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JUST DO IT
ORIGIN OF
NIKE
Founded in 1964 by Bill Bowermann and
Philip Knight as Blue Ribbon Sports
Nike’s main focus was to design high
quality run...
Pyramid Of Influence
Nike believed in a
‘pyramid of influence’
where the preferences of
a small percentage of top
athletes...
First Breakthrough
• Nike aired the first ads in its $20 million “Just Do It” ad campaign. The
campaign challenged a generation of athletic e...
The Big Break
Nike partnered with 7 time Tour De France
champion to sell Nike products and support
him in his campaign
What are the pros ,
cons and risks
associated with Nike’s
core marketing
strategy
• Innovative and high performance products.
• Endorsing the popular sportspersons.
• Proper Segmentation
• High expenditure on
marketing
• Lot of fake products
If you were Adidas ,
how would you compete
with Nike?
• Sponsor the rival sportsperson that Nike endorses. Such as Messi vs
Ronaldo, Real Madrid vs Barcelona.
• Increase the di...
Summary
• Establishment of Nike
• Marketing Strategies of Nike.
• Two important questions related to Nike.
Disclaimer
• Created by Milan Roy, during a marketing internship by Prof Sameer
Mathur, IIM Lucknow.
Nike
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Nike

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Nike : Mini Case Analysis

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Nike

  1. 1. JUST DO IT
  2. 2. ORIGIN OF NIKE
  3. 3. Founded in 1964 by Bill Bowermann and Philip Knight as Blue Ribbon Sports Nike’s main focus was to design high quality running shoes for athletes
  4. 4. Pyramid Of Influence Nike believed in a ‘pyramid of influence’ where the preferences of a small percentage of top athletes influenced the product and brand choices of others.
  5. 5. First Breakthrough
  6. 6. • Nike aired the first ads in its $20 million “Just Do It” ad campaign. The campaign challenged a generation of athletic enthusiasts to chase their goals. • Nike tried to penetrate into the overseas market by involving with the target segments.
  7. 7. The Big Break
  8. 8. Nike partnered with 7 time Tour De France champion to sell Nike products and support him in his campaign
  9. 9. What are the pros , cons and risks associated with Nike’s core marketing strategy
  10. 10. • Innovative and high performance products. • Endorsing the popular sportspersons. • Proper Segmentation
  11. 11. • High expenditure on marketing • Lot of fake products
  12. 12. If you were Adidas , how would you compete with Nike?
  13. 13. • Sponsor the rival sportsperson that Nike endorses. Such as Messi vs Ronaldo, Real Madrid vs Barcelona. • Increase the diversity of products. • Expand into countries where Nike does not dominate.
  14. 14. Summary • Establishment of Nike • Marketing Strategies of Nike. • Two important questions related to Nike.
  15. 15. Disclaimer • Created by Milan Roy, during a marketing internship by Prof Sameer Mathur, IIM Lucknow.

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