Nike Marketing

Paper Summary:

The paper explores how Nike has been able to capture the attention of all three consumer categories of teenagers, young adults and adults. The paper explains how the teenagers' target market is attracted by brand and Nike's association with their icons, adults are attracted by the high quality of the products and the promotion of a healthy life style through sports and the young adults are attracted by both fashion and emphasis on sports.

Outline:
Executive Summary
Nike for Adolescents
Nike for Adults
Nike for Young Adults
Conclusions

From the Paper:

"Nike is an international brand, among the most renowned global companies and the undisputed leader on the industry of sports wear. Promoter in its industry, Nike has captured the attention of all media, public and scholars for both its successes and failures. Nike is seen as both a business organization as well as humanitarian company, which sponsors numerous charitable events and other social activities. Also, they offer young talents sports scholarships and the chance to become world-known athletes."

Sample of Sources Used:

• Iacobucci, D., 2001, Kellog on Marketing, Chichester John Wiley & Sons
• Goldman, R. and Papson, S., 1999, Nike Culture: The Sign of the Swoosh, Sage Publications
• Solomon, M.R., 2003, Conquering Consumerspace: Marketing Strategies for a Branded World, New York AMACOM Books
• Stroud, D., 2005, The 50-plus Market: Why the Future Is Age Neutral When It Comes to Marketing and Branding Strategies, Sterling VA, Kogan Page
• Washington, R.E. and Karen, D., 2001, Sport and Society, Annual Review of Sociology, Volume 27

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