NIKE

•Est. in 1960 in Oregon.

•Phil Knight and Bowerman - Founder
•NIKE = winged goddess of victory.
•“Greeks say when we go to battle and win, we say it is NIKE!”
 BRAND PERSONALITY

 Brand personality personification.

Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

•Down – to earth •Daring •Reliable •Upper class •Outdoorsy

•Honest •Spirited •Intelligent •Charming •Tough
•Wholesome •Imaginative •Successful
•Cheerful •Up-to-date.

Tata salt Perk Nike Mercedes Levis

 BRAND/ IMAGE

Ability to charge premium price by establishing an “image”

•Access to new/different markets

•Premium product placement in retail leading to higher sales

•Image and celebrity endorsements create hopes/dreams/emotional

attachment to product
.

MARKETING MIX- NIKE

• PRODUCT
Nike offers wide range of shoes, apparel and sports equipments.
Cole Haan- casual footwear & dresses for men, women and children.
Market head gear under brand sports specialty- Nike team sports inc.
Manufactures and distribute ice skates, skate blades, in-roller skates,
Protective gears, hockey sticks and apparels.

•PRICE
Competitive to other fashion shoe retailers.
Pricing based on premium segment as target customer.
Nike’s pricing strategy includes vertical integration.
 MARKETING MIX- NIKE

•PLACE
Carried by multi brand stores & exclusive Nike stores.
Nike sells its product in almost 200 countries.
In international market, sell through distributors.
Independent retailers free from 4 p’s pressure, managed
by distributor.

•PROMOTION
Nike has number of athletes as brand ambassadors .
Nike’s brand image, name, the SWOOSH make it market leader.
Nike once also used beatle’s song “revolution” in one of its ad.
Nike’s Manufacturing and Sales
 Market Share

•Nike owns over 80% of the U.S.'s $2.6 Billion basketball market and
its share is also growing year over year
•Adidas’ share of the market is only about 14%
•Adidas has a growing market share, but it remains to be seen
whether it will grow at the cost of Nike, or other lesser brands.
 Competitors
• Adidas is about to launch a new innovative
campaign praising the Team Spirit in sports
• "It takes 5IVE" - celebrating the concept of
team over individual or "we over me"
• Nike has always been big on marketing the
individual as the passport to selling basketball
shoes.
 NIKEiD
 NIKEiD is a sub brand which allows customers to design and
personalize their Nike footwear, and is available online at
NIKEiD.com.

 The NIKEID brand also has boutique stores in New York City,
London, Paris, Osaka, and Berlin. It has been reported that the
NIKEID business has more than tripled since 2004. Presently, there
are over 3,000,000 unique visitors at NIKEiD.com per month.
 Endorsements
• Nike has been known for their
endorsements of high profile athletes.
• Examples included:
– Michael Jordan
– LeBron James
– Kobe Bryant
– Tiger Woods
• NIKE is the first brand to endorse with
great athletes
• This makes NIKE different & premium
brand.
 Technology in Products
• Nike has historically had some of the most
cutting-edge products on the market.
• For example, Nike teamed up with Apple and
launched the “Nike + iPod” line of products.
• This technology allows consumers to connect
their iPod devices to sensors inside the shoes
to record time, distance, pace, and calories
burned.
 OTHER POINTS WHICH MAKES NIKE A LEADER

•NIKE has no factories. It does not tie up cash in building and

manufacturing workers.
• NIKE is strong at research and development.
• capacity for innovation.
• distribution expertise.
• large portfolio of products.
• sponsoring cricket kit on INDIA by bidding highest $ 43 million
beating ADIDAS and PUMA.
Nike has shown that they are a true force to
be reckoned with.