Nike,Inc.

It is one of the largest athletic apparel companies, Nike (Nike, Inc.) is an American
multinational association that deals with the design, development, manufacture, and
global marketing and sales of footwear, accessories, apparel, equipment, and services.
Began with a mission to, “bring inspiration and innovation to every athlete” in the world
It is based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, and Jordan
brands, and many more.

It was founded by Bill Bowerman and his former student Phil Knight in 1964. Nike plans
to build a 3.2 million square foot expansion to its World Headquarters in Beaverton.

The Nike brand strategy focuses on bringing the culture of the invention to today’s
athletes while solving issues for the upcoming generation.

Nike has acquired and sold several footwear and apparel companies over the years. It
has also acquired Starter, Zodiac, Celect, and Datalogue and purchased RTFKT Studio.

NIKE’s MARKETING STRATEGY

The main priorities and objectives of Nike marketing strategy, includes promoting
diversity, equity, and inclusion. Innovations that create sustainable materials and
approaches to tackle environmental impact. Towards advancing a transparent and
responsible supply chain. To build community by investing in organizations that pay
efforts on economic empowerment, education, and equality. Uplifts unity with the
current generation through sport and encourages an active lifestyle to reach their
potential future.
NIKE’s TARGET AUDIENCE INCLUDES:

✓ Athletes, Professionals, and Enthusiasts

✓ Running Enthusiasts
✓ Sports Enthusiasts
✓ Women in Sports
✓ Young Athletes
✓ Sustainability Advocates

Nike marketing plan:

It includes :

1) Advertising
One of the key parts of the Nike advertising strategy is advertising through television ads
and other social media forms with affiliate marketing.
In 1982, Nike aired its first three national television ads during the broadcast of the New
York Marathon.

2) New Media Marketing

Having to understand the importance of having different mediums along with display
advertising, content marketing, and social media promotions, boosts Nike global marketing
strategy in the right direction.

Nike is risk-taker, with the way to early application of internet marketing, email
management technologies, narrowcast communication technologies, and broadcast to
build multimedia marketing campaigns.

3) Emotional Branding
How undeniable that Nike always puts powerful emotions through the brand! The
advertisement seldomly briefs on its products and services.
A few of the best ads and commercials from Nike quotes for motivation, inspiration, and
greatness can be:

“We gave up giving up”,

“All you have to do is pick up your feet.”

“My better is better than your better.”

“Don’t believe you have to be like anybody to be somebody.”

The building of the right emotions by Nike effortlessly comes through curated content and
narrative that again narrates a story; a tale of inspiration applicable to anyone to combat
their challenges and meet their victory.

Instead, Nike emotional branding has been impactive followed as an effective strategy in
the world of marketing at present. It interns invokes emotions related to success, morale,
victory, and self-improvement which makes it a powerful product.

4) Nike Target Market Segmentation

One thing marketer should learn from Nike segmentation targeting and positioning
is understanding their customer.

And Nike focuses very well on their main target markets for their product and services i.e.,
athletes, runners, and sports enthusiasts.

In the running years, it enlarges strategies to lead precise market segments for runners,
women, and young athletes.

An observation is taken into action to create that meets the custom interests as per
customer requirements.

5) Convey a Story
To have been accompanied by a global audience, another marketing strategy applies by
conveying the story in simple and effective points rather than using descriptive or jargon
with their brand voice.
In this way, they connect and try to encourage the masses to chase their dreams and “Just
do it”. An instance as shown in the above image; another excellent technique is their
tagline which builds an emotional marketing story that relates to anyone to catch their
dream and build customer loyalty.

6) Newsworthiness
This brand strategy uses newsworthiness to impact and appeal to a story. In most cases, it
uses recent events or happenings about what people need or want to know.

It is also tricky to decide what stories to cover, but Nike evaluates and continues with
newsworthy stories before the release to avoid controversies or false information.

This pattern could be applied based on events that impact your readers all over the world

7) Invest in Customer Loyalty

In Nike, it associates with diverse masses apart from the target audience. Does it have
good customer loyalty? Yes.

With less loyal customers, the challenge to come up with anticipatory decisions and
effectively plan your finances can be scary.

One of the reasons the brand is irresistible globally till current which is less surprising is
sole because of customer loyalty. The precise, well-executed product and service not only
attract new customers but retain customers with good profit margins.

HOW OTHER BRANDS CAN USE NIKE’s

MARKETING STRATEGIES:
To harness the power of Nike's potent marketing strategy for your own brand, it's
essential to follow a well-defined blueprint. This section of our Nike marketing strategy
case study provides a step-by-step guide on how to apply Nike's principles to your brand
effectively:
Know Your Audience Inside Out: Much like Nike, start by conducting thorough market
research to understand your target audience's specific needs, preferences, and
aspirations. Tailor your products and marketing strategies accordingly.
Forge an Emotional Connection: Take a page from Nike's playbook and aim to create
profound emotional connections with your audience. Share compelling stories that
resonate with your brand's mission and values, inspiring and motivating your customers.
Embrace the Digital Realm: Leverage the expansive digital landscape, including social
media, content marketing, and multimedia campaigns, to amplify your brand's reach.
Follow Nike's lead in utilizing these platforms effectively to engage and captivate your
audience.
Champion Sustainability and Social Responsibility: If your brand aligns with
sustainability and social causes, make them integral to your strategy. Showcase your
commitment to positive change through sustainable practices and support for relevant
social issues.
Consistency is Key: Maintain a consistent brand image and message across all
marketing channels. This consistency not only reinforces your brand identity but also
leaves a lasting impression on your audience.
Prioritize Innovation: Continuous innovation should be at the heart of your strategy,
much like Nike's dedication to pushing the boundaries. Innovate your products and
marketing strategies to stay relevant and capture the full attention of your audience.
Leverage Influencers and Celebrities: Collaborate with influencers or celebrities whose
values align seamlessly with your brand's mission. This partnership can help expand
your reach and enhance your brand's credibility, similar to Nike's successful
partnerships with iconic athletes.