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Who is the organization’s target public?
Target public or in other words target customers are the individuals for whom products and services are created by business units. Therefore, going by that definition, Nike’s products target athletes. Due to the limitations of the physical body, athletic activities are suitable for the young and the energetic. Therefore, the older people in the society are out of the company’s target.
From a marketing point of view, the company uses world class athletes like Lebron James and Tiger Woods for image purpose (Lebron James: a decade in the making 2013). These athletes are role models to the younger people in the society. Using those and other strategies, the company has managed to successfully target young people. (Silk 2006, p. 34-52).
To whom does the organization need to communicate?
To maintain good public relations, the organization needs to maintain a good communication process with all its stakeholders. Making customers to understand how valuable Nike’s products are, is a key to the company’s sustainability (Bernays 1952, p. 2-23).
Since the company’s target customers are the young, it should design an effective way of communicating to them. For instance, young people do not like reading news papers but are addicted to the internet. Using that information, the company should focus on the internet as their marketing platform. That way, amost all the young people will receive the intended message (Spalton 2010, p. 58-60).
The rationale for choosing target public
Targeting a customer is an effective way of meeting their needs because production is made with customers’ interest at hand (Spalton 2010, p. 58-60). Nike’s decision to target young people is driven by meeting a need thereby closing a market gap. Another rationale for the target public is to develop both brand, image and create a relationship.
The company has successfully managed to associate itself with young people in the society by targeting athletes who are majorly young people in the society. Brand is a very important aspect of products since it creates the difference between one product and others.
The market is full of products that serve similar purposes and therefore it is important for a company to distinguish its products from others for the sake of easy recognition by customers (Spalton 2010, p. 58-60).
List of References
Bernays, E, L 1952, Public relations, University of Oklahoma Press, Norman. Lebron James: a decade in the making 2013. Retrieved from https://news.nike.com/
Silk, A, J 2006, What is marketing?, Harvard Business School Press, Boston.
Spalton, P 2010, Marketing secrets, Collins, London.