Nike pw presentation
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Transcript of Nike pw presentation
Nike
Paul Vella
Assignment 2
Nike Company Profile
• American multinational manufacturing Co.• Core products include footwear & apparel• Unwavering commitment to advertising• Key Marketing Initiative
– Use of high profile athletic endorsements
• Nike’s brand portfolio– Nike, Cole Haan, Converse, Hurley, Nike Golf and
Umbro.
– 75% of the growth is expected from the Nike brand.
Marketing Campaign
• Advertisements– Focus on individuals, not products
– Ads focus on grit, determination, human spirit, courage & greatness
• Co-founders’ vision– Bill Bowerman’s observation many years ago “endless possibility
of human potential in sports”– Phil Knight “when we help athletes reach their potential, that
process helps Nike & consumers reach their”– Set the tone for Nike and its core marketing initiative
High Profile Athletes
• Signed Michael Jordan in 1985– First elite athlete signed– Jordan endorsed a version of Nike’s Air Shoe,
otherwise know as “Air Jordans”. – From 1985 Nike continued to sign top athletes
• Other Key Signings– Bo Jackson, Tiger Woods, Kobe Bryant,
Lebron James
LeBron “The Rise”
• Nike continues to maintain Bowerman’s legacy
• Nike most recent campaign featuring Basketball superstar LeBron James called “The Rise”.
• According to David Grasso, Vice President of Global Brand Marketing, the campaign celebrates LeBron’s courage to forge his own journey even when other may have disagreed with his decision.
• It’s this Just Do It spirit that defines LeBron and Nike as we strive to inspire all young athletes.
Core Marketing Initiative
• Despite, the rising athlete endorsement cost and turbulent economic conditions, Nike remains committed to use of high profile athletes
• Phil Knight said that “athletes at their best, represent some of our most noble characteristics- passion, commitment, competitive fire, being part of team, the ability to overcome adversity”
Financial Success
• Marketing Initiative Translated to Unprecedented Revenue Growth– Revenues expanded to over $19B in fye2010
as compared to $0.946MM in fye1985 (signing of Jordan)
– Net income increased from $0.01MM in fye1985 to $1.9B in fye2010
Brand Equity Model
• Nike strong brand equity position• Brand Asset Valuator (5 Pillars)
– Differentiation, Nike product line is well established (swoosh design trademarked in > 150 countries & easily distinguishes product from competitors, even without NIKE name)
– Energy, Nike sales have expanded exponentially (<$1MM in 1985 to $19B in 2010)
Brand Equity Model (cont)
– Relevance, significant global coverage (over 170 countries worldwide)
– Esteem, Nike’s significant yoy earning growth is a reflection of how well the brand is regarded & respected.
– Knowledge, Nike is the largest seller of athletic footwear & athletic apparel in the world, which demonstrates worldwide appeal & intimacy
Brand Asset Valuator
• Nike Brand Asset Valuator (BAV) Results– Nike demonstrates Energized Brand Strength – Nike demonstrates Brand Stature– BAV reflects Nike as a Market Leader
Conclusion
• Based on BAV Nike is a market leader
• Nike continued use of high profile athletes to endorse its product has directly contributed to their financial success