I visited the website of Nike, one of the most widely known sellers of athletic footwear, equipment and apparel in the world. The message that I got from Nike is “if you have a body, you are an athlete”. This is a very clever message because not only is the company trying to target athletes, they are targeting everyone in the whole entire world. Everyone has a body so everyone has the potential to be an athlete. This is also a great boost for kids and young teenagers who realize that there is something that they can do to better themselves and possibly get rewarded for their efforts.
While Nike aims to cater to everyone, I believe their promotional strategy is to sponsor professional athletes, colleges and professional teams first and foremost. This is a big industry that is the potential for great revenue. Nike knows this which is why they are dominant in places such as the NBA and NFL. Athletes needs better shoes and equipment to help them be better at their jobs and Nike is consistently enhancing their products to satisfy this need. For the average consumer that is not a pro-athlete, attention is given to them as well. Nike offers and is constantly enhancing running shoes for the average jogger and is also promoting shoes that help you get through normal everyday activities such as walking.
When Nike was first developed their product only consisted of footwear and they only sold in the United States. By constantly diversifying and enhancing their products like developing new shoes that were better than their competitors, Nike stayed on top of their game. To better satisfy the needs of all their customers, Nike introduced Nikeid. One can go to their website, select any product they want and then personalize it according to their own preferences. This is a great promotional strategy to reach and please everyone in the world.
The needs of professional athletes and...