Nike Case Study

1111 words - 5 pages

Nike Promotion Strategy
The Nike Corporation has become one of the most successful and recognizable brands in the world. Nike specializes in manufacturing and selling a wide variety of athletic apparel, footwear, and sports equipment. Nike offers their merchandise through retail and outlet stores, internet sales, partnerships with retailers, and other independent distributers. Created in 1972, the company continues to follow their mission statement of “to bring inspiration and innovation to every athlete in the world” (Nike Inc., 2012).
A significant aspect of a marketing campaign is the sales promotion strategy. Sales promotions will include incentive tools, usually short term, ...view middle of the document...

This promotion will help increase awareness of fitness in China and successfully transfer over into active consumers purchasing Nike products.
Nike is also holding promotions for teen and college age athletes in the United States through a campaign for the Jordan Brand. Traveling in a 28-foot long truck, customers try on Jordan items, watch videos, and play basketball pick-up games (Madden, 2012). Free giveaways and guest appearances during stops are also part of the promotion. Last summer Nike had an ice cream truck in New York City over the summer that sold shoes, clothing, and ice cream (Madden, 2012). This promotional approach has proven successful for Nike as consumers get actual face time with the company.
Sponsorship is another way that Nike’s promotion strategy has worked. The company has continued to expand by sponsoring numerous colleges. Specifically, they created a buzz regarding the number of uniform combinations for the University of Oregon football team (Sorensen, 2011). Most recently Nike became the official sponsor of the National Football League (Nike Inc., 2012).

Integrated Marketing Communications
Nike embraces the idea of integrated marketing communications. They have an approach that includes traditional media advertising like television, magazines, and billboards. Nike also includes promotions like the traveling promotions, hosting events, and sponsoring sporting events and players. Nike has lowered its spending on television and print media and is looking more towards online and mobile advertising (Cendrowski, 2012). Nike connects with consumers through online marketing initiative and use of mobile technology. One example of Nike using mobile technology for marketing is their recent partnership with the company O2, in which they launched a massive marketing campaign known as Priority Sports. This campaign uses a free mobile application to offer customers the chance to access exclusive products through Nike's online store along with training and fitness advice from Nike brand ambassadors. This type of marketing creates a premium consumer experience regarding ease of use when searching for, and purchasing Nike items (Parsons, 2012).
Another part of Nike’s integrated marketing strategies includes continuing strong brand recognition. Since the brand is already famous, the main objective is maintaining the loyal customers and inviting more customers, not creating brand image, because the brand is already established even internationally. Nike’s branding is based around the “swoosh” symbol. For Nike, the swoosh emblem represents a unified, global symbol that points universally to Nike as a company (Jones, 2009). They have...

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