Nike Marketing Analysis - 1427 Words

Boustani Nike: Maintaining a Promotional Edge Nike’s initial product advertising strategy of using professional athletes for raising demand through word-of-mouth provided good publicity. However, its selective-demand advertising was mainly focused on high-priced shoes for traditional sports, and ignored newly developed market segments such as aerobics and extreme sports, and new trends such as brown shoes and casual footwear (Etzel, Walker, and Stanton). Nike launched a successful advertising campaign around its â€Å"Just Do It† catch phrase and â€Å"swoosh† logo. Nike increased its visibility through vertical cooperative advertising; expanding its product line to include apparel, equipment, and accessories, which led retailers to use†¦show more content†¦The expertise of the niche companies can help Nike penetrate segments that would have otherwise been difficult to market to. Furthermore, these high-profile acquisitions will generate publicity for Nike. Although expanding its product line to include apparel and equipment is healthy, it should also expand its existing offerings by creating more midpriced athletic wear; many consumers do not want to pay hundreds of dollars for athletic shoes, even if they are high-performance shoes. 3 Boustani Nike needs to ensure the public that its manufacturing processes do not violate basic human rights, especially in factories located in third world countries. It should have information available, possibly on its Web site, about where its products are manufactured, by whom, and the conditions of the facilities. Its advertising could even include images or stories of some of the workers and what benefits the jobs bring to their impoverished families. A public relations firm can help show how Nike improves work conditions, introduces health benefits, and affects the lives of workers in developing countries. The non-profit Nike Foundation was established to empower adolescent girls in developing countries to expand their opportunities, capabilities, and choices. Nike works with local, national and international partners to pilot new development models. The focus isShow MoreRelatedMarketing Analysis of Nike1908 Words   |  8 PagesMarket Analysis of Nike Julie Wilderman BUS330: Principles of Marketing Professor David Kalicharan August 08, 2011 â€Æ' Market Analysis of Nike One important issue marketers need to realize is that it is essential to have a heavy commitment and solid customer focus and to attempt to satisfy customer wants and needs. (Kotler Armstrong, 2012) Companies need to be able to gauge their threats and opportunities to fully understand the different roles in the marketing environment. EnvironmentalRead MoreMarketing Analysis : Nike And Nike846 Words   |  4 Pagesfan or a person that has never played a sport in their lives. When I optically discern that check logo I ken it can only be one company. That company is Nike.Now Nike is arguably one of the most recognizable clothing or sportswear companies in the world. Strangely enough out of the fifty-one plus years they don’t have their own magazine. Nike sends their business to the best outlet as far as shoes, sportswear and equipment which is Eastbay. Eastbay is most popular for being an online catalog.As farRead MoreMarketing Analysis : Nike, Adidas, Aon, And Nike1161 Word s   |  5 Pageskey players. The major players as discussed in the industry analysis paper are Puma, Adidas, AON, and Nike. This essay entails a discussion of the competitive strategies each firm has over the others, giving reasons why the brands have been exceptional in the market. Strengths and weaknesses of Puma A SWOT analysis may be utilized to investigate into the strengths and weaknesses Puma has over the others, three key players. This analysis will show the risks and rewards of Puma (Åžen, 2008). The strengthsRead MoreMarketing Analysis Of Nike Inc.3315 Words   |  14 Pagesreport, the author highlights the marketing analysis of the leading athletic footwear, Nike Inc. Nike is headquartered in the United States. The author examines the marketing strategies of Nike with the help marketing models such as Ansoff Matrix and Boston Consulting Group Matrix. The author even focuses on the segmentation, targeting and positioning of the products, consumer behaviour towards Nike and conducts a PESTLE analysis. It gives a brief introduction of Nike conveying the foundation and formationRead MoreMarketing Analysis : Nike s Strategy1540 Words   |  7 Pagesgrowth as there’s more demand for trendy sportswear, most notably women as well as an increase in competitors; new look, Topshop and boohoo. Young people are the biggest sportswear buyers and are the most interested in innovation. (Sender, June 2015) Nike, as a company, fit into this market as the leader in sports fashion as they rank #1 in most valuable sports fashion and #18 overall on most valuable brands. (The world’s most valuable brands, 2015). The objective of this assignment is to criticallyRead MoreSwot Analysis Of Nike s Marketing Strategy1543 Words   |  7 Pagesapplying diversification strategy and being successful in diversification is Nike, Inc. This paper discusses Nike’s diversification strategies and how the company succeeds in using it. Along with corporate level strategy, this paper also touches upon the international strategy that Nike uses. Key Tie-Ins †¢ Diversification strategy †¢ International strategy Nike Diversification Strategy Upon first glance it is not very obvious that Nike employs diversification in their overall corporate strategy. The companyRead MoreMarketing Analysis : Nike s Brand1460 Words   |  6 Pagesquality of a team relative to its competition. An example of the competition would include other teams in the conference/league. Second, brand awareness is the way a consumer will recall a brand and its name. A great example of that is the just do it of Nike. Third, brand association is tangible and intangible association that a consumer has with a brand in addition to the perception of quality (Gladden Wong, 1997). For instance, I love Don Cherry because he gives his fancy suits away to charity. AndRead MoreThe Analysis of Marketing Communications Campaign with the Case of Nike Football Shoes2352 Words   |  10 PagesIntroduction Marketing mix is an essential tool for companies to target their customers, price and promote their product and locate their places. By analysing the 4P’s, companies can make the plans and achieve their goals. Marketing communications, as the promotion factor in marketing mix plays a key role in developing marketing strategies. To getting more customers and compete with their rivals, companies spend a lot of money on promotion. The promotion activities like advertising, sales and discountsRead MoreA Research Report On Nike1612 Words   |  7 Pagessituational analysis focuses on a world leading brand Nike. Firms undertake a situational analysis and planning process to identify and justify appropriate marketing opportunities for growth. This report provides an introduction to Nike with a background to the Company, its history and its product. This report also provides background data on the market, the product in more depth, its competition, the industry and the macro environment. A summary of the key findings from this situational analysis and aRead MoreNike vs Adidas1127 Words   |  5 PagesENTREPRENEURSHIP PROJECT CASE STUDY INTRODUCTION CONTENTS 1. | ACKNOWLGEMENT | 2. | AIM | 3. | INTODUCTION OF THE COMPANIES | 4. | COMPARISION OF MARKETING STRATEGY | 5. | DATA ANALYSIS | 6. | DATA REPORT | 7. | CONCLUSION | ACKNOWLEDGEMENT I would like to thank my teacher Mrs. Grace for her extensive support in the completion of this entrepreneurship project and also providing me with help full tips. This