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.
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