SANTHOSH WILSON AJIT JOSE MATHEW

12781528 12774704
 NIKE’S STORY
• Begin in 1964 as Blue Ribbon Sports
• Renamed Nike in 1978,after the Greek goddess of victory
• Key people of Nike : Bill Bowerman & Phil Knight
• Headquarters in Beaverton, Oregon , USA
• World’s most competitive sports and fitness company
• Nike employees over 26,000 people
• Current CEO : Mark Parker
NAME
• Greek God of winning

• Symbol of a wing

• Promote Victory and Winning

 NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”

• LOGO: NIKE SWOOSH

• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic

and aggressive

• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy

NIKE’S BRAND IDENTITY
NIKE’S BRAND IDENTITY
NIKE’S BRAND IDENTITY
 NIKE’S BRAND IDENTITY
• SLOGAN: “Just Do It”

• LOGO: NIKE SWOOSH

• BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic

and aggressive

• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy

EVOLUTION OF SWOOSH LOGO

•Created by graphic design student at Portland State

University in 1971
•Received $35 for the design and unknown amount of stock
in Nike
•Now one of most famous logos and trademarks in the world
COMPETITOR ANALYSIS
 COMPETITOR ANALYSIS
2013
 Nike has a dominate global
market share of 41%

 Adidas is 8.2%

 Reebok is 3.2%
 COMPETITOR ANALYSIS
SPORT NIKE ADIDAS REEBOK NEW BALANCE
Walking X X X X
Basket Ball X X X X
Childrens X X X X
Tennis X X X X
Lifestyle X X
Skating X X
Cross X X X X
Training
Soccer X X X X
Running X X X
 COMPETITOR ANALYSIS-BRANDING
STRATEGY
COMPANY STRATEGY
NIKE • ATHLETIC, INFLUENTIAL,
OUTGOING,AGGRESSIVE, AMERICAN WAY OF
LIVING
• ENDORSES THE BEST ATHLETES
• STYLE OVER QUALITY

ADIDAS,REEBOK • SOPHISTICATED PRODUCT QUALITY

• COLLABORATING WITH URBAN CULTURE
• SPONSORING SPORTS EVENTS
PUMA • ELEGANT,COLOURFUL, SPONTANEOUS,
• FASHION SHOWS
• TARGETS TRACK AND FIELD MARKET
OTHER COMPANIES • TRYING TO CAPTURE MARKET SHARE- VERY
DIFFICULT WITHOUT SPENDING A LOT OF MONEY

http://www.youtube.com/watch?v=aPkyPdubqDs
SOME FAMOUS PEOPLE WHO WERE
SUPPORTED BY NIKE
 BRAND MANTRA

Emotional Descriptive Function

Authentic Athletic Performance

Authentic : Nike’s features the best products in all the segments of sports and
athletics that makes it the first preference for amateurs and professionals.

Athletic: Nike creates an athletic like feel through the use of its high end
products. Often times it is the sole reason for purchasing a Nike product to be
get that feel of higher performance.
Performance : Nike’s products help in training harder, running faster, aiming
higher, being stronger that in turn helps in building up the performance and
endurance of the performer.
 SWOT ANALYSIS
Strength:
 Extensive visibility through brand athletes.
 Strong research and development team.
 No.1 sports brand in the world.
 Manufactures 30% lighter shoes than the competitors.
 Offers their product world wide.
 WEAKNESS

 Profits are largely depend on footwear products.

 Products are highly priced.
 In Cambodia and Pakistan their have been
allegations for child labour and poor working
conditions.
 Nike has a lack of its own stores.
NIKE’S OVERALL REPUTATION

Nike's Overall Reputation

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Well Below Average Above Well No
Below Average Average Above Opinion
Average Average
 OPPORTUNITIES

• Produce sportswear products by recycling manufacturing

waste.
• Expansion into sports sunglasses and jewellery items.
• Improve brand image by supporting events such as World cup
and Olympics.
 THREATS
 Smart competitors like Adidas,Reebok,Puma etc.
 Competitors are trying to copy Nike's business model.
 Different currencies used in the International trade.
 Competitors are becoming more aggressive and creating high
quality products.
 Recession
 Consumers are searching for the lowest price products.
 Nike is a premium brand – so consumers will start shifting
towards lower priced brands.
 RECOMMENDATION
 Engage more in community centred activities such as charity
programmes, fitness programmes for children to boost up
corporate social responsibility.
 Invest more in R & D.
 Targeting Asian pop culture such as pop singers, bollywood etc
 Strengthen distribution in regions where Nike is currently losing
sales(ie , footwear's in US region)
 Open Nike’s own retail stores world wide.
 Going deeply into e-commerce can increase sales due to high
internet users.
SLOGAN