NIKE EUROPE PERFORMANCE ANALYSIS

NIKE EUROPE DASHBOARD & KEY METRICSTrong Nghia DuongPhan Doan Kieu TrangHoang Thi Thuy TrangKhushboo DedhiaVidhi KhannaThuy Anh NguyenFebruary 2015 ContentNIKE EUROPE DASHBOARD & KEY METRICS

Introduction of NikeNIKE EUROPE DASHBOARD & KEY METRICS

One of the worlds largest suppliers of athletics shoes and apparelAmerican Multinational CorporationFootwear, apparel, accessories and services Strategies and ObjectivesNIKE EUROPE DASHBOARD & KEY METRICS

DashboardNIKE EUROPE DASHBOARD & KEY METRICS

Source: Annual Report 2014 Return on Marketing InvestmentNIKE EUROPE DASHBOARD & KEY METRICS

Sports equipment industry to grow by 12.1% between 2013 and 2017Recommendation:ROMI can be measured on Nikes equipment divisionSource: Sports Equipment Market Report 2013

Share of VoiceNIKE EUROPE DASHBOARD & KEY METRICS

Share of Voice of Nike and some competitors based on mentionsShare of Voice gives a sense of our communication effect in a social medium in comparison with our closest competitorsSource: Industry Snapshot: Apparel by UberVU, 2014

Share of VoiceNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:Share of Voice also helps to track reviews for a product on a retailers siteSource: Ugam Solutions, 2014

Click-through RateNIKE EUROPE DASHBOARD & KEY METRICS

March 13, 2009 - April 20, 2009

Click-through RateNIKE EUROPE DASHBOARD & KEY METRICS

DTC revenue grew by 17% due to increase in online sales and 19 new online stores in Western EuropeRecommendation:As Nike focuses on online selling activities in DTC sales, CTR becomes an important measure to check the efficiency of the online campaigns run by the company.Source: Annual Report 2014 Repeat Purchase RateNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:The different purchase cycles varying among different product lines which could affect the repeat purchase rate. Source: Annual Report 2014 Category Development IndexNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:Determine weaker segments where a specific category is not performing well and also, in which segment there could be an improvement by better marketing and advertising strategiesSource: Annual Report 2014 Brand Development IndexNIKE EUROPE DASHBOARD & KEY METRICS

Source: Sports Business Insider 2014Recommendation:While measuring the effectiveness of marketing activities to a specific group or a club, such as in this example of football clubs across Europe, Nike can use BDI to obtain specific details of its brand sales as against other competitors Relative Market ShareNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:Though Nike is currently the market leader, this metric can refine the brand-building investments and also get insight into the relative cost and the pricing powerSource: Annual Report 2014 Inventory Turnover RateNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:

This metric can provide the company an opportunity to analyze their capability of managing inventory as per the demand and adjust their distribution and operational system to affect this ITR sensiblySource: Annual Report 2014 Average Acquisition CostNIKE EUROPE DASHBOARD & KEY METRICS

In 2010, Nike spent an enormous amount of money, more than a billion dollars, on advertising, endorsements, social media, and sales promotion

Recommendation:Nikes direct contact to the customers (in the form of distributors or consumers), puts in a lot of efforts in the marketing and other related activities to attract new customers. Thus, this metric can provide a basis for future spending budgets Average Retention CostNIKE EUROPE DASHBOARD & KEY METRICS

Recommendation:By including this metric in the dashboard, it will be easier for Nike to understand and compare the costs of retention and based on the decided strategy, it can decide on the future spending ConclusionNIKE EUROPE DASHBOARD & KEY METRICS

Nikes overall performance - Need improvements in Eastern and Central EuropeRecommended metrics

Provides deeper marketing and management insight.

ReferencesNIKE EUROPE DASHBOARD & KEY METRICS

- Davis, A (2006).Measuring Marketing: 110+ key metrics every marketer needs. Singapore: John Wiley & Sons Singapore Pte. Ltd.- Farris, P, Bendle,T, Pfeifer,E, Reibstein,D. (2006).Key Marketing Metrics. Harlow: Pearson Education Limited.- Nike Inc.. (2014).Annual Report 2014 on form 10-K.Available: http://investors.nike.com/files/doc_financials/2014/docs/nike-2014-form-10K.pdf. Last accessed 10th Feb 2015.- Sport Business Insider. (2014).Spread of Europe's most dominant kit suppliers (Nike, Adidas and Puma) across Europe's top five leagues.Available: http://sportsbusinessinsider.com.au/international-news/nike-and-adidas-battle-to-dominate-european-football/. Last accessed 10th Feb 2015- Savino Lobo. (2014).Why should you track your Share of Voice for top brands?.Available: http://www.ugamsolutions.com/blog/why-should-you-track-your-share-of-voice-for-top-brands. Last accessed 10th Feb 2015.

Thank you for your attention!NIKE EUROPE DASHBOARD & KEY METRICS

February 2015