2. NIKE’S STORY
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Begin in 1964 as Blue Ribbon Sports
Renamed Nike in 1978,after the Greek goddess of victory
Key people of Nike : Bill Bowerman & Phil Knight
Headquarters in Beaverton, Oregon , USA
World’s most competitive sports and fitness company
Nike employees over 26,000 people
Current CEO : Mark Parker
3. NAME
• Greek God of winning
• Symbol of a wing
• Promote Victory and Winning
9. EVOLUTION OF SWOOSH LOGO
•Created by graphic design student at Portland State
University in 1971
•Received $35 for the design and unknown amount of stock
in Nike
•Now one of most famous logos and trademarks in the world
13. COMPETITOR ANALYSIS-BRANDING
STRATEGY
COMPANY
STRATEGY
NIKE
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ATHLETIC, INFLUENTIAL,
OUTGOING,AGGRESSIVE, AMERICAN WAY OF
LIVING
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COLLABORATING WITH URBAN CULTURE
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SPONSORING SPORTS EVENTS
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ELEGANT,COLOURFUL, SPONTANEOUS,
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FASHION SHOWS
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OTHER COMPANIES
SOPHISTICATED PRODUCT QUALITY
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PUMA
STYLE OVER QUALITY
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ADIDAS,REEBOK
ENDORSES THE BEST ATHLETES
TARGETS TRACK AND FIELD MARKET
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TRYING TO CAPTURE MARKET SHARE- VERY
DIFFICULT WITHOUT SPENDING A LOT OF MONEY
http://www.youtube.com/watch?v=aPkyPdubqDs
16. BRAND MANTRA
Emotional
Descriptive
Function
Authentic
Athletic
Performance
Authentic : Nike’s features the best products in all the segments of sports and
athletics that makes it the first preference for amateurs and professionals.
Athletic: Nike creates an athletic like feel through the use of its high end
products. Often times it is the sole reason for purchasing a Nike product to be
get that feel of higher performance.
Performance : Nike’s products help in training harder, running faster, aiming
higher, being stronger that in turn helps in building up the performance and
endurance of the performer.
17. SWOT ANALYSIS
Strength:
Extensive visibility through brand athletes.
Strong research and development team.
No.1 sports brand in the world.
Manufactures 30% lighter shoes than the competitors.
Offers their product world wide.
18. WEAKNESS
Profits are largely depend on footwear products.
Products are highly priced.
In Cambodia and Pakistan their have been
allegations for child labour and poor working
conditions.
Nike has a lack of its own stores.
19. NIKE’S OVERALL REPUTATION
Nike's Overall Reputation
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well
Below Average Above
Well
No
Below Average
Average Above Opinion
Average
Average
20. OPPORTUNITIES
• Produce sportswear products by recycling manufacturing
waste.
• Expansion into sports sunglasses and jewellery items.
• Improve brand image by supporting events such as World cup
and Olympics.
21. THREATS
Smart competitors like Adidas,Reebok,Puma etc.
Competitors are trying to copy Nike's business model.
Different currencies used in the International trade.
Competitors are becoming more aggressive and creating high
quality products.
Recession
Consumers are searching for the lowest price products.
Nike is a premium brand – so consumers will start shifting
towards lower priced brands.
22. RECOMMENDATION
Engage more in community centred activities such as charity
programmes, fitness programmes for children to boost up
corporate social responsibility.
Invest more in R & D.
Targeting Asian pop culture such as pop singers, bollywood etc
Strengthen distribution in regions where Nike is currently losing
sales(ie , footwear's in US region)
Open Nike’s own retail stores world wide.
Going deeply into e-commerce can increase sales due to high
internet users.