How Nike's marketing strategies helped it become a global brand
To exploit this opportunity, Nike needs to focus on who the next generation of loyal customers will be and cater to their needs. It is here that Nike Fuel comes into play. Compete with yourself not your colleagues. In response to the growing criticisms, Nike created several new departments e. The three strategies are very closely linked. However, because 100 calories burned by a person who weighs 100 kg is not the same as the same amount of energy burned by a person who weighs 50 kg, the number of calories spent is not a robust index of energy used.
Innovation In recent times, Google has embraced sophisticated designs in the online website services and applications that have increased them among top brands of the world. Resources are also valuable if they provide customer satisfaction and increase customer value. For example, , Nike dominates both from an audience standpoint as well as with the most engaging social content. They customized their advertizing strategy to cope with the European diversity using campaigns that highlights country similarities rather thancountries differences; the pan European approach. They played on making Nike a pure American Icon that portrays theAmerican spirit of competition, superiority and even Arrogance.
It is used for the purpose of identifying business opportunities and advance threat warning. Although some studies have already been conducted in Pakistan but they are generic in nature and not discussed thoroughly all the channels of digital media. This strategy created a lot ofattachment of athletes to the brand, some sort of brand loyalty. We dominate sales in the athletic footwear industry with a 33% global market share. Nike is trying to increase their international presence. Speedskating team in the upcoming 2002 Winter Olympics.
It paved the way to a truly innovative future of the company. It was a tool to measure the distance and speed of a run or a walk and was built on a virtually flawless partnership strategy. Incorporating fashion into our products is one way to achieve this strategy. The app used the phone's accelerometer and so there was no need of a chip in the shoe. This value may create by increasing differentiation in existing product or decrease its price. It was also found that, besides e-commerce, The Home Depot has the highest familiarity among consumers, allowing it to further penetrate the industry and increase its brand equity.
Nike Brand Equity Case Study Solution and Analysis of Harvard Case Studies
They continue to return cash to shareholders through dividends and share repurchases. Simona Botti, Associate Professor of Marketing, London Business School Nike took a unique approach for its shoe manufacturing process and occupied the mind space as a maker of athletic shoe: Sunil Chandiramani'Building models based on customer experiences' Innovation is the art of making hard things easy and creating viable business offerings. Users can compare the Nike Fuel accumulated and comment on the challenge, motivate each other, share their difficulties and get suggestions on how to improve the general level of fitness. We are the leaders in this area, which allows our products to stand out from the rest. On-line store is an important factor in the presence of Nike Corporation; the company believes it is vital to run on-line operation.
Brand Managment: Nike; Building A Global Brand Case Analysis
Somewhere in its evolution, Nike also realised the importance of hi-tech gadgets in day-today lives. Nike's tech growth was also accompanied by social media initiatives. If the effects are negative, the tangible or intangible value is also negative. In addition, we opened the Nike World Campus in Beaverton, Oregon. They did know that product quality and innovation would help athletes to achieve greater goals.
Operational Functional Strategies Marketing Objectives Long-Term: Increase our market share in the Asia Pacific region from 26% to 30% by 2004. For that reason, the newer generation is attracted by Adidas and Tommy Hilfiger. Nike has become more appealing among younger consumers and has shifted away from the Generation of the Baby Boomers. In 2012, the gross margin further declined to 43. The shoes had sole with two interdependent bags, having compressed air inside, which helps in absorbing shocks during running and jumping.
Brand Managment: Nike; Building A Global Brand Case Analysis
Most importantly, we will continue to meet the ever-changing needs of our customers, through product innovation. Knight, Chairman and Chief Executive Officer, is the co-founder of Nike, Inc. He used to take help from university runners to test his creations and collect their feedback. Explain why you believe the brand exhibits a strong degree of brand equity. Currently, Nike has nearly 40 models under this brand name.
