The WRA Marketing Blog: Nike succeed in marketing strategy

The early 1970s, in the United States jogging heat is gradually rise; millions of people began to wear sneakers. But dominant on the US athletic footwear market was Adidas, Puma and Tiger, they did not realize that this trend of sports shoes market, Nike focused their attention on this market, and selected as a target market, it specializes in the production to adapt to this trend Mass movement sneakers. Nike scored the "iron triangle", the rapid development of new running shoes, and has spent heavily to develop different styles, different prices and multi-purpose products. By 1979, Nike through the planning market and strong marketing of new products, its market share reached 33%, and finally reached the "iron triangle." However, later on, in the past to promote the success of Nike's young consumers have abandoned the sneakers, they are looking for new, less commercial atmosphere products. Nike seems to have trouble this time, the decline in sales, profits decline. Nike drastic reform time has come. So, Nike updated "look" technology, launched a series of new running shoes, sports shoes and focus on a variety of training shoes, outdoor sports department put its sales aligned with the yuppie generation and the new generation of unknown customers. It follows Wu bar is: innovative ideas. In the US, the market is saturated; the only constant innovation of the company can be developed. Nike uses its keen eye to observe the election unravel market, let go on but always stay ahead. Nike uses a market analysis to identify demand of the target market, and then use their technological advantage as far as possible diversification of products to meet different customer needs. Marketing of new products and its strong brand image of Nike have continued success is an important reason.