Summerry

Nike is a major publicly traded sportswear, footwear and equipment supplier based in
the US which was founded in 1962 originally know as Blue Ribbon Sports. Nike is the
world leader in the manufacturing of sportswear and gear with more than 47 market
shares across the global

In 2007, Nike became the sole uniforms supplier of over 100 soccer team
all around the world. In 2008, Nike sponsored most of the Chinese team in
Summer Olympic and made a great contribution to its revenue in the Asian
region. To develop the business, Nike entered different athletic footwear.

For example, the Golf brand endorsed by Tiger Woods and the tennis
brand aligned with Maria [Link] with Lance Armstrong achieve
great success for both company and Armstrong personal fulfillment.

To promote basketball shoes and apparel, Nike formed a partnership with

Foot Locker to create a chain of stores. Nike developed its new technology
Nike + and cooperate with Apple to make it become the Normal’s largest
Running club.
It hosted the largest global virtual race in the world in 2008 and 2009.

However, Nike is not only a good seller but also a low- pitched CEO-
friendly brand. Now Nike has expanse different sports categories and
become a successful company with revenues over $19 billion.
Nike is a major publicly traded sportswear, footwear and equipment supplier based in
the US which was founded in 1962 originally know as Blue Ribbon Sports. Nike is the
world leader in the manufacturing of sportswear and gear with more than 47 market
shares across the global ([Link], 2011).

Nike produces a wide range of sports equipments such as running shoes, sportswear,
football, basketball, tennis, golf, etc. Now Nike follows the global fashion trends and is
well known and popular in the youth culture and hip hop culture to supply some fashion
products. Nike recently teams up with Apple Company to produce the Nike+ products
which can monitor a runner’s performance through a radio in the shoe that can link to
the iPods. Besides that, Nike also becomes the top of three companies which are
climate-friendly companies which build better image to customers. 

Nike’s excellence marketing strategies are their energy to achieve their market goals.
Nike believes the “pyramid influence” that the preferences of a small percentage of top
athletes influence the product and brand choice. So Nike contracted with many athletes’
spokesperson, professional teams and college athletic teams to advertise and promote
their products to customers. Nike seriously pay attention on the technology producing,
design and selling such as e-commerce, high-tech running shoes, Nike+ with Apple, etc.
Nike outsourcing their products most of the factories are located in Asia such as China, 

2.0 PROS OF NIKE’S CORE MARKETING STRATEGY

2.1 Distribution
More efficient product distribution is the more sales and thus more profits. The delivery
of the right products and at the right time to the customers is not only effect the utility
but also leads to high level of consumer’s satisfaction and loyalty. Nike distributes its
products on different level basis.

2.2  Advertising and Promotion

Nike makes contracts with some celebrity athletes which can draw attention to their
products such as Tiger Woods, Ronaldo. This has created a relatively high level of Nike’s
awareness. Besides that, Nike also employed a large amount of advertisements 
Their aggressive advertising campaigns, celebrity endorsements and quality products all
enhance their brand and image
2.3 Price
Nike targets on the consumers who care more about the utility and quality of the
products rather than the price. The customers who consider a product to be high quality
are likely to pay the high price more often and consistently. Once the consumers develop
the product intimacy, they come to associate their person with the products and will pay
whatever price quoted on the products.
2.4  Market Segmentation and Target
Most of the consumer of Nike’s products is mainly athletic. Their segmenting market
typically target’s athletes, both women and men from the age 15 to 35. Nike’s targeting
market is active people who enjoy high quality sporting goods, especially footwear.
Nike focuses on the athlete more than any group of individuals even though it also target
on the youth. This strategy is especially successful because of its ability to reach a large
number of athletes.

3.0  CONS OF NIKE’S CORE MARKETING STRATEGY

high cost incurred, influence of spokesperson, and competitors.

3.1 Costly
Since Nike has implemented several marketing strategies, it had incurred high costs in
producing and promoting its products and advertising

3.2 Influences of spokesperson
Nike prefers to have high profile athletes as its endorsers, The athletes had positive and
negative influence on changing consumer preferences and also consumers’ buying
decisions.
 . On the other hand, if the athlete were caught in drug addicted or any immoral attitude,
it will affect the customers not to buy Nike’s products, thus will affect Nike’s sales,
revenue and profit
3.3 Intense Competitors
Nike is mainly focus on footwear for men and women who between 15 to 35 years old,
while Adidas is specialize in footwear for men, women and children between the age of
10 to 30. 
Nike distribution strategy is mainly focus in domestic market which is United States of
America, whilst Adidas’s main office is located at Germany, but it focus in European
market. Therefore, Nike should distribute its products to more region and countries in
order to capture more potential customers 

RISK
The major risk was that there was no explicit display of being eco-friendly product in an attempt
to maintain the slick, high-tech image of the brand. This could later discourage the
environmentally conscious consumers.
to think twice before investing in that brand, as they would not be aware of the eco-friendliness
of the products.

if you were Adidas, How would you compete with Nike?

The development of a product line of smart shoes

• Asia and Latin America are some of the major markets that have still not been used by Nike.
Adidas can utilise this to their advantage by sponsoring the teams from these regions and
become market leaders in these populous areas.

the brand can also consider launching a new line of sportswear, which will not only be
fashionable but also be ethical and sustainable when the manufacturing procedures are
concerned. This will further enable to attract those environmentally conscious customers as they
will prefer to use products that have the label of being eco-friendly on them.
Google
With a portfolio as diverse as Google’s, what are the company’s
core brand values?
Ans: With a diverse portfolio, Google has its underlying core brand
values. These core brand values are as follows –
Good Work Environment:
Google hires great people and expect a lot from them in return.
They also try to create an environment where people can prosper
and grow. They treat their people with justice and respect; share
and welcome ideas openly.

Offering Prime Online Services:

Google adds value by providing tools to the advertisers’ better

target their ads and better understand the effectiveness of their
marketing. like Google Analytics, provides detailing how Internet
users found the site, what ads they saw and/or clicked on, how they
behaved while there and how much traffic was generated.

Technology & Innovation:

Google always apply their technology and creativity to solve

important problems and come up with new ideas. As a result they
are in a quest of building the world’s best technology and products.

Marketing Asset Management:

Google supports a style of marketing in which the advertising

resources and budget can be constantly monitored and optimized.

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Sullivan University
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Marketing Excellence_Google - Marketing Excellence Google 1 With a portfolio as diverse as Googles what are
the companys core brand values Google has

Marketing Excellence_Google - Marketing

Excellence Google 1...
View full document
Marketing Excellence – Google1
.With a portfolio as diverse as Google’s, what are the company’s core brand values?

Google has diversified from being a search engine when it started in late 1990’s to widerange
of products and services. They are classified into five categories: desktop products,mobile
products, web products, hardware products, and other [Link] company has listed its 10
core values on their website and they say they revisit them often just to see if they are still
working within the realm of those core values. The 10 values listed are:
Focus on the user and all else will follow.
It’s best to do one thing really, really well.
Fast is better than slow.
Democracy on the web works.
You don’t need to be at your desk to need an answer.
You can make money without doing evil.
There’s always more information out there.
The need for information crosses all borders.

Core values are an important part of an organization. They define the organization's future
goals and decision-making process. Google's co-founders Larry page and Sergey Brin have
expressed Google's core values as "Don't Be Evil".
Core Values of Google are
1. Google work with great people.
2. Technology innovation is google lifeblood.
3. Focus on the user and all else will follow.
4. You can make money without doing evil.
5. Don't take success for granted
6. There’s always more information out there.
7. Earn customer and user loyalty and respect everyday.
8. Sustainable long-term growth and profitability is key to success.
9. Google cares about and supports the communities where they work and live.
10. Google aspire to improve and change the world

In 1998, two Stanford University PhD students, Larry Page and Sergey Brin, founded a search
engine company and named it Google. The name plays on the number googol—1 followed by
100 zeroes—and refers to the massive quantity of data available online . Google’s corporate
mission is “To organize the world’s information and make it universally accessible and useful.”
From the beginning, Google has strived to be one of the “good guys” in the corporate world,
supporting a touchy-feely work environment, strong ethics, and a famous founding credo: “Don’t
be evil.” . These advertisers drove Google’s revenue by buying “search ads,” little text-based
boxes shown alongside search results that advertisers pay for only when users click on them.
Google’s search ad program, called Ad Words, sells space on its search pages to ads linked with
specific keywords. AdSense, which allows any Web site to display targeted Google ads related to
the content of its site.. Google Analytics, help how Internet users found the site, what ads they
saw and/or clicked on, how they behaved while there, and how much traffic was generated.
Google client Discount Tire was able to identify where visitors encountered problems that led
them to abandon a purchase midstream. After modifying its site and updating its keyword search
campaign, Discount Tire measured a 14 percent increase in sales within a week. With its ability
to deploy data that enable up-to-theminute improvements in a Web marketing program, Google
supports a style of marketing in which the advertising resources and budget can be constantly
monitored and optimized. Google calls this approach “marketing asset management,” implying
that( Accourding to google advertising should be managed like assets in a portfolio depending on
the market conditions. Rather than following a marketing plan developed months in advance,
companies use the real-time data collected on their campaigns to optimize the campaign’s
effectiveness and be more responsive to the market. Over the past decade, Google has
expanded far beyond its search capabilities with numerous other services, applications, and
tools. It creates and distributes its products for free, which in turn provide new opportunities for
the firm to sell additional targeted advertising space. Since 97 percent of Google’s revenues
come from online advertising, new advertising space is critical to the company’s growth. Google’s
wide range of products and services fall into five categories: desktop products, mobile products,
Web products, hardware products, and other products. Desktop products include both stand-
alone applications such as Google Earth (a virtual globe that uses satellite imagery and aerial
photography), Google Chrome (a Web browser), and Google Video/YouTube (Google acquired
the video hosting site YouTube in 2006 for $1.65 billion), or desktop extensions such as Google
Toolbar (a browser toolbar). Mobile products include all Google products available for mobile
devices. Web products are broken down into the following subsets—advertising (e.g., AdWorks,
DoubleClick, Clickto- Call), communications and publishing (e.g., Google Docs, Google
Calendar, Google Gadgets, Wave), development (e.g., Android, Google Code), mapping (e.g.,
Google Sky, Google Maps), Search (e.g., Google Dictionary, Google Alerts, Google Scholar),
and statistics (e.g., Google Trends, Google Analytics). Google’s stage of development starts
within Google Labs, which lists new products available for testing. It next moves to beta status,
where invited users test early prototypes. Once the product is fully tested and ready to be
released to the general public, it moves into the gold stage as a core Google product. Google
Voice, for example, is in the beta stage. It provides consumers with one Google phone number,
which then connects to the user’s home, office, and cell numbers. The user decides which
phones ring, based on who calls. Due to Google Voice’s complexity and popularity, users can
sign up only by invitation. Google has not spent a lot of money on traditional advertising. Recent
efforts have targeted Microsoft consumers with appeals to use Google’s “cloud computing”
applications instead of Microsoft Office or Windows. By “Going Google,” a user can access all of
his or her documents and applications via a Web browser instead of owning the physical
infrastructure and software. In addition, in 2009 Google launched its first-ever television
commercial for Google Chrome, an alternative to Microsoft’s Internet Explorer Web browser.
Google is also betting big in the mobile category. With its 2008 launch of Android, a mobile
operating system, Google went head-to-head with Apple’s iPhone. Although many still prefer
Apple’s platform, even critics have praised Android’s benefits. Most importantly, Android is free,
open sourced, and backed by a multimillion-dollar investment. That means Google wants its
partners to help build and design Android over the years. In addition, the iPhone is available only
through AT&T in the United States, while most of AT&T’s competitors support Android phones. If
Google influences millions of new consumers to use smart phones, it could make billions in
mobile advertising. One analyst stated that Google “is trying to get ahead of the curve with these
initiatives so when [mobile advertising] becomes mainstream, Google will be one of the major
players, and display is a key growth area for Google.” Google’s goal is to reach as many people
as possible on the Web—whether by PC or by phone. The more users on the Web, the more
advertising Google can sell. Google’s new products also accomplish this goal and make the Web
a more personalized experience. One program allows users to mark their current position on
Google Maps, click the local tab, and receive information about local restaurants, bars, and
entertainment venues. Google has enjoyed great success as a company and a brand since its
launch. When it experienced an hour-long outage in 2009, worldwide Internet traffic decreased
by 5 percent. In 2009, Google held a 65 percent market share in search in the United States,
significantly greater than second place Yahoo!’s 20 percent market share. Globally, Google held
a more dominant lead with 89 percent market share versus Yahoo!’s 5 percent and MSN’s 3
percent. Google’s revenues topped $21 billion in 2008, and the company was ranked the most
powerful brand in the world with a brand value of $86 billion.