According to Jessica’s blog（https://blogs.ubc.ca/jtreagus/2014/09/27/nikes-advertising-position-in-the-world-cup/）, Nike’s wonderful advertising in World Cup gave a hand in dominating role of company, as well as its own campaigning. With these strategy, their unique and iconic products have become a fashion and lifestyle symbol. I agree with Jessica’s opinion, Nike did well in PoD (points of different) and value positioning, because these are what really essential in differentiating Nike from its competitors in consumers’ mind.
For positioning, Nike spent heavily in its own campaign combined with building buzz for its gears, in order to catch investors, organizations (or companies) and consumers’ eyes. Fortunately, World Cup had interest in Nike’s soccer gears and apparel, then cooperated with it, which push Nike to every corner of the world through endorsing by athletes. It’s efficient for Nike to get into consumer’s mind, so demand was boosting even price of products were not that low, as well as profit and market share of the company.
As for PoD, Nike has its unique and symbolic goods, furthermore, its powerful marketing strategies. As I mentioned before, it became the sponsor of World Cup instead of Adidas, so there are many star-style soccer products which are attractive to football fans, that’s what rivals can’t imitate. In addition, Nike heightened brand awareness through buzz. Those are PoDs which superior to rivals.
The effect of the board and these marketing strategy are impressive, the market share, shares, profit and demands are all increased, Nike is really successful as sporting-goods maker in this industry.
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