Nike Marketing Strategy Analysis

This assignment examines Nike's marketing strategy, focusing on the target market of fitness-oriented individuals aged 18 to 40. It delves into digital advertising methods, including social media campaigns and interactive billboards, to promote new running shoe releases. The report also conducts a competitive analysis of Reebok and Adidas, highlighting their strengths and weaknesses in branding, product differentiation, and cost leadership.

Target Market for Nike

Contents
Introduction......................................................................................................................................2
Digital Advertising Method for the New Product of Nike Shoes....................................................2
Competitive Analysis for Reebok and Adidas.................................................................................4
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

Introduction
In order to bring the inspiration and the innovation to every athlete in the world, it is important to
be active and work with consistency. Nike, the famous footwear brand and a global distributor of
the different products with market segmenting by grouping the similar needs and providing a
viable method for serving the customers (Nesamoney, 2015). Here, the report focuses on making
new running shoes for the Nike brand and promote them through the digital advertising methods
so that people can get knowledge about it and more customers buy them for their walk or sports
activities. Our target market is 18 to 40 years of age people who are more into fitness.
Digital Advertising Method for the New Product of Nike
Shoes
The digital marketing of the product or service is effective by using the technology with mobile
phones, display of advertisements and other digital media. The marketing development has
changed the way brands and the business use technology for marketing. It includes the search
engine optimization, marketing, content marketing and automation process. Here, Nike has been
working on communicating the product merits and persuading the target customers to buy it as
well (Andrews & Shimp, 2017). The advertisements are set in the paid forms for the non-
personal presentation and promotion of ideas, goods, and services. The basis is to demonstrate
the visual identity where the corporate identity is to demonstrate the firms that their global
corporate structure is based on visual identity to achieve better communication benefits.
For the advertisements, there are different methods like the banner, newspaper advertisements
holdings, TV commercials and the product are then recognized by its brand name and quality

(Van Datta & Poulin, 2015). The personal selling is based on firm's sales force where the major
focus is on making sales and building a better relationship with the customer. In order to focus
on the target market of people between age 18-40 years, the person selling has always been an
effective solution where the purpose is to build better customer relationships. This could be
achieved by setting up the mediums which include the help of distributors with the one-to-one
marketing of a brand. The sponsorship has been viewed to be appealing communication tool
which has given a certain rise to the clutter and the fragmentation of the mass media. The
sporting personalities work on the wider range of sporting activities like Roger Federer in
Tennis. Here, the focus is on attaining the major advantage in the competitive market where the
competitors need to ambush it. Nike has been working on the effective handling and promotion
of the brand and its image (Springer, 2018). The ambush marketing occurs when one brand pays
to become an official sponsor of the event.
For the shoes, Nike can also fuel their team to work on interactive campaigns with social
platforms that have more than 6 million people. The chance of recurring campaigns gives the
people a proper support and setup of an interactive billboard in the newspaper. The emotional
branding is the marketing technique to appeal the needs of customers, aspirations and the
emotional state to build a brand. This is powerful when the consumers are feeling a lasting
attachment to the brand. The collaborative environment focuses on technology that tends to
digitalize the agencies for optimizing efforts with sharing, reusability, and communications. The
organizations tend to invite their customers to help in properly understanding them and their
services (Royne, Pounder, Levy & Jones, 2017). The data-driven advertising is for the users
generating data at different steps where the path of customer journey and brands can now be used
to activate their audience without exposing the privacy of the customers.

Competitive Analysis for Reebok and Adidas
The competitive analysis for Reebok focuses on its branding and high-quality image, where there
is an excellent service network is set with the supplier's factory which is situated in Asia to cut
down on the cost of production. The focus is on the competition where the sports shoe industry is
able to handle the high prices with the limited range of customers. It tends to lack a proper
advertisement at times. Reebok has different designs which are moving from the specialist's
sports shoe to the young and adult market. The new and innovative sport shoe designs are helpful
for the better growth of the market (Sanders, Phillips & Alexander, 2017).
The competitive analysis of Adidas is based on handling the overall cost leadership,
differentiation and focus. The products work on the lowest costs companies where Adidas has
been able to focus on differentiation in products with the ability to mark the price higher.
Conclusion
For the improvement in the advertising of the products, digitally, the remarketing is important
which will allow the marketers to publish the ads in front of the interest category for the defined
audience. They are called searchers who either search for particular product or services on the
website. The game advertisements through a computer or video games are an effective method of
digital marketing. It includes the enabling and selecting of the target to the customers where they
can be interested in the brand and work on growing interests as well. Here, the standards are
defined to increase the effectiveness of digital marketing which is possible through delivering the
content to the audience and seeking in the places they are searching for (Gallagher, 2015). The
content marketing makes the brand relevant to the target customers of 18-40 years of age. The
marketing through email is also an effective strategy as it will help in building a long-term

relationship with the customer (Taiminen, 2016). The establishment of customer exclusivity and
lower technical requirements is mainly to make all the useful campaigns which prevent the
consumers from not understanding or viewing the advertisement campaigns. It is seen that the
digital marketing is growing with the focus on helping brand consumers to engage with the
products or services in a personalized manner.

References
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Gallagher, J. (2015). Psychological Effects of Fitness Advertising on Female Collegiate
Athletes. Elon Journal of Undergraduate Research in Communications, 6(2).
Nesamoney, D. (2015). Personalized digital advertising: How data and technology are
transforming how we market. FT Press.
Royne, M. B., Pounders, K., Levy, M., & Jones, A. R. (2017). Using Digital Media to Improve
Public Health Communication. Digital Advertising: Theory and Research, 188.
Sanders, W. S., Phillips, S. G., & Alexander, C. (2017). “Native” Advertising: An Evaluation of
Nike's N7 Social Media Campaign. American Indian Culture and Research
Journal, 41(2), 43-63.
Springer, P. (2018). Advertising, agencies and globalisation. In The Advertising Handbook (pp.
200-215). Routledge.
Taiminen, H. (2016). One gets what one orders: Utilisation of digital marketing tools. The
Marketing Review, 16(4), 389-404.
Van Datta, G., & Poulin, M. (2015). U.S. Patent No. 9,129,301. Washington, DC: U.S. Patent
and Trademark Office.