Submitted by: Submitted by Bella11
Views: 10
Words: 1118
Pages: 5
Category: Business and Industry
Date Submitted: 09/04/2016 08:10 AM
Nikes goes digital
Name:
Case summary
This case describes the strategies that have been employed by Nike in marketing their
products. For a very long time, all their advertisements were handled by Wieden and
Kennedy who really helped to bring the brand closer to the customers. They used sports
stars such as Tiger Woods, Bo Jackson, Maria Sharapova and Michael Jordan. This
traditional type of advertising has brought Nike a tremendous amount of success. However,
the company is spending lesser on advertising media and moving towards where their core
customers who are teenagers are located. They are now making use of the social media
platforms including Facebook, You Tube and twitter to reach their customers. The
company is using the web as a whole to reach their customers and so far, this seems to be
working perfectly well.
Key promotion issues
a. Integrated Market Communications (IMC): Nike over the last 20 years hired Wieden
and Kennedy a small advertising firm in Oregon to handle their advertisements.
During this period, most of their advertisements were carried through the print
media, radio and TV advertisements. All the coordination work was implemented by
Wieden and Kennedy.
b. Branding: This involves a combination of a number of factors possessed by Nike
which include its brand logo, symbols, unique design, style and innovation. Through
their Nike ID website, Nike allows customers to design their own shoes and have
them designed for them. Nike has also partnered with apple to produce Nike +
products including Nike + GPS app, Nike + GPS stopwatch and Nike Fuel band.
c. Creation of company touch points: Nike has increased its presence on the net in
order to reach their teenager customers. This has been done through their various
websites, through the use of social media platforms such as Facebook, You Tube and
Twitter. The company has also been engaging in promotions such as the “Write the
Future Campaign” during the FIFA world cup...