Case Study Analysis of Nike and Google

1657 Words Jan 31st, 2013 7 Pages
Question no 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy?
Answer:
Nike’s Core Marketing Strategy:
Nike's excellence marketing strategies are their energy to achieve their market goals. Nike believes the "pyramid influence" that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes' spokesperson, professional teams and college athletic teams to advertise and promote their products to customers. One renowned example of Nike marketing strategy is during 2008 Summer Olympics in Beijing. Nike received special permission from the International Olympic Committee to run Nike ads featuring Olympic athletes during the games. In
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This strategy is especially successful because of its ability to reach a large number of athletes. Cons:

However, unlike many companies, Nike does not promote its efforts. One brand consultant says that, “Nike has always been about winning. How is sustainability relevant to its brand?” Nike executives agree that promoting an eco-friendly message would distract from its slick high-tech image, so like recycling old shoes into new shoes are kept quiet.
One other con of the Nike brand is that the price of Nike products are quiet expensive as compare to other global competitors. So, instead of buying such expensive product customers go for other competitive brands like Adidas. One of the Nike's core marketing strategies is depend on a group of athletes to promote its products. Nike prefers to have high profile athletes as its endorsers, like Runner Steve Prefontaine, Michael Jordan, and LeBron James. The athletes had positive and negative influence on changing consumer preferences, changes in consumer tastes and priorities, and also consumers' buying decisions. The action and attitude of Nike's chosen spokespersons could bring the impacts on its promotional strategies. For instance, it will attract the athlete's idolater to purchase the products if Nike using a popular athlete as endorser. On the other hand, if the athlete were caught in drug addicted or any immoral attitude, it will affect the customers not to buy Nike's products, thus will affect Nike's

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