Nike's Imc Plan Essay example

5048 Words Jun 28th, 2011 21 Pages
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NIKE

64th Intake/ DSM 402 / Group assignment for Marketing Communication

We declare that this report is 3991 words in length Cordially consolidated by: Leader: Michelle Zheng Pei Yi (S8822344Z)

Members: Noorjanah Khatoon Bte Mohd Khan Sarattee (S7930425E) Eugene Nah (S7925122D)

Nike

Huang PeiLing (S8827406G)

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Content Page 1.1 Nature of Business……………………………………………………………………... Page 3 1.2 Nike Origin and Background…………………………………………………………... Page 3 1.3 Nike Popularity………………………………………………………………………… Page 4 1.4 Key Milestone I…………………………………………………………………………Page 5 1.4 Key Milestone II...……………………………………………………………………... Page 6 1.4 Key Milestone III……………………………………………………………………… Page 7 2.0 Competitor
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In recent second Forbes Fab 40, a ranking of the world's top sports brands, reveals that Tiger Woods, Nike ( NKE - news - people ), Manchester United and the Super Bowl are the most valuable names in their respective categories. (9) Nike’s distinctive competency lies in the area of marketing, particularity in the area of consumer brand awareness and brand power. While the reasons that Nike is successful in marketing their products are numerous, this key distinctive competency towers over the competitors. As a result, Nike’s market share is number-one in the athletic footwear industry. . With its motivational slogans like, "Just Do It," and symbols like the Nike "Swoosh," couple with sports icons to serve as instant reminders of the Nike Empire with marketing campaigns that emphasize fitness, competition, and sportsmanship, consumers identify their purchases with the prospect of achieving greatness. Consumers benefit from this positive influence. This image is something that competing companies cannot easily duplicate. Nike popularity owes it successes through constant effort of being innovative through the means of research and development. It is further enhanced with the help of extensive marketing and exposures. These are made possible with celebrity endorsement as well as the use of opinion leaders; mainly contributed by the star power.

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1.4 Key Milestone I Nike In 1982, Nike released the Air Force 1, a

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