Introducing.. The Nike Project


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Class project on Nike.

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Introducing.. The Nike Project

  1. 1. NIKE<br />
  2. 2. Brief History<br />Phil Knight and Bill Bowerman formed Blue Ribbon Sports to make quality running shoes. Sold shoes at Track Meets.<br />Nike, named after the Greek Goddess of Victory<br />1972 Olympics, convinced some of the runners to wear their shoes<br />By 1979 had obtained 50% of the running shoe market<br />Went public in 1980<br />1992, opened the first NIKETOWN<br />1997, launched Jordan-Brand footwear<br />2000, expanded into the electronic market such as heart monitors, two-way radios, and MP3 players.<br />
  3. 3. Brand<br />Nike is the number one sports brand in the world.<br />Nike signs with some of the top athletes of each sport to represent Nike to the fullest<br />Nike wants to be seen as a symbol of strength, dedication, hardwork, sweat, and perseverance that will create the desire to succeed.<br />Nike wants to sell a feeling and an emotion<br />
  4. 4. Nike is engaged in the design, development and worldwide marketing of footwear, apparel, equipment, and accessory products.<br />25,000 retail accounts in the US.<br />In nearly 200 countries.<br />Athletic footwear designed specifically for athletic use.<br />Creates designs for men, women, children in a variety of categories:<br /><ul><li> Running
  5. 5. Basketball
  6. 6. Cross-training
  7. 7. Tennis
  8. 8. Golf
  9. 9. Soccer
  10. 10. Baseball
  11. 11. Football
  12. 12. Bicycling
  13. 13. Volleyball</li></ul>Nike Commercial <br />Nike Commercial 2<br />
  14. 14. Strengths and Weaknesses<br />Strengths<br />Very competitive<br />Sponsorship of top athletes<br />Valuable coverage<br />No factories<br />If prices rise and can be made cheaper somewhere else, will move the production.<br />Weaknesses<br />Very diverse range of sports products but is very dependent on footwear<br />Could be vulnerable if for any reason market share wears away<br />
  15. 15. OpportunitiesNike as a fashion brand<br />
  16. 16. OpportunitiesThe World Cup & Olympics<br />
  17. 17. Nike’s Competitors<br />Adidas<br />New Balance<br />Converse (prior to being bought by Nike in 2003)<br />PUMA<br />Sketches U.S.A<br />Timberland<br />Under Armour<br />K-Swiss<br />
  18. 18. ADIDAS<br />Known for their athletic shoes<br />#2 maker of sporting goods in their current market<br />Recently won the sponsorship for the 2008 Olympics<br />Bought Reebok in 2006<br />Sponsor Kobe Bryant, David Beckham & Anna Kournikova<br />“Impossible is Nothing”<br />
  19. 19. Under Armour<br />Top of the market for performance apparel<br />Just starting to come into athletic footwear<br />Introduced football cleats in 2006<br />Introduced baseball/softball cleats in 2007<br />Primary consumers are men but are expanding towards women and children<br />Offers clothing made from new technology to keep athletes warm/cool<br />
  20. 20. Nike Sales<br />Distributes and sells in over 25,000 retail accounts in the U.S.<br />Stopped selling their shoes at Sears and announced a partnership with Footlocker in 2007.<br />Launching House Of Hoops by Footlocker which would hold only Nike products<br />Investing more time and money into the international markets, specifically Asia/Pacific (15% of total sales)<br />Introduced new line of retro shoes to the <br /> Chinese in February of 2008 to<br /> commemorate the 1984 Olympics <br />Partners with Apple to come up <br /> with Nike Plus-branded shoes<br />
  21. 21.
  22. 22. Nike’s High Quality Products<br />Nike uses innovative strategies to always stay above to competition.<br />Always introducing new products such as Nike Shox, shoes with ipods, etc. <br />Allow consumers to personalize their own apparel.<br />On the Nike Website can “build” their own shoe<br />
  23. 23. “Build” Your Own Shoe<br />
  24. 24. Demographic<br />No defined demographic<br />Anywhere from white male 17-50 athlete to a female 65 and older who needs shoes to walk in for simple exercise<br />Nike avoids targeting specific markets, preferring to broaden its appeal across boundaries of age and social status<br />Covers every sport, age, demographic and budget of every athlete<br />
  25. 25. “Just Do It.”<br />Commerical<br />
  26. 26. NikeSegments<br />Nike Basketball<br />Nike Women<br />Nike Golf<br />Cole Hann<br />Converse<br />
  27. 27. Nike Basketball<br />Most successful division of Nike<br />Air Jordan broke Nike into the basketball world<br />Targets 16 year old males &<br /> females<br />Viral video campaign<br />MJ Commercial<br />
  28. 28. PromotionalStrategy<br />High quality<br />Stylish sporting apparel<br />Innovative <br />Risk taking<br />High profile sponsorships<br />“Word-of-Foot” to sponsorships and TV Ads.<br />Nikes has won many awards for their advertisements<br />
  29. 29. PromotionalStrategy<br />Want to encourage people to be active to promote a reason to purchase their products<br />“You either<br /> ran today or <br /> you didn’t.”<br />Meant to inspire.<br />Produce different ads depending<br /> on where the ad will be seen.<br />
  30. 30. Marketing Mix<br />Uses three of the four main factors in the marketing mix:<br />Advertising<br />Sales Promotion<br />Public Relations<br />
  31. 31. Project By:<br />Amy DeMallie<br />Tess Maurici<br />Lindsay Dixon<br />HaylieOstrosky<br />Courtney Rivers<br />