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Nike class presentation

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  • 1. 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  Nike is the U.S-based manufacturer of athletic shoes, apparel and sports equipment.  Stock symbol: NKE (NYSE)  Annual revenue (2008): more than $18billion  Founders: Bill Bowerman, Philip Knight  Year established: 1964 (as Blue Ribbon Sports)  Industry: Sportswear/equipment  HQ: Beaverton, Oregon  President/CEO: Mark Parker  Staff: 30,200  Products: shoes, apparel and sports equipment, accessories  Slogan: Just Do It!
  • 2. 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
  • 3. Footwear:  Running  Basketball  Soccer  Sport-inspired urban shoes  Children’s Shoes Performance Equipments: • Bags • Socks • Sport Balls • Eyewear • Timepieces • Electronic Devices • Bats • Gloves • Protective Equipments
  • 4. Nike Also Sells:  Apparels and Accessories  Athletic Bags  Offers Apparels for Licensed Sports Team Provides Licenses to Produce and Sell:  Swimwear  Cycling Apparel  Children’s Clothing  School Supplies • Electronic Devices • Eyewear • Golf Accessories • Belts
  • 5. The company sells its products to retail accounts, through its owned retail stores, and through a mix of independent distributors and licensees, as well as through Internet Web site ‘nikestore.com’. NIKE inc. has major four subsidiaries which are:  Converse  Cole Haan Holdings  Nike Bauer Hockey  Hurley International Sales Technique
  • 6.  Brand image  Web site of the Nike  Customer preferences  Update itself timely  Product diffrentiation
  • 7.  Product  Price  Place  Promotion
  • 8.  very light to walk  I feel comfortable  Hug my feet Nike “ JUST DO IT
  • 9.  Competitive Advantage – something which gives the organisation some advantage over its rivals  Brand Positioning and Brand Architecture Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).
  • 10. Athletic Shoe Market Share 2005 Nike 39.2% Adidas 15.1% Reebok 10.9% New Balance 9.4% K-Swiss 3.6% Timberland 2.9% Asics 2.1% Saucony 1.4% Athletic Shoe Market Share, 20002005
  • 11. Product Market -
  • 12. In 2008 sales revenue of Nike was 14% more than that in the previous year Chart 1: Revenue performance (fiscal year 2004-2008, 5-year CAGR 11%) 12,253 13,740 14,955 16,326 18,627 - 5,000 10,000 15,000 20,000 2004 2005 2006 2007 2008 Source: Nike,Inc. 2008
  • 13. o As we see from chart 2 the earning per share of Nike in 2008 is 28% more in comparison to the previous year. Chart 2: Nike,Inc. EPS performance (fiscal year 2004-2008, 5- year CAGR 22%) $1.75 $2.24 $2.64 $2.93 $3.74 $0.00 $1.00 $2.00 $3.00 $4.00 2004 2005 2006 2007 2008 Source: Nike,Inc. 2008
  • 14. International marketing Chart 3: Revenue distribution (Fiscal Year 2008 vs 2004)  We can conclude that revenue increased by 6% at international markets. Other businesse s, 1 % US, 3 % 20 4 Other businesse s, 12% Internation al, 49% US, 39% 200 4
  • 15. Strategic Planning: Business Definition Target Consumer What do we want them to THINK What do we want them to FEEL How do we want them to ACT Brand DESTINATION Nike
  • 16. Competitive strategies adopted by NIKE Holistic Marketing Innovative and Niche products Increased Value Chain Breakthrough Marketing Selective Distribution Participating in events and shows Endorsing sports personalities
  • 17. • Poor Labor Practices in Asian Countries • Child Labor in Cambodia and Pakistan • Vigorous overtime • Paid below low wages • Verbal abuse and sexual harassment • Poor Health and Safety conditions • Poor medical facility • Restrictions on drinking water
  • 18.  Company should follow Corporate Social Responsibily  Nike should hier 3rd party for audits  Nike should work with General Federation Of Labor and Labor Union  Nike should work with other shoe manufacturers, provides fair wages to the workers Recommendations
  • 19. Presented By:- Ashik- - - - Dipu- 132- 9 -0-13 Salauddin- 132- -0-13 Rakib- 132- -0-13 Tusher- 132- -0-13 Rabbi- - - - Parvas- 132-098-0-135