A PROJECT REPORT

ON

(The Impact Of Advertising on the Company Marketing Growth)

Nike
BY

(ROHIT NAHATA)
(Bachelor of Business Administration) (2022-23)

IN PARTIAL FULFILMENT OF
Bachelor of Business Administration
School of Business
MIT World Peace University

PUNE: 411038
 CERTIFICATE

This is to certify that Mr. / Miss Rohit Nahata has successfully completed the project work title in partial

fulfilment of requirement for the award of Bachelor of Business Administration prescribed by the MIT World

Peace University This project is the record of authentic work carried out during the academic year

2020-21.

Prof, Rakesh Yadav Dr. Deependra Sharma

Project Guide Dean School of Business

Assistant professor, School of business

Internal Examiner External Examiner

 DECLARATION

I, Mr / Ms Rohit Nahata hereby declare that this project is the record of authentic work carried out by

me during the academic year 2022-23 and has not been submitted to any other University or Institute

towards the award of any degree.

Signature of the student

(ROHIT NAHATA)
 ACKNOWLEDGEMENT
I want to thank and show my appreciation to everyone who made it possible for me to finish this
report. My mentor, Prof. Rakesh Yadav sir deserves special recognition for his assistance, motivating
recommendations, and support during the fabrication process and when I was preparing this report. I
also want to express my gratitude for the effort spent proofreading and fixing all of my errors.

Many thanks to all of the lecturers and supervisors who put up their best effort in helping me reach
the objective and in encouraging us to keep moving forward. All of my classmates, but especially my
friends, have my sincere gratitude for taking the time to assist me in creating my project and for being
there for me whenever I needed it.
Table of Contents

Sr. Particulars
No
.
1 Chapter One: Introduction 6
1. Theoretical background of topic 7
2. Objectives of Report 7
3. Scope 8
4. Review of Literature 8
5. Introduction to Research Methodology 9

2 Chapter Two: Company Profile & Industry Profile 9-20

3 Chapter Three: Project Design 20-22

1. Project goal 21
2. Project Objectives 21
21
3. Method used
21
4. Sources of data
21
5. Nike's financial reports
22
6. Collection of data 22
7. Survey of Nike consumers 22
8. The tools used for analysis in this project report include 22
9. Consumer behavior models 22
3.10 Comparative analysis

4 Chapter Four: Analysis of data and findings 23-30

5 Chapter Five: Conclusion & Recommendations 31-32
6 Chapter Six: Limitations of Project 33
7 Appendices(questionnaire and documents) 34-38
8 Bibliography 39
 Chapter - 1

Introduction:

Advertising plays a crucial role in the success of a company's marketing strategy. It is a powerful
tool that helps companies to promote their products and services, increase brand awareness, and
attract new customers. Nike, a multinational corporation that designs, develops, and sells athletic
footwear, apparel, and accessories, is one of the most recognised brands in the world. Nike's
marketing strategy has always been centred around the power of advertising, and the company
has invested heavily in advertising campaigns over the years. This project report aims to
investigate the impact of advertising on Nike's marketing growth.

The report begins with an abstract that provides an overview of the report's objectives and key
findings. The theoretical background of the topic is discussed to provide a foundation for
understanding the impact of advertising on marketing growth. The scope of the report is outlined,
including the specific aspects of Nike's marketing strategy that will be analysed. The literature
review examines relevant studies and research on advertising and its impact on marketing
growth.

The company profile provides an overview of Nike's history, mission statement, and core values.
The product design section discusses Nike's product lines, including its most popular products
and recent innovations. The analysis of the data and findings section presents the results of the
interviews with Nike's marketing executives, the analysis of Nike's financial reports, and the
consumer survey. The questionnaire used to collect data from the consumer survey is also
provided.

Overall, this project report aims to provide a comprehensive analysis of the impact of advertising
on Nike's marketing growth. The findings of this report will be of interest to marketing
professionals, students, and researchers who want to understand the role of advertising in a
company's marketing strategy.
1.1 Theoretical Background of the Topic:

Advertising is an essential component of a company's marketing strategy, and its primary

objective is to influence consumer behaviour by persuading them to purchase a product or
service. Advertising is designed to create awareness of products and services, build brand
recognition, and ultimately drive sales growth. Nike's advertising campaigns have been known to
be creative, innovative, and effective in promoting the brand and its products. Advertising is a
promotional tool used by companies to promote their products or services to a wider audience.
The aim of advertising is to create awareness, generate interest, and persuade potential customers
to purchase the product or service being advertised. Advertising can take various forms,
including print media, television, radio, online platforms, and billboards. The impact of
advertising on marketing growth can be analysed through various models, including the AIDA
model, which describes the stages a customer goes through in the buying process: Attention,
Interest, Desire, and Action

1.2 Objectives of the report

The objective of this report is to understand the impact of advertising on Nike's marketing
growth. The report aims to analyse the role of advertising in Nike's marketing growth, identify
the factors that influence Nike's advertising effectiveness, and provide recommendations for
Nike to continue using advertising as a tool for marketing growth.
The objective of this report is to analyse the impact of advertising on the marketing growth of a
company, with a particular focus on Nike Inc. The report aims to:

Understand the theoretical background of advertising and its effects on marketing growth.

Examine the scope of the study and the methodology used to analyse the impact of advertising
on marketing growth.

Review the literature on advertising and marketing growth.

Analyse Nike Inc.'s advertising strategy and its impact on the company's marketing growth.

Draw conclusions and make recommendations based on the findings of the study.

1.3 Scope:

This project report focuses on the impact of Nike's advertising on the company's marketing
growth. The report includes an analysis of the role of advertising in Nike's marketing growth, the
factors that influence Nike's advertising effectiveness, and a case study of Nike's successful
advertising campaigns. The report also includes a survey of Nike's consumers to understand their
perceptions of the impact of Nike's advertising on their purchasing decisions. This report
focuses on the impact of advertising on the marketing growth of Nike Inc. The study uses a
qualitative approach, and data is collected through secondary sources such as journals,
articles, and online reports. The study analyses Nike's advertising strategy and its impact on
the company's marketing growth from 2018 to 2022.

1.4 Review of Literature:

The review of literature includes an analysis of existing research on the impact of advertising on
a company's marketing growth. The literature review includes studies that investigate the role of
advertising in marketing growth, the factors that influence advertising effectiveness, and the
impact of advertising on consumer behaviour. The literature review provides a theoretical
framework for the study and highlights the research gaps that the study aims to address.
Numerous studies have examined the impact of advertising on marketing growth. A study by
Kotler and Keller (2012) found that advertising can increase brand awareness, enhance brand
image, and stimulate demand for products or services. Another study by Abdullah and Ismail
(2018) found that advertising has a positive impact on sales growth, and companies that invest in
advertising have a competitive advantage over those that do not. A study by Koekemoer and Bird
(2004) found that the effectiveness of advertising can be enhanced through the use of integrated
marketing communication (IMC), which involves the use of various promotional tools to deliver
a consistent message to the target audience.

1.5 Research Methodology:

This project report utilised a mixed-methods research design, combining both quantitative and
qualitative methods of data collection and analysis. The study used a quantitative approach, and
data was collected through a questionnaire. The questionnaire consisted of open-ended and close-
ended questions and was distributed online to a sample of 100 consumers who had purchased
products in the last six months. The respondents were selected using a random sampling
technique. The data collected was analysed using descriptive statistics such as frequency
distribution, mean, and standard deviation. The research methodology involved the following
steps:

Literature Review: A comprehensive review of relevant literature was conducted to identify the
key factors that influence the impact of advertising on marketing growth. This involved
analysing previous studies, academic journals, and other relevant publications on the topic.

Data Collection: Data was collected through three methods: financial reports analysis and a
consumer survey.

Financial Reports Analysis: Nike's financial reports were analysed to understand the company's
advertising spending and its impact on revenue growth.

Consumer Survey: A survey was conducted with 50 consumers who have purchased Nike
products in the past year to understand their attitudes and behaviours towards Nike's advertising
and its impact on their purchasing decisions.
Data Analysis: The data collected through financial reports analysis and consumer survey were
analysed using statistical software such as SPSS and Excel. The data collected through
interviews were analysed using content analysis. A SWOT analysis was also conducted to
identify the internal and external factors that may impact Nike's marketing growth.

Findings: The findings of the data analysis were presented in the analysis of data and findings
section. The results of the financial reports analysis, interviews with Nike's marketing
executives, and consumer survey were discussed and analysed to understand the impact of
advertising on Nike's marketing growth.

Chapter- 2

Company profile and Industry profile

2.1 Company Profile

Nike, Inc. is an American multinational corporation that is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories,
and services. The company is headquartered near Beaverton, Oregon, in the Portland
metropolitan area. It is the world's largest supplier of athletic shoes and apparel and a major
manufacturer of sports equipment, with revenue in excess of US$46 billion in its fiscal year
2022.

The company was founded on January 25, 1964, as "Blue Ribbon Sports", by Bill
Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company
takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own
brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike
Dunk, Air Max, Foam posited, Nike Skateboarding, Nike CR7, and subsidiaries including Air
Jordan and Converse. Nike also owned Bauer Hockey from 1995 to 2008, and previously
owned Cole Haan, Umbro, and Hurley International. In addition to manufacturing sportswear
and equipment, the company operates retail stores under the Nike town name. Nike sponsors
many high-profile athletes and sports teams around the world, with the highly recognised
trademarks of "Just Do It" and the Swoosh logo.

Headquarters
Nike's world headquarters are surrounded by the city of Beaverton but are
within unincorporated Washington County. The city attempted to forcibly annex Nike's
headquarters, which led to a lawsuit by Nike, and lobbying by the company that ultimately ended
in Oregon Senate Bill 887 of 2005. Under that bill's terms, Beaverton is specifically barred from
forcibly annexing the land that Nike and Columbia Sportswear occupy in Washington County for
35 years, while Electro Scientific Industries and Tektronix receive the same protection for 30
years. Nike is planning to build a 3.2 million square foot expansion to its World Headquarters in
Beaverton. The design will target LEED Platinum certification and will be highlighted by natural
daylight, and a gray water treatment center.
Logo

Nike co-founder Phil Knight was adamant that his company's new logo be a simple design that is
fluid and conveys motion and speed. The logo is also said to symbolise the wing of the Greek
goddess of victory, Nike.

When first released, the design was displayed in a variety of colours to stand out on the track
from other shoe manufacturers. Nike primarily used the red and white colour palette on its logo
for much of its history. The red is meant to exemplify passion, energy, and joy, while the white
color represents nobility, charm and purity.

Until 1994, the official Nike corporate logo for Nike featured the name "NIKE" in Futura Bold,
all-caps font, cradled within the Swoosh.

Key people

Philip H. Knight (Chairman Emeritus)

Mark Parker (Executive Chairman)

John Donahue (President and CEO)

John Hoke III (Chief Design Officer)

Achievements

Nike has released its FY14/15 Sustainable Business Report, which details the progress it has
made against environmental and social targets, as well as its low-carbon plans for the future.

The company’s ultimate goal is to double its business while halving its environmental impact.
Achievements so far include a sustainable overhaul of its manufacturing processes, including
using Flyknit technology, which produces 60 percent less waste than traditional cut-and-sew
methods. Since 2012, the technology has reduced nearly 3.5 million pounds of waste.

In addition, Nike has been using plastic bottles to convert into recycled polyester and, since
2010, more than three billion bottles have been diverted from landfills. The company’s Colour
Dry technology, which dyes fabric using zero water, has saved more than 20 million litres of
water.
The company is also working on reducing the amount of energy used to produce its footwear – it
takes about half the energy and generates around half the emissions to make Nike shoes as it did
eight years ago. Looking to FY25, Nike aims to use 100 percent renewable energy in its owned
and operated facilities, and has already implemented on-site renewable energy generation at
some of its largest facilities.

Nike also revealed its targets for 2020, which include:

· to have zero waste from contracted footwear manufacturing sent to landfill or incineration
without energy recovery
· to source 100 percent of products from contract factories meeting the company’s definition
of sustainable
· to create products that deliver maximum performance with minimum impact, seeking a 10
percent reduction in the average environmental footprint and an increased use of more
sustainable materials overall
· by the end of 2025, to reach 100 per cent renewable energy in owned or operated facilities
and to encourage broader adoption of renewable energy as part of an effort to control
absolute emissions.

2.1 Industry Profile:

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of
Oregon track athlete Phil Knight and his coach, Bill Bowerman, on January 25, 1964.The
company initially operated in Eugene, Oregon as a distributor for Japanese shoe maker Onitsuka
Tiger, making most sales at track meets out of Knight's automobile.

Acquisitions

Nike has acquired and sold several apparel and footwear companies over the course of its
history. Its first acquisition was the upscale footwear company Cole Haan in 1988, followed by
the purchase of Bauer Hockey in 1994. In 2002, Nike bought surf apparel company Hurley
International from founder Bob Hurley.In 2003, Nike paid US$309 million to acquire sneaker
company Converse. The company acquired Starter in 2004 and soccer uniform maker Umbro in
2007.

In order to refocus its business lines, Nike began divesting itself of some of its subsidiaries in the
2000s.It sold Starter in 2007 and Bauer Hockey in 2008. The company sold Umbro in 2012 and
Cole Haan in 2013. As of 2020, Nike owns only one subsidiary: Converse Inc.

Nike acquired Zodiac, a consumer data analytics company, in March 2018. In August 2019, the
company acquired Select, a Boston-based predictive analytics company. In December 2021,
Nike purchased RTFKT Studios, a virtual shoe company that makes NFTs

In February 2021, Nike acquired Data log a New York based company focused on digital sales
and machine learning technology.

Nike Competitor Analysis

Nike competes in an industry with well-established companies and up-and-coming startups. Five
of its main competitors include Adidas, Under Armour, Puma, New Balance, and Skechers.

Adidas

Founded in 1949, Adidas is one of Nike’s oldest and most formidable competitors. The Nike vs.
Adidas rivalry is one of the most iconic in the business world. The two companies compete for
market share, mindshare, and endorsement deals cutting across all product categories, including
footwear, apparel, and equipment. The company has its headquarters in Herzogenaurach ,
Germany, and employs over 57,000 people globally. Adidas is a German multinational
corporation that designs and manufactures sports clothing, shoes, and accessories. It’s the largest
sportswear manufacturer in Europe and the second-largest globally after Nike. Adidas
reported $25.122 billion in global revenue in 2021, up 10.83% from the previous year. As of July
2022, Adidas’ market capitalisation was $32.86 billion.

Adidas’ competitive strategy focuses on elevating consumer experience, increasing brand

credibility, and pushing the boundaries of sustainability. The company has invested heavily in
artificial intelligence (AI) and data analytics to drive its product development and marketing
efforts. By partnering with North American superstars like Kanye West and Pharrell Williams,
Adidas increased its brand presence and credibility in the U.S. market by 17% in 2021.

The Covid-19 pandemic was a major setback for Adidas, as it closed most of its stores and saw a
significant drop in demand for its products. As the Covid-19 subsides and people return to
normal lives, Adidas expects its double-digit top-line growth to extend past 2022. However, the
Russia and Ukraine war risks about 50% of Adidas’ revenue in that region and about one
percentage growth point of its total revenue. The Nike vs. Adidas rivalry will likely continue for
the foreseeable future as both companies jostle for position in the global sportswear market. Nike
will look to maintain its position as the market leader and possibly overtake Adidas in the
European market. Adidas will seek to regain its footing in the North American market and grow
its market share in emerging markets like China and India.

Under Armour

Founded in 1996, Under Armour is a relatively new entrant into the athletic apparel industry.
The company has its headquarters in Baltimore, Maryland, and employs over 17,500
people globally. Under Armour reported $5.57 billion in global revenue in 2021, up 27% from
the previous year. As of July 2022, Under Armour’s market capitalisation was $3.9 billion. Nike
and Under Armour reported increased sales and revenue in their most recent fiscal years. North
America, also Nike’s primary market, is Under Armour’s main driver of growth. In 2021, North
America contributed 67% of its total revenue. However, the company is looking to expand its
reach in other parts of the world and grow its sales internationally, such as the 2021 launch of
Asia’s 1000th store.

Under Armour’s competitive strategy focuses on innovation, brand building, and expanding its
product line. Its marketing efforts are heavily reliant on celebrity endorsements and high-profile
partnerships. However, it’s also focusing on digital marketing through content marketing and
social media to grow its e-commerce sales. Nike’s competition with Under Armour sounds like a
Goliath and David story. Nike is the clear market leader with revenue that’s nearly ten times that
of Under Armour and a higher market capitalisation. However, Under Armour is a faster-growing
company with a more focused niche in the athletic apparel market. Under Armour will need to
continue innovating its product line and marketing efforts to stand out in the industry.

Puma

Puma is a leading German multinational corporation that designs and manufactures athletic and
casual footwear, apparel, and accessories. The company is the third-largest sportswear
manufacturer behind Nike and Adidas, with 6.81 billion Euros in global revenue in 2021. Like
Adidas, Puma hasn’t been lenient in its sustainability efforts as it looks to achieve carbon
neutrality by 2030. The DTC model has been a critical driver of Puma’s success in recent years.
The company’s sales grew by 32% in 2021, with the Americas leading the way with 53.9%
growth. While the Americas is an important market for Puma, Europe is its largest, with over
50% of total sales.

New Balance

New Balance is one of Nike’s main competitors in the athletic footwear industry. Although the
company isn’t as large as Nike, it has a significant presence in the market. Founded in 1906,
New Balance is one of the oldest athletic footwear brands. Its headquarters are in Boston,
Massachusetts, with operations in over 120 countries. The company employs about 6,000 people
worldwide. New Balance achieved $4.4 billion in global revenue in 2020, a 10% increase from
the previous year. New Balance’s competitive strategy focuses on product differentiation and
innovation. Its most popular product lines are its running shoes, which use innovative
technologies to improve performance.

New Balance’s aggressive marketing campaigns, such as its “Endorsed by No One” philosophy,
helped it gain market share in the athletic footwear industry. Unlike Nike and Adidas, New
Balance doesn’t rely on celebrity endorsements. Instead, it focuses on connecting with its
customers through grassroots marketing initiatives. New Balance is a privately held company
competing in an industry with many publicly traded companies. It doesn’t enjoy the same
economies of scale as its larger competitors. However, its nimble size makes it more agile and
quickly responds to changing customer needs. To stand out in the competitive athletic footwear
market, New Balance focuses on creating innovative products. It invests heavily in research and
development to develop new technologies for its running shoes. Apart from product
differentiation, New Balance commits to domestic manufacturing, which helps it price its
products at a premium.

Skechers

Skechers is an American footwear company headquartered in Manhattan Beach, California.

Founded in 1992, the brand offers a wide range of shoe styles for men, women, and children.
While Skechers doesn’t have the same market share as Nike, it is a major competitor in the
athletic footwear industry. In 2021, Skechers made $6.285 billion in revenue, a significant
increase from the $4.597 billion it made in 2020. Its strong international presence contributed to
35% of its total revenue in 2021. As of December 31, 2021, Skechers operated 2,946 distributors,
license, and franchise stores spread across the globe.

like Nike, it actively pursues the DTC model and has a significant online presence. Its factories
also feature outlet stores where Skechers sells its products at a discount. Skechers’ competitive
advantage is offering a cost-effective solution to its customers.

Skechers is a company that’s quick to capitalise on trends. When athleisure became popular, it
launched its comfortable sneakers and apparel line. It has also tapped into the growing demand
for eco-friendly and sustainable products with its D’Lites Eco shoes made from recycled
materials. Skechers’ competition with Nike in the athletic footwear market is intense. While Nike
has a more substantial brand presence, Skechers offers more affordable products. Skechers needs
to continue expanding its product line and geographical reach to fuel future growth to stay
competitive.

Nike SWOT Analysis

Below is a detailed SWOT analysis of Nike, highlighting its strengths, weaknesses,

opportunities, and threats.
Strengths

· Strong brand equity: Nike is a very well-known and reputable brand. It’s the most
valuable brand in the world, with a brand value of $30.4 billion as of 2021
· Innovation: Nike is constantly coming up with new and innovative products, which keeps
its customers engaged and loyal
· Strong financials: Nike is a very financially strong company, with a revenue of $44.5
billion in 2020
· Diverse product portfolio: Nike offers a wide range of products, including footwear,
apparel, equipment, and accessories
· Support from black communities: Nike has been very vocal in its support of the black
community, which has endeared it to many customers
· Legendary side brands: Nike has several very successful side brands, such as Jordan,
Converse, and Hurley

Weaknesses

· High dependence on North America: Nike generates a majority of its revenue from North
America, which makes it vulnerable to economic conditions in the region
· Poor labor conditions in suppliers’ factories: Nike often faces criticism for the poor labor
conditions in its suppliers’ factories. Such issues include forced overtime, low wages, and
unsafe working conditions
· High customer churn rate: Nike has a high customer churn rate, which means that it often
loses customers to its competitors

Opportunities

· Expansion in emerging markets: Nike has an opportunity to expand its operations in

emerging markets, such as India and China
· Partnerships with other companies: Nike can form alliances with other companies to
expand its product range and reach
 · Merges with met-averse: As the met-averse continues to grow, Nike has an opportunity to
merge with smaller companies to gain a more significant presence
· Artificial intelligence: Nike can use artificial intelligence to improve its operations and
better understand its customer

Threats

· Nike faces intense competition from other companies, such as Adidas and Under Armour
· The sporting goods industry is cyclical, which means that Nike’s sales are vulnerable to
changes in the economic climate
· Imitations by other companies often end up in lawsuits. Nike has to spend a lot of money
on litigation to protect its designs and patents from being copied by other companies
· Unfavourable macroeconomic conditions, such as a recession, can reduce Nike’s sales
and profitability
· Trade tension such as the US-China trade war can also negatively impact Nike’s business

Marketing Strategy

Nike promotes its products through sponsorship agreements with celebrity athletes, professional
teams and college athletic teams.

Advertising

In 1982, Nike aired its first three national television ads, created by newly formed ad
agency Wieden + Kennedy (W+K), during the broadcast of the New York Marathon. The
Cannes Advertising Festival has named Nike its Advertiser of the Year in 1994 and 2003,
making it the first company to receive that honour twice.

Nike also has earned the Emmy Award for best commercial in 2000 and 2002. The first was for
"The Morning After," a satirical look at what a runner might face on the morning of January 1,
2000, if every dire prediction about the Y2K problem came to fruition. The second was for a
2002 spot called "Move," which featured a series of famous and everyday athletes in a variety of
athletic pursuits.
Beatles song

Nike was criticized for its use of the Beatles song "Revolution" in a 1987 commercial against the
wishes of Nike Records, the Beatles' recording company. Nike paid US$250,000 to Capitol
Records Inc., which held the North American licensing rights to the recordings, for the right to
use the Beatles' rendition for a year.

That same year, Nike Records sued Nike Inc., Capitol Records Inc., EMI Records Inc. and
Widen Kennedy for $15 million. Capitol-EMI countered by saying the lawsuit was "groundless"
because Capitol had licensed the use of "Revolution" with the "active support and
encouragement of Yoko Ono, a shareholder and director of Nike Records."

Nike discontinued airing ads featuring "Revolution" in March 1988. Yoko Ono later gave
permission to Nike to use John Lennon's "Instant Karma" in another advertisement.

New media marketing

Nike was an early adopter of internet marketing, email management technologies, and
using broadcast and narrowcast communication technologies to create multimedia marketing
campaigns.
 Chapter- 3
Project Design

Project Design:

3.1 Project Goal: The goal of the project is to evaluate the impact of Nike's advertising on the
company's marketing growth over a five-year period.

3.2 Project Objectives: The objectives of the project are as follows: a. Conduct a literature
review on the impact of advertising on company marketing growth.

3.3 Methods Used:

This project report uses a mixed-method approach that involves both qualitative and quantitative
methods to investigate the impact of advertising on Nike's marketing growth. The qualitative
method to understand the role of advertising in Nike's marketing growth. The quantitative
method involves the analysis of Nike's financial reports and a survey of Nike's consumers to
understand their perceptions of the impact of Nike's advertising on their purchasing decisions.
The questionnaire used consisted of both open-ended and close-ended questions to capture the
required data accurately.

3.4 Source of Data:

The data sources used in this project report include:

The data for the study was collected from primary sources through the questionnaire. The data
collected included demographic information, product design attributes that influenced the
purchase decision, and consumer perception of the brand.

Nike's financial reports

A survey of Nike's consumers

3.5 Collection of Data:

The data was collected through various methods, including:

3.6 Nike's financial reports: The financial reports were obtained from Nike's website and
analysed to understand the company's marketing growth over the years.

3.7 Survey of Nike's consumers: The survey was conducted online, and participants were
recruited through social media and email invitations. The survey was designed to understand the
consumers' perceptions of Nike's advertising and its impact on their purchasing decisions.

3.8 The tools used for analysis in this project report include:

SWOT analysis: A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis was
conducted to identify the internal and external factors that may impact Nike's marketing growth,
including the role of advertising.

3.9 Consumer behavior models: The data collected from the consumer survey was analysed
using consumer behavior models such as the Theory of Reasoned Action and the Theory of
Planned Behavior to understand the consumers' attitudes and behaviours towards Nike's
advertising and its impact on their purchasing decisions.

3.10 Comparative analysis: Comparative analysis was conducted to compare Nike's marketing
growth with its competitors in the sports apparel industry.

Overall, the combination of these tools provided a comprehensive analysis of the impact of
advertising on Nike's marketing growth.
 Chapter – 4

Analysis of data & findings

Questionnaire: The questionnaire used for the consumer survey is included in the appendix.

Overall, the mixed-methods research design provided a comprehensive analysis of the impact of
advertising on Nike's marketing growth, combining both quantitative and qualitative data to gain
insights into the company's advertising strategy and its impact on revenue growth.

Overall, the combination of these tools provided a comprehensive analysis of the impact of
advertising on Nike's marketing growth.
Analysis of the Data and Findings:

The analysis of the data and findings includes an analysis of the interview data, financial data,
and survey data. The section provides an overview of the key findings and identifies the factors
that influence Nike's advertising effectiveness. The section also includes an analysis of Nike's
successful advertising campaigns and provides recommendations for Nike to continue using
advertising as a tool for marketing growth.
 Chapter – 5

Conclusions & Recommedations

Conclusions
The Nike brand is one of the most valuable and well-recognized brands worldwide. It has a
strong presence in North America and business in other regions. Nike competes for a global
market share with some of the most iconic brands, including Adidas, Puma New Balance, Under
Armour, and Skechers. It also competes with up-and-coming companies, importers, and smaller
specialty firms.

The company has a diversified product line that includes footwear, apparel, equipment, and
accessories, making it less vulnerable to changes in any product category. As a result of its strong
brand equity, comprehensive product line, and global reach, Nike is one of the leaders in the
sporting goods industry.

Nike aims to bring inspiration and innovation to every athlete in the world - and it considers
everybody to be an athlete! As a high profile, industry-leading sports company, Nike continually
strives to keep itself at the forefront of product innovation and design. Through extensive
research and development, the Nike Free shoe was created in response to the recognition that
barefoot running can strengthen athletes' feet and legs naturally.

Nike Free was developed after extensive research and product testing. With a strategic promotion
campaign, Nike hopes to deliver the message that Nike Free is not designed to replace athletic
performance footwear but to be an important part of training, thus improving performance.

Finally, it can be concluded that Nike has been able to satisfy customers among the
management students of MIT WPU, indicating that the company is meeting the needs and
preferences of its target market. Nonetheless, there is always room for improvement, and by
focusing on the areas highlighted in the study, Nike can continue to grow and expand its
customer base in India and beyond.
Recommendations
My first recommendation is directed at Nike's push into digital sports. In my opinion the new
accelerometer based Nike+ technology is the birth of a whole new generation of Nike products and
an amazing innovation to motivate people to include sports into their everyday life. Nike has
attained a leading role in almost every one of the upcoming world wide sporting events, such as the
2012 Olympics, the 2012 Soccer Euro Cup, the NFL Superbowl, the 2014 Soccer World Cup and
the 2016 Summer Olympics in Rio de Janeiro. Therefore the time is now for Nike to embed their
customers and the fans of these major sporting events in the experience through their new
technology.
Looking at Nike's current flagship products and their presentations (NFL jerseys, Nike Fly Knit,
Nike+ Technology it is obvious that the company is trying to move in the same direction as one
company who mastered this strategy – Nike. Furthermore I think that publicly announcing these
new product presentations and staging them in an interactive and fancy way as well as making
them available for live streaming around the world on Nike's website or Facebook would quickly
educate the potential customer and create the same kind of demand like Nike is enjoying for their
iPhone, iPad and Mac product lines. Right now Nike is working on the development of a self
lacing shoe as seen in the movie “Back to the Future 2” worn by the character “Marty McFly”. The
company has acquired 65 patents in the process of constructing the shoe. The release of the shoe is
rumoured to take place in 2015, the year in which the movie takes place. Personally I see three
potential outcomes of this move by Nike. First of all, this technology is applicable to the athletic
footwear products as well and could revolutionise the fit of athletic shoes, giving Nike a further
advantage over it's competitors by owning a product that is very hard to emulate. Secondly it
boosts the brands aura and identity significantly, which leads me to my next point of Nike maybe
moving into the fashion industry with this cult object. However Nike has not yet confirmed any of
this strategies.
 Chapter – 6
Limitations of the project
Although the study on Nike in India offers insightful information, there are a number of
limitations that should be taken into account:

1. Limited scope: The study does not offer a thorough examination of Nike's overall performance
or market position; instead, it concentrates exclusively on one particular area of the company's
operations in India.

2. Small sample size: The study's sample size might not be representative of all Nike customers
in India, and as a result, the findings could not be generalisable to a larger group of people.

3. Self-report bias: The study's results were gathered via participant self-reports, which may not
always be reliable and may be affected by social desirability bias.

4. Time restraints: The investigation was completed in a constrained amount of time frame,
which would have made it more difficult for the researchers to gather more detailed information
or carry out a more thorough investigation.

5. External factors: The study overlooked outside variables that might have affected Nike's
operations in India, such as changes to the Indian market, the state of the economy, or
governmental regulations.

Overall, the study offers insightful information about how Nike conducts business in India, but
the limitations should be taken into account when extrapolating the results and making
judgements based on them. Future research should take these restrictions into account and offer a
more thorough examination of Nike's activities in India.
 Chapter – 7

Appendics

Questionnaire

1. Have you seen any Nike advertisements in the past month?

a. Yes

b. No

2. On which platform(s) have you seen Nike advertisements in the past month? (Select all that
apply)

a. Television

b. Social media

c. Billboards

d. Magazines/newspapers

e. Other (please specify)

3. How would you rate the overall quality of Nike's advertising?

a. Excellent

b. Good

c. Fair

d. Poor

e. Don't know
4. Which Nike advertisement have you seen recently? (Select one)

a. "Just Do It"

b. "Play New"

c. "The Best Athletes Wear the Best Shoes"

d. Other (please specify)

5. How would you rate the creativity of Nike's advertising?

a. Very creative

b. Somewhat creative

c. Not very creative

d. Not at all creative

e. Don't know

6. How likely are you to purchase Nike products after seeing their advertisements?

a. Very likely

b. Somewhat likely

c. Not very likely

d. Not at all likely

e. Don't know
7. Do you feel that Nike advertisements accurately represent their products?

a. Yes, always

b. Yes, most of the time

c. No, not really

d. No, not at all

e. Don't know

8. How well do Nike advertisements capture the spirit of their brand?

a. Extremely well

b. Somewhat well

c. Not very well

d. Not at all well

e. Don't know

9. How do Nike advertisements compare to those of their competitors?

a. Much better

b. Somewhat better

c. About the same

d. Somewhat worse

e. Much worse

f. Don't know
10. Would you recommend Nike products to others based on their advertising?

a. Definitely

b. Probably

c. Not sure

d. Probably not

e. Definitely not

11. Is there anything you would change about Nike's advertising?

a. Yes (please specify)

b. No, I like it the way it is

c. Don't know

12. How do you typically engage with Nike advertisements?

a. Watch/Listen/Read closely

b. Pay some attention, but mostly ignore

c. Skip or ignore completely

d. Don't know
13. How familiar are you with Nike's brand messaging?

a. Very familiar

b. Somewhat familiar

c. Not very familiar

d. Not at all familiar

e. Don't know
 Chapter – 8

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