This ppt shows numerous aspects of the very famous Nike brand. It talks about Nike's history or origin, marketing strategy, various segmentations, brand positioning, marketing mix, competitors, social media presence and Nike in covid-19 era.

1. Presented by-
Shagun Garg
Shubham Singhal
Khyati Bhardwaj
Arjun Singh
JUST DO IT.
(Does the Brand need
any Introduction?)
Nov-2020
MIB (2020)
Marketing
Management

2. Name taken from the Greek goddess of victory, "Nike".
Stock price: US$ 128.90
Founded: 25 Jan 1964, Eugene, Oregon, United States.
Headquarters: Beaverton, Oregon, United States
Subsidiaries: Converse, NIKE Flight, Nike Vision, NIKE
Cortez, etc..
Founders: Phil Knight, Bill Bowerman.
CEO: John Donahoe (Jan 2020)
NIKE
NIKE
NIKE
Nike is an American Multinational Corporation
that is engaged in the design, development,
manufacturing, and worldwide marketing and
sales of footwears, apparels, equipments,
accessories, and services .
2

3. Steve Prefontaine became
first Nike's Brand Endorser.
1964
Phil Knight and Bill
Bowerman founded Blue
Ribbon Sports.
1979
A B R I E F H I S T O R Y O F
NIKE
1971
Nike introduced patented
"Air" technology.
Blue Ribbon Sports became 'Nike
Inc.', using Swoosh logo created by
Portland State University's student
Carolyn Davis for $35.
HOW NIKE BECAME A BRAND ?
Nike believes in "Pyramid of Influence"
Marketing Strategy.
1973
1971
2020
3

4. 4
Nike's only sponsered Brazilian
team won the World Cup.
1985
Signed Michael Jordan as a
spokesperson.
1994
1988
Aired 1st ads in its $20 million "Just
Do It" ad campaign.
Revenues hit more than
$100 million in the first
year.
2008
Nike countered Adidas's sponsorship
of the Summer Olympics in Beiging.
with an aggressive marketing
strategy.
Nike emerged as a brand that
represents emotion, allegiance
and identificaion.
Acquired Umbro
2007
Made Nike sole
supplier to >100
soccer teams.
2004
Phil Knight steps down as CEO and
president of Nike, but retains
chairman role as William D. Perez
becomes the company's new CEO.
released its latest ad campaign
titled "You Can't Stop Us"
Nike becomes official supplier
for NBA apparel.
2012
2012
Nike becomes official supplier
for NFL apparel.
2018
Nike unveils ad campaign
featuring athletes and political
leaders.
2020
2015
explores issues of race, gender and equality
besides highlighting the impact of the
pandemic on sports events.
Sold Umbro for $225 million.

5. ORIGIN OF NIKE'S
LOGO
SWOOSH ORIGIN
Nike's logo was designed by Carolyn
Davidson in 1971.
The logo was called as ‘the srtip’,
which later became well known as
‘Swoosh’.
Inspired from Greek Goddess of
Victory.
The Iconic Swoosh Logo Was Acquired
for Just $35!.
SWOOSH
MEANING
Stands for fast sound, speed, and
motion.
That's why shape shows an arch
of movement.
SHAPE
The logo is shaped as a wing of the
Greek goddess of Victory, Nike. So, the
designer had the wing shape in mind
because of the goddess.
FONT
The font appears to be in elegant Futura
Bold Condensed Oblique with minor
tweaks.
Slanting of the letter K makes the text
distinctive and visible. Nike was written
on the logo in Futura bold until 1995.
COLOUR
The Nike Swoosh logo has appeared
in different colors but primarily in
strong black color for many years.
Then, a dull orange shade was
introduced as a brand color..
Nike's iconic "Just Do It"
slogan was inspired by the
final words of a notorious
killer in 1970s Utah.
5
Origin of "Just Do It"

6. 6
STP

7. North America
E,ME,A
Greater China
Asia Pacific & Latin America
Nike's pressence in 170+ countries has about 1096 outlets all
over the world.
Geographically, it has divided its market into 4 segments-
1.
2.
3.
4.
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15,000
10,000
5,000
0
Geographic segmentation
Nike retail stores
worldwide
Nike's revenue in different regions
(All data in $ million)
7

8. Since the sports differentiate by
geographies, hence Nike focus on:
US - Women & Soccer
Europe - Soccer
India - Cricket
England and Sydney - Rugby
Geographic segmentation
Geographic is simple, yet powerful segmentation basis.
Nike segments market based on world and country region, city and population
density in different way.
8

9. C
h
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l
d
r
e
n
1
-
5
y
T
w
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5
-
1
0
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1
-
1
8
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A
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1
8
-
4
5
50%
40%
30%
20%
10%
0%
Demographic segmentation
Nike to target individuals according to their age, gender and generation.
Age and Generation
Nike divides its customer segment into given age
brackets- Age: Tweens, Teens & 18-45
It mainly deals with the generation Z and
Millennials.
Nike ranked most trustworthy fashion brand
by Gen Z and millennials- Ybrands.
Age wise segmentation
%
of
Consumers
9

10. Gender Segmentation
Men's Women's Nike kid's Others
20,000
15,000
10,000
5,000
0
Nike's primary source of revenue are Men
while secondary being Women and kids
section.
Rest are contributed by others.
Revenue share in
2020
Nike's women's business
grew by double digits in 2019:
Men
55%
Women
45%
Nike's gender based
investment 10
($ million)

11. Nike's Mission Statement: "To bring
inspiration and innovation to every
athlete in the world"
Run with me
Psychographic Segmentation
Values :-
Lifestyle & Personality :-
Sports - Centric v/s Product Centric
Inspiring/ Motivational/ Emotional
connect v/s Utility Value offering
Activities :- Gym & Sports
11

12. Utility Based - Basket Ball, Cricket,
football, outdoor, baseball, tennis,
track and field
Style Based - Cleats and spiked,
court sandals, and flip flops,
boots
"If you have a body, you are an
athlete.
And if you are an athlete. Nike
products make you feel athletic!"
Behavioural Segmentation
Benefits : -
Technology Based - Nike free,
Air Technology
Customer Loylty: -
Attribute : - Atheletic Feel
Buying Occasion: -
By providing consumers with
quality, choice and innovation.
NFL, NBA, Olympics, Leagues.
12

13. Running is heritage and largest performance category
Nike's innovation efforts are focused in running category
For men's product , they have 12 different categories of shoes.
Expanding Women's apparels
Women in 20s and 30s driving the athleisure trend
Kids are growing part of Nike's business
Young athletes wear products through sponsorship with clubs
and federations Professional athletes such as NFL wear Nike Gear
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Men
Kids
Runners
Women

14. Nike has its positioning statement which is “For serious
athletes".
Produce their products based on the needs of their
targeted customers as they research and improve their
products.
Nike stands a strong belief in customer’s mind that it’s the
best option for them when they need sports products.
Nike has positioned themselves to be high-class brand.
Market positioning is how Nike position
themselves in the market with other competitors
like Adidas or Puma.
Brand Positioning
14

15. Pure
emotion
Championing
the underdog
Fusing Sports
and Culture
Real people,
Real stories
Sporting legends
The 5
Ingredients
of Nike's
Marketing
Campaign
Inspire,motivate
and move us
15

16. Nike with Social Media
16

17. 4th largest fan following
Publishing posts about
once a week.
Separate Fb page for each
product category
Nike Football has more Likes
42 million vs 34 million
17

18. Product
Footwear Apparel Equipment
25,000
20,000
15,000
10,000
5,000
0
Multiple distribution
channels.
Retail experience
Nike town
Wholesale D2C Others
25,000
20,000
15,000
10,000
5,000
0
NIKE
NIKE
NIKE
An Overview of the 7P's
Price
Place
Process
Physical
Evidence
Promotion
People
High quality Footwear,
Appareals & equipment
Using latest technology
Sustainability
Value-based,premium
pricing
still competitive with
other competitors
Outsourced their
production process
Optimized its value
chain
Outlets worldwide
Company logo in its
product.
Trained Staff
CSR activities
Sponsorships
Advertising
Event partner
Marketing
Mix of
NIKE
18
Revenue
in
US
$
Million
Revenue
in
US
$
Million

19. 19
Headquarter: - Germany
Founder: - Adolf Dassler
(1949)
Tagline: - Impossible is
nothing
Headquarter: - Germany
Founder: - Rudolf
Dassler (1948)
Tagline: - Forever Faster
Headquarter: - Kobe,
Japan
Founder: - Kihachiro
Onitsuka
Tagline: - "Sound
Mind, Sound Body"
Headquarter: - US
Founder: - Kevin
Plank(1996)
Tagline: - I Wil
Competitiors

20. 20

21. Donated more than 140,000 pieces of footwear, apparel
and equipments globally to communities in need.
Nike committed more than $25 million, including more
than $2 million in employee donations, to support COVID-
19.
To encourage athletes to play it safe, they are streaming
live workout sessions on their YouTube channel around
the world.
Nike collaborated with the World Federation of the
Sporting Goods Industry (WFSGI) and other member
companies to launch a physical activity guide.
Ad Campaign during Covid-19-Nike: 'Play Inside, Play for
the World '
The Covid-19 Pandemic accelerates Nike’s e-commerce
focus
Nike assembled expert scientists, engineers, and designers
to create full-face shields and lenses to support healthcare
workers.
Nike in Covid Era
21

22. References
NIKE (2020) :
Philip Kothler Kevin Lane Keller(15th Edition):
DesignHill (2017) :
GradesFixer (2019) :
Askattest (2020) :
Statista (2020) :
https://about.nike.com/ (Accessed on Nov 2,2020)
https://investors.nike.com/investors/news-events-and-reports/default.aspx (Accessed on Nov 2, 2020)
Marketing Management (Accessed on Sep 30,2020)
https://www.designhill.com/design-blog/surprising-facts-you-didnt-know-about-nike-swoosh-logo/ (Accessed
on nov 2, 2020)
https://gradesfixer.com/free-essay-examples/market-segmentation-market-target-and-market-positioning-of-
nike-company/ (Accessed on nov 2, 2020)
https://www.askattest.com/blog/marketing/the-5-ingredients-of-a-nike-marketing-campaign (Accessed on nov
3, 2020)
https://www.statista.com/statistics/888763/nikes-revenue-by-customer-segment-worldwide/ (Accessed on
Nov 3, 2020)

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