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Assignment: National College Business Administration

Nike is a major multinational corporation that designs, develops, and sells footwear, apparel, equipment, accessories and services. It was founded in 1964 and is headquartered in Oregon. Nike uses advertising to promote its brand and compete with rivals like Adidas. Its iconic "Just Do It" campaign from 1988 boosted sales and brand perception. The campaign featured famous athletes to attract customers. Analysis shows that Nike's advertising strategies were very effective, leading to increased revenues, profits, and brand recognition. Nike has become one of the top brands in the world through strategic advertising.

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Zubair Afzal Khan
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321 views

Assignment: National College Business Administration

Nike is a major multinational corporation that designs, develops, and sells footwear, apparel, equipment, accessories and services. It was founded in 1964 and is headquartered in Oregon. Nike uses advertising to promote its brand and compete with rivals like Adidas. Its iconic "Just Do It" campaign from 1988 boosted sales and brand perception. The campaign featured famous athletes to attract customers. Analysis shows that Nike's advertising strategies were very effective, leading to increased revenues, profits, and brand recognition. Nike has become one of the top brands in the world through strategic advertising.

Uploaded by

Zubair Afzal Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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National College Of Business Administration And

Economics

Assignment
Submitted to : Sir Ather Ummad
Submitted by : Zubair Afzal Khan
Session : Fall-15
Subject : Integrated Marketing Communication
Following are the insights from the “ Advertising practices: The Case of Nike,
Inc”:

Introduction:

In contemporary world market and business are trying their best to compete with
each other in order to become market leader. Advertising is a paid persuasive
communication tool that helps and attract the customers to buy goods or
services. It also explains the characteristics of a product/service to meet
customer need and wants.

Business background

According to Nike official website the company was formed on September 8,


1969.It is an multinational company which deals in the design, development,
manufacturing and also worldwide marketing and sales of footwear, apparel,
equipment, services and accessories. Their main headquarters are in Beaverton,
Oregon, United states of America. They have 62,600 employees as of may 31,
2015. They are operating with the incorporation of North America, (Western,
Eastern and Central Europe), Japan, China and also Emerging Markets.
According to Editor of Encyclopedia Britannica (2016) Nike was known as “Blue
Ribbon Sports” before this in year 1964 to 1978.It was founded by “Bill
Bowerman” who was the track and field coach of University of Oregon, with his
former student Phil Knight. Eight main categories are the focus of Nike brand
product. This includes running, sports, football and basketball .It also includes
men and women’s training.

“JUST DO IT” CAMPAIGN BY NIKE , INC.

The brand perception of NIKE changed tremendously because of the “Just Do It”
campaign. This campaign resulted in people paying more due to it as people like
the quality, style and the reliability. Nike even became stronger brand than Coke,
Gillette and other brands like Proctor & Gamble. The “Just Do It” was first used in
A Nike’s advertising meeting where Den Weiden told the employees “ You Nike
guys, you do it”. Nike chose top athletes including soccer players Cristiano
Ronaldo, Neymar Jr, and Tiger Woods. Nike,Inc advertising strategy has become
very easier and is now known worldwide and attracts athletes, sportsman,
teenagers, young and middle-aged people

COMPETITORS OF NIKE, INC.=

Major competitors for NIKE ,Inc in sportswear are Adidas, Reebok, Puma, Fila
and Under Armour, but among these 5 brands Adidas was major competitor/rival
for NIKE, Inc. According to Hitesh (2017) Adidas has a strong subsidiary in
Reebok and Adidas operates via both which gives them an edge to maintain a
strong valuation and enables them to be among the top competitor of NIKE.

OBJECTIVES OF THE CASE STUDIES


The Objectives of this case study were:
1) To observe how Nike, Inc ’s encounter brand management through
advertising.
2) To study the practices Nike implemented to compete with other
competitors.
3) To understand the importance of advertising management in the business.
4) To acknowledge Nike, Inc’s advertising technique.
5) To appreciate Nike, Inc’s successfulness in advertising brand name.

ANALYSIS ON ADVERTISING METHOD FOR NIKE, INC.


Sales increased after the successful implementation of the Nike, Inc’s “Just Do It”
campaign. The revenues increased 10.1% over Financial Year 2014. In 2015, the
operating profit increased 13.5% and net profit increased 21.5% over Financial
Year 2014.
Another important insight into the advertising is that the use of famous sportsman
really was very effective in attracting the consumers who loved to see their
favorite stars in advertising campaigns. This brought a huge amount of profit and
Nike became one of the top brands in the world.

Conclusion:

Nike,Inc’s advertising has been very helpful in making it a bigger brand. It also
helped in getting consumer confidence. The timing of the launch of “Just Do it”
campaign also was perfect. The marketing by Nike was a great strategy and had
huge impact on business promortion and sales. Other brands should follow
Nike’s example.

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