Marketing, Consumer objectives, Promotional objectives
...mselves through our “Nikeid” program which gives the consumer the freedom to customize their footwear, and only look at shoes that appeal to them. “Nikeid” gives us as a company the ability to keep track of what our consumers are buying and browsing. When our customers look at our company we want them to see that our mission is to be a company that surpasses all others in the athletic industry. We will maintain our position by providing quality footwear, apparel and equipment to institutions and individual consumers of all ages and lifestyles. We want to make our products easily available worldwide through the uses of retail outlets, mail order and our company web site. Nike believes that our success lies in the hands of our teammates, costumers, shareholders and the communities in which we operate. We vow to keep this in mind with the execution of every decision within our company. Promotional Strategy B Through our pride and work ethic Nike has provided our consumers with the best quality product in the world. Nike’s brand images, including the Nike name and the trademark Swoosh, are considered to represent one of the most recognizable brands in the world. This brand power creates bottom-line revenues. The Nike name and Swoosh symbol has appeared everywhere from players’ shirts, pants, and hats to stadium banners and walls. Aggressive advertising campaigns with celebrity endorsements such as Tiger Woods, Marion Jones and Michael Vick, have shown that the top athletes in the world are using our products on an individual basis. We are also spending money to show devotion to team products. Our team brand presence could be seen at the 2004 NCAA Basketball tournament when 42 of the 64 teams participating wore...