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Nhóm 1 - Case Study Nike & Google

- The document discusses Nike and Google's marketing strategies. For Nike, it analyzes pros and cons of their celebrity endorsements strategy and distribution channels. It also suggests how Adidas could better compete with Nike by focusing on new customer groups. - For Google, it identifies their core brand values as a good work environment, integrity, providing online services, technology innovation and affordable yet high-quality products. It argues Google is right to take on Microsoft in cloud computing and Apple in smartphones to provide more choices.

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Phương Linh
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103 views4 pages

Nhóm 1 - Case Study Nike & Google

- The document discusses Nike and Google's marketing strategies. For Nike, it analyzes pros and cons of their celebrity endorsements strategy and distribution channels. It also suggests how Adidas could better compete with Nike by focusing on new customer groups. - For Google, it identifies their core brand values as a good work environment, integrity, providing online services, technology innovation and affordable yet high-quality products. It argues Google is right to take on Microsoft in cloud computing and Apple in smartphones to provide more choices.

Uploaded by

Phương Linh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Tên thành viên:

Vũ Lê Phương Linh - 2121012141


Nguyễn Thị Hồng Ngọc - 2121003507
Nguyễn Tuấn Khải - 2121009915
Thạch Thị Thanh Nhi - 2121003370
CASE STUDY NIKE & GOOGLE
NIKE
1. What are the pros, cons and risks associated with Nike’s core
marketing strategy ?
Pros:
Nike is very good at using images of celebrities (specifically athletes),
especially those who have won awards in professional competitions. They will
help Nike promote products by testing and recommending, chatting with
consumers, acting as spokespersons like Athletes Steve Prefontaine, Michael
Jordan and LeBorn James. This helps Nike create trust with customers and
attention and trust. Thereby bringing profit to the company.
Nike also expands product production in many other fields such as football,
golf, tennis, ... in addition to producing sports for a running field.
Keeping up with market trends, being flexible with consumer preferences by
adjusting appropriate marketing strategies, combining with existing products,
and developing more new designs and categories to the store. enjoy sports
through various marketing strategies.
Nike's distribution channel system is very effective. Delivering the right product
at the right time to new customers is an effective product distribution strategy.
Nike distributes its products in different tiers. High-end products are only
distributed to certain suppliers, while low-priced products are sold at heavily
discounted prices at retailers such as Wal-Mart.
Their aggressive advertising campaigns, celebrity endorsements and quality
products all enhance their brand and image. Nike targets the consumers who
care more about the utility and quality of the products rather than the price. That
is why Nike sets higher prices for its shoes than its competitor like Adidas.
Cons:
The use of images of celebrities is a strong point but can be disastrous if not
scrutinized. Combining the image with the stars who are suffering from
scandals will make customers have aversion and do not want to buy the
products anymore causing a loss of sales for Nike.
The price of Nike products is relatively higher than that of other brands, so this
is a big weakness when Nike cannot fully exploit the low-income segments.
Risks:
The competition is increasing, and it is necessary to pay attention to the
celebrities it works with
2. If you were Adidas, how would you compete with Nike ?
Adidas needs to focus on generation Z customers, this is a young customer
group with a special interest in sports and health. They are potential customers
in the sports shoes and sports equipment industry, so in order to compete with
Nike, Adidas needs to fully exploit the potential of this customer file.
Constantly creating and improving the quality of our products. Launching new
products that focus not only on shape and style but also on quality and sporty
performance in order to satisfy increasingly demanding customers.
Look for markets and segments that Nike has neglected or undervalued.
Prioritize investment in those segments to retain their market share and create
new potential markets.
Adidas needs to upgrade its products, integrating with smart devices, AI such as
sports shoes that can measure steps, distance, and speed. Support users to move
more effectively.
Not only racing with Nike in main products, but also having to invest in niche
products so as not to be left too far behind.
GOOGLE
1. With a portfolio as diverse as Google’s, what are the company’s core
brand values?
Core brand value defines what an organization stands for, expectation and
ultimate set of behaviors and skills. With a portfolio as diverse as Google, the
company’s core brand value is universal accessible information.
Firstly, Good Work Environment: As a global corporate citizen, Google is
determined to be able to create an environment where the employer can improve
and develop their skills.
Secondly, Doing the Right Things: Google always complies with honesty and
integrity in all they do and their business practices. They have a motto of
making money by doing good things.
Next, Offering Prime Online Services: Google adds value by providing tools to
the advertisers to better target their ads and better understand the effectiveness
of their marketing.
Furthermore, Technology & Innovation: Google allows their programmers to
develop and to work on the project that they believe will bring benefit to the
company. For that, Google has applied and developed technology and creativity
to solve problems.
Last but not least, Google Apps and products are innovative and gain people’s
attention. So they are affordable gỏ people to buy, yet still has a high quality.
This aspect has helped Google to gain customer’s trust, which is the most
important thing in a well developed business.
In conclusion, even the above has helped Google get the position today. This
proves that Google;s success is a worthy effort.
2. What’s next for Google? Is it doing the right thing tak-ing on
Microsoft with the concept of cloud comput-ing, and Apple in the
fight for smartphones?
Google has been well developed. The development and innovation of the
applications and product had brought Google to the top of the work. However, I
think Google needs to reposition itself in corporate work. Google had priorities
for information access as its vision but these days, Google plays many other
important roles such as media agency and digital TV. This has made Google
change from its original vision.
On the other hand, Google has been looked as inconsistent as a brand when they
do too much stuff and not focus on their vision.
In my opinion, I think that Google has to look back at what they have been
through and decide on a new vision in order to survive and develop their
company.
I believe that Google is doing the right thing taking on Microsoft with the
concept of cloud computing and Apple in the fight for smartphones. Google’s
attempt to break the monopoly of Microsoft in documents and applications and
Apple in smartphones can be considered as a great step. I think that the
involvement of Google will give us more choices so that we can get the product
with high quality and at a cheaper price. Besides, Google also can redefine their
vision and find the most suitable product for them to involve.

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