Nike Air Max 87 is a main factor to Europe, or market is enough big, has 280 million potential customers of the scale. The European average purchase amount only americans shoes, a third of the average per person per year of ownership for two pairs of shoes, the American people will have four double. Whether basketball, football, tennis, running, or other sports occasions, europeans from beginning to end only buy a pair of wear it to the end. Nike found that, if americans buy shoes in accordance with the model, to change the purchase of the European market potential, which should be expanded to the original again three times as much. The first step of Nike European strategy is according to the state don't the market potential of and love in the market of the status of the nelson dida is divided into four categories. The first kind is called the front line of the battle zone. The second type resistance war zone, better market potential. The third kind for levee war zone, a potential market, competition is intense, must spend a lot of money to promote the brand. Finally a war zone, such as the depth of the levee called: France, Italy.
shoes in Europe sales growth engine is not dealers, but media advertising be caused by. The advertising budget from 1982 in to 1988 with millions of dollars of $120 million. Phil. Nate think Nike marketing strategy pattern is too small, and decided to sharply increase and top athletes and sponsorship deals signed spokesperson, match at the same time, expand brand marketing activities of the touch consumers in depth and width. The move caused consumers very positive response: if these top star all think that Nike is good shoes, so i should also wear Nike. Global TV channel is the most important media, Nike is the extra large size of this channel advertisers. MTV is European teen and young adult population of the most Miami TV programs, Nike surreal advertising expression, a gun and red, popular, easily grab their identity. Nike is concerned, it's appeal to the ticket, both to maintain the consistency of the brand image, and won the young people to love. Nike are different. Apparently, with the tactics of the Nike American line in Europe is limited. The key lies in the strategy must be consistent with the European culture, sports shoes is a global industry, strategy should be on European countries as a single market. Therefore, it is the company of Nike global enterprise, and for the transformation of the company is not in the international department to operate the European market. Just marketing strategy point of view, the transformation of the Nike also must follow means route to turn, the past in the united states mainly into Europe, the basketball to football as the core. The past Nike only sales in the united states, now then need to be strongly urged the world brand impression. Just Do it advertising activities also made some adjustments, will European culture-opera, and American culture-super star, fuses in together. In order to successfully control of the united states and Europe between the Nike, and the vuitton activities.
Kennedy also is only a BoLanJi little advertising company, the first step out of the United states, in Amsterdam in the Netherlands, the first set up a European branch, and with McCain advertising company strategic alliances, and through its global database and marketing research ability, the further understanding of the European market. Nike in marketing step out of the biggest step is the development of new products, with women shoes development global all important football market. Cut the market strategy process is: the sports sponsorship for the top athletes, try our best to use every media shape their style, personality and Nike brand, and the sales Nike shoes and sports clothing. This is also the cheap nike air max market has become a global dominance not two secret.
