What is the main thing that a soccer player wants in his/her game? A perfect pair of soccer shoe for his game. Shoes that give them full control over the ball with a perfect accuracy that help him to soccer a goal. In my opinion, Nike did an excellent job in making their advertisement about their new T90 III laser soccer shoe. The main theme of the Nike – T90 III shoes in the advertisement, “Nike – Hit the Target,” is no matter how good you play or how famous you are in the soccer world. You still need a pair of shoe that will help in gaining control over the soccer ball and give you accuracy with speed. In a soccer game if you have proper gear, you are more likely to play well. Also, it provide a great confidence on player playing. Changing your soccer shoe can actually make the difference in your game play.
I have divided this essay in three main parts. In the first part, I will give the description of the whole advertisement. The second part will be analyzing the ad and the third part will be the conclusion about how people got convinced by this ad to buy their soccer shoe. Nike Inc. is an American multinational corporation that is into designing, manufacturing, developing and marketing services worldwide. It also provide service in footwear, apparel, equipment, and accessories. It is one of the world's largest suppliers of athletic shoes and apparel. It is also a major manufacturer of sports equipment, which generated revenue in excess of US$24.1 billion in its fiscal year 2012.Nike employed more than 44,000 people worldwide as in 2012. The brand alone is valued at $10.7 billion. Hence, making it the most valuable brand in sports.
The T90 Laser III Accuracy challenge in Nike Town London, developed by AKQA and...
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...he second one shows the Nike logo with a quotation ‘Make the difference’, which clearly states that people should change their soccer shoes to Nike soccer shoes. All over, it a very fascinating advertisement.
CONCLUSION
Nike's marketing strategy is in many ways the reason for the company success. Nike is now positioned as a premium-brand. Nike advertising is one of the most effective emotional branding examples in the advertising marketing in today’s world. Their customer loyalty is off the charts. All credit goes to the Nike brand strategy and masterful application of the emotional branding. That's exactly the kind of shrewd marketing attitude that drove Nike's past success. After perfecting in the art of big branding, Nike has now moved into a world in which its consumers want to be told less and just do more. Which is in a way, is such a big change after all.
They sell the product by using emotion and motivation. In the ad they use upbeat music, colorful colors and background, people taking control of themselves and ignoring others, people walking together to the “future”, and a message that draws people attention, “Your future is not mine”. These materials are what gets the audience’s attention and makes them consider buying the shoes.
The blueprint of a Nike Shoe originates from the Nike Research Lab located at the Nike World Headquarters in Oregon. At the Nike Research Lab, researchers carry out various tests in biomechanics, physiology, sensory in order to customise the product to suit the best interest of the clients. In addition, various factors such as geography, age, gender are also taken into account in order to cater to appeal to the preferences and needs of different segments of the market. For example, according to the Lab, runners in the United States prefer hard surfaces while those in Europe prefer trails and thus this will affect the compositions of the footwear sold in different regions. The latest innovation of the Research Lab, the NikeFree Shoe enhanced overall athletic performance by stimulating the effect of running barefoot with added features which enabled the strengthening of muscles and lowering the risk of injuries.
The Nike mission is "To bring inspiration and innovation to every athlete in the world". [Nikebiz.com, page 4] Nike research lab is constantly pursuing innovation in the field of sports. The research work in the lab is distributed into three categories including biomechanics, physiology and sensory/perceptual attributes. The research mainly focuses on differentiating factors like geography, gender, age and skill level. [Product Technolog...
Nike is one of the biggest footwear and apparel manufacturing companies in the word. The company came into existence in 1964 by Bill Boweman and Phil Knight and named it as the Blue Ribbon Sports. The company changed the name to Nike, which is Greek word meaning victory, in 1972 after producing a good brand of shoes that became popular among the athletes (NIKE, Inc., 2001). Since then, the company has been successful, dominating the world market of athletic shoes. The company’s products are sold in more than 170 countries across the world. The company also sponsors various sports events at national and international levels. The company slogan “just do it” is catchy and attract many people tom buying its products. This makes the company to grow continuously due to wide and stable customer base.
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
A pair of shoes gives motivation, empowerment, and confidence. When you see a Nike commercial that's what it consists of. It makes the consumer want to feel like they're on top of the world. Nike is known for bringing in famous athletes for their commercials and ads. The athletes make people feel like they can be like them or as good as them. Nike really progressed with their commercial over the years. They made it feel more personal recently by showing us more about regular people than just their usually celebrities. In three Nike commercials that i've chosen I will explain how they bring in two Fowles appeals. Which are the need to achieve and the need to dominate (276.) You will also come to realize how these Nike commercials are more
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
Nike is special and one of a kind because of the fact that they have an extremely targeted demographic. Nike’s mission statement is as follows “To bring inspiration and innovation to every athlete* in the world.” (Nike) Their target market is to all athletes, but they also use market segmentation to help specify certain parts of the market. Nike’s primary target audience is between the ages of 15-40. Both men and women are accommodated equally. Nike is beginning to place an increased focus on tweens and teens. This is in hope of building long-term brand loyalty. Nike places a lot of importance behind marketing campaigns about people living up to and striving to be their athlete idols. Nike doesn’t market or target based
In the world of sports marketing, one company stands alone, Nike. They have continued to run the table in almost every sport over all of their competition. They are so big that they even have subdivisions within their company such as the Air Jordan brand. The reason that they are dominating other big brands is their marketing. This paper will show how Nike’s marketing targets young male athletes in baseball, football, and basketball advertisements.
such as the use of line saying “ Juventus coaches direct from Italy” this is telling you that they have very high quality coach’s from the club of Juventus. This language will get the attention of a lot of kids that are interested in soccer because if they are interested in soccer they will know that Juventus is one of the best clubs in the world and have very high-quality managers and coaches. In the ad it also says limited spots available which is trying to get the reader to sign up quickly. Anther good advertising technique they have done is said if you do the camp you will get a included Nike kit, this is also good advertising for Nike’s brand and Juventus because Nike logo is on the kit. With doing this it will appeal to all of the kids that like nike as a
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.