• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Analyse and explain how Nike manage their customer relationships.

Extracts from this document...

Introduction

Analyse and explain how Nike manage their customer relationships. Nike was originally established in 1962, when a track and field coach (Bill Bowerman) and one of his students (Phil Knight) from the University of Oregon formed a partnership, where they came up with the idea of bringing low priced, high tech athletic shoes from Japan to dislodge German domination of the United States athletic footwear industry. These training shoes began arriving into the United States brought in by a company that Bowerman and Knight named Blue Ribbon Sports (BRS). Bowerman and Knight always looked for new ways to improve the company, and in 1966 a new design and new company name, Nike was put forward, which was to become more successful than either of them had ever imagined. Steve Prefontaine, the first major track athlete to wear the Nike product had significant influence on the design of Nike's running shoes. His indomitable spirit and legendary competitive passion left an indelible mark on the company (www.nike.com). Nike marketed itself as a new and innovative shoe company that constantly had the athlete's performance in mind unlike competitor companies who focused on their products appearance and durability. From this the company has grown into a diverse and creative company that strives to produce the best and most innovative athletic footwear and sports clothes and equipment in the world. ...read more.

Middle

But many of today's professional athletes that are currently in the public eye can no longer be considered heroes. Many of them have had problems with the law; there have also been several drug and alcohol related problems, along with numerous arrests, that have created a lot of bad press for professional athletes as a whole. As a result children no longer seek to be like these sports stars, they have the desire to be their own person and society stresses the importance of the individual. Nike used to sponsor the world famous basketball player Michael Jordan, and this sponsorship became huge as they then went on to include his name in their brand and endorsed him in several of their products. When Michael retired from playing basketball, Nike seeked to find a replacement, a new athlete as great as Michael Jordan and as widely accepted for children to aspire to be. Unfortunately the professional sports market no longer boasted any Michael Jordan's, and the extreme bad press that sportsmen and women had received called for Nike to alter their marketing campaigns. Not only have young people lost some of the respect that they hold for professional athletes because of their behavior, some young people are turned off by the contract wars that go on between athletes and team managers. ...read more.

Conclusion

"Today, two factors are reported as much more prominent. First, the impact of new technology is perceived as today's strongest change factor in the market. Next comes the customer, most significantly in terms of the need for increasing customer focus, backed by the perceived presence of increasingly demanding customers." (Foss 2002 p.26) Nike's increase in customer focus is shown by one of its latest campaigns, Nike ID allowing customers to personalise their trainers. This campaign has been set up on the Internet, which allows for easy access, and can reach customers who prefer to buy online rather than having to travel down to shops. This is widening the number of environments in which customer contact takes place at Nike. Marketing at Nike has yet further been enhanced as internal marketing has been encouraged, improving both internal morale at Nike as well as overall company efficiency. In the near future, Nike will more than likely continue on with its trend of supporting the individual and athleticism as opposed to revolving its entire campaign around professional athletes. This is because of a changing view in society and because more emphasis has been placed on the individual. Successful marketing advertises public opinion, and that is what Nike is doing through their new marketing strategies. Nike's marketing campaign reflects the popular preferences in society and the stress that society is putting on individual uniqueness. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    I think I would have my advertisements on ITV as a lot of people watch it and it is rather effective. Also I may advertise it on Channel 4 but my first choice will be ITV. I will put the advertisements between 7pm to 10pm as a lot of people

  2. Boots: Functional Areas.

    Admin and Information Communication Technology In a summary, the role of the Administration and ICT Department in an organisation deals with all the time-consuming but essential tasks that have to be carried out to keep the business running smoothly. Traditionally, it would have been mostly involved in writing letters, answering

  1. Viral Marketing

    If Wills Lifestyle were to create "buzz" for a new line of products, they would have to produce a number of video clips that have differing emotional appeals (casual, vibrant, fun, sexy). By targeting High SNP individuals, exposing them to the video clips, and measuring the extent to which

  2. Create ing your own business - create a full plan on a business of ...

    Posters Posters available in A1 and A2 sizes to appeal to people a bit like a billboard but you only have to pay for it once unless you're paying to put it in a certain location Ms Sethi Mr. Williams Edexcel GCSE business studies book by Sue Alpin, Jan Cooper,

  1. MARKETING STRATEGIES

    From my limited fund I will have to buy sportswear for the target age group. I wont be able to buy clothes whose size will range from children's size to the size of fully-grown men's. This will be very important, as I will need to make sure that the goods

  2. Consumer Behaviour

    (Woodruffe 1995149,163-4) An advertisement, or a campaign of advertisements, is planned in much the same way a successful salesperson plans the approach to be used on a personal call. The first stage is working out the strategy. This requires a thorough analysis of all available market research, personal discussions--or focus groups--with typical

  1. Discuss the importance of the notion of "involvement" for the purpose of designing a ...

    After setting up right aim, goal and objectives, a good marketing communication campaign should involve an appropriate message design. To design a right message to the target audience, marketers should understand and realize the target audiences' information or communication process via which the audience perceive and interpret the message with reacting responses.

  2. American Women as Consumers

    Single women are more likely than married women to participate in activities outside the home, and are a growing market for travel. Many childless single women are also moving to larger cities for easier access to cultural and social resources (Editors of Marketing to Women, 2001).

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work