INTRODUCTION - Nike is a very influential company that could monopolize the sports shoe industry. We've gathered information regarding Nike's marketing strategies and some of the issues it and other shoe manufacturers face. The sports footwear market has grown significantly over the past three decades, with many factors affecting market demand. Nike has worked its way to the top of the industry in marketing and production and looks to continue its dominance throughout the 1990s. And JUST DO IT is a daily saying for many Americans. PROMOTIONAL MIX - Other media Nike uses to distribute its promotional mix include films (Space Jam, based on the Nike commercial starring Michael Jordan and Bugs Bunny, was the first film ever made inspired by a television commercial ), it’s ADVERTISING. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The Internet (www.nike.com and @lanta, the company's Olympic site) helps Nike eliminate another filter that can dilute marketing communications. Nike's phone and print ads feature only a photo of the shoe and a toll-free 800 telephone number that consumers can call to hear a message from a Nike sponsor wearing the shoe in actual competition; and promotional items such as key chains, name tags, pencils and notepads (PUBLIC RELATIONS and DIRECT MARKETING). When Nike was founded, the impact of thought leaders on public opinion was clearly understood. He was promoted with reasoning such as putting his shoes on the most dominant and charismatic riders. Today, Nike's athlete pool is not only broader, but much deeper than that of its competitors, and the company uses these athletes, more than anything else, to spread its message. Hero worship has always been useful for exploitation and is a quick method of gaining public cooperation (SALES PROMOTION). MESSAGE - Nike begins with its name, which means the Greek goddess of victory. However, as anyone who has watched television, seen a billboard while driving, attending a sporting event, reading the sports page, flipping through a magazine, going to the movies, surfing the Internet or passing by time at the mall, Nike doesn't stop there. To ensure that its messages are seen, heard, experienced and remembered, it is estimated that Nike will spend $800 million on marketing in 1997. The more people are exposed to an idea, the more likely they are to accept it. appealing to emotions such as pride, a sense of adventure and competitive spirit, which is consistent with its ideology. The Nike ad defined the meaning of cool for millions of teenagers in the United States. They create an atmosphere, an attitude, then associate the product with this atmosphere. Call it image transfer. Cool ads, cool product. His television advertisements, in particular, are both praised and criticized for their use of graphic language and imagery. Part of the genius of Nike's consistent branding is that the ads come from an intuitive truth about the nature of sport. Today, Nike uses architecture as a monolithic marketing tool. The company's nine Nike cities, most several stories high and some as large as 85,000 square feet, 92. Every design element in the stores is crafted fromathletic way to the handles of the dressing room described as a giant and as a very entertaining sanctuary. No matter where you look, there's the omnipresent Nike swoosh. NikeTowns offer the company another way to spread its ideas. Retail sanctuaries help make Nike's message easy to understand and appealing. Our stores are here to spread the word about NIKE.PUBLIC RELATIONS - The company's primary public relations initiative, Participate in the Lives of America's Youth (PLAY), while aiming to promote fitness, athletics and active lifestyles among children, in the long term, this benefits Nike. The company has received very positive press from the PLAY. campaign and, more importantly, has likely generated millions of dollars in sales of its products to children who need shoes, caps, shirts, etc., to participate in sports and fitness activities. The Nike theme should be repeated until it is learned by the audience, then repeated to reinforce the learning. The repetition of simple messages, images and slogans can create our knowledge of the world, define what truth is and specify how we should live our lives. In simpler terms, if we want to register an impression, we must resort to repetition. Nike not only uses every available media to convey its messages; the company spends millions of dollars repeating its messages over and over again. Nike has worked to transform itself from a sneaker brand into one that is an integral part of the sports culture it targets. SALES PROMOTIONS - Through its sponsorships of athletes, teams and leagues, Nike is present at virtually every professional and amateur sporting event in the United States. , whether it's football, basketball, hockey, soccer, tennis, golf, wrestling or volleyball. But the company's presence extends beyond the playgrounds. Take the sports page of any major daily newspaper or sports periodical and the Nike swoosh is visible in the match photos. For example, the cover of the December 9, 1996 issue of Sports Illustrated, arguably the world's leading sports magazine with a paid circulation of 3.2 million, features at least five clearly visible Nike swoosh logos. As another example, in a recent issue of a 90-page professional football magazine, I counted 59 easily identifiable swooshes in the editorial pages, not in the advertisements. The swoosh was literally everywhere: players' shoes, socks, jerseys, pants, wristbands and gloves. Nike spokespersons use carefully crafted statements that advance Nike's ideology. For example, a Nike spokeswoman explained Nike's reason for not officially sponsoring the 1996 Olympics by saying: We don't rent an event for two years. We support our athletes 365 days a year. This is the effect on the credibility of the message that it appears to come from a prestigious or authoritative source. By purchasing Nike products, many feel that they are like this particular baseball player and that they are part of an attractive group. We enhance our own ego by becoming like our favorite celebrity. Consumers see Nike athletes in action during a match or guidelines for their own behavior. For example, a NikeTown customer says, "If they're good enough for Pete Sampras (top tennis pro), they're good enough for me." This behavior supports the theory that when linked to opinion leaders such as professional athletes, he appeals to,.