[Case] Nike Marketing Secrets: consumers dreamingSource: Managers share Now, whether the Internet or in the real world, product managers are racking their brains, want to maximize the user's Air Jordan Outlet mental excitation and touch the pain points - and consumers than in the past, nowadays people clearly more critical, less patience and more choices. What is Nike's huge success is how achieved? Create 'JUST DO IT' myth trick is? For what products and marketing strategy to be successful, people usually either addicted to digital models, or into occultism ...... in the 'Culture Strategy: Innovation ideological construct unique culture brand, 'a book, the two marketing scholars Douglas • • Cameron Douglas Holt and insights, but added there is provided a mass consumer trend to find a magic weapon for professionals - - They call this cultural strategy with 'dream.' Holt and Cameron's core research results are: 1, abandon the conventional way of thinking engineers, technicians, and no longer will promote 'the best mousetrap' As the only center of their marketing; 2, successful brand must meet the needs of the ideological field, advocates of these brands must be made to grasp the opportunities of social and historical changes arising from the ideological field - in short, the only way they can 'dream' success. Nike is how to find successful cultural password? 1971 • Phil Knight and Bill Bowerman • sold their first pair of Nike running shoes. 10 years later, the brand's sales reached $ 458 million; Kyrie Irving and after 20 years, they have annual revenues of $ 3 billion. In 2009, 'Business Week' will rank as the world's most valuable brand Nike in the first 26, the brand valuation of more than 13 billion US dollars. Why do consumers believe that the value of Nike's so high many experts Nike as 'the best mousetrap' model? - It that it designed and built the best shoes. But this argument does not Nike Air Jordan 29 fit the facts: the prestigious technological innovation Nike shoe companies far more than one, but not the brand's market success with its synchronization. In the 'cultural strategy' a book, its authors • Holt and Douglas Cameron Douglas • summary of its success: 'The win in a culture of innovation rather than product innovation Nike expressed great success.' Nike indeed sneaker design an important contribution of technological innovation, but occurs only in the initial stage of the company. In the 1960s, a number of companies have the ability to first try new materials and medical science for the design and production of sports shoes, this is 'the best mousetrap' phase of such products - These products are mainly aimed at professional athletes and very serious amateurs. Nike running shoes developed innovative new fiber and soles, and at all costs to please Japan Corporation. These companies indulge in a lot of advanced technology, in fact, the only keep a close eye on the new design is the group of athletes, even a minor feature enhancements are important to them - these people became Nike and several other shoe companies fanaticism fans. For ordinary consumers, these Nike Barkley Posite Max subtle technical differences not matter. Over the past decade, these companies are boasting performance by star athletes, can only make inviting weary consumers. Nike situation at this time, was 'cultural strategy' a book called cultural divide (cultural chasm). By designing a more high performance shoes to meet the specific needs of athletes, Nike has established itself as an influential subculture in runners. But the Kevin Garnett Shoes core of this strategy is not for those athletes consumers who do not work, and these consumers are in the vast majority of the market. How can this gap across Nike? This requires a culture of innovation, not product innovation, the performance of the Nike consumer groups for meaningful than athletes. Nike's innovative marketing strategies based on culture, or a strategy to develop cultural products for consumer dreams, you need to understand the historical background of the 20th Century 70's, the US economy has entered a period of stagflation - the previous gold 25 years, created a social contract the American dream began to unravel. Originally, America's favorite sport is basketball, football sports such groups. However, in the late 1970s, one of the most Lebron James individualistic sport - running suddenly popular. Nike's founders believe that this is not a temporary boom, the successful runners have sensitivity against authoritarianism, the addition of a group project, also fell into the trap of the various institutions. Runners who ran alone, one person alone bear full responsibility for their own success or failure. This ideology - they call personal struggle will, will become the ideological basis for the Nike brand. Next, Nike created a series of ads is no CURRY ONE longer winning track and field competition sports stars as the lead story, but one unknown runners personal stories, the advertising slogan used was 'not the end of the runway' These commercials are A new cultural code of the first excavation. Nike will this cultural code has become a way of appealing to convey the indomitable will of the individual ideology - the final, in 1979, Nike's sales exceeded the Adidas running shoes other innovators was he He flung far behind. Nike is not no in between inertia returned to the 'better mousetrap' logic. To promote outside jogging shoes category, in 1985, Nike and Michael • Jordan signed endorsement contracts, took pains to Nike Air Max design a unique Jordan shoes - which led to its cultural strategy broken. By 1984, Nike has maintained a 44% annual growth rate is over five years, while profits in 1983 and 1985 dropped by more than 80%. By 1987, Reebok sales of $ 1.4 billion to more than $ 900 million in annual sales of Nike. 'JUST DO IT' is how the birth of the myth? Period in jogging shoes, Nike also do not realize that the term should be used Lebron James to express cultural strategy until 1988, Wieden \u0026 Kennedy advertising agency to become Nike's advertising agency, together they developed a kinds of new powerful cultural expression, is 'Just Do It'. From the 1980s until today, the global economic collapse several times, affecting most industries, big companies have merged or closed down. Americans found that she was in a greater risk, more difficult and unsafe work situation - they need to start new cultures. To address this opportunity, Wieden \u0026 Kennedy from the most unexpected places to start excavation, which is African-American Womens Nike KD VI slum. Nike was the most important hit of social Nike Zoom Soldier VIII inequality, most companies in the market are avoided when doing this, not to mention a manufacturer of sports shoes company. In the 1980s, the United States, America's most troublesome urban slums, where most shameful. These neighborhoods are mainly composed of African Americans. Slums are considered the country's most harsh living environment, family fragmentation, gangs breed, racist police, the same school like a prison - this is a ruthless world, the only way to earn a living is the personal indomitable will and street artful. Only sport is the exception, Nike's myth inspired a Nike Air Jordan 4 strong resonance Americans. It tells people, sport provides an equal competitive place, which allows the bottom to get rid Nike Kobe 9 of people through competition harsh living conditions. Get way out of the slums and the success of African-American sports in a way that the most profound impact on the performance of the new American dream. • While Nike's star Michael Jordan is a middle-class families with children from growing up - but he's image in the ad, suggesting he struggled out through the world of poverty. As for the real Jordan is from the slums, it has been irrelevant. This story by the media about so many times, so that in American culture imagination, all the black athletes Nike Air Foamposite One from the slums, and relentless determination to them from the world of reason. Nike in the next decade another one advertisement, convey the mental state of Jordan is deepest, so Americans can find power from the will of Jordan's Cheap Nike Free Outlet personal struggle. They also adopted • Tiger Woods story, their products will be extended to sports such as golf upper middle class - even though Tiger Woods • Only a quarter of African descent, nor is it out of the ghetto streets messy poor children, but the myth of the fabricated using the ideological prejudices. Also, Nike will this myth overcome social discrimination slightly modified later successfully used in Latin America and other countries. It will also for the United States has yet to break through sports - football.