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Nike case study

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Par   •  30 Novembre 2012  •  Étude de cas  •  446 Mots (2 Pages)  •  928 Vues

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The founders of Nike are William Bowerman and Philip Knight. The logo, nicknamed "swoosh”, is probably the most famous logo in the world. It was created in 1971 by a student in graphic art, and sold for only $ 35. It represents a wing of the Greek goddess Nike. Reward the creative brand logo, Carolyn Davidson, 10 years later, offering him a ring representing the logo with a diamond, as well as shares. The brand also sponsors all NFL teams and universities such as the University of Oregon, Miami, Alabama.

The "advocates" or brand advocates, the main target of regular sports practitioners, and the wider target of 15-34 years. "The first, true fans can send the word brand, are opinion leaders for Nike. They are found mainly on the basketball courts or football stadiums suburbs, where they compete prowess.

The values of Nike are: freedom, spontaneity, overshoot, Individualism, struggle, desire to go further, to reach its limits, willingness to extract rules and formal side of the flange sports that individual. The wishes and desires of the target of this brand is to recognize them through its values, assertiveness...

The two unique benefits that make the brand distinctive and attractive to consumers are: creativity and innovation. For example, Campaigns displays are not far behind. Nike has managed to reinvent and reclaim some urban advertising. In January 2006, in association with JCDecaux Innovate France and the agency Ubi Bene, it turns bus shelter Show Case on the occasion of the release of the new Air Max 360. In total this is a score of shelters equipped with transparent boxes, seeded and enlightened, just introduce the product at the door of consumers. He did not even need to go into the shop, they can directly look up the product or returning from work. Same principle in Canada, Nike Speed in 2005, with a treatment of space found in a little more Eastern Europe.

The main competitors of Nike are Adidas and Reebok. The advantages of my chosen brand have over Adidas and Reebok are a catchy name, a memorable logo, and catchy slogan. Thanks to very good choice Nike became the first company in the sports world.

Moreover, the American multiplies blows marketing and don’t hesitate to sign huge checks.

To put in a nutshell, Nike is a marketing and economic giant, inescapable today. Its turnover is increasing. In 2006, it reached U.S. $ 15 billion (an increase of 9% compared to the previous year). There is therefore no doubt have on the longevity of this little box, with universal values and a creative genius, unmatched technology and marketing, has continued to grow and has always reinvented itself by causing the world that surrounds it.


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