Jessica Li's Blog

How did Nick succeed in attracting customers? Creating customers’ loyalty? And maintain a superior position in the industry?

1. Business sustainability

As Global warming has become a very hot topic these days, all businesses are trying their best in finding ways for business sustainability! To safe the business, safe all their customers, and safe the whole world. Nike has taken action in it as well. “On ‘safe products and services’, Nike is required to ensure the safety of its products for those who manufacture them, as well as for the end users.” Nike continues its effort in eliminating PVC in its products. In addition, Nike has been investigating options for improving its energy efficiency. “Nike has saved up to $100,000 for the company, 2 million kilowatt-hrs and over 2,000 therms of natural gas by applying the ‘Earth Advantage‘ into their new buildings in Oregon.” Other than their energy use during production, Nike has also controlled its material use during the production. It encourages the use of organic cotton in its production and also limits the amount of waste from its large production all over the world, taking the lead for the sustainable business world.

One example Alexandra Lam gave in her Blog post about Lexas also includes how they use ‘green’ material to sustain the business. They use the same idea of implementing recyclable material on shoes that saves the environment as well as their customers and business. However, that’s only a simple example to showcase how the sustainable image is important to businesses. I strongly agree with her that business vitality is playing a great role as they all follow a trend of fashion while marketing themselves, and also the fact that consumers look more to the company itself more, nowadays, as compared to only the product. How consumers choose a brand and how they like the company instead of their competitors? Marketers all pay much attention to these factors. They must create an image of their company, to the customers, that this company fits more to the potential customers’ lifestyle than any other alternatives! and that is, as both Alexandra and I believe, is sustainability!

2. Attract customers and grabbing consumer loyalty — How do they promote??

They use the strategy of promoting customers’ self-esteem value adding to give customers a first impression of Fast and Strong! By making customers themselves feel Fast and Strong will promote the customers to think in the same way as the Nick co. This way of marketing uses the same idea of creating a “same lifestyle” image as the sustainability one, but this time not lifestyle, but self-esteem. Everyone requires this self-esteem as to dreaming for almost the top of human wants in Maslow’s hierarchy of needs by being fast and strong themselves in the competitive market.