Marketing Case Study: Nike

1224 Words5 Pages
Case study on Nike
Sandhya Chauhan
MKT 500: Marketing Management
Maureen Murphy
Date: November 10, 2014

According to Philip Knight high tech shoes for runners could be manufactured at the competitive prices. If imported from abroad. Blue ribbon sports in 1962 brought high quality shoes which were specially designed for athletes by athletes. This commitment brought built a cult following among U.S Consumer. From the beginning Nike’s marketing campaigns featured winning athletes as spokes person. Nike sponsors numerous high profile sports and athletes teams around the globe with the greatly recognized brand name “Just Do It “and the Swoosh logo. It is positioned as an expensive product, premium –brand and selling well-designed.
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Using professional athletes in its advertising campaigns was both efficient and effective. Throughout the Campaign Nike enlisted numerous athletes in order to attract customers and promote the image of Nike as being reliable to not only everyday customers but professional athletes. (Wikipedia The Free Encyclopedia) This brought influence, encouragement, attention, sense of high quality and standard in the perception of people to buy the product. Moreover it convinced customers by innovation of a slogan “Just Do It” which means that they are capable, able of doing anything. In present context there is change in customer prefences people believe in brand and, they are more demanding , they have their own perception afford quality so, they feel proud when consume high priced quality goods which can be taken as the key success…show more content…
Customer satisfaction whenever we talk about customer satisfaction It is always and forever the most important factor and first priority for the success of the product. The level of satisfaction determines the purchase rate of the customers, Another one can be finding the appropriate synergy between celebrity and product. But let’s go further other points as well that needs to be considered by Nike’s senior management.
• Situational analysis: Where are we at now? How does our present situation compare to where we thought we’d be a year ago? What are the new Strengths, Weakness, opportunities and tactics that we should be aware of taking advantage of? What is in the way of our company reaching our sales/business goals? (Yahoo! Answers)
• Objective: what do we want to have happen in the marketplace? (Yahoo! Answers)
• UPS: What is our unique selling proposition? What do we do better than anyone else? What are we known for; can we back it up with our products or services? Is it a promise we can “deliver?” (Yahoo!
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