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Nike brand audit final ppt
Nike was founded in 1964 and is now a global leader in athletic footwear and apparel. Headquartered in Oregon, Nike employs over 26,000 people worldwide. Known for its iconic swoosh logo and "Just Do It" slogan, Nike has cultivated an image of excitement, innovation and athleticism through sponsoring major sporting events and iconic athletes. While facing competition from brands like Adidas and Reebok, Nike has maintained the largest market share in the sports industry through strong branding and performance products.
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Nike brand audit final ppt
- 1. SANTHOSH WILSON 12781528 AJIT JOSEMATHEW 12774704
- 2. NIKE’S STORY • • • • • • • Begin in1964 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
- 3. NAME • Greek Godof winning • Symbol of a wing • Promote Victory and Winning
- 4. 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
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- 8. 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
- 9. EVOLUTION OF SWOOSHLOGO •Created by graphic design student at Portland State University in 1971 •Received $35 for the design and unknown amount of stock in Nike •Now one of most famous logos and trademarks in the world
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- 11. COMPETITOR ANALYSIS 2013 Nikehas a dominate global market share of 41% Adidas is 8.2% Reebok is 3.2%
- 12. COMPETITOR ANALYSIS SPORT NIKE ADIDAS REEBOK NEW BALANCE Walking X X X X BasketBall X X X X Childrens X X X X Tennis X X X X Lifestyle X X Skating X X Cross X X X X Soccer X X X X Running X X X Training
- 13. COMPETITOR ANALYSIS-BRANDING STRATEGY COMPANY STRATEGY NIKE • ATHLETIC, INFLUENTIAL, OUTGOING,AGGRESSIVE,AMERICAN WAY OF LIVING • • COLLABORATING WITH URBAN CULTURE • SPONSORING SPORTS EVENTS • ELEGANT,COLOURFUL, SPONTANEOUS, • FASHION SHOWS • OTHER COMPANIES SOPHISTICATED PRODUCT QUALITY • PUMA STYLE OVER QUALITY • ADIDAS,REEBOK ENDORSES THE BEST ATHLETES TARGETS TRACK AND FIELD MARKET • TRYING TO CAPTURE MARKET SHARE- VERY DIFFICULT WITHOUT SPENDING A LOT OF MONEY http://www.youtube.com/watch?v=aPkyPdubqDs
- 14. SOME FAMOUS PEOPLEWHO WERE SUPPORTED BY NIKE
- 16. BRAND MANTRA Emotional Descriptive Function Authentic Athletic Performance Authentic :Nike’s features the best products in all the segments of sports and athletics that makes it the first preference for amateurs and professionals. Athletic: Nike creates an athletic like feel through the use of its high end products. Often times it is the sole reason for purchasing a Nike product to be get that feel of higher performance. Performance : Nike’s products help in training harder, running faster, aiming higher, being stronger that in turn helps in building up the performance and endurance of the performer.
- 17. SWOT ANALYSIS Strength: Extensivevisibility through brand athletes. Strong research and development team. No.1 sports brand in the world. Manufactures 30% lighter shoes than the competitors. Offers their product world wide.
- 18. WEAKNESS Profits arelargely depend on footwear products. Products are highly priced. In Cambodia and Pakistan their have been allegations for child labour and poor working conditions. Nike has a lack of its own stores.
- 19. NIKE’S OVERALL REPUTATION Nike'sOverall Reputation 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Well Below Average Above Well No Below Average Average Above Opinion Average Average
- 20. OPPORTUNITIES • Produce sportswearproducts by recycling manufacturing waste. • Expansion into sports sunglasses and jewellery items. • Improve brand image by supporting events such as World cup and Olympics.
- 21. THREATS Smart competitorslike Adidas,Reebok,Puma etc. Competitors are trying to copy Nike's business model. Different currencies used in the International trade. Competitors are becoming more aggressive and creating high quality products. Recession Consumers are searching for the lowest price products. Nike is a premium brand – so consumers will start shifting towards lower priced brands.
- 22. RECOMMENDATION Engage morein community centred activities such as charity programmes, fitness programmes for children to boost up corporate social responsibility. Invest more in R & D. Targeting Asian pop culture such as pop singers, bollywood etc Strengthen distribution in regions where Nike is currently losing sales(ie , footwear's in US region) Open Nike’s own retail stores world wide. Going deeply into e-commerce can increase sales due to high internet users.
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