...Just Do It – Nike Background This campaign is from the late 80s and the reason for that Nike made this campaign was because of the fact that earlier Reebok had sold far more products regarding sport gears and now Nike wanted to change that fact. Nike had earlier mostly been well known for running shoes but now when the market started to grow rapidly, Nike wanted a piece. People at this time were buying exercise equipment at high levels and also aerobic had recently been introduced in the society, which caused a general enthusiasm about exercising mostly amongst women. So Nike took advantage of all this and launched this campaign to challenge all kinds of demographic. The "Just Do It" phrase was a wakeup call and criticism to does that did not exercise and was lazy. Target audience The target audience of this campaign is generally people who can actually do fitness or different sports, so the older generation 55-60 and above is not the aimed target audience. The reason for that the older people is not the main target is probably because this generation of people are unhealthy, old and weak as it is. Instead I think that the most important group of people for this campaign to succeed is the younger generation, (16-25). The campaign target younger people who both practice sport as well as those who simply need or wants to be fit. The target audience is those who want to feel hip and usually buys the most modern sports gear. The characters in this campaign tells us that it...
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...Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus On Communication 1 Convey Life Style To Audience 2 The Sign Of Swoosh 3 “Just Do It”...
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...Advertising to Branding “Just Do It” the Effect of an Advertising Campaign on the Brand One of the most famous and easily recognizable slogans in advertising history was created in a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group from the Nike Marketing team. It is reported that in the meeting Dan Weiden was speaking about Nike’s can‐ do attitude, said, “You Nike guys, you just do it.” Brand management is one of Nike’s strongest suits. Just for the brand consumers are willing to pay more for a product that is perceived to be of superior quality, style and reliability. A strong Brand in such a competitive market is a necessity, it allows its owner to expand market share, command higher prices and generate more revenue than its competitors just due to the fact of brand perception. Nike with its “Just Do It” campaign and strong products backing it up, was able to increase its share of the American sport‐shoe business from 18% to 43% percent, between 1988 and 1998 profits increased from $877 million in worldwide sales to $9.2 billion. Nike spent $300 million on overseas advertising alone; most of it centered on the “Just Do It” campaign. The success of the campaign is even more impressive in light of the fact that an estimated 80% of the sneakers sold in the U.S. are never actually used for their intended activities, or sports for which they were designed. Nike’s marketing tactics in the 1980s, and more specifically in its campaign against Reebok...
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...tudyMini-case Study: Nike’s “Just Do It” Advertising Campaign According to Nike company lore, one of the most famous and easily recognized slogans in advertising history was coined at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history. After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997. —Jolie Soloman “When Nike Goes Cold” Newsweek, March 30, 1998 The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of CocaCola, Gillette and Proctor & Gamble. Brand management is one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe...
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...2013 Nike: Rhetorical Analysis of Commercial Slogans A long run on a rainy day, lifting an extra fifty pounds, spending the extra hour at the batting cages; whatever lights that fire in all of us motivates us to get up and work can be triggered by the phrase “Just Do It.” “There Is No Finish Line” keeps you motivated for even better success. Just because you do it doesn’t mean you have to stop once you meet your goals. These phrases can also be recognized as campaign slogans for the Nike Company. These campaign slogans have proven to be effective at selling the product and picking up strong support along the way. Nike products are seen everywhere whether it be the actual product or an advertisement which means Nike is doing something right. Nike as a company is able to hold a strong ethos and a popular warrant in advertising their products. The Nike slogans appeal to a wide audience variety, and Nike’s appeal to one’s emotions through pathos may be the strongest aspect. The Nike Company has proven themselves well over the years with supporters such as Michael Jordan, LeBron James, and Kobe Bryant. All three of those names are applied to highly paid NBA basketball stars that everyone has at least heard of. Having supporters such as famous athletes gives Nike a strong ethos in their campaign because if the highest paid athletes are using Nike products, then the logical thinking is that Nike must be the best. For example, in a television commercial that aired in 2007, Nike gathered...
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...Will Nike “Just Do It”? Name: Huzefa Poonawala Class: GM 675MC Instructor: Eric Baker Date: December 12, 2012 As one of the leading brands in athletic wear, it would seem that Nike would be in the frontlines promoting human rights in the factories where their products are made. There have been many reports of workers in Nike factories facing poverty, harassment, dismissal and violent intimidation (Wazir, 2001). The motto of “Just Do It” does not seem applicable to the company itself. Despite numerous reports and audits, Nike has yet to take action against human rights violations by their suppliers. In 1998, the CEO of Nike, Phil Knight promised six main improvements in conditions at Nike factories around the world. These were: all Nike factories would meet US air quality standards, the minimum age would be raised to 18 for workers in Nike shoe factories and 16 for those in clothing factories, Nike would include non-governmental organizations in factory monitoring, and the company would make inspection results public, Nike would expand its worker education program, with free secondary-school equivalent courses, a loan program would be expanded to benefit 4,000 families in Vietnam, Indonesia, Pakistan and Thailand and research on responsible business practices would be funded at four universities (Wazir, 2001). Despite such high aims by the company, there are still reports of human rights violations in factories manufacturing Nike products. In 2005, the company sent auditors...
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...Overview of Nike Nike has created awareness with the way it present and make use of social media sites. Presenting in this essay, is going to be an overview of how Nike make use of professional social sites. Nike operates its marketing system online through social sites like Facebook, twitter, LinkedIn, etc. Nike also has its own online blog which is Nike.com. Nike is making full and efficient use of social site in many ways in the sense they generally try to increase sales and show off (advertisement) their new products using social media. Nike’s Blog is been connected to each of the company’s social media account which it then uploads information about new products to update its customers. Nike is a brand and company that faces competition from other company like Puma, Adidas, and Under Armor etc. Nike, Inc. is an American worldwide association that is occupied with the arrangement, progression, amassing and general promoting and offers of footwear, apparel, apparatus, embellishments and organizations. It was founded in the 1964 with its name as Blue Ribbon dons by Phil knight and Bill Bowerman and later, it authoritatively got to be Nike in 1971. According to Sage (2008), the association’s headquarter is located close to Beaverton, Oregon in Portland metropolitan area (Para.12). It is among the world’s greatest and biggest suppliers of athletic/sport shoes and attire and a foremost maker of recreations equipment. According to Ozanian (2014), at the beginning 2012, Nike employed...
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... Because Nike is such a large and globally recognized company, they offer a large variety of products and thus have many target markets. They market not only footwear but apparel, equipment, and accessory products for men, women, and children. Nike is like Coca-Cola, in the sense that they design and market their products for every possible group imaginable. The different groups of footwear they design for include: running, training, basketball, soccer, sport-inspired casual shoes, kids shoes, aquatic activities, baseball, cheerleading, football, golf, lacrosse, outdoor activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic activities. Basically, they market their products to anyone who does any physical activity or likes the look of their shoes without being active. Even though Nike promotes itself through every sport and physical activity imaginable, they still have a demographic that they target. They try to create and market their products to people of all ages and sex, regardless of where they live. This is why Nike is successful. They not only start with the youth but progressively make footwear and accessories for people as they age and start to pick up other sports also. Because they market to every sport and physical activity, they also know that with each activity/sport there are a different group of age demographic for them. For example, most people who play basketball are younger and have more energy to do so and so they...
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...Communication Plan Nike Running Shoes I. Background Nike Incorporated, the leading innovator in athletic apparel and accessories, traces its roots to the University of Oregon track and field team of the early 1950’s. The team’s coach was determined to give his athletes a competitive advantage by always finding the newest and most efficient gear, and began designing and producing sneakers with very limited resources. After twenty-one years of creative turmoil and a superficial, lean order-by-order manufacturing system, the Nike brand was finally formally launched in 1971. Eugene Oregon remains the home of the Nike brand and the corporation’s headquarters. Understanding that a distinctive, easily recognizable logo was necessary to build the company’s sales and bond with its customers, the company tried various logos throughout the years. In 1980 the company settled on the final Nike, Inc. logo, referred to as the swoosh, and recognized around the world as the mark of the quality Nike brand. As Nike’s newest advertising agency, our firm will be focusing our efforts toward improving the sustainable competitive advantage of Nike Running shoes. II. Buyer Behavior Nike Inc. currently represents thirty percent of the athletic apparel and accessories industry. The market is comprised of professional athletes, amateur athletes, those devoted to personal fitness, and trendy young adults continuously seeking the latest fashion trends and social recognition. Nike nurtures brand loyal...
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...NIKE strategy Nike is the most popular sports goods seller all over the world. A great company must have a great strategy for its market. The Nike’s strategy is most important for its sales. Advertising Recent year, Nike spends more 800 million on advertising. And this number will be increasing in the next years. Before the 1980s, there are a lot of sports goods advertising talking about the technology in the products and these makes these sports goods felt far away from human life. After a lot of reaches, Nike found that the product should have relationships with the real life. Nike began to put advertisements on the subway, buildings, TV shows, even the wall of community. The function of products is very important. The advertising is the way to deliver the message to the customers. The effects of sports star Most of Nike buyers are teenagers. The teenagers like sports. They respect the hero. They have a strong sense of make track for a star. They have a dream to be a star in the future. Nike knows how to attract these customers. The sports superstar makes it works. Nike almost produces the goods for all the area of sport. The company tries its best to sponsor the sport star to make them wear the Nike shoes and other goods. The superstars will also take part in the Nike commercial. These stars have some things in common. They are all good impression and popular in the teenagers. The Nike products make the customers fell close to their stars. The Nike tries to send...
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...Buy Nike and feel good A company's social responsibility is the biggest keyword for companies these years. The demand has never been greater than it is today, compared to, if you look at the way it once was. Consumers today do not only think of where their shirts are made, but also on the environment. Companies have never thought as much as they do now on their supply chain, and most important, protecting the environment. Nike´s CSR slogan is “innovate for a better world”. In the 1990´s Nike had several accusations of child labour, and it was something everybody talked about. At this point Nike´s brand was totally ruined, and they had got a bad reputation. It took Nike many years to actually realize how important it was to take responsibility for what was happening in the big supply chain, which is at its lowest at this point. They went from just focusing on improve their labour, but also be very focused on their design. Nike´s design had to been changed; and they got to cut down the waste of chemicals when they are producing products. In the video, Mark Parker, says “Innovate for a better world”, and that is not just something you say to get more customers, it is because they want to reach their positional, to improve their products, so the athletes can perform much better, and most important, saving the world. Every new design Nike is producing today is thought through so the environmental impact is minimal. You can say that Nike is no longer a shoe producer; today they...
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...Nike, Inc. Accounting Analysis Brian Knoske Harding University Abstract Nike, Inc. is one of the most successful companies in the world. They consistently post high revenue numbers, which can be attributed to their excellent worldwide view. They are the world leader in footwear sales, which was the product that the company was originally built on. When Phil Knight and Bill Bowerman originally formed a company, they only wanted to provide athletes with a better shoe. Their success keeps their return on stock consistently up, which is a difficult thing to come by in these tough economic times. If Nike wishes to remain a successful company, they will have to appropriately deal with their accusations of poor working conditions for their foreign warehouses. Description of Company Nike, Inc. is a company that specializes in designing and selling athletic footwear and apparel (Nike, inc., 2011). Their products are of high quality and reasonable price, leading them to be highly sought after by consumers. This has led Nike, Inc. to become the number one athletic footwear supplier in the United States (Nike, inc., 2011). Nike, Inc. is also one of the world leaders in selling athletic uniforms, apparel, and casual clothing. In addition to designing and selling their products, Nike also operates NIKETOWN stores, Nike Factory Outlets, Nike Women’s Shops, and an online website (Nike, inc., 2011). Nike’s products are sold in 690 of these stores worldwide as well as at an...
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...as well as the products used and needed by athletes to succeed. Being a product tester for Men’s basketball shoes at Nike allows me to help give my insight into their decisions about what works and what needs to be changed in order to make a better product. With Nike headquarters being based out of Beaverton Oregon, and having such an extensive background in sports and input into current products for Nike, working there seems like the most logical and ideal choice for me. Situational Analysis: Customer: Nike is the largest distributor or sports attire and is located all around the world. For a long time, Nike was known for only the most popular sports, but as of recently they have been breaking into every sport out there. More and more people want to wear athletic clothes even if they are not doing something active, and the trends continue to change with Nike matching pace with it. They have careers all around the world, ranging in anything one could think of from marketing and advertising, management, retail associates to even accounting. Being a company founded by a CEO who went to the University of Oregon, attending the same school in one good way to try and get into the company. Nike is always in need of good young intelligent people who have a passion not necessarily for sports, but for living an active lifestyle. Characteristics of Nike: - 40,000 employees - 338 retail locations - In over 160 countries - In over 6 continents These numbers will...
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...Nike Inc. Nike’s Unethical Business Practices Nike’s Unethical Business Practices Love those Nike shoes your wearing? Have you ever thought how they were made, who made them, and at what price they were made at? I bet you probably don’t. I bet that you see those Nike shoes at the store, and think to yourself, “oh I like those shoes, I have to have them,” and then buy them. What you don’t know is that those pair of shoes you just bought were probably made in a third world factory by employees who are probably working in harsh working conditions. These factories are not owned and operated by Nike, but contracted by Nike. Nike chooses to locate the majority of their production in such countries because of the abundance of cheap labor. Nike contracts factories around the world in effort to get the best product for the cheapest price made, without concern for contracted factory employee. Nike has not been concerned about what goes on in these factories only that the product is made, because Nike is not in the business for Human Rights, they’re in the business of athletic shoes sales. The Ethical Dilemma Nike has been accused with human rights violations. The charges that were made against Nike include the following: the use of child labor in factories, unsafe working conditions including exposure to toxic chemicals and the use of machinery without the proper safety precautions, pay below minimum wage and forced overtime hours. The contracted factories Nike uses to produce...
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...Introduction I choose the one of the biggest firm in the sportswear manufacturer Nike Inc. Nike’s swoosh is well-known all over the world, this simple logo is fame to everybody. Nike control a lot of another brands and subsidiaries them. Nike has a specific management style without own factories but with 35000 employees. My objective of this research to analyze and show how Nike achieve own goals, compete in strong market with another multinational brands and also explain the negatives sides of this sport brand. Just Do It Nike was created in 1972 and has been successfully developing for 40 years. Phil Knight (Founder and CEO) is often quoted as saying that 'Business is war without bullets.' According to his words people can understand that Nike just manufactured modern expensive good quality wear and sell it and don’t compete with other firms like Reebok Adidas and others. Nike Inc just do own work, has own consumers and perform pure business without arguing scandals and wars. Also the CEO made a tattoo of Swoosh on his ankle, it’s an indicator that Knight loves own firm and makes better day-by-day. Nike spend a lot of own capital to advertising and to research and development. In Atlanta Olympic Games Reebok went to expense sponsoring the Games, but Nike sponsored the best athletes and gain more profit. Nike Inc was the first sport company which let a contract with sportsman. Michael Jordan and Nike in 80-s made the first deal up to $ 100 million and after another firms understood...
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