Last Updated on 9 months by soonxindisplay
Nowadays, enterprises face numerous market opportunities, and they can provide different Personalization Products for the market with pertinence. Marketers can expand customer value by creating or promoting customer situational experience. Marketers can also offer personalized marketing products or services to enhance customer value in line with individual customers’ situational expertise.
For general commodities, there are always differences, but they are different in size, strength, and weakness. Slight differences in different products may lead to differences in the number of customers. These differences are merchants’ personalization products, which other products can not replace, and these unique places often attract some customers’ attention. As a result, merchants get a group of loyal customers. Suppose enterprises want to develop healthily for a long time.
In that case, they should have more personalized things, whether in product function, quality of service, marketing, and other aspects, should make customers feel irreplaceable. To achieve the effect of “standing out from the crowd” is the highest goal that enterprises pursue. Nike’s personalized marketing is worth using for reference.
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Marketing case analysis of Nike
Nike was founded in the 1960s, when CEO Phil Knight decided that there would be a market for high-end and high-quality running shoes, so he launched a revolution in the footwear industry. Nike successfully entered the top 10 among more than 1000 companies in the United States in the Fortune magazine rankings from 1986 to 1996. Today, the company has grown into an international company that produces sports equipment, hosts golf tournaments, and sells sportswear.
How did Nike achieve such a good result? Daring to take risks, breaking the rules, and being original are essential for enterprises’ creation of miracles.
In the early days of its founding, Nike mainly produced sporting goods, and Nike employees all had the same goal in mind: to beat Adidas and let more and more athletes wear high-quality and low-price running shoes made by Nike-Tigers .Nike’s Personalization Products.
By the early 1970s, jogging fever was on the rise, and thousands of ordinary people began to wear sneakers because sneakers are comfortable to wear and represent a symbol of health. Sneakers became popular. Nike seized this rare opportunity to enter the field of sporting goods, but the “iron triangle” led by Adidas did not grasp this trend.
In 1974, Coach Bowman fiddled with a kind of urea rubber in waffle’s iron mold to make a new type of sole. There are also small rubber nails on the soles, making the sneakers more resilient than similar products.This small change reflects the personality of the enterprise’s products and the importance and recognition of the enterprise to the customers. As soon as the product hit the market, Nike’s assets soared from $8.3 million to $14 million.
Since then, Nike provides customers with more shoes; companies have spent a lot of money recruiting talents. For example, their enterprises’ personnel study biology and study chemistry, engineering technology, industrial design, and other professionals. These talents have enhanced the R & D strength of the enterprise and have produced more than 140 different styles of products, many of which are the most novel in the market, the most advanced in technology. These styles strictly designed according to different foot types, weight, running speed, training programs, genders and different technical levels as Personalization Products.
These Personalization Products with different styles, prices, and various uses attract many sports enthusiasts, who feel that Nike’s effects are too complete, and all kinds of styles always dazzle them. Nike provides customers with the most thoughtful service by creating personalized products, and Nike’s brand image is remembered deeply in every customer’s psychology.
Nike has become a giant in the shoe industry in just a few years by continuously providing customers with personalized products. In 1979, by planning the launch of new products and their strong promotion, Nike had a 33% market share and finally squeezed into the “iron triangle” market originally built by Adidas, Puma, and Tiger to become a sales star. By 1981, its market share had even reached 50%, far ahead of Adidas, and Knight himself was among Forbes magazine’s 400 wealthiest Americans.
It can see that through continuous innovation and the production of products with their characteristics, enterprises can attract more customers’ attention and get more customers’ love. Of course, in addition to Nike’s efforts to reflect the uniqueness of the product itself, we can also make efforts to reflect Personalization Products in other aspects of product production.
Tell stories, sell feelings, and reach users directly
Nike has many classic shoes, and each shoe can create a story. Its classic design and the nostalgia of the public can be combined to attract target users more effectively. For example, one of the most classic jogging shoes in Nike history-“Forrest Gump,” because A Gump wore these shoes in the movie “Forrest Gump” and traveled all over the United States.
Since then, Cortez has become popular all over the world. The most classic line of Forrest Gump in the movie is “Life is like chocolate, you never know what the next piece will taste”. This feeling very cleverly hits the nostalgia of consumers, which also made Forrest Nike. Shoes continue to be a hot market and Personalization Products for customers. Including Nike [Air Force One], it is also due to the deep feelings of consumers for the brand that has become popular so far.
Highlight the individualization of the image emphasize personalization products
For example, some enterprises use the media’s publicity to establish an excellent idea in the eyes of customers so as to have a preference for the products of the enterprise, once needed; they will not hesitate to choose to buy the effects of this enterprise. Let’s say that the product of the enterprise is based on the internal quality and personality for customer service.
The personalization of the corporate image is to attract customers with the exterior of the product. For example, in the film industry, almost everyone knows the yellow of Kodak, the green of Fuji and the red of Lucky. This is the difference in color of image differentiation. For example, in the liquor industry, there are differences between Maotai’s state banquet wine image, Jiannanchun’s Tang Dynasty wine image, and Luzhou laojiao’s historical vicissitudes of life. Kinds of Poster stands Has played a very good promotion effect in customization. And SOONXIN DISPLAY special in brand custom for more than 10 years, click here to learn more if necessary.
Highlight the geographical superiority remind personalization products
For example, the rice in Northeast China is good, so it sells well. The best-seller in Thailand is fragrant rice. In customers’ eyes, the country of origin is rich in such high-quality raw materials, and then the products produced there must be better than other similar products in quality.
For unique customer groups emphasize personalization products
Different products are adapted to other customer groups, so customer groups should be considered in enterprise positioning. When promoting the product, we can directly publicize to these customer groups so that the product will leave a deep, indelible impression in these customers’ hearts.
Highlight the individuation in the use of the product
For example, toilet paper, paper towels, wipes are used on different occasions, through this subdivision will also win a part of the customer base.
Of course, the Personalization Products can also be shown in terms of service and marketing. If enterprises are required to use their brains and think flexibly from multiple angles, they will undoubtedly be able to find the product’s attractive personality.
