Marketing Management

Case Study 1: MARKETING SPOTLIGHT- NIKE

1. What have been the key success factors for Nike?

* When you hear the name ‘Nike’ it rings a bell in your ears, of their famous tag line “Just Do it”. Nike is arguably the No. 1 sports brand in the world. Their success story is quite amazing. From a small shop (Blue Ribbon Sports) in 1962, to being on top of the world is really commendable. Founder Philip Knight believed that high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. Unlike others who dream and forget the next morning, Philip was determined and dedicated to make his dream a reality.

Key success factors encompass competencies, market achievements, resources, competitive capabilities and product attributes etc. It is most important for the strategists to be familiar with the surroundings, in order to distinguish the most important competitive success factors. The factors that played a key role in Nike’s success are listed below:

i. Marketing Activities: Nike is successful due to its marketing strategy. Nike took a wise decision to involve athletes to market their products. They tied up with top athletes who either had made a name for themselves already or in the verge of emerging. These kind of key talented athletes helped Nike to be recognized as a brand in United States. Nike also sponsored local clubs, colleges, numerous high profile sports celebrities and athletes teams with the greatly recognized tag line of “Just Do it” and the Swoosh logo which is neatly done. Nike is positioned as an expensive product, premium-brand and well-designed. Nike has done numerous things for their brand to be recognized across the globe. Their marketing mix includes different elements in addition to promotion. Few celebrities who has taken Nike branding to the new levels are Michael Jordan, Walt Stack, LeBron James, Virat Kohli etc.

ii. Research and Development: Nike understands consumer needs and uses research...