2. NIKEâS STORY
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Begin in 1964 as Blue Ribbon Sports
Renamed Nike in 1978,after the Greek goddess of victory
Key people of Nike : Bill Bowerman & Phil Knight
Headquarters in Beaverton, Oregon , USA
Worldâs most competitive sports and fitness company
Nike employees over 26,000 people
Current CEO : Mark Parker
3. NAME
⢠Greek God of winning
⢠Symbol of a wing
⢠Promote Victory and Winning
9. EVOLUTION OF SWOOSH LOGO
â˘Created by graphic design student at Portland State
University in 1971
â˘Received $35 for the design and unknown amount of stock
in Nike
â˘Now one of most famous logos and trademarks in the world
13. COMPETITOR ANALYSIS-BRANDING
STRATEGY
COMPANY
STRATEGY
NIKE
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ATHLETIC, INFLUENTIAL,
OUTGOING,AGGRESSIVE, AMERICAN WAY OF
LIVING
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COLLABORATING WITH URBAN CULTURE
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SPONSORING SPORTS EVENTS
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ELEGANT,COLOURFUL, SPONTANEOUS,
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FASHION SHOWS
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OTHER COMPANIES
SOPHISTICATED PRODUCT QUALITY
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PUMA
STYLE OVER QUALITY
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ADIDAS,REEBOK
ENDORSES THE BEST ATHLETES
TARGETS TRACK AND FIELD MARKET
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TRYING TO CAPTURE MARKET SHARE- VERY
DIFFICULT WITHOUT SPENDING A LOT OF MONEY
http://www.youtube.com/watch?v=aPkyPdubqDs
16. BRAND MANTRA
Emotional
Descriptive
Function
Authentic
Athletic
Performance
Authentic : Nikeâs features the best products in all the segments of sports and
athletics that makes it the first preference for amateurs and professionals.
Athletic: Nike creates an athletic like feel through the use of its high end
products. Often times it is the sole reason for purchasing a Nike product to be
get that feel of higher performance.
Performance : Nikeâs products help in training harder, running faster, aiming
higher, being stronger that in turn helps in building up the performance and
endurance of the performer.
17. SWOT ANALYSIS
Strength:
ď Extensive visibility through brand athletes.
ď Strong research and development team.
ď No.1 sports brand in the world.
ď Manufactures 30% lighter shoes than the competitors.
ď Offers their product world wide.
18. WEAKNESS
ď Profits are largely depend on footwear products.
ď Products are highly priced.
ď In Cambodia and Pakistan their have been
allegations for child labour and poor working
conditions.
ď Nike has a lack of its own stores.
19. NIKEâS OVERALL REPUTATION
Nike's Overall Reputation
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well
Below Average Above
Well
No
Below Average
Average Above Opinion
Average
Average
20. OPPORTUNITIES
⢠Produce sportswear products by recycling manufacturing
waste.
⢠Expansion into sports sunglasses and jewellery items.
⢠Improve brand image by supporting events such as World cup
and Olympics.
21. THREATS
ď Smart competitors like Adidas,Reebok,Puma etc.
ď Competitors are trying to copy Nike's business model.
ď Different currencies used in the International trade.
ď Competitors are becoming more aggressive and creating high
quality products.
ď Recession
ď Consumers are searching for the lowest price products.
ď Nike is a premium brand â so consumers will start shifting
towards lower priced brands.
22. RECOMMENDATION
ď Engage more in community centred activities such as charity
programmes, fitness programmes for children to boost up
corporate social responsibility.
ď Invest more in R & D.
ď Targeting Asian pop culture such as pop singers, bollywood etc
ď Strengthen distribution in regions where Nike is currently losing
sales(ie , footwear's in US region)
ď Open Nikeâs own retail stores world wide.
ď Going deeply into e-commerce can increase sales due to high
internet users.