VIVEKANANDA EDUCATION SOCIETY S INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

REPORT ON: NIKE SHOES

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INTRODUCTION
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian. The Nike company began in 1964 as Blue Ribbon Sports, was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman, first distributing Japanese brand of running shoes in the USA. 1972 was the first year of using the famous mark known as the Swoosh on Nike's first line of footwear. The rest is history. Nike products are well received in practically every sport venue - tennis - first represented by Ilie Nastase and John McEnroe and now by Rafael Nadal, golf with Tiger Woods, basketball Air Force One and Nike Air Jordan represented by Michael Jordan, etc. The Nike company has been taking an active and leading role in supporting, sponsoring and organizing sports events, like Nike Prefontaine Classic, Nike is also the official sponsor for the Indian cricket team, sponsors famous soccer clubs such as Arsenal, Manchester United, Barcelona, Valencia, Inter Milan and Juventus, various minor events including Hoop It Up (high school basketball) and The Golden West Invitational (high school track and field). According to Wikipedia - Nike sells an assortment of products, including shoes and apparel for sports activities like association football, basketball, running, combat sports, tennis, American football, athletics, golf and cross training for men, women, and children. Nike also sells shoes for outdoor activities such as tennis, golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other athletic and recreational uses. Nike is well known and popular in Youth culture, Chav Culture and Hip hop culture as they supply urban fashion clothing. Nike recently teamed up with Apple Inc. to produce the Nike+ product which monitors a runner's performance via a radio device in the shoe which links to the iPod nano.

PRODUCTS
NIKE S primary product focus is athletic footwear designed for specific-sport and/or leisure use(s). They also sell athletic apparel carrying the same trademarks and brand names as many of our footwear lines. Among our newer product offerings, they sell a line of performance equipment under the Nike brand name that includes sport balls, timepieces, eyewear, skates, bats, and other equipment designed for sports activities. In addition, they utilize the following wholly-owned subsidiaries to sell additional sports-related merchandise and raw materials: Cole Haan Holdings Inc., Nike Team Sports, Inc., Nike IHM, Inc., and Bauer Nike Hockey Inc. their most popular product categories include the following:
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Running Basketball Cross-Training Outdoor Activities Tennis Golf Soccer Baseball Football Bicycling Volleyball Wrestling Cheerleading Aquatic Activities Auto Racing Other athletic and recreational uses

PRICING
NIKE S pricing is designed to be competitive to the other fashion shoe retailers. PRICING STRATEGY NIKE has higher level of consumers who have associated themselves with the brand, and will pay higher price point to own something with the Nike swoosh on it.

COMPETITORS
1. 2. 3. 4. 5. 6. 7. 8. 9. ADIDAS PUMA REEBOK FILA UNDER ARMOUR NEW BALANCE K-SWISS HI-TEC KEDS

BRAND IMAGE
The impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Nike is positioned as a premium-brand, selling well-designed and expensive products.

BRAND IDENTITY
The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

The Nike logo, also known as the Swoosh , is an emblem created in 1971. It s quite hard to find an individual who does not recognize the Nike logo. From decades, Nike logo has established a well stable and recognized attitude and still holds the ground strong enough to pursue further.

BRAND PERSONALITY
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits/characteristics to a brand so as to achieve differentiation. A brand is expressed either as a personality who embodies these personality traits (For instance Shahrukh Khan and Airtel, John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist and optimist. In fact one of the most successful collaborations between a brand and a celebrity is that of Nike and Michael Jordan. So successful was the collaboration that Nike and Jordan launched a new brand variant called the Air Jordan line of sport shoes. Nike pulled off a very similar coup in the sports industry when it joined forces with the ace golfer Tiger Woods to enter the golf category with its apparel, equipment and accessories.

LOCATION IN PLC
NIKE is enjoying the top position in this industry and it is at the maturity stage. So their promotion is emphasized on product differentiation and they are coming up with new products with innovative features. EXAMPLE:- NIKE I-POD SPORT KIT

SUCCESS FACTORS FOR NIKE SHOES

1. 2. 3. 4. 5. INNOVATION EXTENSIVE R&D MARKETING WIDE RANGE OF PRODUCTS EXTENSIVE DISTRIBUTION FACILITIES

ADVERTISING
In 1982, Nike aired its first national television ads, created by newly formed ad agency Wieden+ Kennedy, during the New York Marathon. This was the beginning of a successful partnership between Nike and W+K that remains intact today. The Cannes Advertising Festival has named Nike its Advertiser of the Year on two separate occasions, the first and only company to receive that honor twice (1994, 2003). Nike also has earned the Emmy Award for best commercial twice since the award was first created in the 1990s. 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 Y2K came to fruition. The second Emmy for advertising earned by Nike was for a 2002 spot called "Move," which featured a series of famous and everyday athletes in a stream of athletic pursuits. In addition to garnering awards, Nike advertising has generated its fair share of controversy.