NIKE

History of NIKE Inc.Its name is derived from a winged Greek goddess. “Swoosh” logo designed by Caroline Davidson. Is now one of the world’s top shoemaker that captures more than 20% of US athletic market.Original name of Nike given by Phil was “Blue Ribbon Sports”.With an agreement and handshake in 1964, they began importing Japanese brand Onitsuka Tiger running shoes. By late 70’s, Nike had moved from $10million to $270million in sales.In 1996, revenue increased to $6.74billion. Sales reached $12billion in 2000.

Nike SellsPerformance Equipments: Bags Socks Sport Balls Eyewear Timepieces Electronic Devices Bats Gloves Protective EquipmentsFootwear:RunningBasketballSoccerSport-inspired urban shoesChildren’s Shoes

Bags

Socks

Sport Balls

Eyewear

Timepieces

Electronic Devices

Bats

Gloves

Protective Equipments

Nike Also Sells:Apparels and AccessoriesAthletic BagsOffers Apparels for Licensed Sports TeamProvides Licenses to Produce and Sell:SwimwearCycling ApparelChildren’s ClothingSchool Supplies Electronic Devices Eyewear Golf Accessories Belts

Electronic Devices

Eyewear

Golf Accessories

Belts

Sales TechniqueThe 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: ConverseCole HaanHoldingsNike Bauer Hockey Hurley International

Converse

Cole HaanHoldings

Nike Bauer Hockey

Hurley International

Marketing strategiesBrand imageWeb site of the NikeCustomer preferencesUpdate itself timelyProduct diffrentiation

4Ps of MarketingProductPricePlacePromotion

Advertisement strategies

Customer’s feedbackvery light to walkI feel comfortableHug my feetNike “ JUST DO IT”

Competitive Advantage– something which gives the organisation some advantage over its rivalsBrand 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).Competitive Strategy

Athletic Shoe Market Share 20052005

Strategic Planning: NikeBusiness DefinitionTarget ConsumerWhat do we want them to THINKWhat do we want them to FEELHow do we want them to ACTBrand DESTINATION

Holistic Marketing Innovative and Niche productsCompetitive strategies adopted by NIKEIncreased Value ChainBreakthrough MarketingSelective DistributionParticipating in events and showsEndorsing sports personalities

Labor PracticesPoor Labor Practices in Asian CountriesChild Labor in Cambodia and Pakistan Vigorous overtimePaid below low wagesVerbal abuse and sexual harassmentPoor Health and Safety conditionsPoor medical facilityRestrictions on drinking water

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

RecommendationsCompany should follow Corporate Social ResponsibilyNike should hier 3rd party for auditsNike should work with General Federation Of Labor and Labor UnionNike should work with other shoe manufacturers, provides fair wages to the workers

Presented By:Siddharth SinghShivani SharmaSuchi VashisthaManikrishna KumarThank You !!!