Tactics and marketing function audit
Product (Customer benefits)
Nike is focused on six product key categories: running, basketball, football, men’s training, women’s training and sportswear. Each category team is immersed in its sport’s culture, connecting with consumers and building deep relationships. Nike believes itself to be a premium brand, and they earn that reputation by delivering experiences that surpass the expectations of our consumers.
Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, baselayers, etc. for a wide range of sports including track and field, baseball, ice hockey, tennis, association football, lacrosse, basketball and cricket. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarding. Aside from that Nike has introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike introduced the Air Jordan XX3, a high performance basketball shoe designed with the environment in mind.
What is also part of Nike is the program called Nike I-D at nike.com, which allows customers to customize designs of some styles of Nike shoes and deliver them directly from manufacturer to the consumer.
The customer benefits are:
- Nike delivers experiences that surpass the expectations of their consumers such as retail experiences and communications that can be made by their share of passion for sports and design.
- Nike makes innovative products for their customers, such as the hyperdunk basketball shoe, Zoom Victory Spike, LunaRacer to Swift apparel, the Pre Cool Vest and the program that allows customers to customize designs of some styles of Nike shoes.
- Nike brings it authentic self to the market and give the commitment to innovate for a better world. Nike is focusing on creating products that reduce their environmental impact and showcase sustainable innovation, helping in improving working conditions across the industry’s supply chain and Nike invests in communities through different programs such as the Lance Armstrong foundation.
Products function audit
Nike has developed sound product-line objectives as mentioned above and in the objectives???. They have a wide and extensive product-line. It’s important for the health of the company to add new products. Nike does that every year by investing in new innovative products. Some products would benefit from quality, style or feature changes and Nike tries to improve that every year and that is been seen back at the good results in finance (see productivity audit).
Nike: A Strange and Terrible Saga. Image is vital to the success of the giant international sports footwear and apparel corporation Nike. Endorsements by sports superstars like basketballer Michael Jordan, soccer maestro Eric Cantona and sprinting ace Cathy Freeman -- to name just a few -- have made the company's "Swoosh" logo synonymous with "cool" for millions of young people worldwide. That image would be badly tarnished if it became widely known that the Nike empire is built on cheap Third World labour (including child labour), denial of trade union rights and collaboration with repressive regimes, most notably the Suharto regime in Indonesia. Nike Australia's public relations spokesperson, Megan Ryan, was coy about how much the company spends on marketing and sponsorship when Green Left Weekly spoke to her recently.
Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.
One thing I like about Nike is how accessible it is. You can find Nike products just about anywhere such as Nike outlets, Dicks Sporting Goods, Khols, Macy and other big department stores, as well as online. Some companies don’t make it as easy to find and buy their products which can be a struggle. I hate when I’m in need of a certain product but companies limit their access, and I can’t get what I need when I need it. Nike makes it easy to find and buy their products at any
Nike’s goal is to remain unique and different from others in terms of the items offered on the market. Arguably, Nike belongs to a monopolistically competitive market as there only a few organizations with the ability to regulate the amount charged for their product which means they cannot make their prices high as this is likely to make customers move on to other available choices (Nike, Inc., 2012). However, Nike can find a balance between the prices to charge for their products and remaining competitive with other companies in the industry. Nike has formed a distinction between the appearance and performance of their footwear and that of their competitors. Although products are differentiated from other companies, they still influence each other because they are items of the same
Nike has all of these different outlets under their umbrella. They have the Nike app, Nike digital launch, Nike fuel band, Nike Sport watches, and that is not to mention the actual shoes and apparel that Nike sales. But because they have so many branches they have to have a strong strategy to get the word out about these products. The way that Nike advertise in the U.S. is by print publications, Television, and a large range of social media. So their website is not the only thing that is spreading the word about their products. what is interesting
Nike Incorporated is the number one leading sportswear and equipment provider in the world. They manufacture anything from casual clothes to sports equipment, shoes to socks, and basketballs to golf balls. As a result of its massive success, Nike employs nearly 30,000 people worldwide while manufacturing in 700 shops around the globe and has 45 offices outside the United States. Its extensive reach into the global market has Nike producing more exclusive products than any other manufacturer in the world. Nike’s headquarters is located in the metropolitan area of Portland, Oregon.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
Nike is a multinational corporation that makes footwear, apparel, equipment and many other thing. They are well known across the world, so they have credibility as a speaker. It is one of the world’s largest suppliers of athletic footwear. Nike prides themselves on being a worldwide producer of athletic footwear, apparel, and equipment. The ad is sophisticated and get...
From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded name and logo tandems ever created.
Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Our modest goal then was to distribute low-cost, high-quality Japanese athletic shoes to American consumers in an attempt to break Germany's domination of the domestic industry. In 2000 Nike Inc. not only manufactured and distributed athletic shoes at every marketable price point to a global market, but over 40% of our sales came from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States).
They attempt to choose athletes who they want to reflect their brand, they are achievers, winner, determined and accomplishment orientated, which is what they also encourage their consumer to be. Another important source for brand equity from Nike is the high perceived quality of their products not only by athletes but the public as well. Although most consumers won’t be using their Nike products for high level athletic performance, Nike products are always designed to be able to be used with that
Nike is the number one innovator in the world in athletic footwear, apparel, equipment, and accessories. This worldwide company operates in an extremely different organizational structure than other companies, such as Reebok and Adidas. Nike operates tremendous marketing strategies and develops inventive designs to inspire athletes around the world. This company is one of the largest suppliers in the world in athletic footwear and apparel, main producer of sports equipment, and making Nike the most valuable brand among sports companies. The task for Nike is to join diversity and inclusion to encourage ideas and innovation. Around the world, this company is a popular brand.
Nike, Inc is one of the leading companies in the world that is known for its brand of athletic footwear, apparel, equipment and accessories.
The customer can choose to either customize the whole shoe or can choose for predesigned shoes and just customize a part of the shoe. NIKEiD offered customization of the following footwear segments: Football, Baseball, Running, Rugby, Basketball, Athletic Training, Skateboarding, and Nike Sportswear. Nike to promote NIKEiD ran a campaign where they asked two famous designers to go to the customized workshop and design shoes (Wikipedia). “Nike has also used the social media very effectively by getting in touch with their consumers and asking them for feedback on their products which helps Nike in getting insights that drive innovation, strengthens consumer connections to Nike, and provides a platform for consumers to interact with each other. Through Nike’s social media platforms, they leverage the power and passion of sport to deepen their relationship with consumers.” (CEO Nike, Mark
This project concentrates on the Nike Sports shoe; Nike is one of most significant shoe manufacturing company worldwide. Sportswear manufactured by Nike is known for quality and is most liked brand of athletes. (Daniel, 2011)