NIKE-STILL A NIKE-STILL A LONG WAY TO LONG WAY TO

GO…GO…BYBY

MANOJ MANOJ KUMARKUMAR

MANJUNATHMANJUNATH MANJU JMANJU J

ABOUT NIKEABOUT NIKE

Number one US athletic footwear Number one US athletic footwear company.company.

Most recognized US brand among Most recognized US brand among foreign consumers.foreign consumers.

In 2001-Sales of over $9.5 billion.In 2001-Sales of over $9.5 billion.

AD CAMPAIGNSAD CAMPAIGNS

Concept based-’IMAGE TRANSFER’Concept based-’IMAGE TRANSFER’ Brand ambassadors-Michael Jordan, Brand ambassadors-Michael Jordan,

John Mc Enroe etc.John Mc Enroe etc. Campaigns-Campaigns- ---I CAN(1998)---I CAN(1998) ---JUST DO IT---JUST DO IT ---SEARCH AND DESTROY---SEARCH AND DESTROY ---TAKE ME OUT TO THE BALL ---TAKE ME OUT TO THE BALL

GAMEGAME

PROBLEM INVOLVEDPROBLEM INVOLVED

Marketing strategy for decision Marketing strategy for decision making-regarding product making-regarding product advertising.advertising.

Management decision problem-To Management decision problem-To attain leadership position.attain leadership position.

FACTS OF THE CASEFACTS OF THE CASE

Nike ads did not specifically place a Nike ads did not specifically place a product or mention brand name.product or mention brand name.

Atmosphere created and brand Atmosphere created and brand associated with it.associated with it.

Emphasized more on product Emphasized more on product innovation than athletes and innovation than athletes and exposure.exposure.

In 1998,featured more product-In 1998,featured more product-focused ads.focused ads.

Still didn’t back away from Still didn’t back away from innovative marketing.innovative marketing.

Excelled in advertising area.Excelled in advertising area. In 2001,introduced NIKE SHOX-In 2001,introduced NIKE SHOX-

shoes providing support, comfort shoes providing support, comfort and shock absorbent.and shock absorbent.

By 2003,it had one-third of By 2003,it had one-third of international sales.international sales.

MARKETING MARKETING RESEARCH???RESEARCH???

Observing consumer behavior, Observing consumer behavior, particular brand segment and fast particular brand segment and fast moving brand.moving brand.

Communicate about topics including Communicate about topics including participant’s attitude, motivation, participant’s attitude, motivation, intention and expectation.intention and expectation.

Telephone, mail and Internet.Telephone, mail and Internet. Survey of ad campaignSurvey of ad campaign Analysis of Analysis of

main strength. main strength.

MANAGEMENT MANAGEMENT DECISIONDECISION

By 2010,looks into international By 2010,looks into international arena.arena.

Aimed at expanding into soccer and Aimed at expanding into soccer and international sports arena.international sports arena.

Build up presence in key markets—Build up presence in key markets—China, Germany, Japan.China, Germany, Japan.

Concentrate on region specific Concentrate on region specific sports.sports.

CONCLUSIONCONCLUSION

NIKE has to reach out to unexplored NIKE has to reach out to unexplored regions of sport.regions of sport.

Has world wide distribution centers Has world wide distribution centers to achieve greater control of its to achieve greater control of its operations.operations.

Research helps it to stay ahead of Research helps it to stay ahead of competition from ADIDAS AND competition from ADIDAS AND REEBOK, but still has a long way to REEBOK, but still has a long way to run…run…

THANKYOUTHANKYOU