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Began in 1964 as Blue Ribbon Sports Renamed Nike in 1978, after the Greek Goddess of Victory Headquartered in Beaverton, Oregon
Nikes story
No. 25 Brand in the world
Today
Nikes story
=
Wing of statue of Nike
Nikes story
Nikes story
From this
Nikes story
to this.
Nikes story
The Competitive Landscape
33%
22%
8%
3%
Nikes story
Target Consumers
Primary
Young Males, 18-35 Independent Discriminating
Secondary
Males, 35-60 Fatherly Indulgent
Emergent
Females, 18-35 Rebellious Single-minded
Yuppie
Buy-me Dad
Tomboy
Nikes story
Purchase Motivations
Primary
Young Males, 18-35 Independent Discriminating
Yuppie
Nikes story
Purchase Motivations
Secondary
Males, 35-60 Fatherly Indulgent
Child Satisfaction
Buy-me Dad
Nikes story
Purchase Motivations
Emergent
Females, 18-35 Rebellious Single-minded
Tomboy
Nikes story
Subsidiaries
Brand extensions
Nikes story
Subsidiaries
Prestigious Dress Shoe Brand Manufactures Other Luxury Leather Goods as Well Recently incorporated Nike Air-Sole Technology for better comfort
Nikes story
Subsidiaries
World-renowned brand for soccer apparel Ofcial partner of English national football team
Nikes story
Subsidiaries
Immediately Recognizable Legacy Brand Former market leader in basketball shoes Currently being remodeled into a street fashion brand
Nikes story
Subsidiaries
Premium brand for skateboarding footwear Prized for its lightness and comfort, compared to competitor brands Also has beachwear
Nikes story
Brand extensions Nike+
Line of Support Technology products for use in sports Developed in partnership with Apple Includes line of Nikebranded iPods designed for running
Nikes story
Brand extensions Air Jordan
Brand of performance sportswear and footwear inspired by Michael Jordan Jumpman logo is one of world's most recognizble Launched the Athlete-as-Brand concept, carried through into today
Nikes story
Brand extensions Nike Skateboarding
Nike's attempt to break into the skateboarder counterculture Colors are often quite loud and attention-grabbing Regularly releases limited Collector's Edition SKUs to induce completionism and compulsion to buy
Nikes story
Brand extensions
Nike's line of highperformance golf products, including its own line of clubs Not to be confused with the subbrand of Tiger Woods
Nikes story
Brand extensions
Brand of ice and eld hockey equipment formerly owned by Nike Bauer was sold off in 2008
Nikes story
Athletes-as-Brands
Nike's marketing strategy is to create brands out of athletes, and then to have those athletes represent what Nike itself is about. These athletes become so recognizable, they reach "one-name status", meaning mentioning them by their rst names alone will register immediate recognition.
Nikes story
For Example
Kobe
LeBron
Roger
Tiger
Rafa
Nikes story
and of course
Michael
Nikes story
As brands themselves, brand athletes have their own logos
Nikes story
and all have their own advertising campaigns
http://www.youtube.com/watch? v=WSqBqJALv14
http://www.youtube.com/watch? v=liHWygx8bSw
http://www.youtube.com/watch? v=mulAi7cno2Y
http://m.youtube.com/index? desktop_uri=%2F&gl=PH#/home
http://www.youtube.com/watch? v=UG18vhRjGLI&feature=related
Nikes story
which are usually run by Nike's Agency of Record.
Relationship with Nike since its establishment in 1982 Named Agency of the Year by AdAge in 2010 Corporate ofces in Tokyo, New York, London, Amsterdam, Delhi, Sao Paulo Head ofce near Nike's, in Portland, Oregon
Nikes story
Greatness Excellence Superiority
= Superstar
Nikes story
Strengths
Extensive visibility through brand-athletes Supreme condence in branding message Almost limitless resources for product development Diverse portfolio
Opportunities
Constant inux of potential Nike athletes and teams provides regular brand refreshing Emerging brand equity with women
Weaknesses
Threats
Nikes story
Recommendations
Leverage emergent women's market with more female brand-athletes Engage in more community-centered activities, such as tness programs for children, to boost corporate social responsibility Consider purchasing smaller players in the market to reduce playing eld