Nike Case Study

Nike  Case study

Nike, a house hold name across many countries, has established itself as a powerhouse in sports wear industry, with a strong brand presence amongst consumers, rivaling the big brand names like Coco- cola and Amazon. Anyone who’s anyone has heard or knows someone who owns a Nike sports gear, from young school children to professional athletes, distinguishing itself as a brand that everyone wants to wear. Its cultural impact is immense and everyone who owns a Nike speaks highly of it, which is a true testament to the product quality, marketing initiatives, and overall influence amongst consumers. All these factors have made Nike a successful company and a sought after commodity which seemingly resonates with different consumer groups in today’s ever-changing consumer taste and strong competition.

All this success, however, has not materialized over night and it is something that Nike knows all too well. That’s why it invests heavily in their marketing initiatives and product designs; for they are cognizant these are the things that will enable them to maintain their supremacy in the industry. Nike’s greatest strength is its marketing plan, which is mainly driven by using high profile public figures to raise awareness for their products and for the majority of the time the public figures are usually sportsmen and sportswomen who are easily recognized by everyone as the best in their respective fields. This makes people want to own their products, providing up and coming athletes the aspirations and determination to work hard in order to be just like these sports figures. This in turn keeps Nike’s sports gear sale to remain strong.

Nike’s also other marketing strength is the way in which it designs its product, a feat which it takes very seriously in order to differentiate itself from the competition. They associate their product with a certain level of success. In that they imply that their product will give the buyer a superior performance in its designated category, imprinting in a consumer’s mind a level of success can only be attributed the product and Nike’s pursuit for superior performance. Since every aspiring athlete dreams of being successful and dominating in their field, the product, with its emphasis on providing superior performance, does the job quite well for Nike and makes them buy the product to hopefully be rewarded.

In addition, Nike also holds prominent sponsor ship events in order to constantly raise awareness about its products and brand, adding a layer of influence onto the consumer’s mind. In the sense that even those consumers that may have not been convinced about Nike’s company’s goal will, after attending the event, make a conscious effort to buy their product.

In order to sustain their dominance in the industry and retain their competitive advantages, Nike actively responds to the market trends and changes in consumer preference by adjusting their marketing strategies, the mix of existing product offerings, developing new products,  and influencing sports and fitness preferences through high profile spoke athlete’s to represent their brand.

        The marketing environment has been getting increasingly competitive and in the advent and proliferation of technology, it has become ever more imperative to stay ahead of the trend. This is something Nike has learned and adapted to over years and it’s the reason it has put emphasis on updating its brand promotion by incorporating interactive technology and digital promotion into its marketing strategies. On the media side, it has now adapted the use of billboards to raise awareness about its brand and products; on the digital media front, it has aggressively been promoting on the social medial sites as twitter and facebook, all in an effort to create a strong and lasting brand’s presences amongst its consumer.

        In order to thrive in the industry, Nike understands that it needs to constantly adapt its approach on how it does business in today’s ever changing markets. All the advertising on social network and print media may not be enough to sustain its long term growth prospects. It understands this fact to be true and that’s why it has established a marketing strategy which aims to promote its brand and products in regions that the sport has highest viewership. For instance in America its baseball, basketball, and football. In Europe it would be soccer. Nike would seldom takeover the marketing in these sports to become the face of the sport, giving it an added influence, whether right or wrong, over the consumers mind’s. These marketing strategies and Nike’s ambitious investments goal to maintain its dominance in the sport gear industry, has helped propelled and sustained the growth of this burgeoning company to become a pillar and model of success that’s worthy of admiration