The short version of this is: Nike makes itself pop up everywhere, so that it's well known. It associates with people that most of it's consumers want to emulate (such as michael jordan, in the 1990's) and creates products that will appeal to as wide of an audience as possible while using those celebrities it's consumers want as bait (eg, michael jordan and the Air Jordan shoe line). This is just the marketing side: The business as a whole creates fast, easy assembly methods that allow it to use cheap labor in southeast asia and elsewhere to get cheap products (around 10 dollars) and sell them at extremely high prices (about 150 dollars). With nike, most of what you're buying is image.
Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion.
Its promotional activities include agreements for product sponsorship with professional athletic teams, celebrity athletes, and numerous college athletic teams. Nike is involved in the production of goods for a wide variety of sports, competing with every sports fashion brand in existence. Because of the absence of any single brand that rivals the products of Nike, the company has no direct competitors, with the exception of German company Adidas. This has helped popularize the brand worldwide in all areas of sport and sports fashion.
When Nike first began as Blue Ribbon Sports they only sold one product (running shoes) and because of this they had to make the target audience large. However, because of the wide-range of products that Nike sells they now have different target-audiences for each product. For young people, Nike sponsors popular athletes that their customers want to emulate.
I must questions the "The Marketing Strategy" for Nike as of June 2009. Where has Nike gone?? I am aware of the Nike brand at all times- however I never see "JUST DO IT" anymore. No more vibrant outfits for sport stars on the court/field etc. I just want to know, when did Nike Change its Marketing Strategy from "In your face" to ... Where did Nike go????
I think Nike has already accomplished that image to put stars on screen to pursue more consumers. I believe they are at a different level now. What I mean by that is, as a company they are reaching over globally rather than just individuals. There are still ads for Nike its just doing in daily basis with global beat thats all
Do you think that using leaders- celebrities- cultural, sport, etc etc by sponsorship is enough? I know it is working properly. But other parts of marketing mix are in shadow of this one. I think it is a shame.
