Analysis Of NIike Internet Marketing Essay
Goddess of victory also of the same name; she symbolized victorious encounters, and is believed to have overseen many of histories earliest battles. In 1971 Phil Knight asked Advertising student Caroline Davidson to design a logo, which could go on the side of a shoe. She was paid $35 for her creation of the SWOOSH logo. It is said to represent the wing of the goddess, and personifies her spirit, which “inspired the most courageous warriors at the dawn of civilization”. (Wincher, 1997). The ubiquitous ‘swoosh’ logo and “Just do it” slogan are both registered with the U. S Patent and Trademark Office.
Mike is predominantly involved in the design, development and worldwide marketing of footwear, apparel, equipment and accessory products. (Olsen, 2011). It is said to be one of the world’s foremost provider of athletic shoes and apparel, (Sage, 2008). As well as a principal manufacturer of sporting equipment. As of 2012, Mike had more than 44,000 employees, not including service providers, retailers, shippers and manufacturers. It is reported that by the end of its 2012 fiscal year Mike has amassed profits of over $24. 1 billion, and in 2014 Mike was valued at $billion making it the most valuable
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As examined by Herzog, 2003 Mike has approximately 40% control, in the athletic shoe industry, which is one of the major markets in the U. S today. This is almost double its two closest rivals share put together, Rebook at 12% and Aids at 10%. Mike is the world’s principal shoe company; this is because it’s the world’s most popular brand (McCarthy, 2003). Mission and Vision The mission and principles of Mike, Inc. Operations and retail stores is completely focused on the athletes it serves and the inspiration and innovation Mike products provide to them.
This is clearly evident in their mission statement: ” To bring inspiration and innovation to every athlete* in the world. ” *If you have a body, you Target Group The Mike customer has an average age of 25; most likely they either already have an active lifestyle or wish to embark upon one. Mike shoes are predominantly aimed at 15-35 year old males and females, most particularly the fashionable 18-24 year olds with loads of disposable cash. (Marketwise, 2002). More recently Mike has focused marketing its products towards the wealthy teenage demographic.
Mike understands that potential for growth with this market is vast, 12-24 year old young adults are the states growing market segment since the baby boom of post World War II (Fussiest Media, 2001). As of 2011, there were million 10-24 year olds, this number growing exponentially, and 19. 5% faster than the overall population of the U. S, with approximately $billion disposable income annually (Silvereyes Holdings, 2001). Mike recognizes the opportunities to be gain from this valuable market group, and with more than million teenagers engaged in various sports across the U.
S the intent on utilizing this fact. Although the market for this demographic is unpredictable and confusing, it is shown that teenagers have money; whether its heir own or their parents, and they are more than prepared to spend it. Mike devotes around 1/10th (approximately $1 billion) of its annual profits on marketing to generating demand for its products (Herzog, 2003). Mike tries to encourage customers into purchasing their products using product oriented advertising campaigns created by their many Advertising Agencies most notably Widen+Kennedy.
Throughout the years, traditional promotional tools such as television and magazines/newspapers, have served Mike well but unlike many other companies Mike was slow to fully embrace the e-commerce market and online rumination techniques. When Mike ultimately realized the great potential of the Internet, as it’s a tool which when used effectively can influence and improve the other advertising vehicles for example media advertising, promotions, publicity and sponsorships (Martinets, 1998).
Mike has never invested much in search engines and banner adverts, except for websites of online shopping malls, for example armorial. Com. This as everybody knows that Mike have a website, furthermore nearly all their television adverts have their websites on it. Back in 2000 when Mike wanted to create traffic towards it Bessie they created a combination of an engaging e-commerce-enabled site and a television cliffhanger Jackson, 2001). The first part of the advert was a regular television commercial, but for you to see the finale of the cliffhanger, one would need to log onto the Mike website.
A classic example of Nine’s innovation as this was the first time something like this had ever happened whereby conventional advertising was used to direct viewers to the Internet. Not only did this raise Nine’s previously astronomical brand awareness, it also increased sales and traffic to their website. As discussed by Carton, 2003 the future of online advertising is predominantly about applications rather than adverts. This is due in part to the fact that applications experiences. Over the years Mike has used various sporting celebrities to promote its products, and build on the globalization of the sports culture.
Back in 2012 Mike launched the “My Time Is NOW’ campaign, which had nearly million views online and more recently the 2014 the Mike football: “Winner Stays” which to date has received over million views on Youth, with thousand likes and thousand dislikes. Not to say that Mike campaigns containing non-celebrities are not successful.