positioning of NIKE, and asbrand management

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Introduction: History
1962: Blue Ribbon Sport (BRS)
• Founded by runner Phil Knight and legendary track
coach Bill Bowerman
• Mission: “To provide athletes with better shoes.”
• Distributor of Japanese “Tiger” running shoes in the
U it d St tUnited States.
• Bowerman was known for constantly experimenting to
give his athletes a competitive advantage
• Knight did MBA from Stanford University; wrote a
paper that proposed quality running shoes could be
manufactured in Japan to compete with German
brands
Introduction: History
1967: First Retail Store
• Located on Pico Boulevard in Santa Monica,
California
1971: BRS Introduced The “Swoosh” and “nike”
• From a footwear distributor to designing andFrom a footwear distributor to designing and
manufacturing their own brand of athletic shoes
• For $35, a graphic design student Carolyn
Davidson created the logo “swoosh”
• Based on the Greek Goddess of Victory, BRS
made a soccer cleat called “The Nike”
Introduction: History
1972: First Nike Products
• Debut of new Nike line of footwear
• Distributed to athletes competing in the US
Olympic Track & Field Trials in Eugene, Oregon
St P f t i O i t k d fi ld• Steve Prefontaine: Oregonian track and field
athlete to endorse and elevate the new Nike
line
1978: Nike … The brand
• Blue Ribbon Sports officially changes its name
to Nike, Inc.
Introduction: History
1979: Launch of Nike Air technology
in the Tailwind running shoe
1980: Became a publicly traded company
1985: New signature shoe with Michael Jordan
helped bolster Nike’s dwindling bottom line
1987: Revamped product and marketing campaign
designed to regain the industry lead and
differentiate Nike from its competitors with
Beatles’ “Revolution” song
1988: Tagline “Just do it.”
1989: Regained its position as the industry leader
Introduction: History
1994/5: Signed World Cup‐winning Brazilian
National Football Team
1996: Eldrick “Tiger” Woods for a reported
US$5 million per year
1999: Lance Armstrong seven time Tour de1999: Lance Armstrong ‐ seven‐time Tour de
France cycling race winner
2011: Finance performance
• Fiscal Year revenues of US$20.9 billion
• Net income of US$594 million

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Introduction: Present
Mission: To bring inspiration and innovation to
every athlete* in the world.
(*If you have a body, you are an athlete)
Goal: To carry on the legacy of innovative
thinking, whether to develop products that
h l thl t f l l f bilit hhelp athletes of every level of ability reach
their potential, or to create business
opportunities that set Nike apart from the
competition and provide value for our
shareholders.
Global marketer of athletic footwear, apparel
and equipment
Introduction: Present
Brand Portfolio
• Wholly‐owned subsidiaries including Cole
Haan, Converse Inc., Hurley International LLC,
NIKE Golf, and Umbro Ltd.
Operation
• In more than 160 countries across six
continents
• More than 35,000 Nike employees
• Through suppliers, shippers, retailers and
other service providers, directly or indirectly
employing nearly one million people
Introduction: Products
Sports equipment: shoes, jerseys, shorts, for a wide
range of sports, including track and field, baseball, ice
hockey, tennis, football, basketball, and cricket
For outdoor activities : shoes and apparel for sports
activities for football, basketball, running, combat
sports, tennis, American football, athletics, golf, cross
training, tennis, skateboarding, cycling, volleyball,
wrestling, cheerleading, aquatic activities, auto racing,
and other athletic and recreational uses for men,
women, and children
Nike is well known and popular in youth culture, esp.
hip hop culture for urban fashion clothing
Nike recently teamed up with Apple, Inc. for Nike+
product that monitors a runner's performance via iPod
nano, iPhone
Introduction: Products
Positioning: Target Market
To bring inspiration and innovation to every athlete* in
the world.
(*If you have a body, you are an athlete)
Men, women, and children
Active people who enjoy high‐quality sportingActive people who enjoy high‐quality sporting
goods, especially footwear
World Leader: 33% Market share, followed by
adidas, 22% (source: adidas reports 2009)
Positioning: Frame of Reference
Quality, Durability, Comfortable, Style, good
reputation, breakthrough design and
technology of products, packaging, sense of
being associated with the best, #1 brand
Having a positive attitude when they exercise/
workout
Consistent and timely shipment of goods
Nike is used by top athletes,
teams

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Positioning: Frame of Reference
For the young people, personality is their goal; If
a brand finds the new fashion, and then it can
lead the fashion trend. Nike is has done it so.
Cool, Confident, Stylish, Bright Colors, Shiny
Positioning: Point of difference
Nike’s is known for their footwear: it has a
whole line up of footwear for almost every
sport
Nike as a brand commands high premiums and
is often more expensive than its competitorsp p
Nike that make shoes better for everyone
Nike offers a new style in every series
Positioning: Reasons to believe
World leader, 33% market share
Consumer Affairs mission
‘To represent the highest service standard
within and beyond our industry, building loyal
consumer relationships around the world ’consumer relationships around the world.
Return guidelines
Nike has made arrangements with authorized
retail accounts to accept returns for products
with MATERIAL or WORKMANSHIP flaws.
Distinctive
Mythological
Name
Positioning: Reasons to believe
Distinctive
“Swoosh” Logo
Powerful
Slogan
Positioning: Reasons to believe Positioning: Reasons to believe

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Thank You