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Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
Nike From Marketing Perspective
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Nike From Marketing Perspective

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    • 1. <ul><li>Nike from a marketing perspective </li></ul><ul><li>Sara Langer, Michael Kraus, </li></ul><ul><li>Katrin Müller &amp; Jan Tarnogrocki </li></ul>
    • 2. Overview <ul><li>History – waffle-iron nubs and 35$ logo </li></ul><ul><li>PR Nightmares </li></ul><ul><li>New Markets – Women and Online Communities </li></ul><ul><li>Viral Marketing – Youtube &amp; Co </li></ul>
    • 3. History 1950 <ul><li>Bill Bowerman </li></ul><ul><ul><li>nationally respected track and field coach at the University of Oregon </li></ul></ul><ul><ul><li>experimented with track surfaces, re-hydration drinks and running shoes </li></ul></ul><ul><ul><li>established footwear manufacturers of the 50s ignored his ideas, so he began to cobble shoes for his runners </li></ul></ul>
    • 4. History 1950 <ul><li>Phil Knight </li></ul><ul><ul><li>enrolled at Oregon in 1955 </li></ul></ul><ul><ul><li>member in Bowerman´s track program </li></ul></ul><ul><ul><li>gained a MBA in finance from Stanford University </li></ul></ul><ul><ul><li>became distributer of Tiger running shoes for the Onitsuka Co. in Kobe, Japan </li></ul></ul><ul><ul><li>instead of selling shoes, Knight became Bowerman´s business partner </li></ul></ul>
    • 5. History 1960 <ul><li>Blue Ribbon Sports </li></ul><ul><ul><li>1.000 $ seed capital </li></ul></ul><ul><ul><li>300 pairs of shoes were ordered in January 1964 </li></ul></ul><ul><ul><li>operational business: Knight sold the shoes </li></ul></ul><ul><ul><li>product improvement: Bowerman began to research </li></ul></ul><ul><ul><li>employees were needed: Jeff Johnson the first full-time employee </li></ul></ul>
    • 6. History 1970 <ul><li>Blue Sports turns into Nike </li></ul><ul><ul><li>first Blue Ribbon Sports retail store </li></ul></ul><ul><ul><li>Bowerman invented a special pair of shoes </li></ul></ul><ul><ul><li>Swoosh: created by Carolin Davidson, a graphic design student </li></ul></ul><ul><ul><li>Development from footwear distributer to design and manufacturing own brand </li></ul></ul><ul><ul><li>1971: Blue Ribbon Sports was renamed into Nike </li></ul></ul>
    • 7. History 1980 <ul><li>Nike grews up </li></ul><ul><ul><li>Nike Air Technology </li></ul></ul><ul><ul><li>1980 Nike completed its IPO </li></ul></ul><ul><ul><li>1984 Nike´s early pioneers left the company </li></ul></ul><ul><ul><li>1985: second ambassador Michael Jordan </li></ul></ul><ul><ul><li>1987 Nike Air Max </li></ul></ul><ul><ul><li>1988 “Just do it” </li></ul></ul>
    • 8. History 1990 <ul><li>Portland, Oregon – first Niketown </li></ul><ul><ul><li>golf and soccer footwear and apparel grew to an important business segment </li></ul></ul><ul><ul><li>1996 Eldrick “Tiger” Woods </li></ul></ul><ul><ul><li>Cycling 1999 Lance Armstrong´s comeback </li></ul></ul><ul><ul><li>US men´s and women´s national soccer teams and many national teams around the world were signed </li></ul></ul>
    • 9. History 2000 <ul><li>Never change a winning team </li></ul><ul><ul><li>Nike Shox System </li></ul></ul><ul><ul><li>new area of marketing: technical innovations and well planned commercials combined with sports stars as role models </li></ul></ul><ul><ul><li>“ Secret Tournament” campaign in support of the World Cup </li></ul></ul><ul><ul><li>Nike ID, Nike Woman </li></ul></ul><ul><ul><li>internet communities Nike+ in cooperation with apple </li></ul></ul>
    • 10. PR Nightmares <ul><li>billion of dollars for advertisement, promotion, scholarships and school equipment </li></ul><ul><li>1980 &amp; 1990 public relation nightmares: </li></ul><ul><ul><li>underpaid workers in Indonesia </li></ul></ul><ul><ul><li>child labor in Cambodia and Pakistan </li></ul></ul><ul><ul><li>poor working conditions in China and Vietnam </li></ul></ul><ul><li>child labor, bad working conditions, underpaid workers = worldwide problem </li></ul>
    • 11. PR Nightmares <ul><li>Minimum wage only covers 70% of the basic needs </li></ul><ul><li>1996, Life magazine </li></ul>
    • 12. PR Nightmares <ul><li>Cooperation with the International Labor Organization (ILO) </li></ul><ul><li>Nike created several departments: </li></ul><ul><ul><li>“ Labor Practices” </li></ul></ul><ul><ul><li>“ Nike Environmental Action Team” </li></ul></ul><ul><li>Nike Environmental Action Team visits supplier factories on a daily basis </li></ul>
    • 13. Nike ID
    • 14. Nike ID <ul><li>First feature where customer becomes designer </li></ul><ul><li>Launched in 2000 </li></ul><ul><li>Customer has choice between: </li></ul><ul><ul><li>colour </li></ul></ul><ul><ul><li>materials </li></ul></ul><ul><ul><li>wide range of shoes </li></ul></ul><ul><ul><li>bags </li></ul></ul><ul><ul><li>equipment </li></ul></ul>
    • 15. Nike ID
    • 16. Nike ID <ul><li>3 Steps to create individual product </li></ul><ul><ul><ul><li>choose NIKE ID customized item </li></ul></ul></ul><ul><ul><ul><li>design with colours and materials </li></ul></ul></ul><ul><ul><ul><li>(optional) submit personal messages </li></ul></ul></ul><ul><li>good way to find out colour preferences in different areas </li></ul>
    • 17. Nike Woman Campaign
    • 18. Nike Woman Campaign <ul><li>slogan: “here I am” </li></ul><ul><li>aim: attract more women </li></ul><ul><li>widened product line </li></ul><ul><li>website presents 5 famous athletes </li></ul>
    • 19. Nike Woman Campaign <ul><li>campaign includes: </li></ul><ul><ul><li>TV Ads </li></ul></ul><ul><ul><li>Billboard </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><li>Strategy of so called “real- women” </li></ul>
    • 20. Nike Plus
    • 21. Nike Plus <ul><li>special feature for runners and athletes </li></ul><ul><li>supported by apple </li></ul><ul><li>customer can choose: </li></ul><ul><ul><li>Ipod Nano </li></ul></ul><ul><li>Nike + sports band </li></ul>
    • 22. Nike Plus <ul><li>Nike + sports band: </li></ul><ul><ul><li>sensor-&gt; can be placed in running shoe-&gt; sends information to sports band </li></ul></ul><ul><li>after run: pop out Nike+ and connect it to computer </li></ul>
    • 23. Nike Plus <ul><li>Nike + Ipod: </li></ul><ul><ul><li>customer required to have Ipod Nano, Nike+ ipod sports kit </li></ul></ul><ul><ul><li>sensor sends information to Ipod </li></ul></ul><ul><ul><li>with Ipod: set goals, choose basic workout, choose power song </li></ul></ul><ul><ul><li>after run: connect ipod to computer, transfer data to Nike plus website </li></ul></ul>
    • 24. Nike Plus
    • 25. Nike Plus
    • 26. Nike Plus
    • 27. Nike Plus
    • 28. Nike Plus
    • 29. Nike Plus
    • 30. Nike Plus
    • 31. <ul><li>The opportunity for customers </li></ul><ul><li>to enjoy something together . </li></ul>
    • 32. &nbsp;
    • 33. <ul><li>People talk about… </li></ul><ul><li>Friends </li></ul><ul><li>Holidays </li></ul><ul><li>Music </li></ul><ul><li>Events </li></ul><ul><li>Sports </li></ul><ul><li>… </li></ul><ul><li>Products </li></ul><ul><li>Brands </li></ul><ul><li>Services </li></ul>
    • 34. <ul><li>Mostly known as Word-of-Mouth </li></ul>
    • 35. <ul><li>Viral Marketing </li></ul><ul><li>it is exploited </li></ul><ul><li>Word-of-Mouth! </li></ul><ul><li>And online! </li></ul>
    • 36. Viral Marketing
    • 37. Viral Marketing <ul><li>New dimension of Word-of-Mouth </li></ul><ul><ul><li>Everybody can produce online content </li></ul></ul><ul><ul><li>Everybody can use online content </li></ul></ul><ul><ul><li>Everybody can share online content </li></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Bookmarking </li></ul></ul></ul><ul><ul><ul><li>Blogging </li></ul></ul></ul><ul><ul><ul><li>Chatting </li></ul></ul></ul><ul><ul><ul><li>Bulletin boards </li></ul></ul></ul><ul><ul><ul><li>Social Networks </li></ul></ul></ul><ul><ul><ul><li>A lot of communication! </li></ul></ul></ul>
    • 38. Viral Marketing <ul><li>Be a part of all that online buzz! </li></ul>
    • 39. Viral Marketing <ul><li>Nike‘s Viral Video with Kobe Bryant </li></ul><ul><ul><li>Subtly advertising the new Kobe Bryant shoes </li></ul></ul><ul><ul><li>More than 10 Million views on Youtube (estimated) </li></ul></ul><ul><ul><li>Almost 9500 comments on the original video </li></ul></ul><ul><ul><li>Around 19.000 results on Google </li></ul></ul><ul><ul><li>Reason of success: very contrary </li></ul></ul><ul><ul><li>Did he really? </li></ul></ul>
    • 40. <ul><li>Thank you for your attention </li></ul>

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