Brenden Romero
MKTG 411/511
February 5, 2015
Paper Review
1. Problem: Finding better statistical proof to backup claim of Nike having endorsed specific athletes before and after their unwanted attention.
Suggestion: Having this proof behind accusations makes it easier for people to process number facts rather than just statements blaming people for a bad image.
2. Problem: Was stated that “Nike is losing touch with the 18 to 24 year old market segment”, the research objective should focus in more on what that age range bought from their products.
Suggestion: Include in survey questionnaire to figure out what products this age range typically purchases from Nike.
3. Problem: Will the market recognize Nike’s push toward looking for better celebrity athletes to endorse, what campaign needs to be implemented to promote their initial mistake?
Suggestion: Nike would have to come up with a subtle yet effective marketing campaign to not focus on their mistake in endorsements but push for the positive influence they are now aiming towards.
4. Problem: Include in report the trends that other companies follow in regards to these types of situations and what Nike is going to do to not follow in their footsteps.
Suggestion: Make Nike independent and focus in on telling its audience on the idea that Nike not only cares about its younger audience but also how they will not let this happen again.
5. Problem: Less focus on in “addressing the problem” section of hard statistical facts and aiming problem more towards a more broad idea of what lead the market to fall under the image of these athletes.
Suggestion: Focus in on what the athletes did in real world life situations to affect this age range, and how it affected the brand or products.
6. Problem: Needing more evidence in survey of what brand can do to help focus in on what turned customers away.
Suggestion: Having another question focus in more so to help aim the marketing department towards highlighting new endorsers “better qualities” rather than just celebrity image.
7. Problem: Figure out how the view shifted to the customer, typically the brand image will
