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Presented By

Kamta PrasadPGDM (Trim. –IV)Disha School of Management

Just Do It

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Company Profile

Major publicly traded sportswear and equipment supplier ,based in the United States.

Headquarter is in Beaverton, Oregon. It is the world's leading supplier

of athletic shoes and apparel and a major manufacturer of sports equipment.

Founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. in 1978.

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The name Nike was inspired by ancient Greek goddess of victory.

The name helped Nike to build a strong association and image in its advertising campaigns.

Operating across 160 countries with there 400 retail stores which is called “Niketown” .

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.

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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.

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The Journey

In the yr. 1964 the came with a product named “Tiger” with a Japanese shoe manufacturing company.

Tiger is a low cost high quality shoe.

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The company launched the first Nike Shoes “Moon” in the 1972

* Product Features- -Waffle outsole which

revolutionized running by offering better traction.

- Lighter weight - more durable shoe * Sales grew from $10 mn to $

270 mn.

Waffle outsole

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The waffle trainer is introduced in 1974, which quickly becomes the best selling training shoe in the country.

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1977. Former aerospace engineer Frabk Rudy and Nike create the first Air- sole units: durable bags filled with pressurized gas that compress under impact, then spring back. The result is Nike air cushioning, the single greatest footwear cushioning innovation ever developed.

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The first nike basketball shoe. 1982

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In 1980,s they are more customer centric and launched new brands like Air Jorden, Cross Trainer, Air pressure, and Aqua Sock .

Nikes US revenue dropped 6% during 1983.

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Problems in mid 1980s:1. Demographic changes - baby boomers pushed into their late forties & felt less like running.2. Market for running shoes become highly segmented (mature

market)-many different models for every nuisance of customer need.

3. Competition-Reebok create new market orientations to sell sneakers based on fashion rather than performance

Results from the problem1. 1984- Nike’s unit sales decreased 17%

- market share declined 31% to 24%2. 1987- have only 18.6 % share of shoes market

Action taken1. Introduced technological features to enhance shoes performance.2. Use of celebrities as spokesperson. Air Jordan was a major hit. 3. Using advertising as marketing strategy

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In 1988 Nike breaks new ground with the acquisition of Cole Haan. The American luxury brand makes men’s and women’s footwear, accessories and outwear focusing on craftsmanship, design innovation and character.

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In 1990 Nike introduced Tensile Air, a dress shoe with air-cushioning system.

Nike started the concept of “Niketown” a retail store format .

Through these Nike suppressed there competitor Like Reebok & Addidas and controlled about 40% market.

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Challenge in late 1990s

1)Shoe market had changed-younger customer favors of hiking boots & more casual footwear.-teens began participating in nontraditional ‘extreme’ sport.

NIKE responded by introducing ACG (all-condition gear)

2) Controversy surrounding its overseas labour practices-Nike being accused of utilizing sweatshop labour in developed nations. Protest sprang.

NIKE created corporate & social responsibility department.

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1997. Nike designers approach the design of the first running watch from a different angle – literally. The Nike Triax is honored as the IDSA’s “Design of the decade.”

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Problem in 2000

Revenue dropped to $9 bn. Unable to identify the shift of trend

from athletic white shoe to urban, brown shoe.

Involved in squabbles with 2 large universities over those school’s endorsement of the Worker Right Consortium.

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2000. Nike Air Presto, otherwise known as “t-shirt for your feet,” is launched. It’s a revolutionary approach to it, comfort and sizing in a lightweight running shoe, available in sizes XXS, XS, S, M, L, XL.

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2000. Nike Golf sales surge after Tiger Woods switches to Nike Precision Tour Accuracy golf balls and wins three majors during the season. Nike golf balls were introduced in 1998.

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From 2001-2004

Sales grew up by 51% Added more brands to there portfolio as a part of its

growth strategy. *From 2008 - 2009 Revenue in Fiscal Year 2008 totaled over $18.6

billion. A global slowdown in retail sales and consumption,

has hit Nike hard. In fiscal 2009 (ending May 31, 2009), Nike's revenue grew only 3% to $19.2 billion, with net income falling 21% to $1.5 billion, and the company expects lower revenues in the first half of 2010.

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Nike Products

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Newest products

Nike Sphere Long Sleeve Half-Zip Tech Top This high performance running top features Nike

Sphere Dry fabrication that breathes and wicks sweat for cooler, drier wear and running-specific gussets offer an expanded range of motion.

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The Nike Air Zoom Vomero+ 2 running shoe features a breathable mesh upper with supportive overlays, an external anatomically shaped heel counter. Nike+ pocket under the sockliner provides a secure place for your Apple iPod sensor. Zoom Air unit in the heel and forefoot combines with a full Nike Cushlon midsole for a supremely cushioned, responsive ride.

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Add. Campaign & consumer relationship

No. of celebrities have done Nike adds like

- Tiger Woods –Golfer - Michel Schumacher & Felipe Massa–

sport racer - Pete Sampras, Andre Agassi, Roger

Federer, Rafel Nadal, Maria Sharapova - Tennis

- Cristiano Ronaldo , Ronaldinho – Footbal

Miami, Pennsylvania, Michigan, Nevada University sports teams.

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Nike’s focus

Dedication & effort needed to excel in sports & satisfaction

Personal benefit associated using its product and the values satisfied by the product used.

Creates an image of ‘performance, competition, achievement, & doing your personal best’

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Bibliography

www.google.com Brand Management (Icfai journal) Nike official website

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