A comparative analysis of strategies and business models of nike, inc. Original name of nike given by phil was blue ribbon sports. Examples of nikes marketing to learn how you can use nikes marketing strategy to grow your business, listen to this podcast episode 8. Thanks to exceptional branding and marketing strategy throughout the years, nike has become one of the most loved brands today. This report is all about to show a marketing plan for nikes products. Nov 16, 2017 they call themselves nike, but theyre not just a brand. We realize that the teammentality that captured the spirit of athletics in the late 1980s and early 1990s has been replaced by a sense of individualism. And the athletes helped nike design and market the products and brand that. Nike is successful because it has some of the best, if not the best, marketing in. The nike swoosh not tick is based on the goddess nikes wings it makes more sense when you look at the image below.
Duke university the fuqua school of business 6,324 views 56. Mar 06, 2018 marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Air jordan communication and marketing strategy air jordan is a shoe and apparel brand created by basketball legend michael jordan in the year 1985. It does this through measures of product movements, assessments of their competitors products and innovation. Nike believes that their business has flourished due to the thorough research that is conducted for each product. Marketing management marketing strategies of nike marketing essay. The cofounder phil knight wanted them to be incorporated into the logo and brought in carolyn davidson, a graphic designer. Nike displays this in their core marketing strategy by creatively bringing to market not only products but also events and experiences. So far, weve been talking about the early life of nike, when it was a small startup run by a geek and a worldclass trackandfield coach. Jun 01, 2016 case study on nike s marketing strategy nike is the top athletic apparel and footwear manufacturer in the world. How nikes marketing strategies helped it become a global.
As the nike approaches sports organizations in colleges to promote its products. References nikes strategy to become the leader in their market. At the heart of nikes business plan are the companys unique marketing strategy and culture that significantly helps foster innovation and creativity. The michael jordan of advertising hack that helped nike become the top sports brand in the world. What distinguishes nike from other shoe brands is that it taps into the power of influencer marketing the smart way. The aim is to develop the marketing plan of opening and promoting the online shoe shop, retailing worldwide known brands as nike, adidas, reebok, uggs and timberland.
By referring to legendary trackand field coach bill bowermans quotation, nike states that the vision of their company is to bring inspiration and innovation to every athlete in the world. This presentation will give you an insight of how nike changed the marketing scenario of the sports equipment industry. All intext references underlined in blue are added to the original document and are linked to publications on researchgate, letting you access and read them immediately. Furthermore, just like any true content marketing strategy, it isnt really much of a strategy at all. Nike is one of the pioneers in marketing and the marketing mix of nike is one of the strongest. Digital marketing strategy the ultimate guide to digital. But nike face a number of chelenges because other company sell all these products with the same rate that nike also. The findings of the study highlight nikes strategies which. Sep 09, 2018 nike digital marketing plan executive summary key problems or issues. Marketing strategy nike free download as powerpoint presentation. Nike swot 2020 swot analysis of nike business strategy hub. As soon as you have determined what your marketing strategy is, you can draw up a marketing plan.
You can view samples of our professional work here. This case study analyses the everevolving marketing strategies adopted by nike to become a global brand founded in. Nike is managing online sales from the company and social media websites. Nikes new consumer experience distribution strategy hits. Global marketing strategy is a way of selling a product or service to an international audience, while taking into account cultural and societal norms and preferences. Nike is known globally for its unique marketing strategy and techniques. May 18, 2018 oneline summary nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and storytelling.
Store layout strategies the style of the nike stores uses standard instore methods so as to improve the chance of customers purchases. The nike swoosh not tick is based on the goddess nike s wings it makes more sense when you look at the image below. It uses direct marketing to introduce new products to the target market. Mar 01, 2020 nike believes that their business has flourished due to the thorough research that is conducted for each product. Nike used to operate under the strategy of guerrilla marketing to promote its products, a strategy and concept that they had to abandon and change once they overpassed. In other words, it has both short and longterm benefits. Nikes brilliant marketing strategy 9 steps to just do it. Just do it comes to mind pretty quickly, as do air jordan sneakers, famous athlete.
Nike uses direct marketing to promote new products to the target market. Nike has worked to create demand by understanding their target market. Discovering the nike marketing strategy that put them on the map is where the gold is. What nike sold was an idea and it was an idea that everyone and anyone could get behind. The user has requested enhancement of the downloaded file. A conversation with hannah jones, vp of sustainable business and innovation at nike duration. The marketing strategy of nike rested completely upon a product image which is favorable and allowed it to develop into one of the best multinational companies after a while nikes favorable product icon has been kept optimistic because of the strong relation with the company logo that is quite distinct and unique as well as the product slogan that has been utilized in commercials. Ali mahdi1, mohammed abbas2, taher ilyas mazar3 1,2,3mba student, university of bahrain, kingdom of bahrain dr. The partnership made in heaven that made nike the top business in its industry. Marketing mix of nike nike marketing mix and 4 ps of nike. Starting from its swoosh logo to the famous just do it slogan, these are important factors differentiating it from its competitors. Integration, incentives and innovation nikes strategy to. Apr 11, 2016 with respect to this the report contains comprehensive marketing plan components including company analysis nikes current and future status, situation or market analysis and competitors analysis.
As a money making business, the branding strategy of nike interpolate its client into buying merchandise. Nike, strategy, product differentiation, innovative and outsourcing. That is why nike uses cost basedvalue based pricing other than its competitors page 16 january 1, 2016 strategic marketing plan of nike which offer low prices. Case study on nikes marketing strategy nike is the top athletic apparel and footwear manufacturer in the world. Statement of the marketing goal the main goal around which the marketing strategy of the company spins is to lead the worlds sports industry and to become pilot producer of fitness products around the globe. Weve become a digital company, says kasper rorsted. Nike have strong product portfolio as being present in various interrelated business segments is helping the company in retaining its customers and provide a bundled products to them.
It has established its hold in face of major competitors. Pdf strategic marketing plan of nike rizwan raheem ahmed. All the marketing strategy by nike show a competitive marketing management which can hoist company top turn out to be market leaders and making the market leaders company retain their competitive frame market by means of adherence to marketing principles, marketing plans and carefully planned marketing strategies. They call themselves nike, but theyre not just a brand.
It consists of rockers and rappers, artists and thinkers, entrepreneurs, athletes and other individuals and not just professionals, but regular people, too. The goals of nike marketing plans are the focus on the social as well as the digital strategy so that the customers could be engaged. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This is the comprehensive report that contains the components of marketing plan of nike inc. We can thus interact with consumer and be where they are. Marketing strategy of nike nike marketing strategy. They have achieved competitive edge through the employment of sound marketing techniques in the four aspects hence their performance. At the heart of nikes business plan are the companys unique marketing strategy and culture that significantly helps foster innovation and.
The target customers of nike are those who are niche and have almost have the financial capability of the product. A comparative analysis of strategies and business models of nike. Aug 09, 2009 this is all about nike its marketing strategies and how nike is able to always be one step ahead from its competitors. Is now one of the worlds top shoemaker that captures more than 20% of us athletic market. Pdf strategic marketing plan of nike rizwan raheem. Nikes strategy is focused upon the young generation. Nike strategy how nike became successful and the leader. Pdf this report is all about to show a marketing plan for nikes products. This is a marketing strategy of nike which calls for superior pricing points in order to push the supposed valu of the product. Superior marketing capabilities nike has excellent marketing campaigns. Pdf strategic marketing plan of nike the creativity and. Nike offers a wide range of shoe, apparel and equipment products, all of which are currently its topselling product categories. Target market both males and females in between the ages of 18 and 30, who belong in the middle or upper class, and who participate in either an active and athletic lifestyle, or a casual lifestyle, as well as returning customers with a high brand loyalty.
This allows the company to set quite higher cost that its rivalry. To follow its mission, nikes managers are concerned with elaborating on the strategies listed below. The competitive strategy that nike introduced at the end of the 1990s concentrates on honing the focus of our marketing strategies and product offerings through product differentiation. The success story of nike is because of its innovative design, wise marketing strategies and production. The american manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. Exclusive report 50 pages on marketing strategy of nike can be downloaded here.
Advertisements have been instrumental in marketing most of nikes products. Each nike ad is designed to inspireto tell us that we can do anything, if we just try. Sb22280 ahmad farid jamil sb22264 ahmad rizal muhammad arif sb22236 hisyam hasib sb22450 elangkoh ragiana. With respect to this the report contains comprehensive marketing plan components including company analysis nikes current and future status, situation or market analysis and competitors analysis. Analyzation of nike and its marketing and branding strategies. Furthermore, j ust like any true content marketing strategy, it isnt really much of a strategy at all. This video highlights nike s marketing strategies by. Constant innovation has been the byword for nike s success. Nike has the issues of the lackluster performance, especially in the north america market as the revenue is dropped. Pricing strategies since nike focused on the users who embrace product understanding and closeness and thus heed less regarding the product. Nike has an excellent marketing strategy in place and are the pioneers for their sector, every year they release new ideas and at the time of writing this report, nike opened a new concept store. Nov 11, 2018 air jordan communication and marketing strategy air jordan is a shoe and apparel brand created by basketball legend michael jordan in the year 1985.
With respect to this the report contains comprehensive marketing plan components including company analysis nike s current and future status, situation or market analysis and competitors analysis. First i will go into a brief history of the company and its most popular brand. Founded in 1967 nike has emerged as the most preferred footwear company for the athletes. Constant innovation has been the byword for nikes success. A comparative analysis of strategies and business models of. This can also be called the communication mix of the brand. Dec 10, 2018 nikes marketing strategy has remained a subject of study. Then an indepth analysis will be provided of these two important pillars of success.
Oct 17, 2018 in light of nikes recent marketing campaign which featured the controversial colin kaepernick, a short report into their marketing strategies and consumer behaviour. If you understand this digital marketing strategy a. Marketing is also a major strength of nike and offers it a unique advantage in the global athletic wear market. Nike was founded by university of oregon track athlete phil knight and his coach bill bowerman in january 1964. Find, read and cite all the research you need on researchgate. The nike marketing strategy that most of us recognize isnt the one that made them famous, at least not in the early days. Marketing plan of developing and promoting sport shoes online.
How nike changed the consumer brand marketing universe. Adidas ceo kasper rorsted wants to outpace nike with digital strategy. This is not an example of the work produced by our essay writing service. How nikes marketing strategies helped it become a global brand. We all think we know the classic nike marketing strategy. Marketing management master of business administration, uniten semester 1 20172018 31 may 2017. Sep 10, 2018 nike shoes on display at a shoe store. Strategic marketing plan of nike by hina brohi, rabel.
These days, nike stands on the shoulders of its amazing brand strength, but when it was getting started, it was just another small company with nothing but passion. Marketing management, master of business administration, uniten. With respect to this the report contains comprehensive marketing. Weve been very strategic in adding dimension to the nike brand, making it a. Nike digital marketing plan nike marketing analysis. This case study analyses the everevolving marketing strategies adopted by nike to become a global brand. Marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Results of nikes new customer experience distribution strategy in place for over a year in a study by euromonitor.
The marketing strategy of nike 2833 words bartleby. Description of marketing strategies applied by nike air force 4. Theyre also you and me, and everyone who straps on that sacred swoosh serving to define both brand and personal identity. However, over the period of time, it extended its product line to apparels and accessories like clothing, socks, digital devices, eyewear, and equipment for sports.
The corresponding intensive strategies grow nikes global sports shoes, apparel and equipment. Monitoring and evaluation help companies see how well their strategy is performing. The findings of the study highlight nikes strategies which focus on innovation and emphasis on its research and development department, provision of premium pricing for its customers, broad differentiation strategy, market segmentation strategy and closedloop strategy. A comparative analysis of strategies and business models. This video highlights nikes marketing strategies by. Nike takes the analogy to a level far more relatable. Jan, 2016 the nike marketing strategy that most of us recognize isnt the one that made them famous, at least not in the early days. Oneline summary nike transformed its marketing strategy by embracing key digital strategies such as data analytics, social engagement and storytelling. It is a brand made for the youth and its logo and slogan reflect the same young energy. It also helps them devise a future marketing strategy. Kotler and keller 2012 point out good marketing is the result of careful planning and execution p.
Apart from its swoosh logo which can be identified easily from among the crowd of brands, there are several things outstanding about its marketing. Part of this, for example, is the fact that according to rorsted 90 percent of the marketing budget will already be given over to digital campaigns and social media. Rizwan raheem ahmed mba36 j szabist group members arslan bhutto hina brohi joti prithiani rabel. Nikes marketing strategy is to continuously improve its products and services.
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