1. NIKE
JUST DO IT
Clara Coriton, Ivan Oz, Pierre Pagliai, Clément Cigliano, Alexandre Nio & Betty Cado.
2. SUMMARY
Introduction
General Strategy
◦ Quality of the Products
◦ Constant Innovation
◦ Aggressive Marketing
Product
◦ Innovation and Development
◦ Human and natural resources in the
production Process
Promotion
◦ Logo and Sponsoring
◦ 360 Degrees Approach
◦ CSR, Promotion and Brand Value
Place
◦ Supply Chain
◦ Distribution
Price
Conclusion
3. INTRODUCTION
• Strong brand identity and values
• Nike : huge responsibility as the number one firm in the market
• Scandals and boycotts : what are Nike’s real beliefs ?
• What is implemented in real life and is Nike’s CSR coherent ?
4. v
Weaknesses:
- Overseas manufacturing dependency
- Decreasing US market share
- High product price compared to Adidas
- Medium retail presence
Strengths :
- Brand recognition
- High product quality
- Effective marketing strategy
- Capacity of innovation
- Strong R&D
Opportunities:
- Expansion into emerging markets
- Increased demand in production
- Growing segment of women athletes
- Increase in the number of sports event like
Olympics, FIFA
- Develop the fashion brand image
Threats:
- Fierce industry competition
- Economic recession
- Fluctuation in the currency
NIKE’S SWOT
ANALYSIS
6. CONSTANT INNOVATION AGGRESSIVE MARKETINGQUALITY PRODUCTS
- Enhancing sports performances - Nike’s R&D is as « far away the
best »
- R&D Budget has doubled to reach
about 1.5 billion of euros
- Early adopters of digital
marketing
- Strong presence in sports
events and social medias
7.
8.
9. Success
innovation at the
center of Nike’s
strategy
Sustainability to
maintain growth
Sustainability to
attract
customers
“we’re creating the future we want to see
through sustainable innovation” Mark Parker
10. 71% of all
Nike shoes
contain
recycled
waste
Nike Grind
Turning waste
into sport
facilities
Nike Flyknit
footwear that
features only the
essentials
Reducing impact
on the
environment
50% of this impact
is caused by the
material itself
11. promotion of
social
responsibility
Water fair use
and limited use of
chemicals
Work on the CO2
footprint and use
only renewable
energy by the end
of 2025
Ideas pushed down
the supply chain
12. LOGO:
• Represent the wing of the Greek’s goddess of
victory
• Designed by a college student in 1971
• High visibility on each product
SPONSORING:
• $ 25 Million for World Cup Campaign in 2010
• Michael Jordan & Tiger Woods
14. QUOTE: Stollak (digital brand and innovation director)
“Ultimately, we are about connecting with the consumer where
they are” … “We started with notion that this was about
publishing to them with the right message and at the right time.
We've quickly evolved to a focus on conversations and
engaging them to participate as opposed to using new media
in traditional ways."
15. NIKE AND SOCIAL
MEDIA
◦ Social Media = link to customers
◦ Creation of various Pages
◦ Adaptation to each Social Media and its different uses
◦ Creation of its own Social Platform: NIKE+
16. PROMOTION & CSR
“ Our mission — to bring inspiration and innovation to every athlete in the world — drives us to encourage
every person to reach their full potential, whether it’s on the track, field or court, at work or at home. We strive
to help people be active and engaged, fully participating in the world around them. “
Nike’s advertisement very diversify
• Black, White, Asian people
• Social background
• Disable people
Get Kid Moving & Active School
19. GENERAL:
• 785 factories, in 43 countries,
• One of the largest Supply Chain infrastructure
• Pioneer in Manufactory Outsourcing
20. 90’s: Scandals began.
• Publication of report on poor working conditions in Indonesia
• Child Labor
2002: Nike elected first non-ethical Brand in the world.
ISSUES & SCANDALS WITHIN
THE SUPPLY CHAIN
21. THE SUSTAINABLE
IMPROVEMENT OF NIKE
After scandals:
• Audit on Indonesian’s factories
• Creation of the Code of Conduct
Currently:
• Improvement of Code of Conduct
(Index)
• Nike Manufacturing Map
22. • Extension of the logistic campus
• Reduction of truck travels
• Usage of renewable energies
• Huge effort to be sustainable
