Marketing Communications Campaign of Nike Football Shoes...

Nike is first created by Phil Knight and Bill Bowerman in 1964, to provide athletes with better shoes. The first year sales of their company totaled around $8,000, and now it is already one of the biggest sport companies in the world. Nike is called the legend of marketing communications. In the next part, I will analyze the marketing communications campaign of Nike football shoes, and explore how Nike put the marketing communication process model into practice. 1. Align with marketing objectives The first football shoes are produced in 1950s by Adidas. In 1970s, many companies like PUMA, Umbro, Lotto, Diadora, Reebok, Asics, Mizuno start to enter this market and made a good profits. Nike, as the last one who enters into this market in†¦show more content†¦The football fans download their advertisement from the internet and talk with their friends. Each of Nike’s football advertisement is shared over 100000 times on YouTube, and those people who do not even like football watch it as well. The superstar strategy make Nike’s promotion gets nearly ten times effect as they expects. Furthermore, they put their advertisement on the side of big football games so that people can see it on many media who broadcast this game. 3. Set promotional objectives After getting a big market share in football shoes industry, Nike put the weight of their promotional objectives on remind. The superstar strategy and high frequency of showing on mass media make their brand more familiar with audience. The superstars wear different football shoes so that the audience can see their new products; the shoes on superstar’s foot not only introduce their new products to the audience, but also attract them to buy the same shoes of their idol. 4. Set promotional budget As I just mentioned, Nike spend a big amount of money on sponsor the football club, and football stars. As a big international sports company, Nike has the strength on economics and can afford the big cost of promotion budget. To compete with its competitors like Adidas and Puma, Nike Company uses competitive disparity as the method to set the promotional budget. They set their budget by differentiate with other companies. That method also gives them the advantage of being advancedShow MoreRelatedThe Analysis of Marketing Communications Campaign with the Case of Nike Football Shoes2352 Words   |  10 PagesIntroduction Marketing mix is an essential tool for companies to target their customers, price and promote their product and locate their places. By analysing the 4P’s, companies can make the plans and achieve their goals. Marketing communications, as the promotion factor in marketing mix plays a key role in developing marketing strategies. 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