Brand and communication - Nike: The goddess of marketing

Résumé du document

History

Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”.

First polemic with the advertisement “you don't win silver – you lose gold” First partnership with football team

Strategy of Nike

Knight & Bowerman sold the shoes in special athletes events, themselves.

Apparition of a marketing strategy: based on people who are athletic oriented.

Good communication with athletes due to their knowledge about sport.

Able to explain the technologies and advantages.

Extraits

[...] Nike is one of the flagships of United States. USA: values on competition Consequence: difficult for people who can't be very competitive or powerful swoosh-743575 < number > Measures to deal with the criticism: Criticism American women at work Promote the sport in companies Creation of sports' area Criticism Punch lines Nike has to explain its push line “Just do it” (double meaning) A new slogan which is the combination of the two ideas of performance and capability. “You feel it? Do it swoosh-743575 Criticism Celebrities exclusive has to stay exclusive Celebrities have to be selected in function of their performance and their behavior. [...]

[...] These amazing investments are not all profitable : → It is a kind of lottery Nike has faced critics for the money it spent on celebrity contracts. swoosh-743575 < number > < number > It can become revolting when it pays its worker in Asia not even a basic living, and make them work in bad conditions A star often endorse several products : → The credibility and the trust in the product and in the endorser decreases. → "If the endorser won't stick with a brand, why should I?“ workerschina.bmpnikefactoryVietnam.jpgswoosh-743575 Cantona, a very temperamental star cantona.bmp Nike played with this aspect, until he kicked a supporter NikeFootball_Cantona.jpgswoosh-743575 Sportsmen are not always holy men bagare1.bmpbagare2.bmpirvin.bmp Many Fights . [...]

[...] 1st Nike's Celebrity? Steeve Prefontaine, an american runner swoosh-743575 < number > Illustration Image: Brand & audit1.avi < number > Celebrities Endorsement Marketing and Celebrities Endorsement important role in Nike's Strategy Why do they use this kind of marketing? swoosh-743575 < number > Celebrities Endorsement Reasons: Appeal consumers Establish a new ID in a new market In interest of Sport Prevent Competitors Evolution and communication swoosh-743575 < number > What does this picture inspire to you ? swoosh-743575 < number > < number > Using celebrities in ads : Sport emotion is very difficult to describe:  Pushing the limit of performance  a win enjoyment. [...]

[...] well communicate with athlete due to their knowledge about sport. Able to explain the technologies and the advantages of them. swoosh-743575 < number > Revenues tripled with this policy Generalization of this method and calls these person EKINs Personal strategy swoosh-743575 The reason of the success They know specificities & needs of each sport They understand specifications and technical words of each sport They are able to translate from sportsmen to engineers swoosh-743575 < number > Pyramid of influence Serious athletes Week-end athletes People who think sports wear is used as casual wear swoosh-743575 < number > Sector available for the pyramid application? [...]

[...] Celebrities who wear Nike shoes give to the brand an image of exclusivity. But, too many people started wearing Nike shoes: the exclusivity is lost. “Too much Nike kill Nike” The company is accused to capture the target market with emotions. swoosh-743575 < number > The criticisms against the company Disadvantages in using celebrities: They can reflected negatively on the company's image. Example of controversial people: Eric Cantona (football player), Ilie Nastase (tennis player), Shane Warne (cricketer) swoosh-743575 < number > The criticisms against the company Is Nike punch lines were too demanding and competitive ? [...]