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NIKE

PRESENTED BY:ANUBHAV CHOUDHARY

OBJECTIVE OF PRESENTATION
SALES AND MARKETING STRATEGIES OF NIKE INC.

INTRODUCTION TO NIKE
Est.

in 1962 in Oregon. Phil Knight and Bowerman are the founder of the nike. Nike started small and now has covered the U S and international

It officially became Nike, Inc. in 1978

WHAT NIKE DOES

Create authentic athletic footwear, apparel, equipment and accessories for sports and fitness enthusiasts Through subsidiaries, design and sell a line of mens and womens dress and casual shoes and accessories

BUSINESS STRUCTURE
Operating Segments:
-Footwear -Apparel -Equipment

Operating Regions:
US Europe, Middle East

and Africa (EMEA) Asia Pacific Americas

VISION
To bring inspiration and innovation to every athlete* in the world
o

Continue to bring inspiration to present and future athletes, while maintaining the company's standard of quality for its products.

(* If you have a body, you are an athlete Bill Bowerman, co-founder)

MISSION
To

lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services for Nike

MARKETING STRATIGIES

A Nike ad in Soccer America magazine that delivered the massage to Europe, Asia and Latin America. Part of its message mentioned to their local investors to better invest in some deodorant. INNOVATION :Manufacturing new product according to changing fashion and changing customer taste.

MARKETING STRATIGIES CONT.

A Nike advertising campaign at the Atlanta Olympic Games with the slogan "You don't win silver, you lose gold."

SELLING STRATEGIES

Nike wanted to go online, but very cautiously as to not ruin the company. They took baby steps and eventually sold its products online. Nike had a problem with the pricing model online. They did not want to offer different prices online for a few reasons. If Nike offered lower prices online, companies that buy shoes from Nike would now compete with Nike. They decided to offer the same prices online as they would of offline.

SELLING STRATEGIES CONT.

Nike did not want to allow everyone to sell their shoes online, and risk possibly ruining the Nike brand. The deal with FogDog allowed them to sell their shoes online, and no one else.

DISTRIBUTERS

In 1966,NIKE INC. opened its first retail store in SANTA MONIKA,CALIFORNIA. It sells its products to approximately 18,000 retail accounts in the United States. Nike is having its distributors, licensees and subsidiaries in nearly 200 countries.

SWOT ANALYISES

STRENGTHS

Strong and meaningful response to labor criticisms High quality products and good overall reputation Phil Knights management and leadership Brand recognition and effective marketing

WEAKNESSES

Poor communication of labor practices


Insufficient line of affordable shoes Uninformed factory workers

OPPORTUNITIES

Increased sales due to the strengthening economy More positive public perception of Nikes social responsibility Growth through increased presence in lowto mid-priced shoe market

THREATS

Increased awareness of human rights Growing competition Competitors attracting female consumers Mounting disapproval of alleged corporatization of college athletics

BRAND AND LOGOS


The Swoosh only cost $35 Memorable, simple in form, workable in all sizes, invokes a strong signal

EVOLUTION OF THE SWOOSH LOGO

NIKE DOMINANCE
Comparison of Annual Revenue
10

2001 Annual Sales (In Billions)

9 8 7 6 5 4 3 2 1 0

Nike

Fila

Reebok

New Balance

Adidas

Corporation

ATHLETIC SHOE MARKET SHARE, 2007

ACQUISITIONS

In July 2003,Nike paid $305 million to acquire CONVERSE. 2007: On 23rd October 2007, it was announced that the sports apparel supplier Umbro, known as the manufacturers of the England national football team's kits, had agreed to be bought by Nike in a deal said to be worth 285 million. On 3 March 2008 UMBRO was completely acquired by NIKE INC.

IMPORTANT STAKEHOLDERS

Fogdog Deal
1999 Nike signed a deal with Fogdog to only

allow them to sell their entire Nike product line for 6 months.

Top Accounts including The Athletes Foot. UPS for pick, pack, and ship.

COMPETITION

Adidas Converse Reebok New Balance

COMPETITIVE RISKS

Had little experience selling directly to customers The competition was going online just as fast or faster than Nike, offering some product lines. The competition was more willing to have retailers sell their products online.

SUGGESTION

As NIKE has gone contract with FOGDOG for online selling which has gone wrong with the company as it had made mad to other retailers and they keep selling the products lazily. The NIKE company should have online selling with some good retailers also to penetrate and capture more markets and end users.

REFRENCE

ANUJ SIR WWW.NIKE.COM GOOGLE SEARCH.