Nike Gets into India
Javier Correas — February 27, 2007 — Lifestyle
References: youthcurry.blogspot
Yes, first it was the football market and now it seems they go straight to Indian market, concretely to the Cricket market. This is the national sport in India, a country where Nike goes behind Adidas and Reebok, taking "just" a 15% of the cake. How are they planning to do it? Well first by signing a contract to be the official apparel sponsor for Team India for the next four years. They started last year with a new line of sports apparel for cricket players in India, and now they go step by step with a campaign similar to that spots for football (right, soccer), that in this case will devore about $1 billion in the next five years.
As an example of this kind of campaigns they have launched before, there it goes the ad where a group of guys start playing a cricket game in the middle of a huge traffic jam somewhere in a street of India. This kind of ads worked well for Pepsi and for Nike as well for football so... Why wouldn't they work in the large semi-continent for cricket? The costs are worth it when we realize we talk about a billion people nation...
As an example of this kind of campaigns they have launched before, there it goes the ad where a group of guys start playing a cricket game in the middle of a huge traffic jam somewhere in a street of India. This kind of ads worked well for Pepsi and for Nike as well for football so... Why wouldn't they work in the large semi-continent for cricket? The costs are worth it when we realize we talk about a billion people nation...
Trend Themes
1. Cricket Apparel - Nike has launched a new line of sports apparel for cricket players in India, indicating potential for a disruptive innovation opportunity in the world of cricket clothing and accessories.
2. Innovative Marketing Campaigns - Nike's creative marketing campaigns that work well for advertising product for other sports might indicate potential for disruptive innovation opportunity in cricket, hinting at using creative campaign and advertisement for the expansion of the product.
3. Sportswear Sponsorship - Nike's contract to be the official apparel sponsor for Team India might present a potential disruptive innovation opportunity for sportswear branding strategies, hinting at using sponsorship to increase product reach and market shares.
Industry Implications
1. Sportswear Industry - The success of Nike's entry into the Indian sportswear industry shows potential for disruptive innovation opportunity in the industry, where brands can aggressively target national sports to expand their market shares.
2. Cricket Industry - Nike's expansion into the cricket industry in India might present a potential disruptive innovation opportunity for the industry's growth; as a result, cricket can become more mainstream globally, in countries such as the United States and Canada.
3. Marketing and Advertising Industry - The effectiveness of Nike's advertising campaigns for football and cricket in India might present a potential disruptive innovation opportunity for companies in the advertising and marketing industries to develop unique brand marketing strategies.
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