About Nike• Nike is the U.S-based manufacturer of athletic shoes, apparel and sports equipment.• Stock symbol: NKE (NYSE)• Annual revenue (2008): more than $18billion• Founders: Bill Bowerman, Philip Knight• Year established: 1964 (as Blue Ribbon Sports)• Industry: Sportswear/equipment• HQ: Beaverton, Oregon• President/CEO: Mark Parker• Staff: 30,200• Products: shoes, apparel and sports equipment, accessories• Slogan: Just Do It!
Nike’s Competitors• Adidas• New Balance• Converse (prior to being bought by Nike in 2003)• PUMA• Sketches U.S.A• Timberland• Under Armour• K-Swiss
Advertising Strategy•Designed to make a connection to the consumer•Seldom pitch the product directly or talk aboutproduct attributes•Sometimes don’t even mention the company’snam, featuring instead only the swoosh logo•Seek to portray the core values of sport•Collaboration ads with another strong brandedproduct, such as Apple iPod
•Product strategy•Several lines of athletic shoes and apparel•Product mix width consist of athletic shoes, apparel and sports equipment•Product mix depth, for example, in athletic shoes are basketball, running, baseball etc.Footwear: Performance Equipments:• Running • Bags• Basketball • Socks• Soccer • Sport Balls• Sport-inspired urban shoes • Eyewear• Children’s Shoes • Timepieces • Electronic Devices • Bats • Gloves • Protective Equipments
Promotion strategy•Advertizing (repeat messages at low cost many times)•Direct marketing (through e-shop)•Public relations (sponsorship of Manchester United)• Our members enjoy great benefits and personalized services, including:• FREE SHIPPING on orders of $100 or more* (excludes NIKEiD)• FREE RETURNS AND EXCHANGES on all orders*• Express checkout• Exclusive access to seasonal promotions and discounts• Ability to write product reviews• Save and Share your favorite products.• Easy order tracking•Fast Friendly and toll free No :1-800-806-6453.•E-mail a question : get reply with in 24 hours .•E-mail about exclusive member promotion
Headquarters : Washington County, Oregon, United States•Nike has contracted with more than 700 shops aroundthe world and has offices located in 45 countries outsidethe United States..• Most of the factories are located in Asia, includingIndonesia, China, Taiwan, India, Thailand, Vietnam,Pakistan, Philippines, and Malaysia.•Nike is hesitant to disclose information about thecontract companies it works with. However, due to harshcriticism from some organizations like CorpWatch, Nikehas disclosed information about its contract factories inits Corporate Governance Report.