Fran's Blogger Blog

    Nike     Since Bill Bowerman cofounded my favorite tennis shoes brand, Nike, in the 1960s, it has grown into one of the most recognized sporting brands in the world. The company's first products were shoes, but now it offers apparel, equipment, and gear for various sports (Nike, n.d.). The brand is known for its premium, comfortable, light, and durable products. Over 75 percent of its operational facilities use renewable energy, and almost half of its leadership positions are held by women. Nike invested over 90 million in 2021 to have a positive impact on communities around the globe, highlighting its social responsibility (Nike, n.d.). Due to its brand reputation, Nike can sell its shoes at a premium price: The Nike Sigmatrain addresses the desires of those with low disposable incomes of owning distinct shoes for different activities.    Consumer Product Concept         The Nike Sigmatrain is a modular and customizab...

Founded in 1937, The Progressive Corporation's nationwide workforce of over 60,000 employees has provided U.S. consumers with financial and insurance services. Great Place to Work (2024) mentions that 92% of the workforce state it is a great place to work, higher than the market average of 57%, earning Progressive a spot in the top 100 companies to work for in the United States. This achievement is one of the reasons I believe The Progressive Company is socially and ethically responsible and my preferred insurance company. Social Responsability There is a reason employees enjoy working for The Progressive Corporation. According to Progressive's 2023 Corporate Sustainability Report, 44% of employees belong to an Employee Resource Group (ERG) such as the military, disabilities awareness, and LGBTQ+ networks. These ERGs aided selected charities with special programs, events, and campaign drives and donated 1.45 million dollars to the charities in 2023 alone. One of the chariti...

                                           Anheuser-Busch and Molson Coors own over 50% of the beer market share in the United States (Karlovitch, 2022). This level of competition has caused the intense rivalry between the parent companies and their products, specifically Anheuser-Busch's Budweiser and Molson Coors' Miller Lite, two of the most popular beers in the United States.  Budweiser & Miller's Brand Strategy      Budweiser and Miller Lite use similar branding strategies. Both brands use online branding, such as their websites, social media channels, or TV ads, to improve their digital position. Both brands use product branding and activist branding by highlighting the look and tastes of the product along with various social issues such as women's rights and communities like the transgender c...

     Consumers today consistently support brands that align not only with their values and beliefs but also with their personalities and lifestyles (Babin & Harris, 2021). Market segmentation is essential for organizations to attract consumers with shared values and deeply connect with them by meeting their wants and needs. Babin & Harris (2021) define market segmentation as dividing a market into groups based on the distinct demand curves associated with each group. With the implementation of market segmentation strategies, Under Armour was able to surpass some of the biggest sportswear companies in a short period ( Under Armour's Willful Digital Moves , 2016).  Market Segmentation      Under Armour utilized demographics, psychographic, and behavioral market segmentation to better attract its target market and quickly become one of the top sportswear companies in the world. The article Under Armour's Willful Digital Moves mentions the var...