Nike basic marketing

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Nike basic marketing

  1. 1. Marketing WS 2013/14 Prof. Sabine Haller Pinzari Ana
  2. 2. Content  About Nike Marketing Mix - 4P’s - Vision & Mission SWOT Analyses Statistics Inf. First Video Advertising  To conclude 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 2
  3. 3. About Nike  American multinational corporation that is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. January 25, 1964 Blue Ribbon Sports Bill Bowerman and Phil Knight  May 30, 1971 renamed Nike, Inc  Name meaning : the Greek goddess of victory.  11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 3
  4. 4. Owned Subsidiary
  5. 5. Vision Statement “To bring inspiration and innovation to every athlete* in the world” * “If you have a body, you are an athlete” Bill Bowerman, co-founder
  6. 6. Marketing Mix  Product •Professional Equipment • Accessories • Casual line of dress and footwear for men, women and children. • The production facilities are located close to the raw material to have low labor prices. • R&D : detail orientated on needs, age , gender Price • Competitive pricing policy • Flexibility : type, season and the size and purpose. 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 6
  7. 7. Placement • Global Network  Promotion •1988 “Just Do it ”  • Celebrity Branding •Online Stores •Youth targeted media • Sponsorships • The brand swoosh logo and image makes the company recognizable all over the globe. •Nike Digital Sport 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 7
  8. 8. Strengths and Weaknesses STRENGTHS:  Strong brand recognition  Internet sales  Growing international presence  Superior research and development department  Strong financial returns  Strong sense of culture in the working environment  Great celebrity spokespersons  Automatic replenishment system  Successful experience being competitive  Nike doesn’t own any factories  Successful and innovative marketing campaigns WEAKNESSES:  Lack of stores catering to the active females  Poor employment practices at their international manufacturing sites giving a bad reputation  CSR  Heavy dependency on footwear sales
  9. 9. Opportunities and Threats OPPORTUNITIES: • Customer use of company’s products change from athletic purpose to a fashion item • Development of international trade (GAAT and NAFTA) • Generation Y children (born between 1979 and 1994) will reach 60 million •General demand for clothing/footwear for leisure activities continues to increase • Growing e-commerce’s positive effect since one of company’s competitive advantages is Internet sales •Women demand for athletic footwear and clothing is increasing significantly THREATS: • Competitors which copy company's business model (high value branded product manufactured at a low cost) •Reebok's strong presence with 204 factory direct stores •Adidas-Salomon AG, top European competitor • The impact of foreign currency fluctuation and interest rates, and political instability • Labor and political unrest in the suppliers countries • Cost orientated customers vs company’s higher-end market.
  10. 10. COMPETITORS IN THE DOMESTIC MARKET (i.e. U.S.) NIKE IS THE INDUSTRY LEADER WITH 47% MARKET SHARE, FOLLOWED BY REEBOK, A DISTANT 2ND WITH 16% AND ADIDAS WITH 6%. NIKE IS THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL WORLDWIDE BY SALES.
  11. 11. Statistics 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 11
  12. 12. 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 12
  13. 13. 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 13
  14. 14. Advertising First Nike basketball Commercial 1975 http://www.youtube.com/watch?v=RsTpI E7E_D0 Nike - My body is my weapon http://www.youtube.com/watch?v=A_oo JE9Veo0 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 14
  15. 15. Thank You for your Attention =) Questions 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 15
  16. 16. References  Nike – Marketing Strategies , Vivek Wamorkar, NIT Imperia Bangalore Center jul10.2011  Digital Marketing of Nike: From Communication to Dialogue, IBS Center of Management Research, 2012  Nike Environmental Apparel Design Tool http://www.dexigner.com/news/22035  nike general info http://uk.finance.yahoo.com/q/pr?s=NKE  nike and social media  http://www.socialbakers.com/blog/790-nike-wins-brand-battle-on-social-media  nike history http://www.fundinguniverse.com/company-histories/nike-inc-history/  brand info + products http://nikeinc.com/ http://nikeinc.com/press-release/page/17  advertising and society http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/  Why Nike's Buzz Marketing Strategy Is Riskier Than Red Bull'  http://www.forbes.com/sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-marketingstrategy-is-riskier-than-red-bulls/  Nike emotional branding http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-thestory-of-heroism/ http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/ 11/21/2013 Pinzari Ana/ Marketing/ HWR Berlin 16

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