ADVERTISING CAMPAIGN OF NIKE

Nike is one of the major shoe manufacturers in the world. Nike products have been recognized in almost all parts of the world. There are 3 main products of Nike, sport men shoes, student shoes, and basketball’s player shoes.

To increase selling of product and brand awareness, Nike use TTL (Through the Line) advertising campaign, include:

·         ATL (Above the Line) strategy like promotion in commercial TV, display on billboard, and use printed media advertising

·         BTL (Below the Line) strategy like promote in non media advertising for example internet media site.

I think the advertising campaign strategy of Nike Is very good because it can reach the target market of products, and Nike be a market leader of shoes.

MARKET SEGMENTS AND CONSUMER BEHAVIOR

Before sell the product, it is important to know who the target of the product. The function is to increase the selling of the product.

This is market segment analysis of Coca Cola, we can split the target market in two type:

a.       Demographics segment, include age, sex, religion, income, and life cycle.
Age = target market of Coca Cola is teenager and adult in age 15 – 45 years old

Sex = the people who buy this product is women and men

Religion = this product is halal and can consume by all religion in Indonesia
Income = the target market of this product based for their income is middle or high class society.
Life cycle = the people who buy this product is single or married

b.      Psycho graphics segment, include education and life style
Education = based on their education the target market of this product has high of education, because people who has high education can choose the good product
Life style = this product is suitable for people who life in glamour life style

Consumer can buy this product anytime they want or when they has a activity. They can buy this product in store near their house which sells this product, in mini market, super market, or in hypermarket. They can buy directly or call the store.