Nike brand audit final ppt

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Nike brand audit final ppt

  1. 1. SANTHOSH WILSON 12781528 AJIT JOSE MATHEW 12774704
  2. 2. NIKE’S STORY • • • • • • • 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. 3. NAME • Greek God of winning • Symbol of a wing • Promote Victory and Winning
  4. 4. NIKE’S BRAND IDENTITY • SLOGAN: “Just Do It” • LOGO: NIKE SWOOSH • BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic and aggressive • EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy
  5. 5. NIKE’S BRAND IDENTITY
  6. 6. NIKE’S BRAND IDENTITY
  7. 7. NIKE’S BRAND IDENTITY
  8. 8. NIKE’S BRAND IDENTITY • SLOGAN: “Just Do It” • LOGO: NIKE SWOOSH • BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic and aggressive • EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy
  9. 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
  10. 10. COMPETITOR ANALYSIS
  11. 11. COMPETITOR ANALYSIS 2013  Nike has a dominate global market share of 41%  Adidas is 8.2%  Reebok is 3.2%
  12. 12. COMPETITOR ANALYSIS SPORT NIKE ADIDAS REEBOK NEW BALANCE Walking X X X X Basket Ball X X X X Childrens X X X X Tennis X X X X Lifestyle X X Skating X X Cross X X X X Soccer X X X X Running X X X Training
  13. 13. COMPETITOR ANALYSIS-BRANDING STRATEGY COMPANY STRATEGY NIKE • ATHLETIC, INFLUENTIAL, OUTGOING,AGGRESSIVE, AMERICAN WAY OF LIVING • • COLLABORATING WITH URBAN CULTURE • SPONSORING SPORTS EVENTS • ELEGANT,COLOURFUL, SPONTANEOUS, • FASHION SHOWS • OTHER COMPANIES SOPHISTICATED PRODUCT QUALITY • PUMA STYLE OVER QUALITY • ADIDAS,REEBOK ENDORSES THE BEST ATHLETES TARGETS TRACK AND FIELD MARKET • TRYING TO CAPTURE MARKET SHARE- VERY DIFFICULT WITHOUT SPENDING A LOT OF MONEY http://www.youtube.com/watch?v=aPkyPdubqDs
  14. 14. SOME FAMOUS PEOPLE WHO WERE SUPPORTED BY NIKE
  15. 15. 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.
  16. 16. 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.
  17. 17. 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.
  18. 18. 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
  19. 19. 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.
  20. 20. 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.
  21. 21. 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.
  22. 22. SLOGAN

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