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Brand Portfolio Project (advertising) - Case Study Example

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Brand Portfolio Project (advertising)

In 1964, the first year of its operation, the company sold about1300 pairs of shoes generating revenues of about $8000 dollars. The company acquired a full-time employee in 1965, with an annual turnover of close to $20000. With the increased sales volume and growth in stock, the company opened its first retail store in 3107 Pico Boulevard in Santa Monica, California in 1966. Because of the rapid growth in revenues and demand for the company’s products, the company in 1967 expanded its operations to the East Coast in Wellesley, Massachusetts. As the relationship between Blue Ribbon Sports and Onitsuka Tiger approached its final stages in the year 1971, Blue Ribbon Sports was preparing to launch its new footwear designed by Carolyn Davidson (Frisch 6). In June 1971, Blue Ribbon Sports, branded as Nike first used the Swoosh designed footwear, subsequently registering for a trademark and patents of the products. Over time, the company has grown tremendously due to the extensive use of television advertising for their products. Getting into a number of partnerships with different individuals such as John Brown and partners and Wilden+Kennedy, the later who has remained the official advertising agency for the company, Nike has successfully managed to transform its operations from a small company to a multi-billion dollar enterprise (Google finance Web). In the fiscal year 2012, Nike managed revenues in excess of US $24.1 billion. With the increase in product quality and focus on customer satisfaction, the once small distributor of athletics wear and apparel currently has a market value of approximately $10.7 billion (Nike Inc. web). This makes Nike the biggest company in the sports and athletics brands, ahead of companies such as adidas. Nike’s Mission The company’s mission statement drives its growth and success, making it a profitable and high performing organization in the sports business. This forms the ultimate goal of its operations, gearing its management and employees to work in an enthusiastic way. According to Nike inc. (web), the company’s mission is, “To bring inspiration and innovation to every athlete in the world.” Objectives and Strategies Although initially the company used TV as the dominant advertising strategy, in the recent past a number of strategies drives the advertising campaign of Nike. Among the most significant advertising methods forming the company’s current advertising strategy, include internet marketing, email management technologies and broadcast, methods that the company believes directly influences its target customers. The ability of the company to select reliable media to convey its messages and sell its products to the right people is the main reason for its success. Additionally, the company creatively uses these media forms to complement each other, creating a bigger impact in the market than any other sports company does. As the world started embracing advertising and corporations started using internet as an advertising tool, Nike too launched its website in the year 1997 in a bid to market its products. As the company took its products to the internet-advertising platform, it adopted an email management system called EchoMail that integrated its emails into one database center. In order to offer its loyal customers personalized services, the company decided to ...Show more


Nike Brief Brand History and Mission Nike, originally known as Blue Ribbon Sports (BRS), an American corporation majoring in sports and athletics gear started its operations in 1964. The University of Oregon track athlete Phil Knight and his coach Bill Bowerman founded the company, which currently involves in design, development, and marketing of athletics footwear, apparel, equipment, and accessories…
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Brand Portfolio Project (advertising)
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