Nike was founded in 1964 as a partnership between Philip Knight and Bill Bowerman. It provided shoes to marathon runners in 1972 and later sponsored prominent athletes like Tiger Woods and Michael Jordan, growing its brand popularity and sales. In the 1970s, the Swoosh logo became Nike's trademark. The company believes in influencing consumers through a "pyramid of influence" that uses athletes to promote products. Key corporate values include authenticity, inspiration, courage, and performance. Nike has a history of innovation, introducing products like the Waffler trainer in 1972 and Air soles in 1978. It uses celebrity endorsements and global marketing events in its core marketing strategy but also faces risks from currency and political instability issues.

2. The Company
• Started as a partnership between Philip
Knight and Bill Bowerman in 1964 .
• Provided shoes to all the marathon runners in
1972.
• Sponsered Tiger woods and Michael Jordan,
nthus increased in publicly and sales of
nproducts.
•1970,Swoosh was trademark for Nike,Inc.

3. Believes in Pyramid of Influence

4. Mission and Vision

5. Corporate Structure

6. Corporate Values
• Authenticity:-being real in eyes of
athletes
• Inspirational:-through emotional &
passion for sports.
• Courage:- Convection to stand by
beliefs
• Performance

7. •1972
The Waffler trainer was
introduced.
•1978
The first Air soles
units was
Created.
•2000
Nike unveils it’s
shox technology.
PRODUCT INNOVATION TIMELINE

8. SWOT Analysis
WeaknessStrength
Opportunities Threat

9. Internal Assessment

10. Strengths Weakness
•Strong Brand loyalty
•Strong Marketing Campaign
•Global Brand
•Strong R&D
•No.1 in the shoemaker
•Different Segments:-golf,
Football, Baseball
•Sales depend on footwear
market.
•History of violations
and minimum wage
rate.
•Accuse of poor condition in
work place

11. External Assessment

12. Opportunities Threats
•The impact of foreign currency
fluctuation and interest rates and
•Support global marketing events
(The Olympics,FIFA)
Political instability.
•Devlopment of International
trade(GAAT and NAFT) •Cost oreinted customer vs
company higher end market.
•Labour and Political unrest in the
suppliers countries.
•Competitors which copy
company’s business model
•Demand for clothing/footwear
for leisure activities continue to
increase.
•Growing e-commerce:-
increase in Internet sales

13. Target
Market
Price
Promotion
Place
Product
Marketing Strategy Marketing
mix

14. Brand
Association
map

15. Competitive
Analysis

17. The Companies owned by NIKE

18. Que1)What are the pros,cons and risks associated
with Nike’s core marketing strategy?
Ans1) The core marketing strategy for Nike is celebrity endorsement.Nike
believes in “pyramid of Influence” where they athletes use their social status
and their fame to promote a product and service and also create awareness
T
Pros:-
•Advertisement and Promotion
Nike follows strong marketing strategy by endorsing famous
sports personalities which can draw attention to their
product.This lead to increase in sale of product.

19. •Quality
Nike focuses more on utility and quality rather than price.This strategy
focuses on consumers who like Nike and pushes the product value at
higher level.
•Market Segmentation
Most of the consumer of Nike is a sport’s person.It has identified the
particular segment of buyer and has worked on their needs and
demands.
Cons:-
1)Nike gives more importance to quality rather than price.This led to
increase in high production cost.The expense covers
promotion,advertising and cost of endoresmenot contract.

20. 2)The core marketing strategy of Nike is celebrity endorsement.The
athletes have positive and negative influence on changing customer
preferences which affect disicion making process of consumer.
Risks:-
1)The major marketing strategy of Nike is to expand globally.This
require outsourcing of product to different countries where inflation
and other factors can disrupt the business.
2)Nike is not flexible.The change in customer’s demand had bring
negative effect on marketing strategy.

21. Disclaimer
CREATED BY:ARIBA KHAN, OREINTAL INSTITUTE OF SCIENCE
AND TECHNOLOGY DURING MARKETING INTERNSHIP WITH
PROF. SAMEER MATHUR,IIM LUCKNOW