Upload
mads-jefsen
View
2.901
Download
1
Embed Size (px)
DESCRIPTION
A presentation given in response to a Nike + iPod case/old exam paper ( yes, it was rather old)
Citation preview
Nike + iPod
Case presented by Jacob, Martin & Mads
A major player in the clothing and sports equipment industry
Founded in 1964 as Blue Ribbon Sports
Nike sponsors a large number of high profile athletes and sports teams around the world
Recognized by the “Just do it” slogan and Swoosh logo
IntroductionNike Apple
Designs and markets consumer electronics, computer software and personal computers
Founded in 1976
Best known for the Macintosh computer, iPod, iPhone and iPad
Introduction Question 1 Question 2 Question 3 Conclusion
The product: The Nike + iPod kit measures and records the distance
and pace of a walk or run, using a small chip embedded in a Nike shoe, which communicates with an iPod and other Apple software
The scene: Intelligent sportswear
The case - Nike+ iPod: Nike-Apple partnership Strategic opportunities/pitfalls Co-branding & decision-making process Adidas-Samsung vs. Nike + iPod
Introduction Question 1 Question 2 Question 3 Conclusion
Question 1Conduct an analysis of the Nike-Apple partnership, including a discussion of the strategic opportunities (and possible pitfalls) this collaboration presents for
each partner?
Introduction Question 1 Question 2 Question 3 Conclusion
Nike & Apple Both market leaders within their industry
Mutual interests
Same type of customers
Brand synergy - both ways Large joined customer base 75% of all runners already listen to music
(Enclosure 2) A Nike crisis affects Apple and vice versa
”The Nike/Apple co-branding ventures is successful because of its undeniable ability to add value to each other’s products, thereby creating something greater than the sum of their parts.” - The Duffy Agency.
Introduction Question 1 Question 2 Question 3 Conclusion
SWOT analysis (Nike-Apple)
S
The Apple & Nike brands
Innovative
Market leaders
Large loyal customer base
W
Product requirements
High priced
O
Brand synergy
Distribution channels
Expansion of technology
T
Expansion of technology
Potential harmful influences
Introduction Question 1 Question 2 Question 3 Conclusion
Strategic opportunitiesStrategic alliance
Product alliancePromotional alliance
Product development strategy (Ansoff)
Horizontal diversification strategy
Introduction Question 1 Question 2 Question 3 Conclusion
Question 2Describe and discuss the consumer decision-making process in
relation to purchasing Nike+ shoes and iPod Sport Kit or Sensor. How does the co-branding influence the decision-making process?
Consumer decision-making2 types of Nike + iPod buyers:
Dedicated and loyal customers Members of the “Nike community” “Apple-fans”
Contemplating customers
Introduction Question 1 Question 2 Question 3 Conclusion
Consumer buying process
Introduction Question 1 Question 2 Question 3 Conclusion
“Five-stage model” Kotler, p. 246
Co-branding influenceThe best of two strong brands
Brand equity influence
Collective pitfalls
Loyal customer base
Introduction Question 1 Question 2 Question 3 Conclusion
Question 3• Adidas and Samsung have developed a fitness
concept, the “miCoach system” (Enclosures 3 and 4), which bears resemblance to the Nike + iPod system.
• To which extent does the Adidas-Samsung partnership constitute a competitive threat to Nike
and Apple?• How may Nike and Apple respond to this?
Industry playersA differentiated oligopoly market
Few major playersNike-Apple, Adidas-Samsung, Garmin, Polar
Nike-Apple the market leader
Adidas-Samsung the market challengerSegmental flank attack on Nike-Apple
PhoneNike-Apple respond counter-offensive
defence strategy (iPhone)
Introduction Question 1 Question 2 Question 3 Conclusion
Adidas-Samsung threat
4 P’sDifference in:
PriceAdidas: $ 300-600 Nike-iPod: $ 180-230
Product No phone vs. Phone Nike shoes exclusively vs. all brands Adidas-Samsung: less music storage
PlaceAdidas-Samsung only sold in Europe
Introduction Question 1 Question 2 Question 3 Conclusion
Adidas-Samsung threatOperating within the same market a
threat
Differences in the 4 P’s softens the threat
Nike-Apple needs to keep an eye on the other market players
Introduction Question 1 Question 2 Question 3 Conclusion
ConclusionStrategic opportunities and pitfalls
Brand synergyCollective pitfalls
Decision-making processesCo-branding strengthsShared brand equity
Adidas-Samsung threatSame scene, different productNike-Apple response
Introduction Question 1 Question 2 Question 3 Conclusion