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Buyer behaviour - Essay Example

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Buyer behavior Name Institution Date Introduction One of the most commonly recognized advertisement campaign in the world by any sportsman is ‘Just Do It’ by Nike. However, it is not only recognized by sportsmen only, but by almost everyone who engages themselves in sport like activities…
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Buyer behaviour

Download file to see previous pages... 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 ...Download file to see next pagesRead More
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