Nike Promotional Campaign Essay Sample
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Nike Promotional Campaign Essay Sample
Over the course of the last twenty to twenty five years, Nike has made a clear focus on to which it wants to market their products for, as well as to whom they want to buy the products. It is clear by not only the company’s overall reputation with marketing but also with our own extensive research that we have completed over the course of the last twelve weeks, that Nike has a target market of active individuals as well as athletes from the ages of mid-teens to mid to late thirties. Basically, the target market is made up of people that have a disposable income that they are willing to spend on products that will keep them active, but also have a certain style that comes along with them. Males and females are both equally targeted by the company. The styles have their differences, but the overall products remain the same when it comes to comfort and creativity based on what the individual consumer prefers to their personality.
Some of Nike’s top competitors are ADIDAS, Under Armour, and Reebok. Like Nike, they target males and females alike with a passion for fitness and athleticism. However with differences pertaining to style, affordability, as well as specific sport interest, Nike has a wider variety of people and products to market towards to overall. This is able to increase their target market passed to what the competition has the ability for. Nike has a few different segments inside their own company, Jordan and Tiger Woods Golf, which in effect, is able to narrow down their target market even more. As a global player, Nike is known throughout the entire world; culturally the brand is easily transcendent and can be manipulated based on what the target market of that country or culture values. Even though Nike is a worldwide company, it’s consumers still buy their products generally based on the same decision making process.
Decision Making Process:
Consumers begin their decision making process in everything they buy with a need recognition. In the case of buying Nike products, the need recognition begins with the consumer having a situation in which they need some sort of product whether it be apparel, footwear, or equipment. This need can arise from wear and tear of older products that are owned, the season for which the consumer is currently in, or trends and styles that may be affecting the current culture and society. The next step in the process, which is the search for information, can originate from the consumer wanting to learn more about a product that they are prospectively trying to purchase. In the case of Nike consumers, there is a number of different outlets that they can look into to try and find the perfect product for their wants and needs. Nike products are sold through online intermediaries such as the company’s actual website, Nike.com, as well as through other websites that sell sporting goods such as Eastbay.com. If the consumer doesn’t have access to the internet or prefer to shop in a retail environment they have many different options such as the outlets of Dick’s Sporting Goods and Sports Authority.
The third step of the decision making process is the evaluation of alternatives. This is where consumers who are searching for information for Nike also come across competing brands such as Under Armour and Reebok. This is where a particular attitude towards a brand or a product such as loyalty and materialism come into play. For instance, many of Nike’s main consumers are repeat customers and we have found out through our surveys. This harbors a certain amount of brand loyalty to Nike and will keep those consumers from buying other products. Materialism shows how much a consumer is concerned with material goods in their life. A product may have a certain style to it and a popular trend that Nike has just released and depending on the attitude of a given consumer will drive them to buy that product instead of the competition. The fourth step in the process is choice.
This step is simple once the consumer has their need, information, and evaluations of alternatives of other products at their disposal. However, the way that choice is made can be different depending on each consumer. There may be the affect-based consumer who buys their Nike product based of the pure feel of the product over alternatives and there could also be the attribute-based consumer who evaluates the product and it’s alternatives across a set of attributes that are relevant to the given situation. Finally, the last step in the process is post-choice evaluation. The consumers that bought a Nike product look back at what they bought and decide if it was in fact a good purchase or not. In most cases for Nike, the decision is made that it was an excellent choice. Once again, we can determine this by understanding from our surveys that a majority of consumers for Nike are past buyers and typically enjoy the products that they have bought very much. So much so in fact, that they are driven to another need and the process begins all over again.
Nike has many external influences that enhance the sale of its products worldwide. In our opinion, one of the major external influences is that Nike is a part of an age-based micro culture, most notably, world teen culture. Nike is quite a popular brand among the teen age group, with this age group most actively engaging in sports. Another interesting micro culture that Nike utilizes is income and social class. There is a sense of social stratification attached to Nike, with its products being viewed as a status symbol of sorts.
Another interesting concept to consider in regard to Nike would be the way in which it uses types of social power. For example, Nike is notorious for advertising with superstar athletes. This can be defined as a referent and expert power. People that purchase Nike products imitate the behaviors and attitudes of the respected group, or in this case, star athlete. Also, there is a sense of expert power because of the status of the athlete in his/her respected sport. Internal Influences:
When we talk about Nike, there are a few internal influences that are relevant when consumers choose to buy its products. Internal influences are the influences that come from a consumer’s heart and mind when they are deciding which products to buy. The biggest internal influence that appears in almost all of Nike’s advertisements is motivation. Motivation can be interpreted in a wide variety of ways for a variety of different activities. Nike displays motivation as that one thing that keeps you pushing forward. Nike tells it’s target market to never stop what you’re doing and to always put all your effort into it. To take this a step further, Nike displays hedonic motivation to give that certain feeling to the consumer. Hedonic motivation is a certain drive to give a person a gratifying feeling from an experience. Nike displays people enjoying what they do, while still wanting to do it based on a certain drive that drive usually being passion.
Another internal influence Nike has is the amount of advertisements people are exposed to in a number of different ways and gain a certain brand loyalty. Nike has become such a popular brand that people know about it without having to research it. Some people buy Nike not because they have researched the brand or hold the same values as the company but because they are familiar and very comfortable with the brand. Internal influences can also be seen as things that people tend to believe in. Based on Nike’s target market some of the things their consumers believe in are fitness, exercise, and determination. Since Nike is a sports and fitness brand, it isn’t too hard to attract the people of these beliefs and values. Final Campaign:
Our target market for our promotional campaign we have decided to select individuals between the ages of sixteen up to forty years old, of which whom have an expanded interest in sports as well as fitness and that also a disposable income that they are willing to spend to help them reach their dreams and goals that they have set out themselves. To effectively reach this market, instead of going through the traditional route of televised media commercials, we have chosen to go through print media promotion that will be placed in magazines such as ESPN The Magazine, Sports Illustrated, and People magazines. By going through magazines such as this we believe we can effectively reach our target market as well as by any other media source. Our promotion will consist of the best athletes that have exceled in their respective sports and have all won the pinnacle of championships of their sport. These athletes are all sponsored by Nike and have been seen in different promotions for Nike before however, never in the same advertisement. The ad will be of all the championship athletes standing together, wearing their respective team uniforms as well as traditional championship attire as pertaining to Tiger Woods for golf and Serena Williams for tennis.
The other athletes are Drew Brees, Quarterback of the New Orleans Saints; Derek Jeter, Shortstop of the New York Yankees; Kobe Bryant, shooting guard of the Los Angeles Lakers; and Patrick Kane, forward for the Chicago Blackhawks. These athletes will stand together holding their respective sports equipment as well as standing next to their respective trophies for each Championship that they have won. For instance, Patrick Kane will be standing next to the Stanley Cup and Serena Williams next to the Wimbledon Trophy and so on so forth for the rest of the champions. The athletes as well as their trophies will be in color and will be standing out against the black backdrop. In white words at the top of the ad will say “Greatness Never Rests” and at the bottom of the ad will say “Just Do It” along with the trademarked Nike swoosh logo. The main ethical issue that we needed to address was not discriminating against males or females. We decided to incorporate Serena Williams, a dominant female athlete in her sport, in order to accommodate both sexes.
Another issue that we faced was trying to include a wide spectrum of sports athletes instead of just focusing on a specific few sports. If we would have gone this route, we felt we would have been missing a significant portion of potential consumers in our target market. The primary message that we want to convey through this promotion is consistent with the main attitude and emotions that Nike commonly delivers through their own advertisements, which is motivation, inspiration, and determination. The ad is designed to show that when someone is able to commit themselves both mentally and physically to their goals and dreams and are willing to put in maximum effort and work, they can reach that apex that they have set out for themselves. This pertains to not only athletes in major sports, but also to an everyday life style for people who are just trying to better themselves like being able to run that one extra mile on the treadmill at the gym.