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Nike: Promotional Analysis Evaluation

Nike analysis evaluation on all their promotional aspects as it relates to their customer product, as well as to other promotional audiences: Your analysis should include the following:

What is the communication strategy?
What are the communication channels/media?
Who represents the product?
What is the sales approach?
What examples of sales techniques can you provide?

Also include in your analysis an evaluation of their promotion strategy:

What works?
How could they improve?

Solution Preview

Nike Analysis Evaluation

Nike's communication strategy is to support their brands through creative advertising, event sponsorship, athlete endorsement, and tag lines all integrated with a common feel. For over 22 years Nike has communicated with the consumer to 'Just Do It'. (http://blog.oregonlive.com/playbooksandprofits/2008/07/nike_celebrates_just_do_it_20t.html) as a way to inspire everybody ("If you have a body, you are an athlete" Bill Bowerman, Nike founder) to achieve athletic greatness.

Nike utilizes virtually every communication channel imaginable. Picking up a Runner's World magazine will expose one to several of Nike's communication methods: one can view a print advertisement, read an article about a Nike sponsored athlete (for instance, Kara Goucher or Ryan Hall) talk about training at the Nike Training Facility, or learn about their new watch, Nike Sportwatch GPS (http://gear.runnersworld.com/2011/01/nike-sportwatch-gps.html).

Go online and one will find more examples of Nike's communication channels with their own website (http://www.nike.com/nikeos/p/nike/language_select/), a vast amount of retailers promoting and selling ...

Solution Summary

This detailed solution is an analysis evaluation on Nike's promotional aspects in relation to their consumer products and promotional audiences. It discusses the company's communication strategy, the communication channels/media, who represents the product, the sales approach, and examples of sales technique. It also includes an evaluation of their promotion strategy, what works, and what Nike could improve. It has lots of links and examples.

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