Prayag das

FCM/BRM/2017-20/016
 Its name is derived from a winged Greek goddess.
 “Swoosh” logo designed by Caroline Davidson.
 Is now one of the world’s top shoemaker that captures
more than 20% of US athletic market.
 Original name of Nike given by Phil was “Blue Ribbon
Sports”.
 With an agreement and handshake in 1964, they began
importing Japanese brand Onitsuka Tiger runningshoes.
 By late 70’s, Nike had moved from $10million to
$270million in sales.
 In 1996, revenue increased to $6.74billion. Sales reached
$12billion in 2000.
Footwear: Performance Equipments:
 Running • Bags
 Basketball • Socks
 Soccer • Sport Balls
 Sport-inspired urban • Eyewear
shoes • Timepieces
 Children‟s Shoes • Electronic Devices
• Bats
• Gloves
• Protective Equipments
Nike Also Sells:

 Apparels and Accessories

 Athletic Bags
 Offers Apparels for Licensed SportsTeam

 Provides Licenses to Produce and Sell:

 Swimwear • Electronic Devices

 Cycling Apparel • Eyewear
 Children‟s Clothing • Golf Accessories
 School Supplies • Belts
 Sales
TheTechnique
company sells its products to retail
accounts, through its owned retail stores, and
through a mix of independent distributors and
licensees, as well as through Internet Web site
„nikestore.com‟.

NIKE inc. has major four subsidiaries which are:

 Converse
 Cole Haan Holdings
 Nike Bauer Hockey
 Hurley International
 Brand image

 Web site of the Nike

 Customer preferences

 Update itself timely

 Product diffrentiation
 Product

 Price

 Place

 Promotion
 very light to walk

 I feel comfortable

 Hug my feet

Nike “ JUST DO IT”

 Competitive Advantage – something which gives the
organisation some advantage over its rivals

 Brand Positioning and Brand Architecture

Establish the structure of features, functional and
emotional benefits and align them to what are
perceived by consumers as cost-of-entry
(required), motivating (differentiated), or crucial
(inspired).
Athletic Shoe Market Share
2005
Athletic S h o e M a r k e t Share, 22018
000

Tim b erland S auc o ny

2.9% A s ic s
2.1% 1.4%

K -S wis s Nike
3.6% 39.2%
New Balance
9.4%

Reeb o k
10.9%

A d id as
15.1%
Strategic
Nike
Planning:
Business Definition

Target Consumer

What do we want them to THINK

What do we want them to FEEL

How do we want them to ACT

Brand DESTINATION
Holistic Marketing

Innovative and Niche products

Competitive strategies
Increased ValueadoptedChain by NIKE
Breakthrough Marketing
Selective Distributio

Participating in events and sho

Endorsing sports personaliti

• Poor Labor Practices in Asian
Countries

• Child Labor in Cambodia and Pakistan

• Vigorous overtime

• Paid below low wages

• Verbal abuse and sexual harassment

• Poor Health and Safety conditions

• Poor medical facility

• Restrictions on drinking water

Recommendations

 Company should follow Corporate Social

Responsibily
 Nike should hier 3rd party for audits
 Nike should work with General Federation Of Labor
and Labor Union
 Nike should work with other shoe
manufacturers, provides fair wages to the workers