Nike + i pod case

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A presentation given in response to a Nike + iPod case/old exam paper ( yes, it was rather old)

A presentation given in response to a Nike + iPod case/old exam paper ( yes, it was rather old)

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  • Jacob
  • Mads
  • Martin
  • Mads
  • Jacob
  • Martin

Transcript

  • 1. Case presented by Jacob, Martin & Mads
  • 2. Nike Apple A major player in the  Designs and markets clothing and sports consumer electronics, equipment industry computer software and Founded in 1964 as Blue personal computers Ribbon Sports  Founded in 1976 Nike sponsors a large number of high profile  Best known for the athletes and sports teams around the world Macintosh computer, iPod, iPhone and iPad Recognized by the “Just do it” slogan and Swoosh logoIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 3.  The product:  The Nike + iPod kit measures and records the distance and pace of a walk or run, using a small chip embedded in a Nike shoe, which communicates with an iPod and other Apple software The scene:  Intelligent sportswear The case - Nike+ iPod:  Nike-Apple partnership  Strategic opportunities/pitfalls  Co-branding & decision-making process  Adidas-Samsung vs. Nike + iPodIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 4. Conduct an analysis of the Nike-Apple partnership, including a discussion of the strategic opportunities (and possible pitfalls) this collaboration presents for each partner?IntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 5.  Both market leaders within their industry Mutual interests Same type of customers Brand synergy - both ways  Large joined customer base  75% of all runners already listen to music (Enclosure 2)  A Nike crisis affects Apple and vice versa ”The Nike/Apple co-branding ventures is successfulbecause of its undeniable ability to addvalue to eachother’sproducts, therebycreatingsomethinggreaterthan the sum of their parts.” - The Duffy Agency.IntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 6. S The Apple & Nike brands Innovative Market leaders Large loyal customer base W Product requirements High priced O Brand synergy Distribution channels Expansion of technology T Expansion of technology Potential harmful influencesIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 7.  Strategic alliance  Product alliance  Promotional alliance Product development strategy (Ansoff) Horizontal diversification strategyIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 8. Describe and discuss the consumer decision-making process inrelation to purchasing Nike+ shoes and iPod Sport Kit or Sensor. How does the co-branding influence the decision-making process?
  • 9. 2 types of Nike + iPod buyers: Dedicated and loyal customers  Members of the “Nike community”  “Apple-fans” Contemplating customersIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 10. Need recognition & Problem awareness Information search Evaluation of alternatives Purchase Post-purchase evaluation “Five-stage model” Kotler, p. 246IntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 11.  The best of two strong brands Brand equity influence Collective pitfalls Loyal customer baseIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 12. • Adidas and Samsung have developed a fitness concept, the “miCoach system” (Enclosures 3 and 4), which bears resemblance to the Nike + iPod system. • To which extent does the Adidas-Samsung partnership constitute a competitive threat to Nike and Apple? • How may Nike and Apple respond to this?
  • 13.  A differentiated oligopoly market Few major players  Nike-Apple, Adidas-Samsung, Garmin, Polar Nike-Apple the market leader Adidas-Samsung the market challenger  Segmental flank attack on Nike-Apple  Phone  Nike-Apple respond counter-offensive defence strategy (iPhone)IntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 14. 4 P’s  Difference in:  Price  Adidas: $ 300-600  Nike-iPod: $ 180-230  Product  No phone vs. Phone  Nike shoes exclusively vs. all brands  Adidas-Samsung: less music storage  Place  Adidas-Samsung only sold in EuropeIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 15.  Operating within the same market  a threat Differences in the 4 P’s softens the threat Nike-Apple needs to keep an eye on the other market playersIntroductionQuestion 1 Question 2 Question 3 Conclusion
  • 16.  Strategic opportunities and pitfalls  Brand synergy  Collective pitfalls Decision-making processes  Co-branding strengths  Shared brand equity Adidas-Samsung threat  Same scene, different product  Nike-Apple responseIntroductionQuestion 1 Question 2 Question 3 Conclusion