Contemporary Issues in Marketing - Co-Creation in the Case of Nike
Nike: a case of co-creation
Evaluations and Recommendations on the theoretical aspects of co-creation and its implications in the current Nike marketing activities.
Table of Contents
1. Executive Summary....................................................................................................3 2. Company Background................................................................................................4 3. Current Marketing Activity........................................................................................5 4. Evaluation of Marketing Activity...............................................................................6 5. Recommendations.....................................................................................................12 6. Conclusion.................................................................................................................15
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1. Executive Summary Nike is a multinational clothing, footwear, sportswear, and equipment supplier. Nowadays it is the largest seller of athletic footwear and apparel in the world. They employ more than 33,000 people globally and sell products in more than 180 countries around the globe reporting revenues of 19.2 billions of dollars. The mission statement of Nike, as the world 's leading athletic brand is “to deliver innovation and inspiration to every athlete”. Through its current marketing activities, Nike is connecting with millions of customers and sports fans all over the world because of its strategy based on building, promoting and maintaining customer relationships through the use of internet tools. As a consequence, Nike customers take part in the creation of the product in two ways: directly when designing personalized pairs of shoes and indirectly through the information provided within the online community. This type of marketing is called co-creation. Some examples of Nike current marketing activity when making use of such theory are
Evaluations and Recommendations on the theoretical aspects of co-creation and its implications in the current Nike marketing activities.
Table of Contents
1. Executive Summary....................................................................................................3 2. Company Background................................................................................................4 3. Current Marketing Activity........................................................................................5 4. Evaluation of Marketing Activity...............................................................................6 5. Recommendations.....................................................................................................12 6. Conclusion.................................................................................................................15
2
1. Executive Summary Nike is a multinational clothing, footwear, sportswear, and equipment supplier. Nowadays it is the largest seller of athletic footwear and apparel in the world. They employ more than 33,000 people globally and sell products in more than 180 countries around the globe reporting revenues of 19.2 billions of dollars. The mission statement of Nike, as the world 's leading athletic brand is “to deliver innovation and inspiration to every athlete”. Through its current marketing activities, Nike is connecting with millions of customers and sports fans all over the world because of its strategy based on building, promoting and maintaining customer relationships through the use of internet tools. As a consequence, Nike customers take part in the creation of the product in two ways: directly when designing personalized pairs of shoes and indirectly through the information provided within the online community. This type of marketing is called co-creation. Some examples of Nike current marketing activity when making use of such theory are
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