EXECUTIVE SUMMARY:
The purpose of this report is to understand about an e-marketing or electronic marketing, which is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders. The report of the e-marketing contains the marketing mix, pricing and product of the two website which got completely different product and industry background. The main part of the report is to compare the website with the marketing mix.
INTRODUCTION:
The purpose of this report is to understand about an e-marketing or electronic marketing, which is the use of information technology in the processes of creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organisation and its stakeholders.
The two website is being analysed and compared with each other has different product and industry. The website is of Nike and Crown Casino.
The website has been compared by the e-marketing strategic called e-marketing mix in which the product, price, place and promotion plays an important factor to compared.
I will also discuss about the product and their segmentation and targeting.
THE WEBSITE HOME PAGE AND OVERVIEW:
NIKE WEBSITE
The Nike is the commercial product and consumer good industry which is globally situated and produces a wide range of sports equipment. Nike sells an assortment of products, including shoes and apparel for sports activities like association football, basketball, running, tennis, athletics, golf and for men, women, and children. They currently also make shoes, jerseys, shorts, base layers etc. for a wide range of sports including track & field, baseball, ice hockey, tennis, Association football, basketball and cricket. Nike is well known and popular in youth culture, chav culture and hip hop culture as they supply urban fashion clothing
Sport person are inspired to buy the product. There can be ordinary customer which can be influenced by the sport person or can be the sports person itself.
The company also has a program called NIKEiD at nikeid.com, which allows customers to customize designs of some styles of Nike shoes and jerseys and deliver them directly from manufacturer to the consumer. Nike sells its products in international markets through independent distributors, and online market.
THE WEBSITE HOME PAGE AND OVERVEIW:
CROWN CASINO
The crown casino is totally entertainment complex. It has got various type of entertainment such as gaming floor in which Crown provides the 6 main casino games of Blackjack, Craps, Pai Gow, Poker, Baccarat and Roulette. The Crown Entertainment Complex incorporates several nightclubs, a Village Cinema complex and multiple restaurants, fast food outlets, food courts and shops. The complex also got "Galactic Circus", an electronic games arcade, laser 'tag' game and bowling alley.
The crown has also got five star hotels which are crown tower, crown promenade and crown metropol. The crown has also got the Palladium Room which has a capacity of 1500 people function.
This industry of entertainment is focused on all type of customer, from children to old age people, from business person to tourist person, from gambling person to entertainer type person.
Crown casino website is not selling and product online but giving the information about the gaming floor, restaurants, shops, food court, hotels reservation and booking, etc. this website is information based website.
Crown casino does not belongs to particularly gambling business but it has widespread the business of hospitality industry and tourism industry as well.
E-MARKETING MIX-
PRODUCT STRATEGIES: - The organization can sell merchandise, services, or advertising on the website. It can adopt one of the e-business models, such as online auctions, to generate a revenue stream. The firm can create new brands for the online market or simply sell selected current or enhanced products in that channel. The most astute firms take advantage of information technology capabilities to alter their online offerings. For example, Dell Company allows product customisation in an online purchase.
Nike Company product a strategy is that they allows customer to customize the product as they like and their delivery strategies is also on time.
Crown Casino does not sell any of the product but the website show all the information about the place where is situated. What is the services provider by the crown are the product strategies.
PRICING STRATEGIES: - A firm must decide how product price will compare with offline equivalents. To make this decision, firms consider the differing costs of sorting and delivering products to individuals through the online channel as well as competitive and market concerns. Two particularly important online pricing trends include the following:
· Dynamic pricing: - This strategy applies different price levels for different customers or situations. For examples the internet allows firms to price items automatically and “on the fly” while users view pages, as mentioned in the Dell example.
· Online bidding: This approach presents a way to optimise inventory management. For instance, a few Seattle hotels allows guests to bid for hotel rooms on slow days, instructing its reservation agents to accept various minimum bid levels depending on occupancy rates for any given day. Priceline.com, ebay.com, and many B2B exchanges exclusively using this strategy.
For Nike website the pricing strategy can be dynamic pricing. For different country there can be different prices and for people as well.
And for crown casino there are hotels as well and the hotel are five star so they can keep the online bidding for some of the suites in some seasons.
Place: Many firms use the Internet to distribute products or create efficiencies among supply chain members in the distribution channel.
· Direct marketing: many firms sell directly to customers, bypassing intermediaries in the traditional channel for some sales. In B2B markets, many firms realize tremendous cost reductions by using the internet to facilitate sales.
· Agent e-business Models: firms such as e-bay and E-trade bring buyers and sellers together and earn a fee for the transaction.
At Nike, our challenge is to anticipate what they'll want and be ready with a solution. When we're really good, it's something -- a product, a service, a whatever -- that's so intuitively perfect the consumer hasn't even imagined it could exist. Nike is driving email strategy, sharing results, vendor management, forecasting and expense tracking. You’ll develop and manage all seasonal email marketing
effort, forecasting resource requirements, managing relationships, calendars, content plans and communicating timelines.
Crown casino is doing direct marketing to the customer providing information regarding the crown casino and targets the footy sport for the marketing.
PROMOTION:
The internet spawned a multimedia of new marketing communication strategies, both to draw customers to a web and to interact with brick and motor customers. Firms use web pages and e-mails to communicate with their target markets and business partners. Companies build brand images; create awareness of new product and position products using the web and e-mails.
The Nike website promotion to the global while choosing the different sports for the different country and doing the marketing from the sport person.
The crown casino also does promotion towards the footy game and footy season and does the marketing from the footy person.
PRODUCT:
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. There are three types of product core product, actual product and augmented product.
CORE PRODUCT: - the core product which consumer are really looking for when they buy any product. E.g. in the case of Qantas, the core product is time critical transport
Website of Nike suggests that their core product is all types of sport wear. Its sells all the types of sports uniform of the players from t-shirts to shoes and other stuff.
Crown casino core product is to entertain the people while allowing the people to play gamble and giving the all the facility of entertainment like varieties of restaurants, theatre, children gaming zone, café, etc.
ACTUAL PRODUCT: - a product’s parts, styling, features, brand name, packaging, and other attributes that combine to deliver core product benefits. For example, a Qantas air ticket to Europe on the kangaroo route is an actual product. The Qantas name, air terminal layout and service, plane seating configurations, crew uniform styling, booking system etc are carefully combined to deliver the core benefit or service.
The Nike website actual product is brand name and logo. It provides the customer the quality product and fashionable sports product from the website to any where in the world though it is a globalise website.
The crown casino actual product are the gambling games and restaurants and all the things which the people entertainment.
AUGMENTED PRODUCT: - The product planner must build an augmented product around the core and actual product by offering additional consumer services and benefits. For example Qantas is providing consumers with a product that meets or exceeds their expectations before and after the flight.
Nike website augmented products are free customisation of nike jersey by putting any name and number behind the jersey. Its also gives free shipping for the product and it has various other products like club kits, Socceroos, etc...
Crown casino website is a information site and does not sell any product but it also got the augmented product which are different types of plays like Rhythms of Ireland, Shannon Noll, Diesel Hits and Blues Tour etc.
Market segmentation
Market segmentation is the procedure a company draw on to categorise its prospective consumers into distinct groupings based on similar characteristics, wants and needs. By doing this, a company can plan particular and detailed marketing operation for a segment, thus leading to more successful marketing outcomes.
As per the Nike website is concerned, the website has segmented the sport industry as football, cricket and rugby etc…
And crown casino website market segment towards the Australia football league in the website its an events show.
In the conclusion of report I would like to conclude that the two sites which are taken by me, According to evaluation criteria which I did use both have good attraction. Both the website were good animated . Nike website is selling product online and crown website is giving the information about the places in crown, events, and hotels booking.
REFERENCE:-
Chandler, Daniel (2002) : Semiotics The Basics. London: Routledge
Foss, B., Henderson, I., Johnson, P., Murray, D., & Stone, M. (2002). Managing the quality and completeness of customer data. Journal of Database Marketing, 10(2), 139-158.
Khouw, Natalia : The Meaning of Color for Gender [WWW document] http://www.colormatters.com/khouw.html
www.nike.com
www.crowncasino.com
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