Nike Ppt

NikeRunning over the Competition

Nike…A Glance…

Founded :24 January 1964 1978

Founder CEO: William J. "Bill" Bowerman Philip H. Knight

Products Athletic shoes, Apparel, Sports equipment and Accessories Nike’s marketing

Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse.

Nike, the largest seller of athletic footwear and apparel over 200 countries

Cutting edge of technology.

New technically advanced shoe models from time to time

Innovative advertisements, celebrity endorsements and event sponsorships.

About Nike

CORE COMPETITORS

Faced a crisis in the late 1990s, decided to strengthen its management, overhaul its information systems, and streamline supply chain management.

However, the company still faces many challenges in the wake of changing fashion trends, the falling sale of its higher- priced shoes, and increasing competition.

The case discusses the evolution of Nike's marketing strategy and the company's various initiatives to strengthen its competitive position in a changing environment.

Abstract

“JUST DO IT”

Goal: To turn in a peak performance, one that leaves no doubt as to who the best is.

Simple Vision: “ SERVE THE ATHLETE”

German Companies Dominated Athletic shoe industry.

Nike become dominant player in sport apparels.

Case in brief

Strong in quality.

Nike went Overseas UK – BasketBall & Tennis - Rugby and Soocer.

Nike signed 5 teams in US.

Spent millions on ads and signed leading stars

Signed match winning teams.

Faced difficulties in European market.

Same as with Reebok and VANS in US.

Signed Contract with 30 soccer clubs thruout Globe.

Competition is not Nike only problem. Some of its actions haven’t left fans cheering either.

“Nike is going in and almost encouraging teams at break contracts”.

Free Spending

Long way to go…

Mission: “ To bring inspiration and innovation to

every athlete in the world”

Vision: “High Quality performance oriented &

technologically athlete shoes and accessories targeting all age”.

Nike’s Mission and Vision

Segments & chooses the best market.

Efficiently R&D and Unique way of marketing

Develop strong position in market from early 1980’s.

For athletes by “athletes”

how they achieved it?

2. BCG Analysis on NIKE Portfolio

Footwear - Star Nike specializes in athletic footwear, particularly in

running, basketball, and soccer, although Nike also sells sport-inspired casual footwear like its Air Force Ones footwear line.

Apparel – Cash Cow Nike sells sports apparel such as running shorts, t-

shirts, and licensed apparel (with logos of college and professional sports teams).

Equipment – Question Mark Nike also sells sports equipment such as balls,

protective equipment, and golf clubs.

Nike's target market is active people who enjoy high-quality sporting goods, especially footwear.

3. What are nike market?

3. How is nike positioned in this market?

At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage.

Creating strategic alliances with top match winning teams.

Soccer is the main sport, So they concentrated on it. Multiyear contract with major league soccer team. Billboard around stadium Spent million on global advertising campaign and

signed leading national stars. Produced exhibition matches and community events.

3. How does it reach this market?

To become Dominant in Soccer market.

By selling sports equipments in Overseas other than US market.

1994 - $45 million.

But a team of executives persuaded Knight that soccer was the company's future.

Today, soccer sales are nearly $1 billion, or 25% of the global market.

Soccer shoe market in Europe, 35%, exceeded Adidas, at 31%.

4. What’s Nike Proposed positioning in the global soccer market?

Product

◦ Offers wide range of shoe, apparel and athletic bags and accessory items

◦ Sports Specialties, through Nike Team Sports, Inc.

◦ Sell small amount of plastic products to other manufacturers through Nike IHM, Inc.

4. Describe the company’s global soccer marketing mix?

Price ◦ Nike’s pricing is designed to be competitive to the

other fashion shoe retailers.

◦ Pricing strategy

◦ Nike has a higher level of consumers who have associated themselves with the brand, and will pay the higher price point to own something with the Nike Swoosh on it.

Place

◦ Nike sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries

◦ Nike sells its products through independent distributors, licensees and subsidiaries.

Promotion◦ Nike has a number of famous athletes that serve

as brand ambassadors such as the Brazilian Soccer Team (especially Ronaldino, Renaldo, and Roberto Carlos).

◦ Nike’s quality products, loyal customer base and its great marketing techniques all contribute to make the shoe empire a huge success.

Brazilian Soccer Team (especially Ronaldino, Renaldo, and Roberto Carlos)

Lebron James and Jermane O’Neal for basketball,

Lance Armstrong for cycling, and Tiger Woods for Golf.

Marketing recommendations for Global soocer dominance

Athlete Endorsements

Sports Shoes Market has become Competitive.

Nike failed to retain Sustainable Competitive advantage.

Retail Sector has became more competitive.

How serious is the threats like VANS?

No doubt…

Is Nike likely to become Global Soccer Dominance?

Despite criticisms Nike – best recognized brand.

“Goddess of Marketing”

Inspiration and Aspiration

Conclusion

Nike has shown that they are a true force to be reckoned with.

Questions???

“If you have a body, you are an athlete. As long as there are athletes, there will be Nike”