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Nike final
1.
2. Founded by Bill Bowerman and Phil Knight and
originally called Blue Ribbon Sports, Nike is
an American Multinational corporation.
3. Headquartered near Beaverton, Oregon, in
the Portland metropolitan area, , it’s
Brand Mantra says “ Authentic Athletic
Footwear”
4. Nike sponsors many high-profile
athletes and sports teams around the
world, with the highly recognized
trademarks of "Just Do It" and the Swoosh
logo.
5. Believed in a “pyramid of influence”.
Preferences of top athletes influenced
the brand choices of others. Expanded
all over the world .
6.
7. In 1985, Nike signed up Michael Jordan as a
spokesperson. The Air Jordan line of
basketball shoes generated a revenue
hit of $100 million.
8. Focused on soccer in Europe,. Nike’s
big break came in 1994 when the
Brazilian team won the World Cup.
Acquired Umbro in 2007 .
9. The Nike Golf brand, endorsed by Tiger Woods.
In 2009, it launched a Tiger Web Talkback
session at nikegolf.com.
10. • In tennis, Nike has aligned with Maria
Sharapova, Roger Federer, and Rafael
Nadal to push its line of tennis
clothing and gear.
11. Nike teamed up with seven-time Tour
de France champion Lance Armstrong not
only to sell Nike products but also to
help Armstrong’s LIVESTRONG
campaign.
12. Lead in the running category has grown
to 60 percent market share thanks to
its exclusive partnership with Apple. Nike
(Plus) technology includes a sensor and a
receiver.
13. In 2008 and 2009, Nike hosted the
Human Race 10K, the largest and only global
virtual race in the world.
14. Nike dominates the athletic footwear
market with a market share of 31 % globally
and a 50 % in USA. It is the top athletic
apparel and footwear manufacturer in the
world, with corporate fiscal 2009 revenues
exceeding $19 billion.
15. WHAT ARE THE PROS, CONS, AND
RISKS ASSOCIATED WITH NIKE’S CORE
MARKETING STRATEGY?
Pros:
• Advertising and Promotion
• Segmentation and Targeting
• Distribution and Market Penetration
17. Risks:
• Changes in Market Trends, Consumer
Tastes and Preferences.
• Deals with a lot of overseas markets with
risky economic and political climates.
• Allegations and other controversies
related to the sports stars.
18. IF YOU WERE ADIDAS, HOW WOULD YOU COMPETE WITH
NIKE?
• Focus on Emerging Markets like India, China,
Korea, Japan and other countries where
Nike hasn't penetrated much and sports
like cricket, baseball, badminton where
Nike isn’t present.
• Encourage Product Customization, and improve
its customer reach and sponsorship.
19. • Implementation of Rebranding Reebok, a part
of Adidas . In the process, internal
competition, cannibalization should be
avoided and a market for non expensive
sports shoes must be captured by it.
20. SUMMING IT UP…
• Nike was started as Blue ribbon sports, which has become
the world’s largest company for athletic footwear.
• Uses the strategy of pyramid of influence and has ventured
into a lot of markets across the world, using the same
• Aligns itself with various super stars, in various sports to
improve it’s image in that sport.
• Has launched innovations like Nike+ with Apple.
• Is still on the trot, with innovations coming up everyday to
maintain its position at the top
21. DISCLAIMER
This slideshow is created by Amulya
Shruthi, BITS Hyderabad during a
Marketing Internship by Sameer
Mathur, IIM Lucknow
