Compare and contrast the marketing strategies of two companies Essay - 1

Compare and contrast the marketing strategies of two companies - Essay Example Nike is a major sports brand in the United States that manufactures different types of sports gears and equipment. The name is the most popular brand in terms of sports shoes and apparels. Nike has created a major loyalty base around the world, especially due to its trend setting marketing and advertising campaigns, as well as the number of sports stars it occasionally ropes in to endorse its products. The company sells its products through various retailers – both online and offline – along with the exclusive brand stores of Nike. Apart from selling sports related products the company sponsors many high profile athletes and teams in various sports. Most of the time where Starbucks Coffee formulates its marketing strategy is in the Service phase of the product life cycle. However, their marketing strategy also targets the market during the Realize phase where they produce and deliver the best coffee possible to their customers. When looking into the marketing strategy of Nike they mostly formulate their marketing strategy during the Realize phase in which they manufacture the products and try to capture the market by selling their innovation in the market (Armstrong et al., 2012). The main method that Starbucks Coffee applies to its marketing strategy is to advertise their brand through their own products like t-shirts, coffee mugs that their regular customers purchase. On the other hand the advertising methodology of Nike is exclusively through print media and sometimes through electronic or digital media as well. The early advertising of Nike was mainly focused on the new shoes that it released and the message of the advertisement showed the benefits of various shoes like basketball, tennis and running shoes. While formulating the marketing strategy Nike made effective use of television as they believe it to be the most powerful medium of information and commercial. The TV commercials of Nike make a viewer feel the necessity of the product