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Nike Marketing Strategy

  • Date Submitted: 08/28/2013 09:55 AM
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Nike Marketing Strategy
Hongsheng Zhang   25370197

Nike is using several marketing strategy in combination to achieve the marketing goal. The main strategy is using the sports celebrity to create the influences to the fan group and then spread the influence via the fans to across the whole market, which been called “pyramid of influence”.

In addition, Nike using sponsorship with the sports team within the potential market to develop an intimately relationship with the sports fan around the world, and utilize the relationship to influence the potential customer to recognise their brand value, which might affect their brand choice in the future.

Nike chooses the internet plus sports celebrity as a tool to interact with market by using the fame of the celebrity to gather more potential customer. And by using the celebrity’s mouth to send their brand value to the customers.

Nike use the slogan “Just Do It” to promote an attitude that meets the value of the general society. To win the customer’s acknowledgement which makes the customer easier to accept the product by agree with the message behind the brand.

Also Nike supports the charity group to enhance the brand image and brand exposure. And sending a message to the market that the money customers spend in Nike might go to the charity, which shows the Nike has certain social responsibility and build up the favourable impression.

Nike is partnering with other company to position itself in a new marketing segment. With the partnering Nike might get customer to associate the brand image of both company together which can communicate Nike’s brand with the partnered company’s customer. By host event and promotion together Nike can really expand its customer group into other marketing segment.

Furthermore, Nike formed a partnership with retail store to provide more detailed product to more specific target customer, and eliminate the threat of the potential competitor from the distribution...


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