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Nike Marketing Strategies

  • Date Submitted: 03/24/2014 11:42 PM
  • Flesch-Kincaid Score: 39.8 
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Nike's brilliant marketing strategies are their drive to attain their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. Nike has contracted many professional and famous celebrity sports figures who have managed to make a considerable interest to their items. Most of the sportsmen hired by Nike include basketball legends and superstars such as Lebron James and Michael Jordan, triathlete superstar Lance Armstrong, tennis superstars Rafael Nadal and Maria Sharapova and Tiger Woods, a great name in the world of golf. This has appealed to the consumers’ sense of belonging and essentially, by owning Nikes, customers were suddenly a “member of a desirable group.”

Another marketing strategy of Nike is the tailoring or designing of the product objective. The organization does this through linking victory or achievement with the product. For example, when a superstar athlete sponsors a particular brand of sports shoes, the shoes will be associated with winning or success. It has a psychological effect to the viewers that they, too, can be great and successful.

Nike has also implemented every possible technique to be constantly connected with its current and prospective clients. It has followed traditional to most innovative approaches and used all the available resources and technological advances. Nike aggressively responds to the market trends and changes in consumer preference by amending their marketing strategies, the mix of existing product offerings, developing new products, styles, and influencing athletic preferences. This is supported by their collaboration with Apple to create a product called Nike+, which can monitor a runner's performance and progress through a radio in the shoe that can connect to the iPods.

Lastly, Nike has also positioned itself as the premier athletic apparel and footwear manufacturer, serving the domestic market as well as the...


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