BRAND MANAGEMENT

Group 1

Neeraj Kabra – B026 | Kartik Kaushik – B029 | Darsheel Khagram – B030 |

Suraj Khemani – B034 | Harsh Parekh – B049
An Overview of Nike
• Nike, Inc. is an American multinational corporation headquartered in Beaverton, Oregon, USA

• Found by Bill Bowerman and Phil Knight in the year 1964

• The company specializes in athletic wear, providing footwear, apparel, athletic equipment, and
accessories

• Nike’s primary goal is to supply athletes with exceptional products and wearable that aids them in
better sports performance
 Nike’s Five Forces Analysis
1. Competitive rivalry or competition (Strong 2. Bargaining power of buyers or customers
Force) (Moderate Force)

• The following external factors create the strong • The following external factors contribute to the
force of competitive rivalry in Nike’s case: moderate bargaining power of customers:

• Low market growth rate (strong force) • Low switching costs (strong force)

• High aggressiveness of firms (strong force) • Moderate substitute availability (moderate force)

• Moderate number of firms (moderate force) • Small size of individual buyers (weak force)
 Nike’s Five Forces Analysis
3. Bargaining power of suppliers (Weak Force) 4. Threat of substitutes or substitution (Moderate
Force)

• The following external factors create the weak

bargaining power of suppliers: • The following are the external factors that maintain
the moderate threat of substitution against Nike Inc.:

• High overall supply (weak force)

• Moderate availability of substitutes (moderate force)

• Large population of suppliers (weak force)

• Moderate performance per price of substitutes
(moderate force)
• Moderate size of individual suppliers (moderate
force)
• Low switching costs (strong force)
Nike’s Five Forces Analysis
5. Threat of new entrants or new entry (Weak
Force)

• The following external factors contribute to the

weak threat of new entrants against Nike Inc.:

• High cost of brand development (weak force)

• High economies of scale (weak force)

• Moderate cost of doing business (moderate force)

BRAND
IDENTITY
 BRAND IDENTITY AND POSITIONING
MATRIX
HIGH PRICE

NIKE
FORMALS

FASHION & COMFORT

PERFORMANCE

LOW PRICE
BRAND PERSONALITY

Raymond

Arrow Van Heusen

NIKE
EXCITEMENT SOPHISTICATION
FORMALS

Peter England
Allen Solly
Louis Phillippe
KAPFERER’S
BRAND IDENTITY PRISM
PICTURE OF SENDER
PHYSIQUE PERSONALITY
Just do it, logo-symbol but Supportive spirit,
More subtle and professional athlete, professional,
looking lifestyle.
EXTERNALIZATION

INTERNALIZATION
RELATIONSHIP CULTURE
Confront, provocation: Sport, fitness and
‘Run the day, don’t let it run corporate
you.’

REFLECTION SELF-IMAGE
Full of energy, go getter, I am an athlete,
Young, competitive, brand I am a hard working
conscious professional,
I am cool
PICTURE OF RECEIVER
BRAND POSITIONING
Brand positioning refers to “target consumer’s” reason to buy your brand in
preference to others. 
BRAND POSITIONING STATEMENT
To working professionals of all ages who enjoys sports,

NIKE (Formals), is the brand of clothing and footwear that

provides the freedom of movement and styling better than
competitors to enable you to do what you do best on and off the
field because of Nike’s unique clothing blend and this brand is
used and endorsed by most young working professionals the top
of their field who manage their business but love sports equally.
Introducing…
 SHARP
#JustDoMore
 SHARP
Product (Formal Wear)
Formal Collection for Men and Women

Our formal wear is perfect for work or chic events. Choose from breathable fabric styles for offices and
various occasions. Our formal wear makes your day easier and efficient, whether you’re dressing in sleek
white or eye-catching prints
 SHARP
Product (Formal Wear)
Formal Collection for Men and Women

Our formal wear is perfect for work or chic events. Choose from breathable fabric styles for offices and
various occasions. Our formal wear makes your day easier and efficient, whether you’re dressing in sleek
white or eye-catching prints

• Features-
• Wrinkle free
• Odour Free
• Dust Free
• Stain repellent
• Breathable fabric
 SHARP
Product (Shoes)
Nike Formal shoes for Men (Nike Sharp Air)

How about we make a change in your Monday-Friday style statement, and make your feet breath some
“Air”.

• Poise
• Waterproof
• Stain repellent
• Breathable
• Light weight
Marketing Plan
 SHARP
Target Group
• Age: 25 - 40 (Male/Female)

• Top 5 Metro Cities

• Mumbai
• Delhi
• Kolkata
• Chennai
• Bangalore
 SHARP
Digital Ads
1. Social Media Ads with CTA (Learn more& Shop Now)

2. GDN Banners – On Shopping/Lifestyle websites

3. YouTube Mastheads – To create more buzz about the brand

Social Media Ads
SHARP
SHARP
GDN Banners
 SHARP
SHARP
Shop All New Nike
Shop All New Nike Sharp Collection
Sharp Collection NOW.
NOW.
 SHARP
OOH
1. Hoardings – On top locations of the selected metro cities

2. Magazine Ads – Ads in lead fashion & Lifestyle Magazines

3. LED Screens – Visually capturing all possible places to grab

attention & generate awareness about the all New Nike Sharp.
Majorly on Airports, Metro Stations & Railway Stations.
 SHARP

Not Just Athleisure, Now you can Do more with

Nike! #JustDoMore
 SHARP
Buzz Creation
1. Launch event-
-Celebrity collaboration, Influencer Marketing, Twitter trending

2. Concerts- Sunburn, NH7, TED events etc.

 SHARP

#JustDoMore
SHARP
Thank You