Chapter 4. The Marketing Environment

Nike is the ultimate powerhouse in the shoe industry. Brands such as Asics, Reebok, New Balance, Puma and Adidas compete with the brand. Nike has become so successful over the years that they have covered every aspect of the footwear and apparel industry. Nike owns various companies, such as Cole Haan, Hurley International, and Umbro which cover classy, luxury and surf apparel. Nike Inc. also own Air Jordan brand, which is a branch under Nike Inc. driven by the man who's name are revolutionized sports as a whole, Michael Jordan. Nike offers different options and also tries to target every economical class in the economical pyramid. Nike also owns the legendary Converse footwear, which as been making footwear since the early 1900's. Nike's marketing has consisted of one thing and one thing only, Advertising. Nike has always had it's way with professional athletes since the early 80's. Either hiring them or having them wear their equipment. Starting 2012, all football (NFL) apparel is being made by Nike. Making it easier to advertise their name and brand into millions of houses every Sunday and Monday night. 

New Media Marketing

Nike was an early adopter of internet marketing, email management  technologies, and using broadcast and narrowcast communication technologies to create multimedia marketing campaigns and advantages. In 1997, Nike was under fire for their labor practices amidst increased public awareness of the use of sweatshops in outsourced manufacturing. Nike created a website and adopted an email management system where they can confront and diplomatically deal with the influx of email communication and strengthen their public image through one-on-one interactions. This allowed them to mine data, remain sensitive to costumer feedback, and reduce the cost of service. Which is now used for different advertisers utilized the same email management technology for Nike to integrate TV, email, print media and the web in one of the earliest multimedia marketing campaigns, that allowed consumers to email featured athletes. For example, Nike now uses Twitter as a faster and more convenient way to get and purchase sneakers.

The new media feature Nike has developed is called "Twitter RSVP". (Only eligible for Twitter account users only) The way it works is Nike stores across the country tweet hash-tag that you will have to message back to them with the following info: Product hash-tag, first & last name, and size, once it's done, Nike will respond back on a fist come first served bases to those who successfully completed the message. With the replied message customers get the opportunity to purchase the product. This makes it easier for Nike to have a more complete interaction with the consumer. This also gives them feed back in areas of populations throughout the country, contributing to future locations in areas not yet explored by Nike Inc. Nike keep coming up with ideas in order to manufacture, sell and satisfy their customers and distribute their product accordingly in favor of the public themselves. Making this process a marketing advantage by Nike.This new method is purposely used to target age group 18 to 35 years old. Making it easier for teens and middle aged adults to purchase footwear without having to leave their comfort of their own homes to make lines outside retailers overnight. This now makes it safer for the customer to purchase Nike goods without the hassle.