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Nike Advertising Aimed at Glamour Readers - Case Study Example

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This paper under the title 'Nike Advertising Aimed at Glamour Readers" focuses on the world’s leading supplier of athletic footwear, attire and sports pieces of equipment. It’s a United States based company with multiple operations almost all over the globe …
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Nike Advertising Aimed at Glamour Readers
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Download file to see previous pages In a way, it gets the audiences because of the standard they maintain and also by heroes endorsement of the products. The favoured media are TV, billboards, magazines and the internet.
Nike when first founded was known as Blue Ribbon Sports founded by the athlete Philip Knight and his coach Bill Bower man from the University of Oregon in 1964. However its popular slogan “just do it” came into existence at an ad agency where Dan Weiden was quoted to have said, “You Nike guys just do it.” He was basically admiring the can-do attitude of the employees and landed up giving the brand a unique distinguished tagline. The revenue announced in the 2009 fiscal year was estimated to be 19.2 billion dollars (Nikebiz.com). Due to the recession, the net income declined by 21%, the decrease was expected to continue in the year 2010. But Nike just did it again by making $496 million in the second last quarter of the year 2010 (Wikiinvest.com). Nike has managed to own 700 shops around the world with 45 offices located world over. It has a series of specially designed products running which include:
The obvious main source of the company is the athletic footwear; it is 54% of the total revenue. It was specially designed shoes for running, soccer, basketball and training. With the increase in interest in sports and celebrity endorsements, the sale in 2009 of this segment has remarkably increased by 14%. The other major investment is in the attire business where it produces t-shirts, shorts, sweatshirts. This contributes 27% of the company’s total revenue in 2009. Equipment such as golf balls, bags and gloves accounts for 6% of the total revenue in 2009. It is widening its range from time to time by diversifying its products but managing well to maintain the standard.
According to Fletcher the brand ant the target market is always knotted together. (Fletcher, 2010). The target audience for the footwear could be divided into three main customer groups which include Baby Boomers (35-53), Generation X (22-32) and Generation Y (4-21).   ...Download file to see next pagesRead More
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