International commercialization strategies

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Part 1:

Selection of three products

Analyzing the Air Jordan advertising strategy:

• Drawing Attention: Air Jordan's advertising strategy excels at drawing attention. They often use high-profile celebrities like Michael Jordan himself and current basketball stars to capture the audience's interest. These campaigns are visually striking and often generate buzz through social media and traditional media outlets.

• Interesting the Target Audience: The brand has consistently engaged its target audience of sports enthusiasts, basketball fans, and sneakerheads by showcasing cutting-edge designs, limited edition releases, and collaborations with other brands. This approach keeps the target audience interested in the brand.

• Provoke Desire in the Target Audience: Air Jordan has mastered the art of creating desire through a combination of exclusive releases, limited availability, and storytelling. They build anticipation for new products, making customers desire owning a piece of the brand's legacy.

• Motivate and Facilitate the Desired Action: Air Jordan's strategy effectively motivates customers to take action. The brand leverages scarcity and FOMO (Fear of Missing Out) to encourage quick purchasing decisions, often leading to products selling out rapidly. Additionally, their retail partnerships and mobile apps facilitate easy purchasing.

• Standardization vs. Adaptation for Local Markets: While Air Jordan's core message and brand identity are consistent globally, they also adapt to local markets. This includes collaborating with local artists, athletes, and designers to create products that resonate with specific regions. For example, they've released special editions for cities like Chicago, Paris, and Tokyo.

In summary, Air Jordan's advertising strategy is highly effective in drawing attention, interesting the target audience, provoking desire, and motivating action. They strike a balance between global consistency and local adaptation, which contributes to their continued success in various markets.

Development of a new international advertising outcome

From the research and analysis done previously, develop an alternative advertising outline for each of the examples selected in which the product or service is promoted in different target markets, based on the varying market sizes, culture, language, and purchasing power.

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