A ppt on defense strategies used by Nike as a part of study in 'Business Level Strategies'-Marketing!

1. Nike: Defense Strategy
“Business is War without Bullets”-
Phil Knight(Founder & Chairman)

2. 1. Position Defense
2. Mobile Defense
3. Flanking Defense
4. Contraction Defense
5. Counter-Offensive Defense

3. Nike
Sports
Shoes

4. Nike
Sports Leisure
Basketball Football Cricket Clothing Accessories
Nike
Air Zoom
Air Jordan Mercurial
Yorker
Vapour

5. Line Extension
Nike Mercurial(Football)-
• 8 versions
• Associated with ‘Speed’
T-90(Football)-
• 8 Generations
• Associated with
‘Power and Accuracy’

6. Constant Innovation
1. Their first products were track running shoes.
2. Nike has recently introduced cricket
shoes called Air Zoom Yorker,
designed to be 30% lighter than
their competitors.
3. In 2008, Nike introduced the Air Jordan XX3, a high-
performance basketball shoe designed with the environment
in mind.

7. NIKEiD
NIKEiD is a sub brand which allows customers to design and
personalize their Nike footwear, and is available online at
NIKEiD.com.
The NIKEID brand also has boutique stores in New York
City, London, Paris, Osaka, and Berlin. It has been reported
that the NIKEID business has more than tripled since 2004.
Presently, there are over 3,000,000 unique visitors at
NIKEiD.com per month.

8. Technology in Products(Nike+)
• Nike has historically had some of the most cutting-edge products on the market.
• Nike teamed up with Apple and launched the “Nike + iPod” line of products.
• This technology allows consumers to connect their iPod devices to sensors inside the shoes to record time,
distance, pace, and calories burned.

9. Strength of Patents
One of Nike’s most revolutionary technologies comes through its
footwear cushioning.
The cushioning systems in a shoe serve to distribute pressure evenly
among the foot, absorb shock, and deliver comfort to the user.
Nike has patents on four cushioning technologies:
 Nike Air
 Nike Zoom
 Nike Air Max
 Nike Shox
Although some of Nike’s earlier patents are beginning to expire, they
still hold patents on the newer technologies.
In the past, competitors have tried to match rival Nike’s cushioning
systems, but none have matched their success.

10. Under Armour Marketing
According to their Annual Report, their marketing and promotion
efforts begin with a strategy of selling their products to high
performing athletes and teams on the collegiate and professional
levels.
They implement this strategy through collegiate sponsorships,
individual athlete agreements, and by selling their products directly
to team equipment managers and to individual athletes.
 As a result, their uniforms, batting gloves, socks and other items of
apparel are seen on the field, giving their products exposure to
various consumer audiences, through television, magazines and live
at sporting events.
This exposure to consumers helps them establish on-field
authenticity as consumers can see their products being worn by
high-performing athletes.

11. Nike Promotional Campaigns
•Without Using the words,
‘medal,' gold’ & ‘games’.
•No.1 with 4.5Mn
Views>Adidas(2.9Mn
Views)
•Nike garnered 23.6 Mn
views by the 4th day.
•Benefitted more than any
other brand.

12. The "Just Do It" campaign allowed Nike to further increase its share of the
domestic sport-shoe business to 43%, from 1988 and 1998.