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INSTITUTO POLITCNICO NACIONAL

Cursos Extracurriculares de Lenguas Extranjeras

Nivel Intermedio 1 Mdulo 6

A busy week

MCER B1. 1/5

Plataforma B1 del Programa General de Ingls por Competencias

TAREA INTEGRADORA
OBJETIVO
El objetivo principal de la tarea integradora es que los usuarios se relacionen
con las personas de su entorno para desarrollar carteles promocionales para el
lanzamiento re-lanzamiento de una lnea deportiva de productos enfatizando
las cualidades y beneficios del producto al mercado meta a partir de un
artculo, pgina web o investigacin de mercado.

COMPONENTES Y REFERENCIA GRAMATICAL


La tarea integradora del nivel Intermedio 1 se refiere al modulo 6 A busy
week de la plataforma B1 del Programa General de Ingls por Competencias,
incluyendo:

Material Pedaggico: la serie SKILLS. Starting 2, unidades 8 - revisin 2.

Los temas sobre el uso del ingls que el instructor debe incluir en la
unidad son: reflexivos, pasado y presente simple, very- too y futuro simple.

PROCEDIMIENTO
Los usuarios integran equipos para analizar un estudio de mercado de
una compaa deportiva.

Desarrollan y clasifican dicha informacin hacindola atractiva a un


mercado meta.
Despus de desarrollar dicha informacin, se analiza y toma lo ms
importante a travs de una lluvia de ideas.
Selecciona los contenidos y contextos ms relevantes del artculo(s).
Posteriormente cada miembro del equipo aportar ideas para que el
producto final cumpla con los siguientes requisitos: logo, Slogan, imagen del
producto, costos, puntos de venta y beneficios.
Los usuarios desarrollan la estrategia ms adecuada (mercadotecnia)
para la comercializacin del producto. (radio, Internet, revistas, etc.)
Disean y elaboran el cartel, utilizando toda la informacin recabada y
analizada previamente concerniente al producto a promocionar.
El equipo presenta el cartel como producto final al grupo en el contexto
de una feria promocional (punto de venta).

DESARROLLO DE COMPETENCIAS Y HABILIDADES.


Instrumentales

Muestra habilidad para desenvolverse en diferentes contextos: reconoce


y usa los cdigos de comportamiento

Toma apuntes o hace notas de sus hallazgos y recurre a ellos para


complementar su aprendizaje de la lengua extranjera.

Organiza y monitorea el trabajo de equipo, se asegura de que la tareas


sean entregadas en tiempo y forma.

Elabora esquemas (outlines) o se apoya en un modelo para elaborar sus


documentos.

Usa las TIC para llevar a cabo las tareas de aprendizaje de la lengua
extranjera.
Interpersonales

Considera al error como parte valiosa del proceso de aprendizaje;


reflexiona sobre su origen y aprende de la experiencia.

Manifiesta disposicin para trabajar en equipo; es proactivo, respetuoso


y responsable; expresa su opinin con firmeza y respeto.


Toma conciencia de la importancia de la cultura en las relaciones
humanas; muestra respeto por el otro y valora ms su propia identidad
cultural. Se interesa sinceramente en conocer ms de la (o las) cultura(s)
asociada(s) a la lengua meta.
Sistmicas

Usa Internet para gestionar oportunidades adicionales de prctica y/o


aprendizaje.

Usa el conocimiento que posee sobre su lengua materna para construir


el conocimiento relacionado con la lengua meta; utiliza su capacidad de
anlisis y sntesis para inferir reglas del sistema de la lengua extranjera.

Integra y usa conocimiento de otras reas (historia, matemticas, cultura


general, etc.) para resolver las tareas que se le presentan durante el proceso
de aprendizaje de la lengua extranjera o para enriquecer la experiencia.

Planea, revisa y edita sus textos escritos antes de presentar su versin


final; solicita ayuda a sus padres o el profesor; reflexiona sobre la
retroalimentacin e incorpora los cambios pertinentes.

Reflexiona sobre sus errores, y los de sus pares, y aprende de la


experiencia.
Lingstico

Integra conocimientos, habilidades, actitudes y valores

Establece la relacin entre ideas mediante marcadores de texto de uso


frecuente

Usa formato y estilo apropiados para el tipo de textos que produce; usa
puntuacin correctamente
Socio-lingstico

Utiliza las claves contextuales de los intercambios orales para inferir


informacin e intencin del discurso.

Expresa su opinin con firmeza y respeto, negocia situaciones para


llegar a un consenso.

Se desenvuelve en un contexto ldico con seguridad, entusiasmo y


respeto
Pragmtico


Su discurso oral se compone bsicamente de enunciados breves y
sencillos, construidos con un repertorio bsico de vocabulario y funciones
comunicativas practicadas de antemano. Sin embargo, muestra indicios de uso
independiente de la lengua: resuelve las situaciones de manera ms flexible,
transfiere conocimientos de la lengua materna a la lengua extranjera,
experimenta con arreglos lingsticos novedosos.

Su discurso escrito es sencillo y bien organizado aunque sigue un orden


lineal.

Presenta algunos errores e imprecisiones; sin embargo, el mensaje es


entendible.

Identifica el propsito de los textos que escucha o lee.

Estratgico

Sigue, transforma o adapta un modelo dado o elabora esquemas


(outlines) de diferentes tipos para ayudarse en la redaccin de textos, orales o
escritos.

Planea, revisa y edita sus textos escritos con la ayuda de sus


compaeros o del profesor.

Planifica los intercambios comunicativos y propone distintos escenarios a


fin de prepararse para las situaciones imprevistas.

Reformula su discurso a fin de asegurar la comunicacin; pide ayuda a


su interlocutor a fin de mantener la comunicacin.

Consulta textos de referencia o Internet, etc. o solicita el apoyo de


terceros para resolver sus dudas.

GUIA PARA EL INSTRUCTOR SOBRE EL USO DE LA TAREA INTEGRADORA DEL


NIVEL INTERMEDIO 1 REFERENTE AL MODULO 6 A BUSY WEEK DE LA
PLATAFORMA B1 DEL PROGRAMA GENERAL DE INGLS POR COMPETENCIAS

El instructor integra equipos de 3 a 5 usuarios.


El instructor y el grupo elaboran una lista de los posibles temas del
estudio de mercado de una compaa.
El instructor explica los objetivos de la tarea integradora.

El instructor gua al grupo para el resumen de la informacin y su


correspondiente clasificacin
El instructor acta de moderador en la discusin y ayuda a determinar
los puntos de un cartel publicitario logo, Slogan, imagen del producto, costos,
puntos de venta y beneficios
Los usuarios buscan informacin visual para enriquecer el cartel.
Posteriormente los usuarios elaboran y disean el cartel publicitario,
utilizando toda la informacin discutida previamente concerniente al
calentamiento global.
Los usuarios muestran al grupo en el contexto de una feria promocional
y dan lectura del producto final.

Estudio de mercado:

MARKETING STRATEGIES OF SPORT SHOES


The product.
Product levels: The shoe Nike as essential product is seen by the consumer
under the prism of comfort when walking, seminal paper to make sport,
product that provides and "ensures" optimal performance for certain sports and
a means to acquire certain status represented by fashion Vanguard and some
elite athlete's own conduct.
As a real product a shoe with appropriate characteristics for the variety of
sports, features we find that they have a solid technological support that is
continually evolving to meet the changing needs of the user, in addition the
style and design are supplemented delivering innovative and functional models
of slippers backed by a package that goes along the same lines.

The augmented product therefore has in its content a series of pre and post
sales services, many of which would depend on the distribution channel, but
that generally include claims, certain guarantees of purchase, orientation to
the client according to their needs and continuous systems of information.
Classification of the product
According to the different criteria previously studied, we can say that Nike
shoes is a durable good, by being a tangible and enduring for its use; It is a

consumer good sub classified a good comparison because that consumption


will be determined by its price to quality.
Nike as a specific product
Product attributes: In this part, the quality, characteristics and design of the
shoe should take shape; these attributes must be in complete harmony to
achieve higher standards in the market. With regard to the quality, we must
make mention of the constants and dynamic technological studies that the
company makes to how to improve more and more the product designed for
the different sport disciplines; This is reflected in the high price of some
slippers to justify large investment in research
Characteristics and design, as mentioned above should be regarded as a same
attribute, i.e., to achieve the perfect combination of optimal materials so that
in his clothing, they are attractive and functional in a slipper that cautiven the
consumer.
Example air max metal
Brand: Speed, agility and speed in a sign of brand that corresponds to the
following distinctive graph:
This logo gives the idea or sense of ease, agility or speed and basically
corresponds to a true reflection of the set of attributes which owns the shoe,
which along with all the other products of the company are supported by
herself. Finally, it should be noted that both the name and the sign of brand are
strongly distinctive, easy to recognize, remember, speak and translate into
other languages.
Packaging: Nike shoes has established certain objectives that it must meet the
packaging, which are the product protection, it helps sales and a goal of
advertising to highlight qualities of shoes, generally consists of a box of light
material, plasticized cardboard, printed designs that anticipate the image of
the product
Service to the client: Nike offers a wide range of services to the client that are
reflected in the distribution channels where they market their products, some
of these include: warranty, credit information and services to customer
magazines, brochures and support of a qualified seller.
Product mix: Lines of product
Amplitude
Depth Slippers
Football

Sportswear Sports equipment Accessories


T-shirts

Balls Handbags

Tennis DiversShin pads


Basketball

Hats

Short Gloves

Rugby UnionT-shirt Protectors


Track and field
Of running

Watches
Sunglasses

Socks

Coats

As it is possible to observe the company Nike has a set of product lines geared
to meet the varied sports needs of their segment, this reflects a great
consistency between its various products.
Life cycle: As this company is going to be always innovating and developing
new products according to the changes in the preferences and tastes of its
consumers, so it always will be in the introduction and growth phases. It is also
important to note that through market research studies Nike known in advance
when out of the market their products or launch a new model or version, i.e.
develop obsolescence planned.
II. PRICING STRATEGY
Looking at the market of shoes and after making several visits to shopping
malls we have been able to noticing that the Nike Company develops various
strategies of price as:

One of the strategies that Nike takes place in their pricing is the
leadership in quality, i.e., trafficking reflect a level of high quality charging a
high price, which justify large expenditures on research which the company
carries out.

Also as in the sports market and especially in the shoes there is great
competition with companies of a similar level, Nike when it comes to their
pricing takes as reference prices of closest competitors such as for example
Adidas Reebok and Puma.

Another very important strategy which is to maintain and increase their


participation in the market, this is done through prices differentiated for
different segments of your target market, this is done so that it does not harm
the relationship of price and quality.
In our various visits to stores that sell Nike shoes, do a little research to verify if
this company or its distributors also assigned the price their products according
to the value perceived by the consumer, the results will point out them later in
the work.
III. CHANNELS OF DISTRIBUTION

BACKGROUND:
For the study of this variable in the Mix, we must make the beneficial existence
of such precedent means. Currently the most competitive companies acquire
this resource and this is basically by the simple principle of efficiency in the
specialization, i.e. the manufacturer lost a range of important and vital
resources to its existence if it will perform these tasks of distribution; that is
why that often hires companies dedicated to the category.
The Nike Company makes use of systems of contingency in the distribution of
the generality of their products, then that for the shoes used a system of
vertical marketing (SCV), in which makes use of a corporate and contractual
SCV. In the first case, the company Nike took over until the final distribution of
their shoes to consumers; in the contractual SCV, the Nike company pact a
through contracts with distributors chains the distribution and delivery of their
slippers, itself now through the granting of exclusive character franchises to
companies which sell only articles and products of the brand as it is for
example NIKE STORE in conception and General licenses of sales to
wholesalers and several distributors, the latter with the nature of networks at
the national level.
DESIGN OF THE CHANNELS:

The design is a concept closely linked to the origin of the channel, i.e. if
it is a channel belonging completely to the company from manufacturing to the
final distribution, where it is not in Chile, or if the channel belongs to a
company of others. Special care should be used when the distribution coincides
with the last exposed therefore conflicts at the same or different levels can be
generated in the process of distribution. Fortunately, in the case of Nike shoes,
there are standardized policies relating to the fixing of prices, period of
promotions - advertising and facilities of sale that the different franchise
distributors must maintain with the market.

It is as well as in the case of Nike shoes relevant aspects should be


considered as:

Services required by a customer; that makes mention of


decentralization, ease of purchase and variety in shoes to provide the
contracted channel.

Strengths and weaknesses of the channel; in where Nike shoes does not
leave all the responsibility to the channels that thus lost participation in
decisions that affect their market, also the intermediary chain must have
prestige, contacts and resources in storage capacity in different geographical
points means significant coverage (efficiency in the transport) and finally the
power of information for feedback. We can point to the case of FACTORY NIKE

and NIKE STORE as the main national franchises; retailers important as Ripley,
Flabella, Almacenes Paris among others; centers of commercialization of shoes
as it is for example Bata.

Classes of distribution; Nike shoes uses a selective distribution thus


reaffirms the idea of differentiated prices.

SURVEY "VALUE AND PRICE"


Features: shoe jogging, without cane, synthetic, leather fabric of rotation of air,
plant adherent with shock absorbing air Chamber

1. What you would buy the shoe?


2 How much would be willing to pay for it?
150-230 231-350 355-450
Of all respondents, 11% is inclined in the first range of prices, 43% in the
second rank, and 46% in the third, to our surprise; the price range of the
market for this sneaker is Bs. f 231 - 350.
PROPOSITION MIX OF MARKETING.
After having reviewed the Marketing Mix or measure the impact of the different
models for Nike shoes, saw some strength that can be improved between
them:

The price assigned to shoes do not necessarily represent the value they
perceive the consumers of this product, is how we see through the aid of a
survey that the market price was lower than the value that would be willing to
pay users This phenomenon was reiterated for 2 shoes of a total of 4 consulted;
for which we suggest to carry out market research on a regular basis in order to
ascertain the trend in prices that consumers attach to such products.

In general there is no preparation or appropriate training by retailers


belonging to chain retailers, which are not in a position to resolve or clarify
doubts and concerns raised by consumers with regard to the characteristics
and qualities of market specific sneakers in such premises; for which we intend
to design training programmers to low-cost that can be through the use of the

Internet for those vendors and staff related to the commercialization of the
slippers.

The programmers of promotions which we consider important are not


mostly developed at least in our country for what could be a weakness in the
programmers of sales than at any time could be exploited by the competition
and we believe that it should be included in the stable form in programmers for
the sale of the slippers and as an example After the sale of a shoe whose price
is equal to or greater than a poster of any athlete sponsored by the
manufacturer and corresponding to the discipline of the acquired shoe is away
to the buyer to Bs F. 231.
IV. ADVERTISING
One of the ways in which the company NIKE Unveils and communicates the
benefits and advantages that have their products to deal with competition is
the advertising.
Its main purpose is informational, i.e. communicates your products and models
that will constantly introducing to the market and inform their consumers which
are new versions that NIKE offers them. In this way creates a quick
understanding of their new designs and models that launches.
The budget in advertising carried out NIKE due to various reasons such as:

NIKE as an innovative company, is always developing new designs of


shoes which must inform their consumers, less as soon as possible so incur a
great expense in most advertising.

In addition for being in a competitive market, with a wide variety of


brands of shoes that deliver features and similar advantages use advertising as
a means of effective communication to differentiate themselves from their
competitors.
It should be added to your advertising messages are usually sports scenes
accompanied by a famous character who has achieved recognition within their
sports discipline in which competes.
INSTRUMENTS OF ADVERTISING
The NIKE Company due to the large range that you want to include with your
advertising message, as well as the high frequency and the great impact that
aspires to achieve uses mass media such as:

Newspapers, in their sports supplements.

Sports magazines such as e.g. don ball.


Broadcast and television cable and sports channels, fox sport, psn, and
espn.

Internet W.W.W.NIKE.COM

In addition to focus attention on the point of sale (merchandising) uses:

Foreign as palettes and exhibitors which presents the image of an


athlete sponsored by the NIKE brand.

Videos and sports reproductions linked to a famous athlete.

In addition the NIKE brand is advertised as a sponsor that supports and helps
economically to a sports club, as also provides sports implements with such
marks.
PUBLIC RELATIONS
The image of NIKE is consolidated at the global level mainly with the support
and the Organization of the most important sports tournaments, as some time
ago it was the Football League of us u-17 who uphold the image and prestige of
your trademark.
CONCLUSION
The strong competition and rivalry in these times have forced the companies in
this industry to devote much of their resources to improve the Mix of marketing
strategies and it is clear that the company with its line of sneakers Nike not has
excluded this dynamic trend.
This is how we established solid planning in this aspect and constant
improvements to be made Nike shoes to differentiate themselves from their
competitors and entrench themselves ever closer to its growing market.
Although initially we speculate that the product, price, promotion and
distribution would tend to be homogeneous in enterprises of the field, we saw
strong differentiation between them, but above all, we see efforts that Nike has
done in these four variables, efforts which according to our study are not yet
completely finished, because they can and should continue to improve in order
to keep pace with consumer trends to pretend to be always best placed
jurisdiction specific to customer satisfaction goal in this product slippers
BOLIVARIAN REPUBLIC OF VENEZUELA
MISNISTERIO OF POPULAR POWER FOR HIGHER EDUCATION
UNIVERSITY INSTITUTE OF TECHNOLOGY OF THE PLAINS
EXTENSION ALTAGRACIA DE ORITUCO

GUARICO STATE
MARKETING STRATEGIES OF SHOES
NIKE BRAND
INTRODUCTION
The different strategies of the market or marketing is essential so that a
product can be marketed and this of course to generate sales and profits, so
companies should study the article and its impact to the public consumers o
advertising is essential to promote the item.
In the world of finance, marketing is not only to place a product on sale also
implies how we also put on the market, its price must be accessible and its
quality also influences, although some brands name is synonymous with quality
products always released commercial products of characteristic similarities?
Only that they vary in price.
In the case of the footwear, varieties tend to be for different strata of society
and based in the genre of the consumer, that is why we see Shoes adapted for
each buyer, clear this fashion influences, and for this marketing statistics are
fundamental so that product you want to place in market is not a failure.
It is essential to know that it is designing and marketing strategies, so this
report of how should be points or guidelines to handle for a good consumer
product marketing.
COMPUTER GRAPHICS
www.Nike.com
http://es.Wikipedia.org/wiki/Nike
www.Google,com
http://www.iutllado.edu.ve/