Nike - The 'Goddess of Marketing'
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Case Details:
Case Code : MKTG088
Case Length : 13 Pages
Period : 1957-2003
Pub Date : 2001
Teaching Note : Available
Organization : NIKE Inc.
Industry : Shoe Manufacturing
Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Elements of Nike's Marketing Strategy
Since the 1980s, marketing has played a very important role in Nike's corporate strategy. Knight realized that savvy advertising would go a long way in helping the brand reach out to the target market and also create a unique positioning for Nike...
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Personal Marketing
Personal marketing played an important role in Nike's marketing efforts right from the early years...
Marketing Pyramid
Nike believed in the theory of the marketing pyramid...
Celebrity Endorsements
Celebrity Endorsements had always been an important part of Nike's marketing strategy...
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Criticisms against Nike's Marketing
Though Nike was generally thought to be a successful marketing company, it faced several criticisms for its marketing activities. Some ads, for instance, did not go down well with the target market. One such ad featured Joanne Ernst, an American tri-athlete and addressed American women for the first time...
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Conclusion
Despite criticisms against the company, there was little argument on the point that Nike, was one of the best recognized brands in the world, notably in the area of sports. So popular was the brand, that some analysts called Nike, the 'Goddess of Marketing'. Knight attributed Nike's success to its dedication to sport.
"Part of our success is that we know who we are. We defined ourselves. It is our job to provide inspiration and aspiration for everyone interested in sports in the world. We believe that everyone who has a body is an athlete," said Knight... |
Exhibits
Exhibit I: The Swoosh Symbol
Exhibit II: Income Statement
Exhibit III: Market Share of the 3 Major Players in Basketball Shoes in 2003
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