Nike was founded in 1962 as Blue Ribbon Sports by Phil Knight to provide high-quality, affordable shoes designed by athletes for athletes. It grew to sponsor major sports leagues and athletes. By the 1980s, Nike had signed Michael Jordan and released the popular Air Jordan line of basketball shoes. In the 1990s and 2000s, Nike expanded globally and into new sports through sponsorships and brand endorsements, including signing Tiger Woods for golf and Lance Armstrong for its Livestrong campaign. Today, Nike has over 30% of the global shoe market and uses innovative technology, celebrity endorsements, and virtual experiences to engage customers around the world.

1. Nike Case Study
Presented by,
Samanway Bera – 06
Debrudra Pal – 08
Sanjukta Banerjee – 11

2.  Nike wasoriginally known as Blue Ribbon
Sports
 It was founded by Philip Knight aimed at
providing high quality shoes designed for
athletes by athletes.

3. • Founded in 1962.
• Started manufacturing shoes for runners at competitive
prices.
• 1985: Nike signed up
basketball player, Michael Jordan asits spokesperson.

4. • Air Jordanline of basketball shoeswere released
• 1988 : Nike aired the first ads in its $20 million “Just Do
It” campaign.
• Usedgeographic segmentation asthe key marketing
strategy to promote its brandoverseas in Europe.

5. 1994: Nike sponsored Brazilian team won the
World Cup. Major breakthrough for thebrand
when Brazilian team won.

6. 2007: Nike acquired UMBRO, British maker of
soccer related footwear, apparel and equipment.

7. 2008: In summer Olympics, at Beijing It sponsored several
teamsand athletes and got permission to run Nike ads
during the games.
Sponsored mostoftheChinese teamsandUSAbasketball
team

8.  Started to diversify the companies and entered new
product categories like footwear, apparel, and
equipment.
 2009: LaunchedTiger Web Talkbacksessionat
nikegolf.com when Tiger Woods endorsed the Nike Golf
brand.

9. NIKE GOLF ENDORSED BY WOODS

10. NIKE TENNIS
 Nike aligned with Tennis players Maria Sharapova, Roger
Federer,and Rafael Nadal to push its Tennis clothing and
sportsgear.
 2008WimbledonfinalbothNadalandFedererwasdressedheadto
toebyNike

11. 2008 WIMBLEDON FINAL PICTURE
 Full head to toe
dressed by
Nike.
 Expert says “it
was a 5 hour
Nike show”

12. LIVESTRONG CAMPAIGN
 Also aligned with 7 times Tour de-France champion
Lance Armstrong, which alsohelped in Armstrong’s
LIVESTRONGcampaign.
 It was a campaign for cancer patients
 Nike sold 70 million yellow bracelets

13. NIKE PLUS
 High-tech running shoes which have a sensor connected.
 It was exclusively made by a partnership with Apple
You can track your running, calories burned, speed through
your Apple iPhone, iTouch etc.

14. NIKE PLUS HOSTED VIRTUAL RACE
World largest virtual race named “Human Race 10K”, by Nike plus
One have to complete 10 Km run at any where in the world by using
Nike plus tracker, and upload the details when he completes through his
Nike Plus ios app
780,000 participants in 2008

15. SOME STATS ABOUT NIKE
•Nike has 31% market share globally
•50% market share in US
•In 2009 fiscal year it exceeds $19 billion
revenues

16. MARKETING STRATEGIES
Differentiated offering
Usingavariety of marketing communications mix
Brandpositioning, segmentation and targeting
Innovative technology
Celebrity Marketing: Pyramid of influence
Connecting people (Like Virtual Race)

17. Q&A
Q1. What are the pros, consand risksassociated with Nike’score marketing
strategy?
Nike believes in “pyramid of influence”, and it strategically positions itself and usescelebrity marketing asits core
marketing strategy to create its brandimage
Pros– Arepeatable model allows managersto refine skillsand systematize processes.Their clearly defined
audience target – athletes, sportsenthusiasts, well off and brand conscious customers– makesit easyfor them
to make target-centric ad campaigns. It represents emotions and promotes its brand asa brand of allegiance
and loyalty. It usesgeographic segmentation to promote its products andbrand.
However Nike has, always, only been about 1 thing; it only delivers a specifickind of product
Cons– It mainly focuseson producinghigh-products with cutting edge technology and sells them at competitive
prices. It doesnot communicate to the middle classand lower classsociety.
Risks– Intense competition and the influence of spokespersons posesa risk to their strategies.Alsoever
changing demandsand choicesof the consumers along with the international expansion posesa risk to their
strategies.

18. IF YOU WERE ADIDAS, HOW WOULD YOU
COMPETE WITH NIKE?
Ans:-The strategy for Adidas isto compete with Nike should be to target the areas
of their weakness. Adidas should look to better diversify their marketing strategy.
AlsoAdidas should aim to bring around the diversified products in market which
would further popularise among consumers directly through its goods. Investing the
increments in the profits to get some innovative and popular advertisements would
be the stupendous ground breaking product to get leverage in competing with Nike.
Adidas should focus on creating new products coming up with new strategies to
promote its brand. IT should bring a new ground breaking product into market to
trump Nike lead in the market.Adidas canalso look further to expand its reach to
other sports where Nike hasnot set its foot and look for attractive associations such
asthose of Nike with the Apple to bring out Nike+.

19. THANK
YOU !