NIKE-STILL A LONG WAY TO GO… BY MANOJ KUMAR MANJUNATH MANJU J
ABOUT NIKE <ul><li>Number one US athletic footwear company. </li></ul><ul><li>Most recognized US brand among foreign consu...
AD CAMPAIGNS <ul><li>Concept based-’IMAGE TRANSFER’ </li></ul><ul><li>Brand ambassadors-Michael Jordan, John Mc Enroe etc....
PROBLEM INVOLVED <ul><li>Marketing strategy for decision making-regarding product advertising. </li></ul><ul><li>Managemen...
FACTS OF THE CASE <ul><li>Nike ads did not specifically place a product or mention brand name. </li></ul><ul><li>Atmospher...
<ul><li>Still didn’t back away from innovative marketing. </li></ul><ul><li>Excelled in advertising area. </li></ul><ul><l...
MARKETING RESEARCH??? <ul><li>Observing consumer behavior, particular brand segment and fast moving brand. </li></ul><ul><...
MANAGEMENT DECISION <ul><li>By 2010,looks into international arena. </li></ul><ul><li>Aimed at expanding into soccer and i...
CONCLUSION <ul><li>NIKE has to reach out to unexplored regions of sport. </li></ul><ul><li>Has world wide distribution cen...
THANKYOU
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Nike

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Nike

  1. 1. NIKE-STILL A LONG WAY TO GO… BY MANOJ KUMAR MANJUNATH MANJU J
  2. 2. ABOUT NIKE <ul><li>Number one US athletic footwear company. </li></ul><ul><li>Most recognized US brand among foreign consumers. </li></ul><ul><li>In 2001-Sales of over $9.5 billion. </li></ul>
  3. 3. AD CAMPAIGNS <ul><li>Concept based-’IMAGE TRANSFER’ </li></ul><ul><li>Brand ambassadors-Michael Jordan, John Mc Enroe etc. </li></ul><ul><li>Campaigns- </li></ul><ul><li>---I CAN(1998) </li></ul><ul><li>---JUST DO IT </li></ul><ul><li>---SEARCH AND DESTROY </li></ul><ul><li>---TAKE ME OUT TO THE BALL GAME </li></ul>
  4. 4. PROBLEM INVOLVED <ul><li>Marketing strategy for decision making-regarding product advertising. </li></ul><ul><li>Management decision problem-To attain leadership position. </li></ul>
  5. 5. FACTS OF THE CASE <ul><li>Nike ads did not specifically place a product or mention brand name. </li></ul><ul><li>Atmosphere created and brand associated with it. </li></ul><ul><li>Emphasized more on product innovation than athletes and exposure. </li></ul><ul><li>In 1998,featured more product-focused ads. </li></ul>
  6. 6. <ul><li>Still didn’t back away from innovative marketing. </li></ul><ul><li>Excelled in advertising area. </li></ul><ul><li>In 2001,introduced NIKE SHOX-shoes providing support, comfort and shock absorbent. </li></ul><ul><li>By 2003,it had one-third of international sales. </li></ul>
  7. 7. MARKETING RESEARCH??? <ul><li>Observing consumer behavior, particular brand segment and fast moving brand. </li></ul><ul><li>Communicate about topics including participant’s attitude, motivation, intention and expectation. </li></ul><ul><li>Telephone, mail and Internet. </li></ul><ul><li>Survey of ad campaign  Analysis of main strength. </li></ul>
  8. 8. MANAGEMENT DECISION <ul><li>By 2010,looks into international arena. </li></ul><ul><li>Aimed at expanding into soccer and international sports arena. </li></ul><ul><li>Build up presence in key markets—China, Germany, Japan. </li></ul><ul><li>Concentrate on region specific sports. </li></ul>
  9. 9. CONCLUSION <ul><li>NIKE has to reach out to unexplored regions of sport. </li></ul><ul><li>Has world wide distribution centers to achieve greater control of its operations. </li></ul><ul><li>Research helps it to stay ahead of competition from ADIDAS AND REEBOK, but still has a long way to run… </li></ul>
  10. 10. THANKYOU
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