How nike s advertising crosses borders and transcends nationality by. Nike uses a mix of relationship and relationship marketing. The brand can be found everywhere, examples of its major target areas are. Show full abstract the nike s objectives and marketing strategies in terms of its 4ps that is it is shown that nike can offer and increase its product range by offering other related products. Planning effective marketing strategies for a target audience. 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. Indeed, part of nikes growth strategy is to add to its portfolio of brands. Discovering the nike marketing strategy that put them on the map is where the gold is. Nike is employing this strategy within its manufacturing, marketing, product development, and customer service processes.
Nike transformed its marketing strategy by embracing key digital strategies such as data. Evaluating marketing strategy and recommendation for nike. Francesc xavier arroyo university of barcelona faculty of business administration academic. If you continue browsing the site, you agree to the use of cookies on this website. For example, increasing the market share by 3% or entering a new market overseas. The merits of each have been discussed, argued, and rehashed over and over again. Pdf this report is all about to show a marketing plan for nikes products. The user has requested enhancement of the downloaded file. Its safe to say nike s at the top of its game right now.
This report aims to present the marketing plan of the leader of sportswear innovation, nike. Ali mahdi1, mohammed abbas2, taher ilyas mazar3 1,2,3mba student, university of bahrain, kingdom of bahrain dr. What are the pros, cons, and risks associated with nike s core marketing strategy. Marketing plan of developing and promoting sport shoes online shop lifeshoes prepared by ksenia efrimidi niub number 14950623 supervisor of the bachelor thesis dr. Shoes nike, adidas, rebook, file, new balance, british knight, books, converse. Nike is successful because it has some of the best, if not the best, marketing in. Below is the pricing strategy in nike marketing strategy. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. This broadening of the marketing concept, to include strategic as well as operational decisions, has resulted in an overlap between marketing and strategic management. Thus, in order to improve its customer services, nike strives to represent the highest service standard within its industry, and tries to build loyal. Pdf strategic marketing plan of nike the creativity and. Nike s marketing strategy is an important component of the companys success. Nike strategy how nike became successful and the leader.
This case study analyses the everevolving marketing strategies adopted by nike to become a. Marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. The power of its brand netzwerke geheime tricks pdf and logo speaks. Nike is shifting sales to directtoconsumer channels as well as realigning its. Nike is the worldwide leader in supplying athletic shoes around the world.
And many managers and business writers hold the view that branding is. South africa and japan nike marketing plan by daric casper. The american manufacturer, na byudzhetnye mesta 09 08 12 pdf through its. How nikes marketing strategies helped it become a global. 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. Nikes marketing strategy is to continuously improve its products and services. Not only does it own 48% of the american athletic footwear market, but its share of the basketball footwear market is at a staggering 96%. A comparative analysis of strategies and business models of nike. Nike is a market leader in the sportswear and sports equipment and employs value based pricing strategy to facilitate growth in sales and profits of the company. Marketing strategy nike free download as powerpoint presentation. Nikes brilliant marketing strategy 9 steps to just do it. Solved what are the pros, cons, and risks associated. As nike focused on its industrial shoes, it has missed the opportunity of a growing aerobic market but came back in front of its opponents by risking.
It does this through measures of product movements, assessments of their competitors products and innovation. Nike marketing mix 4ps nike marketing strategy mba. By this strategy, nike measures the value customer is willing to pay for every product. Evaluating marketing strategy and recommendation for nike 32 downloads 11 pages 2,715 words add in library click this icon and make it bookmark in your library to refer it later. Thus, in order to improve its customer services, nike strives to represent the highest service standard within its industry, and tries to build loyal customer relationships around the world. Nike s marketing strategy is amazing they create buzz and excitement for their products based on the fact they are limited in stores,which adds to the excitement.
Furthermore, just like any true content marketing strategy, it isnt really much of a strategy. The marketing concept states that a company must determine the needs and wants. This is accomplished by evaluating their social media marketing strategy with. From the case study we can see that core marketing strategy of nike s is belief in a pyramid of impact in which the inclinations of a little rate of top competitors impacts. In fact, its remarkable how well the brand has adapted its approach to new trends and technologies without losing the core of their identity or brand voice.
There is influence of the product and brand choices of others as the core strategy that has allowed nike to stay above. As the marketing landscape has changed since the 70s, so has the nike marketing strategy. Melanie brown abstract in the practice of international marketing, the debate between standardization and customization of advertising has been longrunning. Luxurious brands like gucci and prada are negatively affected on counterfeits sold by illegal vendors in developing countries. References nike s strategy to become the leader in their market. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan. Managers around the globe are recognizing the increasing importance for the firm to develop marketing strategies to compete effectively in worldwide markets.
A comparative analysis of strategies and business models of nike, inc. Is now one of the worlds top shoemaker that captures more than 20% of us athletic market. The basic elements of a marketing strategy consist of 1 the target market, and. The american manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. Brand extension the benefits and pitfalls bloomhead. Strategicmarketingplanofnike this is the comprehensive report that contains the components of marketing plan of nike inc. The nike marketing strategy that most of us recognize isnt the one that made them famous, at least not in the early days. In the beginning, nike thought of itself as a productionoriented company, with emphasis being put on the design and manufacturing processes, as their innovations in those areas was what initially set nike apart from the rest of the competition. Marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Branding is sometimes considered to be merely an advertising function.
In the first part, we will begin by covering the history o f the company and w e will go over an indepth. Nike, strategy, product differentiation, innovative and outsourcing. Behind every corner of the nike business is a singular focus. Although nike s marketing strategies had brings lot of positive implications to the company. The business has obtained a huge position in the market of these places thanks to the innovative. 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. They have achieved competitive edge through the employment of sound marketing techniques in the four aspects hence their performance. Strategic marketing plan of nike by hina brohi, rabel. These plans are referred to as marketing strategies.
Branding strategy of nike in greek mythology, the word nike is associated to the goddess of success, representing honored conquest on the battleground. What sort of marketing strategy has nike used to achieve and maintain this level of market dominance sure, the highprofile celebrity endorsements probably play a role, but for the most part. Doc comparison of strategy between nike and adidas. 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. To achieve these marketing objectives requires a plan that details the actions needed. The findings of the study highlight nikes strategies which. Examples of nike s marketing to learn how you can use nike s marketing strategy to grow your business, listen to this podcast episode 8. The innovation and marketing processes of one such company, nike, provide a. Pros, cons, and risk associated with nike 1 what are the. Marketing strategy of nike nike marketing strategy. As used in this report, the terms we, us, nike, and the company refer to nike, inc. Business environmental audit critically assess the strategic. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal.
Using the same kind of thoughtful and deliberate strategy, weve created a portfolio of. This process is referred to as the swot analysisso named be cause it examines the strengths and. Case study of nikes social media marketing strategy. Consumers who buy the products know dissimilarity of quality. Nike marketing plan nike is the most renowned supplier of athletic shoes and apparels. From this point of view, we find that nike s core marketing strategy comes up with its belief in a pyramid of influence from different preferences of a certain percentage of top athletes. 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 nike s 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 for a. A comparative analysis of strategies and business models. Evaluation store report card evaluate individual stores performances grades based on profitability, consumer happiness and employee happiness employee report card meet with individual employees asses their performance discuss complaints if any factory evaluation. When bill bowerman and phile knight founded nike, they aspired to inspire this myth in every product. Marketing plan of developing and promoting sport shoes. Analyzation of nike and its marketing and branding strategies.
Nike s favorable product icon has been kept optimistic because of the st. Original name of nike given by phil was blue ribbon sports. Brands and branding branding has become one of the most important aspects of business strategy. Nike case study question 1 what are the pros cons and. Marketing strategies within the marketing function of any organisation there will be key goals, or objectives, to be achieved. Is a marketer of sports apparel and athletic shoes. Results of nike s new customer experience distribution strategy in place for over a year in a study by euromonitor. Duke university the fuqua school of business 6,324 views. Nike launched its famous and brand new technological shoes called nike air and became a publicly traded company. What are the pros, cons, and risk associated with nike s core marketing strategy.
171 1531 967 398 1317 1286 356 85 658 1580 1122 1434 1160 1041 1296 630 500 378 331 1505 1405 908 389 1491 589 1314 1060 1303 527 1062 279 843 933 463 886 793 438 22 571 286 530 1233 13