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Case Study
Fayaz Raza
M. Sohaib Hassan
M. Hassan Rasheed
Zulfiqar Ali
MEMBERS
HISTORY
In 1962, Phil Knight and Bill Bowerman started (BRS)
Agreement with ‘Onitsuka company japan’
In 1972, Nike Swoosh was introduced
In late 1980’s it was overtaken in sales by Reebok
Knight realized the importance of marketing
OPERATIONSThree main products:
Footwear Apparel Equipment
OPERATIONS:
700 factories in over 52 countries around the world
800,000 thousand workers
Distributed in 160 countries
Competitors
• ADIDAS
• REEBOK (taken over by adidas)
• PUMA
MISSION
“To bring inspiration and innovation to
every athlete in the world”
Awards
First award in 1994
“Advertiser of the year” in 2003
“Swoosh” the best logo ever designed
Current Status
Nike holds a 82% choke hold on American sports
equipment sector
2006 earning shows Adidas with only 10% of United
states sales
• With the recent buyout of Reebok, Adidas has only a
total of 14%
QUESTIONS
1. What do you understand by the term ‘marketing’ ?
Satisfying customer needs
Delivering real value to customers
Building long term profitable relationships
2. Nike’s superb marketing skills?
Spending millions of dollars on advertisement
Celebrity endorsement (People follow superstars)
3. Why does Nike require these skills to
compete in the market place?
To create value for customers
To satisfy customer needs
To build long term profitable relationship
4. Why does Nike spend millions of dollars on promoting its brand and logo?
To differentiate themselves from competitors
Position their brand and logo in the minds of
everyone
To grow share of customers
5. Who are Nike consumers? What might their needs be?
The Athletes
Sports enthusiasts
Younger generation
6. How marketing principles and practices will enable Nike to satisfy these needs?
Product & Marketing Concept
Build Customer Equity
Customer Loyalty & Retention
Recommendations Promote online services
Jack of all, Master of none
Focus on quality
Analyst’s think the brand NIKE will get overexposure and continuing the practice can make brand lose its value
“Part of our success is that we know who we
are. We defined ourselves. It is our job to
provide inspiration and aspiration for
everyone interested in sports in the world.
We believe that everyone who has a body is
an athlete”
Phil knight
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