Nikes markedsføringsstrategi | Ting at lære fra dengang til nu

Nike is the market leader in terms of sports apparel and shoes. The success of Nike is based on not only their ultimate and functional designs but also the millions of dollars spent on marketing campaigns. The marketing strategy of Nike is excellent in many facets and has valuable lessons to learn from. From its humble beginnings as a small sports shoe company to its current status as a global behemoth in the athletic apparel industry, Nike’s journey has been worth penning down in detail.

Indholdsfortegnelse

• Nikes marketingstrategi: Marketingmixet
• Nikes markedsføringsstrategi: Fra standardisering til lokalisering
• Nikes digitale marketingstrategi
• Nøgleforsøg
• Ofte stillede spørgsmål

Nikes marketingstrategi: Marketingmixet

What are the key components of Nike’s marketing strategy? The STP management of Nike starts with the 4Ps, product, place, promotion, and price, all marketers know about that. But what makes it different? Let’s break it down to do a brief analysis. 

• Produkt: Let’s be honest, compared to other footwear brands, Nike products are aesthetically unique in design, with undeniably high quality. And Nike has taken pride in maintaining this reputation in the industry for decades.
• Pris: Det er et glimrende træk for Nike at implementere forskellige prisstrategier baseret på deres segmentering. 
  • Værdibaseret prisfastsættelse: Nike mener, at det at sælge ting til den lavest mulige pris måske ikke øger salget, tværtimod er fokus på at bringe varer af højeste kvalitet til den rigtige pris den bedste måde at levere en problemfri kundeoplevelse på. 
  • Premium priser: Hvis du er fan af Nike, drømmer du måske om et par Air Jordans i begrænset oplag. Dette design tilhører Nikes premium-pris, hvilket hæver produkternes opfattede værdi. Denne prismodel for varer har til formål at skabe en høj grad af mærkeloyalitet og banebrydende teknologi.
• Promotion (forfremmelse): According to Statista, in the 2023 financial year alone, Cost for Nike’s advertising and promotion amounts to approx. 4.06 billion U.S. dollars. That same year, the company generated over 51 billion U.S. dollars in global revenue. The numbers speak for themselves. They use a range of promotion strategies such as influencer marketing, sports events sponsorship, and advertising to create strong, emotional connections with their customers. 
• Place: Nike sælger de fleste produkter i Nordamerika, Vesteuropa, Stor-Kina, Japan og Central- og Østeuropa. Dets globale distributionsnetværk fra producenter til distributører, detailbutikker og online e-handelsplatforme fungerer effektivt, hvilket gør det overkommeligt i mange lande. 

Nikes markedsføringsstrategi: Fra standardisering til lokalisering

Når det kommer til internationale markeder, er den første ting at overveje standardisering eller lokalisering. Mens Nike standardiserer mange af deres skomodeller og -farver verden over som en global markedsføringstilgang, er historien dog anderledes for promoveringsstrategi. Nike bruger tilpassede marketingstrategier til at tiltrække kunder i forskellige nationer. 

Hvilken marketingstrategi bruger Nike i visse lande? For eksempel i Kina fokuserer Nikes marketingstrategi på at promovere sine produkter som et symbol på succes og status. I Indien fokuserer virksomheden på overkommelighed og holdbarhed. I Brasilien understreger Nike vigtigheden af ​​passion og selvudfoldelse. 

Derudover bruger Nike også forskellige marketingkanaler i forskellige lande. I Kina er virksomheden stærkt afhængig af sociale medier og influencer marketing. I Indien bruger Nike traditionelle reklamekanaler som fjernsyn og print. I Brasilien sponsorerer Nike store sportsbegivenheder og hold.

Nikes digitale marketingstrategi

Nike har traditionelt fulgt en direkte til forbruger (D2C) tilgang i stor stil siden etableringen, hvilket indebar at afbryde båndene til nogle detailhandlere i 2021 for at styrke dets direkte salg. However, the brand has recently made a transformative change. As reported by the Wall Street Journal earlier this month, Nike has revived its relationships with the likes of Macy’s and Footlocker. 

“Our direct business will continue to grow the fastest, but we’ll continue to expand our marketplace strategy to enable access to as many consumers as possible and drive growth,” said CEO John Donahoe. The brand is now focusing on reaching a broader customer base through digitale innovationer og sociale medier. 

How does Nike use digital marketing? Nike has played big in socials. it has increased the digital part of its business to 26% this year, up from 10% in 2019, and is on track to achieve its target of being a 40% digital business by 2025. The brand’s social media game is at the very top of its respective genre, with 252 million Instagram followers alone and millions more on other social media platforms.

Nøgleforsøg

Nikes marketingstrategi har implementeret effektiv STP, segmentering, målretning og positionering og opnået enorm succes. Det er et godt eksempel at lære af for at være bæredygtig i en konkurrencepræget industri som den. 

How to make the customer retention rate higher? There is no better way than to encourage customer engagement in any company’s activities. For a successful event, let’s try something new and innovative like a live presentation like AhaSlides. Du kan bruge live-afstemninger til at indsamle offentlige meninger eller et spinnerhjul til at give gaver væk tilfældigt i realtidsinteraktion. Tilmeld dig ẠhaSlides nu og få det bedste tilbud. 

Ofte stillede spørgsmål

Hvad er eksempler på Nikes markedssegmenteringsstrategi?

Nike has successfully implemented market segmentation into its business strategy, which involves four categories: geographic, demographic, psychographic, and behavioral. Take for example its 4Ps customized strategy based on geographic elements. For example, Nike’s promotional commercials in England focus on football and rugby, while in the United States, the commercials highlight baseball and soccer. In India, the brand promotes cricket sportswear and equipment through its TV advertising. This approach has helped Nike cater to the preferences and interests of its target audience in different regions, leading to increased brand awareness and sales.

What is Nike’s push strategy?

Nike’s push strategy is about being a digital-first, direct-to-consumer (D2C) company. As part of its D2C push, Nike aims to reach 30% digital penetration by 2023, meaning 30% of total sales would come from Nike’s e-commerce revenue. However, Nike blew past that goal two years ahead of schedule. It now expects its overall business to acquire 50% digital penetration in 2023.

ref: Marketinguge | Coplan