Strategic Role of Marketing and Brands

Question: Discuss about theStrategic Role of Marketing and Brands. Answer: Organizational Background Nike is an organization oprating in a number of markets across the globe, which provides a wide range of products in the sportswear along with a range of sports accessories. The organization is popular for some of the products like sports shoes, sportswear and sports accessories along with sports equipment. Principal Customers The business strategy of Nike allows it to have a certain target market based on the demographic factors along with the lifestyle of the customers in the market of operation. The three principal customers of Nike consist of the women in their 20s to 30s, young athletes and runners. The organization also targets its marketing and sales strategies on the individuals having a healthy lifestyle including various sports and fitness activities. Apart from the lifestyle and demographic factors, the business strategies of Nike also aim at the profession of the individuals present in the corresponding societies. The professional athletics and footballers are also the target for the business processes of Nike (Mustamil, 2014). Value for the Customers The principal customers of Nike look for the quality of the products sold by the organization along with the innovation utilized in the manufacturing of the products. Nike utilizes a lot of innovative and creative technologies in their products, which are preferred by the customers. The products of Nike provide the experience of high quality sports and fitness apparels to the customers along with the implementation of latest technologies and innovation (Shank, 2014). Customer-Orientation Nike has always been oriented towards the customers in terms of its business strategies and product design. The business strategies of the organization focus on the needs and preference of the customers to a significant extent, which allows the organization to implement a number of innovative and creative solutions in the products sold in the corresponding markets (Mustamil, 2014). Value Proposition of the Products The products sold by Nike provide high quality of fabric and materials along with the latest technologies and innovative solutions. So the major value proposition of the products of Nike is the innovation and creativity of the products in resolving the issues and needs of the customers along with high quality. The products sold by Nike are also manufactured in accordance with the needs and usage of the customers, which in turn allows the customers to get their needs satisfied through the usage of the products sold by Nike (Kapferer, 2012). Brand Value Nike has positioned its products as a brand in the international market through a number of effective marketing strategies. These strategies include the advertisements of the products by the celebrities and sponsoring various sports events along with sponsoring the international football teams. Such a brand image of the organization allows the customers to feel special while using the products of the organization in terms of the high and professional quality of the products. The customers also feel being the part of an international sports community through the usage of the products being sold under the Nike brand (Chung, 2013). References Chung, K.Y., Derdenger, T.P. and Srinivasan, K., 2013. Economic value of celebrity endorsements: Tiger Woods' impact on sales of Nike golf balls. Marketing Science, 32(2), pp.271-293. Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers. Mustamil, N., Chung, H.Y. and Ariff, M.S.B.M., 2014. Determining Brand Personality of Nike Sports Shoes Using Aakers Brand Personality Scale. International Journal for Innovation Education and Research, 2(6). Shank, M.D. and Lyberger, M.R., 2014. Sports marketing: A strategic perspective. Routledge.