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Parker said: "we and Apple common pursuit is to rely on the extraordinary design and innovation, the creation of a new consumer experience that changed the way people run, so that running process more wonderful. ”
Interpretation of "NIKE + iPod" marketing strategy
How to join by brand, forming strategic alliances, the optimization and upgrading of their own, many large enterprises in brand management process often involves the problem. But if you want to know how to develop new revenue streams and customer relations, look at Nike (NKE, 81.05, + 0.02%) and Apple (AAPL, 303.85-1.29%) of the company's strategic alliances.
This campaign components include built-in sensor in the shoes and iPod connection of receiver, in this way, the iPod can store and display the movement of time, distance, calorie consumption values and stride, etc data, users can also use the headset for the real-time data.
Two large company CEO thinks that this cooperation is more extensive cooperation in the future. Although neither clearly indicates that the next product direction, but both sides have hinted that a future product direction will be full of imagination, and you will get good business development.
2. to meet the needs of consumers with a clear, with a completely new experience to stimulate consumers ' desire to buy;
Jobs said that participating in such cooperation is fun, especially before the technology for a total lack of contact with the ground. While consumers are attracted by such products. This makes our work more worthwhile. At the Park that connects two completely different products created by the potential is huge.
"NIKE + iPod" marketing strategy
In fact, Apple and Nike's cooperation and not the first attempt. Before the iPod music player and Sony Walkman Walkman pop, is a good example, but Nike has also been launched in cooperation with Philips Rio music players, trying to enters digital music realm.
On this, Jobs said: "through cooperation with Nike, the music and movement to the next level. Nike + iPod just like your personal trainer or training partners, in the exercise of each moment as you sweep through the gasoline. ”
Thus, Parker hit with Jobs. Nike, Apple, respectively called on their respective technology team and brand development group, a whole new way of life, the two companies ' products perfect for those who love the movement's core consumers, creating a series of shoes, data, music, there are matching clothes.
About Nike and Apple of love, everything seemed so natural. It is learnt that the Nike CEO Mark Parker call Steve Jobs to Nike's customers eliminate the loneliness of the long-distance running,[link widoczny dla zalogowanych], let the running of the process become more wonderful, shoes and more.
In addition, the iTunes Music Store online music stores, new added a Nike Sport music rubric, the newly launched nikeplus.com website also provides personalised services that can help users better experience "Nike + iPod Sport of" feel.
1. combine the two brand value, form a fusion brands, attract more market awareness;
23 May 2006, after 18 months of development cooperation, Nike and Apple announced in New York, the first movement and music, has launched the innovative "Nike + iPod" series. The first product is a package for Nike sport shoes and iPod nano for a "dialogue" Wireless System.
Moreover, the iPod has also managed to be leather, small decorative accessories sold, these accessories sales revenue reached $ 100 million. Because people have to buy three to four sets of gadgets, look cool.
In fact, Apple's CEO Steve Jobs had noted, with iPod's 50 million people, half of the people is in use it when you exercise. Therefore, the wise CEO to seize it, will they love sports people, to iPod platform.
3. continuous cultivation of crazy brand consumer lifestyle, and establish long-term friendly relations and brand loyalty;
"This new product is very good, both in the gym, or participate in formal training, I will listen to the rhythm of music. Before joining the competition, in particular, I will listen to the music make you relax. "Women's marathon world record holder Ratcliffe said.
4. through the Internet to expand the brand consumer interaction.
Nike looks and the location is very relevant. In parker, why not let people have this kind of Association — have iPod, runners will wear and matching [link widoczny dla zalogowanych]; while wearing [link widoczny dla zalogowanych]of running shoes, but also to bring the iPod is wonderful.