Nike pgp30117

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

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