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Nike "just do it"

  • Date Submitted: 04/17/2013 10:10 PM
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ID 24643602
Name: Jiawei Cao
Case Study
Nike is the most famous sport manufacturer in the world now. Today, Nike dominates the athletic footwear market with a 31 percent market share globally and a 50 percent market shares in the US. The reasons why Nike can make success came from the excellent marketing strategies of itself. I will discuss these strategies below.

1 choosing the influential athlete as its spokesperson. Michael Jordan, Kobe Bryant and LeBron James on basketball; Maria Sharapova and Roger Federer on tennis; Tiger Woods on golf. This action can increase the popularity of the brand due to the huge amount of fans of these athletes.

2 making an impressive advertisement. “Just do it ” has been rooted in customers’ mind for 25 years.

3 expanding the oversea market, not just in the US. Nike built the sponsorship with soccer team in European or some professional teams in the Olympic Games.

4 making cooperation with other agency of sport goods, such as foot locker. At the same time, Nike develops its sub-company, such as Jordan and Converse.

5 combining technology and their own products. Nike’s lead in the running category has grown to 60% market share thanks to its exclusive partnership this Apple. Nike plus provide a new exercise style for customers.

6 building a relationship with consumers. Nike launched a tiger web talkback session at nikegolf.com in 2009 and hosted the Human Race 10K, the largest and only global virtual race in the world in 2008 and 2009.

7 taking a frontal strategy with its biggest rival Adidas. As the biggest two sport brand, they both have similar products in different kinds of areas. However, Nike wins Adidas.

How important is a marketing strategy play in today’s business?

The heart of your business success lies in its marketing. Most aspects of your business have relationship with successful marketing. Marketing is a process by which a product or service is introduced and promoted to...


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