nike-classpresentation-140511132430-phpapp02.pdf
- 2. NIKE’S STORY • • • • Begin in 1964 as Blue Ribbon Sports Renamed Nike in 1978,after the Greek goddess of victory Key people of Nike : Bill Bowerman & Phil Knight Headquarters in Beaverton, Oregon , USA World’s most competitive sports and fitness company Nike employees over 26,000 people Current CEO : Mark Parker Nike is the U.S-based manufacturer of athletic shoes, apparel and sports equipment. Stock symbol: NKE (NYSE) Annual revenue (2008): more than $18billion Founders: Bill Bowerman, Philip Knight Year established: 1964 (as Blue Ribbon Sports) Industry: Sportswear/equipment HQ: Beaverton, Oregon President/CEO: Mark Parker Staff: 30,200 Products: shoes, apparel and sports equipment, accessories Slogan: Just Do It!
- 3. NIKE’S BRAND IDENTITY • SLOGAN: “Just Do It” • LOGO: NIKE SWOOSH • BRAND PERSONALITY: Exciting, spirited, cool, innovative, athletic and aggressive • EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and trendy
- 4. Footwear: Running Basketball Soccer Sport-inspired urban shoes Children’s Shoes Performance Equipments: • Bags • Socks • Sport Balls • Eyewear • Timepieces • Electronic Devices • Bats • Gloves • Protective Equipments
- 6. Nike Also Sells: Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team Provides Licenses to Produce and Sell: Swimwear Cycling Apparel Children’s Clothing School Supplies • Electronic Devices • Eyewear • Golf Accessories • Belts
- 8. The company sells its products to retail accounts, through its owned retail stores, and through a mix of independent distributors and licensees, as well as through Internet Web site ‘nikestore.com’. NIKE inc. has major four subsidiaries which are: Converse Cole Haan Holdings Nike Bauer Hockey Hurley International Sales Technique
- 9. Brand image Web site of the Nike Customer preferences Update itself timely Product diffrentiation
- 10. Product Price Place Promotion
- 13. very light to walk I feel comfortable Hug my feet Nike “ JUST DO IT
- 14. Competitive Advantage – something which gives the organisation some advantage over its rivals Brand Positioning and Brand Architecture Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).
- 15. Athletic Shoe Market Share 2005 Nike 39.2% Adidas 15.1% Reebok 10.9% New Balance 9.4% K-Swiss 3.6% Timberland 2.9% Asics 2.1% Saucony 1.4% Athletic Shoe Market Share, 2000 2005
- 17. Product Market -
- 18. In 2008 sales revenue of Nike was 14% more than that in the previous year Chart 1: Revenue performance (fiscal year 2004-2008, 5-year CAGR 11%) 12,253 13,740 14,955 16,326 18,627 - 5,000 10,000 15,000 20,000 2004 2005 2006 2007 2008 Source: Nike,Inc. 2008
- 19. o As we see from chart 2 the earning per share of Nike in 2008 is 28% more in comparison to the previous year. Chart 2: Nike,Inc. EPS performance (fiscal year 2004-2008, 5- year CAGR 22%) $1.75 $2.24 $2.64 $2.93 $3.74 $0.00 $1.00 $2.00 $3.00 $4.00 2004 2005 2006 2007 2008 Source: Nike,Inc. 2008
- 20. International marketing Chart 3: Revenue distribution (Fiscal Year 2008 vs 2004) We can conclude that revenue increased by 6% at international markets. Other businesse s, 1 % US, 3 % 20 4 Other businesse s, 12% Internation al, 49% US, 39% 200 4
- 21. Strategic Planning: Business Definition Target Consumer What do we want them to THINK What do we want them to FEEL How do we want them to ACT Brand DESTINATION Nike
- 22. Competitive strategies adopted by NIKE Holistic Marketing Innovative and Niche products Increased Value Chain Breakthrough Marketing Selective Distribution Participating in events and shows Endorsing sports personalities
- 24. • Poor Labor Practices in Asian Countries • Child Labor in Cambodia and Pakistan • Vigorous overtime • Paid below low wages • Verbal abuse and sexual harassment • Poor Health and Safety conditions • Poor medical facility • Restrictions on drinking water
- 25. Company should follow Corporate Social Responsibily Nike should hier 3rd party for audits Nike should work with General Federation Of Labor and Labor Union Nike should work with other shoe manufacturers, provides fair wages to the workers Recommendations
- 26. Presented By:- Ashik- - - - Dipu- 132- 9 -0-13 Salauddin- 132- -0-13 Rakib- 132- -0-13 Tusher- 132- -0-13 Rabbi- - - - Parvas- 132-098-0-135