Defining Marketing for the 21st century

1. NIKE

2. Founded in 1964 by Bill Bowerman and Phil Knight as
Blue Ribbon Sports
Officially became NIKE,Inc. in 1971
BACKGROUND

3. NIKE believed in the Pyramid Of Influence Model

4. What is
Pyramid Of Influence?

5. Pyramid of Influence
Practice
Tools
&Techniques
Empowerment
(Choosing to be Powerful)
Conceptual Model
Awareness
(Feedback & Reflection)

6. Slogan Of Nike:

7. Events conducted by NIKE during Marketing

8. Just Do It Campaign:
Started in 1988
It was Nike’s attitude of self
empowerment through sports
Athletic stars like Ronaldinho, Michael
Jordon, Federer ,Nadal were used in the
Campaign

9. Just Do It Commercial Ad

10. Tiger Woods Web Talkback
Tiger web Talkback was part of a nationwide NIKE Golf Consumer experience day
conducted by Nike where his fans could ask questions and hear Tiger talk about g
which included equipment demos, long drive contests etc.

11. Nike + Human Race

12. NIKE+ Human Race is to celebrate the Sport of Running while
connecting them through a worldwide physical and virtual running
event

13. What are the Pros, Cons and risks associated with Nike’s core marketing strategy?

14. Pros

15. Pros

16. Pros

17. Cons
High Advertising expenses

18. Cons
Heavy competition

19. Cons
Increasing costs

20. Risks
Counterfeit

21. Risks
Currency Fluctuations

22. Risks
Changes in Consumer Taste and Preferences

23. If you were Adidas, How would you compete with Nike?

24. Emerging Markets
Adidas can capture emerging markets,
and already it has a lead in market such as India and Japan.

25. Product Customisation
Encouraging Product customisation, attracting all age group of consumers
thereby building a brand image

26. Expand its Marketing
Increasing its Marketing through conducting Events, Sponsorships and
corporate social Responsibility across the world occasionally could
increase its image globally and create a unique identity in consumers.

27. Adding new product lines could provide customers with more choices
and attract customers from other competitive brands.
This could give Adidas a competitive advantage as Nike is known for its
sports footwear and apparel but Adidas is not conserved

31. DISCLAIMER
Created By Manideep Reddy, BITS Pilani Hyderabad Campus
during a Marketing Internship under Prof.Sameer Mathur,IIM
Lucknow.