Introducing.. The Nike Project
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Introducing.. The Nike Project



Class project on Nike.

Class project on Nike.



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    Introducing.. The Nike Project Introducing.. The Nike Project Presentation Transcript

    • NIKE
    • Brief History
      Phil Knight and Bill Bowerman formed Blue Ribbon Sports to make quality running shoes. Sold shoes at Track Meets.
      Nike, named after the Greek Goddess of Victory
      1972 Olympics, convinced some of the runners to wear their shoes
      By 1979 had obtained 50% of the running shoe market
      Went public in 1980
      1992, opened the first NIKETOWN
      1997, launched Jordan-Brand footwear
      2000, expanded into the electronic market such as heart monitors, two-way radios, and MP3 players.
    • Brand
      Nike is the number one sports brand in the world.
      Nike signs with some of the top athletes of each sport to represent Nike to the fullest
      Nike wants to be seen as a symbol of strength, dedication, hardwork, sweat, and perseverance that will create the desire to succeed.
      Nike wants to sell a feeling and an emotion
    • Nike is engaged in the design, development and worldwide marketing of footwear, apparel, equipment, and accessory products.
      25,000 retail accounts in the US.
      In nearly 200 countries.
      Athletic footwear designed specifically for athletic use.
      Creates designs for men, women, children in a variety of categories:
      • Running
      • Basketball
      • Cross-training
      • Tennis
      • Golf
      • Soccer
      • Baseball
      • Football
      • Bicycling
      • Volleyball
      Nike Commercial
      Nike Commercial 2
    • Strengths and Weaknesses
      Very competitive
      Sponsorship of top athletes
      Valuable coverage
      No factories
      If prices rise and can be made cheaper somewhere else, will move the production.
      Very diverse range of sports products but is very dependent on footwear
      Could be vulnerable if for any reason market share wears away
    • OpportunitiesNike as a fashion brand
    • OpportunitiesThe World Cup & Olympics
    • Nike’s Competitors
      New Balance
      Converse (prior to being bought by Nike in 2003)
      Sketches U.S.A
      Under Armour
    • ADIDAS
      Known for their athletic shoes
      #2 maker of sporting goods in their current market
      Recently won the sponsorship for the 2008 Olympics
      Bought Reebok in 2006
      Sponsor Kobe Bryant, David Beckham & Anna Kournikova
      “Impossible is Nothing”
    • Under Armour
      Top of the market for performance apparel
      Just starting to come into athletic footwear
      Introduced football cleats in 2006
      Introduced baseball/softball cleats in 2007
      Primary consumers are men but are expanding towards women and children
      Offers clothing made from new technology to keep athletes warm/cool
    • Nike Sales
      Distributes and sells in over 25,000 retail accounts in the U.S.
      Stopped selling their shoes at Sears and announced a partnership with Footlocker in 2007.
      Launching House Of Hoops by Footlocker which would hold only Nike products
      Investing more time and money into the international markets, specifically Asia/Pacific (15% of total sales)
      Introduced new line of retro shoes to the
      Chinese in February of 2008 to
      commemorate the 1984 Olympics
      Partners with Apple to come up
      with Nike Plus-branded shoes
    • Nike’s High Quality Products
      Nike uses innovative strategies to always stay above to competition.
      Always introducing new products such as Nike Shox, shoes with ipods, etc.
      Allow consumers to personalize their own apparel.
      On the Nike Website can “build” their own shoe
    • “Build” Your Own Shoe
    • Demographic
      No defined demographic
      Anywhere from white male 17-50 athlete to a female 65 and older who needs shoes to walk in for simple exercise
      Nike avoids targeting specific markets, preferring to broaden its appeal across boundaries of age and social status
      Covers every sport, age, demographic and budget of every athlete
    • “Just Do It.”
    • NikeSegments
      Nike Basketball
      Nike Women
      Nike Golf
      Cole Hann
    • Nike Basketball
      Most successful division of Nike
      Air Jordan broke Nike into the basketball world
      Targets 16 year old males &
      Viral video campaign
      MJ Commercial
    • PromotionalStrategy
      High quality
      Stylish sporting apparel
      Risk taking
      High profile sponsorships
      “Word-of-Foot” to sponsorships and TV Ads.
      Nikes has won many awards for their advertisements
    • PromotionalStrategy
      Want to encourage people to be active to promote a reason to purchase their products
      “You either
      ran today or
      you didn’t.”
      Meant to inspire.
      Produce different ads depending
      on where the ad will be seen.
    • Marketing Mix
      Uses three of the four main factors in the marketing mix:
      Sales Promotion
      Public Relations
    • Project By:
      Amy DeMallie
      Tess Maurici
      Lindsay Dixon
      Courtney Rivers