Buyer Behaviour of Nike Organisation - Essay Example

? Buyer behavior Introduction One of the most commonly recognized advertisement campaign in the world by any sportsman is ‘JustDo It’ by Nike. However, it is not only recognized by sportsmen only, but by almost everyone who engages themselves in sport like activities. In this report, one is going to analyze one of the most mentioned slogan that acts as a campaign strategy for the product in question. In 1988, Nike came up with one of the most successful campaign slogans that saw them take the industry by storm. The slogan “Just Do It” has been in use since then as the organization’s campaign slogan. One of the main reasons of this report is to study how this advertisement campaign slogan has helped in boosting the organization’s sales and whether it has been effective (John, March 21, 2002). To do this one will have to identify who the slogan is aimed at, what products are offered by the organization, when the product is in use, the positioning of the advert and lastly why the slogan is so effective. In order to know who the product is aimed at, one has to consider the product itself. Nike organisation has a wide range of products, ranging from sport shoes, clothes and drinking bottles. One of the most common things about these products is that, they are mainly used when people are performing sport related activities such as running, jumping or climbing. The advertisement campaign “Just Do It” targets both the young and the old who fills they have the strength to go an extra mile. The campaign slogan invokes the spirit to go an extra mile. According to analysts, the advertisement campaign was mostly successful in targeting sport lovers because it gave them the motivation to do something, when they thought their strength was depleted (John, March 21,2002). This means that the advertisement campaign gave them an extra motivation to just go ahead and do whatever it is they thought was impossible. Most customers are willing to pay more money for the brand because they judge it as beige more dominant than any other brand in its field. The brand has also been associated with leading organisations in their particular fields such as Coco-cola Gillette and other leading organisations. This has helped in expanding its customer out reach. According to executives of the company, this has been made possible due to the use of the slogan “Just Do It” in their advertisement campaign. In addition, according to research most customers have associated the brand with style and reliability. This has also played a crucial part in expanding the organisation’s consumer outlook. In conclusion, one can state that the advertisement campaign slogan targets sportsman and women, age not being a hindrance and people who are willing to go an extra mile to achieve total satisfaction. Nike organisation offers a range of products such as sport shoes, sport clothes, drinking bottles and many other products related to sports. However, the organisation’s best seller to date, due to the slogan used as its main advertisement campaign, is shoes. This product has helped the company in expanding its market shear in an extremely congested industry. Because of the success of the slogan, the organisation has been able to command more sales, irrespective to its highly priced products. This has helped in generating more revenue than any of its competitor. After the organisation implemented its ‘Just Do It’ slogan in its campaign, the organisation saw its market shear rise, due to influence it had on the consumers. Its sport shoe business rose from eighteen percent to a whooping forty-three percent, in less ten years of the advertisement campaign implementation. This means that, the slogan influenced the consumers behaviour, which led to success the company has today. The organisation brand is immensely influential in the market. Its products are well identified with its branding of a tick like figure, which also goes with the slogan that the company uses as its main slogan in advertisements campaigns around the world. The organisation has been able to penetrate the sport market with products such as boots worn by footballers, sneakers worn by basketball players among other players in different fields, to grip shoes worn by athletic runners (John, March 21,2002). However, the company has also been able to produces sport uniforms such as swimming trunks for summers, moth guards for rugby players and many other products used by many sports men and women in different fields around the world. According to most people who use the products, one of the main befits they get from using the different products manufactured by the company is, the products are well suited to cater to their needs. For instance, according to many football players or basketball players, the boots and sneakers that the organisation produces are well suited and adapt to the needs that the players want. According to different players in different fields, the shoes are light and reliable. This helps them performing better in their respective fields. Most of the products produced by the organisation have no particular occasion. However, judging by the products the company produces, one can assume that the organisation uses its advertisement slogan to influence people to buy its products when it engaging themselves in sport related activities. For instance, when a company plans a retreat for its workers, one might be influenced to buy a pair of Nike shoes. This is because the product is associated with sports. This example shows how the company has succeeded in being influential in the field of sports. In addition, it demonstrates one occasion in which the company’s products are used. Another example that can demonstrate an occasion where the products are in use is, when one plans to visit a gym. While visiting a gym, one might be influenced to buy a pair of Nike shoes or clothing since they are well adapted to meet the customers’ needs. In addition, the slogan used as its campaign strategy comes to play since it influences one to visit the gym. However, while some of the company’s products are well adapted for some occasions, one cannot term them as being seasonal. Most of the products produced by the company can be worn at any season. While taking the dog out for a walk on a winter or summer evening, one can were a pair of Nike sneakers or t-shirt. This means that most of the pro2ducts produced by the organisation are well adapted to fit into any season. The positioning of the advert is extremely significant since it helps the company attract more customers who are willing to spend their money on products. Owing to most the products produced by the organisation being related to sports and the fact that most of them are easy to access, most of the advertisement is positioned near sport venues such as football and rugby stadiums, basketball, volleyball and netball halls and swimming halls. This is because of the involvement the organisation has with sports. In addition, in most occasions, most of the clothing and shoes used by sports man are labeled with the brand (John, March 21,2002). In other situations, the advertisements are positioned in gyms. This positioning is extremely valuable due to a number of reasons. First and more important, the advertisements positioning helps in attracting potential customers. By positioning the advert at the above named venues, the company is able to attract customers. In addition, the positioning of the advert in this position helps people identify the brand with sport related activities. This helps, in that, when people think of performing a task that is related to sports they will be able to link it with the different products from the organisation. In addition, it is essential to position its products in this position since the company is able to reach out to its specific target customers. This also helps the company influence the consumer buying power since it shows the target consumers how influential it is in this field. By correctly position, there advertisement the company is able to influence its market share meaning that more consumers will spend more money purchasing the product from the company. Lastly, by displaying its products on selected venues the organisation is able to help its targeted customer associate themselves with the different products hence in the process influencing the consumer buying power. One of the biggest reasons why the company chose the advertisement campaign slogan ‘Just Do It’ was so as to boost its sales. This worked perfectly well and continues to work to date. When the organisation came up with the slogan as its main advertisement strategy it was able to boost its sales from 800 million dollars to 9.8 billion dollars (John, March 21,2002). This shows how the advertisement campaign worked and 2howe much influence the campaign had on the consumer spending power. Nike organisation has invested a lot of money in advertising. This means that, by investing all this money, the organisation is looking on boosting it market shear. This has helped the company in gaining more market share in the industry and in the process making it one of the most influential in its field. This is important since the organisation is able to control the market in the given field. This will be able to attract more consumers who are willing to spend more money. In addition, by choosing the advertisement campaign, the organisation is able to pass along a message that influences the consumers. Everything in the company’s slogan is meant to influence a consumer. By using "Just Do It" as its slogan in its advertisements, the company is able to mentally influence consumers to buy its products. ‘Just Do It’ shows how easy it is to do something. This message helps in mentally influencing consumers by showing them just how easy it is to do something while using a Nike brand. This is the main reason why the company remains successful to date. This is because; the organisation associated its self with easiness by spreading the slogan as its main advertisement campaign. In order for the advertisement to be successful, the company had to set up the advertisement in a different perspective from the one set by other organisations in the field. This meant coming up with a new perception that the advertisement would use in expanding its market shear. To do this, the organisation had to come up with different attributes that fitted in the scenario that the organisation was trying to set. The different perspectives include colour, text, model used and the different endorsements that the company uses (Kapner, July 4, 2001). This perspective are geared into making sure that the message the organisation is trying to pass reaches the consumer and influences him or her to choose the product that the organisation is trying to pass along in the advert. For instance, most of the company’s advertisement, that contained the slogan ‘Just Do It’, are written in either white or black and have a white or black background depending on the text used. This use of colors is extremely crucial since it helps in making the message visible to everyone. Visibility in an advertisement is essential since it helps in making the text readable whenever the advertisement appears whether on television or on advertisement billboards. In addition, by choosing the colors black and white, one can assume that the company wanted to break through barrier lines considering the level of racism that existed during that period. This helped in showing that the product was not only designed for one party, but was meant for anyone who could afford the product. Text in an advertisement is crucial since it demonstrates what type of message the organisation is trying to end out. In this case, Nike chose to use straightforward text with no graphitic text. This also shows how the products from the company are in that it attracts more consumers. Straight text demonstrates that the company is able, which also can be reflected to its products. Use of celebrity endorsement has picked up in resent das as a means of advertisement strategies used by many organisations. By getting celebrities to endorse a product, an organization is able to influence more people to buy its products. This is because celebrities normally have an extremely wide fun base that tries to emulate what they do. For instance, in this case, Nike has employed any celebrities in different fields to act as its brand ambassadors. From football to basketball to swimming to even acting, Nike has involved its self. This has helped in attracting more customers since most of them emulate and copy whatever it is that there given stars do. Personally, I think that the organisation has done a remarkably good job in using the different perspectives. This can be seen by looking at the success the company has had in recent years. The slogan ‘Just Do It,’ which is used in all of the advertisement campaigns that the organisation came up with, is meant to influence a customer during the first stage of deciding what to buy. The message ‘Just Do It’, which is usually followed by a figure of a tick, influences a buyer in buying the product. This is because the massage ‘Just Do It’ shoes just how easy it is for one to buy a product and he tick just helps in showing that the decision made is correct. Because of this, one can conclusively state that the advertisement is meant to influence a buyer at the first stage of the buying process (Kapner, July 4, 2001). Low level of risk is involved in the advertisement campaign. This is because, the advertisement campaign use words and figures, which correlate to each other. This has helped in reducing the level of risk that the organisation faces by deploying the advertisement. In addition, the fact that the advertisement is meant to influence a buyer at the initial stages of the buying process means that the organisation has significantly reduced the risk that it might suffer if the advertisement does not work. To fully realize and appreciate the full potential of the advert, it is necessary to note the marketing mix put into the advert. This will help in seeing how effective the advertisement has been. Some of the features passed by the advert include shoes, clothes and other products. Some of the benefits that one gets from using these products include reliability, long lasting and most importantly the products are tailored to meet once needs. Personally, I think that the advert is used correctly and relates to all the benefits that have been mentioned above in concern to any product that the company produces. One of the things that the advert does not contain is any information about pricing. This is because the advert is geared at the first stage of the buying process. In distribution, the organisation has set up stores that one can access the different products that the company produces. However, the advertisement does not mention anything to do with distribution. This is because the advertisement is geared not only to the local consumer, but also in an international perspective. The main promotional objective behind the advert is trying to convince the consumer that the product of choice is Nike. This is because of the message that the organization is sending through its advertisement slogan (Kapner, July 4, 2001). Although the organisation uses many forms of media to pass its advertisement to the public, most of their advertisements are done through billboards. This choice of advertisement strategy tells one that the organisation is meant to influence the consumer through pictures. It also means that the organisation largely depends on the virtual capabilities of its consumers. However, this also demonstrates that the advertisement is meant to influence the kind of choice a customer makes while buying products related to the filed in which the organisation is in (Kapner, July 4, 2001). Owing to success the advertisement slogan has had over the years since it was established one cannot criticize the choice of strategy that the organisation has used. However, one can recommend that the organisation put more effort in coming up with more virtual advertisement that promote its products. In addition, the advertisement fails to inform the consumers on where to get the products that the organisation offers. This makes it hard for some consumers in different regions around the world to access the products being promoted in the advertisement. It is critical that the company adds more information on the product in order to make sure that the advertisement is well positioned in influencing the buyers. Nonetheless, it is vital to note that the advertisement has achieved its success and is well suited in promoting the products through its message. Reference: John, B. (March 21,2002). “Bathed in Reserves of Optimism.” Financial Times. Garfield, B. (January 19, 2001). “Ad Review.” Advertising Age. . Kapner, S. (July 4, 2001). “Market Savvy with Sneaker Glut at Stores Easing, Nike is Slowly Getting Back on its Feet.” Los Angeles Times,. O’Leary, N. Voight, J. (July 4, 2000). “Goodby Pitches Ideas for Brand Nike.” Adweek,. Soloman, J. (March 30, 2009). “When Nike Goes Cold.” Newsweek. Read More