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presentationonnike-170620212636.pdf
1.
2. HISTORY
Philip Knight
Established in 1962
Founded by Philip Knight
Originally named Blue
Ribbon Sports
Renamed as Nike in 1970
Designed the Swoosh in 1971
Aired first ad campaign in
1988
5. STRATEGY
Believes in “pyramid of influence” where it
targets a small percentage of top atheletes
having a massive fan following
TOP
ATHELETES
MASS FAN
FOLLOWING
6. OBJECTIVES
To be the world leader in sports equipment
and apparel
To promote sports wear as fashion wear
To enhance brand image by allying with
companies respected for social
responsibilities
📊
8. Strength
Strong global brand image
High product quality
Efficient R&D Department
Loyal customer base
💪
9. Weakness
Dependence on footwear sales
Dependence on retailers
Marketing solely driven by celebrity
endorsements
Accused of violating labor laws
👎
10. Opportunity
Could incorporate recycled materials in their
products
Growing segment of female athletes
Promoting sports wear as fashionable wear
International expansion into growing markets
like Brazil
Additional marketing to appeal to new
demographic groups
💡
11. Threats
International currency changes reduce profits
Negative publicity due to child labor,
controversial brand endorsers etc
Highly competitive industry
Profits mainly dependent on the sale of shoes
💀
12. Advertising Strategy
Signs up top sports person as its brand
endorsers
To expand overseas, made its advertisements
likeTV ads more relevant to the regional
masses
Promoting equality as feminism is at its peak
Nike aired its first ad in 1988 in its “Just Do It”
campaign, the most popular campaign so far
which subtly challenges people to chase their
goals
13. CHRISTIANO RONALDO
• Cristiano Ronaldo has generated over $500 million
in 2016.
• Ronaldo is the third athlete to sign a "lifetime"
endorsement with the company.
⚽️
14. TIGERWOODS
• In 2001, he signed a five-year extension that was
worth $100 million.
⛳️
15. MICHAEL JORDAN
• Michael Jordan is worth $1 billion, according to
Forbes.
• The brand brings in $2.5 billion a year in sales
🏀
17. PROS, CONS And RISKS Associated
With Marketing Strategy
PROS: Strong marketing strategy, works on
technological advancements, high quality
products
CONS: Has the image of luxury brand, should
launch a cheaper line of products for middle
class customers, and work on eco-friendly
products
RISKS: Promotes through celebrity endorsers
which is risky since sportspeople are often
involved in scandals like doping etc
18. If you were Adidas, how would
you compete with Nike?
I would spend more on R&D, primarily on
eco-friendly products which is a weak spot for
Nike
I would collaborate with major giants to
launch a new line of products like Nike+ and
Fenty by Puma
Sponsor sports team, coaches etc
If Nike was endorsing them, I would overpay
them to lead Nike
19. RECOMMENDATION
Should establish an apt ecommerce network
to sell to customers directly
Should keep track of changing market trends
Should target growing economies like China
etc
Promote gender equality more aggressively
Keep in check so as to not violate any more
labor laws