...Zobisch October 12, 2015 Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their effectiveness and whether or not improvement is needed. Nike uses print, television, social media, direct marketing, online marketing and more in order to spread one central message and that message is to “Just Do It”. Word of mouth is a large factor in Nike’s popularity as well. The Air Jordan leg of the brand creates tons of media hype every time a new shoe is released. Nike has been able to build a legacy that has only grown over the years. The company has remained relevant through all marketing channels and could possible even take a break from extensive advertising at this point without any stop in sales. The innovation in products as well as brand loyalty has built a following that is unmatched in shoes and athletic wear. When we look at integrated marketing communications, we are looking at the message Nike sends to...
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...target consumer croup. The impact of branding on consumer purchase decision has been studied. The different approaches of influencing market positioning of the company and product through promotion have been discussed herein. The methodology incorporated includes both primary and secondary research data, pertaining to directly and exclusively collected information and views from Dove users and employees and results or analysis from credible magazines, online portals, discussion forums, journals etc. respectively. The data sampling has been thereon used to ascertain outcomes and derive results and presenting a better view of the entire branding-promotion-consumer cycle. Keywords: Branding, consumer buying behavior, brand management, Nike CHAPTER ONE - INTRODUCTION Chapter One introduction mainly concern with the background study of the project focusing to the study of the case. The concern also given to the research aims and objectives of the research as well as research question which comply with the dissertation. The focus also given to the research methodology which determines the ways of deriving the data collection and its methods for analysis where primary and secondary research being taken under consideration. The parallel focus given to the significance of the study being taken under consideration and finally ends with conclusion of the chapter one. 1.1. BACKGROUND “People get consciousness all the...
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...Most people are familiar with the Nike logo. Most people also know that Nike is a multi-million dollar company that sells name brand shoes worldwide. Millions of pairs of Nike shoes are sold daily, but what people don’t know about Nike shoes is how and where they are made, who makes them, and how Nike spends its money in this process. According to the “Sweatshop Fact Sheet,” Tiger Woods is paid over fifty five thousand dollars a day to be their spokesman. Another famous person that is a spokesman for Nike is Michael Jordan. According to the article “Running Away With the Profits,” (Environmental Action, Academic Search Elite), Michael Jordan is paid twenty million dollars in endorsement fees. Big name sport teams advertise Nike to appeal to the common person. Indonesia is one of many countries around the world that is home to numerous Nike factories. Indonesia is a third world country of 214 million people. The main part of the economy is farmers, with half of these being the labor force. This happens to be an ideal country of choice for Nike to set up their factories for manufacturing their shoes. It allows Nike to take advantage of the local people. These people need to work in these factories to make a living, and they are stuck with the poor working conditions that Nike has provided. One way in which Nike is taking advantage of their workers is through long and hard work hours. According to the article: “We are not machines,” the Nike’s code of conduct states that...
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... 1. Assignment Topic In your case report, identify three to four marketing challenges covered in this subject, and address how those challenges can be met using the principles developed in this subject. Be sure to cite and reference the name and source of your case in your assignment report (as well as other references you use). The case study “Nike – The art of selling air.” has been included for reference in Appendix A of this paper. 2. Word Count This paper contains a total of 2581 words from the start of the introduction to the end of the conclusion section. 3. Executive Summary Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges could be best addressed using marketing principles. The paper provides a brief introduction to the company known as Nike, explores what concepts are guiding Nike’s company marketing efforts; and uses examples to explore some of the marketing challenges and misjudgements that Nike has faced and how these were or could have been overcome using marketing principles. 4. Introduction...
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... Advertisement page 3 Sponsorships of athletes Cristiano Ronaldo Kobe Bryant Tiger woods Sponsorships of teams Barcelona Paris saint Germain Creation of new products Nike hypervenom 3 Nike Air flyknit Vapormax Conclusion References CSM/SFS Report: Nike Introduction This report is was created in order to look at Nike Inc. and the marketing practices of the company. We intend to look extensively at what Nike is and how it markets itself in a variety of ways, these include but are not limited to. Advertisement on TV, in papers/magazines. Sponsorship of successful athletes. Use of social media. Media/Press Releases Creation of new products. Sponsorship of successful sports teams. What is Nike? Nike is an American sportswear company that is headquartered in Oregon, United States. Nike is the largest sportswear company in the world, with revenues of $32.2 billion. (Nike Inc., 2017) Nike was originally founded as Blue Ribbon Sports in 1964 but renamed Nike in 1978 which is the Greek word for “victory”. (Levinson, 2016) Nike has a total of 111m social media followers across all its accounts. Marketing Breakdown Marketing plays a huge role in business in the world today, especially in the highly competitive world of sport. For example, in 2014 Nike Inc...
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...Nike Corporate Team Case Executive Summary Nike has dominated the athletic apparel industry since its inception in 1964. Nike has been the industry leader for many decades and they still are finding new ways to grow. Through innovation and exceptional marketing Nike has become one of the best companies in the world. The history of Nike will help us understand how it became the successful company we know today. All companies are not without problems and competitive edges above the competition. The Analysis of Nike’s SWOT(strengths, weaknesses, opportunities, and threats) will help identify the the possibilities and weaknesses of Nike. The efficiency and effectiveness that is required of companies in this hyper competitive environment dictates whether a company succeeds or fails. Value chain analysis will exhibit the way Nike is always performing above the competition in its industry. Lastly, the discussion will talk about Nike's brand advertising and how the use of sports icons has increased their sales every year for over 30 years. History Nike has become one of the most well-known brands as of today. The way they have done business over the last fifty one years is why they have been so successful in their line of sports related products. Nike’s mission statement states “Bring inspiration and innovation to every athlete in the world”. Nike has been at the head of the pack all the way since the beginning. Nike was founded on January 25th, 1964. It was originally called Blue...
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...saying they do not believe in retirement. The reason I pick this article is because retirement has been a big issue for the United States lately. I am going to be 32 and I need to start thinking what I needed to do in the future. I do not think Social Security is going to be an option for me in the future. Investments are unpredictable, and with me as well as most Americans we are just making ends meet. Its had to say what is going to happen in the future, but it looks pretty grim. If I had to write a research paper on this subject. I would definitely chose this article because of the options it gives to people in retirement. The main purpose of these article is spending. We spend so much money on things that are really not that important. Some examples are eating out, shopping for clothes that are in style. This types of spending can be expensive. A great example would be when I was a kid, I would have my mom buy me the new Jordan when it came out. They were just shoes and they only last for a few years. Money comes and goes, but everyone needs it to survive. This will be an issue that always needs attention, whether it is when we are retiring or in...
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...Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Adidas image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet. Copyright : group-1©bba®pstu Term Paper (8th...
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...Term Paper (8th Semester) Page-1 Advertising Strategy of Adidas: A comparative Study EXECUTIVE SUMMARY Adidas Inc. is a marketer of sports apparel and athletic shoes. The German manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Impossible is Nothing." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. At the critical time of global economic crisis, Adidas will react to the consumers’ pessimistic attitude and stressful emotion during this period. It may become a good chance for Adidas because it can take advantage of its previous advertising way of “Impossible is Nothing” campaign by sponsoring sports stars to express the corporate philosophy of grit, determination, passion and humor, giving people more courage and psychological comfort in face of economic crisis. But besides that, we also focus more about family function especially in Asian countries which emphasize a lot on family, which can provide caring emotional communication. Therefore, from both strong-willed hero worship and water-like fork environment, customers can easily link Adidas image with not only strength, but also warmth. The preferred media we choose are TV, specific magazines, outdoor and internet. Copyright : group-1©bba®pstu Term Paper (8th...
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...Nike Fortune 500 Company Analysis Park University MG495 Abstract This paper will discuss the successful, multi-national, athletic, and Fortune 500 company, Nike. Nike is one of the most recognized companies today and has created products and an image that companies all around the world dream to achieve. Through a straight forward mission statement that encompasses their vision, Nike is able to show how devoted they are to satisfying their customers' needs and going beyond that to ensure their customers only receive quality products and services. Nike’s extensive history, dating back to the 1950’s only adds to its impressive reputation in the athletics industry. It’s properly researched, developed and managed marketing strategy has given Nike the advantage over its competitors and has helped to ensure the company will lasts for years to come. The company was founded on the premise that it wanted to be the industry leader and develop products to help athletes perform at the highest standards. From the very begging Nike has done everything to achieve and maintain that balance and it still is the industry leader today. Nike History Bill Bowerman was a track coach for Oregon in the 1950’s. He was always seeking new ways to get a competitive advantage amongst his competitors. He tried everything from experimenting with running surface compounds, hydration, nutrition, and just about anything else you could think of to gain an advantage. He tried pitching it to all of the...
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...EXECUTIVE SUMMARY NIKE INC. In an effort to become one of the world’s leading designers, marketers, and distributors of athletic footwear, apparel, equipment, and accessories, Nike Inc. started with two visionary men who transformed themselves into one of the top selling brands in the athletic shoe industry. Through taking chances and understanding customers needs, Nike Inc. has established a large market position and strong brand equity. Nike Inc. understood early in its history that aligning its products with top athletes like Tiger Woods, Lance Armstrong and Michael Jordan, would propel the Nike brand to the very top. Nike also fostered endorsements with both individuals and associations like the NFL. Nike also takes into consideration the impact of giving back, having a positive Corporate Social Responsibility and being environmentally conscious. At the same time Nike experienced setbacks due to their dependence on third party manufacturers and having limited control. Nike Better World CSR Campaign targets smaller waste output (carbon footprint) and paying closer attention to the way their products are being manufactured (labor force) helping Nike to get back in good standing with consumers. Because, the market for sporting goods is intensely competitive, it is important for Nike to realize that it is not just the young “hip” generation that is going to keep them on top. The older “Baby Boomers” can help them to succeed too; this generation is known for...
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...organizational culture to sustainability…………………………………….6 b. Building organizational culture………………………………………………………6 4. Product innovation……………………………………………………………………….7 5. Conclusion………………………………………………………………………………..8 6. Recommendation…………………………………………………………………………8 References list……………………………………………………………………………10 Executive summary Management sustainability is the responsibility of organizations to ensure their operations give economic, social and environmental value while maintaining the resources required for future generation. Sustainability is a part of business strategy today and it can bring competitive advantages for companies if it is well considered. Nike is the world leading company in shoes and sport equipment industry. It was established in 1964 and located near Oregon, United States. This report will discuss, analyse and evaluate how Nike company uses planning and organizing functions to maximize its benefits from sustainability. It will start with how Nike repair its negative reputation of sweatshop in its factories in developing countries, and then look at how it...
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...Product, Pricing, and Channels Paper Davy Ferguson, Antoinette Gardner, Adrienne Howard, Nancy Rooke, Taivonti Savage MKT/421 May 12, 2015 Dr. Christopher Whitaker Product, Pricing, and Channels Paper Meeting the Needs of the Target Market Duende is an athletic apparel company focusing on the growing demand for fashionable, functional active wear. There is a large market for the products currently offered by Duende and consumers are looking for athletic apparel in new fabrics and bright colors which broadens the scope for even more products to join the Duende product line. Today, Duende offers products such as running shoes, backpacks, hats, sunglasses, socks, protective gear, fitness devices, and yoga apparel. Duende’s research and development group is constantly surveying the market to stay in touch with latest trends. Active wear is especially appealing to those who are interested in a healthier lifestyle. Duende’s offers a product line geared toward the gym-minded professional who is interested in clothing that is comfortable and also motivational. A pair of super cute leggings works for the gym and also transitions well into the after gym trip to the grocery store. Some of our customers will purchase our products to use as leisure wear. Our customers will wear our products because they feel good, look good, and make them feel good about themselves even if they do not plan to go to the gym today. Duende offers this functionality at an affordable price. ...
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...Nike and Adidas Strategies Joyce Powell DR. Jean Fonkoua Bus 508 May 28, 2015 Nike and Adidas Strategies Compare and contrast the promotional strategies used by two different companies for a similar product within the category that you selected. The main purpose of this paper is to compare and contrast the various marketing, by Nike and Adidas, two of the world’s best sports companies. Nike and Adidas are involved in major athletic apparel. According toDermesropian, Drage, Grigaite and Lopez (2004,p.15) Nike focus on innovation and emphasis on their research and development department in order to be profitable in the long run and they do their best to produce footwear, apparel and athletic equipment that reduce or eliminate injury, help in athletic performance and maximize comfort. Nike operation in the USA, Asia Pacific, Europe, Middle East, Africa and the American regions trying to reach as many customers as possible. Nike business level strategy is a combination of the best cost provider and broad differentiation strategy, but more emphasis is put on the best cost provider strategy. They believe and confide heavily on strategic outsourcing and most of their products are manufactured outside the United States. One of the main reasons behind their success following the cost leadership strategy is their extensive network structure that allows them to cancel their alliance with any company that fails to maintain their standards. The team member work very closely...
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...Marketing Plan MKT/421 July 2, 2012 Marketing Plan When the “swoosh” logo is seen on billboards or displayed in magazine advertisements, we automatically think of one company name, Nike. We do not have to see the company name to realize the effect Nike marketing strategy has had to make its logo a familiar reflection of a recognized brand name on shoe racks and in households all around the world. Nike is widely known for their superior innovations in running shoes and has given athletes competitive advantages in their area of competition and in their fashionable appearance. With its sleek, game-changer designs, and head turning appeal, the new Nike Air Max+ 2012 is the highly anticipated running shoes soon to hit the pavement at a store near you, priced at $170. In Team A’s paper, we will discuss the history of Nike, the latest running shoes to hit the market for 2012, why marketing is important, the SWOTT analysis, and their market strategy. Nike, Inc. History Established in January 1964 by a college track athlete and his coach, Blue Ribbon Sports was formed and operated as a distributor of a Japanese shoemaker. As a startup company, Blue Ribbon Sports operated as a distributor and begun selling track shoe out of one of the founder’s automobile. Later in 1972, Blue Ribbon Sports changed the company name to Nike and in 1980, went public under the Nike name; this is according to Nike, Inc. May 2011 Security and Exchange Commission filing (Security and Exchange...
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