marketing strategy

1. NIKE
MARKETING STRATEGY PRESENTATION
Submitted By- Fizza zaidi bjmc evening

2. INTRODUCTION
Nike, Inc. is an American multinational corporation.
Nike is headquartered in Beaverton, Oregon, USA. It
was found by Bill Bowerman and Phil Knight in the
year 1964. The company specializes in athletic wear,
providing footwear, apparel, athletic equipment, and
accessories.
Nike’s primary goal is to supply athletes with
exceptional products and wearable that aids them in
better sports performance. However, due to the
success, Nike has gotten the company now provides
athleisure wear as well. Currently, Mark Parker is the
CEO of Nike.

3. NIKE SELLS
FOOTWEAR
• RUNNING
• BASKETBALL
• SOCCER
• SPORTS- INSPIRED URBAN
SHOES
• CHILDREN’S SHOES
PERFORMANCE EQUITMENTS
• BAGS
• EYE WEAR
• SOCKS
• SPORT BALLS
• BATS
• GLOVES

4. NIKE ALSO SELLS:
• APPARELS AND ACCESSORIES
• ATHELETIC BAGS
• OFFERS APPARELS FOR LICENSED SPORTS
TEAM

5. SALES TECHNIQUE
The company sells its products to retail
accounts, through its owned retail stores, and
a mix of independent distributors and
licenses, as well through Internet Webs Site
‘nikestore.com

6. MARKETING STRATEGIES
• BRAND IMAGE
• WEB SITE OF THE NIKE
• CUSTOMER PREFERENCES
• UPDATE ITSELF TIMELY
• PRODUCT DIFFERENTIATION

7. UNIQUE VALUE PROPOSITION
• The innovative design , durability and quality.
Innovation has been a constant mantra of
NIKE since its inception.
• Value and proposition: for a specific targeted
customer group, the combination of end-
result benefits and price that is superior,
compared to alternatives choices these
customers have, and economically profitable
for a business to deliver.

9. Nike’s Strengths
• Strong Brand Awareness – Nike is one of the most
recognizable brands in the world as its name alone
is memorable, easy to pronounce, and very unique.
Its swoosh symbol is easily recognized by everyone.
Nike has captured approx. 31% of the global
athletic footwear market.
• Huge Customer base – Nike has millions of
customer from around the world who loyally follow
Nike’s trends, participate in Nike events, and even
provide customer feedback. Due to its huge
customer base, Nike’s market cap has grown to
$115.19 billion as of 2018.

10. Nike’s Weaknesses
• Dependency on US Market – Even after having
established itself globally, Nike still relies on the U.S
Market in terms of sales and revenue. In the year
2018, about 42% of Nike’s sales came from the U.S,
while the rest of 58% came globally. Despite its
fame, Nike depends on the U.S for substantial sales
and growth.
• Poor Labor Conditions in Foreign Countries – In the
last 20 years, Nike has been consistently targeted
regarding their poor labor conditions. These issues
include child labor, low wages, and horrific working
conditions that were deemed “unsafe”.

11. Nike’s Opportunities
• Innovative Products – Although Nike has
produced many products, there is still a lot to
innovate. Nike has extended its reach in
technology in association with fitness and
health.
• wearable technology that monitors physical
activities, is the first step in building
innovative technology products

12. Nike’s Threats
• Marketing Budget Pressure – Companies like
Under Armor and Adidas are spending more
on marketing and advertising campaigns,
increasing the pressure on Nike.
• Increased competitive pressure – Although,
Nike is a dominating the athletic industry,
competition, and new emerging brands are
still potential threats to the company.

13. 4p’s of marketing
• PRODUCT-NIKE is positioning itself in terms of design, quality and
technology, so definitely commands premium pricing across product
categories.
 PRICE- Nike uses Price leadership strategy
and value based pricing.
 PLACE-
• Shared distribution channels among varied product lines lowering cost
• Large Size provides opportunity for more leverage against competition
 PROMOTION-NIKE launched its mega cricket campaign ―Bleed Blue
Pledge a new ad campaign where the pride, passion, and fearless soul of
Indian cricket brought to life through the voice of the elite athletes of
Team India.

14. CUSTOMER’S FEEDBACK
• Very light to walk
• I feel comfotable
• Hug my feet
Nike-”JUST DO IT”

15. STRATEGIC PLANNING
• Business definition
• Target consumer
• What do you want them to Think
• What do you want them to FEEL
• What do you want them to ACT
• Brand destination

16. Corporate Social Responsibility
• Recognized as One of the World's Most Ethical
Companies by The Ethisphere Institute
• Recognized for its Leadership in Climate
Change Solutions by World Wildlife Fund
• Recognized three times by FORTUNE magazine
on its "100 Best Companies To Work For" list
for employee benefits like paid sabbaticals,
on-site childcare