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Marketing

Nike employs key promotional strategies such as emotional branding, athlete endorsements, digital marketing, storytelling, and sponsorships to maintain market dominance. These strategies foster customer loyalty, cultural relevance, and significant economic impact, positioning Nike as a leading sportswear brand with a valuation over $51 billion in 2023. By adapting to consumer behaviors and embracing digital transformation, Nike sets benchmarks for engagement and innovation in marketing.

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Bhanu Sharma
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39 views10 pages

Marketing

Nike employs key promotional strategies such as emotional branding, athlete endorsements, digital marketing, storytelling, and sponsorships to maintain market dominance. These strategies foster customer loyalty, cultural relevance, and significant economic impact, positioning Nike as a leading sportswear brand with a valuation over $51 billion in 2023. By adapting to consumer behaviors and embracing digital transformation, Nike sets benchmarks for engagement and innovation in marketing.

Uploaded by

Bhanu Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Strategic Promotion

Techniques in Nike's Marketing


Framework
Key Promotional
Strategies
 Emotional Branding

 Athlete Endorsements

 Digital Marketing and Social Media Campaigns

 Storytelling through Advertisements

 Sponsorships and Collaborations

These are the core strategies Nike uses to maintain its dominance in the market
Emotional Branding
Emotional branding, according to Marc Gobe (The New
Paradigm for Connecting Brands to People), is "a
consumer-centric, story-driven approach that builds
loyalty by creating an emotional connection with
consumers”
• "You Can't Stop Us" Campaign (2020): Highlighted
resilience and unity through sports during global
challenges to show athletes from diverse backgrounds.

Nike’s emotional branding creates a connection with its


audience, inspiring them to achieve greatness through
impactful campaigns like these.
Athlete Endorsements
According to Kotler & Keller, endorsements
help "transfer positive associations of the
celebrity to the brand."

Nike’s partnerships with top athletes help cement its


image as a premium brand.

Collaborations with sports legends like Michael Jordan,


Serena Williams, and Cristiano Ronaldo
Digital Marketing & Social Media
Digital marketing, as defined by Dave Chaffey, is "the use
of digital channels to market or promote products and
services to targeted consumers."

Digital marketing allows Nike to connect directly with its audience,


fostering loyalty and engagement. Nike's strategy includes:

 Social media
Nike uses social media platforms like Instagram, Twitter, and YouTube to
promote products, share user-generated content, and collaborate with
influencers.

 Mobile apps
Nike's mobile app, such as Nike+, allows users to track fitness activities,
participate in challenges, and receive personalized product
recommendations.

 E-commerce
Nike's website and mobile app allow customers to shop directly from Nike,
which gives Nike more control over customer data.
Storytelling Through
Advertisements
Storytelling in marketing, according to Seth Godin, is "the
art of making a connection with your audience by sharing
compelling narratives that resonate emotionally."

Nike's storytelling approach in advertisements focuses on


real people, their struggles, and their triumphs. Nike's
campaigns use emotional storytelling to create a connection
with their audience and inspire them to overcome
challenges.

Storytelling techniques adopted by Nike :

 Highlighting real people

 Using music and visuals

 Creating relatable narratives

 Highlighting diversity
Sponsorships and Collaborations
Sponsorships and collaborations help Nike stay culturally
relevant and innovative.

 Partnerships with major events like Olympics, FIFA


World Cup

 Collaborations with designers and brands like Off-White,


Travis Scott etc.
Impact of Strategies
Nike's strategies have had far-reaching effects, not only securing its
position as a market leader but also transforming the intersection of
sports, culture, and fashion.

 Market Leadership:
Nike is consistently ranked as the most valuable sportswear brand
globally, with a brand valuation surpassing $51 billion in 2023.

 Customer Loyalty:
High customer retention rates due to emotional connections
fostered through campaigns and personalized experiences.

 Cultural Influence:
Nike has shaped global sports and fashion trends, influencing how
people perceive activewear as a lifestyle choice.

 Economic Impact:
Strong financial performance with steady revenue growth, driven
by innovative marketing strategies.
Conclusion
 Nike’s promotional marketing strategies revolve around
innovation, emotion, and cultural relevance.

 The brand sets benchmarks for storytelling and


engagement in marketing.

 By continuously adapting to changing consumer


behaviors and embracing digital transformation, Nike
remains ahead of its competitors.

 Its ability to balance commercial success with social


responsibility makes it a model for modern brands.

 As Nike expands its global presence, its strategies are


likely to influence marketing practices across industries.
Presented By
BHANU PRATAP
24GSOB2010835

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