Nike Case Study

Nike Promotion Strategy

The Nike Corporation has become one of the most successful and recognizable brands in the world. Nike specializes in manufacturing and selling a wide variety of athletic apparel, footwear, and sports equipment. Nike offers their merchandise through retail and outlet stores, internet sales, partnerships with retailers, and other independent distributers. Created in 1972, the company continues to follow their mission statement of “to bring inspiration and innovation to every athlete in the world” (Nike Inc., 2012).

A significant aspect of a marketing campaign is the sales promotion strategy. Sales promotions will include incentive tools, usually short term, that are designed to stimulate quicker or greater purchase of products or services. Integrated marketing communications is also an important factor, and is a concept of marketing communications planning that recognizes the added value of a comprehensive plan (Kotler & Keller, 2009). Nike must take into consideration both sales promotions and integrated marketing communications When analyzing promotion strategies, Nike

Sales Promotion Strategies

Nike has a large budget and broad capabilities for promotions. When Nike develops a new campaign they spend extensive time and resources in their sales promotion strategies. Nike has recently taken a “grass roots” approach in China by creating a campaign to change local perceptions of running. Part of this campaign has included a promotion in which Nike hosted a series of night-time runs in cities throughout China. These run actually seem more like parties as they include music and celebrities as well as information from fitness professionals (Nike faces ultimate marketing challenge in China, 2011). These runs are a great promotional step for Nike. They are engaging people and creating an atmosphere where consumers will recognize their brand. This promotion will help increase awareness of fitness in China and...