2. History of NIKE Inc. Its name is derived from a winged Greek goddess. “Swoosh” logo designed by Caroline Davidson. Is now one of the world’s top shoemaker that captures more than 20% of US athletic market. Original name of Nike given by Phil was “Blue Ribbon Sports”. With an agreement and handshake in 1964, they began importing Japanese brand Onitsuka Tiger running shoes. By late 70’s, Nike had moved from $10million to $270million in sales. In 1996, revenue increased to $6.74billion. Sales reached $12billion in 2000.
23. 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). Competitive Strategy
25. Strategic Planning: Nike 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
26. Holistic Marketing Innovative and Niche products Competitive strategies adopted by NIKE Increased Value Chain Breakthrough Marketing Selective Distribution Participating in events and shows Endorsing sports personalities
