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Nike
- 2. Founded by BillBowerman and Phil Knight and originally called Blue Ribbon Sports, Nike is an American Multinational corporation,
- 3. Headquartered near headquartered nearBeaverton, Oregon, in the Portland metropolitan area, , it’s Brand Mantra says “ Authentic Athletic Footwear”
- 4. Believed in a“pyramid of influence”. Preferences of a small percentage of top athletes influenced the product and brand choices of others. Started expanding all over the world with this strategy
- 6. In 1985, Nikesigned up then-rookie guard Michael Jordan as a spokesperson. the Air Jordan line of basketball shoes flew off the shelves and revenues hit over $100 million.
- 7. Nike sponsors manyhigh-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and the Swoosh logo.
- 8. Focused on soccerin Europe, to authenticate its brand there. Nike’s big break came in 1994 when the Brazilian team won the World Cup. Acquired Umbro in 2007 .
- 9. The Nike Golfbrand, endorsed by Tiger Woods, has changed the way professional golfers dress. In 2009, it launched a Tiger Web Talkback session at nikegolf.com.
- 10. • In tennis,Nike has aligned with Maria Sharapova, Roger Federer, and Rafael Nadal to push its line of tennis clothing and gear.
- 11. Nike teamed upwith seven-time Tour de France champion Lance Armstrong not only to sell Nike products but also to help Armstrong’s LIVESTRONG campaign.
- 12. Lead in therunning category has grown to 60 percent market share thanks to its exclusive partnership with Apple. Nike (Plus) technology includes a sensor and a receiver.
- 13. In 2008 and2009, Nike hosted the Human Race 10K, the largest and only global virtual race in the world.
- 14. Nike dominates theathletic footwear market with a market share of 31 % globally and a 50 % in USA. It is the top athletic apparel and footwear manufacturer in the world, with corporate fiscal 2009 revenues exceeding $19 billion.
- 15. WHAT ARE THEPROS, CONS, AND RISKS ASSOCIATED WITH NIKE’S CORE MARKETING STRATEGY? Pros: • Advertising and Promotion • Segmentation and Targeting • Distribution and Market Penetration
- 16. Cons: • Intense competitionin the industry. • Pyramid of influence ( spokespersons and brand endorsers), over reliance on marketing. • Selectively targeted market, high costs incurred during production and marketing.
- 17. Risks: • Changes inMarket Trends, Consumer Tastes and Preferences. • Deals with a lot of overseas markets with risky economic and political climates. • Allegations and other controversies related to the sports stars.
- 18. IF YOU WEREADIDAS, HOW WOULD YOU COMPETE WITH NIKE? • Focus on Emerging Markets like India, China, Korea, Japan and other countries where Nike hasn't penetrated much and sports like cricket, baseball, badminton where Nike isn’t present. • Encourage Product Customization, and improve its customer reach and sponsorship
- 19. • Implementation ofRebranding Reebok, a part of Adidas . In the process, internal competition, cannibalization should be avoided and a market for non expensive sports shoes must be captured by it.
- 20. SUMMING IT UP… •Nike was started as Blue ribbon sports, which has become the world’s largest company for athletic footwear. • Uses the strategy of pyramid of influence and has ventured into a lot of markets across the world, using the same • Aligns itself with various super stars, in various sports to improve it’s image in that sport. • Has launched innovations like Nike+ with Apple. • Is still on the trot, with innovations coming up everyday to maintain its position at the top
- 21. DISCLAIMER This slideshow iscreated by Amulya Shruthi, BITS Hyderabad during a Marketing Internship by Sameer Mathur, IIM Lucknow