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The amazing story of nike


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A mini case study of Nike showing why it is the number one sports company in the world.

Published in: Marketing
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The amazing story of nike

  1. 1. The amazing story of NIKE
  2. 2. When did Nike originate? Founded in 1964, as Blue Ribbon Sports, by Bill Bowermann and Phil Knight and officially became Nike, Inc. on May 30, 1971. Company’s main focus was on providing HIGH quality running shoes designed for ATHLETES by ATHLETES
  3. 3. How and where did it taste it first success? Nike believed in a ‘pyramid of influence’ in which the preferences of a small percentage of top athletes influenced the product and brand choices of others.
  4. 4. First breakthrough came when they signed up then rookie Michael Jordon in 1985 and marketed its Air Jordon line of basketball shoes
  5. 5. • 1988 : Nike aired the first ads in its $20 million “Just Do It” campaign. • Used segmentation strategies to promote its brand overseas in Europe. • Nike tried to penetrate into the overseas markets by deeply involving with the target segments.
  6. 6. How did Nike dominate sports market and left its competitors behind?
  7. 7. 1. Campaigns Nike teamed up with seven time Tour de Fance Champion to sell Nike products and help him with the campaign
  8. 8. 2.Endorsements Endorsing sportspersons who carry the symbol of victory
  9. 9. 3. EVENTS Huge event which drew 780,000 participants from all over the world in 2008!
  10. 10. 4. Ads
  11. 11. 5. Acquisitions
  12. 12. What are the pros, cons and risks associated with Nike’s core marketing strategy?
  13. 13. • Superior and innovative products • Endorsing the right Sportspersons • Proper Segmentation Pros
  14. 14. Cons and Risks • Ever increasing competition • Huge number of fake products • Huge expenditure in marketing of new products
  15. 15. If you were ADIDAS, how would you compete with NIKE?
  16. 16. • Target into areas in which Nike is weaker, for example, emerging markets and create high brand equity. • Price compete directly with Nike, keep prices a bit lower than Nike for similar products • Bring products diversity • Effective use of ads and social media to market the products
  17. 17. Summary • When and how Nike was established • How did Nike capture the markets around the world • The two important questions related to Nike
  18. 18. Disclaimer Created by Gaurav Bansal, during a marketing internship by Prof Sameer Mathur, IIM Lucknow