a case of nike under preview of marketing
TRANSCRIPT
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A CASE STUDY ON NIKE UNDER PREVIEW OF MARKETING
ABHISHEK VERMA B10101
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INTRODUCTION Nike, is just 32 year old company which has the largest seller of athletic footwear and apparel in the worlds with subsidiaries in over 200 countries across the world and forced itself in the competitive Market with it’s cutting edge technology. Nike is constantly launches product from time to time with huge marketing strategy, innovation, advertisement and endorsement. Bill Bowerman and Philip Knight established Nike in January 1964 in Oregon, USA with originally known as Blue Ribbon Sports. It’s Fortune 500 Company. The head office of Nike Company is located in Beaverton, Oregon state, United States. The company has more than 700 shops around the world and has offices located in 47 countries outside the United States. Manufacturing unit is outsourced in cheap Asian countries like India, China, Taiwan, Indonesia and Vietnam. It has 45% of global market share. In 1990’s, Company faced crisis and then it decided to overhaul its supply chain management and information. Since then Nike has been achieving rapid growth by using aggressive marketing tactics. Nike started from garage to multibillion MNC. Its product is to enhance sport with athletic performance. Nike Air design by former NASA engineer Frank Rudy that is light weighted cushion for shoe. Nike has other product too that consist of lifestyle apparel, like socks, eyewear, bags, sport ball etc. Nike also sells products with different brand name in parallel market like Converse Inc. Cole Haan, Hurley International, Nike Golf, Umbro Ltd and LLC. TYPE PUBLIC
TRADED AS NYSE: NKE. S&P 500, DOW JONES
INDUSTRY APPAREL, ACCESSORIES
HEADQUARTERS OREGON, WASHINGTON COUNTY,US
REVENUE US$25.3 BILLION (FY 2013)
TOTAL ASSETS US$15.465 BILLION (FY 2012)
NET INCOME US$2.223 BILLION (FY 2012)
EMPLOYEES 44,000 (2012)
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MARKET PUBLICITY AND PROMOTION NIKE is well known for its innovative advertising for sportspersons. Nike advertisement is totally different they just do not hire athletes simply for poster instead they match nike personality with the player personality. Nike consist of athletes which represent its brand are Ronaldo, Botham, Marion Jones, Seb Coe etc further its also endorsed football club to have name on to jersey. In that way multi-‐face brand is represented. Its advertisement partner is Wieden-‐Kennedy. In 1982 Nike aired its first national tv ads. For this Nike was named for Cannes Advertising Festival for Advertiser of the year in 1994 and 2003. Nike was signed with Beatles to use its songs for “Revolution” in 1987. Nike discontinues airing ads featuring of revolution in 1988 because of licensing rights. Nike facilitated use of Internet marketing, email management technologies and further use of narrowcast and broadcast communication technologies to have multi face brand. Nike 6.0 was campaign in which nike introduce new line of T-‐shirts which has phases like Get High, Dope, and Ride Pipe. This has attracted many youth. Nike’s famous SLOGAN is “Just do it” . Other inspiring slogan of nike which are use for poster and television ads are –
• “Training is the opposite of hoping.” • “Everything you need is already inside. Just do it.” • “The only one who can tell you ‘you can’t’ is you. And you don’t have to listen.”
• “All your life you are told the things you cannot do. All your life they will say you’re not good enough or strong enough or talented enough; they will say you’re the wrong height or the wrong weight or the wrong type to play this or be this or achieve this. THEY WILL TELL YOU NO, a thousand times no, until all the no’s become meaningless. All your life they will tell you no, quite firmly and very quickly. AND YOU WILL TELL THEM YES.”
• “That’s right. I’m out of here. Do not chase me down or text me or try to talk me into going out to lunch. I don’t have time to figure out if I have time for a run. I’m just going. The world will not fall apart in my absence. I might miss somebody’s birthday cake or a discussion of last night’s season finale. Even if I do, who cares. I’m coming back with a state of mind three coffees, two flirtatious emails and a week of vacation can’t buy. Just do it.”
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NIKE DISTRIBUTION & CHANNELS Nike is a extremely focused and highly centralized company. Management is completely focused on core corporate functions, such as brand building and supply chain management. Nike has few number retail store in countries has its presence. Nike has relocated most of its manufacturing in third world countries where it has 700+ contract factories producing footwear and clothing. In that production unit has around 800,000 workers. Nike here uses low cost Manufacturing Strategy. Nike has a significant product design and creation center in Montabelluna, Italy. Nike has learned and shared them with its manufacturing partners in Asia. All that is done under preview of internal R&D facility in headquarter in Oregon. With co-‐ordinate move with different department and furnishing product at every level give Nike incredible sportswear product in the athletic industry. SWOT ANALYSIS Strength Weakness
Opportunities Threats
High Customer satisfaction Strong Global market share
Strong marketing and advertisment Strong R&D
High product quality Brand Recognition
Outsourced Manufacturing units Limited Presence in countries
High Pricing Limited market share in developing countries
Decreasing market share in USA
Emering market in developing countries New Tornament like IPL, ISL etc Woment segment in athletics
Increase R&D
Heavy competition from rivals Economic Rescission Fluctuation in currency Customer dissatisfaction
SWOT ANALYSIS
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PRICING STRATEGY Nike spends huge money on marketing to bring its products top of the line. Customer buys nike product as of the symbols. Symbols defines that top athletics use nike. Nike uses Value based pricing and Price Leadership Strategy in which company expects that customer will pay higher price and get quality product, which has longer life cycle than any other product down the same line of price. It also attracts people attention through different discounts, membership; seasonal sales to mark down price to get rid of unwanted stock etc. Nike Free, Nike Air Make, Nike Shox, Nike Air Jodan, Nike+, Nike Airforce1 and Nike Kobe are bestsellers in India, USA, Canada, Europe and China Nike uses Psychological pricing the theory that certain prices have a psychological and emotional impact. The retail prices are often expressed as “odd prices” which is little less than round number. For Example price like 3999.99, 299.99 here customer thinks that they are spending 3000, 200 instead of 4000, 300. Nike also uses Segmented pricing, through this theory nike target different customer of different ages. Nike make Air Max for adult and children and the price are different for each. But the cost to make an adult sneaker versus a children’s sneaker does not vary much. So here they have profit.