Marketing Spotlight Nike.doc
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1、Marketing Spotlight : NikeNike hit the ground running in 1962. Originally known as Blue Ribbon Sports, the company focused on providing high-quality shoes designed especially for athletes by athletes. Founder Philip Knight believed that high-tech shoes for runners could be manufactured at competitiv
2、e prices if imported from abroad. The companys commitment to designing innovative footwear for serious athletes helped it build a cult following among American consumers By 1980, Nike had become the number-one athletic shoe company in the U.S.From the start, Nikes marketing campaigns features winnin
3、g athletes as spokespeople. The company signed on its first spokesperson, runner Steve Prefontaine, in 1973. Prefontaines irreverent attitude matched Nikes spirit. Marketing campaigns featuring winning athletes made sense. Nike saw a pyramid of influence it saw that product and brand choices are inf
4、luenced by the preferences and behaviour of a small percentage of top athletes. Using professional athletes in its advertising campaigns was both efficient and effective for Nike.In 1985, Nike signed up the then young and unknown, guard Michael Jordan as a spokesperson. Nikes gamble paid off. The Ai
5、r Jordan line of basketball shoes flew off the shelves, with revenues of over $100million in the first year alone. Jordan also helped build the psychological image of the Nike brand. Phil Knight said sports are at the heart of American culture, so a lot of emotion already exists around it. Emotiona
6、are always hard to explain but theres something inspirational about watching athletes push the limits of performance. You cant explain much in 60 seconds but when you show Michael Jordan, you dont have to.In 1988 Nike aired its first ads in the Just Do It ad. Campaign. The $20million month-long blit
7、z subtly encouraging Americans to participate more actively in sports featured 12 TV spots in all. The campaign challenged a generation of athletic enthusiasts to chase their goals, it was a natural development of Nikes attitude of self-empowerment through sports. The campaign featured celebrities a
8、nd noncelebrities. One noncelebrity ad. Featured Walt Stack, an 80-year old long-distance runner, running across the Golden Gate bridge as part of his morning routine. The Just Do It trailer appeared on the screen as the shirtless Stack ran on a cold morning. Talking to the camera as it zoomed in, a
9、nd while still running, Stack remarked people ask me how I keep my teeth from chattering when its cold. Pausing, Stack replied, I leave them in my locker.As Nike began expanding overseas in Europe, it found that its American-style ads. were seen as too aggressive. The brand image was perceived as to
10、o fashion-oriented. Nike realized that it had to authenticate its brand in Europe the way it had in America. That meant building credibility and relevance in European sports, especially football. Nike became actively involved as a sponsor of football leagues, local clubs and national teams. Authenti
11、city required that consumers see the product being used by athletes, especially by athletes who win. The big break came in 1994, when the Brazillian team (the only national team for which Nike had sponsorships) won the world cup. The victory allowed Nike to sign other winning teams, and by 2003 over
12、seas revenues surpassed U.S revenues for the first time. Nike also topped $10billion in sales for the first time in that year as well.Today, Nike dominates the athletic footwear market. Nine of the 10 top-selling basketball shoes, for example, are Nikes. Nike introduces hundreds of shoes each year f
13、or 30 sports averaging one new shoe style every day of the year. Swooshes abound on everything from wrist watches to golf clubs to swimming caps.Discussion Questions1. Using classical conditioning learning theory, explain how Nike has built the brand ?2. Making use of motivation theory, discuss cons
14、umer motivation behind a Nike purchase ?3. How has Nike kept the brand fresh over the years?4. What future recommendations do you have to make Nike an even more successful brand?5. Apply each stage of the typical consumer decision-making process to the purchase of a pair of Nike running shoes .Just
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