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this is all about nike its marketing strategies and how nike is able to always be one step ahead from its competitors .
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NIKE
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.
Nike Sells
Footwear: Running Basketball Soccer Sport-inspired urban
shoes Children’s Shoes
Performance Equipments:• Bags• Socks• Sport Balls• Eyewear• Timepieces• Electronic Devices• Bats• Gloves• Protective Equipments
Nike Also Sells:
Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team
Provides Licenses to Produce and Sell: Swimwear Cycling Apparel Children’s Clothing School Supplies
• Electronic Devices• Eyewear• Golf Accessories• Belts
The company sells its products to retail accounts, through its owned retail stores, and through a mix of independent distributors and licensees, as well as through Internet Web site ‘nikestore.com’.
NIKE inc. has major four subsidiaries which are: Converse Cole Haan Holdings Nike Bauer Hockey Hurley International
Sales Technique
Marketing strategies
Brand image
Web site of the Nike
Customer preferences
Update itself timely
Product diffrentiation
4Ps of Marketing
Product
Price
Place
Promotion
Advertisement strategies
Customer’s feedback
very light to walk
I feel comfortable
Hug my feet
Nike “ JUST DO IT”
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
Athletic Shoe Market Share 2005
Nike39.2%
Adidas15.1%
Reebok10.9%
New Balance9.4%
K-Swiss3.6%
Timberland2.9% Asics
2.1%
Saucony1.4%
Athletic Shoe Market Share, 20002005
Strategic Planning:
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
Nike
Competitive strategies
adopted by NIKE
Holistic Marketing
Innovative and Niche products
Increased Value Chain
Breakthrough Marketing
Selective Distribution
Participating in events and shows
Endorsing sports personalities
Labor Practices
• Poor Labor Practices in Asian Countries
• Child Labor in Cambodia and Pakistan
• Vigorous overtime
• Paid below low wages
• Verbal abuse and sexual harassment
• Poor Health and Safety conditions
• Poor medical facility
• Restrictions on drinking water
Company should follow Corporate Social Responsibily
Nike should hier 3rd party for audits Nike should work with General Federation Of Labor
and Labor Union Nike should work with other shoe manufacturers,
provides fair wages to the workers
Recommendations
Thank You !!!
Presented By:
Siddharth Singh
Shivani Sharma
Suchi Vashistha
Manikrishna Kumar