Nike brand audit final ppt

SANTHOSH WILSON AJIT JOSE MATHEW 12781528 12774704

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

NAME• Greek God of winning

• Symbol of a wing

• Promote Victory and Winning

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

NIKE’S BRAND IDENTITY

NIKE’S BRAND IDENTITY

NIKE’S BRAND IDENTITY

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

EVOLUTION OF SWOOSH LOGO

•Created by graphic design student at Portland State University in 1971•Received $35 for the design and unknown amount of stock in Nike•Now one of most famous logos and trademarks in the world

COMPETITOR ANALYSIS

COMPETITOR ANALYSIS

2013

Nike has a dominate global

market share of 41%

Adidas is 8.2%

Reebok is 3.2%

COMPETITOR ANALYSISSPORT

NIKE ADIDAS REEBOK NEW BALANCE

WalkingX X X X

Basket BallX X X X

ChildrensX X X X

TennisX X X X

LifestyleX   X  

SkatingX   X  

Cross

Training

X X X X

SoccerX X X X

Running X X X  

COMPETITOR ANALYSIS-BRANDING STRATEGY

COMPANY STRATEGY

NIKE ATHLETIC, INFLUENTIAL,

OUTGOING,AGGRESSIVE, AMERICAN WAY OF

LIVING

ENDORSES THE BEST ATHLETES

STYLE OVER QUALITY

ADIDAS,REEBOK SOPHISTICATED PRODUCT QUALITY

COLLABORATING WITH URBAN CULTURE

SPONSORING SPORTS EVENTS

PUMA ELEGANT,COLOURFUL, SPONTANEOUS,

FASHION SHOWS

TARGETS TRACK AND FIELD MARKET

OTHER COMPANIES TRYING TO CAPTURE MARKET SHARE- VERY

DIFFICULT WITHOUT SPENDING A LOT OF MONEY

http://www.youtube.com/watch?v=aPkyPdubqDs

SOME FAMOUS PEOPLE WHO WERE SUPPORTED BY NIKE

Emotional

Authentic Athletic

Descriptive

Performance

Function

Authentic : Nike’s features the best products in all the segments of sports and athletics that makes it the first preference for amateurs and professionals.

Athletic: Nike creates an athletic like feel through the use of its high end products. Often times it is the sole reason for purchasing a Nike product to be

get that feel of higher performance.

Performance : Nike’s products help in training harder, running faster, aiming higher, being stronger that in turn helps in building up the performance and

endurance of the performer.

Brand Mantra

SWOT ANALYSISStrength:

Extensive visibility through brand athletes. Strong research and development team. No.1 sports brand in the world. Manufactures 30% lighter shoes than the competitors. Offers their product world wide.

WEAKNESS

Profits are largely depend on footwear products.Products are highly priced.In Cambodia and Pakistan their have been

allegations for child labour and poor working conditions.

Nike has a lack of its own stores.

NIKE’S OVERALL REPUTATION

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

WellBelow

Average

BelowAverage

Average AboveAverage

WellAbove

Average

NoOpinion

Nike's Overall Reputation

OPPORTUNITIES

• Produce sportswear products by recycling manufacturing waste.

• Expansion into sports sunglasses and jewellery items.

• Improve brand image by supporting events such as World cup and Olympics.

THREATS

Smart competitors like Adidas,Reebok,Puma etc.

Competitors are trying to copy Nike's business model.

Different currencies used in the International trade.

Competitors are becoming more aggressive and creating high quality products.

Recession

Consumers are searching for the lowest price products.

Nike is a premium brand – so consumers will start shifting towards lower priced brands.

RECOMMENDATION

Engage more in community centred activities such as charity programmes, fitness programmes for children to boost up corporate social responsibility.

Invest more in R & D.

Targeting Asian pop culture such as pop singers, bollywood etc

Strengthen distribution in regions where Nike is currently losing sales(ie , footwear's in US region)

Open Nike’s own retail stores world wide.

Going deeply into e-commerce can increase sales due to high internet users.

SLOGAN