With a new product launch Nike will have to focus on creating a first-class consumer experience along with creative product innovation, brand leadership, and maintain superior retail existence. Nike will have to target additional geographic expansion and farther marketing saturation in all regions. The idea is to capitalize on the strengths of the Nike brand and the weaknesses of other sport drink market leaders. Target Market It seems as if our product target the same market as Gatorade and Powerade. Zmuda (2010) addressed certain issues that are more based on image than anything, whereas now the focus has shifted to educating consumers about any changes to
b. Marketing/Promotion & Brand Management: Under Armour has always taken a keen interest in marketing and promotion. From 2009 to 2015 Under Armour’s marketing budget has doubled from 108 million to 246 million. Like many of the other major sports apparel brands, Under Armour has focused on professional athlete endorsements signing lucrative deals with athletes ranging from Tom Brady to Bryce Harper. To expand its brand awareness Under Armour is rapidly becoming the clothing of choice for many college and professional teams. Just last year the University of Miami made the switch from Nike to Under Armour.
The first marketing strategy the company used was selling their earth buddy product in roots and that turned out to be a hit, but they wanted more. So for their second product, the devil stick, they decided to do something a little different through the grassroots marketing campaign by gathering a group of students and sending them across North America, promoting their product at different events. This strategy was a bigger success. Therefore they continued this routine for their other products such as Air hogs and Mighty Beans in order to result with the same outcome as the Devil Sticks. Because they decided to utilize their past experience of sales of the Devil Sticks, they developed a routine to use the same strategy consistently with their newer products in order to achieve great success.
With such recognition, Ralph Lauren has been able to expand its product offerings from not only men and women’s apparel, but also into jewelry, fragrances, and home furnishings. With their brand image being consistently developed across an expanding number of markets, Ralph Lauren comprises one of the most widely recognized families of consumer brands (Annual Report). Not only is the brand name ‘Ralph Lauren’ world renown, but also the Polo emblem of a man on horseback with polo stick in hand is very highly regarded in the fashion world. Ralph Lauren himself stated that he was interested in, “style, but not flamboyance, but sophistication, class and an aristocratic demeanor” (Funding Universe). With such a substantial influence on the way people dress, Ralph Lauren has and continues to have strong consumer following with extremely loyal customers.
Creative Product Promotion Walkers use many promotional mixes in order to achieve their marketing objectives; I will be looking at whether these actions in the way they do it are good enough to realistically achieve their marketing objectives. Place The place is a great promotional tool as well as it can bring the companies presence all around the world. Walkers use the element of Place by promoting their products on TV shows, Bus Stations, Magazines and On the Internet. Many of the walker’s ads include Gary Lineker, a famous football figure who represents the face of Walkers. Everyone recognises him and associate his football excellence with the brand of Walkers therefore achieving further sales, more profit, a good customer satisfaction
Darren Dildy October 8, 2013 Dr. Hamilton Thesis Statement #2 Nike Ads vs. Adidas Ads In order to stay relevant and competitive in the sports world, you need to have meaning behind your ads. Not all ads are the same; there are many meanings of ads that are put out there for us to see. In this essay I will talk about the differences between Nike and Adidas ads. These two corporations are two of the biggest companies out right now that is very relevant in America, and especially the sports culture. Nike ads motivates viewers to love their sport and make it life, but Adidas’ ads focus on more than just the sport.
Then answer the following questions about it. TIP: If the company's Web site doesn't describe its mission, choose a different company. Nike’s mission statement is “To bring inspiration and innovation to every athlete* in the world.” The legendary University of Oregon track and field coach and Nike co-founder Bill Bowerman said, “If you have a body, you are an athlete.” Bowerman was a teacher who showed athletes the secrets to achievement. Nike invites you to experience our innovative and inspiring products. a.
Over the last number of years, Adidas has increased its marketing and sponsorships budget. Adidas operates an online store and has 560 store locations worldwide and also sells their brands via independent distributors. Adidas philosophy is to help athletes achieve their highest performance levels. Adidas leads the way with superior design and innovative technology. Website: www.adidas.com 2.
[pic] Assignment 1: Nike Case Study Marketing Management 488915 Prepared by: Table of Contents Nike – Company overview 4 Macro and market (behavioral) environment of the company 5 Nike Macro Market Conditions – PESTLE Analysis: 5 Nike Macro Market Conditions – Porters Five Forces 6 Determinants of Consumer Buying Behaviour 7 Nike - Unique Selling Proposition 8 Nike’s Marketing Mix (4Ps of Nike Inc.) 9 Product 9 Price 12 Place 13 Promotion 15 Potential future developments for the company 18 SWOT Analysis 18 Future Potential for the Company 19 Promising same quality and range worldwide - NIKEiD 19 Being a socially responsible company 19 Develop new products and apparel: 20 Target new markets 20 References: 22 Nike – Company overview Corporate Mission “To bring inspiration and innovation to every athlete in the world” Group The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc on May 30, 1978. NIKE Inc based near Beaverton, Oregon, is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, Converse Inc and Hurley International LLC. Cole Haan designs markets and distributes luxury shoes, handbags, accessories and coats. Converse Inc designs markets and distributes athletic footwear, apparel and accessories.
Dick’s Sporting Good’s motif is to become America’s sporting superstore. Their idea is to bring that fearless athlete, equipped outdoorsman, or even bring that freak out of a gym enthusiast, but especially for athletes to bring out that inner-spark and stand by their motto of “ Start every season at Dick’s.” Therefore, this upcoming sporting superstore is the ideal setting for an ordinary athlete, an outdoor enthusiast, or even a gym rat, due to their aggressive advertising, enthusiastic employees, wide variety of sporting goods, and state of the art merchandise. The store and its employees strive to bring out an enthusiasm that will appeal to a crowd of people old or young, male or female, and who love sports and stay active, or just love exercising. However, not any employee is selected, Dick’s strives for employees that are preferably young and have a passion for sports or staying active, but if not young they desire for an individual with warm enthusiasm and goals to be great in life. Also, Dick’s strives to be the best, and by doing so they require there employees to complete 20 hours of training before they officially begin working.