Kareem Hamdi Megan Mills T00709160 MKTG2430_01 12-01-2023 Introduction Nike’s promotion Strategy for the Alpha Trainer 5 combines some of the most effective sales promotion strategies that ultimately build and manage consumer and stakeholder relationships. Nike combines multiple sales strategies like Personal selling, product placement, event marketing and different consumer and trade promotions. Personal Selling Approach Nike's sales force engages consumers uniquely and effectively with a significant emphasis on catering to the individual consumer by offering the ability to create custom shoes or trainers that fit everyone's individual needs. Nike also has a strong sales force that communicates the features and benefits of the Alpha Trainers 5's while effectively selling the need for the product without getting lost in the features. Nike also strongly emphasizes building and nurturing stakeholder relationships through prospecting and excellent customer service. Consumer Promotions Nike has several consumer promotions, but the one that stands out is how Nike allows people to sample unreleased shoes to understand what consumers like and dislike and also to ensure the final product is wholly built around everything the target market desires. Nike also leverages coupons and discount offers on the Alpha Trainer 5s during specific times, like Christmas and the end of May, to maximize revenue because of increased market demand. Trade Promotions Nike tends to artificially increase the sales of the alpha trainers by incentivizing retailers through discounts and or rebates to add a more significant focus on advertising. An ongoing example is that they give retailers discounts to display the trainers in attractive, visible display cases. Business Promotions Like most large companies, Nike participates in industry conventions and trade shows to nurture business leads and drive to convert potential prospects into clients using eye-catching displays and product demos. Nike also hosts sales contests to reward high-performing retailers or distributors. Event Marketing In my opinion, Nike's event marketing is their greatest marketing asset. They periodically bring famous athletes in to showcase the durability and functionality of the Alpha Trainer 5s under intense use. This includes sponsoring important fitness events like the NBA or a Mr. Olympia or hosting their showcase events. Conclusion Nike’s promotion strategy for the Alpha Trainer 5 is a well-thought-out plan that uses both structured and personal selling to build profitable consumer relationships where the consumers' needs are all met. Nike has also come up with a creative way to incentivize retailers and wholesalers to focus on product placement of the Alpha Trainers by putting them in better, more attractive displays than other competitors through discounts and rebates.
