Vincent Raymond A. Adriano Edwina M. Arceo Vivian T. Dabu Maria Farrah Feliciano Irish G. Sanchez BREAKTHROUGH MARKETING CASE
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Vincent Raymond A. Adriano
Edwina M. Arceo
Vivian T. Dabu
Maria Farrah Feliciano
Irish G. Sanchez
BREAKTHROUGH MARKETING CASE
BRIEF HISTORY & PROFILE
1967 – incorporated as BRS, Inc.; importing quality athletic shoes from Japan’s Onitsuka Tiger Company. 1971 – “Swoosh” trademark and “Nike” as new company name. 1972 – U.S. Olympic trials in Eugene, Oregon 1973 – Steve Prefontaine endorsed Nike brand shoes 1985 – Michael Jordan endorsed Air Jordan shoes and specialized apparel
1988 – “Just do it” ad campaign 1998 – implemented corporate responsibility practices 2010 – 36,000 employees globally; revenues of $19.0 billion. 2010 – One of the 100 Best Corporate Citizens; One of the World’s Most Ethical Companies
Mission: To bring inspiration and innovation to every athlete in the world
If you have a body, you are an athlete
BRIEF HISTORY & PROFILE
Consistent advertising campaigns and programs
Key Success Factors
Celebrity athletes’ endorsements
Key Success Factors
Innovative, technologically advanced shoes and apparel
Key Success Factors
Corporate social responsibility
Key Success Factors
Negative publicity feedbacks Effects of extensive advertising
Credibility of some of its key sports figures
Loss of some of its key spokespeople to competition
High cost of Nike shoes Loss of incremental growth on high-end products
Continuous innovation, research and development
Vulnerability
Changes in major environmental forces
Changes in governmental regulations/rules
for production of their products
Competitive activities that mimic or
improve upon technological processes
Vulnerability
Identifying trends and megatrends in the sports apparel industry
To Watch Out For
Be sensitive and proactive with people’s views
and opinions of themselves, others, organizations, society, nature, and the universe as it pertains to sports.
“The performance of Nike and every other global company in the 21st century will be measured as much by our impact on quality of life as it is by revenue growth and profit margins.”
Phil H. Knight, Chairman
Recommendations
Strengthen implementation of socially responsible
programs and work further for the enhancement of innovative solutions to address environmental, social, and psychological concerns particularly in shoe manufacturing. Awards and recognition Gigaton’s Award for Energy-Saving Programs Aimed at
Reducing Global Greenhouse Gas Emissions
Top 10 of Newsweek's 2010 Green Rankings
One of the 100 Best Corporate Citizens for 2010
2010 Innovation and Sustainability Award
One of the World's Most Ethical Companies
Marketing Strategy
Continue to present their advertising showing
“fun” in sports and the use of their products
Nike’s Write the Future commercial
Marketing Strategy
Continuous innovation, research and development,
and technological adaptability
Created the market and the demand – Nike became the footwear and sports apparel not only by athlete but even by fashionable, young generation
Target market, position and segment – athletes and non-athletes; young and not so young; fashionable and practical
Marketing channels – taking advantage of all media in promoting its products
Applied Concepts
Powerful slogans – “Just do it”, “Write the future”
Prominent endorsers and image models
Online marketing – Nike products are available for customization and sale online
Social responsibility marketing – environmental awareness, women empowerment, and children’s health are but some of Nike’s social initiatives
Applied Concepts
adopted technological innovation in its online banking,
automated teller machines, and e-commerce
offers a full range of banking and other financial products and services to cater to different markets
powerful slogan “Your in good hands with Metrobank”
availability and accessibility of its more than 1,200 ATMs, 730 domestic branches, and 42 international branches, remittance offices, and subsidiaries worldwide
multi-awarded by various institutions and organizations for corporate governance, leadership, and innovations
corporate social responsibility undertaken thru Metrobank Foundation
Metropolitan Bank and Trust Company
http://www.nikebiz.com http://www.articlesbase.com/golf-articles/success-story-of-nike-the-way-it-became-the-leader-
750479.html#ixzz1GXHDvND5 http://www.oppapers.com/essays/Nike-Mission-Vision-Values-Principles/452265
http://www.arkema-inc.com/index.cfm?pag=366 http://www.slate.com/id/2083478/ http://www.msnbc.msn.com/id/23071595/ http://www.msnbc.msn.com/id/4554944/ http://expertvoices.nsdl.org/cornell-info204/2008/04/22/nikes-marketing-strategy/ http://books.google.com.ph/books?id=QBc0kV9DfosC&pg=PA90&lpg=PA90&dq=vulnerability
+of+nike&source=bl&ots=vliUrcqjgw&sig=Roe2-J8pL4wrap5rXSQdyogQjFk&hl=en&ei=c3p9TZCTG42qccGGlLgG&sa=X&oi=book_result&ct=result&resnum=3&ved=0CCUQ6AEwAg#v=onepage&q=vulnerability%20of%20nike&f=false
http://www.suite101.com/content/marketing-audit-of-nikes-strategies-a94402#ixzz1GXLtFyGM http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm http://en.wikipedia.org/wiki/Andre_Agassi http://en.wikipedia.org/wiki/Nike,_Inc.
References
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