Nike Air Zoom Vapor X

12421033_Phan Trung Phuc

Product: Nike Air Zoom Vapor X (now sponsoring for Nishikori, the best tennis player in Japan)

Overview:
American sportswear firm Nike, Inc., originally known as Blue Ribbon Sports (1964–1978), is
based in Beaverton, Oregon. Bill Bowerman, a track & field coach at the University of Oregon,
and Phil Knight, a former pupil, established it as Blue Ribbon Sports in 1964. In 1966, they
opened their first store, and in 1972, they unveiled the Nike shoe line. In 1978, the business
changed its name to Nike, Inc., and two years later it became public. Nike has retailers and
distributors in more than 170 countries at the start of the twenty-first century, Nike’s products
are various in different sport fields like soccer, football, tennis, they also aim at variety of
customers from young to elderly.

Kei Nishikori is not the only professional tennis player that wears the Nike Air Zoom Vapor X;
it is now the most well-liked tennis shoe in the world. World-class athletes like Roger Federer
and Daniil Medvedev are also sporting the Vapor X in addition to Nishikori.

Consumer environment:

Consumer environment is easily to known as an important factor which can influence the
behavior of individuals. In Nike stores in Japan, they display many other Nike products but only
for this type of shoe, they put it in a special way, in a separate section hanging Nishikori’s
picture with many lights centering on Nishikori’s using shoes. A short advertisement about
Nishikori participating in one of the most competitive tournaments “US Open tournament” is
also displayed featuring what Nishikori’s shoes were using. This is an absolute brilliant idea to
attract more customers whether they know anything about Nike or not, just by walking pass the
store, the way the shoes are presented would attract them to spend some of their time going in
the store and check out the shoes, this in turn would also raise the awareness about the brand as
the customers could tell their friends about the brand.

The Japanese tennis star Kei Nishikori is not only one of the most consistent players on the ATP
Tour, but also one of the most popular. In Japan, there is no arguing that Nishikori is the no.1
athlete across all sports, therefore, by cooperating with Nishikori, Nike will attract more
customers not only from the fan of tennis but also people who watch news about sports, this
helps Nike raise Japanese’s awareness about the brand, they also give discount and many other
special coupons when you buy this type of shoes. I believe in any nations around the globe,
people within the country would have patriotism, so as Japanese; some people would actually
buy the product not because they like the style or the brand but because they want to show their
support toward their beloved idols, stars.
The cognition process:

The cognition process involves internally inside one customer’s minds before they act in buying
a product, often get influenced by external elements like the price of the product, features, the
style. For myself, why did I decide to buy this type of shoes was because when I was young I
had many contacts with tennis as my dad was really interested in playing tennis, he often took
me to the tennis court to play tennis with him; at the time, I didn’t really pay attention to what
type of shoes would be fit in playing tennis, for me, shoes were shoes, but as the time passed by
I experienced many injuries regarding my ankle so I finally did some researches about what
type of shoes would be good for my tennis training to avoid getting any unwanted injuries. As I
was watching a tennis match with my dad at home, I saw my favorite player, Kei Nishikori
wearing Nike shoes and that was when I decided to buy Nike shoes for my tennis hobby. My
decision of what brand should I pick was also influenced by the people playing tennis around
me, I saw so many players around me wearing Nike shoes, some Adidas but not so much,
therefore, I decided I would go for Nike. Much research I conducted led me to a conclusion that
I would pick Nike Air Zoom Vapor X for my tennis training. Surprisingly, the style as well as
the features it provides to the wearers made me amazed. The features for comfort and
breathability, lightweight mesh covers the bulk of the shoe's upper. Both the medial or inner
edge and the toe are provided with additional security and stability by the shoe. Players may
create the ideal fit that stops your foot from slipping by lacing their shoes with the Dynamic Fit
system, which gives them up to six additional points of greater control. Moreover, it was sold
with a reasonable price for me, so I didn’t have any hesitation to buy those shoes. Overall, with
the affordable price and also high-valued features built-in shoes would definitely help me to
prevent injuries while playing tennis, so in my opinion it was a good deal for me to buy those
shoes.

The affection process:

For me how did the affection process impacted on me was because I was a fan of the sport
“tennis” and many other famous tennis players in the world, especially Key Nishikori, I like him
not because he is the best player in the world but because his attitude in every match that he
played, whether he loss or win he would remain calm no matter what. Therefore, he has inspired
me to keep on playing tennis as one of my exercise sports to keep me fit and healthy, and as a
fan psychologically speaking, I want to become a person like him not only about the skills but
also about the style he is wearing, so I just try to imitate him, and that was how I got affected in
what shoes brand’s decision making.

The consumer behavior:

The time I was doing research about the Nike shoes as I didn’t know anything about the features
of the shoes, there were so many websites that popped up showing information, advertisements
about the shoes such as Nike retailers or official website which I could buy online but I decided
not too as I am a tradition buying style guy, so I preferred going to one of the Nike retailer
stores and put on the shoes to test them myself. Moreover, people around me also tended to go
to the stores directly so they advised me to do that as well so that I could feel the quality of the
shoes myself in case if I bought online there would be a chance that the shoes couldn’t fit my
feet. And after the purchase, I always wear them to all of my tennis training days, this would
also lead to a “chain reaction” as many of my friends have seen me wearing these shoes play
tennis better, therefore, they would buy the same brand shoes as mine.

How the three elements related:

Taking into consideration, I see that three elements above are highly connected to each other. At
first it all started from my personal hobby which is playing tennis, as the time went by, I finally
changed from which pair of shoes I were wearing while playing tennis was fine to me to the
recognition of myself of wearing the right shoes would prevent me from having any unwanted
injuries. Next, on the court I saw many players wearing Nike brand shoes and on TV my
favorite player Nishikori also wearing that brand shoes, so I decided to make some research
about that type of shoes (Nike Air Zoom Vapor X). Many websites and information about that
particular type of shoes popped up all over my computer screen, I went to directly to the Nike
stores to put those shoes on myself and all of those shoes’ features really made me amazed so I
decided to spend money on buying those. The consumer environment also takes place in my
decision making as Nike chose Nishikori as their brand’s idol to raise the awareness of their
brands to not only tennis fan but also other normal customers who like the comfort, magnificent
design of the shoes. The better the product is displayed toward the public the more chance it
would be chosen by the customers. In conclusion, all three elements are well-linked together to
clearly make me choose Nike as my brand to practice my tennis hobby.

Other things I learnt within the class:

Good exposure to communities and public

By cooperating with Kei Nishikori, Nike has done a really good job in bring people awareness
about the brand, people can intentionally or accidentally see the brand whenever they watch
tennis or see a big poster about Nishikori standing with the Nike brand. The way Nike presents
the Nike’s shoes was also interactive, putting them in a special to draw attention from other
people to go inside the store and check out what type of product is so special .They also provide
many interesting coupons when buying the product, this will attract more customers as people
tend to be likeliness to buy products that are with discounts or coupon.

Multi-attribute attitude model

At first, I was comparing two types of shoes but the same brand which were Nike Air Zoom
Vapor X and Nike Court Air Zoom Vapor Cage 4 but then when I used “multi-attribute attitude
model” system, I finally decided to buy Nike Air Zoom Vapor X.

Factors Design (*5) Price (*4) Comfy (*7) Total evaluation

Nike X 5*5=25 10*4=40 8*7=56 121
Nike 4 4*3=12 7*4=28 10*7=70 110

COMMENTS ON OTHER’S POST:

033_PHAN TRUNG PHUC

(https://www.facebook.com/groups/gleesmarketingclub/permalink/2180929342115939/ )
Good evening, Felicia. For me personally, it was such a great effort of you sharing the
individual report. After reading it many times, I have found out that your choice of writing
about the collaboration between one of the most famous anime in Japan as well as in the word
and Sketchers. About myself, I am one of the One Piece’s fan as I have watched almost every
series of One Piece, however, surprisingly, I didn’t know about this collaboration between One
piece and Sketchers, but thanks to your very detailed overview about all the aspects of the
products, I now have known about its existence. As a fan, I really want to possess this type of
shoes for my One piece’s collection due to its fancy textures and designs. However, there are a
few things that can turn me down when it comes to buying this product. Firstly, the price must
be costly as it is considered as a unique product, how detailed all the characters are carved
among the shoes. Second element would be whether the shoes are good looking to put on to go
out the cities as they have so many colorful textures on it. Therefore, it has brought me to a
conclusion of whether I buy this type of shoes would be fit going out or it just for someone who
like collecting “One Piece” product. However, by cooperating with a famous anime whose
fandom is considered one of the biggest fandoms in anime’s fandom would surely help the
brand the build up their brand awareness among One Piece fans. Moreover, the way they are
presenting their products in their stores using many other kinds of activities to attract non-One
Piece fan really made me amazed, because by doing so, Sketchers will carve deeply inside
customers’ minds that they are not only interesting in selling the products in a normal way but
also in a special way which can make the customers’ impression last for long. Overall, thank
you for your informative report about the brand, it also helps me to broaden my knowledge
about the technology lying inside the shoes.

033_PHAN TRUNG PHUC

(https://www.facebook.com/groups/gleesmarketingclub/permalink/2181462872062586/)
Good evening, Xuan Kien. Thank you for your detailed individual report. As I am a Vietnamese,
nowadays I can see that this type of “Crocs” is among one of the famous type of shoes in
Vietnam thanks to its comfort and reasonable price but also looks fantastic in fashion and your
report was really clear and easy to understand, addressing all the good features that a “Crocks”
possesses. Myself, I bought and current wearing many types of Crocs, from outside version to
the in-home version, and personally, I feel comfortable while wearing those. I can say that I am
one of the “Crocs” loyal customers as whenever the companies publish any new Crocs, I would
definitely check those out. Reading your report in a detailed way, I can say that you have a good
grip of understanding about the products, about many kinds of new designs published to fit
variety of customers, about the features of the Crocs. One of the best features in Crocs that I
personally really like was that the shoes have many holes to keep out shoes well-ventilated, this
would keep not only the shoes but also our feet from getting molded and smelly. At first, when I
bought my first Crocs I didn’t really pay attention to the features that the product possesses, I
simply bought that because I saw many of my friends wearing it, thanks to your report, I have
finally understand it. As I’m a Vietnamese and I’m a big fan of Crocs, your report held my
intention immediately, and after reading through it I think Crocs’ price is too cheap compares to
what quality it brings to the customers, therefore I would go out and recommend my friends to
buy it. Overall, thank you for your individual report. Have a nice day!