Nike - The 'Goddess of Marketing'


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG088 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Supply Chain Management
Case Length : 13 Pages
Period : 1957-2003
Pub Date : 2001
Teaching Note : Available
Organization : NIKE Inc.
Industry : Shoe Manufacturing
Countries : USA

Abstract:

The case discusses the elements of Nike's marketing strategy. The roots of Nike, one of the most popular brands in the world, can be traced back to the 1960s, when Phil Knight and Bill Bowerman collaborated to provide American runners with better quality running shoes. With insufficient money to indulge in formal advertising, the partners resorted to selling shoes at local track meets from the backs of trucks. Growing from such humble beginnings, Nike's marketing strategy became one of most successful marketing stories in the world of business. The company was especially known for its well recognized 'swoosh' logo and strong punch lines. The case also discusses the criticisms leveled at Nike on account of its marketing strategies.

Issues:

• Early marketing efforts of a highly successful sports-goods company.

• Reasons behind the success of one of the most popular brands in the world.

• Elements that contributed to the success of the brand

Contents:

  Page No.
Advertiser of the Year 1
Background 2
Elements of Nike's Marketing Strategy 4
Criticisms against Nike's Marketing 7
Conclusion 8
Exhibits 10

Keywords:

Nike Inc, Phil Knight, Reebok, Nike's marketing strategy, Michael Jordan, Personal marketing, EKINs, Marketing pyramid, Pyramid and reference group strategies, Celebrity endorsements, Tiger Woods, Andre Agassi, Advertisement strategy, Customisation, NIKEiD

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