Nike Marketing Analysis

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Recommended: Nike's competitive environment

Nike: Maintaining a Promotional Edge

Nike’s initial product advertising strategy of using professional athletes for raising

demand through word-of-mouth provided good publicity. However, its selective-demand

advertising was mainly focused on high-priced shoes for traditional sports, and ignored

newly developed market segments such as aerobics and extreme sports, and new trends

such as brown shoes and casual footwear (Etzel, Walker, and Stanton).

Nike launched a successful advertising campaign around its "Just Do It" catch

phrase and "swoosh" logo. Nike increased its visibility through vertical cooperative

advertising; expanding its product line to include apparel, equipment, and accessories,

which led retailers to use the Nike brand to attract customers to their stores. Nike gained

a high level of publicity and increased its appeal to both men and women when it signed

famous athletes like Michael Jordan and Venus Williams (Etzel, Walker, and Stanton).

Further exposure was gained when Nike promoted its brand near major events,

giving the impression that it partly sponsored the events. It also increased its sales

promotion through the sponsorship of sporting events and collegiate teams. It gained

exposure in extreme sports through cooperative advertising when it partnered with a

skateboard manufacturer for the purpose of developing skate shoes (Etzel, Walker, and

Stanton).

Public relations were negatively affected by allegations of child labor in third-

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world factories. However, the subsequent negative publicity increased the exposure for

its online NIKEiD shoe personalization service. Nike is generating more selectivedemand

advertising towards women to increase the revenue share for that market

se...

... middle of paper ...

...ccessful items, and reducing

the guesswork (Kirk, 2006).

Nike has resigned basketball star Kobe Bryant, and is making its mark in the 2006

Winter Olympics by sponsoring controversial skiing star Bode Miller. Miller’s Nike ads

encourage viewers to join “the bold, the brazen and the unintimidated” (Politi, 2006).

Works Cited

Kirk, Jeremy. “Nike BI Project Seeks Standardization.” IDG News Service 6 Feb. 2006.

8 Feb. 2006 .

Koch, Christopher. “Nike Rebounds: How (and why) Nike Recovered from its Supply

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Chain Disaster.” CIO Magazine 15 June 2004. 2 Feb. 2006

.

Etzel, Michael., and Bruce Walker, and William Stanton. Marketing. New York:

McGraw-Hill, 2004.

Nike Foundation. Retrieved February 2, 2006, from

http://www.nike.com/nikebiz/nikefoundation/home.jhtml

Politi, Steve. “May Bode Go Downhill Fast.” The Star-Ledger 8 Feb. 2006. 8 Feb.

2006 .

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