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positioning of NIKE, and asbrand management
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02‐Feb‐12
1
Introduction: History1962: Blue Ribbon Sport (BRS)• Founded by runner Phil Knight and legendary track coach Bill Bowerman
• Mission: “To provide athletes with better shoes.”• Distributor of Japanese “Tiger” running shoes in the U it d St tUnited States.
• Bowerman was known for constantly experimenting to give his athletes a competitive advantage
• Knight did MBA from Stanford University; wrote a paper that proposed quality running shoes could be manufactured in Japan to compete with German brands
Introduction: History1967: First Retail Store• Located on Pico Boulevard in Santa Monica, California
1971: BRS Introduced The “Swoosh” and “nike”• From a footwear distributor to designing andFrom a footwear distributor to designing and manufacturing their own brand of athletic shoes
• For $35, a graphic design student Carolyn Davidson created the logo “swoosh”
• Based on the Greek Goddess of Victory, BRSmade a soccer cleat called “The Nike”
Introduction: History1972: First Nike Products • Debut of new Nike line of footwear• Distributed to athletes competing in the US Olympic Track & Field Trials in Eugene, OregonSt P f t i O i t k d fi ld• Steve Prefontaine: Oregonian track and field athlete to endorse and elevate the new Nike line
1978: Nike … The brand• Blue Ribbon Sports officially changes its name to Nike, Inc.
Introduction: History1979: Launch of Nike Air technology in the Tailwind running shoe
1980: Became a publicly traded company1985: New signature shoe with Michael Jordan helped bolster Nike’s dwindling bottom line
1987: Revamped product and marketing campaign designed to regain the industry lead and differentiate Nike from its competitors with Beatles’ “Revolution” song
1988: Tagline “Just do it.”1989: Regained its position as the industry leader
Introduction: History1994/5: Signed World Cup‐winning Brazilian National Football Team
1996: Eldrick “Tiger” Woods for a reported US$5 million per year
1999: Lance Armstrong seven time Tour de1999: Lance Armstrong ‐ seven‐time Tour de France cycling race winner
2011: Finance performance• Fiscal Year revenues of US$20.9 billion• Net income of US$594 million
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Introduction: PresentMission: To bring inspiration and innovation to every athlete* in the world.(*If you have a body, you are an athlete)
Goal: To carry on the legacy of innovative thinking, whether to develop products that h l thl t f l l f bilit hhelp athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders.
Global marketer of athletic footwear, apparel and equipment
Introduction: PresentBrand Portfolio• Wholly‐owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd.
Operation• In more than 160 countries across six continents
• More than 35,000 Nike employees• Through suppliers, shippers, retailers and other service providers, directly or indirectly employing nearly one million people
Introduction: ProductsSports equipment: shoes, jerseys, shorts, for a wide range of sports, including track and field, baseball, ice hockey, tennis, football, basketball, and cricket
For outdoor activities : shoes and apparel for sports activities for football, basketball, running, combat sports, tennis, American football, athletics, golf, cross training, tennis, skateboarding, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing, and other athletic and recreational uses for men, women, and children
Nike is well known and popular in youth culture, esp. hip hop culture for urban fashion clothing
Nike recently teamed up with Apple, Inc. for Nike+ product that monitors a runner's performance via iPod nano, iPhone
Introduction: Products
Positioning: Target MarketTo bring inspiration and innovation to every athlete* in the world.
(*If you have a body, you are an athlete)Men, women, and childrenActive people who enjoy high‐quality sportingActive people who enjoy high‐quality sporting goods, especially footwear
World Leader: 33% Market share, followed by adidas, 22% (source: adidas reports 2009)
Positioning: Frame of ReferenceQuality, Durability, Comfortable, Style, good reputation, breakthrough design and technology of products, packaging, sense of being associated with the best, #1 brand
Having a positive attitude when they exercise/ workout
Consistent and timely shipment of goodsNike is used by top athletes,
teams
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Positioning: Frame of ReferenceFor the young people, personality is their goal; If a brand finds the new fashion, and then it can lead the fashion trend. Nike is has done it so.
Cool, Confident, Stylish, Bright Colors, Shiny
Positioning: Point of differenceNike’s is known for their footwear: it has a whole line up of footwear for almost every sport
Nike as a brand commands high premiums and is often more expensive than its competitorsp p
Nike that make shoes better for everyone
Nike offers a new style in every series
Positioning: Reasons to believeWorld leader, 33% market shareConsumer Affairs mission‘To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world ’consumer relationships around the world.
Return guidelinesNike has made arrangements with authorized retail accounts to accept returns for products with MATERIAL or WORKMANSHIP flaws.
Distinctive
Mythological Name
Positioning: Reasons to believe
Distinctive “Swoosh” Logo
Powerful Slogan
Positioning: Reasons to believe Positioning: Reasons to believe
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Thank You