Nike's Global Marketing Communication: Brand Strategy Analysis

This report provides an analysis of Nike's global marketing and communication strategies, particularly focusing on the Air Max product line. It examines Nike's brand strategy, highlighting its glocalized approach to marketing in both global and local markets. The report discusses Nike's segmentation strategy, primarily psychographic, targeting consumers based on lifestyle and personality. It emphasizes the importance of globalization in enhancing brand image and improving business performance through digital platforms. Furthermore, the report delves into the attributes, personality associations, and promises that Nike conveys to its target market through various marketing channels such as social media, TV advertisements, and sponsorships. It also evaluates Nike's strategy of blending globalized and localized approaches to enhance brand performance and attain desired results in the competitive sports products market. The analysis is supported by references to relevant marketing literature, providing a comprehensive overview of Nike's marketing efforts.

Global Marketing and
Communication

Product offering
• Nike offers Air Max shoes and it is the largest
supplier and manufacturer of shoes.
• Air Max shoes possess certain innovative
attributes and qualities in order to attract
customer base.

Brand strategy
• Main strategy of brand is to promote its
product worldwide and thus market their
products worldwide.
• With the help of adopting globalization
strategy it aids in enhancing the performance
of brand and cover worldwide customers.

Brand
Nike is a worldwide brand and thus uses its
glocalised strategy means marketing the
products in both global and local market so
that set performance can be improved. It helps
Nike to enhance it brand image in market and
give tough competition to other rivals such as
Reebok, Adidas etc.

Segmentation brand
Here, management of Nike undertakes
psychographic segmentation criteria in which
target market is selected on the basis of
lifestyle and personality. Nike attracts its
customers on such basis and enhance the sales
and profitability of firm in market.

Globalisation
Such type of strategy helps in attracting
consumers to improve the brand image in
worldwide market. Business uses digital
platform and focuses upon both local and
global customers to improve the business
performance. Thus, adopting globalised
strategy assists in enhancing sales and
profitability of firm in market.

Brand image
Nike possess superior brand image in the minds
of customers as the firm which is focused upon
manufacturing best sports shoes as per the needs
of consumers.

Attributes, Personality and Promise
• It can be considered that Nike is focused upon manufacturing Air
Max shoes of best quality which involves air cushioning unit at the
heel which is visible from the side of the misole in particular
models.
• All such attributes are specific and partciular in order to attract
custmers towards firm.
• Business also design shoes as per the personality of consumers such
as atheletes, sportsperson and normal consumers.
• The design of products is made according to the personality of user
so that it could benefit them and attain results.
• Nike promises its consumers to provide them bet quality shoes that
retains individuals for long term and attracts more number of
consumers.

Convey to target market
Nike is global firm and thus it possess large marketing budget,
therefore, it is essential for business to focus upon effective marketing
strategies such as social media campaign, hoarding, TV advertisement
and sponsoring etc. Through all such way, Nike can inform their
product offering to target market. Sponsoring and TV advertisemnet is
the best ways through which brand positioning can be done in the
minds of consumers and enhance the sales and profitability in market.
While, formulating the advertisement it is essential for Nike to focus
upon personality and promise that is provided to customers and
enhance the sales and profitability of firm in market. Therefore, it is
essential for business to understand different elements and conveythe
brand image among target population.

Brand strategy
Globalised/localised/glocalised
Nike focuses upon improving the brand strategy to globalised and
localised market in order to improve brand performance in market. It is
the best way through which sales and profitability of firm can be
enhanced. Cited business undertakes globalised strategy through which
they can market their products areund the world. It assists in promoting
the shoes in local as well as global market where potential consumers
are present. Thus, it asssits in enhancing the company brand image in
sports products market and attain desired results.

Contd...
All such strategies are focused upon improving the brand image and
performance of firm in market so taht they can attain desired results.
Therefoe, it is essential for Nike to underake globalised and localised
strategy which results in attracting both local and global markets and
enhance business performance.

REFERENCES
Fillis, I., 2010. The art of the entrepreneurial marketer. Journal of
Research in Marketing and Entrepreneurship. 12(2).pp.87–107.
Kennedy, D. S., 2006. The Ultimate Marketing Plan: Find Your Hook.
Communicate Your Message. Make Your Mark. 4th ed. Adams Media.
Kotler, P. and Armstrong, G., 2005. Principles of Marketing. 11th ed.
New York: McGraw-Hill Publishing.
Luther, W. M., 2011. The Marketing Plan: How to Prepare and
Implement it. AMACOM Div American Mgmt Assn.

Thank You