QUESTIONS:
1. What is Nike’s key message to customers?
The message to consumers is that Nike wants to make your life better at
something that you are passionate (whether that is basketball, running, jogging,
etc) and to improve your overall health.
Sport is for everybody who has a body, independent of his country. Regardless
of their country or culture. In addition, sports gadgets evolve with technology and
adapt to different situations.
2. Sum up (in a reader-friendly way) all the successful techniques used in Nike’s
advertising campaigns which are mentioned in the case study. Define which of
those are situational (when the company benefits from market opportunities)
and which ones build up on Nike’s marketing strategy everlastingly.
-Social media marketing. Nike created facebook’s pages for each of its
products (situational).
-Digital marketing strategy (situational).
-content marketing strategy (build up on Nike’s marketing strategy
everlastingly).
-Nike audience is versatile. It consists of rockers and rappers, artists and
thinkers, entrepreneurs, athletes and other individuals – and not just professionals,
but regular people, too.
- Nike use different design and music from different country to make it
design and for publicities (build up on Nike marketing Strategy).
- It makes some fun ads that people love sharing and talking about
-Unique, Exciting Things – Nike Phenomenal shot with professional players
-Nike selling more than a product; it selling aspiration, innovation
- The use of innovative technology. Air Max. Shoes that help in shock
absorption.
The key to Nike's marketing strategy is collaborating with elite professional
athletes to help it spread the message of never backing down from any challenge,
be it in life or sports.
3. In terms of situational marketing efforts, what made them so successful?
-Digital marketing strategy and social media marketing strategy. The shoes
Air Max+ technologies.
-By offering more innovates products to more people, in more markets; they
are able to capture a far greater market share. Like most leaders in
the market, Nike values the consumer and the importance of providing a quality
product. In addition, Nike use globalization to extend it products.
-Nike Inc. uses direct marketing to promote new products to target markets.
These new products are usually heavily advertised. However, to make a bigger
impact, the company uses salespeople to approach certain organizations or
individuals in target market segments.
4. What makes Nike well perceived and successful in all the countries of presence?
Nike for their advertisement use people with different skin color (black,
white, yellow…). It used not only players but also even musicians, artist…. The
company associates itself and its customers with a powerful culture of winning and
overcoming adversity, things that are of the utmost importance today. Nike stays
laser-focused on their users, making sure that their different customers’ journey is
as smooth as it can possibly be.
5. What exactly has been done from the side of marketing to assure Nike’s
success in the digital era?
Nike has used digital marketing strategy, SEO marketing, content marketing,
social media marketing. A digital marketing strategy describes a series of actions
that use online marketing channels to achieve various goals. A digital
marketing action plan allows you to build and launch your online marketing
strategy with success. Nike has created Facebooks pages for each products.
Making advertisement for each product. Nike has also created a web site in which
everybody are allow to watch video and to choose which products he or she are
interested to. In addition Nike use the innovative technology to satisfy it customer;
it introduce to the market product like Nike + Sport band Kit, Nike + iPod Sports
Kit, Nike + Baseball and Nike + Training Shoes, Nike Fuel Band, a wristband that
calculates the amount of energy spent during a day. Air max with ship
implemented went to Nike advantage. Nike has use digital to find in which
platform audiences spend most of their times, after the discovery (You tube), Nike
has created a series (Margo) to help their customer to know Nike more; which
generates billions of views.
On the website, the first thing that catches your eye are the videos, which are
everywhere; on the homepage, category pages, social media accounts, etc. The
most impressive part is that videos replace many of the product photos so that you
can see the product in action in addition to the short video clips.
They get into the mind of their most impatient shoppers and navigate them
towards checkout at the speed of light. Forward to May 20, 2006. On this day,
Nike introduced its first mass produced gadget, Nike + iPod Sports Kit, in the US
market
An upgraded product, Nike + Sport band Kit, was released in April 2008. It no
longer needed an iPod and could be connected to the computer directly to
download the results. All the next products were an enhancement of this concept.
The chip in the shoes was integrated with the iPhone, enhancing the possibility to
view, manage and share the tracking results through iTunes. A Nike + Sport watch
was also introduced in combination with the chip. In September 2010, Nike
introduced a running app to be used in the latest iPhones
The latest Nike products released in end-2012 include Nike + Baseball and Nike +
Training Shoes. Yes, it is back to shoes but with lots of electronics, including Nike
Chip Skis.
One of the company's latest products is Nike Fuel Band, a wristband that
calculates the amount of energy spent during a day. The band tracks the wrist
movement, predicts the activity performed and the approximate amount of calories
burned.
6. Explain, how the company is responding to the key social and economic
factors of today’s global marketing environment.
Nike sells a well-respected medium range product, so they are less
vulnerable to economic factors than others are. A market collapse could mean bad
news for Nike, along with many other big brands. Consumers may choose to
switch to lower end, cheaper products if this were to occur, or even just as a decent
level of quality becomes easier to produce. Nike’s revenues are to some extent
dependent on the low cost of labor in Far Eastern countries. This is changing,
though, which might mean higher Nike prices across the globe come with the
development in Less Economically Developed Countries. With its ‘deep pocket’ of
finances, Nike has the resources to chase after small emerging markets in which
they could sell products.
Public Relations has never been more relevant than today. A good social status
means a lot for modern corporations, so it is definitely worth considering these
factors:
Worldwide increases in ‘health consciousness’ means that more and more
individuals are moving towards better lifestyles. These people will
undoubtedly buy plenty of sports apparel, something that would make Nike
very happy.
On the other hand, Nike receives much criticism for its dubious production
processes. In fact, the issue of Nike sweatshops is so prominent that it has
warranted an entire Wikipedia article on the topic.
This PESTLE analysis of Nike shows they may have a strong
brand and economic, social, technological, legal, and environmental factors that
affect an Most of today's political changes only affect how a company can produce
their marketers consider this indicator to be much more important for
obvious reasons.
