NIKE CASE STUDY

PRESENTED BYVIREN PATEL

VIMAL SHARMAMAYANK PATEL

MEHUL PANCHAL

“ To be the world’s leading sports and fitness company”

COMPANY MISSION

• 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!

About Nike

Nike’s Competitors

• Adidas• New Balance• Converse (prior to being bought by Nike in

2003)• PUMA• Sketches U.S.A• Timberland• Under Armour• K-Swiss

•Designed to make a connection to the consumer

•Seldom pitch the product directly or talk about product attributes

•Sometimes don’t even mention the company’s nam, featuring instead only the swoosh logo

•Seek to portray the core values of sport•Collaboration ads with another strong branded product, such as Apple iPod

Advertising Strategy

Advertising Strategy

Performance Equipments:• Bags• Socks• Sport Balls• Eyewear• Timepieces• Electronic Devices• Bats• Gloves• Protective Equipments

Footwear:• Running• Basketball• Soccer• Sport-inspired urban shoes• Children’s Shoes

• Product strategy• Several lines of athletic shoes and apparel• Product mix width consist of athletic shoes, apparel and sports equipment• Product mix depth, for example, in athletic shoes are basketball, running, baseball

etc.

PRODUCT

THERE ARE SOME TYPES OF NEW MODELS

Pricing strategy• Nike use market skimming pricing strategy • Product line pricing

PRICE

Price Rs.2195.00

Category: Shoes

Color: Black, White

Departments: Footwear

Gender: Mens

Material: Synthetic

Sole: PU Sole

Style: Football

Usage: Sports

Price Rs. 2200.00

Category Shoes

Heel Height Flats

Price Rs.2600.00

Category: Shoes

Color White

Departments Footwear

Gender Mens

Heel Height Flats

Style Laced, Cross Training

Usage Sports

Price Rs. 2940

Category Shoes

Color Black

Departments Footwear

Gender Mens

Heel Height Flats

Material Synthetic

Style Laced

Usage Casual,Sports

• Our members enjoy great benefits and personalized services, including:• FREE SHIPPING on orders of $100 or more* (excludes NIKEiD)• FREE RETURNS AND EXCHANGES on all orders*• Express checkout• Exclusive access to seasonal promotions and discounts• Ability to write product reviews• Save and Share your favorite products.• Easy order tracking• Fast Friendly and toll free No :1-800-806-6453.• E-mail a question : get reply with in 24 hours .• E-mail about exclusive member promotion

Promotion

Promotion strategy• Advertizing (repeat messages at low cost many times)• Direct marketing (through e-shop)• Public relations (sponsorship of Manchester United)

PLACEHeadquarters : Washington County, Oregon, United States

• Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States..

•  Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia.

• Nike is hesitant to disclose information about the contract companies it works with. However, due to harsh criticism from some organizations like CorpWatch, Nike has disclosed information about its contract factories in its Corporate Governance Report.