University Marketing Report: Nike's Brand, Strategies, and Results

This report provides a comprehensive analysis of Nike's marketing strategies, examining its brand image, advertising campaigns, and customer service models. It explores how Nike has cultivated a strong brand identity emphasizing athleticism, power, and fitness, supported by significant investments in advertising to enhance brand visibility. The report details Nike's business performance across footwear, apparel, and equipment sectors, highlighting the company's growth and variance in the market, and the impact of its partnership with Apple to improve customer service through the Watch Nike+ launch. Furthermore, it discusses the importance of its retail stores, such as the House of Hoops and the Running Store, in providing unique customer experiences. The report also identifies challenges like environmental sustainability and pricing, while also analyzing Nike's technological advancements in customer service, including direct-to-customer and resale channels and its customer service model. The after-purchase support is also discussed. The report concludes by highlighting the key strategies and providing an overview of Nike's success and challenges within the competitive market.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author’s Note

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Branding
The brand image that Nike has managed for itself includes a cultural dissemination
that helps in proclaiming athleticism, power and fitness. The attempt made by Nike to
improve its image corresponds to the brand image of the company (Nike.com 2019). It has
been seen that Nike pours a substantial amount in its advertising.
Advertising
As stated earlier, Nike pours millions of dollars in its advertisement. This is mainly
because the belief of the company is based on the improvement and visibility of the brand
image so that future growth and earning can be maintained at a steady rate (Nike.com 2019).
Business results by sector
As seen from the analysis, the different sectors of the company, that is the footwear,
apparel as well as the equipments has grown significantly and with variance in the market. In
2017, the sector has seen the best results in terms of its growth.
Figure 1: Results by sector

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(Source: Nike.com 2019)
Merge with Apple for customer service
The merging with Apple has provided Nike with an additional advantage of
improving its brand image. It has been seen that the launch of Watch Nike+ have paved the
way for the development of a vast customer service owing to the emergence of new
technology.
Stores for different shoes
Nike possesses stores for different types of shoes. For example, it has been reported
that House of Hoops by Foot Locker, provides premium sportswear gear for athletes. At the
same time, The Running Store in New York provides different types of running shoes for
common people as well as for athletes (Nike.com 2019).
Success stories
The success story of Nike can be traced back to the fact that the company provides
high quality shoes ever since its establishment. Competitors such as Addidas help in the
growth of the company.
Challenges
At the same time, some of the challenges faced by Nike can be associated with
maintaining the sustainability of the environment. At the same time, the prices offered by
Nike can be considered as a challenge for middle class people.
Nike technologies for customer service
Technologies applied by Nike can be associated with the development and application
of Watch Nike+. The launch of the new watch can be considered as a technical development

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of the company which in turn provides the company with an added advantage in the market
(Nike.com 2019).
Direct to customer and re-sale channels
Nike stores sell shoes directly to customers with an opportunity to re-sale the product
in case of customer dissatisfaction. The adoption of Triple Double Strategy can help Nike in
setting up its own distribution channel with direct connection with the customers (Forbes.com
2019).
Customer service model
The customer service model that can be used by Nike includes the business to
customer model. As seen from the figure direct connection is made between the customers
and the business organisations for increasing sales, productivity as well as reputation
Figure 2: Business to customer sales model
(Source: Hill and Brierley 2017)
After purchase support

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The after purchase support of Nike can be attributed to the fact that it follows up with
the customers about gaining the feedback of the products sold. In the case of technologies,
after sales service in guiding the use of the watch is provided. Shoes are accepted as part of a
return process.

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Bibliography
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Forbes.com. 2019. Nike's New Consumer Experience Distribution Strategy Hits The Ground
Running. [online] Available at: https://www.forbes.com/sites/pamdanziger/2018/12/01/nikes-
new-consumer-experience-distribution-strategy-hits-the-ground-running/#61175e94f1d0
[Accessed 15 Apr. 2019].
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
Nike.com 2019. [online] Available at: https://www.nike.com/in/en_gb/?ref=https%253A
%252F%252Fen.wikipedia.org%252F [Accessed 15 April. 2019].