Brand Management - Nike 6e581h
This document was ed by and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this report form. Report 445h4w
Overview 1s532p
& View Brand Management - Nike as PDF for free.
More details 6h715l
- Words: 2,435
- Pages: 29
BA (Hons) Marketing Management Brand Management Assessment 1
Name: Jacky Submission Date: 4/11/2011 Tutorial Group: Group D
Words: 1933
Executive summary In order to become the market leader in the footwear and clothing 1
industry, Nike put a lot of effort in their brand development strategy, such as advertising, research and development, create innovative products and service. Nowadays, Nike is the largest seller around the world with selling their products to 180 countries, that’s why Nike can maintain the growth rate at 9% per years from 2005-2009. Besides, Nike tried to make the consumers to be different from others, for example, the create the NikeiD service to their consumers, let them to design their own footwear without limitations, so consumers may become unique and loyal to Nike in the long-run. I am sure that Nike would remain to be the market leader in the future since its marketing mix is better than its competitors and Nike is willing to satisfy its consumer’s needs all the time. It is very important for a firm to build a good brand and make the consumer to become loyal.
2
Content 1. Introduction-----------------------------------------------------------------P.4 2. Personalizing Marketing of Nike Inc. NikeiD------------------------------------------------------------------P.5 3. Co-Branding of Nike Inc. Cole Haa---------------------------------------------------------------P.6 Hurley------------------------------------------------------------------P.7 Nike Golf----------------------------------------------------------P.7-P.8 4. Event Marketing and Sponsorship Nike Foundation------------------------------------------------------P.9 Leverage the business--------------------------------------P.9 Sponsorship to the young -------------------------------------------P.9 5. Advertising Online advertising---------------------------------------------------P.10 Interactive advertising----------------------------------------------P.11 Place advertising-----------------------------------------------------P.12 Television advertising & Website advertising-------------P.12-P.13 6. Marketing Mix (4P) Price-------------------------------------------------------------P.14-P.15 Product----------------------------------------------------------------P.16 Place-------------------------------------------------------------P.17-P.18 Promotion------------------------------------------------------P.19-P.20 7. Conclusion-----------------------------------------------------------------P.21 8. Appendix------------------------------------------------------------P.22-P.25 9. Reference List------------------------------------------------------P.26-P.29 3
Introduction Nike, Inc. (since 1964) is an America organization and it is also one of the in New York Stock Exchange. Nike Inc. used to design, manufacture and market consumer sportswear and equipment around the world. In order to become the world’s leading supplier in clothing and sport equipment industry, Nike Inc. aims at carrying out research and development frequently. They tried to invent lots of sport equipments with advanced technology, for example, Nike Air Technology, Nike Pro, etc. All these products would satisfy the consumer needs since their products would provide a better protection and comfort, that’s why Nike Inc. still can be the market leader nowadays. Besides, Nike Inc. goal is to carry on innovative thinking and try 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 their shareholders.
According to the financial report of Nike Inc., we can find that the company growth rate is 9% per year, so in this assignment, I would like to analysis why Nike Inc. could be the market leader since founded. I would try to identify the success of Nike in different ways such as personalizing marketing, co-branding, event marketing and sponsorship, advertising and the marketing mix that they have used. (Appendix 1)
4
Personalizing Marketing To become a unique brand among the competitors, Nike Inc. tried to carry out NikeiD few years ago with the slogan ‘You Design It, We Build It’. Consumers can select the type of footwear in Nike online store and try to select their favorite color, material and fit. After ordering the product, Nike would help their consumer to build their own footwear within one month and send to their home. This kind of marketing strategy can help Nike’s consumer to think they are different from others.
This performance can help Nike to create deeper, richer, and more favorable brand association. Also it can help Nike to reinforce their brand image and feeling as the consumer may think that Nike can provide excellent service which other competitors cannot. As a result, consumer may loyal to Nike rather than other brand.
5
Co-Branding
In order to enhance the awareness of target consumers and maintain a high revenue and profit, Nike Inc. tried to combine their business with other companies such as Cole Haan, Hurley International LLC, Nike Golf and Umbro Ltd. All these businesses are regarded as Nike Inc.’s businesses which contribute approximately $2.7 billion of the company’s $20.9 billion in revenue. As a result, Nike Inc. believes that they should keep going to combine their business with those companies in order to generate the highest revenue in the long-term. The following examples are some of the Nike Inc’s businesses. (Appendix2)
1. Cole Haan
Cole Haan is an America luxury brand which offer high quality man and women footwear, outwear and accessories. Nike committed to provide their Nike Air technology to Cole Hann in order to offer high quality footwear to their target consumers. Nowadays, most of the footwear in Cole Haan is manufactured by using Nike Air Technology with
combing
their
luxury
outlook.
(Appendix3)
6
2. Hurley
Hurley is an America firm which designs and distributes sportswear for skateboarding, surfing and footwear. Nike Inc. tried to cooperate with Hurley by providing clothing technology. (Appendix4)
3. Nike Golf
Nike Golf is used to design and market footwear, golf clothing, accessories and golf equipment and ball. Nike Golf aims at carrying out innovation and advanced technology in order to enable and inspire
the
athletes
to
become
better.
(Appendix5)
In combing business with others companies, both parties can borrow needed expertise and leverage equity they don’t have. Also, it can help them to reduce cost of product introduction. Although 7
this kind of business is important to Nike Inc. however they should prevent the loss of control during the transactions since there would be some risks of brand equity dilution and negative effects. Furthermore, there would be lack of brand focus and clarity which may cause the organization distractions.
8
Event Marketing and Sponsorship
In order to enhance the awareness and recognition among the world, Nike Inc. tried to sponsor lots of activities over the past few years (2007-2009), which are related to sports and social causes. According to the Nike Inc. corporate responsibility report, their sponsorship program has focused on three areas, which are the Nike Foundation, brand and retail engagement and innovating for a better world through sport. (Appendix6)
Nike Foundation committed to sponsor more than 100 million in order to several missions, such as grant making, donation of business acumen and of social entrepreneurship. (Appendix6)
Besides, Nike Inc. tried to leverage their business in order to connect with their consumer and enhance their awareness. They tried to sponsor some marketing campaigns, custom product lines or even athlete engagement, for example, Cole Haan’s Penny Harvest and the Converse Red. (Appendix6)
Furthermore, Nike Inc. believed that, all the young people should have the chance to access sport, so Nike tried to sponsor some programs such as Homeless World Cup, Nike League Basketball. (Appendix6)
9
Advertising In order to enhance the consumer awareness and recognition, advertising is very important to a firm since we should make sure our ments are targeted on the right consumers at the right places. Nike Inc. tries to promote the products in different ways such as, television, magazine, websites, online advertising, etc. The following are some examples of Nike ments.
This is an online advertising example, Nike Inc. tries to permit Eastbay to become their online retailer and put ments on the website. It can help Nike to draw more consumers attention when they are choosing which brand is better and which product would perform better since Nike put their ment on the homepage of Eastbay.
10
This is an example of interactive advertising; Nike Inc. tries to create several Facebook s according to different sports and tries to interact with their consumer. In these s, Nike would try to provide the latest information about their products, and answer the questions from their consumer. It can help Nike to enhance their consumer awareness and recognition as Facebook is the main platform for people to share and notice information around the world.
11
This is an example of place advertising; Nike Inc. tries to put their ments in eye catching places in order to draw the attention from target consumers. This can remain the consumer when
they
are
crossing
the
road.
This is an example of television advertising, for example, Nike would try to broadcast their ment on TV during the NBA Game and Football Game. It can evoke the consumer mind when they are watching the sport games. It can make sure to target the right consumer at the right time. 12
This is the Nike Inc. website an Nike would try to provide the latest information about their product and event through the web page in order to enhance their consumer awareness. In this website, Nike would try to define different sports which can let the consumer to find what they want more easily. Also, Nike would put some videos and animations in order to draw the consumer’s attention.
13
Marketing Mix (4P)
1. Price
In order to identify the price of Nike’s products are reasonable and affordable or not, I would like to choose Nike’s footwear to compare with Adidas footwear (the largest competitor). In this part, I would like to compare the latest basketball shoes among these two companies.
The price of Adidas’s basketball shoes is ranged from $89.99 US dollar to $129.99 US dollar. 65 words
14
The price of Nike’s basketball shoes is ranged from $99.99 US dollar to $129.99 US dollar.
According to the comparisons, we can find that the price of the latest Nike’s basketball shoes are cheaper than their competitor, which means consumer may loyal to Nike’s product much more than Adidas. It is because Nike’s basketball shoes are manufactured with Nike Air technology which can provide better protection to consumers while Adidas does not, at the same time, the price of Nike’s footwear is cheaper and that’s why Nike can gain the competitive advantages among the competitors.
15
2. Product Nowadays, Nike tries to provide varieties of products in order to compete with its competitors and maintain a high profit and revenue each year. Nike also put lots of investment in research and development in providing the best product and protection to its consumers, such as Nike Pro, Nike Air Technology, etc. Besides, the most success for Nike to enhance the consumer awareness is that, Nike created NikeiD service to the consumers, which makes consumer become more loyal and recognize by other consumers who have never used the Nike’s products. Furthermore, Nike also tries to take part in their business with other companies, such as Cole Haan, Converse. The following are some examples of Nike’s product.
From the website of Nike Inc., we can find that Nike provide varieties of product for their consumers to choose, and the consumer can tries to design their own footwear by using the NikeiD service.
16
3. Place
As Nike Inc. aims to bring the inspiration and innovation to every athlete in the world and it is the largest seller of athletic footwear and apparel, therefore it sells products in more than 180 countries around global. In order to compete with its competitors, Nike offers the online shopping services to its consumers few years ago and also permits Eastbay to become its online retail shop. All these channels are very convenient to its consumer; the more channels for the consumer to buy, the higher the chances to enhance the consumer’s awareness. (Appendix7)
This is the example of Eastbay online store. 17
This is the example of Nike Online Shop.
18
4. Promotion
In promoting its products around the world, Nike Inc. tried to put a lot of investment in advertising and sponsorship in enhancing the consumer’s awareness, such as online advertising, television advertising, place advertising, spokesperson, magazine, etc. The following are some examples about Nike promotions.
Nike tires to sponsor in different kinds of sport events and invite some famous players to become sponsored. It can help to enhance the consumer recognition and awareness.
19
Nike tries to provide the information of their latest product and invention by using the television advertising strategy. Nike put the ments on TV during the break of each sport event and it can help to enhance the awareness of the potential consumer
Nike also provide the latest information about the product on the home page, which can let the consumers know more about what kinds of products is launched or being launch.
20
Conclusion
After analyzing Nike’s brand development strategy, I realized that Nike put lots of effort in enhancing their consumer awareness, for example, it tried to cooperate with other company among the footwear and clothing industry, this can help Nike to maintain a sustainable revenue and let more consumer know what Nike is.
Besides, Nike put lots of effort in advertising, whatever television, Facebook, printed media, online website, etc. Nike would not miss any chances to build a good brand name among the industry.
Furthermore, Nike keeps going to invest in research and development in order to satisfy the consumer needs. It aims to provide the best protection and product to their consumer, that’s why Nike always creates innovative products.
I think Nike would remain to be the leader in this market since its strategies are very amazing and successful.
21
Appendix
1.
http://media.corporate-ir.net/media_files/irol/10/100529/shareholderLette r/nike_sh09/index.html#select_financials
2.
http://www.nikebiz.com/company_overview/subsidiaries/index.html 22
3.
http://www.nikebiz.com/company_overview/subsidiaries/cole_haan.html 4.
http://www.nikebiz.com/company_overview/subsidiaries/hurley.html
23
5.
http://www.nikebiz.com/company_overview/subsidiaries/nike_golf.html 6.
http://www.nikebiz.com/crreport/content/communities/5-1-1-our-approac h.php?cat=overview
24
7.
http://www.nikebiz.com/crreport/content/about/1-3-0-about-nike-inc.php? cat=about
25
Reference List
Websites
Nike Inc. - Wikipedia, the free encyclopedia, article was modified on 29 October 2011, accessed 1 November 2011,
http://en.wikipedia.org/wiki/Nike,_Inc.
NIKE, Inc. Corporate Responsibility Report FY07-FY09, accessed 1 November 2011
http://www.nikebiz.com/crreport/content/pdf/documents/en-US/f ull-report.pdf
Nike Inc. financial report 2005-2009, report published 2010, accessed 1 November 2011
http://media.corporate-ir.net/media_files/irol/10/100529/sharehol derLetter/nike_sh09/index.html#select_financials
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/index.h tml 26
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/cole_h aan.html
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/hurley. html Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/nike_g olf.html
Nike Inc. Our Apporach, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/crreport/content/communities/5-1-1-our -approach.php?cat=overview
27
Nike Inc. Store locator, accessed 1 November 2011
http://niketown.nike.com/storelocator/storelocator.jsp?sitesrc=us ns_helpcgi-bin/niketown_locator.cfg/php/loc/end/loc.php
Eastbay – Adidas, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/searchresults/?N=0&Nr=AND%28Gen der%2FAge%3AMen%27s%2CSport%3ABasketball%2roduc t+Type%3AShoes%2roduct+Style%3ABasketball+Shoes%29 &Nrt=Men%27s+Basketball+Shoes+Basketball+Shoes&Rpp=60 &cm_REFX=adidas
Eastbay – Nike, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/searchresults/?Nrt=Men's Basketball Shoes Basketball Shoes&Nr=AND%28Gender%2fAge%3aMen%27s%2cSport%3 aBasketball%2roduct+Type%3aShoes%2roduct+Style%3a Basketball+Shoes%29&N=1196&cm_REF=adidas
28
Eastbay Home Page, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/
Nike Golf, accessed 1 November 2011
http://www.nike.com/nikeos/p/nikegolf/en_US/products/wall?cat egory=footwear
Cole Haan, accessed 1 November 2011
http://www.colehaan.com/colehaan/home.jsp
Hurley, accessed 1 November 2011
http://www.hurley.com/
29
Name: Jacky Submission Date: 4/11/2011 Tutorial Group: Group D
Words: 1933
Executive summary In order to become the market leader in the footwear and clothing 1
industry, Nike put a lot of effort in their brand development strategy, such as advertising, research and development, create innovative products and service. Nowadays, Nike is the largest seller around the world with selling their products to 180 countries, that’s why Nike can maintain the growth rate at 9% per years from 2005-2009. Besides, Nike tried to make the consumers to be different from others, for example, the create the NikeiD service to their consumers, let them to design their own footwear without limitations, so consumers may become unique and loyal to Nike in the long-run. I am sure that Nike would remain to be the market leader in the future since its marketing mix is better than its competitors and Nike is willing to satisfy its consumer’s needs all the time. It is very important for a firm to build a good brand and make the consumer to become loyal.
2
Content 1. Introduction-----------------------------------------------------------------P.4 2. Personalizing Marketing of Nike Inc. NikeiD------------------------------------------------------------------P.5 3. Co-Branding of Nike Inc. Cole Haa---------------------------------------------------------------P.6 Hurley------------------------------------------------------------------P.7 Nike Golf----------------------------------------------------------P.7-P.8 4. Event Marketing and Sponsorship Nike Foundation------------------------------------------------------P.9 Leverage the business--------------------------------------P.9 Sponsorship to the young -------------------------------------------P.9 5. Advertising Online advertising---------------------------------------------------P.10 Interactive advertising----------------------------------------------P.11 Place advertising-----------------------------------------------------P.12 Television advertising & Website advertising-------------P.12-P.13 6. Marketing Mix (4P) Price-------------------------------------------------------------P.14-P.15 Product----------------------------------------------------------------P.16 Place-------------------------------------------------------------P.17-P.18 Promotion------------------------------------------------------P.19-P.20 7. Conclusion-----------------------------------------------------------------P.21 8. Appendix------------------------------------------------------------P.22-P.25 9. Reference List------------------------------------------------------P.26-P.29 3
Introduction Nike, Inc. (since 1964) is an America organization and it is also one of the in New York Stock Exchange. Nike Inc. used to design, manufacture and market consumer sportswear and equipment around the world. In order to become the world’s leading supplier in clothing and sport equipment industry, Nike Inc. aims at carrying out research and development frequently. They tried to invent lots of sport equipments with advanced technology, for example, Nike Air Technology, Nike Pro, etc. All these products would satisfy the consumer needs since their products would provide a better protection and comfort, that’s why Nike Inc. still can be the market leader nowadays. Besides, Nike Inc. goal is to carry on innovative thinking and try 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 their shareholders.
According to the financial report of Nike Inc., we can find that the company growth rate is 9% per year, so in this assignment, I would like to analysis why Nike Inc. could be the market leader since founded. I would try to identify the success of Nike in different ways such as personalizing marketing, co-branding, event marketing and sponsorship, advertising and the marketing mix that they have used. (Appendix 1)
4
Personalizing Marketing To become a unique brand among the competitors, Nike Inc. tried to carry out NikeiD few years ago with the slogan ‘You Design It, We Build It’. Consumers can select the type of footwear in Nike online store and try to select their favorite color, material and fit. After ordering the product, Nike would help their consumer to build their own footwear within one month and send to their home. This kind of marketing strategy can help Nike’s consumer to think they are different from others.
This performance can help Nike to create deeper, richer, and more favorable brand association. Also it can help Nike to reinforce their brand image and feeling as the consumer may think that Nike can provide excellent service which other competitors cannot. As a result, consumer may loyal to Nike rather than other brand.
5
Co-Branding
In order to enhance the awareness of target consumers and maintain a high revenue and profit, Nike Inc. tried to combine their business with other companies such as Cole Haan, Hurley International LLC, Nike Golf and Umbro Ltd. All these businesses are regarded as Nike Inc.’s businesses which contribute approximately $2.7 billion of the company’s $20.9 billion in revenue. As a result, Nike Inc. believes that they should keep going to combine their business with those companies in order to generate the highest revenue in the long-term. The following examples are some of the Nike Inc’s businesses. (Appendix2)
1. Cole Haan
Cole Haan is an America luxury brand which offer high quality man and women footwear, outwear and accessories. Nike committed to provide their Nike Air technology to Cole Hann in order to offer high quality footwear to their target consumers. Nowadays, most of the footwear in Cole Haan is manufactured by using Nike Air Technology with
combing
their
luxury
outlook.
(Appendix3)
6
2. Hurley
Hurley is an America firm which designs and distributes sportswear for skateboarding, surfing and footwear. Nike Inc. tried to cooperate with Hurley by providing clothing technology. (Appendix4)
3. Nike Golf
Nike Golf is used to design and market footwear, golf clothing, accessories and golf equipment and ball. Nike Golf aims at carrying out innovation and advanced technology in order to enable and inspire
the
athletes
to
become
better.
(Appendix5)
In combing business with others companies, both parties can borrow needed expertise and leverage equity they don’t have. Also, it can help them to reduce cost of product introduction. Although 7
this kind of business is important to Nike Inc. however they should prevent the loss of control during the transactions since there would be some risks of brand equity dilution and negative effects. Furthermore, there would be lack of brand focus and clarity which may cause the organization distractions.
8
Event Marketing and Sponsorship
In order to enhance the awareness and recognition among the world, Nike Inc. tried to sponsor lots of activities over the past few years (2007-2009), which are related to sports and social causes. According to the Nike Inc. corporate responsibility report, their sponsorship program has focused on three areas, which are the Nike Foundation, brand and retail engagement and innovating for a better world through sport. (Appendix6)
Nike Foundation committed to sponsor more than 100 million in order to several missions, such as grant making, donation of business acumen and of social entrepreneurship. (Appendix6)
Besides, Nike Inc. tried to leverage their business in order to connect with their consumer and enhance their awareness. They tried to sponsor some marketing campaigns, custom product lines or even athlete engagement, for example, Cole Haan’s Penny Harvest and the Converse Red. (Appendix6)
Furthermore, Nike Inc. believed that, all the young people should have the chance to access sport, so Nike tried to sponsor some programs such as Homeless World Cup, Nike League Basketball. (Appendix6)
9
Advertising In order to enhance the consumer awareness and recognition, advertising is very important to a firm since we should make sure our ments are targeted on the right consumers at the right places. Nike Inc. tries to promote the products in different ways such as, television, magazine, websites, online advertising, etc. The following are some examples of Nike ments.
This is an online advertising example, Nike Inc. tries to permit Eastbay to become their online retailer and put ments on the website. It can help Nike to draw more consumers attention when they are choosing which brand is better and which product would perform better since Nike put their ment on the homepage of Eastbay.
10
This is an example of interactive advertising; Nike Inc. tries to create several Facebook s according to different sports and tries to interact with their consumer. In these s, Nike would try to provide the latest information about their products, and answer the questions from their consumer. It can help Nike to enhance their consumer awareness and recognition as Facebook is the main platform for people to share and notice information around the world.
11
This is an example of place advertising; Nike Inc. tries to put their ments in eye catching places in order to draw the attention from target consumers. This can remain the consumer when
they
are
crossing
the
road.
This is an example of television advertising, for example, Nike would try to broadcast their ment on TV during the NBA Game and Football Game. It can evoke the consumer mind when they are watching the sport games. It can make sure to target the right consumer at the right time. 12
This is the Nike Inc. website an Nike would try to provide the latest information about their product and event through the web page in order to enhance their consumer awareness. In this website, Nike would try to define different sports which can let the consumer to find what they want more easily. Also, Nike would put some videos and animations in order to draw the consumer’s attention.
13
Marketing Mix (4P)
1. Price
In order to identify the price of Nike’s products are reasonable and affordable or not, I would like to choose Nike’s footwear to compare with Adidas footwear (the largest competitor). In this part, I would like to compare the latest basketball shoes among these two companies.
The price of Adidas’s basketball shoes is ranged from $89.99 US dollar to $129.99 US dollar. 65 words
14
The price of Nike’s basketball shoes is ranged from $99.99 US dollar to $129.99 US dollar.
According to the comparisons, we can find that the price of the latest Nike’s basketball shoes are cheaper than their competitor, which means consumer may loyal to Nike’s product much more than Adidas. It is because Nike’s basketball shoes are manufactured with Nike Air technology which can provide better protection to consumers while Adidas does not, at the same time, the price of Nike’s footwear is cheaper and that’s why Nike can gain the competitive advantages among the competitors.
15
2. Product Nowadays, Nike tries to provide varieties of products in order to compete with its competitors and maintain a high profit and revenue each year. Nike also put lots of investment in research and development in providing the best product and protection to its consumers, such as Nike Pro, Nike Air Technology, etc. Besides, the most success for Nike to enhance the consumer awareness is that, Nike created NikeiD service to the consumers, which makes consumer become more loyal and recognize by other consumers who have never used the Nike’s products. Furthermore, Nike also tries to take part in their business with other companies, such as Cole Haan, Converse. The following are some examples of Nike’s product.
From the website of Nike Inc., we can find that Nike provide varieties of product for their consumers to choose, and the consumer can tries to design their own footwear by using the NikeiD service.
16
3. Place
As Nike Inc. aims to bring the inspiration and innovation to every athlete in the world and it is the largest seller of athletic footwear and apparel, therefore it sells products in more than 180 countries around global. In order to compete with its competitors, Nike offers the online shopping services to its consumers few years ago and also permits Eastbay to become its online retail shop. All these channels are very convenient to its consumer; the more channels for the consumer to buy, the higher the chances to enhance the consumer’s awareness. (Appendix7)
This is the example of Eastbay online store. 17
This is the example of Nike Online Shop.
18
4. Promotion
In promoting its products around the world, Nike Inc. tried to put a lot of investment in advertising and sponsorship in enhancing the consumer’s awareness, such as online advertising, television advertising, place advertising, spokesperson, magazine, etc. The following are some examples about Nike promotions.
Nike tires to sponsor in different kinds of sport events and invite some famous players to become sponsored. It can help to enhance the consumer recognition and awareness.
19
Nike tries to provide the information of their latest product and invention by using the television advertising strategy. Nike put the ments on TV during the break of each sport event and it can help to enhance the awareness of the potential consumer
Nike also provide the latest information about the product on the home page, which can let the consumers know more about what kinds of products is launched or being launch.
20
Conclusion
After analyzing Nike’s brand development strategy, I realized that Nike put lots of effort in enhancing their consumer awareness, for example, it tried to cooperate with other company among the footwear and clothing industry, this can help Nike to maintain a sustainable revenue and let more consumer know what Nike is.
Besides, Nike put lots of effort in advertising, whatever television, Facebook, printed media, online website, etc. Nike would not miss any chances to build a good brand name among the industry.
Furthermore, Nike keeps going to invest in research and development in order to satisfy the consumer needs. It aims to provide the best protection and product to their consumer, that’s why Nike always creates innovative products.
I think Nike would remain to be the leader in this market since its strategies are very amazing and successful.
21
Appendix
1.
http://media.corporate-ir.net/media_files/irol/10/100529/shareholderLette r/nike_sh09/index.html#select_financials
2.
http://www.nikebiz.com/company_overview/subsidiaries/index.html 22
3.
http://www.nikebiz.com/company_overview/subsidiaries/cole_haan.html 4.
http://www.nikebiz.com/company_overview/subsidiaries/hurley.html
23
5.
http://www.nikebiz.com/company_overview/subsidiaries/nike_golf.html 6.
http://www.nikebiz.com/crreport/content/communities/5-1-1-our-approac h.php?cat=overview
24
7.
http://www.nikebiz.com/crreport/content/about/1-3-0-about-nike-inc.php? cat=about
25
Reference List
Websites
Nike Inc. - Wikipedia, the free encyclopedia, article was modified on 29 October 2011, accessed 1 November 2011,
http://en.wikipedia.org/wiki/Nike,_Inc.
NIKE, Inc. Corporate Responsibility Report FY07-FY09, accessed 1 November 2011
http://www.nikebiz.com/crreport/content/pdf/documents/en-US/f ull-report.pdf
Nike Inc. financial report 2005-2009, report published 2010, accessed 1 November 2011
http://media.corporate-ir.net/media_files/irol/10/100529/sharehol derLetter/nike_sh09/index.html#select_financials
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/index.h tml 26
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/cole_h aan.html
Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/hurley. html Nike Inc., Brand Portfolio, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/company_overview/subsidiaries/nike_g olf.html
Nike Inc. Our Apporach, article published 2010, accessed 1 November 2011
http://www.nikebiz.com/crreport/content/communities/5-1-1-our -approach.php?cat=overview
27
Nike Inc. Store locator, accessed 1 November 2011
http://niketown.nike.com/storelocator/storelocator.jsp?sitesrc=us ns_helpcgi-bin/niketown_locator.cfg/php/loc/end/loc.php
Eastbay – Adidas, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/searchresults/?N=0&Nr=AND%28Gen der%2FAge%3AMen%27s%2CSport%3ABasketball%2roduc t+Type%3AShoes%2roduct+Style%3ABasketball+Shoes%29 &Nrt=Men%27s+Basketball+Shoes+Basketball+Shoes&Rpp=60 &cm_REFX=adidas
Eastbay – Nike, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/searchresults/?Nrt=Men's Basketball Shoes Basketball Shoes&Nr=AND%28Gender%2fAge%3aMen%27s%2cSport%3 aBasketball%2roduct+Type%3aShoes%2roduct+Style%3a Basketball+Shoes%29&N=1196&cm_REF=adidas
28
Eastbay Home Page, published 1 November 2011, accessed 1 November 2011
http://www.eastbay.com/
Nike Golf, accessed 1 November 2011
http://www.nike.com/nikeos/p/nikegolf/en_US/products/wall?cat egory=footwear
Cole Haan, accessed 1 November 2011
http://www.colehaan.com/colehaan/home.jsp
Hurley, accessed 1 November 2011
http://www.hurley.com/
29
Related Documents 2w1qw
Brand Management - Nike 6e581h
December 2021 0
Nike Brand Analysis 5g6p10
December 2019 29
Nike - Brand Audit 6n5r49
November 2019 43
Nike Golf Brand Manual 2c1s38
December 2019 33
Brand Management 1ge4c
December 2019 57