Name: Mamooona

Sap:70059753
Submitted to : Mr.Rizwan
 Nike

 Ribbon Sport
 founded by Philip Knight aimed at providing high quality shoes
designed for athletes by athletes.
 Pyramid of Influence
 1985: Nike signed up basketball player, Michael Jordan as its
spokesperson.
 1988 : Nike aired the first ads in its $20 million “Just Do It” campaign.
 Started to diversify the companies and entered new product
categories like footwear, apparel, and equipment.
Cont…

 Nike’s big break come in 1994 when the Brazilian team won the world cup.
 It also helped Nike to launch into their international markets over the next
decade, by 2003 over seas revenues surpassed US revenues for the first time.
 Started to diversify the companies and entered new product categories like
footwear, apparel, and equipment.
 2007: Nike acquired Umbro, British maker of soccer related footwear, apparel
and equipment.
 2008: In summer Olympics China, It sponsored several teams and athletes
and got permission to run Nike ads during the games.
  • 2009: Launched Tiger Web Talkback session at nikegolf.com when Tiger
Woods endorsed the Nike Golf brand.
Cont…

 The Nike Golf brand, a collection of apparel, equipment and shoes started by
Nike and endorsed by Tiger Woods.
 Nike aligned with Tennis players Maria Sharapova, Roger Federer, and Rafael
Nadal to push its Tennis clothing and sports gear.
 Introduced foot Locker, a new chain stores which offers basketball products
by Nike brands such as Converse and Jordan which featured basketball
superstars like Kobe Bryant and LeBron James. Recently launched Nike+(Plus)
technology.
 Conducting and organizing events like Marathons as a part of IMCs’ Nike+
hosted the Human Race 10K event, designed to celebrate running, drew more
than 780,000 participants.
Question 1: Pros &Cons
 Pros
 Their clearly defined audience target – athletes, sports enthusiasts, well off
and brand conscious customers – makes it easy for them to make target-centric
ad campaigns.
 It represents emotions and promotes its brand as a brand of allegiance and
loyalty.
 It uses geographic segmentation to promote its products and brand.
 However Nike has, always, only been about 1 thing; it only delivers a specific
kind of product.
 Cons
 It mainly focuses on producing high-products with cutting edge technology and
sells them at competitive prices. It does not communicate to the middle class
and lower class society.
Question: 2

 The strategy for Adidas is to compete with Nike should be to target the areas
of their weakness. Adidas should look to better diversify their marketing
strategy.
 Also Adidas should aim to bring around the diversified products in market
which would further popularize among consumers directly through its goods
 Adidas should focus on creating new products coming up with new strategies
to promote its brand and can target middle class.
 IT should bring a new ground breaking product into market to trump Nike lead
in the market. Adidas can also look further to expand its reach to other sports
where Nike has not set its foot and look for attractive associations.