Download Current Advertising Campaign Analysis of Nike, Inc. PDF

TitleCurrent Advertising Campaign Analysis of Nike, Inc.
TagsStrategic Management Brand Target Audience Nike
File Size142.8 KB
Total Pages11
Table of Contents
                            INTRODUCTION
ADVERTISING STRATEGY
	Focus On Communication
	Convey Life Style To Audience
		The Sign Of Swoosh
		“Just Do It” Campaign
	Star Effect
TARGET MARKET
EFFECTIVENESS OF CAMPAIGN
	High Advertising Expenditure
	The Best Reward
CONCLUSION
BIBLIOGRAPHY
                        
Document Text Contents
Page 10

31%

16%

6%
7%

6%

5%

4%

2%

5%

18%

Nike

Adidas

Reebok

Puma

New Balance

ASICS

Converse

K-Swiss

Skechers

Others

Nike occupied the largest
market share, 31% in athletic footwear in 2009, largely due to the efficacy of its advertising
campaigns. In terms of market share, Nike was about twice as large as its main competitor
Adidas, which held the second largest market share, while Reebok, one of the next largest
competitors, had only 6% of the market share. Nike's dominance in this situation is extremely
significant.

CONCLUSION

Based on what has been discussed previously, it is evident that Nike focuses on advertising
campaigns. Nike targets markets through strong advertising strategies by valuing
communication, conveying life style, and enlisting famous spokespeople. Nike communicates
with customers by promoting positive feelings and emotions as ideas that are interwoven
throughout their products, spreading brand culture and sport spirit all around the world,
building an incredible, loyalty based, relationship with customers, and achieving a
tremendous business success in the competitive field of sports goods. The most powerful
aspect of the advertising campaign is that Nike portrays its products as having soul and being
able to instill that soul in consumers who buy its products. It can be conceivable that the
advertisement of Nike products is the root of the enormous sales of Nike and that such
advertisement not only portrays Nike as strong and undefeatable, but that such advertisement
allows Nike to manifest itself as a superpower in the field of sports goods.

BIBLIOGRAPHY

Goldman, Robert, and Stephen Papson. Nike culture: the sign of the swoosh. London: Sage,

7

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