Marketing and Advertising summary

Marketing and Advertising


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Marketing and Advertising is essential for brands to grow (Kryscynski 2015). Nike faces marketing issues due to increased marketing and advertising from competitors such as Adidas. These competitors threaten Nike’s market share due to increased sales and better marketing strategies. Nike should invest more resources in marketing and advertising to outdo competition, grow it market share and increase sales. By investing heavily in marketing and advertising to a tune of 40% in 1 year, the company can maintain its consumer segments and grow new markets since extensive marketing influences customer’s brand perceptions. The company should increase its partnerships with influential athletes to increase endorsements. Since it has dominated the basketball footwear, it should collaborate with such athletes to increase sales and enhance brand loyalty. In addition, it should take advantage of digital platforms to increase brand engagements. As such, it should collaborate with digital influencers to push the brand since they influence purchase decision of their followers. They can also be beneficial in introducing new products to new and existing markets, which will enable the company, acquire more customers, and increase sales (Thompson et al. 2020). These influencers are also essential in enhancing brand reputation among customers through changing their perceptions. Due to Nike’s increased accusations of harassment and poor employment practices, customers may develop poor brand perceptions, which affect their purchase decisions. Nike should use influencers to change brand perception and create high customer loyalty through such digital platforms. 

Moreover, Nike should increase its involvement in large sporting activities. The ongoing major sporting activities such as the NBA are an opportunity to increase brand awareness. The company should introduce new products to the market during the season by increasing its sporting involvement. It should provide better quality products to athletes, which increases its brand awareness and reputation globally. Due to the high injuries experienced by athletes in the previous season, the company should introduce better products during the sports activities to gain large visibility, which will increase sales and revenue. It is an effective offline marketing opportunity, which also contributes to digital marketing through game streaming. 

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