In this paper we have discussed the winning strategy of Nike. Nike a global leader in sporting goods industry has established a strong position for enhancing athletic life style. Its brand strives to capture and deliver ‘authentic athletic performance’ across thousands of sports and fitness products. Founded by Bill Bowerman and Phil Knight in 1970s, it is the number one sports manufacturer in the world that offers a wide range for choice for individuals ranging from sports equipment, athletic shoes to clothes. Selling well-designed and very expensive products, Nike is positioned as a premium brand.
This campaign specifically portrays that every female is going through somewhat of the same struggle in achieving a healthier self. Nike's newest commercial captures the inner dialogue of a woman stuck behind a row of models during spin class, a runner through a half-marathon and a beginner yogi unsure of her surroundings (Ciambriello, 2015). The campaign which is called #betterforit is Nike’s largest project to date in supporting and motivating women's athletic journeys. The objective is about “powering women to be better through services, product innovation and athlete inspiration, motivating each other to push to the next level” (Ciambriello, 2015). Women in general need the drive to push themselves forward and Nike has created this type of connection with its audience through their audiences’ personal viewpoints which makes it a good campaign to start
Nike Corporation Nike, Inc. is a multinational corporation that is involved in design, manufacturing, development, sales and marketing of footwear, equipment, apparel, and services. Nike is the leading supplier of apparel and athletic shoes and is a leading brand based in Beaverton, Oregon. Nike’s mission is to deliver innovation and inspiration to every athlete globally (Merk, 2008). The mission is all about satisfying the customers with its products worldwide. Moreover, the company aims to adopt business practices to secure intergenerational life quality, reinstate the environment, and escalate the value for their customers, corporate partners, and shareholders.
Since the 1990s, due to the complicated supply chain management, Nike, Inc. started focusing on creating such products which would be better for the athletes, business and also the planet (News.nike.com, 2016). o Strong Global Brand Nike, Inc. is regarded as one of the strongest global brands which have its prominent presence all over the world. The brand is promoted by the leading celebrities and sports professionals which creates significant brand equity in terms of recognition and image (Businesstoday.in, 2016). It is also the brand ambassador of various sporting events and teams (at domestic and national level). Some of the legendary
This CSR vision is “To help Nike, Inc. and our consumers thrive in a sustainable economy where people, profit and the planet are in balance”. Nike’s CSR vision statement includes the company and its consumers as major participants in the desired future goal of sustainability. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and the Swoosh logo. Nike fosters a culture of invention. Nike creates products, services and experiences for today’s athletes while solving problems for the next generation.
Its innovative designs, quality and service at the core are the source for its premium price command. Its ad campaigns fall under many positioning categories. Product Attributes: These design sketches have been extensively marketed. User/Individual Attribute: Levels of Product In order to achieve competitive distinctiveness, Nike focuses on augmented products. For production companies it is important to delivery and continuously improve on products from “Core to Augmented” (Upward Trend –ref Kotler), only then there is a scope for creating Potential Products.
The brand image of Nike is personalization and freedom, which means marketers can take advantage of the brand position to change customer’s attitude to the one that depicts sophistication and excellence. Most of Nike advertisement strategies are associated with successful global sports personalities who not only are exceptional individuals but also aggressive with healthy outlook, a ‘can-do’ attitude and good personality. Nike only uses sports stars with these qualities to carry its name in its effort to build an appropriate brand attitude. E.g. Nike’s signing of Ronaldo in a number of its current advertising campaigns is in view of Ronaldo’s condensed vigor, good reputation, outstanding sports excellency level and exciting sporting spirit, which is in line with the way Nike wants to position its brand.
The Positioning statement of Nike is “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport”. In today’s competitive environment, Nike, one of the global leaders in sporting goods industry, has established a strong position for enhancing athletic life style. It’s the number one sports manufacturer in the world designed by Nolan Breitbarth in the 1970s with Phil knight the founder of Nike Inc. It is the leading sporting goods Company in the United States and many other countries. However, it has become the passion for everyone to use its brand products.
Copy the mission statement and place it in your answer with relevant referencing. (3) I chose Nike’s mission statement as for me I notice how they consider all member of society in their mission statement; ‘If you have a body, you are an athlete’ although the products being sold may only be for the high earning income people. It makes one feel motivated as you feel you have been taken into consideration. Identify two of the company’s core values as indicated in their mission statement. (2) Sustain innovation and having an impact on the community Comment on the effectiveness of the language used in communicating the intention of the company.
This strategy was the contributing factor of the company's mission statement which says; "we delight customers worldwide". The consortium defines innovation, develop experiences, live responsibility and model the company. Audi's objective in its marketing strategy has been to achieve financial strength, grow continuously and become the world leader in regards to the development of luxury cars (Katrin,