Answer 1-

1. Brand positioning- Nike has always been targeting the sports goods industry, meaning the
people who are already into sports and fitness. In these focused sports goods industry
people have always in their minds whenever they think of sportswear or footwear Nike is
always in their mind. Nike focuses on a target audience and doesn’t go stray from promoting
something extraordinary. As a brand, you must define your ideal customers and work only to
serve them. Your customers do not care about your brand-new product and its fetes, they
care about how you make their life easier. Hence Nike doesn’t sell products, it sells benefits.
2. Emotional storytelling- Nike has always been an expert in storytelling. Authentic stories build
a strong community and unshakable loyalty. It makes customers feel connected to the
brand. Nike’s first commercial ‘just do it!’ encourages people to achieve their fitness and
sports goals. In the commercial it shows, an 80-year-old man running up to golden gate
bridge every day. The message is that if an 80-year-old I can do it, so can you. Through the
years Nike has produced many such iconic stories through their commercials-
a. Nike- Just do it! (1988) – very first commercial
b. Nike- find your greatness – another iconic campaign

Answer 2-

Nike’s major customers are between 15 to 45 of age. The company depends on this data to find out
where this age group of people hang out most and develops marketing strategies to provide value to
them through those platforms.

This helps hike to improve its brand recognition and this makes them different by providing value
instead of focusing on price and other factors for its customers.

a. Sports celebrity endorsements

Nike collaborates with high-profile faces in the sports industry like Michel Jordon, Kobe
Bryant, Serena Williams, LeBron James, Simone Biles etc.; and uses emotional storytelling
advertisements as a marketing strategy.
b. Active social media conversations with customers- like Twitter, Tumblr, Instagram, Nike app.
c. Affiliated marketing programs through influencers and influential sports athletes.
d. Active email strategies. Nike engages with its customers with a healthy 3 emails per week to
show they care. This makes the customers feel special and keep them engaged and eager for
more.

Answer 3-

All the noteworthy Nike marketing campaigns include big faces in the sports industry. This helps
focus on the right audience as Nike’s customers mostly associate themselves with sports or other
forms of fitness.

10 most noteworthy Nike ads and celebrities in them-

1. 1993- I’m not a role model- Charles Barkley

2. 1996- Hello world- Tiger Woods
3. 1997- Failure- Michel Jordan
4. 2006- Love me or hate me- Kobe Bryant
 5. 2006- I feel pretty- Maria Sharapova
6. 2007- No excuses- Max Scott
7. 2008- Bottled courage- Olympics
8. 2017- Equality- focused on prejudice against black people in the sports community
9. 2017- What girls are made of?
10. 2020- One day we won’t need this day- Focused on women on international women’s day

Answer 4-

Challenges Nike is facing in marketing its products-

1. The apparel industry is struggling

2. Women’s athleisure brands are getting crowded day by day
3. Nike’s most popular products might be getting out of style

Nike has addressed this problem by staying true to its customers by selling unique products, focusing
on its loyal customers, and Making innovations in its new products every day.

Answer 5-

Nike has excelled in experiential marketing many times. Like when it hosted the human race 10k in
2008 and in 2009. A global virtual race event, the biggest ever hosted and designed to celebrate
running drew 780000 participants and surpassed this number in 2009. Nike ensured participation
through online registration and encouraged to gear up with Nike+. Nike+ is a tracker which gets
connected to the racer’s apple devices and is installed in the racer’s shoes. This made the racer’s
experience a special one.

Another great example is when Nike was popping up vending machines in the parks, cycle tracks,
and running arenas with vending machines. These mysterious vending machines are called
Nike+fuelbox. They are currently popping up and disappearing in NY in areas like public parks, fitness
arenas, cycling paths etc. Nike used its Twitter page to advise participation by giving hints about the
machine’s location. The brand sent its aficionados on expeditions around New York in pursuit of free
Nike gear. Nike+fuelbox is no longer there, but cleverly continuing the engagement Nike has
reminded its followers to “keep moving for when it shows up next.”

Answer 6-

Nike uses a mix of pattern recognition, artificial intelligence, and machine learning to extract data
from Nike fit app and builds a digital image of a customer’s foot and utilizes that image to provide
the customer with knowledgeable Product suggestions also this long-term data builds up aids Nike
to make better shoes.

In 2018 and 2019, respectively Nike purchased Zodiac and Celect, 2 proactive analytic firms. Using
data from their applications and other gadgets like Fitbit, Nike uses these technologies to analyze
client’s patter and forecast customer’s purchase behaviour. For instance- Nike uses marketing data
to deliver tailored content and suggests products to its customers.
References
https://buildd.co/marketing/nike-marketing-strategy

https://www.businessinsider.in/nike-is-facing-3-major-challenges-to-its-business/articleshow/
52946563.cms

https://www.becausexm.com/blog/great-experiential-marketing-nike-s-secret-vending-machine

https://bernardmarr.com/how-nike-is-using-data-to-sell-directly-to-customers/#:~:text=The%20Nike
%20Fit%20app%20creates,helps%20Nike%20create%20better%20shoes!