Review Nike case
Phill Knight started BLUE RIBBON SPORTS in 1962, then Mr.Bowerman has joined as his partnership: the simple idea of providdying high quality running shoes designed especially for athletes by athletes.
‘FAT CHECK MARK’ logo has created and the company name has officially changed to ‘NIKE’.
NIKE lost the market share lead to Reebok as Reebok made a batch of aerobic shoes and introduced new attributes as well as benefits consideration to athletics. Then Nike has focused on the consumer not about the product and it succeeds later on. It reached huge success after they paid attention to Basketball and set out a new marketing formula related to shoes color, clothes, athletes logos and TV advertising.
With Technology and Advertising, NIKE become successful with the Air Max running shoes, followed by Air Jordan shoes which has defined sport separately as a category and applied their marketing formula in different ways for different categories.Lastly launched Air Huarche Technology.
Another point which helps NIKE to succeed in this industry is the inventory control system in the assistance of better gauge consumer response and plan production that ties relationship with retailers. Furthermore, with his powerful of taking control on distributors, NIKE has finally had greater control over the marketing.
NIKE’s unique approach creatively blended footwear, apparel, advertising, sports marketing and retail while maintaining relatively constant retail distribution and premium pricing strategies.
Q1: What are the NIKE brand Management objectives?
There are objectives which NIKE considered in building the brand.
Brand equity and Customer-based equity.
Nike has focused on the consumer not about the product and it succeeds later on. It reached huge success after they paid attention to Basketball and set out a new marketing formula related to shoes color, clothes, athletes logos and TV advertising.
Brand values and point of differentiation.