Marketing nike

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  • Publicado : 16 de agosto de 2012
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Amostra do texto
The Story So Far 3
Types of Orientation 4
Porter’s five forces 7
Porter’s Generic Strategies 9
Product 11
The Ansoff Matrix 13
BCG Matrix 14
Product Life Cycle 16
Price 19
Nike’s pricing Strategies 20
Price versus Promotion Matrix 21
Price versus Quality Matrix 22
Place(Distribution) 23
Nike -Direct Marketing 24
Nike - Indirect Marketing (Wholesalers & Retailers) 25
Value added services – Intermediaries 25
Distribution strategies 25
Promotion 26
Nike’s promotional strategies 27
Communication Model 28
Strengths: 30
Strong Brand Image 30
Supplier Diversity 30
High Growth 31
Weakness: 31
Recent Setbacks 31Child Labour and Sweat Shops 31
Opportunities: 31
New Product Launches 31
Growth of e-Retail Industry 32
Threats: 32
Increase in Counterfeit Products 32
Increase in Wage Rates 32
Intense Competition 32

Blessed from the mighty heavens by the Greek Goddess of Strength, Power and Victory read Nike; the brand hasalways captured one’s imagination and strengthened its position among the upper echelons of marketing icons. Nike’s marketing strategy draws your attention by interrupting you, attracting you, ensnaring you and finally and most importantly satisfying you. In a recent conference, Paul Knight , the charismatic founder and ex- CEO of Nike chose a divergent outlook to most other speakers on thesubject of choosing Nike over competition. He asked people who run to rise from the comfort of their seats. He then asked those who run three or more times a week to keep standing. He looked on and `exquisitely announced –We are for you. “When you get up at 5 o’clock in the morning to go for a run, even if it’s cold and wet out, you go. And when you get to mile 4, we’re the one standing under thelamp post, out there in the cold and wet with you, cheering you on. We’re the inner athlete. We’re the inner champion.” “Just Do It is more than a tag line, it’s a motto. It’s a cheer. It’s a rallying cry” (Sinek 2010). A sublime demonstration which augments market segmentation, fortifies positioning, empowers brand building, and exemplifies relationship management in a snapshot, slowly and yetsubtly hitting the sweet spot.
The Story So Far
More than 25 years ago, Co-founder Bill Bowerman used a waffle iron to conjure up a new sole for a pair of running shoes. Nike hasn’t looked back since. Innovation has been the mainspring for a company exalting in its enduring success. With insufficient funds to indulge in advertising, Phil Knight and Bill Bowerman took to the streets, sellingshoes at local athletic meets from the backs of their trucks. The word-of-foot gripped the sporting fraternity and marked the beginning of Nike’s success on track. Then came the late 80’s and with it the pain of losing out on sales to Reebok who introduced training shoes, tailor made for a growing breed – health conscious women. In a bid to regain market share, Nike played to their strength andcountered punched with new models of shoes designed for various sports as per customer requirements. This was the phase when Knight and Bowman realized the importance of aggressive marketing coupled with product innovation and began to invest a princely part of corporate revenues towards marketing and advertising. By the early 90’s, Nike was ranked as one of the best advertisers in the world,soulfully striking one’s emotional chords rather than the rationale ones (McDonough and Braungart 2002).
In the earlier days, Nike was known to be a product oriented organization. The motto was to just plainly and simply just sell shoes .Gradually that changed as a function of time with the focus shifting to a more customer oriented approach. Prime importance was given to the...
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