Brand Portfolio Project (advertising) Case Study

Brand Portfolio Project (advertising) - Case Study ExampleIn 1964, the first grade of its operation, the caller sold about1300 pairs of billet generating revenues of about $8000 dollars. The company acquired a full-time employee in 1965, with an annual turnover of close to $20000. With the increased sales volume and growth in stock, the company overt its first retail store in 3107 Pico Boulevard in Santa Monica, California in 1966. Because of the rapid growth in revenues and demand for the companys products, the company in 1967 expanded its operations to the East Coast in Wellesley, Massachusetts. As the relationship between Blue Ribbon Sports and Onitsuka Tiger approached its final stages in the year 1971, Blue Ribbon Sports was preparing to launch its new footwear designed by Carolyn Davidson (Frisch 6). In June 1971, Blue Ribbon Sports, branded as Nike first used the whoosh designed footwear, subsequently registering for a trademark and patents of the products. Over time, the c ompany has grown tremendously due to the extensive use of television advertising for their products. Getting into a number of partnerships with different individuals such as John Brown and partners and Wilden+Kennedy, the later who has remained the official advertising agency for the company, Nike has successfully managed to transform its operations from a little(a) company to a multi- meg dollar enterprise (Google finance Web). In the fiscal year 2012, Nike managed revenues in excess of US $24.1 billion. With the increase in product pure tone and focus on customer satisfaction, the once small distributor of athletics wear and apparel currently has a market value of approximately $10.7 billion (Nike Inc. web). This makes Nike the biggest company in the sports and athletics brands, ahead of companies such as adidas. Nikes Mission The companys mission statement drives its growth and success, making it a profitable and high performing organization in the sports business. This forms t he ultimate goal of its operations, gearing its management and employees to work in an enthusiastic way. According to Nike inc. (web), the companys mission is, To bring inspiration and innovation to every athlete in the world. Objectives and Strategies Although initially the company used TV as the dominant advertising strategy, in the recent past a number of strategies drives the advertising campaign of Nike. Among the most significant advertising methods forming the companys current advertising strategy, include meshing marketing, email management technologies and broadcast, methods that the company believes directly influences its target customers. The ability of the company to select reliable media to convey its messages and sell its products to the right people is the main motive for its success. Additionally, the company creatively uses these media forms to complement each other, creating a bigger impact in the market than any other sports company does. As the world started embrace advertising and corporations started using internet as an advertising tool, Nike too launched its website in the year 1997 in a bid to market its products. As the company took its products to the internet-advertising platform, it adoptive an email management system called EchoMail that integrated its emails into one database center. In order to offer its loyal customers personalized services, the company decided to