MARKETING STRATEGIES DURING FINANCIAL CRISIS

Marketing Strategies during Financial Crisis

Abstract

Nike, Inc. is a marketer of sports apparel and athletic shoes. The American constructor, through its trading scheme which rests on a favorable emblem likeness, has developed into a large multinational enterprise. In holding with the emblem likeness is its association with the characteristic logo and its advocating slogan, "Just manage it." In alignment to sustain and maintain this likeness, the business makes gigantic investments in advocating and emblem promotion. At the critical time of international financial urgent position, Nike will answer to the consumers' pessimistic mind-set and hectic strong feeling throughout this period. It may become a good possibility for Nike because it can take benefit of its preceding advocating way of “Just Do It” crusade by sponsoring sports stars to articulate the business beliefs of grit, conclusion, passion and wit, giving persons more bravery and psychological solace in face of financial crisis. But in addition to that, we furthermore aim more about family function particularly in Asian nations which focus many on family, which can supply nurturing emotional communication. Therefore, from both strong-willed champion adoration and water-like branch natural environment, clients can effortlessly connection Nike likeness with not only power, but furthermore warmth. The favored newspapers we select are television, exact publications, outdoor and internet.Table of content

Chapter 1: Introduction4

Background of the study4

Purpose of the study5

Aims and Objectives of the study6

Chapter 2: Literature Review8

Introduction to marketing strategies8

International Product Life Cycle9

Similar demand across markets12

Global market potential13

Technology in marketing18

Chapter 3: Methodology23

3.1 Purpose of Research: Explore, Describe and Explain23

3.2 Research Approach: Qualitative Research25

3.3 Data Collection Method: Interviews25

3.5 Sample Selection: Subjective and Convenience26

3.6 Analysis of Data27

Chapter IV30

Analysis30

Chapter V48

Discussion and Conclusion48

Media Strategy66

References69

Chapter 1: Introduction

Background of the study

Nike, Inc. is a leading supplier and marketer of sportswear and equipment. The American manufacturer was founded on January 25, 1964 as Blue Ribbon Sports. In 1978, the new Nike, Inc. was formally built under the name of Nike which has the meaning of Greek goddess of victory. The world's N.O. 1 shoemaker designs and sells shoes for a variety of sports. Nike also sells Cole Haan dress and casual shoes, as well as athletic apparel and equipment. Nike is now engaged in the design, development and marketing of footwear, apparel, equipment, and accessory products, covering different types of the sports categories, sports-inspired lifestyle apparel, as well as athletic bags and accessory items under many Nike brand names and trademarks such as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan and Converse. In addition, the company operates retail stores under the Niketown name. Through its marketing strategy which rests on a favorable brand image, Nike has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive Swoosh logo (a graphic design created by Caroline Davidson in 1971, representing the wing of the Greek Goddess NIKE.) and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company sponsors many high profile ...