However, Nike’s brand image and branding to its understanding

However, Nike has had to establish and maintain its place in a competitive and changing market. To achieve this, Nike has designed and refined a series of
intelligent, responsive and dynamic marketing strategies, which have
contributed to the conception and improvement of the brand that the
whole world knows today.4 marketing strategies that positioned Nike globallyMarketing strategy # 1: Knowledge of the marketNike is an intelligent brand that develops marketing strategies based on the market knowledge it has. Founded
in January 1964 as Blue Ribbon Sports (BRS) by the athlete Philip
Knight and his trainer Bill Bowerman, the entrepreneurs started as
distributors of the Japanese footwear company Onitsuka Co and its
associated brand Tiger. By 1971, the net profits of BRS had reached one million dollars but relations with Onitsuka were deteriorating. Knight and Bowerman decided to evolve, moving from distributors to designers and manufacturers of sports shoes.From the beginning, Bowerman used to disassemble shoes and perform tests to improve them and make them lighter. Bowerman then conducted preliminary market studies with brokers at the
University of Oregon, testing their products and collecting feedback.Simona
Botti, assistant professor of marketing at the London Business School,
attributes the success in the development of Nike’s brand image and
branding to its understanding of the market and the use of this
information for strategic purposes. Botti assures that “continuous revitalization requires constant investment in a consumer study”. This strategy also allows the multinational company to quantify and
qualify the perception of the brand and its alignment with the identity
of the same.However, Nike has not been infallible in the market. In the mid-80’s their profits began to collapse; This is because the company failed to identify the aerobic exercise boom, so Nike lost market share.Nike learned the lesson and their marketing strategies depend on market knowledge. Thus,
Nike wants to continue approaching its customers, not only to
communicate with them, but also to study and understand them. For
example, Nike noticed that its users often listen to music while
exercising and in 2010 introduced an iPhone application that, using the
phone’s accelerometer, helps users to measure their resistance and
distance traveled, allowing them to share these advances through
networks social. This not only adds value to the product, it also allows Nike to continue gathering information from its users.Marketing strategy # 2: InnovationThis application has its antecedent in the Gadget released in 2006: Nike + iPod Sports Kid. The tool helped runners to measure distance and speed. With these innovative marketing strategies, Nike becomes more than just a brand of sporting goods. Nike’s marketing strategy positions it as an entity that motivates, trains and empowers the masses.However, innovation as the main marketing strategy lies in the product itself. Nike launched the first innovation in its products in 1979, introducing pad technology in footwear. With this technology, sports shoes have air-filled plastic membranes that provide more comfort to the athlete during training.Subsequently, in 1987, Nike launched Air Max; These contained two bags of compressed air that absorbed impacts during jumps or walks. These bags can be seen through a special window in the bottom of the shoe. Nike subsequently customized the product in such a way that users
could easily select their shoes depending on the sport they practiced.Marketing strategy # 3: BrandingNike’s branding as a marketing strategy is undoubtedly as relevant as the product. In 1973, the brand “Nike” was born, a name that refers to the Greek goddess of victory. The emblematic design of the logo was created by the student Carolyn Davidson (in the amount of $ 35).Both
elements are pillars of the Nike philosophy that tries to motivate and
empower users: “If you have a body, you are an athlete”. Likewise, Nike differentiates itself from its competitors by promoting ideas of individualism and personal empowerment. The iconic slogan “Just do it” represents the rebel athlete who
aggressively challenges himself and struggles to overcome his own
limits.4 marketing strategies that positioned Nike globallyMarketing strategy # 4: AdvertisingNike’s innovation and branding have been exposed to the masses through dynamic advertising campaigns. Although, the Air Jordan, launched in the decade of the 80’s, was technologically advanced footwearGoogle Translate for Business:Translator ToolkitWebsite Translator

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