produced a lot more pairs then they needed to due to the "hype" the preceded around it, although all pairs did sell out the quality on the shoes suffered. So the declining stages of the brand of Air Jordan Shoes might be closer than it seems. Air Jordan always are trying to put new ideas in product development but in the end, majority of loyal branded consumers never buy them and only buy the original Jordan but in retro releases. One can tell no one is buying it because they are always still on the shelf for the same price and never sells out while usual retro jordans sell out after a couple of days.

JORDAN NEW XXX still sits in stores for 200$

Ch. 8 - Segmenting and Targeting Markets

Majority of Air Jordan's market segment targets a specific segmentation bases including teenagers, and basketball players. The major market target are for teenager's, creating a demographic segmentation Parents from certain background sometimes usually buy Air Jordan's for their kids also due to different reason's. Reasons might include they might have worn the Jordan's when they were young, or even maybe wanting them but couldn't have them so they could buy Jordan's for their children. The target market also has a very niche market attracting young teenagers and parts of the fashion sneaker community. The psychographic segmentation of Air Jordan's is when the consumers, usually teenagers buy and wear Air Jordan's they might feel superior, or more fashionable creating a perceived lifestyle.

Ch. 15- Marketing Communications

Communication plays a large part for marketing for Air Jordan's. The brand uses different channels of communication including a verbal and visual to advertise. Poster boards and commercial varies in explaining a message and demonstrating a message while promoting using images and iconic symbols. (Air Jordan Russel Westbrook 2016 commercial) All the advertisements are based of the pull strategy, stimulating the mind of consumers to buy more product. The promotional mix includes consumers personal selling, advertisements, and publicity in the media. Air Jordan's have been on the news multiple times in the case of people getting hurt, robbed or even killed over buying a pair of Jordan's. The publicity creates a "hype" and demand for the shoes.
Teen killed over Air Jordans
Teen's arm got severed over Air Jordans

Ch. 10 - Product Concepts

Jordan brand has a product line depth that varies to convenience products to specialty products creating a product mix for each target consumer. The convenience products are somewhat inexpensive compared to the specialty products that usually sell out in men sizes on the first couple days of releases and sometimes even hours after release times. These convenience products of Jordan's can be found in most retailers in unlimited amount of quantities and purchase. As for the specialty products, a consumer can only buy one pair at a time for a more expensive price and are sold with an exclusive number of production per release. The specialty products that Jordan shoes release are modifications of previous release's from years ago. This action of product modification results in the term "RETRO" Jordan's.

Shoe cards that come with the specialty products that identifies to the consumer its a special product not just a regular pair of Jordan's.

Ch. 17 - Personal Selling and Sales Management

Nike uses very little sale management due to the fact the Jordan brand name has already built a name for itself. The brand is not very sales oriented, and does not have to be because of the marketing and branding the consumers did for them. In fact the only interaction made with consumers and the company are by giving the created list release dates and shoe of up to a whole year with very few surprise releases within the set quota of specific shoes being produced. These lists are not even promoted by Nike but giving to reliable sources as a way of creating anticipation and not a promise. Jordan brand is still making over $100 Million dollars of year without the need of attacking sales promotion. Personal selling comes into play into the market of re sellers and sneaker group cultures not from the company Nike itself, but the consumers. The consumers creates the sales management for the company. The company usually comes out with a quota of how much shoes will be produced to sell worldwide which in most scenario's sell out on first few release days which leads to the market of sneaker collectors buying and selling shoes. Nike does not state that they use knowledge management from consumers, but it can be assumed that they retrieve information from  sales numbers, outrageous lines, and how fast they sell to predict the value of the shoes for next retro releases. The demand that is created after they sell out one year helps Nike know how much to produce and sell the retro version of the same shoes a few years later, and attack sales differently.

Sneaker Con ( Sneaker Convention for Buying and Selling )

Ch. 16 - Advertising, Public Relations and Sales Promotion

Air Jordan's have sale promotion billboards for consumer sales promotion that includes only the release date and Jordan shoe number or even sometimes a picture of the newest shoe.

The public relation of the brands name and consistency of publicity allows the company to flourish in advertising. Public relations and publicity such as the sponsors for top NBA basketball players including Chris Paul, Carmelo Anthony, Blake Griffin, Ray Allen, and Russell Westbrook. Not only does the brand sponsor all these athletes but are also promoting by giving famous celebrity pairs of Jordan's to wear or making Collaboration's with there name on it, creating a unique selling proposition for it's media mix. The frequency of consumers seeing the brand of shoes in the streets of regular citizens to famous people play a major roll in promotion and advertising and creates a demand for Air Jordans.

Macklemore X Jordan "Wing 12's" Releasing 12,000 pairs April 2016, designed and sent one pair of sample to Macklemore.

Kobe X Jordan Package Released sold for  $240,100.00 USD at an auction on ebay