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Nike, my favorite sports brand. I remember how excited I was when I got my first nike basketball shoes. But I found that nike in Canada is quite different from nike in China. After I read about a blog about marketing mix for nikehttp://www.upublish.info/Article/Marketing-Mix-for-Nike/314859, I decided to talk about the differences between nike in Canada and nike in China.

Price

Nike charges relatively the same price for a identical product between China and Canada. For example, on average, a pair of basketball shoes is 170 dollars here, interms of Chinese currency yuan, it worths around 1000 yuan. And in china, the same shoes worths 800-900yuan. But if we take income level into our consideration, then it makes a lot difference. Not every family in China can buy there child such an expensive shoes, on the other hand  the price in Canada is more affordable for canadian families.

Product

Basically, nike has the products for customer in China and in Canada. All kinds of sports wears, equipments and other things that their customers need. What should be mentioned is that nike they offers a special service online called nikeid

This service is intended to let customers customize their own purchases such as paint their running shoes in the color they want. But of course they charge this for extra fee.

Place

Not like here, nike has a number of retailers in every major cities in China. Not like footlocker or sportcheck right here, most of the retailers in China are shops that only sells nike product, instead of selling a bunch of brands together. Nike is really popular in China, so there are nike shops everywhere. To be honest, it is much more easier to get to a nike store in China than in Vancouver.

Promotion

Most common promotion we see here is that buy one get one 50% off. But in China, nike has all kinds of discounts, like 20-40%off for a good, or buy one 10%off buy two 20%off. And there is a special shop called factory shop in China. These shops only sell discounted products. People can get what they need in a really reasonable price. And because there are so many sports fans in China, nike cooperates with chinese sports stars and introduce those stars who are popular in China come to China. This is really helpful for nike building their own brand reputation in China.

Apple Inc, one of the most successful companies in the world. They now own a stock price near 400 dollars per share while their competitor like RIM and Microsoft only hold around 19 and 26. That’s a incredibly high price for a IT company like Apple. I never think about why Apple can be so successful. But after I read another classmate’s blog, https://blogs.ubc.ca/ziyansun/2011/10/26/the-secrets-to-apple%E2%80%99s-success-counterintuitive-strategy/. There are some thoughts that came across my mind. The reason why they became a leader company in their industry, is not only because the have a fantastic quality for their own product, but also because they have correct and efficient marketing strategies. They tried to let their products fit fot customers’ appetite in different times. Generally, they did it.

As you may know. Apple was initially famous for their personal computers. But Apple was not satisfied with this, they did some brand extension in 2001. On October 23, 2001, former CEO unveiled a brand new portable media player –Ipod. At that time, it is so amazing to have a digital mp3 player that has a 5 GB hard drive in it. After Ipod huge successful, they did some line extension. They has introduced more digital players like Ipod mini, shuffle, nano, touch, and developed a entire Ipod family.

Speaking to the brand extension for Apple, there is one product that we can not ignore, Iphone.

When Iphone first released in 2007, many marketers didn’t have a high evaluation on that. They didn’t think it’s going to change the market share much. But the truth is , they are wrong. As the best smart phone at that time, Iphone took over many market shares from other mobile manufacturers like Nokia and Motorola. Right now, Iphone holds a remarkably market shares in north america.

Back to the computers, their “original” business. They keep updating their desktop computers, and laptops. Also, they created a new light-weighted laptop, Macbook Air. This one is for those people who have to carry computer with them all day long. With the lighter weight, they are more convient and easier to carry.  What’s more, they brought us a brand new categories of computer, the tablet computers, which is Ipad.

Because Ipad is the first one in this market, therefore they got a lot of market shares in the first, and this is important. but without the efficient marketing strategies and unique sight of Apple’s marketers, none of this would happen,and Apple would not be the company like they are right now.

After you saw my title, you might wondering why is online shopping incredible? It is so normal in our daily lives. Everyone does online shopping. But in this case, I’m not talking about buying shoes cloth online, I’m talk about online grocery shopping! Isn’t that amazing? I never think we can do that after I read Ryan’s blog. https://blogs.ubc.ca/ryankerk/2011/09/26/comm-296-technology-transforming-marketing/

The big problem for TESCO at present is that they have fewer numbers of stores  than their major competitor. To overcome this obstacle, their marketing team figured out a way that to let the store come to people. People use their smart phones to shop. And then they will be delivered to your home right after you bought it.

By this method, people not only can save the time that they used to spend on stores, but also can turn their waiting to shopping when they are waiting for subways. As a result, the number of new registered members rose by 76%, online sales increased by 130%. This story tells us marketing strategies can really help a company makes a difference.

For most NBA fans, especially Chinese NBA fans, July 20th 2011 is a day to remember. At that day, Yao Ming, the famous NBA player, announced  his retirement.

It is not only a huge loss for those fans who loved him, but also a loss for the NBA . What NBA lost is more than a talented player like Yao, more important, they may lost the big market in China.

As we all know, China has the largest population in the world. People who watch NBA games are more than you can count. But how many of them are truly in love with this game, how many of them watch NBA games just because Yao? A research on the internet shows that there are more than 40% of  audiences began to watch NBA games after Yao entered the league. And many fans already considered Huston Rockets as their hometown team which Yao is played for. From this we can tell how important is Yao for NBA if they want to extended their market in China. And NBA’s marketers saw that. They held a pre-season game in China next year, Huston Rockets vs. another NBA team. Let Yao help them to advertise their games products and so on. The result turned to be better than they expected. In the next few years, they held some more games in China, and some commercial activities like some famous NBA star’s China Tour and NBA Jam Van. They successfully extended their markets in China, more and more people began to know more about NBA.

However, the retirement of Yao no doubt is a bad news for them. What they have to do to keep the market in China after Yao’s leave? What are the changes in their marketing strategies? Those questions are what we will be interested in the future.

Hi, everyone. My name is Jiayao Guo, or you can call me Joey. I’m an international student at Sauder in year two. This is also the second year I have been in Canada.

The reason why I take this course is that I want to know more about marketing. I’m interested in how marketing strategies can affect people’s decisions. Because for me as a consumer, I always pay more attentions on those products which have interesting advertisement whether I knew this brand or not. The result is that sometimes the product I bought  has a terrible quality. But on the other hand, I think it is a winning for that company because I bought their product. At least their marketing strategies are successful.

One of my favorite ad would be the one from IBM I saw on the internet months ago. At beginning, a man took out a macbook air from an envelope, meaning: yes, it is thin. But then, when the man added all the things that needed when you want to use this computer, such as a cd-rom driver, usb cables. As we can see, the envelope was teared apart. Next, he took out a IBM laptop from a same size envelope, and opened it. On the screen, it said,” ThinkPad X300, the no-compromise ultraportable.” It is a huge sarcasm to Apple. And also, consumers would know the weaknesses of the macbook air from this advertisement . So that people might prefer their product more than their competitor’s.

Here is the ad.

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