Nike is first created by Phil Knight and Bill Bowerman in 1964, to provide athletes with better shoes. The first year sales of their company totaled around $8,000, and now it is already one of the biggest sport companies in the world. Nike is called the legend of marketing communications. In the next part, I will analyze the marketing communications campaign of Nike football shoes, and explore how Nike put the marketing communication process model into practice.
1. Align with marketing objectives
The first football shoes are produced in 1950s by Adidas. In 1970s, many companies like PUMA, Umbro, Lotto, Diadora, Reebok, Asics, Mizuno start to enter this market and made a good profits. Nike, as the last one who enters into this market in USA big sports companies, get over 50 percent market share in football shoes industry in 2009. The football shoes are not a new invented product when Nike entered. As a new company in this field, Nike set their objective as the top companies at the beginning. They use the strategy of their other products. With their other products, Nike followed up on its football ware fame by dressing athletes from head to toe, introducing apparel collections for tennis and basketball, which were popularized respectively by superstars John McEnroe and Michael Jordan. In 1988, Nike's "Just Do It" slogan was introduced, and it remains one of the most recognizable and successful commercial taglines.
2. Consider the target market
As a football shoes producer, Nike’s football shoes products have a typical niche market: football fans. They spend huge amount of money to be the sponsor of famous football club, and use the top football stars as their Image Representative. In sports industry, customers are easily to ...
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...re the tournament critics had doubt whether or not South Africa could hold a major event like the World Cup, this was found to have no substance in the end as many now have the opinion that it was a well hosted competition and that South Africa is capable of moving forward with its development in the future. The tournament has brought together the people of South Africa, filling them with national pride, a feat not seen in this country for too long a time. With the success of the World Cup there is a great chance for South Africa to push out of the poverty and lack of unity that it has witnessed for centuries and gain some economic stability.
Works Cited
http://www.mrlukeabbott.com/tag/ambush-marketing/
http://www.forbes.com/sites/face-to-face/2010/04/22/nike-adidas-and-the-world-cup/
http://www.freemoneyfinance.com/2010/06/money-and-the-world-cup.html
"Nike." Columbia Electronic Encyclopedia, 6th Edition 1. Academic Search Premier, EBSCOhost (accessed November 6, 2009).
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
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. The Nike slogan ‘Just Do It’ plastered on so many products inspire others to get out and ‘Just Do It,' no hesitation. Nike tries to appeal to you to buy their products by placing their apparel on professional athletic. Everyone knows Lebron James he has many young athletes that look up to him and want to be just like him. What do they see Lebron James wearing? Nike apparel, for the kids that want to be just like him, they want what he has. So they want the Nike look. For me personally, I see Nike products and logos at just about all sporting events, which is a great strategy for the business.
Only a week earlier, on June 28, 2001, Nike had held an analysts' meeting to disclose its fiscal-year 2001 results.1 The meeting, however, had another purpose: Nike management wanted to communicate a strategy for revitalizing the company. Since 1997, its revenues had plateaued at around $9 billion, while net income had fallen from almost $800 million to $580 million (see Exhibit 1). Nike's market share in U.S. athletic shoes had fallen from 48%, in 1997, to 42% in 2000.2 In addition, recent supply-chain issues and the adverse effect of a strong dollar had negatively affected revenue.
Nike was first known as Blue Ribbon Sports, founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in 1962. It officially became Nike, Inc. in 1978 while taking its name after the Greek goddess of victory. Mark Parker is the current CEO and Phil Knight still continues to hold a position at the top of the organization, as the company Chairman.
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
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,
When comparing prices, consumers can find the exact same style Nike boot in Adidas and pay a lower price. Essentially what the consumer is paying extra for is the Nike brand. Looking back at my journal you can see I wore the Adidas boots one time, then went out and bought Nike boots. “Brand loyalty is based on an emotional connection toward the brand and a conscious commitment to find this brand each time the consumer purchases from this category.” 112 Brand Promotion I could have worn the Adidas boots for free but I spent the time and money to go purchase the Nike brand. “brand loyalty and advertising work together to create another important economic effect related to pricing flexibility and profits. When consumers are brand loyal, they are generally less sensitive to price increases for the brand.” 45 Advertising and Integrated Brand Promotion Being able to raise prices but still keep the consumer market is very valuable. This is one of the main reasons brands strive to have brand loyal
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)
There are as many brands as there is ants in the world, but the two brands that pop out are adidas and nike. Those two brands have been going head to head for ages to see who is the better brand. It’s been tested, compared, and debated which brand is better. Whether it’s the quality of the materials or the cost of it, the debate is ongoing. Both brands have been fighting for the top ever since they were both created and I don’t blame them it’d be fantastic to be the best brand in the world. When Nike and adidas are contrasted, it becomes clear that the Adidas brand are better for the overall consumer and enhances sport performance than Nike.
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. In 2000 Nike Inc. not only manufactured and distributed athletic shoes at every marketable price point to a global market, but over 40% of our sales came from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States).
Nike was incorporated on September 8, 1969. Company focuses on seven key categories of its products: running, basketball, and football, men’s training, women’s training, Nike’s sportswear and action sports. It also designs products for kids as well as other athletic and recreational uses, such as cricket, golf, other activities, baseball, tennis, volleyball, soccer and wrestling. The Nike Company also deals in athletic apparel and accessories in addition of athletic bags and accessory items.
Nike is the world famous company. It is an American multinational corporation which is occupied in the design, development, manufacturing and worldwide marketing and selling of the footwear, equipment and many more other services. The Nike Company was founded on 25 January 1964. The first founder Bill Bower man and the second founder Phil Knight. The Nike name comes from the Greek word goddess of victory. The mission of the Nike Company is to bring inspiration and innovation to every athlete in the world. There are two sides to Nike: the public face and hidden misery. It is the number one shoe maker in the world. This Company creates designs for all age groups, for instance, for men, women and for Children.