Nike Ad Campaign - Applied Buyer Behavior - Case Study Example

APPLIED BUYER BEHAVIOUR Student’s Name Course Professor’s Name University City Date Executive Summary This paper focuses on the Nike ad campaign relating to the differences in customer buying behavior. The aspects of the paper are identifying the target customer, the buying process, market mix, customers’ perception and motivation. The Nike ads have different messages depending on the targeted customers and the objective of the brand marketing. The ad campaign provides an essential framework relating to the perception and motivation of customers in making appropriate decisions. Introduction The Nike logo under the slogan, “JUST DO IT” was initiated back in the year 1988 after the company undergoing low returns from its investment. The competition from other companies such as Reebok was making huge sales, depending on the targeted market. The “Just Do It “campaign rejuvenated the Nike company’s performance and hence contributed to improvement in its performance. The sales performance of the Nike Company in 1988 was $180 million, but ten years later, after the ad campaign, the sales exceeded $9.2 billion in 1998. The slogan was short and sweet to the customers as it encourages people in working in their interest. This was the great drive that pushed the firm to the greater heights today. The paper focuses on the identifying the audience targeted by the Nike Company, the consumer buying process, the market mix and perception and the motivation. Target Audience The Nike Company advertising ad campaign targets sports men and women as the buyer of their products. The target customers include the family members that are involved in different sports activities. Recently, the ad campaign has been observed sponsoring the sports at different capacities. The athletes, footballers and basketball among other have benefited from the Nike Company products. The products such as sport shoes, jersey, and other attires with the Nike Company logo are distributed to different teams across the world (Nike, 2010). The ad campaign with the slogan, “Just Do It”, has been trending and hence giving motivation to the sports men and women. Even the family members undertaking sports activities for leisure are also targeted customers by the Nike Company. Different attires of different sizes are available to the customers per their demand. This includes the children attires as well as the grown up people. Furthermore, during their exercises in the estates, gymnasium and jogging, the Nike products are essential in supporting their activities. Therefore, the company focuses on the interest of all people as the possible customers and targeted audience during the ad campaign advertisement. Figure 1 Who, What, Why, When and Where The Nike Company through the Nike ad under the slogan JUST DO IT’ campaign targets all customers irrespective of age and gender The Nike company products are designed to suit the sports men and women t of all ages. The Nike ad provides the details of the campaign underway, depending on the objective during the advertising period. The target customers have got different reasons in focusing on the Nike product depending on the presented Nike ad. The Nike ad campaign provides specific approach for the customers to identify and relate the message to the underlying activities. For example, during the Olympics, the Nike ad associate the athletes with the Hero and hence offering them motivation and perception of performing better. The Nike ads are presented in the online search engines whereby the internet visitors tend to view these ads campaigns. YouTube, Facebook and other social platforms provides a venue for the Nike ads campaign on the internet aspect. Televisions are also the channels used by the Nike Company in advertising their product through the Nike ad campaigns. Consumer Buying Process Problem Recognition This is the first step in the buying process. It is essential for the customer to consider the nature of the product they intend to purchase. Basing on the Nike ad campaign, it is essential to consider the nature of the sport product in terms of the services to be obtained. The Nike ad provides with information essential for the customer to associate the solutions of their problem. Understanding the need of the product to provide with the solution, the customer gets variety of the information to enhance their buying process. Information Search Gathering information is the second step in the consumer buying process. The customers are supposed to engage the relevant source of the information to understand the nature of the product or services they intend to purchase. The Nike ads provide relevant information concerning the products that company offers (Elliot 2010). Depending on the sporting attires, the Nike ads ensure relevant information is provided to help the customers to understand the product perfectly. Alternative Evaluation With the relevant information about different products, the customers evaluate the alternatives to decide on the best suiting their needs. The evaluation process provides the customers with the chance of comparing and contrasting different aspects regarding the product. It is important to consider the goals or the main objective and what would be offered by the product. Product Choice After evaluation of different options, the customers make the final decision on the appropriate product to purchase. This relates to the favorable product meeting their criteria and the purpose of the product. There are different aspects that customer considers when making informed decision. The taste and preference help the customers to make informed decisions. If the attribute of the product meets the customers’ perceived quality, then it is possible for the customer making a proper product choice. Another aspect is the price of the product. Customers relate the prices depending on their capability (Howard 2005). The value of the product in terms of quality, the services to provide are essential in decision making. Therefore, in the advertisement, the Nike ad has to consider providing aspects to show quality, value and attractive features to the customers to help in decision making. Post Purchase Evaluation This is the last stage in the customer buying process. At this state, the customers tend to evaluate the purchased product on the basis of the values, quality and achievement. It is essential for the customers considering the achievements made by the purchased product to assess its returns. The post purchase evaluation is essential in determining the buying process of the customer in the future (Howard 2005). This result of the evaluation helps the customers to purchase the same product in the future or seeking a change. Furthermore, the royal customers help in advertising and promoting the product to their friends depending on their taste and preferences. Therefore, post purchase evaluation ensures the customer deduct essential information and features of the purchased product. Nike ad Perception The Nike ad makes the customers perceive the Nike products on different perspective depending on the customer’s intentions. The Nike ad campaign focuses on advertising the Nike product using emotional branding techniques. The technique used is Heroism as it helps in inspiring the customers’ loyalty through associating the Nike product with becoming a hero. The Nike ad slogan of “Just do It” motivate the customers and set the humble beginning of becoming a hero (Nike, 2010). With the perception of “Just do it”, the customers feel challenged against all the odds prevailing and hence becomes activated toward achieving as the Nike ad campaign indicates. The Nike ad campaign provides brand strategy essential in setting the emotional marketing story that indicates and associate customer with a Hero. The Nike ad campaign indicates that one is a hero if tend to use their products such as foot ware jersey and gaming tools. The company has focused on the interest essential in achieving the advertising objective through unifying its customers in purchasing the athletic gear and clothing. The “Test Your Faith” Nike ad campaign featuring a darkened gentleman shows that the company taking a risk. Focusing on the ad basing on the religious background, it would obviously rain controversial conversations (Holt, Quelch and Taylor, 2004). In most cases, the black features tend to turn the views away from the company’s product as they disapprove and never trust them anymore. In the Nike ad, the attachment of the stormy appearances tends to influence the perception of the religious on the storm. On the contrary, the customers who trust the Nike brand would be appealed by the ad. (Figure 2) The perceptions of the customers are associated with the ads indicating the advertising techniques essential in the attracting customers. The popularity of the Nike ad helps in campaigning for the products through provision of customer attention (Leah, 2010). The connection of the perception with the Nike ads relates the achievements and essential objective depending on the targeted customers. The religion and societal norms provide the basic ground of diversity in the advertisement (Nike, 2010). The achievements of the Nike ad campaign are connected to the variety of the targeted audience on the basis of their sporting ability, their societal and religious affiliation, gender and beliefs. Advertisement Channels The advertisement channels are the TV, official Nike company website, YouTube, search engines and social media such as Facebook and Twitter. The visitors of these sites get the Nike ads with images and messages that are being portrayed depending on the advertisement. The objective of the Nike firm is delivered using the ad campaign. Motivation The fulfilment of the customer‘s taste and preferences need shows the motivation urge. The customers’ focuses on the specific brand depending on the urge or need to acquire the product or services provided. The approach of the marketing is ensuring the customers have different varieties to evaluate and relate to their needs. The factors behind the force of purchasing the product or services are considered as a motivating factor. Therefore, during the ad campaign, the market is supposed to focus on the motivation factor to attract more customers to purchase the product. The figure below illustrates the motivation and how the customers rely on the motivation in making informed decision. (Figure 3) In relation to the needs, the Maslow Hierarchy provides the rationale that customers tend to focus while making their purchase. The customer follows the channel that tends to fulfil their demand, taste and preferences. The advertising and ad campaign is supposed to focus on the interest of the customers in achieving their motivation. (Figure 4) This shows the customer categorizes the product and services from primary, secondary and tertiary levels depending on their demand. The basic considerations are made depending on the purpose and the need of the product to fulfil the customers’ intention. This is followed by less essential product and later to the actualization of the lifestyle. Therefore, these portions are essential in determining the purchasing approach motivating the customers in making their purchase. Marketing Mix Product The Nike products entails the foot ware, jersey and the gaming materials. The label on these products is designed depending on the ad campaign of the product. The customer’s focuses on the messages that are provided and how they are involved in their purchasing approach. Furthermore, the approach by the advertising ad provides the detailed information or advertising message to the targeted customers. The association of the label and celebrity in the advertisement and Nike ads helps in marketing the product of a particular campaign. Promotion The Nike ads provides essential information that is used by the customers during their purchase. The connection of the ad message to the reality helps the customers to change their perception and focusing on the appropriate mechanism toward the product. The promotion platforms are the official company’s website, social media such as Facebook and Twitter. Other channels include the billboards and Television whereby the customer observes the ad and relating to the product they purchase. Therefore, through promotion the company focuses on improving the customer’s perception concerning the product. Place The place is determined on the objective of the campaign and the intention of the firm toward the sales. The company associates the product ad with the ongoing game activities and especially where it sponsors more players. According to the Olympic Games, the company tends to use the chance to develop ads that relates to the event and motivating the players. It is essential to understand the connection of the place with the products of Nike Company as the viewers tend to associate the company’s logo with the games and heroes in the activities. Price The prices are determined by the location and where the customers willing to make the purchase. The Nike ad campaign provides clearer information regarding the produce and how the customers associate the ad with the product. The purchases are determined by the capability of the customers depending on their location and quantity amount they need to purchase. Furthermore, the company has well developed mechanism that provides controlled pricing criterion depending on the movement of the brand. Recommendations The Nike ad campaigns are supposed to focus on the interest of the customers. The association of the ad with the current event and activities helps in prevailing essential message for the customers to relate the product. The ad campaign messages are also supposed to provide the information that tends to improve the motivation of the customers. The major objective is increasing the sales of the company products, meeting the customer’s expectation and demand. Therefore, it is essential for the marketing department to consider the ad image and message associate with the event projected during the advertisement. In conclusion, the Nike ad provides the marketing strategy of the brand focusing on the targeted customer. Bibliography Nike. Advertisement. Nikeblog.com. Nike Blog, 26 July 2010. Web. 10th May. 2017. Leah. "NIKE: My Butt Is Big and Round like the Letter "C"" Web log post.TheFreshxpress.com. 30 July 2010. Web. Howard, Theresa. "USATODAY.com - Real Women Have Curves, and Ads."USATODAY.com. Gannett Co. Inc., 29 Aug. 2005. Web. 10th May 2017. Elliot, Stuart. "Nike Harnesses 'Girl Effect' Again." LexisNexis Academic. LexisNexis, 11 Nov. 2010. Web. 10th May 2017 Holt, D. B., J. A. Quelch, and E. L. Taylor. "How Global Brands Compete." Harv Bus Rev.NCBI, Sept. 2004. Web. 10th May 2017 Read More