Nike From Marketing Perspective

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  • Nike From Marketing Perspective

    1. 1. <ul><li>Nike from a marketing perspective </li></ul><ul><li>Sara Langer, Michael Kraus, </li></ul><ul><li>Katrin Müller & Jan Tarnogrocki </li></ul>
    2. 2. Overview <ul><li>History – waffle-iron nubs and 35$ logo </li></ul><ul><li>PR Nightmares </li></ul><ul><li>New Markets – Women and Online Communities </li></ul><ul><li>Viral Marketing – Youtube & Co </li></ul>
    3. 3. History 1950 <ul><li>Bill Bowerman </li></ul><ul><ul><li>nationally respected track and field coach at the University of Oregon </li></ul></ul><ul><ul><li>experimented with track surfaces, re-hydration drinks and running shoes </li></ul></ul><ul><ul><li>established footwear manufacturers of the 50s ignored his ideas, so he began to cobble shoes for his runners </li></ul></ul>
    4. 4. History 1950 <ul><li>Phil Knight </li></ul><ul><ul><li>enrolled at Oregon in 1955 </li></ul></ul><ul><ul><li>member in Bowerman´s track program </li></ul></ul><ul><ul><li>gained a MBA in finance from Stanford University </li></ul></ul><ul><ul><li>became distributer of Tiger running shoes for the Onitsuka Co. in Kobe, Japan </li></ul></ul><ul><ul><li>instead of selling shoes, Knight became Bowerman´s business partner </li></ul></ul>
    5. 5. History 1960 <ul><li>Blue Ribbon Sports </li></ul><ul><ul><li>1.000 $ seed capital </li></ul></ul><ul><ul><li>300 pairs of shoes were ordered in January 1964 </li></ul></ul><ul><ul><li>operational business: Knight sold the shoes </li></ul></ul><ul><ul><li>product improvement: Bowerman began to research </li></ul></ul><ul><ul><li>employees were needed: Jeff Johnson the first full-time employee </li></ul></ul>
    6. 6. History 1970 <ul><li>Blue Sports turns into Nike </li></ul><ul><ul><li>first Blue Ribbon Sports retail store </li></ul></ul><ul><ul><li>Bowerman invented a special pair of shoes </li></ul></ul><ul><ul><li>Swoosh: created by Carolin Davidson, a graphic design student </li></ul></ul><ul><ul><li>Development from footwear distributer to design and manufacturing own brand </li></ul></ul><ul><ul><li>1971: Blue Ribbon Sports was renamed into Nike </li></ul></ul>
    7. 7. History 1980 <ul><li>Nike grews up </li></ul><ul><ul><li>Nike Air Technology </li></ul></ul><ul><ul><li>1980 Nike completed its IPO </li></ul></ul><ul><ul><li>1984 Nike´s early pioneers left the company </li></ul></ul><ul><ul><li>1985: second ambassador Michael Jordan </li></ul></ul><ul><ul><li>1987 Nike Air Max </li></ul></ul><ul><ul><li>1988 “Just do it” </li></ul></ul>
    8. 8. History 1990 <ul><li>Portland, Oregon – first Niketown </li></ul><ul><ul><li>golf and soccer footwear and apparel grew to an important business segment </li></ul></ul><ul><ul><li>1996 Eldrick “Tiger” Woods </li></ul></ul><ul><ul><li>Cycling 1999 Lance Armstrong´s comeback </li></ul></ul><ul><ul><li>US men´s and women´s national soccer teams and many national teams around the world were signed </li></ul></ul>
    9. 9. History 2000 <ul><li>Never change a winning team </li></ul><ul><ul><li>Nike Shox System </li></ul></ul><ul><ul><li>new area of marketing: technical innovations and well planned commercials combined with sports stars as role models </li></ul></ul><ul><ul><li>“ Secret Tournament” campaign in support of the World Cup </li></ul></ul><ul><ul><li>Nike ID, Nike Woman </li></ul></ul><ul><ul><li>internet communities Nike+ in cooperation with apple </li></ul></ul>
    10. 10. PR Nightmares <ul><li>billion of dollars for advertisement, promotion, scholarships and school equipment </li></ul><ul><li>1980 & 1990 public relation nightmares: </li></ul><ul><ul><li>underpaid workers in Indonesia </li></ul></ul><ul><ul><li>child labor in Cambodia and Pakistan </li></ul></ul><ul><ul><li>poor working conditions in China and Vietnam </li></ul></ul><ul><li>child labor, bad working conditions, underpaid workers = worldwide problem </li></ul>
    11. 11. PR Nightmares <ul><li>Minimum wage only covers 70% of the basic needs </li></ul><ul><li>1996, Life magazine </li></ul>
    12. 12. PR Nightmares <ul><li>Cooperation with the International Labor Organization (ILO) </li></ul><ul><li>Nike created several departments: </li></ul><ul><ul><li>“ Labor Practices” </li></ul></ul><ul><ul><li>“ Nike Environmental Action Team” </li></ul></ul><ul><li>Nike Environmental Action Team visits supplier factories on a daily basis </li></ul>
    13. 13. Nike ID
    14. 14. Nike ID <ul><li>First feature where customer becomes designer </li></ul><ul><li>Launched in 2000 </li></ul><ul><li>Customer has choice between: </li></ul><ul><ul><li>colour </li></ul></ul><ul><ul><li>materials </li></ul></ul><ul><ul><li>wide range of shoes </li></ul></ul><ul><ul><li>bags </li></ul></ul><ul><ul><li>equipment </li></ul></ul>
    15. 15. Nike ID
    16. 16. Nike ID <ul><li>3 Steps to create individual product </li></ul><ul><ul><ul><li>choose NIKE ID customized item </li></ul></ul></ul><ul><ul><ul><li>design with colours and materials </li></ul></ul></ul><ul><ul><ul><li>(optional) submit personal messages </li></ul></ul></ul><ul><li>good way to find out colour preferences in different areas </li></ul>
    17. 17. Nike Woman Campaign
    18. 18. Nike Woman Campaign <ul><li>slogan: “here I am” </li></ul><ul><li>aim: attract more women </li></ul><ul><li>widened product line </li></ul><ul><li>website presents 5 famous athletes </li></ul>
    19. 19. Nike Woman Campaign <ul><li>campaign includes: </li></ul><ul><ul><li>TV Ads </li></ul></ul><ul><ul><li>Billboard </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><li>Strategy of so called “real- women” </li></ul>
    20. 20. Nike Plus
    21. 21. Nike Plus <ul><li>special feature for runners and athletes </li></ul><ul><li>supported by apple </li></ul><ul><li>customer can choose: </li></ul><ul><ul><li>Ipod Nano </li></ul></ul><ul><li>Nike + sports band </li></ul>
    22. 22. Nike Plus <ul><li>Nike + sports band: </li></ul><ul><ul><li>sensor-> can be placed in running shoe-> sends information to sports band </li></ul></ul><ul><li>after run: pop out Nike+ and connect it to computer </li></ul>
    23. 23. Nike Plus <ul><li>Nike + Ipod: </li></ul><ul><ul><li>customer required to have Ipod Nano, Nike+ ipod sports kit </li></ul></ul><ul><ul><li>sensor sends information to Ipod </li></ul></ul><ul><ul><li>with Ipod: set goals, choose basic workout, choose power song </li></ul></ul><ul><ul><li>after run: connect ipod to computer, transfer data to Nike plus website </li></ul></ul>
    24. 24. Nike Plus
    25. 25. Nike Plus
    26. 26. Nike Plus
    27. 27. Nike Plus
    28. 28. Nike Plus
    29. 29. Nike Plus
    30. 30. Nike Plus
    31. 31. <ul><li>The opportunity for customers </li></ul><ul><li>to enjoy something together . </li></ul>
    32. 33. <ul><li>People talk about… </li></ul><ul><li>Friends </li></ul><ul><li>Holidays </li></ul><ul><li>Music </li></ul><ul><li>Events </li></ul><ul><li>Sports </li></ul><ul><li>… </li></ul><ul><li>Products </li></ul><ul><li>Brands </li></ul><ul><li>Services </li></ul>
    33. 34. <ul><li>Mostly known as Word-of-Mouth </li></ul>
    34. 35. <ul><li>Viral Marketing </li></ul><ul><li>it is exploited </li></ul><ul><li>Word-of-Mouth! </li></ul><ul><li>And online! </li></ul>
    35. 36. Viral Marketing
    36. 37. Viral Marketing <ul><li>New dimension of Word-of-Mouth </li></ul><ul><ul><li>Everybody can produce online content </li></ul></ul><ul><ul><li>Everybody can use online content </li></ul></ul><ul><ul><li>Everybody can share online content </li></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul><ul><ul><ul><li>Bookmarking </li></ul></ul></ul><ul><ul><ul><li>Blogging </li></ul></ul></ul><ul><ul><ul><li>Chatting </li></ul></ul></ul><ul><ul><ul><li>Bulletin boards </li></ul></ul></ul><ul><ul><ul><li>Social Networks </li></ul></ul></ul><ul><ul><ul><li>A lot of communication! </li></ul></ul></ul>
    37. 38. Viral Marketing <ul><li>Be a part of all that online buzz! </li></ul>
    38. 39. Viral Marketing <ul><li>Nike‘s Viral Video with Kobe Bryant </li></ul><ul><ul><li>Subtly advertising the new Kobe Bryant shoes </li></ul></ul><ul><ul><li>More than 10 Million views on Youtube (estimated) </li></ul></ul><ul><ul><li>Almost 9500 comments on the original video </li></ul></ul><ul><ul><li>Around 19.000 results on Google </li></ul></ul><ul><ul><li>Reason of success: very contrary </li></ul></ul><ul><ul><li>Did he really? </li></ul></ul>
    39. 40. <ul><li>Thank you for your attention </li></ul>

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