Marketing WS 2013/14Prof. Sabine HallerPinzari Ana

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Content About NikeMarketing Mix

- 4P’s - Vision & Mission

SWOT AnalysesStatistics Inf.First Video Advertising To conclude

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About NikeAmerican multinational corporation that

is engaged in the design, development and worldwide marketing and selling of footwear, apparel, equipment, accessories and services.

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January 25, 1964 Blue Ribbon Sports  Bill Bowerman and Phil Knight

May 30, 1971 renamed Nike, IncName meaning : the Greek goddess of

victory.

Owned Subsidiary

Vision Statement

“To bring inspiration and innovation to every athlete* in the world”* “If you have a body, you are an athlete”

Bill Bowerman, co-founder

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Marketing MixProduct

•Professional Equipment • Accessories • Casual line of dress and footwear for men, women and children.

• The production facilities are located close to the raw material to have low labor prices. • R&D : detail orientated on needs, age , gender

Price • Competitive pricing policy • Flexibility : type, season and the size and purpose.

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Placement• Global Network

Promotion•1988 “Just Do it ”• Celebrity Branding•Online Stores•Youth targeted media• Sponsorships• The brand swoosh logo and image makes the company recognizable all over the globe.

•Nike Digital Sport

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Strengths and Weaknesses

STRENGTHS: Strong brand recognition Internet sales Growing international presence Superior research and

development department Strong financial returns Strong sense of culture in the

working environment Great celebrity spokespersons Automatic replenishment system Successful experience being

competitive Nike doesn’t own any factories Successful and innovative

marketing campaigns

WEAKNESSES: Lack of stores catering to

the active females Poor employment

practices at their international manufacturing sites giving a bad reputation

CSR Heavy dependency on

footwear sales

Opportunities and ThreatsOPPORTUNITIES:• Customer use of company’s products change from athletic purpose to a fashion item• Development of international trade (GAAT and NAFTA)• Generation Y children (born between 1979 and 1994) will reach 60 million•General demand for clothing/footwear for leisure activities continues to increase• Growing e-commerce’s positive effect since one of company’s competitive advantages is Internet sales•Women demand for athletic footwear and clothing is increasing significantly

THREATS:• Competitors which copy company's business model (high value branded product manufactured at a low cost)•Reebok's strong presence with 204 factory direct stores•Adidas-Salomon AG, top European competitor• The impact of foreign currency fluctuation and interest rates, and political instability• Labor and political unrest in the suppliers countries• Cost orientated customers vs company’s higher-end market.

IN THE DOMESTIC MARKET (i.e. U.S.) NIKE IS THE INDUSTRY LEADER WITH 47% MARKET SHARE, FOLLOWED BY REEBOK, A DISTANT 2ND WITH 16% AND ADIDAS WITH 6%.

NIKE IS THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL WORLDWIDE BY SALES.

COMPETITORS

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Statistics

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Advertising

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First Nike basketball Commercial 1975http://www.youtube.com/watch?v=RsTpIE7E_D0

Nike - My body is my weaponhttp://www.youtube.com/watch?v=A_ooJE9Veo0

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Thank You for your Attention =)

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Questions

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References Nike – Marketing Strategies , Vivek Wamorkar, NIT Imperia Bangalore Center

jul10.2011 Digital Marketing of Nike: From Communication to Dialogue, IBS Center of

Management Research, 2012 Nike Environmental Apparel Design Tool http://www.dexigner.com/news/22035 nike general info http://uk.finance.yahoo.com/q/pr?s=NKE nike and social media http://www.socialbakers.com/blog/790-nike-wins-brand-battle-on-social-media nike history

http://www.fundinguniverse.com/company-histories/nike-inc-history/ brand info + products

http://nikeinc.com/http://nikeinc.com/press-release/page/17

advertising and society http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/

Why Nike's Buzz Marketing Strategy Is Riskier Than Red Bull' http://www.forbes.com/sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-

marketing-strategy-is-riskier-than-red-bulls/ Nike emotional branding

http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-the-story-of-heroism/http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/

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