Nike Brand Anasysis
Memorandum | | | | | | | To: Morgan Fritz | | From: Baden Roth | | Copy to: James Shoflz | | Department: Marketing Intern/Research | | Date: October 21st/2011 | S | Ext: - Perry Broome - Fanshawe College | |
Memorandum | | | | | | | To: Morgan Fritz | | From: Baden Roth | | Copy to: James Shoflz | | Department: Marketing Intern/Research | | Date: October 21st/2011 | S | Ext: - Perry Broome - Fanshawe College | |
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Dear: Morgan Feltz,
I am an intern here at Nike HQ in Los Angeles and I have decided to write to you today a consumer brief that identifies our strong points within the Nike Brand, a strong sports brand that has expanded to high-end sports appeal reaching many demographics and psychographics as well. It is understood that psychographics identify personality characteristics and attitudes that affect a person 's lifestyle and purchasing behavior. Psychographics are psychological profiles of potential customers in a market that focus on attitudes, interests, and personal opinions or perspectives, Nike’s success is no accident. Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets. I will be sharing with you my thoughts on our target market as well as looking at recent print ads that keep the brand’s integrity strong.
Thank you
Baden Roth
Brand Marketing Intern
Our Consumers reach decisions in a number of ways. This depends heavily on the amount of involvement our consumers have with our product. As we are in the game of sports equipment and athletic wear our targeted consumers are looking at a number of key factors while purchasing the Nike brand for their active lifestyles. From the financial risk that they take to the social and performance risk, these become evident in each purchase.
Financial Risk: Our
Memorandum | | | | | | | To: Morgan Fritz | | From: Baden Roth | | Copy to: James Shoflz | | Department: Marketing Intern/Research | | Date: October 21st/2011 | S | Ext: - Perry Broome - Fanshawe College | |
here
Dear: Morgan Feltz,
I am an intern here at Nike HQ in Los Angeles and I have decided to write to you today a consumer brief that identifies our strong points within the Nike Brand, a strong sports brand that has expanded to high-end sports appeal reaching many demographics and psychographics as well. It is understood that psychographics identify personality characteristics and attitudes that affect a person 's lifestyle and purchasing behavior. Psychographics are psychological profiles of potential customers in a market that focus on attitudes, interests, and personal opinions or perspectives, Nike’s success is no accident. Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets. I will be sharing with you my thoughts on our target market as well as looking at recent print ads that keep the brand’s integrity strong.
Thank you
Baden Roth
Brand Marketing Intern
Our Consumers reach decisions in a number of ways. This depends heavily on the amount of involvement our consumers have with our product. As we are in the game of sports equipment and athletic wear our targeted consumers are looking at a number of key factors while purchasing the Nike brand for their active lifestyles. From the financial risk that they take to the social and performance risk, these become evident in each purchase.
Financial Risk: Our
References: Nike, Inc. (2011, November 20). Retrieved November 21, 2011, from http://www.academon.com/Essay-Nike-Inc/71883 Authers, John. “Bathed in Reserves of Optimism.” Financial Times. March 21, 1998. Garfield, Bob. “Ad Review.” Advertising Age. January 19, 1998. Kapner, Suzanne. “Market Savvy with Sneaker Glut at Stores Easing, Nike is Slowly Getting Back on its Feet.” Los Angeles Times, July 4, 1998. O’Leary, Noreen and Joan Voight. “Goodby Pitches Ideas for Brand Nike.” Adweek, November 10, 1997. Soloman, Jolie. “When Nike Goes Cold.” Newsweek. March 30, 1998. Gill Friend. (2010, March 14). Nike: Innovation through partnerships and redesign throughout the life cycle. Retrieved from http://www.iehn.org/publications.case.nike.php The SHoe Game. (2011). Nike history. Retrieved from http://theshoegame.com/Nike-History.html