The document analyzes Nike's marketing strategies. It discusses Nike's mission to inspire athletes worldwide, how it was founded in 1964 and became known for its swoosh logo. The analysis covers Nike's product segments, geographic markets, sponsorship of sports teams, and positioning as a premium brand for serious athletes. It also compares Nike to its main competitor Adidas and recommends Nike capitalize on its brand image in apparel and develop markets in growing economies while maintaining innovation and complying with labor laws.

1. MARKETING ANALYSIS
OF NIKE
• S Mahesh
• Sachin Agarwal
• Sahil Handa
• Saloni Chaudhary
• Sanchit Juneja
• Manoj Kumar
• Shriram Khandelwal

2. SPORTS INDUSTRY ANALYSIS
• Sports is an integral part of modern society
• Affiliated to perseverance, discipline and dedication
• Sportspersons treated as national heroes
• Sportsmen need specialized superior quality gear
• Target Company: NIKE Major Competitor: ADIDAS
• Started of as footwear manufacturers for athletes
• Products have now diversified to apparels, accessories and
equipment.

3. ABOUT THE COMPANY
• MISSION: To bring inspiration and innovation to every athlete* in the
world
*If you have a body, you are an athlete.
• Two visionaries revolutionized and redefined the athletic footwear
industry in 1964.
• Originally knows as ‘Blue Ribbon Sports’
• In 1978 the name was changed to Nike coming from Greek Goddess
of Victory.
• Headquartered at Oregon, USA.
• Trades under the code NKE in the New York Stock Exchange.

4. THE SYMBOL
• Known as the SWOOSH, created by Carolyn Davidson in 1971
• Drew a sloppy check mark on her paper out of frustration while working with
Philip Night
• Became the signature of Nike, is the most recognizable symbol in the sports
industry.
COMPANIES OWNED
1. Umbro: English based sportswear and football equipment supplier. Umbro
designs, sources and markets sports related footwear, apparel and equipment.
2. Converse: American shoe company that makes shoes, athletic and fashion
apparel.
3. Cole Haan: US based Global lifestyle brand that defines style beauty and luxury.
4.Hurley International: California based clothing company, which puts emphasis on
skateboarding, surfing, music and fun.

5. MARKET SEGMENTATION
Major consumer market comprises of sportspersons

6. GEOGRAPHIC

7. DEMOGRAPHIC

8. PSYCHOGRAPHIC
LOGO: Just Do It

9. BEHAVIORAL

10. TARGETING STRATEGIES
1. SPONSORSHIP OF PRODUCTS BY PROFESSIONAL ATHLETIC TEAMS

11. 2. DESIGNING OF PRODUCT DESTINATION

12. 3.TARGET CUSTOMERS WITH PRODUCT INTIMACY

13. POSITIONING STRATEGY
• Nike appeals to all demographics
• Products ooze style, attitude and confidence
• Positioning statement is “For serious athletes, Nike gives confidence
that provides the perfect shoe for every sport
• Nike positions athletic fantasy in consumers
• Uses strong brand advertisement.
• Positions itself as a premium brand selling well designed athletic
products

14. SWOT ANALYSIS
STRENGTHS
• Professionally competitive
organisation
• Strong global brand image
• Loyal customer base
• Efficient R&D department
• Fast service to customers
• Outstanding promotional
and marketing campaign
WEAKNESS
• Heavy dependency on footwear
• Dependence on retailers
• Marketing depends on celebrity
endorsements
• Have been accused of violation
of law

15. OPPORTUNITIES
• Venture into electronic
accessories segment
• Venture into fashion industry
• Huge potential in developing
countries
• Create eco-friendly products
THREATS
• Stiff competition
• Increase in price of raw
materials
• Loss due to currency
fluctuations

16. 4P ANALYSIS
PRODUCT
• Produce shoes, jerseys, shorts etc.
• Produce products for different games like hockey, cricket, football etc.
• Introduced Air Zoom Yorker for cricket
• Air Jordan XX3 for basketball
• Developed Nike+ with Apple Inc.
PRICE
• Pricing based on vertical integration
• Competitive prices as compared to other retailers
• Demands high premium

17. • PLACE
• Uses independent distributors and subsidiaries in international
markets
• Factories are situated in India, Thailand, Vietnam, Pakistan etc.
• PROMOTION
• Famous athletes promote their products
• Sponsors large-scale events
• Personalizes its websites
• Brand logo and slogan strengthen brand image
• Depends on T.V. and print media

18. NIKE & ADIDAS: WHERE THEY STAND
NIKE ADIDAS
Headquarters USA Germany
Major Markets Basketball, Cross training, running, women and children’s shoes. Soccer, tennis and athletics.
Key Sponsorships Michael Jordan, Cristiano Ronaldo, Virat Kohli and England Soccer. New York Yankees, Real Madrid, Leo Messi
Strategies - Focus on footwear
- Shifted focus to soccer in order to gain international
recognition
- Started athlete sponsorship frenzy
- Innovation is the key to the company’s success
- Nike team sports
- Changes shoe designs frequently to stay ahead of
competitors
- Customized products
- Uses overseas manufacturing factories to cut production
costs
- Perfected its internet site with custom footwear options
- Has lead the industry in advertising and marketing strategies
- Focus on apparels
- Adidas still dominates the soccer market which is
considered the world’s sport
- Followed Nike in sponsoring professional athletes and
athletic teams
- Tries to cut production time in order to be more efficient
- Uses low wage labour to cut production cost
- Has enhanced marketing and advertising budget
- Has recently tried to expand its market to sports
equipment and apparel
Outsourcing - Nike is not a production company, almost all shoes are
outsourced
- The company only develops and markets the goods
- Adidas also outsources its production but the design and
development process is based in Germany

19. CONCLUSION/RECOMMENDATIONS
• Nike has shown good growth momentum & increase in stock prices
• Nike should move forward with the changing trend of the market
• Company has good brand image but at present most of the revenue comes
from footwear segment
• Nike should capitalize on its brand image to capture the market share of
apparel product line as well.
• Should target countries with growing markets like India, China, and Brazil
etc.
• Need to establish a proper ecommerce network to sell directly to
customers
• Should keep in mind the labor laws in order to avoid repeating past mistake
• Keep the innovative culture alive, as that is the essence of the company

20. DON’T ASK QUESTIONS,
OR ELSE...