2. Content
About
Nike
Marketing Mix
- 4P’s
- Vision & Mission
SWOT Analyses
Statistics Inf.
First Video Advertising
To conclude
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3. About Nike
American multinational corporation that
is engaged in the design, development
and worldwide marketing and selling of
footwear, apparel, equipment,
accessories and services.
January 25, 1964 Blue Ribbon Sports
Bill Bowerman and Phil Knight
May 30, 1971 renamed Nike, Inc
Name meaning : the Greek goddess of
victory.
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5. Vision Statement
“To bring inspiration and
innovation to every
athlete* in the world”
* “If you have
a body, you
are an
athlete”
Bill Bowerman,
co-founder
6. Marketing Mix
Product
•Professional Equipment
• Accessories
• Casual line of dress and footwear for men,
women and children.
• The production facilities are located close to
the raw material to have low labor prices.
• R&D : detail orientated on needs, age , gender
Price
• Competitive pricing policy
• Flexibility : type, season and the size and
purpose.
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7. Placement
• Global Network
Promotion
•1988 “Just Do it ”
• Celebrity Branding
•Online Stores
•Youth targeted media
• Sponsorships
• The brand swoosh logo and image makes
the company recognizable all over the globe.
•Nike Digital Sport
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8. Strengths and Weaknesses
STRENGTHS:
Strong brand recognition
Internet sales
Growing international presence
Superior research and
development department
Strong financial returns
Strong sense of culture in the
working environment
Great celebrity spokespersons
Automatic replenishment system
Successful experience being
competitive
Nike doesn’t own any factories
Successful and innovative
marketing campaigns
WEAKNESSES:
Lack of stores catering to the
active females
Poor employment practices at
their international
manufacturing sites giving a
bad reputation
CSR
Heavy dependency on
footwear sales
9. Opportunities and Threats
OPPORTUNITIES:
• Customer use of company’s
products change from athletic
purpose to a fashion item
• Development of international
trade (GAAT and NAFTA)
• Generation Y children (born
between 1979 and 1994) will
reach 60 million
•General demand for
clothing/footwear for leisure
activities continues to increase
• Growing e-commerce’s
positive effect since one of
company’s competitive
advantages is Internet sales
•Women demand for athletic
footwear and clothing is
increasing significantly
THREATS:
• Competitors which copy
company's business model (high
value branded product
manufactured at a low cost)
•Reebok's strong presence with
204 factory direct stores
•Adidas-Salomon AG, top
European competitor
• The impact of foreign currency
fluctuation and interest rates, and
political instability
• Labor and political unrest in the
suppliers countries
• Cost orientated customers vs
company’s higher-end market.
10. COMPETITORS
IN THE DOMESTIC MARKET
(i.e. U.S.) NIKE IS THE
INDUSTRY LEADER WITH
47% MARKET SHARE,
FOLLOWED BY REEBOK, A
DISTANT 2ND WITH 16%
AND ADIDAS WITH 6%.
NIKE
IS THE LARGEST
SELLER OF ATHLETIC
FOOTWEAR AND APPAREL
WORLDWIDE BY SALES.
14. Advertising
First Nike basketball Commercial 1975
http://www.youtube.com/watch?v=RsTpI
E7E_D0
Nike - My body is my weapon
http://www.youtube.com/watch?v=A_oo
JE9Veo0
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15. Thank You for your Attention
=)
Questions
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16. References
Nike – Marketing Strategies , Vivek Wamorkar, NIT Imperia Bangalore Center jul10.2011
Digital Marketing of Nike: From Communication to Dialogue, IBS Center of Management
Research, 2012
Nike Environmental Apparel Design Tool http://www.dexigner.com/news/22035
nike general info http://uk.finance.yahoo.com/q/pr?s=NKE
nike and social media
http://www.socialbakers.com/blog/790-nike-wins-brand-battle-on-social-media
nike history
http://www.fundinguniverse.com/company-histories/nike-inc-history/
brand info + products
http://nikeinc.com/
http://nikeinc.com/press-release/page/17
advertising and society
http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/
Why Nike's Buzz Marketing Strategy Is Riskier Than Red Bull'
http://www.forbes.com/sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-marketingstrategy-is-riskier-than-red-bulls/
Nike emotional branding
http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-thestory-of-heroism/
http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/
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