Analysis of communication style, promotion strategy by Nike to reach out to the audience in an effective manner for brand promotion.

1. Group - 2

2. Index
1. Profiling
2. Content Sharing
3. Advertising Strategy
4. Role of influencers
5. Customer Service Growth
6. Recruiting Human processes
7. Employee behaviour tracking
8. Other ways to promote- Sponsorship

3. Company Profile
1. Nike formerly Blue Ribbon Sports, American sportswear company is headquartered
in Beaverton, Oregon.
2. It was founded in 1962 as Blue Ribbon Sports by Bill Bowerman and Philip Knight.
3. They opened their first retail outlet in 1966 and launched the Nike brand shoe in
1972.
4. The company was renamed Nike in 1978 and went public two years later.
5. Nike has retail outlets and distributors in more than 170 countries.
6. It manufactures sportswear, sports equipment, apparels & accessory products.
3

4. Content sharing
1. High quality images.
2. Eye catching quotes or statements that build curiosity.
3. Content about the sportsman via emotional branding.
4. Social values.
5. Relevant hashtags.
6. Following trends
4

5. Advertising Strategies
Brand Tagline: Just do it!
● In 1988, first ad campaign “Just Do It” with value of $20 million, featured 12 TV spots.
● Nike has made many world-class ads which created lots of attention around the globe.
● Partnered with Apple Inc. which has increased brand awareness and international
expansion.
● Endorsing mega stars and celebrities such as Cristiano Ronaldo, Roger Federer in TV
commercials to advertise: Nike Free, Power to your feet
● Various campaigns: Real people, real stories. Example: “Heroes”
● Uses emotional marketing
5

6. ● Nike believes in ‘Pyramid of Influence’
● Preferences of small percentage of top athletes influenced product choices of others.
● To build brand awareness, create content, and drive sales.
● Athletes: Cristiano Ronaldo, Tiger Woods, Rafael Nadal, Kobe Bryant etc.
● Each month, over 1000 influencers tag @nike on Instagram.
● Over 100,000 influencer.
Influencer Marketing!
6

7. Influencer Marketing!
• Nike top the VIT ranking in the US, UK and France by Traackr.
○ 221,739 mentions in the US
○ 44,497 mentions in the UK
○ 13,069 mentions in France
• Nike successfully team up with the popular YouTube channel “What’s Inside?” to
promote their new Air Vapormax series.
o 3.6 million views & 32,000 likes
7

8. How customer service has changed over a period of time?
1. Technology - Nike has established multiple channels through which customers can reach
out the companies like blogs, social media handles, e-commerce websites.
2. Personalisation - Personalized customer service experience using big data and analytics.
3. Time is Money - Customers demand for easy access to information and quick assistance.
4. Reputation Management - Regular social media monitoring can help companies in
managing their reputation well.
5. Customer Centricity - Nike focuses on customer centricity by taking feedbacks and doing
surveys regarding user experience.
6. Innovation - Investing in tools such as social media, CRM to improve their services and
give better customer experience.
8

9. Recruiting Human Processes
Apply:
● REVIEW YOUR WORK
● FIND THE RIGHT FIT
● WORK SMARTER
Meet A Recruiter:
● BE YOURSELF
● LOOK AT THE TEAM
● BE PATIENT
Interview:
● LEARN ABOUT NIKE
● KNOW THE PRODUCT
● DO YOUR RESEARCH
9

10. Tracking Employee Behaviour
1. Nike employees believe in helping the community everywhere they operate. Employees
enjoy the activism they get at Nike.
2. Nike employees also have a strong interest in the environment and sustainability at
Nike. They take decisions based on what is good for future generations will help the
company flourish by using sustainable business approaches.
3. The employees work towards furthering innovation and creativity that suit current
consumer preferences.
10

11. Sponsorship
“No company in the world spends as much money on sports sponsorship as Nike”
● Sponsors athletes especially who are high profile and influential.
● To showcase product attributes on promising platform to draw attention to brand.
● Biggest sponsor of athletes in the world, spend more than $3 billion in athletic
endorsements between 2012 to 2017.
● $1.1 B sponsorship of NFL to outfit players, which makes image as Nike is global
leader in sports apparel market.
11

12. ● Due to endorsement deal with Tiger Woods, Nike Golf Ball division increased profits
by $103 million from 2000 to 2010.
● During Beijing Olympic, to counter Adidas’s sponsorship, Nike received special
permission from IOC to run Nike ads featuring Olympic athletes during the game.
● Helped to ignite sales in Asian region by 15%.
● Nike also donate product to NGOs across the world and make an impact in local
communities & increased likelihood so that they’ll choose Nike.
12
Sponsorship

13. 13