4. Overview of the Brand: Observation Deck
Brand Overview:
Brand in making:
The inspiration notion for overall brand strategy - Victory Goddess as its logo
Marketing Notion - Inspiration to conquer, to gain victory.
Brand Positioning - Inspiring for victories as fundamental connecting point with audience.
Marketing:
Opportunities – Consumers embrace inspiration, motivation and encouragement
Indulgent & accomplishment setting culture segment – exhibits willingness to spend, desires being
fit, and reaching goals in lives
Product Demand (opportunities):
Brand culture of continually improve new products and/or services
Place higher degree of importance encouraging on reaching goals, staying mentally strong and
physically fit
5. Evaluation: Digital Marketing Campaigns
On social media, online, and mobile campaigns:
Blogs - Great online content marketing, enhances its customer engagement, promote user generated
posts or news of the products.
Email marketing – Updates consumers with new items and offers.
Website - Neat, clutter free, appetizing when seen. Informative on products and its services.
Analyzing digital media strategy:
Print advertisement message, tv message online message - aligns with overall brand message.
Message “to bring inspiration and innovation to every athlete in the world”, as every athlete as every
human. Corporate vision being, “to remain the most authentic, connected and distinctive brand.”
Delivering the promised:
Delivers authenticity of inspiration by being inspiring on all world stage of sports.
E.g. “Just do it” slogan.
Delivers connectedness by ensuring consumers personal connection with brand.
E.g. A runner inside, a person looking to thrive every morning to get up and tackle a day
Delivers distinctiveness by delivering its best products to achieve such goals.
E.g. Running shoes with flexible soles, fog free swimming goggles, coling running shorts etc.
6. Means to inform Digital Campaigns
Marketing Research
TV Commercial during popular shows or games.
YouTube – commercial ads
Facebook – has separate pages for each product categories
Twitter- Has individual feeds for its sub categorized
products. Tweets order queries, stock info and product
details.
Uses social channels to cross-promote larger marketing
campaigns, such as the #MyTimeIsNow initiative
Nike+ - Its own unique social platform, most popular among users
Range of training products that are digitally linked using the Nike+
FuelBand
Pinterest – Targeted for Nike Women; links to Nike.com
Google+ - Not very utilized, contents derived mostly from Facebook
8. Final Recommendations
Marketing Strategies
Green - Investment
Piggybacking
Reduces risk and costs because other larger firm is marketing the
product or service nationally or internationally
Example: Macy’s, Amazon etc.
9. References
Read Nike's Mission Statement and find information about NIKE, Inc. innovation, sustainability,
community impact and more. (2018). Retrieved from https://about.nike.com/
Nike, Inc. (2018). Retrieved from https://en.wikipedia.org/wiki/Nike,_Inc.
9 Surprising Facts You Didn’t Know About Nike’s Swoosh Logo. (2018). Retrieved from
https://www.designhill.com/design-blog/9-surprising-facts-you-didnt-know-about-nike-
swoosh-logo/
How The Nike Social Media Campaign Is Killing It | Digital Firefly Marketing. (2018).
Retrieved from https://digitalfireflymarketing.com/our-blog/how-nike-killing-it-social-
media-marketing/
Ehrbar, L., & Ehrbar, L. (2018). Home Page. Retrieved from http://www.nikeblog.com/
Nike Inc.’s Mission Statement & Vision Statement (An Analysis) - Panmore Institute. (2018).
Retrieved from http://panmore.com/nike-inc-vision-statement-mission-statement
