Nike is the number one athletic footwear company in the US and one of the most recognized brands globally. In 2001, Nike reported over $9.5 billion in sales. While Nike has excelled in innovative marketing campaigns featuring celebrities like Michael Jordan, and introducing new products like the Nike Shox shoe, the company recognizes it still has work to do to reach its goal of global leadership in the athletic industry. By 2010, Nike aimed to expand into new international markets like soccer and countries including China, Germany, and Japan.

1. NIKE-STILL A LONG WAY TO GO… BY MANOJ KUMAR MANJUNATH MANJU J

2. ABOUT NIKE Number one US athletic footwear company. Most recognized US brand among foreign consumers. In 2001-Sales of over $9.5 billion.

3. AD CAMPAIGNS Concept based-’IMAGE TRANSFER’ Brand ambassadors-Michael Jordan, John Mc Enroe etc. Campaigns- ---I CAN(1998) ---JUST DO IT ---SEARCH AND DESTROY ---TAKE ME OUT TO THE BALL GAME

4. PROBLEM INVOLVED Marketing strategy for decision making-regarding product advertising. Management decision problem-To attain leadership position.

5. FACTS OF THE CASE Nike ads did not specifically place a product or mention brand name. Atmosphere created and brand associated with it. Emphasized more on product innovation than athletes and exposure. In 1998,featured more product-focused ads.

6. Still didn’t back away from innovative marketing. Excelled in advertising area. In 2001,introduced NIKE SHOX-shoes providing support, comfort and shock absorbent. By 2003,it had one-third of international sales.

7. MARKETING RESEARCH??? Observing consumer behavior, particular brand segment and fast moving brand. Communicate about topics including participant’s attitude, motivation, intention and expectation. Telephone, mail and Internet. Survey of ad campaign  Analysis of main strength.

8. MANAGEMENT DECISION By 2010,looks into international arena. Aimed at expanding into soccer and international sports arena. Build up presence in key markets—China, Germany, Japan. Concentrate on region specific sports.

9. CONCLUSION NIKE has to reach out to unexplored regions of sport. Has world wide distribution centers to achieve greater control of its operations. Research helps it to stay ahead of competition from ADIDAS AND REEBOK, but still has a long way to run…

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