Question

BUS115 Module 4 Assignment - Table Template

Student Name:

Overview

In this assignment, you will describe the consumer buying process of a significant purchase.

Additionally, using different models of basketball shoes, you will identify target markets. You will breakdown the marketing mix (Product, Price, Place, Promotion) for each segment, identifying each element including pricing strategies and tactics.

INSTRUCTIONS

Select a product, one that would be a more significant household purchase (a big ticket item) than an everyday product. Describe the consumer buying process covered in module readings as it relates to this purchase.

Using a table, as the sample in the assignment instructions in Module 4 Content shows , fill in the table to demonstrate how basketball shoe models are marketed to different target market segments, including how the marketing strategies (price, place, and promotion) are tailored to reach that segment.

Include a paragraph summary explaining how the marketing mix differs for each segment in the chart.

NOTE: Market segments break down a larger market into smaller, more homogenous groups using demographic (age, gender, education, income), geographic, psychographic (consumer based interests or activities), and behavioral (usage, buying habits) characteristics. The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering.

Market Segment	Product	Pricing (Strategies and Tactics)	Place	Promotion	Notes
	Air Jordan Trophy Room 23
	Nike Kobe A.D.
	Adidas Originals Pro Model
	Boy’s S Sport by Sketchers Lapse Athletic Shoes

Be sure to:

Use the Assignment 4 Word Document Table Template to help you complete this assignment.

Incorporate in-text citations and correctly formatted reference(s), to properly document your resources. Relate to Module 4 Course Readings.

Use proper grammar, spelling, and formatting.

Answer 1

Market Segment	Product	Pricing (Strategies and Tactics)	Place	Promotion	Notes
Upper class Individuals with higher disposable income. (belonging to a rich family)	Air Jordan Trophy Room 23	Charging high premium for the brand name.	Mickle Jordan exclusive showrooms and Online retailers	Print advertisement, Events, experiences and Public relations
Upper to upper middle class sports people (more focus on basketball) looking for wide range of color options	Nike Kobe A.D.	Value based pricing with being a market leader	Nike exclusive showrooms and Online retailers	Advertisement, Events, sponsorships, Online campaigns
Upper middle class youth looking for trendy options for day to day usage	Adidas Originals Pro Model	Competitive pricing	Adidas exclusive showrooms, Online retailers and Multibrand showrooms	Advertisements, Strategic product placements in multibrand stores, Sponsorships and sales & trade promotions
Middle class boys involved in athletic activities	Boy’s S Sport by Sketchers Lapse Athletic Shoes	Penetration pricing to increase market share	Online retailer and multibrand retail shops	Advertisement and Sales Promotions

The above table is the representation of the marketing mix of given products.

To bring out the differences, from the above analysis we can observe the following:

1. Target segment for Air Jordan is high worth individuals whereas the target segment of other three brands vary from upper middle class to middle class individuals.

2. Their pricing strategies are very different in each case. Nike's being the market leader focus is on perceived value of their product, Adidas focus on competitive pricing strategy to give competition to its competitors in the same product range and Sketchers follows more of penetrations pricing and hence keep the price of their product low to increase market penetration. Air Jordan on the other hand utilizes best use of its brand name and charges high premium from its customers.

3. All the four products are available on the online e-commerce platforms. But, there is a huge difference in the offline channels. Nike and Air Jordan shoes are only available in the company exclusive showrooms. Adidas offers both exclusive and multi-brand showrooms. Whereas, Sketchers is mostly present with multi-brand retailers with negligible presence as company exclusive showrooms.

4. Considering the promotion activities Nike is the most active of all in promotional activities of its brand followed by Adidas. Sketchers lag behind all the 3 brands in terms of marketing expenses. Moreover, Nike and Air Jordan both have high spending in marketing activities involving famous sports people in their marketing campaigns and advertisements.