WEEK POST

Social listening

Social media platforms are useful tools for marketing today. Companies develop websites and accounts on different social networks to reach their target consumers and attract a brand community. Nike Company has vastly utilized social media. Its use of viral marketing and celebrity endorsements through social media platform has propelled the company towards global dominance in its industry. Alongside competitors such as Adidas, Nike provides sports shoe wear, apparel, and equipment. This paper explores consumers’ view of its product, as well as, its value proposition.

Nike’s product positioning has created a valued perception among its consumers. Its clients purchase its shoes not only for sports reasons but also because it provides quality and trendy shoes for both men and women in different age groups. As such, it brand community highly recommends that potential consumers purchase its products. However, the company is also known for engaging on social issues through its marketing strategy. For instance, Nike recently chose a player who perceived to have disrespected the USA flag by taking a knee. This controversial stance led to many consumers having a negative view of the company’s choice of a celebrity endorser. It is a situation that resulted in many people commenting negatively about Nike on social media networks.

Despite the fluctuations in its image, Nike has developed a value proposition that makes the company attract a significant market share both in the domestic and international markets. Nike ensures that its clients get quality shoes that are developed using the latest technology and quality raw materials. It also guarantees that consumers will have access to trendy shoes that are endorsed by star athletes and celebrities. When Nike provides a shoe product, it delivers value to consumers and never compromises the quality of its products. Though it uses premium pricing strategies, the approach creates a value perception among its consumers.

As noted, Nike recently engaged in social issues about police brutality and black lives matter when it chose Colin Kaepernick as the face of its recent ad. The advert evoked different opinions. For instance, one individual noted that they would like to participate in developing a Nike ad. On the other hand, other individuals felt that choosing Colin Kaepernick was disrespectful to the soldiers who fought and lost their lives to protect the country. Some posted videos of them burning Nike’s shoes while other political individuals stated that the company should not use political issues as marketing strategies. Nonetheless, the controversy did create awareness for the company’s product and led to an increase in its sales.  

Nike is selling sportswear and equipment. The company highly relies on viral marketing and celebrity endorsement to create awareness for its products and increase sales. Since marketing aims to enhance brand awareness and company image, its marketing approach has created fluctuations on these aspects. Its reliance on celebrity endorsement has affected the company’s image, especially where these celebrities are caught in scandals. As a brand manager, developing non-controversial messages and ads would eliminate some issues the company faces. It should not also highly rely on celebrity endorsement as the primary approach to advertising. A mixed marketing strategy should be included. This assignment has enhanced my understanding of marketing. I have learned the need for creating a value proposition and improving brand awareness.