Successful marketing management of NIKE contributed to the
case analysis of international marketing in terms of managing the variety of
culture in the International marketing arena. Kotler & Keller introduce the
new realities of the international marketing culture by looking at the
evolution of marketing management from 4 P’s Marketing Mix to Modern Marketing
Management 4 P’s. The traditional 4 P’s
which are Product, Place, Promotion, & Price is evolving to 4 P’s Modern
Marketing Management which are People, Processes, Programs, &
Performance.
Nike on the other hand
detects the need to apply evolution in their International Marketing strategy. From the humble beginnings of Philip Knight
(1962) the small company of Blue Ribbon Sports continued their dream of having
a high-tech shoes for runners. Philip Knight’s dream of creating a sport shoes
that will help athlete improve their performance drive Philip to use huge
amount of innovation and science in terms of the production of the shoes. In terms
of the marketing beliefs, Nike believe in the “pyramid of influence” that
people is the ultimate marketers and influencer of the product in the world
market. Consider the diverse culture of the world that Nike Company cannot
grasp all the minute definition of the different cultural backgrounds. To get
all the intangible data related to consumer behavior needs a creative and
complex market data analysis system in order to segment analyze each new
emerging market. The “Just do It”
campaign gathered positive market influence across American market and the
globe. One interesting part of Nike when they execute their PR operations is
the clever PR move of recruiting sports stars when they are still in their
junior years. Example, Michael Jordan who is the known endorser of Nike during
the early years of the company while Jordan is also gaining more basketball
fanatics across the globe. Sharapova, Federer, Nadal, Brazilian Team during the
World Cup 1994 are the famous endorsers of Nike. What is good with Nike Marketing analyst is
the ability of the company to gather data from different market segment and the
up and coming market segments of the product.
When Nike operated their marketing programs
in Asia specifically China, they creatively used the emotional side of touching
the intangible values of the customers in China by hiring Chinese
athletes. The popularity of Yao Ming in
the world of basketball started in the NBA league while Michel Wie dominates in
Golf event and Li Na on the other captured the top seed player list of the WTA
tennis league. Getting these up and
coming stars is not an easy task to analyze. Trade agents for sports
personalities are genius enough to cover the statistical output data for analysis
of each player’s game.
And Nike company are
good in getting and crunching all these analysis to achieve a good endorser of
their product to any given event.
Furthermore, the event of cycling in the tour de France captured the
dominance Nike as a sports product when Lance Armstrong holds the number 1 spot
in the event of cycling. Until today
Nike preserved their value as a company that care about people. When famous boxing icon Manny Pacquio
commented against LGBT rights automatically Nike company withdraw the
endorsement of Pacquio in the main endorser of Nike Internationally. Due to their people oriented value, Nike was
able to acquire Umbro from Europe and many more products from sports. Today Nike is still upgrading their
technology as what would be the next technology in sports shoes.
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