Nike Just Do It Campaign

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Case on Nike “Just Do It” Campaign
Case on Nike “Just Do It” Campaign

Submitted to: Prof. Bijal Mehta
Submitted by:
Kruti Acharya A01
Sunny Agarwal A02
Namrata Ajmera A03
Abhishek Barot A 04
Husain Behrinwala A05

9/4/2011

Submitted to: Prof. Bijal Mehta
Submitted by:
Kruti Acharya A01
Sunny Agarwal A02
Namrata Ajmera A03
Abhishek Barot A 04
Husain Behrinwala A05

9/4/2011

Mini-case Study:
Nike’s “Just Do It” Advertising Campaign

According to Nike company belief, one of the most famous and easily recognized slogans in advertising history was created at a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is (advertising) history.

After falling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its unforgettable swoosh, “Just Do It” slogan and worshiped sports figures. Nike managed the smartest of marketing tricks: to be both anti-establishment and mass market, and achieved $9.2 billion dollars in sales in 1997.

The Nike brand has become so strong as to place it in the rarified air of recession-proof consumer branded giants, in the company of Coca-Cola, Gillette and Proctor & Gamble. Brand management is one of Nike’s many strengths. Consumers are willing to pay more for brands that they judge to be superior in quality, style and reliability. A strong brand allows its owner to expand market share, command higher prices and generate more revenue than its competitors. With its “Just Do It” campaign and strong product, Nike was able to increase its share of the domestic sport-shoe business from 18 percent to 43 percent, from $877 million in worldwide sales to $9.2 billion in the ten years between 1988 and 1998....
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