2. NIKE’S STORY • • • •
 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 World’s most competitive sports and
fitness company Nike employees over 26,000 people Current CEO : Mark Parker
 Nike is the U.S-based manufacturer of athletic shoes, apparel and sports equipment.
 Stock symbol: NKE (NYSE)
 Annual revenue (2008): more than $18billion
 Founders: Bill Bowerman, Philip Knight
 Year established: 1964 (as Blue Ribbon Sports)
 Industry: Sportswear/equipment
 HQ: Beaverton, Oregon
 President/CEO: Mark Parker
 Staff: 30,200
 Products: shoes, apparel and sports equipment, accessories
 Slogan: Just Do It!

3. NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”
• LOGO: NIKE SWOOSH
• BRAND PERSONALITY: Exciting, spirited, cool, innovative,
athletic and aggressive
• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and
trendy

4. Footwear:
 Running
 Basketball
 Soccer
 Sport-inspired urban
shoes
 Children’s Shoes
Performance Equipments:
• Bags
• Socks
• Sport Balls
• Eyewear
• Timepieces
• Electronic Devices
• Bats
• Gloves
• Protective Equipments

6. Nike Also Sells:
 Apparels and Accessories
 Athletic Bags
 Offers Apparels for Licensed Sports Team
Provides Licenses to Produce and Sell:
 Swimwear
 Cycling Apparel
 Children’s Clothing
 School Supplies
• Electronic Devices
• Eyewear
• Golf Accessories
• Belts

8. The company sells its products to retail accounts,
through its owned retail stores, and through a mix
of independent distributors and licensees, as well
as through Internet Web site ‘nikestore.com’.
NIKE inc. has major four subsidiaries which are:
 Converse
 Cole Haan Holdings
 Nike Bauer Hockey
 Hurley International
Sales Technique

9.  Brand image
 Web site of the Nike
 Customer preferences
 Update itself timely
 Product diffrentiation

10.  Product
 Price
 Place
 Promotion

13.  very light to walk
 I feel comfortable
 Hug my feet
Nike “ JUST DO IT

14.  Competitive Advantage – something which gives the
organisation some advantage over its rivals
 Brand Positioning and Brand Architecture
Establish the structure of features, functional and
emotional benefits and align them to what are
perceived by consumers as cost-of-entry (required),
motivating (differentiated), or crucial (inspired).

15. Athletic Shoe Market Share 2005
Nike
39.2%
Adidas
15.1%
Reebok
10.9%
New Balance
9.4%
K-Swiss
3.6%
Timberland
2.9% Asics
2.1%
Saucony
1.4%
Athletic Shoe Market Share, 20002005

17. Product Market -

18. In 2008 sales revenue of Nike was 14% more than
that in the previous year
Chart 1: Revenue performance (fiscal year 2004-2008, 5-year
CAGR 11%)
12,253
13,740
14,955
16,326
18,627
-
5,000
10,000
15,000
20,000
2004 2005 2006 2007 2008
Source: Nike,Inc. 2008

19. o As we see from chart 2 the earning per share of Nike
in 2008 is 28% more in comparison to the previous
year.
Chart 2: Nike,Inc. EPS performance (fiscal year 2004-2008, 5-
year CAGR 22%)
$1.75
$2.24
$2.64
$2.93
$3.74
$0.00
$1.00
$2.00
$3.00
$4.00
2004 2005 2006 2007 2008
Source: Nike,Inc. 2008

20. International marketing
Chart 3: Revenue distribution (Fiscal Year 2008 vs 2004)
 We can conclude that revenue increased by 6% at international markets.
Other
businesse
s, 1 %
US, 3 %
20 4
Other
businesse
s, 12%
Internation
al, 49%
US, 39%
200 4

21. Strategic Planning:
Business Definition
Target Consumer
What do we want them to THINK
What do we want them to FEEL
How do we want them to ACT
Brand DESTINATION
Nike

22. Competitive strategies
adopted by NIKE
Holistic Marketing
Innovative and Niche products
Increased Value Chain
Breakthrough Marketing
Selective Distribution
Participating in events and shows
Endorsing sports personalities

24. • Poor Labor Practices in Asian
Countries
• Child Labor in Cambodia and Pakistan
• Vigorous overtime
• Paid below low wages
• Verbal abuse and sexual harassment
• Poor Health and Safety conditions
• Poor medical facility
• Restrictions on drinking water

25.  Company should follow Corporate Social
Responsibily
 Nike should hier 3rd party for audits
 Nike should work with General Federation Of Labor
and Labor Union
 Nike should work with other shoe manufacturers,
provides fair wages to the workers
Recommendations

26. Presented By:-
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