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Nike pw presentation

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    Nike pw presentation Nike pw presentation Presentation Transcript

    • Nike Paul Vella Assignment 2
    • Nike Company Profile
      • American multinational manufacturing Co.
      • Core products include footwear & apparel
      • Unwavering commitment to advertising
      • Key Marketing Initiative
        • Use of high profile athletic endorsements
      • Nike’s brand portfolio
        • Nike, Cole Haan, Converse, Hurley, Nike Golf and Umbro.
        • 75% of the growth is expected from the Nike brand.
    • Marketing Campaign
      • Advertisements
        • Focus on individuals, not products
        • Ads focus on grit, determination, human spirit, courage & greatness
      • Co-founders’ vision
        • Bill Bowerman’s observation many years ago “endless possibility of human potential in sports”
        • Phil Knight “when we help athletes reach their potential, that process helps Nike & consumers reach their”
        • Set the tone for Nike and its core marketing initiative
    • High Profile Athletes
      • Signed Michael Jordan in 1985
        • First elite athlete signed
        • Jordan endorsed a version of Nike’s Air Shoe, otherwise know as “Air Jordans”.
        • From 1985 Nike continued to sign top athletes
      • Other Key Signings
        • Bo Jackson, Tiger Woods, Kobe Bryant, Lebron James
    • LeBron “The Rise”
      • Nike continues to maintain Bowerman’s legacy
      • Nike most recent campaign featuring Basketball superstar LeBron James called “The Rise”.
      • According to David Grasso, Vice President of Global Brand Marketing, the campaign celebrates LeBron’s courage to forge his own journey even when other may have disagreed with his decision.
      • It’s this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.
    • Core Marketing Initiative
      • Despite, the rising athlete endorsement cost and turbulent economic conditions, Nike remains committed to use of high profile athletes
      • Phil Knight said that “athletes at their best, represent some of our most noble characteristics- passion, commitment, competitive fire, being part of team, the ability to overcome adversity”
    • Financial Success
      • Marketing Initiative Translated to Unprecedented Revenue Growth
        • Revenues expanded to over $19B in fye2010 as compared to $0.946MM in fye1985 (signing of Jordan)
        • Net income increased from $0.01MM in fye1985 to $1.9B in fye2010
    • Brand Equity Model
      • Nike strong brand equity position
      • Brand Asset Valuator (5 Pillars)
        • Differentiation , Nike product line is well established (swoosh design trademarked in > 150 countries & easily distinguishes product from competitors, even without NIKE name)
        • Energy , Nike sales have expanded exponentially (<$1MM in 1985 to $19B in 2010)
    • Brand Equity Model (cont)
        • Relevance , significant global coverage (over 170 countries worldwide)
        • Esteem , Nike’s significant yoy earning growth is a reflection of how well the brand is regarded & respected.
        • Knowledge, Nike is the largest seller of athletic footwear & athletic apparel in the world, which demonstrates worldwide appeal & intimacy
    • Brand Asset Valuator
      • Nike Brand Asset Valuator (BAV) Results
        • Nike demonstrates Energized Brand Strength
        • Nike demonstrates Brand Stature
        • BAV reflects Nike as a Market Leader
    • Conclusion
      • Based on BAV Nike is a market leader
      • Nike continued use of high profile athletes to endorse its product has directly contributed to their financial success