8/7/2023 0 Comments Nike umsatz 2014So now iPhones and iPods come pre-installed with Nike+ app. The tie-up with Apple was Nike's realisation that most runners will use iPods or iPhones to listen to music while jogging. This helped the company to increase brand awareness and also reach out to customers who were still in two minds about choosing their brands. Nike pairing up with Apple Inc, another company known for its innovative products, was a way to bring into its fold the Facebook fans of the company. For example, a Facebook user who wants to know more about the latest basketball shoes or game can turn to Nike Basketball Facebook page. It also provides information on the latest game of endorsed athletes. Today, each Nike sub-brand has its own Facebook page, which runs product specific promotions and features events in a particular sporting activity. In 2008, Nike created a Facebook account. Nike's tech growth was also accompanied by social media initiatives. Yes, it is back to shoes but with lots of electronics, including Nike Chip Skis. The latest Nike products released in end-2012 include Nike + Baseball and Nike + Training Shoes. Thanks to its technology leap, Nike, it is said, was able to cut down on advertising expenses by 40 per cent without compromising on efficiency and results. Nike's sales philosophy - if you have a body, you are an athlete - had enticed everybody who wanted to think of himself/herself as an athlete or wanted to get more athletic. It had less to do with shoes and more to do with athletes. It had to be at once very distant from the core business and also very appealing. And it was time for something that would differentiate Nike in the long run. In due course, even the hi-tech Air Max technology was found to be inadequate to entice customers. Currently, Nike has nearly 40 models under this brand name. Almost every year after Nike launched its air cushioning technology, it released new versions of Air Max. The series had three ads featuring young sportsman Bo Jackson who campaigned on the benefits of a new cross-training pair of Nike shoes. ![]() Riding on the success of this campaign, Nike, a year later, launched an even more empowering series of ads with the tag line "Just do it". It was for the first time that a Beatles song was being used in a TV ad. The marketing campaign for this product was supported by a memorable TV ad in which the Beatles' Revolution was the soundtrack. This made it easy for a person involved in a particular sport to choose his/her shoes. Nike also customised the product to suit individual needs by inserting bags of different size depending on the height and pressure exerted by users. The bags can be seen by the athletes (users) through a 'special window' in the heel or toe shoe. This helped in absorbing shocks during running and jumping. The shoes had two interdependent bags with compressed air inside. ![]() In a bid to regain its edge, Nike, in 1987, launched a new product called Air Max. Nike's competitors had by then developed their business in this segment. But in mid 1980s the revenue started dipping mainly because the management did not take note of the aerobics boom. Invented in the mid 1970s by a NASA engineer, it kept up the revenue of Nike for long. The shoes featured gas-filled plastic membranes that could be inserted into the sole for comfort during running. The company's innovation debut was in 1979 when it introduced air cushioning technology. Endorsements have ever since been an essential part of the marketing growth of Nike. In 1973, BRS signed its first endorsement pact with Ilie Nastase, a professional athlete and ATP tennis star.
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