ASSINGMENT

ON

MARKETING MANAGEMENT

Submitted

By:

Swayam Prabha

Submitted

To:

Mr. Santosh

Department of Faculty of Management Studies

National Institute OF Fashion Technology

Ministry Of Textile

Bhubaneswar
 INTRODUCTION
To bring inspiration and innovation to every athlete* in the world.
* If you have a body, you are an athlete.

When Nike co-founder Bill Bower man made this observation many years ago,
he was defining how he viewed the endless possibilities for human potential in
sports. He set the tone and direction for a young company called Nike, and
today those same words inspire a new generation of Nike employees. Our goal
is to carry on his legacy of innovative thinking, whether to develop products
that help athletes of every level of ability reach their potential, or to create
business opportunities that set Nike apart from the competition and provide
value for our shareholders. It started with a handshake between two visionary
Oregonians - Bower man and his University of Oregon runner Phil Knight.
They and the people they hired evolved and grew the company that became
Nike from a US-based footwear distributor to a global marketer of athletic
footwear, apparel and equipment that is unrivalled in the world. Our world
headquarters is located near Beaverton, Oregon, a suburb of Portland. So while
the Pacific Northwest is the birthplace to Nike, today we operate in more than
160 countries around the globe. Through our suppliers, shippers, retailers and
other service providers, we directly or indirectly employ nearly one million
people. That includes more than 30,000 Nike employees across six continents,
each of whom makes their own contribution to fulfil our mission statement: to
bring inspiration and innovation to every athlete* in the world.
 HISTORY

Founded as an importer of Japanese shoes, NIKE, Inc. (Nike) has grown to be the world's
largest marketer of athletic footwear and apparel. In the United States, Nike products are sold
through about 20,000 retail accounts; worldwide, the company's products are sold in about
110 countries. Both domestically and overseas Nike operates retail stores, including Nike
Towns and factory outlets. Nearly all of the items are manufactured by independent
contractors, primarily located overseas, with Nike involved in the design, development, and
marketing. In addition to its wide range of core athletic shoes and apparel, the company also
sells Nike and Bauer brand athletic equipment, Cole Haan brand dress and casual footwear,
and the Sports Specialties line of headwear featuring licensing team logos. The company has
relied on consistent innovation in the design of its products and heavy promotion to fuel its
growth in both U.S. and foreign markets. The ubiquitous presence of the Nike brand and its
Swoosh trademark led to a backlash against the company by the late 20th century,
particularly in relation to allegations of low wages and poor working conditions at the
company's Asian contract manufacturers.

ADVERTISING

Nike, . is a major publicly traded sportswear and equipment supplier based in the United
States. The company is headquartered near Beaverton, Oregon, which is part of the Portland
metropolitan area. It is the world's leading supplier of athletic shoes and apparel and a major
manufacturer of sports equipment with revenue in excess of $18.6 billion USD in its fiscal
year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people
worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered
in the state of Oregon, according to The Oregonian.

The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and
Philip Knight and officially became Nike, Inc. in 1978. The company takes its name from
Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as
Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole
Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later
renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and
equipment, the company operates retail stores under the Niketown name. Nike sponsors many
high profile athletes and sports teams around the world, with the highly recognized
trademarks of "Just do it" and the Swoosh logo.
PRODUCT RANGE
Nike produces a wide range of sports equipment. Their first products were track running
shoes. They currently also make shoes, jerseys, shorts, baselayers etc. for a wide range of
sports including track & field, baseball, ice hockey, tennis, Association football, lacrosse,
basketball and cricket. Nike Air Max is a line of shoes first released by Nike, Inc. in 1987.
The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes,
designed for skateboarding. Nike has recently introduced cricket shoes, called Air Zoom
Yorker, designed to be 30% lighter than their competitors'. In 2008, Nike introduced the Air
Jordan XX3, a high performance basketball shoe designed with the environment in mind.

Nike sells an assortment of products, including shoes and apparel for sports activities like
association football,[18] basketball, running, combat sports, tennis, American football,
athletics, golf and cross training for men, women, and children. Nike also sells shoes for
outdoor activities such as tennis, golf, skateboarding, association football, baseball, American
football, cycling, volleyball, wrestling, cheerleading, aquatic activities, auto racing and other
athletic and recreational uses. Nike is well known and popular in youth culture, chav culture
and hip hop culture as they supply urban fashion clothing. Nike recently teamed up with
Apple Inc. to produce the Nike+ product which monitors a runner's performance via a radio
device in the shoe which links to the iPod nano. While the product generates useful statistics,
it has been criticized by researchers who were able to identify users' RFID devices from
60 feet (18 m) away using small, concealable intelligence motes in a wireless sensor network.

In 2004, they launched the SPARQ Training Program/Division.

Some of Nike's newest shoes contain Flywire and Lunarlite Foam. These are materials used
to reduce the weight of many types of shoes.

The 2010 Nike Pro Combat jersey collection will be worn by Miami, Alabama, Boise State,
Florida, Ohio State, Oregon State, TCU, Virginia Tech, West Virginia and Pittsburgh. Teams
will wear these jerseys in key match ups as well as any time the athletic department deems
necessary.

Manufacturing
Nike has contracted with more than 700 shops around the world and has offices located in 45
countries outside the United States. Most of the factories are located in Asia, including
Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia.
Nike is hesitant to disclose information about the contract companies it works with. However,
due to harsh criticism from some organizations like CorpWatch, Nike has disclosed
information about its contract factories in its Corporate Governance Report.

Marketing strategy

Nike's marketing strategy is an important component of the company's success. Nike is

positioned as a premium-brand, selling well-designed and expensive products. Nike lures
customers with a marketing strategy centering around a brand image which is attained by
distinctive logo and the advertising slogan: "Just do it". Nike promotes its products by
sponsorship agreements with celebrity athletes, professional teams and college athletic teams.
However, Nike's marketing mix contains many elements besides promotion. These are
summarised below.

Advertising

In 1982, Nike aired its first national television ads, created by newly formed ad agency
Wieden+Kennedy, during the New York Marathon. This was the beginning of a successful
partnership between Nike and W+K that remains intact today. The Cannes Advertising
Festival has named Nike its 'advertiser of the year' on two separate occasions, the first and
only company to receive that honor twice (1994, 2003).

Nike also has earned the Emmy Award for best commercial twice since the award was first
created in the 1990s. The first was for "The Morning After," a satirical look at what a runner
might face on the morning of January 1, 2000 if every dire prediction about Y2K came to
fruition. The second Emmy for advertising earned by Nike was for a 2002 spot called
"Move," which featured a series of famous and everyday athletes in a stream of athletic
pursuits.
In addition Acquisitions
This section is in a list format that may be better presented using prose. You can help by
converting this section to prose, if appropriate. Editing help is available. (February 2010)

 As of November 2008, Nike, Inc. owns four key subsidiaries: Cole Haan, Hurley International,
Converse Inc. and Umbro.
 Nike's first acquisition was the upscale footwear company Cole Haan in 1988.
 In February 2002, Nike bought surf apparel company Hurley International from founder Bob
Hurley,
 In July 2003, Nike paid US$305 million to acquire Converse Inc., makers of the iconic Chuck
Taylor All Stars.
 On March 3, 2008, Nike acquired sports apparel supplier Umbro, known as the
manufacturers of the England national football team's kits, in a deal said to be worth £285
million (about US$600 million).
 Other subsidiaries previously owned and subsequently sold by Nike include Bauer Hockey
and Starter. To garnering awards, Nike advertising has generated its fair share of
controversy:

SWOT Analysis Nike, Inc.

Strengths.
 Nike is a very competitive organization. Phil Knight (Founder and CEO) is often
quoted as saying that 'Business is war without bullets.' Nike has a healthy dislike of is
competitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the
games. Nike did not. However Nike sponsored the top athletes and gained valuable
coverage.
 Nike has no factories. It does not tie up cash in buildings and manufacturing workers.
This makes a very lean organization. Nike is strong at research and development, as is
evidenced by its evolving and innovative product range. They then manufacture
wherever they can produce high quality product at the lowest possible price. It prices
rise, and products can be made more cheaply elsewhere (to the same or better
specification), Nike will move production.

Nike is a global brand. It is the number one sport brand in the World. Its famous
‘Swoosh’ is instantly recognisable, and Phil Knight even has it tattooed on his ankle.

Weaknesses.
  The organization does have a diversified range of sports products. However, the
income of the business is still heavily dependent upon its share of the footwear
market. This may leave it vulnerable if for any reason its market share erodes.
 The retail sector is very price sensitive. Nike does have its own retailer in Nike Town.
However, most of its income is derived from selling into retailers. Retailers tend to
offer a very similar experience to the consumer. Can you tell one sports retailer from
another? So margins tend to get squeezed as retailers try to pass some of the low price
competition pressure onto Nike.

Opportunities.
 Product development offers Nike many opportunities. The brand is fiercely defended
by its owners whom truly believe that Nike is not a fashion brand. However, like it or
not, consumers that wear Nike product do not always buy it to participate in sport.
Some would argue that in youth culture especially, Nike is a fashion brand. This
creates its own opportunities, since product could become unfashionable before it
wears out i.e. consumers need to replace shoes.
 There is also the opportunity to develop products such as sport wear, sunglasses and
jewellery. Such high value items do tend to have associated with them, high profits.
 The business could also be developed internationally, building upon its strong global
brand recognition. There are many markets that have the disposable income to spend
on high value sports goods. For example, emerging markets such as China and India
have a new richer generation of consumers. There are also global marketing events
that can be utilised to support the brand such as the World Cup (soccer) and The
Olympics.

Threats.
 Nike is exposed to the international nature of trade. It buys and sells in different
currencies and so costs and margins are not stable over long periods of time. Such an
exposure could mean that Nike may be manufacturing and/or selling at a loss. This is
an issue that faces all global brands.
 The market for sports shoes and garments is very competitive. The model developed
by Phil Knight in his Stamford Business School days (high value branded product
manufactured at a low cost) is now commonly used and to an extent is no longer a
basis for sustainable competitive advantage. Competitors are developing alternative
brands to take away Nike's market share.
 As discussed above in weaknesses, the retail sector is becoming price competitive.
This ultimately means that consumers are shopping around for a better deal. So if one
store charges a price for a pair of sports shoes, the consumer could go to the store
along the street to compare prices for the exactly the same item, and buy the cheaper
of the two. Such consumer price sensitivity is a potential external threat to Nike.