Shoes On Nike 1 Executive Sum.docx

Shoes On Nike
1
Executive Summary:
Situational analysis
▪ Background data on sales &
costs.……………………………………………....Pg. 2
▪
Competitors…………………………………………………………
……………....Pg. 4
▪
Customers……………………………………………………………
……………..Pg. 5

▪ Company
…………………………………………………………………………
...Pg. 6
▪ Community
…………………………………………………………………………
Pg. 8
Marketing strategy
▪ Mission
…………………………………………………………………………
…..Pg. 9
▪ Marketing and financial objectives
……………………………………………...Pg.10
▪ Target Market & Positioning
……………………………………………………..Pg.10
Marketing tactics
▪ Product
Offering………………………………………………………………
…..Pg. 11
▪
Distribution…………………………………………………………
……………...Pg. 13
▪
Promotion……………………………………………………………
…………….Pg. 15
▪ Pricing
…………………………………………………………………………

…..Pg. 17
Financial projections
▪ Break Even Analysis
……………………………………………………………..Pg. 18
▪ Cost
Forecast………………………………………………………………
……...Pg. 18
▪ Sales
Forecast………………………………………………………………
….....Pg. 18
References
▪ References…………
……………………………………………………………..Pg. 20
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Part 1: Situational Analysis
1.1 Background data on
sales and cost
Nike was founded in the

State of Oregon in January
1996, by a track athlete, Phil
Knight and his coach, Bill
Bowerman (Nike 2017 10-K
Form, 2017).
Being the leader in the
athletic industry, Nike is the world’s largest supplier of athletic
wear. Nike’s products are
divided into footwear, clothing, and training accessories. There
are eight main
categories of Nike’s brand products. They are: running, soccer,
basketball, action
sports, sports-inspired lifestyle products, golf, men’s and
women’s training (Nike 2017
10-K Form, 2017).
Comparing Nike’s and
Adidas’ market capitalization
provides evidence of how Nike
grew as a company in athletic
wear during the past 17 years.

In 2001, both Nike and Adidas
started with a market
capitalization of close to 4
3
billion. In 2005, Nike, Inc. gained its lead in the industry, with
its market capitalization
grew at a faster rate than Adidas. By 2010, Nike gained a
market capitalization of 63.45
billion, and an annual revenue of 19 billion. In 2015, Nike’s
market capitalization was
82.6 billion, while market capitalization of Adidas lagged
behind at 17.1 billion (image
and text, Leach, 2015). During the 2017 fiscal year, the annual
revenue for Nike, Inc. is
$34.4 billion, which rose 8% from the previous year on a
currency-neutral basis (Nike
news, 2017).
Nike’s “swoosh” symbol was developed in 1971, and was
registered with the
United States Patent and Trademark Office in 1974. Over the

years, the Nike brand
became one of the strongest brand in the world. Currently, the
Nike brand ranks as the
18th strongest in the world, estimated to be worth 27.0 billion
dollars (Interbrand, 2017).
Along with its long-stand slogan “Just Do it,” the Nike brand
became the face of the
company. Consumers associate the Nike brand with “superior
quality, style, and
reliability” (Deng, 2009).
Besides the NIKE brand, Nike Inc. owns several other well-
known brands
(Interbrand, 2017). The three noteworthy bands are: (1) Brand
Jordan, which is named
after the famous basketball player, Michael Jordan; (2) Brand
Hurley, which was
acquired by Nike Inc. in 2002 focusing on action sport appeals
such like surfing,
skateboarding, and etc.; and (3) Brand Converse, which was
purchased in 2003 by Nike
Inc. focusing on casual footwear (Soni, 2014).
Nike bought Converse for of 309 million in 2003. The brand has
become one of

the top generators for Nike, Inc. Nike’s revenue analysis is
based on its geographical
segment, except for Converse. Converse serves as a reportable
segment, which has
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estimated to generate a revenue of $2.0 billion for Nike, Inc.
during 2017. The converse
brand targets a premium market of casual footwear products,
which can have an
athletic look but not necessary high performance.
1.2 Competitors
Even though Nike’s footwear products are primarily designed
for athletic use, a
large percentage of Nike’s footwear products are purchased for
casual wear or leisure
use (Nike 2017 10-K Form, 2017). However, Nike is not a
leader in the casual shoe
wear market, as the company did not make to the top 5 brands in
this category. Adidas
took the lead in the casual footwear market with a market share

of 23 percent, followed
by Sketchers and Converse with 20 and 12 percent market share
respectively (Leech,
2015).
Adidas was the most significant competitor of Nike during the
2016 to 2017 fiscal
year. Specifically, Adidas’ sales increased by 31% in the U.S.
market during 2nd quarter
of 2017. Adidas’ CEO, Kasper Rorsted, promised that Adidas
would take the lead in the
U.S. market again in 2017 (Kell, 2017). Most experts think that
the reason that Adidas is
taking the lead in the causal shoewear market because they are
targeting “casual sport
wear,” which is also known as “street wear.” Matt Powell, NPD
Group’s sports industry
analyst, believes that the current fashion cycle acts as an
advantage to Adidas’
products, which is described as “casual” and “retro” (Kell,
2017). Furthermore, while
Nike uses pro-athletes to endorse their products, Adidas uses
athletes but also focuses
on popular culture. For example, when Adidas marketed the
“Ultra Boost” as one of the

greatest “athleisure” shoes on the market, product sell was
increased significantly by
5
the endorsement of popular hip-hop musicians such as Kanye
West (Kell, 2017).
1.3 Consumers
Nike currently aims to target a couple different types of
consumers. Their main
target consumers are serious young athletes both men and
women who typically fall
between the ages of 13 to 35. Nike excels in this category
through the sale of
expensive, high quality, and sport specific footwear. Nike is
able to sell at high prices to
this group because the pricing is related to high quality that
consumers associate with
Nike’s brand. The running category is especially important for
Nike because of the
company’s rich running heritage. Running is Nike’s largest
performance category and is

the place where the majority of its innovation occurs. Nike’s
running category spans a
much wider age range than the rest of their performance
categories.
Nike’s second market target is women. With the rising trend of
“athleisure” in
women in their 20’s and 30’s, Nike effectively gains the sales
of women who wear
running shoes out to run errands and in everyday life. These
consumers are looking for
comfort with an athletic appeal, although they are not going to
play sports in the shoes
they still want to carry the connotation (Lutz, 2015).
Nike then targets the casual shoe wearers who are on a budget
and don’t care
for style. Nike achieves this audience because Nike is a trusted
brand with value, high
quality shoes that sell for about $50. A model like Nike Air
Monarch successfully targets
the consumer segment that is comprised of males 40 and older.
6

Nike’s main focus is to appeal to consumers who are athletic or
want to appear
athletic. Currently, Nike has definity to break into this segment
of consumers, as the
market has been increasingly dominated by Adidas’
combination of comfort and style.
Converse, which is owned by Nike, appeals to a different kind
of consumer. The
roots of this brand are ingrained in music, art and popular
culture. Converse’s chief
marketing officer had been quoted in saying “Converse prefers
to work with individuals
who are ‘daring’” and that Converse prefers to endorse people
who other companies
see as too dangerous (Rath, 2017). Converse believes that lesser
known talents
provide a more engaged audience. Converse’s consumers are
millennials who value
their self-expression and individuality. Converse successfully
captures these consumers
by encouraging individuality seen in their ‘made by you’
campaign and by defying
stereotypes through supporting and promoting a diversity of
lifestyles. Converse looks

to celebrate the unique differences between each of their
consumers and uses
consumers’ individualities to create a new, modern image.
1.4 Company (SWOT analysis)
Nike Inc. has many advantages as a company. First of all, Nike
is the world
leader in the athletic footwear industry. Over the years, the
company developed a broad
distribution network both nationally and internationally.
Because the company’s “make
to stock” customer order framework, Nike is able to deliver
their products fast (Beach,
2017). Furthermore, Nike placed tremendous efforts in its
innovative research and
development. Finally, Nike has a strong global brand name
(Interbrand, 2017).
Nike as a company also has many disadvantages. Nike’s strong
athletic image
7
could deter casual-shoe buyers from purchasing Nike shoes
because consumer’s belief

in Nike shoes’ expertise in athletic shoes. Furthermore, Nike
has many intermediate
retailers, which could result in the further narrowing of an
already small profit margin.
Finally, Nike’s footwear is mostly manufactured outside of the
United State. In 2014,
Nike Inc. was supplied by ~130 factories in 15 countries, with
Vietnam, China and
Indonesia being the largest supplier (Soni, 2014). However,
there have been many
controversies over producing shoes in the third world countries
and Nike’s utilization of
child labor over the past several years. Nike’s social image
could have been tinted as a
result of these controversies (Beach, 2017).
As a company, Nike has many opportunities to expand its
market share. For
example, even though it is an athletic company, many
consumers who wear Nike shoes
do not always buy athletic shoes to participate in sports (Nike
2017 10-K Form, 2017).
In addition, over the years, Nike has purchased many subsidiary
brands, such as

Converse, that could allow Nike the possibility to expand to
other markets. Finally,
although Nike has a broad distribution of their product already,
there are still many
global marketing opportunities that could be explored further
(Beach, 2017).
The main threats that Nike currently faces in the shoe industry
is the
competitiveness of the market itself. There are many alternative
brands that are
competing for market share.
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1.5 Community
Nike has developed multiple innovative technologies to boost
athletic
performance with their athletes as well as style with their
consumers. As a result, many
technological communities exit.

NikeID is a service created by the company in 2012 to allow
customers to design
their own merchandise. The program is available in select stores
as well as online and
has been expanded to countries over the world (Team, 2015).
The alterations focused
mainly on their shoe line and allowed for thirty-one
customizable parts. Nike wanted to
allow their followers to become the designers. This concept was
the first of its kind in
this industry and opened a gateway of individuality while also
retaining the community
within the brand name.
Nike also other technological communities. For example, Nike
offers programs
such as the Nike Running Club and Nike+ Training Club which
are phone applications
designed to coach users through their workouts. Nike also
recently collaborated with
Apple to integrate softwares into their apple watch and released
a new line of Nike+
Apple Watches. Many cities have organized Nike Plus Running
clubs consisting of local

like-minded runners (Skwarecki, 2016). Over the years, Nike
has built a strong
community for aspiring athletes. However, these community
organizations are poorly
advertised and do not surmount to their potential.
Over the years, with the release of popular shoes such as Air
Jordans and
Yeezys, a community of sneaker collectors was born. These
‘sneakerheads’ consist of
the early adopters and early majority of casual-athletic shoes.
These groups began
appearing in the late 1980s with the appearance of basketball-
endorsed shoe lines as
9
well as the growth of hip-hop music. However, there is a similar
culture of shoe
collection development in Adidas, as the demand in exclusive
Adidas shoes have grown
in popularity. Because Nike is not in the lead for the casual-
wear sneakers, the
company loses out to the community that collect signature
casual-wear sneakers.

Part 2: Marketing Strategy
2.1 Mission
Nike's mission statement is "to bring inspiration and innovation
to every athlete*
in the world." There is an asterisk behind “every athlete,” and a
following footnote
stating that everyone who has a body is an athlete. However,
most people associate
Nike with their specialization in athletic wear. As a matter of
fact, Nike also fiercely
protects its brand image as an athletic brand.
As stated in the SWOT analysis, one of Nike’s biggest threats is
that Nike is in a
competitive market facing many competitors who hope to gain a
larger market share.
According to the concept introduced in the Marketing Myopia,
Nike should have a far-
sighted vision acting on customers’ needs and desire to further
its growth (Levitt, 1975).
In order words, Nike Inc. should not limited its production to
athletic shoes, the company
should expand its product line so that Nike could become an

“everyday everyone’s”
shoe company.
By taking some of Nike’s casual-wear shoe models, making
minor alterations
and bringing them to market under the Converse brand name we
are looking solve
Nike’s image and popularity issues in the casual shoe segment.
The introduction of
these shoes would create the Converse Elite and Converse Elite
Signature Series shoe
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lines, merging Nike’s technology and comfort with Converse’s
edgy and artistic style.
2.2 Financial & Marketing Objectives
2.2a Financial Objectives
According to the growth-share
matrix, Nike is currently a “cash cow,” with
relative high market share and low growth
rate. We hope to institute a new product in

Nike so that the company could find a new
area of growth, and again become a “star”
in the growth-share matrix with relative high
market share and high market share and
high market growth rate (Image retrieved
from: http://www.milnerltd.com).
2.2b Marketing Objectives
We would like to make Nike a leader of casual-shoe market in
the North America
by introducing new products through the Converse brand, a
subsidiary brand Nike. As
mentioned in an early section, Converse is currently ranked
Number 3 in the Casual
shoe market in North America, estimated to have a 12% of
market share. We hope to
develop a product that would allow Converse market share to
grow from 12% to 28%,
making Converse market share to surpass Adidas’ 25%
marketing share, making
Converse the new leader in the casual shoe market in North
America.

http://www.milnerltd.com/
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2.3 Target marketing & positioning
Through this marketing plan we look to target casual shoe
wearers between the
ages of 14 and 35. This market is filled with millennials who
start to earn some income
and look for comfortable, stylish shoes they can wear in any
situation. This plan is also
appealing to the millennials desire to belong to a group while
holding onto their
individuality.
The positioning of the Converse Elite line will be a high priced
and high quality
shoe. The Converse Elite shoes will utilize Nike’s current state
of the art comfort
technology used in their running shoes. This line will also be
largely focused on the total
customization of the different models for no extra cost and also
the addition of the

interchangeable logo badge.
The Converse Elite Signature series line will be positioned as
the Converse shoe
for collectors and enthusiasts. This will include higher prices
than the Converse Elite
line to correspond with the limited supplies that will be made
available. This line’s
designs will be inspired and created by designers, artists and
pop culture icons.
Part 3: Marketing Tactics
3.1: Product
There will be two product lines added to converse’s brand
name, the Converse
Elite line and the Converse Elite Signature Series. The shoes
themselves will
incorporate Nike’s athletic comfort and customization
technology along with the artistic
and edgy design Converse is known for. This shift will
incorporate a Blue Ocean
12

Strategy by creating an innovative product in an untouched
market (customizable
casual-shoe wear).
The Converse Elite Line will be released as the main line,
which includes three
different models of shoes (casual-formal, casual-street, casual-
athlete). All of the
models will be available in stores in a select few different basic
colorways. These
models will also be offered fully customizable to the individual
through online
customization and in-store kiosks. This line of
shoes also includes the interchangeable social
action/accent badges. The customizations will
allow consumers to immerse in individuality while
also maintaining conformity in fashion. The
traditional star logo has been redesigned to
illustrate the new fashion line. The minimalistic
icon subtly incorporates Nike’s swoosh logo to
depict the collaboration between the two

brands. This new design retains the simplicity
of the old logo while also coming off as more
stylish. The logo will be placed in between the
sole and the heel contour. The strategic
placement of the newly-designed logo is to
draw attention to the logo and for consumers to distinguish the
Converse Elite shoes
from other casual-athletic shoes.
13
The Converse Elite Signature series is the collectable line. This
line will be
comprised of unique models and designs by prominent designers
(Virgil Abloh, Hiroshi
Fujiwara), artists, social media influencers and musicians (Tyler
the Creator). These
shoes will be released in a limited quantity and on specific
dates or events. The
Converse Elite shoes will also appeal towards local artists and
designers as we will host
frequent contests for shoe designs. These collaborated shoes

will be sold locally to
support the artists’ community. This higher model will be
marketed towards the
sneakerhead community who are already willing to pay a higher
price for these premium
shoes. Nike has had a large success in this field where they
announce specific releases
and have overnight lines outside foot lockers just to purchase
the
shoes.
Over the years Nike has been plagued with the poor
reputation of utilizing child labor in third world countries. To
improve
the image, customers will be given the opportunity to purchase
the
shoes in conjunction with a charity and Nike will donate a
portion of
the proceeds to the selected organization. In return, the
customers
will receive a social action badge that can be affixed onto the
sneakers to raise awareness for their cause. Nike will include
organizations such as the China Education Development

Foundation, UNICEF, and the Nike School Innovation Fund.
Multiple
medical and social awareness campaigns will be part of the
collaboration including Breast Cancer Awareness and Aids
awareness (Product Red).
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3.2: Distribution
Converse Elite will utilize Nike’s current distribution network.
The line’s basic
colorways will be sold through stores similar to Dick’s Sporting
Goods and Foot Locker
to be readily available to all consumers even though the focus
will be on driving online
sales through customization. There will also be in-store design
kiosks to customize
shoes after trying them on, these shoes would than be shipped
directly to the
consumer's home. Nike’s self-designed shoes currently take
three weeks to deliver due
to overseas manufacturing and assembly. The current issue is

that Nike houses their
factories overseas and depend on scheduled bulk shipment to
the United States. They
can appeal to the new trend of fast shipping by setting up
assembly centers within the
country to shorten the wait time to under two weeks. The shoe
is designed to be
modular so it will be quick to put together by trained
professionals and can be send out
expeditiously. The separate parts will be still mass produced
internationally but sent
over to the assembly centers.
The signature series line will be distributed more carefully.
These products will be
limited to smaller amounts made and will be sold online through
customer loyalty
program and will be available in person at select locations.
Collaborations with rappers
would be made available in stores specializing in hip-hop/urban
apparel. Collaborations
with artists would be sold locally out of their studio.
Collaborations with other companies
will be sold across the nation through their select stores.

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3.3: Promotion
In order to gain a bigger margin from distributing its products,
Nike is trying to
promote and sell its products online, shifting away from
promoting and selling its
products through intermediate distributors.
Instagram is a social media platform that could be used to
promote and sell our
products. We hope to build off of Converse’s previously
successful ‘made by you’
campaign which resulted in a 71 percent rise in sales over five
years (Blattberg, 2015),
to portrait Converse’s diverse consumers wearing Converse
Elite shoes doing their
everyday activities whether it is going out with friends,
enjoying the outdoors or
skateboarding. We hope to give Converse Elite the image of an
“everyday for everyone”

shoe. Photos can be taken through smart phones and are
encouraged to be submitted
on Instagram under the hashtag of “#ConverseElite”. Photo
submitters will be
automatically entered into a random drawing of a pair of
Converse shoes. Furthermore,
Converse will select the best photo, to be used on on urban
billboards with credit given
to it’s creator. Finally, because Instagram designs its platform
to “from inspiration to
information to purchased in just a few steps” (Instagram
Business Blog., 2017). Through
photo submission on Instagram, we also create the opportunity
for consumers to
purchase the product through the application.
On Instagram, we hope to create another submission place to
encourage
Converse Elite users to submit photo wearing Converse shoes
doing community
service. Photo submission could be done through another
hashtag “#ConverseAction”.
Similarly to “#ConverseElite” photo submissions, photo
submitters will be automatically

entered into a random drawing of a pair of Converse shoes. Best
submission will be
16
determined not only based on the photo quality but also based
on the community
service conducted. The winner will be invited to meet designers
and celebrities for a
photoshoot to promote the Converse Elite products and their
specific cause on Urban
Billboards.
In addition to using online platform to promote Converse Elite
series, we plan to
place design centers across the country in retails centers and
hallways of large
shopping malls. Consumers are encouraged to use design
centers to design a pair of
customized shoes without the obligation to purchase. Once the
designs are finished,
designs can be submitted for a weekly-draw of a pair of free
Converse shoes. If a
particular shopper is selected, a pair of their free Converse
shoes will be automatically

shipped to their residents within 14 days. Once a shopper
finished their design, if they
choose to purchase, they can directly purchase the shoes from
the design center. They
can also save the design to purchase at a later time. Saved files
can be found from
home computers and be purchased at any time. Widely-available
designing centers
help to allow consumers to become more familiar with Converse
Elite design centers.
Finally, the design center also holds a “donation function.” If a
shopper hopes to make a
donation to his or her favorite foundation, with a total “to-date”
donation amount
registered for tax-reduction purposes. Furthermore, a
personalized Converse Elite
badge that could be placed on a keychain will be produced from
the design center as a
“thank you” gift. Widely-distributed donation badge will help to
build Converse Elite’s
brand image, as sale growth is positively related a brand’s
image (Davies et al., 2010).
In addition to these social media focuses, Converse’s currently
endorsed

celebrities fit perfectly with the current brand image as well as
the slight changes we are
17
looking to make to bring it further mainstream. From Tyler the
Creator and Miley Cyrus
to Maisie Williams and Millie Bobby Brown, Converse is up to
date with popular culture
and actively celebrates its diversity through these endorsements.
This plan would
expand on the success of these celebrities by having them create
their own styles
through the Converse Elite Signature Series to further connect
them to the brand and
utilize their creativity.
3.4: Pricing
The Converse Elite series will be strategically priced at $180 to
compete with
Adidas’ current Ultra Boost shoe line. However, our shoes will
include full customization
of the shoe at the flat rate. The connotation with pricing in the

shoe market is that the
higher the price the higher quality the product. According to
Nike Financials, average
footwear sales follows a positive linear relationship with the
average footwear selling
price because consumers’ perceived value of Nike (Zgonsalv,
2016). With this
information, it can be safely guaranteed that setting the high
selling price will generate
more revenue. However, marketing the sneakers at too high of a
price can also hurt the
image in the eyes of the consumers. Shoes above the $200 price
line are normally
reserved for the signature style and collectible shoe category.
For this we will segment
the Converse Elite line to also house a Signature series line.
These shoes will be priced
at $250 which fits the market standards of high end exclusive
sneakers.

18
Part 4: Financial Projection
4.1 Break-Even analysis
More information must be given from Nike in order to
complete an accurate
break-even analysis on this product. Based on our projections,
we believe that the
break-even point will be achieved quickly because Converse
Elite will only require
reallocation of Nike’s normal annual budget of advertising,
research, and development.
4.2 Cost Forecast
We will run a $250 million advertising campaign (1/10th of
Nike’s annual
advertising budget) to kick off and promote the Converse Elite
lines. There will not be
any unbudgeted costs associated with this project because we
hope to position Project
Converse Elite as a Nike’s priority project and reallocate funds
from Nike’s annual
advertising costs (estimated to be 2.5 billion per year) and from
Nike’s extensive

investment on research and development.
4.3 Sales Forecast
We hope to develop the Converse
Elite brand name over the next 2 years.
Specifically, we hope to increase
Converse’s total market share from 12%
to 28%. Total Nike Revenue will increase
19
as a result exceeding its steady average annual growth of 8%.
Furthermore, because
our product is designed to target Converse’s brand image, which
will further increase its
total sales (Nike’s total sales).

20
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http://www.businessinsider.com/
http://www.marketrealist.com/
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Shoes On Nike 1 Executive Sum.docx

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Shoes On Nike 1 Executive Sum.docx