This document provides an overview of the Nike brand profile including key details such as:
- Nike is a sports apparel and equipment company owned by Nike Inc. targeting sports enthusiasts.
- Their tagline is "Just Do It" and they are known for professional athlete-quality shoes.
- The document outlines Nike's logo evolution, mission statement, organizational structure, product range and marketing mix, competitor analysis, and social responsibilities.
2. BRAND PROFILE
Parent Company : Nike Inc.
Category : Apparel, Sports Equipment and
Accessories
Tagline/ Slogan : Just do it
USP : Shoes that are made for professional
athletes
Segment :Sports enthusiasts
Target Group : Men, women and children from
urban upper-middle and upper class
6. ”To bring inspiration and innovation to every
athlete* in the world.”
* If you have a body, you are an athlete .
MISSION STATEMENT
Source : us.nike.com
7. ”To bring inspiration and innovation to every
athlete* in the world.”
* If you have a body, you are an athlete .
MISSION STATEMENT
Inspires people to adopt a winner mindset
Source : Self Developed
8. ”To bring inspiration and innovation to every
athlete* in the world.”
* If you have a body, you are an athlete .
MISSION STATEMENT
Continuous improvement of products through new technologies.
Source : Self Developed
9. ”To bring inspiration and innovation to every
athlete* in the world.”
* If you have a body, you are an athlete .
MISSION STATEMENT
Target every consumer around the world
Source : Self Developed
10. ”To bring inspiration and innovation to every
athlete* in the world.”
* If you have a body, you are an athlete .
MISSION STATEMENT
Every existing person is potential customer
Source : Self Developed
12. Geographical breakdown of NIKE’S revenue.
48%
20%
5%
11%
3%
13%
North America
Western Europe
Central & Eastern Europe
Greater China
Japan
Emerging Markets
Source : Nike Annual Report 2015
13. Nike hierarchical decision making pyramid.
Global
Headquarters
Regional
Headquarters
Subsidiaries
Source : Inside the NIKE matrix,WU university 2013
14. • Matrix organizational structure or flat organizational
structure.
What is Matrix Structure ?
Source : Inside the NIKE matrix,WU university 2013
17. Store location: Saket
Size: 1200 sq. ft.
No. of employees hired: 13
No of employees on duty: 8
Displays changed monthly
Decorated for upcoming
events.
Merchandise organised:
gender first and then usage.
Well lit, low-key music.
FIRST STORE
Source: tiinfotech.co.in
18. SECOND STORE
Store location: Connaught Place
Size: 1600 sq. ft.
No. of employees hired: 14
No. of employees on duty: 10
Displays are changed monthly
Merchandise organised: gender, design and
sizes.
Source: magicpin.in
Bright and somewhat noisy.
19. THIRD STORE
Store location: Ashok vihar
Size: 1000 sq. ft.
No. of employees hired: 10
No of employees on duty: 6
Displays changed quarterly
according to season.
Merchandise organised: sale,
gender and size.
dim lights ,bright light on
certain products. Music was
soft and soothing.
Source: nike.ssiplgroup.com
21. Basis
Market share in
India
Retail value share
of 4%
Retail value share
of 4%
Retail value share
of 3%
Types of
merchandise
Foot wear, Sports apparel ,
Sports equipment and
Accessories
Foot wear, Sports apparel and
accessories
Foot wear, Sports apparel and
accessories
Number of retail
stores
worldwide
1045 1352 600
Average size of
store
Starting 400 square feet Starting 350-400 square feet Starting 250 square feet
Average Pricing AVERAGE 4,000 - 20,000 INR AVERAGE 3,500- 20,000 INR AVERAGE 2500- 17,000 INR
Raw materials
used
Polyester , Elastane ,rubber, eva
foam,cotton,leather
Recycled Polyester, Nylon
,Polystrene, sustainable cotton,
leather
Recycled Polyester
,thermoplastic
polyurethane(TPU), cotton
Revenue in India
(Per Annum )
624 crore INR 737 crore INR 766 crore INR
Overall
Worldwide sales
$32.01 Billion $18.76 Billion $ 3.8 Billion dollars
22. SWOT Analysis
• Product
Innovation
• Strong global
brand
• Low
manufacturing
cost
• Proficient
leadership
• Excessive
dependence
on footwear
• High prices
• High
Spending on
advertising
• Sweatshop
issue
• Emerging
markets
• E-commerce
trade
• Product
expansion
• Sustainable
innovation
• Intense
competition
• Fluctuating
international
market
• counterfeit cases
• Risky supply
chain
management
31. Global athletic
footwear
market, value
worth USD
74.7 billion in
2011
Compound
Annual Growth
Rate(CAGR) –
1.8%
Will reach
market value
worth USD
84.4 billion by
2018.
Source: prnewswire.com,2015
34. Segmentation
Demographics
segmentation
Age range of 15-55
Psychographics and
behavioural
Sports or athletic
oriented
Active lifestyle Geographic
segmentation
USA, Asia-pacific Europe,
Africa
Objective:North-America,
China, Japan, and Middle-
East.
Source : Strategic Marketing,2016
37. DEMOGRAHPIC AND PSYCHOGRAPHIC
NAME: Muskan Puri
Gender: FEMALE
Age: 20
Marital Status: UNMARRIED
Occupation: STUDENT (Psychology Hons, DU)
City: NEW DELHI
Family income:
Rs. 4,00,00,000-Rs. 6,00,00,000 (per annum)
Motto: Live life to the fullest
41. “AT NIKE, WE BELIEVE IT IS NOT ENOUGH
TO ADAPT TO WHAT THE FUTURE MAY
BRING – WE’RE CREATING THE FUTURE
WE WANT TO SEE THROUGH
SUSTAINABLE INNOVATION.”
Mark Parker, President and CEO, NIKE, Inc.
Source : about.nike.com
50. Women Wear
NIKE
INTERNATIONAL
WOMEN'S GRAPHIC LEGGINGS
₹3,095
Elastic waistband
Reflective logo stands out in low light
Fabric: 57% cotton/32% polyester/11%
elastane
NIKE POWER
LEGENDARY
WOMEN'S PRINTED MID-
RISE TRAINING TIGHTS
₹6,495
Fabric: Body: Dri-FIT 80%
nylon/20% elastane.
Flat seams
Pocket at waistband for storing
small items
NIKE TECH
FLYKNIT
JOGGING PANTS
INR 7538
Drawstring waistband
Biker stitching details
Fabric69%Cotton 31%Polyester
NIKE X KIM
JONES
SWEATPANTS
INR 15589
Ribbed cuffs at hem
Elastic strap for roll-up carrying
Fabric :70%Cotton 30%Polyester
Source: store.nike.com
51. NIKE X Kim
Jones
NIKELAB WINDRUNNER X KIM
JONES TOP
INR 17639
Front half snap button placket
High collar,Short sleeves
Fabric : 100% POLYESTER
NIKE PRO
HYPERWARM
WOMEN'S LONG-SLEEVE
TRAINING TOP
₹3,595
Dropped hem
Fabric: Body: Dri-FIT 87%
polyester/13% elastane.
NIKE
SPORTSWEAR
RALLY
WOMEN'S CREW
₹4,195
Dropped back hem
Raglan sleeves
Fabric: 63% cotton/19%
polyester/18% rayon
NIKE PRO
HYPERCOOL
WOMEN'S 3" (7.5CM APPROX.)
TRAINING SHORTS
₹2,495
Elastic waistband
Flat seams
Fabric: Body: Dri-FIT 80% polyester/20%
elastane.
Source: store.nike.com
52. NikeLab X
Riccardo Tisci
NIKELAB X RT FLORAL PRINTED
JACKET
INR 19468
Non-detachable drawstring hood
All over print placement
Fabric: 100 % POLYESTER
NIKE COOL
WOMEN'S RUNNING TOP
₹1,895
Cap sleeves
Fabric: Dri-FIT 100% recycled
polyester
NIKE DRY
TEMPO
WOMEN'S 3" RUNNING
SHORTS
₹2,295
Interior drop pocket and back zip
pocket
Fabric: Dri-FIT 100% polyester
NIKE PRO
INDY
WOMEN'S LIGHT
SPORTS BRA
₹2,295
Thin, adjustable straps for a
personalised fit
For light-impact sports
Fabric: Body: Dri-FIT 88%
recycled polyester/12%
elastane.
Source: store.nike.com
53. Men wear
NIKE DRI-FIT
MEN'S TRAINING TOP
₹1,795
Ultra-soft Dri-FIT
Fabric: Dri-FIT 100% polyester
NIKE
LEBRON
MAX
MEN'S TROUSERS
₹5,295
Tailored fit for streamlined comfort
Side zip pockets and back pocket
Fabric: Dri-FIT 92% polyester/8%
elastane
NIKE FLEX
MEN'S 7" RUNNING
SHORTS
₹2,195
Vented hem
Multiple pockets
Fabric: Body: Dri-FIT 100%
polyester.
NIKE ELITE
MEN'S BASKETBALL
SHORTS
₹2,595
Stretch waist
Side welt pockets
Fabric: Dri-FIT 100% polyester
Source: store.nike.com
54. NIKE
THERMA
HYPER ELITE
MEN'S BASKETBALL
HOODIE
₹5,495
Tapered fit and dropped back hem
Zip kangaroo pocket
Fabric: 100% polyester
NIKE DRY
CONTOUR
SHORT-SLEEVE
RUNNING TOP
₹2,795
Crew neck with interior taping
Fabric: Dri-FIT 100% polyester
NIKE
AEROLOFT
HYBRID
MEN'S BASKETBALL
JACKET
₹17,995
Articulated cuffs designed for ball
handling
Dropped back
Fabric: 100% Polyester
AIR JORDAN
11
MEN'S JACKET
₹6,995
Elastic cuffs and drawcord hem
Foldover collar for a classic look
Fabric: 50% nylon/50% cotton
Source: store.nike.com
55. JORDAN
CLOUDED
NIGHTMARES
MEN'S T-SHIRT
₹2,195
Rib crew neck with interior taping
Fabric: 100% cotton
NIKE POWER
SPEED FLASH
MEN'S RUNNING TIGHTS
₹7,295
Drawcord offers a snug,
Zip pocket on right hip
Fabric: 74% polyester/26% elastane
KYRIE ELITE
SWEATSHIRT
MEN'S BASKETBALL
HOODIE
₹4,595
Multi-panel hood
Kangaroo pocket with internal
media-cord port
Fabric: Dri-FIT 100% polyester
NIKE
WINDRUNNER
MEN'S JACKET
₹4,995
26-degree chevron
Fabric: 100% polyester
Source: store.nike.com
56. • In this project we used 2 theoretical models – SWOT
analysis, BCG Matrix.
• Models were applied on Nike and showed and
explained main aspects of brand building of Nike.
• Revealed strong and weak sides of thecompany in
brand building.
• We learnt to develop- Consumer Dilo, Mood Board.
• Learnt Harvard Referencing.
Reflections
57. • Nike Timeline (no date) Available at:
http://xroads.virginia.edu/~class/am483_97/projects/hincker/timeline.html
(Accessed: 7 October 2016).
• Smith, A. (2016) The evolution of Nike - parachute. Available at:
https://www.thisisparachute.com/2016/04/15/the-evolution-of-nike/ (Accessed: 22
October 2016).
• Nike mission statement (no date) Available at: http://help-en-
us.nike.com/app/answers/detail/a_id/113/~/nike-mission-statement (Accessed: 26
October 2016).
• Learning, L. (no date) Reading: The organization chart and reporting structure.
Available at: https://courses.lumenlearning.com/introbusinesswmopen/chapter/the-
organization-chart-and-reporting-structure/ (Accessed: 5 November 2016).
References
58. • Topic: Nike (2016) Available at: https://www.statista.com/topics/1243/nike/
(Accessed: 7 November 2016).
• EDU, O.U.U. (2015) Nikeshoes. Available at:
https://u.osu.edu/nikeshoes/raw-materials/ (Accessed: 10 November 2016).
• 2015, Available at:
http://s1.q4cdn.com/806093406/files/doc_financials/2015/ar/docs/nike-
2015-form-10K.pdf (Accessed: 21 November 2016).
•
2013, Available at:
http://s1.q4cdn.com/806093406/files/doc_financials/2013/docs/nike-2013-
form-10K.pdf (Accessed: 21 November 2016).
• 2014, Available at:
https://www.sec.gov/Archives/edgar/data/320187/000032018714000097/nk
e-5312014x10k.htm (Accessed: 21 November 2016).
59. • Ahmed, R. (2016) Strategic Marketing. Available at:
https://www.researchgate.net/publication/299889166_Strategic_Marketing_
Plan_of_Nike (Accessed: 18 November 2016).
• Goi, C. L. (2009). A review of marketing mix: 4Ps or more? International
Journal of Marketing Studies, 1(1), 2.
Editor's Notes
Geogrophical breakdown
4 regions
US
EMEA
Asia
Americas
A matrix organizational structure is a company structure in which the reporting relationships are set up as a grid, or matrix, rather than in the traditional hierarchy. In other words, employees have dual reporting relationships - generally to both a functional manager and a product manager.