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• The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971

• Nike designs, develops and markets footwear, apparel, equipment & accessory.• Largest seller of athletic footwear, athletic

apparel and athletic gear.• Market share of 30%.• 120 Countries, 921 stores worldwide, 120 in

India• $8000 $13.74 bn

Role of Market Research in Nike Inc.• To determine future growth through understanding

consumer behavior and innovation.• Shift from traditional Runners and Basketball shoes to Golf,

Polo and Soccer.Eg. Nike Swoosh

• Spending's on brand awareness and licensing, celebrity endorsements , massive advertisements.

• Association of players with its products.

• Market Segmentation.1. Ultimate Athletes2. Athletics participant3. Consumer influenced with sports culture.

• Concentration on different sports of different countries.• Major Sporting events.• 97% US recognition.

Challenge:

1. Traditional Image2. Brand Equity & Brand Meaning3. Enhance Image4. Increase focus on Women, Gym & Fitness lovers.5. Government subsidized employees eg. Military, Police etc.

Case Analysis:

Q. Nike would like to increase its share of the athletic shoe market. Define the management decision problem.

Q. Define appropriate marketing research problem corresponding to the management decision problem you have identified.

Q. Develop a graphical model explaining consumers selection of a brand of athletic shoes.

Q. How can qualitative research be used to strengthen the image of Nike? Which qualitative research techniques should be used and Why?

Q. Develop Likert, semantic differential, and Staple scales of evaluating the durability of Nike running shoes.

1. LIKERT SCALE- A Likert scale is a psychometric scale commonly involved in research employing questionnaire.The format of a typical five-level Likert item, for example, could be:1. Strongly disagree2. Disagree3. Neither agree nor disagree4. Agree5. Strongly agree

Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement. Sometimes an even-point scale is used, where the middle option of "Neither agree nor disagree" is not available. This is sometimes called a "forced choice" method, since the neutral option is removed.

LIKERT SCALE FOR DURABILITY OF NIKE SHOES

A] Nike running shoes are suitable for use throughout all the seasons.• Strongly disagree• Disagree• Neither agree nor disagree• Agree• Strongly agree

B] Nike running shoes are durable for more than 1 year.• Strongly disagree• Disagree• Neither agree nor disagree• Agree• Strongly agree

C] Nike running shoes are of the best quality and are rough and tough in use.• Strongly disagree• Disagree• Neither agree nor disagree• Agree• Strongly agree

2. SEMANTIC DIFFERENTIAL-

• Semantic differential is a type of a rating scale designed to measure the connotative meaning of objects, events, and concepts. The connotations are used to derive the attitude towards the given object, event or concept.

QUESTION] Rate the Nike Running shoes on the following scale.

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-

Fashioned

Inexpensive Expensive

Comfortable Uncomforta

ble

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-

Fashioned

Inexpensive Expensive

Comfortable Uncomforta

ble

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-

Fashioned

Inexpensive Expensive

Comfortable Uncomforta

ble

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-

Fashioned

Inexpensive Expensive

Comfortable Uncomforta

ble

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-

Fashioned

Inexpensive Expensive

Comfortable Uncomforta

ble

+3 +2 +1 0 -1 -2 -3

Durable Not Durable

Good Bad

Modern Old-Fashioned

Inexpensive Expensive

Comfortable Uncomfortable

3. STAPLE SCALE-

• This is a unipolar ten-point rating scale. It ranges from +5 to −5 and has no neutral zero point.

QUESTION] Rate Nike running shoes on the following parameters depending on your experience or your knowledge about the product.

+5 +4 +3 +2 +1 -1 -2 -3 -4 -5

Durability

Comfort level

Value for money

Design

Reliability

Finishing

Q. Should Nike invest by opening more upscale company retail stores such as a Nike Town?

• Study the need for such an outlet• Competitor survey-studying the market share• Need analysis by questionnaire

• Study the customer loyalty for Nike• Consumer online buying behavior• Consumer Brick & Mortar (retail) buying behavior• Nike Loyalty card• Questionnaire

Q. Develop a sampling Plan for administering the survey in question 5.

• Demographics & segmentation• Study different parts of the city• Sports clubs & playgrounds• Joggers park• Education institutes for youth• Major sports events• Gyms & health clubs• Online sports pages for survey

Techniques for collecting data

• Simple Random Technique1. B2C-Questioner2. B2B-Interviews

Q. Develop a questionnaire for measuring the image of Nike, Reebok and Adidas.

Questionnaire:

What is your age?a)18 to 25 b) 26 to 35 c) 36 to 45 d) 45 and above

What is your gender?a)Male b) Female

Which brand do you prefer?a)Nike b) Adidas c) Reebok

Which brand do you use the most?a)Nike b) Adidas c) Reebok

Which brand has more variety?a)Nike b) Adidas c) Reebok

Which brand gives better prices?a)Nike b) Adidas c) Reebok

Which brand has better quality?a)Nike b) Adidas c) Reebok

Which brand do you see the most in advertisements?a)Nike b) Adidas c) Reebok

Which brand is most easily available?a)Nike b) Adidas c) Reebok

Presented By:1. Aniket A. Barapatre 1232. Darshan Patil (Impact) 1553. Digja Khanvilkar 1414. Inda Khopkar 1435. Nishant Somani 1706. Sangram Singh Powar 1597. Sanket Yadav (Impact) 180

Thank You…