The brand that I will be focusing on in this paper is Nike Inc. When looking at the key attributes and characteristics of a company or brand in their maturity stage, there is a lot to focus on. Sales Volumes are peaking after steady increases in sales during the growth stage. As well as the fear of decreasing market share, with the highest levels of competition it becomes increasingly challenging for companies to maintain their market share. Yet a company in the maturity stage can reduce costs with developments in production and more efficient wats to manufacture high volumes of product. Sometimes when a company is in the maturity stage they need to focus on a possible rebranding, finding a new target market and intensifying distribution and
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Everyone knows about Nikes products, they offer shoes, apparel, and equipment and accessories. The most popular product is their shoes and thought the years they have offered many varieties in different styles. They make products for men, women, and children. Nike has also started to adapt to technology and make products that are used with Bluetooth and smart technologies. When looking at place in the four P’s of Nike, they sell through a large number of outlets, distributors, retailers, online and in their own brick-and-mortar stores. Nike has major control over their distribution and sale of their products. In America Nike has more than 200,000 retailers and has its presence in more than 150 countries in the world. Nike has its manufacturing units in almost every country to minimize the logistics costs and getter better efficiency in the distribution (MBA Skool, 2018). They also use many online retailers such as their own website, amazon, and other store websites. Nike relies on active promotion of their products to continue a strong brand image in the consumer eye. They use advertising, digital and paper, direct marketing, sales promotions, social media post, and public relations. The company heavily relies on advertisements, especially those that involve celebrity endorsers, such as professional athletes and sports teams (Gregory, 2017). Nike also uses direct marketing strategies such as direct mailing, …show more content…
To help build the brand identity all Nike employees work within a framework called “The Nike Maxism” (Roddan, 2018). Some of the Nike Maxism that show their internal stakeholders values and core missions are “It is our nature to innovate,” “Nike is a brand,” “The consumer decides,” “We are on the offense – always,” “Simplify and go,” “Be a sponge,” and “Evolve immediately” (Tyler, 2010). Nike introduces these maxims to new hires on day one, and it lets the employee know exactly what is expected of them, and give them the encouragement and importance of their innovation in the workplace to help the brand. “When engaged employees are also encouraged to innovate and when the very culture of the organization commends new ideas, the result can lead to significant impact on business performance” (Roddan, 2018). As well as employee advocacy in the brand, it is vital that the correct staff be recruited, and that they demonstrate both enthusiasm towards the products, and pride for the brand they represent. The employee advocacy initiative suggests businesses recognize their personnel as brand ambassadors, since they are the ones working closely with the products and services they develop and sell (JMR Connect, 2018). “It is exceedingly imperative for an employee to feel connected to the brand they represent, as they will be much more inclined to
Everyone knows about Nikes products, they offer shoes, apparel, and equipment and accessories. The most popular product is their shoes and thought the years they have offered many varieties in different styles. They make products for men, women, and children. Nike has also started to adapt to technology and make products that are used with Bluetooth and smart technologies. When looking at place in the four P’s of Nike, they sell through a large number of outlets, distributors, retailers, online and in their own brick-and-mortar stores. Nike has major control over their distribution and sale of their products. In America Nike has more than 200,000 retailers and has its presence in more than 150 countries in the world. Nike has its manufacturing units in almost every country to minimize the logistics costs and getter better efficiency in the distribution (MBA Skool, 2018). They also use many online retailers such as their own website, amazon, and other store websites. Nike relies on active promotion of their products to continue a strong brand image in the consumer eye. They use advertising, digital and paper, direct marketing, sales promotions, social media post, and public relations. The company heavily relies on advertisements, especially those that involve celebrity endorsers, such as professional athletes and sports teams (Gregory, 2017). Nike also uses direct marketing strategies such as direct mailing, …show more content…
To help build the brand identity all Nike employees work within a framework called “The Nike Maxism” (Roddan, 2018). Some of the Nike Maxism that show their internal stakeholders values and core missions are “It is our nature to innovate,” “Nike is a brand,” “The consumer decides,” “We are on the offense – always,” “Simplify and go,” “Be a sponge,” and “Evolve immediately” (Tyler, 2010). Nike introduces these maxims to new hires on day one, and it lets the employee know exactly what is expected of them, and give them the encouragement and importance of their innovation in the workplace to help the brand. “When engaged employees are also encouraged to innovate and when the very culture of the organization commends new ideas, the result can lead to significant impact on business performance” (Roddan, 2018). As well as employee advocacy in the brand, it is vital that the correct staff be recruited, and that they demonstrate both enthusiasm towards the products, and pride for the brand they represent. The employee advocacy initiative suggests businesses recognize their personnel as brand ambassadors, since they are the ones working closely with the products and services they develop and sell (JMR Connect, 2018). “It is exceedingly imperative for an employee to feel connected to the brand they represent, as they will be much more inclined to