BY:

XMBA BATCH 30
KAVITA BAEET
VRUSHALI MALANKAR
PRIYA MADHAVAN
MANDAR KARANDIKAR
World’s most revered sports &fitness company
Global leader with a 47% market share
Based at Beaverton, Oregon , USA

Phil Knight & William Bowerman - Founder

The original name was Blue Ribbon sport.

Entered the Indian market in 1998

Headquartered in Bangalore

Source: Business Week

The branded athletic footwear and apparel industry comes
under Nike product range
FOOTWEAR - Within footwear Nike operates in various
categories
 Running Shoes (for men and women) – Differentiation
 Football shoes (Mercurial Vapor 3) – Focus with
Differentiation
 Basketball shoes (Air Jordan) - Focus with Differentiation
 Cricket (Air Zoom Yorker and Opener) - Focus
with Differentiation
 Floaters and Slippers – Differentiation
APPARAL
 T-shirts, tracksuits, caps, socks, bags,
Timepieces, Eyewear, Skates, bats
 Cricket and Football Jerseys – Focus with
Differentiation

SPORTS EQUIPMENTS
 Gym Equipments
•Nike Air Max

•Nike Air Force one

•Nike Dunk SB

•Nike Shox

•Nike Free

•Nike Corte

•Nike Zoom Air

•Nike Blazer
 NIKE = Winged Goddess of Victory
 “Greeks say when we go to battle
and win, we say it is NIKE!”
 Brand Personality – Competence
 Reliable
 Intelligent
 Successful
 Brand Equity
 Brand represents the consumer’s
perception & feeling about the
product & it’s performance.
 The real value of branding is the
ability to capture consumer
preference & loyalty.
 The pricing is based on the basis of premium segment as
target customers.
 Nike’s pricing strategy use of vertical integration in pricing
where they own participants at differing channel levels or
take in more than one channelWholesaler
level operations.
Nike's $17.50
NIKE payment to
$9.00 * factory (CGS)
Manufacturer Sales, $4.59
general &
$17.50 Manufacturer administrativ
e costs
Labor $2.25*
Wholesaler Materials $4.95*
Advertising, $2.93
promotions &
$32.50 Factory $1.80* endorsement Retailer
Overhead s Retailer $32.50
Retailer Other $8.50 R&D $2.00
CGS (from
$65.00 Operating Taxes $1.82 Nike's SP)
expenses Interest $.33 expenses $32.50
and net Expense plus profit
Consumer Net Income $3.33
income Average $65.00
TOTAL $17.50 TOTAL SP $32.50 Retail SP
NIKE, Inc. Reports Fiscal Third Quarter 2009 Results 18 March,
2009
 Revenue down 2 percent to $4.4 billion, up 2 percent excluding
changes in currency
 Worldwide future orders down 10 percent, down 2 percent excluding
changes in currency
 Current Market share price is $56.70
 Nike shoes are carried by multi brand stores and the exclusively Nike
stores across the globe.
 Nike sells its product to 20000 retails accounts in the US and almost
200 odd countries around the world.
 In the international market Nike sells products through independent
distributors, licensees and subsidiaries.
Nike has been one of the top retail leading industries for
quite some time. This is because they sell quality
products, customer loyalty, but most of all it’s great
marketing techniques & branding.

 Nike has a number of famous athletes to create a great

deal of attention to their products.

 In order to capture the market share Nike has signed a

$43 million Kit sponsorship deal with BCCI

 Nike has sponsorship deals with Man U , Arsenal and F C

Barcelona.

 Nike also personalizes websites (nikebasketball.com,

nikefootball.com)
 Contracts with celebrities
Contracts with celebrities
Maria Sharapova Tiger Woods
Lebron James

Michael Jordan Ronaldino

 Footwear Market share of the brands in 2000.