"Play by the rules. But be ferocious."-Philip H. Knight
Introduction
Nike Running, an internationally known brand, with the great impact of running sports wear in the world, which brought running equipment with emotional and practical experience to customer.
With the multiple competitors appear, Nike Running did draw the awareness of their brand in different kind of ways, like Nike Running application, television commercial and website.
To analyze this brand, firstly need to focus on their introduction (history, description, values and identity), then, understanding their positioning (competitors, disable factors and the marketing position). Lastly, to analyze its communication strategy (current advertising campaign and mapping). …show more content…
in 1971 by Philip H. Knight, Nike was founded in1964 and named Blue Ribbon Sports, which is operated as a distributor for the Japanese shoemarker Onitsuka Tigar.
The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of 'cool.'
With the development in more than 40years, Nike now became a top-level athlete products which provided a cool image with ”Just Do it ” in the world, It also now started to develop a new trend of digital marketing like Nike Running application on phones.
Description of Nike Running
Nike Running is an international company which sells running equipment like running shoes, shirt, jacket, short and pants.
Values
Nike’s mission is “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”
Nike knows that bringing inspiration to athlete is not only did great on their products, but also need to bring a brand image to the athlete and let them realize how cool can being a athlete. As a result, Nike makes “Just do it” as their slogan since …show more content…
Positioning
Competitors
Nike Running has several types of competitors since this brand offers a wide range of products, so competitors will be different depending on the product.
The biggest competitor of Nike original running products is Puma (Puma running image is better than Nike. As Bolt is the image of Puma, customers will trust in Puma running products more than Nike.)
The biggest competitors of Nike causal running products is Adidas (Since Adidas now opened a new line of causal running products called Adidas Original.)
Also, there are many competitors are selling other running products like running shirt and short, they are New Balance, Adidas and Puma…
In this fair market, Nike Running try hard to differentiate its competitors as New Balance, Adidas and Puma. Nike is the one who now using some new digital strategies in marketing campaign.
Position analysis
1. Survey
Introduction
This section will be introducing a nine questions survey that I invited my audiences to do it last week. This survey aims to find out the position of Nike Running in Hong Kong. There are 30 audiences in 18-45 years old with running hobbies done my survey. The questions are as
Introduction
Nike Running, an internationally known brand, with the great impact of running sports wear in the world, which brought running equipment with emotional and practical experience to customer.
With the multiple competitors appear, Nike Running did draw the awareness of their brand in different kind of ways, like Nike Running application, television commercial and website.
To analyze this brand, firstly need to focus on their introduction (history, description, values and identity), then, understanding their positioning (competitors, disable factors and the marketing position). Lastly, to analyze its communication strategy (current advertising campaign and mapping). …show more content…
in 1971 by Philip H. Knight, Nike was founded in1964 and named Blue Ribbon Sports, which is operated as a distributor for the Japanese shoemarker Onitsuka Tigar.
The Nike athletic machine began as a small distributing outfit located in the trunk of Phil Knight's car. From these rather inauspicious beginnings, Knight's brainchild grew to become the shoe and athletic company that would come to define many aspects of popular culture and myriad varieties of 'cool.'
With the development in more than 40years, Nike now became a top-level athlete products which provided a cool image with ”Just Do it ” in the world, It also now started to develop a new trend of digital marketing like Nike Running application on phones.
Description of Nike Running
Nike Running is an international company which sells running equipment like running shoes, shirt, jacket, short and pants.
Values
Nike’s mission is “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.”
Nike knows that bringing inspiration to athlete is not only did great on their products, but also need to bring a brand image to the athlete and let them realize how cool can being a athlete. As a result, Nike makes “Just do it” as their slogan since …show more content…
Positioning
Competitors
Nike Running has several types of competitors since this brand offers a wide range of products, so competitors will be different depending on the product.
The biggest competitor of Nike original running products is Puma (Puma running image is better than Nike. As Bolt is the image of Puma, customers will trust in Puma running products more than Nike.)
The biggest competitors of Nike causal running products is Adidas (Since Adidas now opened a new line of causal running products called Adidas Original.)
Also, there are many competitors are selling other running products like running shirt and short, they are New Balance, Adidas and Puma…
In this fair market, Nike Running try hard to differentiate its competitors as New Balance, Adidas and Puma. Nike is the one who now using some new digital strategies in marketing campaign.
Position analysis
1. Survey
Introduction
This section will be introducing a nine questions survey that I invited my audiences to do it last week. This survey aims to find out the position of Nike Running in Hong Kong. There are 30 audiences in 18-45 years old with running hobbies done my survey. The questions are as