2. What is
Nike
Genius?
Is a shoe designed by Nike to
increase performance by
tracking heart rate, distance,
and weight loss; which includes
an MP3 device, in order to
make physical activity more
enjoyable.
3. HISTORY
BEHIND NIKE.
Nike was founded by Phillip
Knight and Bill Boweman in 1964,
it was originally known as Blue
Ribbon Sports, and operated as a
distributor for a Japanese shoe
maker company. In 1971 the two
companies seperated, and in 1972
the ďŹrst shoe with the NIKE
SWOOSH (which represents the
wing of the Greek Goddes NIKE)
was introduced.
4. HISTORY
BEHIND
NIKE
In 1974, Boweman developed the
companyâs ďŹrst self-designed
product. Boweman used his wifeâs
wafďŹe maker to create a wafďŹe sole,
which would improve the shoeâs grip,
this shoe was named the WafďŹe
Trainer. In 1978 the company was
ofďŹcially renamed NIKE INC.
6. Nike Genius Strengths and
Advantages.
⢠Nike is a very competitive organization, Phil Knight (Founder
and CEO) is often quoted saying âBusiness is war without
bulletsâ.
⢠Nike is a global brand and it is the number one sports brand in
the world and its famous logo is instantly recognized.
⢠Nike Genius which is the next generation to Nike + is unlike
any other shoe out on the market, it incorporates the use of
an MP3 player and tracks your athletic progress from week
to week and measures heart rate, distance ran, and calories
burned, while you run.
7. NIKE GENIUS
COMPETITOR
Adidas teamed up with Samsung
and manufactured miCoach, which
is a phone that works with
monitors around the runners body
to provide information related to
the run. However, the consumer
must purchase this speciďŹc phone
and sign up to a cell phone plan in
order to use this running device.
8. NIKE
GENIUS VS.
MICOACH
Nike Genius is a more practical
device because it represents a one
time only investment for the buyer,
in comparison to the monthly
charges on phone services required
by miCoach. Also, it is not likely
that consumers will switch cell
phone providers in order to access
a running device.
9. Target
Market.
Demographic Characteristics:
Males and Females between
18 to 25 years old.
Psychographic Characteristics:
Consumers who are physically
active, and who can afford this
high quality/priced product.