According to many people, positioning is described in terms of customer base. The major competitors of the Jordan Shoes Company are Adidas, Puma, and Fila. The concept of product positioning is a perception of consumers where they create in their minds with regards to the company’s nature together with its products when it comes to competition. The following factors determine positioning: product’s quality, its price, image, method of distribution, and communication tactics (Pathak, Dubey & Pandey, 2015).
From the product positioning map drawn, it is clearly evident that Jordan Shoes is facing stiff competition from Adidas. The positioning map has been designed in terms of price and quality of products. The both Jordan Shoes and Adidas’ products are of good quality, and they are also fairly priced in the market. That means their prices are is low. Puma comes second where its products are of high quality and also highly priced. Fila Company has products that are of low quality, and their price is high. It can be said that the Jordan Shoes Company and Adidas Company are well positioned in terms of price and quality of their products.
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Product strategy
The product strategy of the company is to produce shoes that satisfy the needs of its consumers. It achieves this by producing shoes that are appealing and match the taste and preference of its customers. The company has also widened its product mix by producing or increasing product line of its shoes.
Pricing strategy
Various types of marketing strategies are being used by companies, such as penetration pricing, contribution margin-based pricing, decoy pricing, skimming, margin cost pricing, and premium pricing among others. Jordan Shoes Company is applying contribution margin-based pricing and premium pricing. In contribution margin-based pricing, the company intends to maximize the profits. The shoes are sold at a price that is a bit higher than the variable cost. The difference between the two gives the company its profit (Hintze & Lüthje, 2014). Other products are highly priced because they are of good quality, and this move is intended at boosting sales of the shoes that are lowly priced. This strategy is called premium pricing.
Promotional effort
Promotion effort helps to provide information about the different varieties of shoes for different parties. In short, the reason behind the promotion is to increase awareness of products. Jordan Shoes Company achieves this strategy through advertising its products on media prints, billboards, radio, cinema commercials, and on the internet. Since the target market is majorly made up of the young people, it makes use of social media, such as Twitter, Facebook, and YouTube among others. Sponsoring sportsmen and women is another form of promotion (Handelman, 2015).
Distribution strategy
The company ensures that their products are taken to areas where its consumers can easily access. Since not everyone is the target market for the company, Jordan Shoes Company employs selective distribution. This ensures that the shoes are supplied to the areas there its consumers are situated.
Strength and weakness
The company greatly benefits from its products that are liked by many in the market, especially the sportsmen and women. Using and sponsoring major celebrities has helped the company in increasing awareness of its products. It also gains its strength in the market from its fairly priced products. The weakness of the company is that is only dealing with one line of product, which are the shoes. It shoes introduce other things like sports clothing or even sports accessories. It should also produce things that target a wide market, not only the youth.
- Handelman, J. M. (2015, January). How Marketers can ‘Do Well While Doing Good’: The Institutional Theory Framework. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 350-350). Springer International Publishing.
- Hintze, S., & Lüthje, C. (2014). The evaluation of Value Chain Marketing strategies: an agent-based approach. In Simulating Knowledge Dynamics in Innovation Networks (pp. 47-72). Springer Berlin Heidelberg.
- Pathak, A. K., Dubey, P., & Pandey, S. (2015). A factorial approach to determine marketing mix strategies among private, public and cooperative sector fertilizer companies in Chhattisgarh. ZENITH International Journal of Business Economics & Management Research, 5(2), 17-33.
