Integrated Marketing Communication Plan
Nike Running Shoes
I. Background
Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficial, lean order-by-order manufacturing system, the Nike brand was finally formally launched in 1971. Eugene Oregon remains the home of the Nike brand and the corporation’s headquarters.
Understanding that a distinctive, easily recognizable logo was necessary to build the company’s sales and bond with its customers, the company tried various logos throughout the years. In 1980 the company settled on the final Nike, Inc. logo, referred to as the swoosh, and recognized around the world as the mark of the quality Nike brand.
As Nike’s newest advertising agency, our firm will be focusing our efforts toward improving the sustainable competitive advantage of Nike Running shoes.
II. Buyer Behavior
Nike Inc. currently represents thirty percent of the athletic apparel and accessories industry. The market is comprised of professional athletes, amateur athletes, those devoted to personal fitness, and trendy young adults continuously seeking the latest fashion trends and social recognition. Nike nurtures brand loyal consumers by publishing positive reviews and testimonials, and disseminating product specifications and information. The company recognizes that athletes would rather purchase products that are going to enhance their performance and improve time spent working out. Athletic training and development comes naturally to some but can be rather difficult for the majority of