Obviously, Nike targets people who enjoy to be active, people who enjoy sports and all of the above. One of Nike’s goals, is to create that “feeling” that transcends the product. Events such as We Run Dubai 10K, athletic and non-athletic endorsements like LeBron James and Spike Lee and social media contests to win Nike products, are just a few of the ways Nike tries to create the sense/feeling of belonging to the Nike Family and community. When a company like Nike builds customer loyalty, Nike increases its market share and accumulates increased sales. Being in the extremely competitive market Nike is in, customer loyalty is highly sought after.
But what makes people buy the name brand Nike? They have great advertisement. I love to watch Nike commercials; they appeal to me as an athlete. The commercials show the inner fight in people, breaking records, becoming a stronger person, being the best you, and being the best athlete; you can be overcoming anything. I find their advertisement to be very inspiring and motivational.
Among all of that, NIKE Sportswear, Running, Basketball, Football (Soccer), and kid’s shoes are the top-selling products. Nike wants to target active people of all ages by giving the best quality of products and services. Their strategy it to create personal deep connections between the consumers and their brand, and to deliver compelling consumer ... ... middle of paper ... ...enrollment fees. The idea of having this expansion is to enhance people’s lives through sport and fitness. Furthermore, obesity is not a new word in the United States.
Even, an old people also like to buy their products for their comfort. To increase in production and by shift to Asia, Nike achieved a great success in worldwide. Now a days, Nike is most popular brand throughout a world because of their ideas and high level
The success of the people that Nike promotes helps give Nike a little bit of credibility in what helps make someone a great athlete. So when Nike promotes a shoe saying that a certain type of shoe promising a specific result people not only buy to satisfy the need to create a better reality but also in trusting in Nike and what they can do. Those pictures are their constant appeal to ethos. The athletes like Russell Westbrook and past legends like Michael Jordan that Nike sponsored have created a chain in which Nike gives an athlete publicity and in turn that publicity helps the person they are sponsoring boost the sells for their product more. With all of this Nike helps create an image of what modern American is like.
Throughout the years, Nike had made a lot of successful advertising campaign through the hard work of their many agencies. Most of the successful advertising ... ... middle of paper ... ...he customers for hours everyday. The last objectives are to increase sales volume and customer’s loyalty towards Nike’s products. Positioning statement is a marketing strategy that aim to make a proposing business gain a distinct, competitive ‘position’ in relation to the competition. The positioning statement for Nike is to bring inspiration and innovation to every athletes in the world.
The Sports and Apparel industry is the most competitive, characterized with participants like Reebok, Addidas, and so forth (Lipsey, 2006, p. 103). Nike having been around for some time has managed to outdo its rivals by having an immense possession of competition in this industry brought about by the unique business level strategy it has. Nikes business level strategy has three major components, that is, cost leadership, management of industry segment and product di... ... middle of paper ... ...they are, and how much other countries love their products. Nike's business-level strategy has made a revolution in the related industry through totally satisfying the customers, and setting the pace for competition in the industry. Nike has changed the industry competition for the positive, and set the pace for the other organizations to embrace.
It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products.
Kotler and Keller describe branding as “endowing products and services with the power of a brand” (2009, p. 110). Puma is an exceptional global sports apparel brand producing high quality fashionable footwear, apparel, and accessories. In 1924, Rudolph Dassler established the Puma brand in Germany as a track and field sneaker company. Puma is a global company that has become a leader in the athletic apparel industry. Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products.
They have made an impact with their advertising and they strive to endorse their brands with athletes. I also felt that Nike’s success was due to their great quality of products. My thoughts still hold true but I do feel now, after doing this paper, that Nike is successful because of their employee involvement and also their environment awareness. As a young adult, I also find it very aspiring that one of Nike’s goals is to support the youth with their right to physical activity.