Unit 1 Case Study - NIKE
Columbia Southern University
The following case study will focus on the global brand of Nike. First, we will take a look at how Nike was created, and the foundation they have based their brand. The study will then delve into how Nike’s marketing strategy has proven successful, had a negative impact, and may have proven risky for the company. Lastly, the study will delve into how Adidas may improve their competitive value against Nike.
Unit 1 Case Study - NIKE
Over the years, there have been many companies that have ventured into the business of dealing in sporting equipment to include athletic shoes, athletic clothing, and ...view middle of the document...
As the brand began to grow into the multi-billion dollar industry we see today, the company had to evolve as well. As the company branched into other sporting markets, locations, and equipment, their core concept remained the same. This core marketing strategy, while financially beneficial, can also present several pros, cons, and risks associated with the plan.
By utilizing key figures to promote the brand, Nike is able to successfully appeal to their target consumer. By remaining true to the idea of creating equipment “for athletes by athletes” (Keller & Kotler, 2012, p. 29), there is a desire formed in their target consumer. They have created the idea that you can do anything with the right equipment. They appealed to their consumers need for success with many of their campaigns. Perhaps one of the biggest partnerships came in 1985 with the signing of Michael Jordan as a brand spokesperson. Michael Jordan has been associated with top performance and success throughout his career. The idea of the phrase “be like Mike” personifies itself in consumers buying products associated to top athletes. By using this strategy, Nike can gain the trust of consumers by relating their products to an actual individual that has achieved success. Another valuable asset of Nike’s core strategy is the aggressive nature that the campaigns are distributed in. One of the most well-known ad campaigns that Nike has launched is the “Just Do It” campaign that was launched in 1988. This campaign was launched with such veracity that the idea is still relevant today. Nike utilized this slogan to reach the competitive nature of the brand’s consumers, and succeeded in achieving this air of empowerment. Even though Nike has created a brand that has had much success, there are some drawbacks associated with their core strategy. (Keller & Kotler, 2012)
With the great success Nike saw in the states, the brand wanted to establish itself in the overseas market as well. With the assumption that their marketing strategy would work overseas, Nike ventured into this new market initially with the same type of aggressive ad campaign that could be seen in the states. The strategists at Nike soon discovered they had to take a new approach to the newly expanded market and attach the brand name to the sport of soccer. They did not see the initial success of this venture until their brand name was associated with a winning athletic figure in the Brazilian World Cup Soccer team of 1994. By not initially associating with a known figure in the soccer world, Nike’s brand success overseas was not instant based on name alone. The lack of instant success can be seen as a drawback to Nike’s key marketing strategy. They were a reasonably unknown brand overseas, and without the support of a successful athlete to promote the brand, Nike had to create new methods for advertising and reaching the target consumer. Even though they were eventually successful in jumping into...