Consumer Behaviour

Nike –Ad analysis

Psychological Factors

Using a famous tennis star Maria Sharapova

The product being over-shadowed by the high concept ad

The song used to ridicule Sharapova The differences in lifestyle, singing style

and singing ability are also a source of humor

The people singing the song hail from many social and ethnic backgrounds

This emphasizes both Sharapova’s celebrity and how popular her pretty-but-untalented image is

Cultural Factors

Some disregard her as another pretty face, while others overemphasize her beauty and ignore the fact that she is a tennis player.

The comments from passers ,some are conveyed verbally, others by body language

The commercial combines elements that support a new type of woman; a woman that walks her own way and who pays little attention to the people not “agreeing” with her life of choosing

Key Message Sharapova is the woman of the future: a life

participant, a road chooser, who is understood only by the younger generations

The Nike logo appears only at the end of the ad, once Sharapova has muted her critics; here Nike identifies itself with serious sportsmanship, as well as to some extent feminism

The appearance of the Nike logo and the text “Just do it” at the very end of the ad is more a way of defining the purpose of Nike gear

The “Just do it” text, aside from being Nike’s tagline, also works to tell the viewer that Nike’s focus is not making its products “pretty” but rather being reliable and practical

Sharapova is the modern, the “new”, and she, of course, uses Nike sportswear

Brand Image –Sports persons

Brand Logo

Brand Association

Sports Action

Laddering technique of Nike ShoeTerminal Value

Instrumental Value

Psychological Consequences

Physiological Consequences

Abstract Benefits

Concrete Benefits

Achievement

Success

Confidence

Comfortable

No worries

Protection

Laddering technique of Park Avenue (Deodorant)Terminal Value

Instrumental Value

Psychological Consequences

Physiological Consequences

Abstract Benefits

Concrete Benefits

Achievement

Success

Self-confidence

No bad odour

Feel refreshed

Protection from body odour