When they made national television, so did the shoes they were wearing. One of the most visible runners to wear Nikes was American record-holder Steve Prefontaine. He became the first of a team of edgy athletes Knight recruited to endorse his
Many different stores offer the same name brand and you have to make sure your store offers the lowest price. This is the manager’s job. The manager controls all the marketing of their products and they have to make educated decisions on how to market. The company I am following is Bloomingdales. Bloomingdales is a higher end store that sells high quality products at a high price.
He had met Phil Knight at Stanford and soon became an invaluable asset to the new company. Johnson created the first marketing material, print ads and brochures, established a mail order system, opened the first retail store, shot the photos for the first catalog, designed many of the early Nike shoes, and managed all shipping and receiving orders. The “Swoosh” logo was created by Carolyn Davidson, a graphic design student from Portland State University. The “Swoosh” was debuted in 1972 on the footwear designed for the U.S. Track and Field Trials (Nike, n.d.). Target Market Nike was created for athletes originally, particularly for runners.
“The Halo Effect” The “halo effect” is the idea that when the overall population sees a product on or used by a celebrity, they will be more inclined to purchase the product because they want to mimic there role model. For years, sporting companies have used this belief, by using athletes to sell there products to fans. A perfect example would be Under Amour’s latest commercial, entitled “Footsteps” using star athletes like Cam Newton and elite track and field runner Monica Hargrove. As the athletes train hard the camera zooms in on the athlete’s shoes promoting their signature Charge RC shoes. Companies like Gatorade, Nike, and Under Armour place their products on athletes to increase the sales of their merchandise.
Competitive Advantage Analysis Marketing 495 Team D Jo-Jan Hardesty June 12, 2014 Jsdfk;af f the only person that knows me is u if u only knew The Muscle Pharn brand is positioned perfectly among competitors in order to win over its target market. There are specific attributes of Muscle Pharm products that make it stand out when compared to other similar products. In order to use every available advantage, Muscle Pharm marketers combine both rational and emotional attributes to appeal to the target market. In order to catch a buyer’s attention, Muscle Pharm marketing executives chose packaging that will cause a buyer’s attention to be drawn to it, without overwhelming him or her with clutter. The simplistic design and logo of Muscle Pharm printed on eye-catching neon green and black containers will surely be seen first among a shelf of plain products, even before the buyer is standing in front of the products.
He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees. Corporate goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Along the way, Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. Nike’s world headquarters is located near Beaverton, Oregon, a suburb of Portland.
2 Situation Analysis Company and Brand Background Converse Inc., incorporated in 1908, has been a provider of athletic and fashion apparel, accessories, and shoes for over 100 years. Even with the development of many athletic apparel brands throughout the century, Converse still remains a very popular brand and important part of American culture and style. The company has the best selling sneaker of all time, selling over 1.1 billion shoes since its establishment (5). Converse was extremely famous and successful until the 1970’s, when other athletic footwear brands emerged and created competition (4). Nike Inc, the current owner of Converse, has also been a popular and recognizable athletic brand since its invention.
COMPANY SUMMARY REEBOK: Once, an independently owned athletic wear company, now a subsidiary of the German company Adidas in 2001. Reebok has been a long running brand in many sporting arenas and is marked as one of the US’s top makers of athletic shoes and apparel. Reebok, has over 200 retail stores internationally, and has sports licensees for a variety of domestic leagues and international leagues. Since, the 1980’s Reebok has sparked the fitness and aerobics craze and continues, to promote with their brand that fitness is a lifestyle. A&G Advertising: Allen and Gerristen, operates as an independent advertising agency.
Nike Unknown ETH/316 Date Unknown Nike Nike is one of the most powerful companies in the world spreading the signature trademark swoosh symbol In Greek mythology, “Nike was a winged goddess or spirit of victory, both in battle and peaceful competition”. (theoi.com, n.d.) This is not a bad name to choose for a company who has lured some of the most influential sports figures of our time to endorse their products. Nike has faced many ethical problems such as employing people in sweat shops for extremely low wages. Nike needs to be in a state of urgency to retrieve the global support it needs to sustain the success of their apparel empire. Nike’s products are so heavily marketed globally that it is hard to believe children working in sweatshops are producing the famous swoosh worn by so many individuals.
Running Head: Nike Inc., 1 NIKE INCORPORATION Mini Case Week 2 Advanced Managerial Finance: FIN 516 Adrienne Sewell Nike Inc., 2 Nike Incorporation Nike Inc., is an American multinational corporation that is engaged in design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012. In addition, Nike Inc., sells sports apparel and accessories and markets apparel with licensed college and professional teams and league logos. Nike Inc., sells its solutions to footwear stores sporting goods stores athletic specialty stores department stores, skate, tennis and golf shops other retail accounts through Nike owned retail stores and internet websites and a mix of independent distributors and licenses.