Nike's marketing strategy is an important component of the company's success. Nike is positioned as a premium-brand, selling well-designed and expensive products. Nike lures customers with a marketing strategy centering around a brand image which is attained by distinctive logo and the advertising slogan: "Just do it". Nike promotes its products by sponsorship agreements with celebrity athletes, professional teams and college athletic teams. However, Nike's marketing mix contains many elements besides promotion.
What does Nike sell?
Nike sells athletic ability and victory.
If you take notice to Nike commercials you will find that they don’t talk about how long the laces last, that manufacturing of the souls or the durability of the leather.
They emotionally connect the drive we were created with, deep inside to push past our limits to achieve something great. What you will see on Nike commercials is a group of kids in the streets playing ball with a stick for the love of the game, a basketball player in the eleventh hour hitting a three on the buzzer to win the championship or the look of determination on the early morning runner’s face as she blazes through her town.
The tangible product or service we all sell is the catalyst that addresses the deeper emotional need.
However is Nike selling their products in a reasonable price in the condition that is made in? I don't think so...
Most people in the world would choose Nike rather then a cheap brand because its known and trustworthy, but this doesn't automatically make the other brands bad and unreliable.
Never judge products by its brand !
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