NIKE

History of NIKE Inc.

Its name is derived from a winged Greek goddess. “Swoosh” logo designed by Caroline Davidson. Is now one of the world’s top shoemaker that

captures more than 20% of US athletic market. Original name of Nike given by Phil was “Blue Ribbon

Sports”. With an agreement and handshake in 1964, they

began importing Japanese brand Onitsuka Tiger running shoes.

By late 70’s, Nike had moved from $10million to $270million in sales.

In 1996, revenue increased to $6.74billion. Sales reached $12billion in 2000.

Nike Sells

Footwear: Running Basketball Soccer Sport-inspired urban

shoes Children’s Shoes

Performance Equipments:• Bags• Socks• Sport Balls• Eyewear• Timepieces• Electronic Devices• Bats• Gloves• Protective Equipments

Nike Also Sells:

Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team

Provides Licenses to Produce and Sell: Swimwear Cycling Apparel Children’s Clothing School Supplies

• Electronic Devices• Eyewear• Golf Accessories• Belts

The company sells its products to retail accounts, through its owned retail stores, and through a mix of independent distributors and licensees, as well as through Internet Web site ‘nikestore.com’.

NIKE inc. has major four subsidiaries which are: Converse Cole Haan Holdings Nike Bauer Hockey Hurley International

Sales Technique

Marketing strategies

Brand image

Web site of the Nike

Customer preferences

Update itself timely

Product diffrentiation

4Ps of Marketing

Product

Price

Place

Promotion

Advertisement strategies

Customer’s feedback

very light to walk

I feel comfortable

Hug my feet

Nike “ JUST DO IT”

Competitive Advantage – something which gives the organisation some advantage over its rivals

Brand Positioning and Brand Architecture

Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).

Competitive Strategy

Athletic Shoe Market Share 2005

Nike39.2%

Adidas15.1%

Reebok10.9%

New Balance9.4%

K-Swiss3.6%

Timberland2.9% Asics

2.1%

Saucony1.4%

Athletic Shoe Market Share, 20002005

Strategic Planning:

Business Definition

Target Consumer

What do we want them to THINK

What do we want them to FEEL

How do we want them to ACT

Brand DESTINATION

Nike

Competitive strategies

adopted by NIKE

Holistic Marketing

Innovative and Niche products

Increased Value Chain

Breakthrough Marketing

Selective Distribution

Participating in events and shows

Endorsing sports personalities

Labor Practices

• Poor Labor Practices in Asian Countries

• Child Labor in Cambodia and Pakistan

• Vigorous overtime

• Paid below low wages

• Verbal abuse and sexual harassment

• Poor Health and Safety conditions

• Poor medical facility

• Restrictions on drinking water

Company should follow Corporate Social Responsibily

Nike should hier 3rd party for audits Nike should work with General Federation Of Labor

and Labor Union Nike should work with other shoe manufacturers,

provides fair wages to the workers

Recommendations

Thank You !!!

Presented By:

Siddharth Singh

Shivani Sharma

Suchi Vashistha

Manikrishna Kumar