Read the case study below and answer the following questions:

Nike Case Study

Introduction

Nike is a global leader in the athletic footwear, apparel, and equipment industry. The company was founded in 1964 by Bill Bowerman and Phil Knight, and it has since grown to become one of the most recognizable brands in the world. Nike's success is due in large part to its effective marketing campaigns.

History

Nike's marketing campaigns have evolved over the years, but they have always been focused on inspiring people to achieve their goals. In the early days, Nike's campaigns focused on athletes who were breaking records. These campaigns helped to create a sense of excitement and possibility around Nike products.

In the 1980s, Nike launched its iconic "Just Do It" campaign. This campaign was a major turning point for Nike, as it helped to shift the focus from athletes to everyday people. The "Just Do It" campaign was successful because it tapped into the desire of people to achieve their goals.

In recent years, Nike has continued to evolve its marketing campaigns. The company has focused on using social media to connect with consumers and to promote its products. Nike has also partnered with celebrities and athletes to create endorsements that resonate with its target audience.

Question 2 (45 Marks)

2.1. Identify one word that does not align with Nikes brand voice, and explain why? [5 marks]

(a) Innovative

(b) Motivating

(c) Unimaginative

(d) Confident

(e) Conservative

2.2. Discuss the importance of NPD (New Product Development) and how this relates to Nike. [10 marks]

2.3. What are the types of competitors a business faces and provide examples of these types of competitors for Nike. [10 marks]

2.4. Examine how Nike can effectively utilize channels to achieve the following objectives and actions with regard to their customers.

(a) Amplify their reach and impact [5 marks]

(b) Educate their target audience [5 marks]

(c) Recruit new customers [5 marks]

(d) Retain existing customers [5 marks]