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 )