INDIAN INSTITUTE OF MANAGEMENT RANCHI

Presentation on Marketing Analysis of

Course: Marketing Management

Batch: 2018-20

Group Members:
1. Jafar Ghori (X012-18)
2. Manish Kumar (X015-18)
3. Ujjwal Kumar (X021-18)
4. Shyam Kumar (X019-18)
5. Rohan Kumar (X017-18)
o Sports is an integral part of modern society.
o Sports have been a mainstay in millions of people lives for many years.
o Sports allow us to develop a passion for something.
Needs: Sportsmen need specialized superior quality gear, apparels & accessories

Wants:

Demands:
Brand Selected: NIKE
 Nike Started as footwear manufacturers for athletes
 Its products have now diversified to apparels, accessories and equipment

 Mission: “To bring inspiration and innovation to every athlete in the world”
 NIKE originally knows as ‘Blue Ribbon Sports’
 In 1978 the name was changed to Nike coming from Greek Goddess of Victory
 Headquartered at Oregon, USA
 Nike trades under the code NKE in the New York Stock Exchange

 Its symbol “Signature” is the most recognizable symbol in the sports industry
 DEMORAPHIC

NIKE
Market
GEOGRAPHIC Segmentation PSYCHOGRAPHIC

BEHAVIORAL
 NIKE Targeting
Youth (18-24 yrs) Sports Enthusiasts

High Income Groups

Urban areas
 Positioning
To bring inspiration and innovation to every
athlete in the world

Ubiquitous brand

You have a body, you are an athlete

Positioning Target Market
Shifted from Product Focus to Attitude
Focus
• Expanding Women’s apparels
Women • Women in 20s and 30s driving the ‘athleisure
trend’

• Kids are growing part of Nike’s business

• Young athletes wear products through
Athletes sponsorship with clubs and federations
Professional athletes such as NFL wear Nike Gear

• Running is heritage and largest performance

category
Runners • Nike’s innovation efforts are focused in running
category
Positioning: Points of Difference

NikeID: Customize your shoes and gear

Nike + Running App, Nike + Training Club,

Nike + iPod

Jordan Product Line

Presence in all sports; Cricket, Basketball,

Football, Tennis, etc
Positioning: Points of Parity

Electronic performance technology:

measure and compare your performance

Cater both men and women, known

globally, athletic and sports wear

Ambassadors representing their brand

Positioning: Brand Mantra

 ‘Authentic Athletic Performance’

 Maintaining authenticity; integrity and purity
 Products and activities have to be athletic
 World class performance
 ‘Just Do It’ - It’s a slogan not Mantra
Porter’s Five Forces
for NIKE
PESTLE Analysis for NIKE
• The United States, Nike’s ‘home country’ so to speak, has fantastic policies for growth which are especially low-
POLITICAL
interest rates and well arranged international tax agreements.
• As a company that produces and sells physical goods, Nike is, however, always subject to changes in tax and
manufacturing laws.
• Various political conflicts can always make customs related processes difficult, or prevent imports and exports.

Nike sells a well-respected medium range product, so they are less vulnerable to economic factors than others, but
ECONOMICAL

some of the Economic variables:

• Consumers may choose to switch to lower-end, cheaper products if this were to occur, or even just as a decent
level of quality becomes easier to produce.
• With its ‘deep pocket’ of finances, Nike has the resources to chase after small emerging markets in which they
could sell products.

Worldwide increases in ‘health consciousness’ means that more and more individuals are moving towards better
SOCIAL

lifestyles. These people will undoubtedly buy plenty of sports apparel, something which would make Nike very
happy.
TECHNOLOGY

Technology gives companies the ability to innovate in so many different ways. From interacting with customers to
designing products, technology provides value to organizations just like Nike. Here are some of the Technological
factors affecting it:
Competitors Analysis for NIKE
Competitors Analysis for NIKE w.r.t Price
 STRENGTH WEAKNESS

OPPORTUNITIES THREAT
Marketing Mix for NIKE
Ansoff’s Product Market Expansion Grid

Existing Market New Market

New Distributors in tier 1 and 2

Existing Expand Number of Outlet in
cities where no Nike store is
Product Metro and tier 1 Cities
present.

New Smart App where you can Open Nike Sports Bar where
Product measure Sport attributes like Live streaming of matches can
shot speed elevation. take place
RECOMENDATIONS