Society to partner in scaling solutions to integrate

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society to partner in scaling solutions, to integrate sustainability into the heart of the businessmodel of Nike, and to innovate to deliver enterprise-level sustainability solutions are thevisionary goals of Nike.The Objectives and Scope of WorkThe Objectives of this report are to address the marketing and service qualityperspectives of Nike, which is a global shoe giant company. A lion share of thirty percent of theglobal market is maintained by this company. In almost 200 countries, the company has itsoperational units, customer service worldwide. In Asia, the company has maintained itsproduction facilities. This report will reflect upon the marketing mix strategies of Nike. Abusiness tool used by marketing professionals and in marketing is known as the marketing mix.In determining the offer of a brand or a product, the marketing mix is often crucial.Rationale for Selection of this CompanyThe reason why Nike has been selected is due the competitive and strong positionmaintained by the company in the market. The approach to marketing of Nike evolved alongwith its products. One of the first global marketing and truly integrated effort of Nike was itscampaign in year 2002, that was, “The Secret Tournament”. In support of the World Cup, amulti-faceted consumer experience was created by Nike, departing from the tradition formula,which was, “big product, bid advertisement and big athlete”. To create excitement for athletesand soccer products of Nike, consumer and retail events, public relations, the Internet andadvertising were incorporated by the “Secret Tournament”.
THE MARKETING REPORT OF NIKE9For communications and marketing, this new integrated approach became the cornerstonefor Nike (Werther Jr & Chandler, 2005). To develop creative methods to directlycommunicate with consumers and to develop superior products, innovative and new ways arecontinuously sought by Nike. Involving the deal to become the official sponsor of the NFL andstrong growth in China, the company has continued to expand in new ways.The Marketing Mix StrategyPromotionThe use of advertising is the most effective promotional tool from the perspective ofNike. During the history of the company, a wide variety of advertising campaigns have beendeveloped. Advertising techniques, which accentuate the functional and quality benefits of theproducts are primarily used by Nike. To achieve its objectives, emotional appeal has been usedby Nike. This can be proved by the below mentioned advertisements, the movements of the focalpoint are emphasized and emotive, and quite dynamic imagery has been used in theadvertisements.
THE MARKETING REPORT OF NIKE10Nike has distinguished itself from its competitors by using these techniques and hasreflected itself as a more hardcore sports orientated brand, in comparison to its competitors, whoestablish a more fashion orientated brand by tailoring their advertising. These advertisingtechniques are more appropriate as the buying behavior within the fitness, and athletic sector are

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