Ch. 17 - Personal Selling and Sales Management

Chapter 17 of MKTG: Principles of Marketing focuses on Personal Selling and Sales Management.

Foot locker, INC. has a program for Customers called the VIP Program. It's a program where if you sign up for it, you receive coupons, first looks on new releases, access to exclusive products online, a birthday discount, and everything for FREE. It benefits both the company and the customer, it is building revenue for the company because when a customer knows they are getting a deal constantly, they will keep buying and that means more money for the company. It benefits the customer because they can get money off of most products that other customers do not have the luxury of. Also, when you spend a certain amount of money, you get a coupon, this drives customers to buy more so they can save more.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Chapter 16 of MKTG: Principles of Marketing focuses on Advertising, Public Relations, and Sales Promotion. Since Foot locker carries many brands that are in competition, they don't advertise as much as the individual brands they have, do. They've gotten together with Adidas and Nike to produce advertisements. Foot Locker, INC. has advertising campaigns when they feel it is necessary. For example, in August, when students are going back to school, is the perfect time for Foot locker to advertise to young people about their newest products.

When they do advertise, Foot locker pulls people in by including some of the most famous basketball players and creating a series of commercials that tie together to tell a story but to also showcase their products. In August 2014, Foot locker released videos for their Short Memory campaign, featuring basketball player James Harden. James Harden's whole outfit could be purchased at foot locker, from his Nike t-shirt to his Nike tech sweatpants, to his Huaraches sneakers. A little more than two weeks after its release, it had 7.7 million views and was the most watched campaign to that date.

Here's the ad:

If it is not viewable, here's the link: http://youtu.be/he2t3zNCEgk

Sources

http://www.visiblemeasures.com/2014/08/18/here-is-foot-lockers-strategy-for-branded-video-success/

Ch. 14 - Marketing Channels and Retailing

  Chapter 14 of MKTG: Principles of Marketing focuses on Marketing Channels and Retailers. Foot Locker has 3,546 stores worldwide, but here in NYC there are about 50 locations. One of which is the headquarters, located on 34th street between 7th and Broadway, this store is unique because it is a Triplex, which means there are three stores in one. They include Foot Locker, Lady Foot locker, and Kids Foot locker.

Foot Locker in Bradford, West Yorkshire.

Foot Locker in Cleveland, Ohio.

Foot Locker in Canada.

  I went to visit the triplex on multiple occasions, but this time, I went for a purpose, I was there to observe my surroundings. I came to find that there is in fact a retailing mix there, which are the 6 P's (Product, Place, Promotion, Price, Presentation, Personnel). In the store, you can find many brand sneakers and accessories like Nike, Converse, Adidas, Timberland, Saucony, ASICS, Under Armour, New Balance and Puma. The accessories include T-Shirts, Sweat shirts/ pants, Socks, Sneaker/Boot Cleaners across almost all brands. The sales associates are trained to know all of the merchandise by name, model, and color. They were able to convert sizes with Tourists without any problems, which breaks down the barrier for tourists, allowing their shopping experience to go smoother. The location of the triplex is very convenient, it is in the heart of NYC. Almost every train line is within blocks of the location, Penn Station, Times Square, and the Port Authority Bus Terminal are all very close to the triplex. Many people come to this location because although the three branches are in the same store, they have different inventories. This means that although Foot locker may not have it, it can be available in Ladies or Kids, depending on what you are looking for. You can make orders from the store to be delivered to pick up from the store or delivered straight to your home, layaway is also available to customers. Also available for the comfort of the customers is Foot locker Network, which is the Music network that Foot locker provides in their stores. There are 4 flat screen televisions showing the latest music of most genres for the customers viewing pleasure. Foot locker made sure to be eclectic in choosing which music to play so that everyone could enjoy the music, and also to convey the message that everyone is thought about in Foot locker.

  Overall, even though Foot Locker is mostly busy all of the time, they make sure to attend to customers and help them effectively.

Ch. 6 - Consumer Decision Making

  Guests come into Footlocker for a variety of reasons. They could be coming in for sneakers for running, fashion, basketball, boots for inclement weather, and apparel to match it all. Footlocker has managed to get many consumers attention by having events including basketball stars who have a relationship with the company and have some merchandise in the stores. 

   Recently for All Star Weekend 2015, which was held at Madison Square Garden, Stephen Curry, James Harden, and Kyrie Irving all appeared at the Footlocker triplex, which is also Footlocker's corporate building. They arrived all on separate days of the weekend for about an hour and signed merchandise for fans, James Harden even bought a few things and interacted with the employees. This gives the consumer the thought that they should, in fact, shop at the same places where their favorite basketball player's sneakers or hats are sold. It gives the consumer the idea that since basketball stars are advertising and wearing things from Footlocker, they should do the same. 

                                       

Ch. 5 - Developing a Global Vision

   Headquartered in NYC, Foot locker operates 3,473 athletic retail stores in 23 countries in North America, Europe, Australia, and New Zealand under the brand names Foot locker, Kids Foot Locker, Footaction, Lady Foot Locker, SIX:02, Runners Point, Sidestep and Champ Sports. In addition, Foot Locker’s franchise partners operates 73 stores in 9 countries, bringing their store count to 3,546 in 30 countries.

    With international locations, as opposed to just locations in North America where the company started, it allows Foot locker's revenue and earnings to increase. It also allows people with the same love for sneakers to all experience the eclectic brands that are included and sold at Foot locker. More opportunities for business arrive when there are more locations of a brand and they are easy to get to.

Foot Locker's Locations in North America 

Ch. 4 - The Marketing Environment

Chapter 4 of MKTG: Principles of Marketing focuses on the The Marketing Environment of companies.

Foot Locker's Target Market are usually young men and women, ages 12-20, who are preferably athletic. Foot locker supplies athletic apparel and footwear for men and athletic footwear for women. Foot locker has put in place a 2 to 5 year plan that will expand their stores and provide even better customer service for the people. This company proves different from others because they provide a large diverse amount of brands, including Nike, Adidas, and Under Armour. Also, Foot locker's inventory tends to exceed any other stores, making customers come to Foot locker because they know what they are looking for is most likely there. By 2016, Foot locker, INC. action plans include target earnings to be 7 percent of sales, they also want to raise sales by square foot. These goals came about when the company already reached most of their goals from their 5-year plan in 2010. Foot locker's main focus is to keep the customers happy and to stay apart of the Fortune 500, that is by setting higher goals for themselves every time they've accomplished one goal.

Ch. 3 - Ethics & Social Responsibility

   Chapter 3 of MKTG: Principles of Marketing focuses on Ethics and Social Responsibility. Foot Locker has held up their end of the bargain when it comes to social responsibility and doing right by society. In June 2010, Foot Locker collaborated with Veterans Advantage to put in place a 20% discount in honor of all who serve or have served for our nation and their families. The discount would be on all athletic apparel and shoes and at all of Foot Locker's subsidiaries as well (Champs Sports, Eastbay, Lady Foot Locker, Foot Action and Kid's Foot Locker). The discount can be used in stores, by phone, and online. "Foot Locker is proud to carry on the spirit and tradition of supporting our veterans, and in so doing, honor them by providing savings to encourage their active lifestyles," said Ken C. Hicks, Chairman & CEO of Foot Locker, Inc.

   

   In 2011, Foot Locker, Inc. also launched the Foot locker Scholar Athletes Program, where each year 20 students who are doing exceptionally well in school and who are also actively involved in sports and their community, are awarded $20,000 towards their college education.

Foot locker believes strongly giving back to the community and helping those who show passion in sports, thats where the corporation's social responsibility lies.

Sources

http://www.csrwire.com/press_releases/29818-Foot-Locker-Inc-Thanks-Those-Who-Serve-With-New-Discount-Program-for-U-S-Military-Veterans-and-Their-Families-

http://www.prnewswire.com/news-releases/foot-locker-foundation-inc-unites-athletic-industry-for-13th-annual-on-our-feet-fundraising-gala-229072921.html