Nike Tactics and Marketing Function Audit

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  • Topic: Athletic shoe, Nike, Inc., Shoe
  • Pages : 4 (1101 words )
  • Download(s) : 243
  • Published : September 29, 2008
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Tactics and marketing function audit

Product(Customer benefits)
Nike is focused on six product key categories: running, basketball, football, men’s training, women’s training and sportswear. Each category team is immersed in its sport’s culture, connecting with consumers and building deep relationships. Nike believes itself to be a premium brand, and they earn that reputation by delivering experiences that surpass the expectations of our consumers. Nike produces a wide range of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts, baselayers, etc. for a wide range of sports including track and field, baseball, ice hockey, tennis, association football, lacrosse, basketball and cricket. The most recent additions to their line are the Nike 6.0 and Nike SB shoes, designed for skateboarding. Aside from that Nike has introduced cricket shoes, called Air Zoom Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike introduced the Air Jordan XX3, a high performance basketball shoe designed with the environment in mind. What is also part of Nike is the program called Nike I-D at, which allows customers to customize designs of some styles of Nike shoes and deliver them directly from manufacturer to the consumer. The customer benefits are:

-Nike delivers experiences that surpass the expectations of their consumers such as retail experiences and communications that can be made by their share of passion for sports and design. -Nike makes innovative products for their customers, such as the hyperdunk basketball shoe, Zoom Victory Spike, LunaRacer to Swift apparel, the Pre Cool Vest and the program that allows customers to customize designs of some styles of Nike shoes. -Nike brings it authentic self to the market and give the commitment to innovate for a better world. Nike is focusing on creating products that reduce their environmental impact and showcase sustainable...
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