Transcript
Nike Brand Extension
2006
Nike+
2014
Women’s Training
1972
Footwear
1979
ApparelBrand Extension Over the Years
Footwear62%
Apparel31%
Equipment6%
Global Brand Division0%
NikeRevenue
Distribution
Footwear ApparelEquipment Global Brand Division
Rank: 1st Global Value Share:
2.4%
Industry Analysis: Footwear & Apparel
World’s Market size:
US$ 268 bnGlobal growth rate(2009-14):
8.5%
Nike Market size:
US$ 25Global growth rate(2009-14):
12.4%
Product
Running and Sport shoes Comfortable shoes Safe and Stylish
What Need does it satisfy ?
What Features does it have to meet these Needs?
Light weight & AgileZoom technology
Support & Cushioning Compressed Air Technology
How is it differentiated versus your competitors?
Lightest and Responsive Best compressed Air technology
Used by Best Athletes across different Sports
How is it Branded ?
First a Player is Branded and then a Brand is created out of that players name eg: Air Jordan
PlaceWhere do buyers look for your product or service?
PriceIs the customer price sensitive?
No, given the functional value one is deriving out of it
What discounts are offered to trade customers, or to other specific segments of your market?
End of the season sales to the end customers
Are there established price points for products in this area?
Yes, both shoes and Apparel segments have established price points
How will your price compare with your competitors?
Price Leader - Charge a premium for Brand and superior technology
Promotion
Promotion
Bill Boards
Promotion
You Tube Channel
Magazine Ad
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