Within the scope of our project on commercial communication, we were to make a study on the communication strategy adopted for either a brand or a product. We chose the Nike brand as it enjoys phenomenal fame. Nike has a variety of products ranging from clothes, shoes and accessories to sports equipment. Its products are a blend of the sporty as well as the trendy style.
In this manner, the focus of Nike being a sport brand is still maintained and its turnover continues to be on the increasing side. Further, the publicity methods adopted by Nike to create awareness were very intriguing. We will discover how Nike prioritizes its publicity methods to improve its sales and its brand image. We will in turn also analyze the marketing policy of this giant multinational firm.
Over the years, Nike's target consumer has evolved:
1) Initially, the models for showcasing the sportswear company's products were young athletes chosen by a pair of Nike designers while browsing the cities. The main target was men.
2) Nike moved towards the individual and team sports the most practiced games such as football and basketball. Nike gradually shifted to using famous and talented sports figures to endorse its products. Thus the target slowly evolved into young yet elite athletes.
3) Nike paid attention to designing sporting articles in accordance with the fashion trends of the time so that the young demographic segment would be attracted to these products and tempted to purchase them for its ‘hip' value as well. The new target was therefore young people who like trendy clothing.
4) The brand then reached out to tap the potentially massive consumer base constituted by women. The company targeted its advertising to all kinds of women whether they were into sports or not.
5) Currently, Nike has been building on the momentum of the iPod to mix music and running. Nike uses the Internet to attract more people to run with Nike products and view their records. Nike therefore targets all types of people who love to run and even those who dislike the activity. They want to make running with Nike gear a fashionable phenomenon.
It can be seen that year after year, Nike has maintained a dynamic image, suitable for the young and fashionable crowd. The Nike brand is young and open to all ages, all genders and all sports. We can therefore say that Nike has undergone various changes regarding its target and that the brand has always adapted to current trends. Nike uses many new ways of communication such as guerilla marketing, viral or buzz marketing, street marketing, experimental marketing, finally posting on blogs and forums.‘Nike' refers to Goddess Nike's victory. It dates from the Greek times and was connected with the goddess of war. The name could also have a relationship with one of the two founders of the company: Phil Knight
Key words: Study of Nike, , Phil Knight, The Swoosh, Logo, Mark, Michael Jordan, Football, Rugby, strategic analysis, Star strategy, Air Jordan, Sport, Joga Bonito, Publicity, Shoe, Marketing, Guerilla marketing, Buzz, Viral marketing, Posting and Online.
[...] Ginga: Nike has funded a documentary film about the Brazilian football player Fernando Meirelles, highlighting the game in Brazil. The film captures the intimate moments of life, which come from the different Brazilian geographic regions, social backgrounds and ethnic backgrounds. The only thing in common is their love of football. Some Ads: "You're it In this advertisement a person tries to touch another person. Nike wants to highlight the game: "Play" . "Materazzi training": After the World Cup football, Nike wanted to design a publicity campaign on the infamous "headbutt" of Zidane. [...]
[...] The 20 "blogrunners" all received a pair of Nike running shoes, I pod Nano, and a Nike + kit. They shared their experience on the platform inzebuzz.net collective blogs for 1 week. From November, Inzebuzz.net was lain open to all Internet users wishing to join the community and share the Nike + experience. BRM and InZeBuzz are the two new services from TriBeCa. We are at your disposal to present. Display XXL To promote the release of the new Nike Laser, Nike set up posters made of lasers. [...]
[...] Nike also provided live auditions in different cities of France. Conclusion We can see that Nike's triumph lies in the budget it spends on communication, with its effort to reach all types of sportspersons, whether it be men, women or youth. Its communication policy allows it to ink its logo and much of its collections in our heads. In addition, it has strengthened its reputation thanks to the great sports figures who wear the brand. However, we must be aware that at one time Nike was lowered by protests against its exploitation of Asian workers. [...]
[...] This time, the brand communicates on the Sport Rugby. Spots on the Cart'Com (café, bar and restaurant) network are preferred to postcards. Nike is more like a real postcard than a commercial. In the front, there is a reproduction of an abstract painting done by a contemporary painter, which "look like a child's drawing" to the uninitiated. However, at the back, Nike explains that the three tasks and a line represent a rugby match. With its signature "Rugby is an art", Nike targets o the senior elite, collage and art lover, or member of a rugby club. [...]
[...] The display Nike uses new media such as street marketing. It aims to attract the attention of the people in the street. It also uses the XXL display: When the shoe is proposed, a person will be more tempted to watch. Nike still gets great popularity with the new campaign on the streets of Mexico City. JWT Mexico has organized a chase between a car turned into a giant soccer ball, and two enormous shoes (size 540) for Nike. It is really effective since it makes us think of a football player running after a ball. [...]
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