...Cathy Buckland Nike MKTG305-1202A-05 Marketing Management Project Type: Unit 4 Individual Project April 15, 2012 Abstract To get the word out many companies have turned to television and actors and actress for advertising. Nike has made its way through many changes and it has been able to focus on its marketing mix through television ads as well as using billboards, and magazines. Nike Introduction Targeting the market is what every company faces in order to increase sales and in order to keep their company in business. Nike has proven to be able corner and stay one step ahead of the market even in a trying economy it uses athletes, actors and actresses to keep its company going. The brand in today’s market Nike currently has a 47% control of the market with its athletic shoes with sales in the U.S. at 3.7 billion dollars. Nike also targets the market in well over 100 countries which include Europe, and Asia Pacific. Since Nike is such a large producer of many different products its targeting market varies. Nike athletic shoes have been very popular with both the younger crowd as well as adults. Its products are designed with quality this along with the ability to use marketing strategies has continued to keep this company at the top of the list. Nike has used athletes such as Michael Jordan, and Lebron James to promote their products. The strategy allows for the consumers to wear products that they believe in because of the superstar wearing them...
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...Framan Favorite Brand For the past 15 years, I have been a loyalty costumer of Nike shoe. Reason of choice was easy to talk about Nike’s shoe was the design of the shoe, the comfortable of wearing it, and the offering Nike has to offer was great. I’m not trying to say the design of Adidas or Reebok or any other brands of shoe line were bad, I just think Nike have an edge over them. When is come to design, Nike did an outstanding job providing their customers the option to customized their own shoe, “They were one of the pioneering companies that began the whole custom-shoe craze, and it makes sense that their NikeID site is so awesome. Once you get there, choose between a large numbers of athletic shoes to customize. There are tons of details you can customize including: colors, materials, text, width, and more.” ("Design Your Own Shoes", 2013). I had entered the site NikeID a few times and created two pairs of Nike with my own design, and both pairs of shoe turn out how I wanted at the first place. I believed with this method of marketing Nike introduced to the customers was superior, its allowing people to create or build the pairs of shoe of how they wanted and also the price was the same with the original pair. After you had a favorite pair of shoe, you definitely want test drive on it. Nike’s shoe known for its best comfortable and help protect feet to the fullest. According to NIKE, Inc. (2014), "We knew if we could blend the best of both attributes, we would...
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...1. This past summer, I worked at the Nike Factory Store in Louisville, KY. It was my first real job, with a paycheck and everything, and I would say that it was definitely a positive experience for me. I was a low level sales associate, although my official title was “Athlete,” and my bosses were “Coaches.” My job was to float around the store and tidy things up. I was one of the only new hires that summer, so a lot of the customer interaction fell on the people who had been there longer than I had. I folded a lot of clothes, boxed up a lot of shoes, and threw away all together way too many disposable socks. I really enjoyed my time at the Nike Store. I met a lot of great people working there and it was a great environment to work in. Aside from the normal, “I can't believe I have the early shift on Saturday,” or, “I need a longer break,” everyone seemed genuinely excited about working there, and it showed. After about two weeks of working, I found out that our store was the number one factory store in the country. Nike Executives were always doing research into what made our store great and we would have special visits from pro athletes as a way to say, “Keep up the good work!” from Nike. I think that a big part of what made our store so great was a lot of what Lencioni talks about in The Advantage. I think that he does a nice job of summing up some of the intangibles that made our store number one. 2. Lencioni says that healthy organizations often exhibit...
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...Marketing in Asia: How Nike Figured out China The China market is finally for real. To the country’s new consumers, Western products mean one thing, status. They can’t get enough of those Air Jordans. Nike swung into action even before most Chinese knew they had a new hero. The moment hurdler Lui Xiang became the country’s first Olympic medalist in a short-distance speed event – he claimed the gold with a new Olympic record in the 110 m hurdles last August. Nike launched a television advertisement in China showing Liu destroying the field and superimposed a series of questions designed to set nationalistic teeth on edge. “Asians lack muscle?’ asked one. ‘Asians lack the will to win?’ Then came the kicker, as Liu raised his arms above the trademark Nike Swoosh on his shoulder. ‘Stereotypes are made to be broken’. It was an instant success. ‘Nike understands why Chinese are proud’ says Li Yao, a weekend player at Swoosh-bedecked basketball courts near Beijings Tiananmen Square. Such clever marketing tactics have helped make Nike the icon for the new China. According to a Hill and Knowlton survey, Chinese consider the Middle Kingdom’s ‘coolest brand’. Just as a new Flying Pigeon bicycle defined success when reforms began in the 1980’s and a washing machine that could scrub potatoes became the status symbol a decade later, so the Air Jordan – or any number of Nike products turned out in factories in Asia – has become the symbol of success for China’s new middle...
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...Q2. Talking about Nike contracting with factories, known as “sweatshops”, which is the worst inhumane form of workshop in East Asian context, across developing countries in Asia since 1990s, what is stunning is the recurrent of such saga. Sources of criticism ranging from publications (Naomi Klein’s book “No Logo”) to international broadcasted documentaries (by Michael Moore, and by BBC), and news agency articles (Associated Press) and numerous academic research. The BBC documentary and the AP article were published as recent as in 2011. Though Nike took swift action against each crisis and claimed to curb the practices following each uncovered occurrence, people are in doubt of its social conscience. The Manager’s Notebook is quite right quoting Nike’s founder Phil Knight acknowledging that the “Nike products has become synonymous with slave wages, forced overtime, and arbitrary abuse.” Does the violation of human rights cost Nike’s reputation in an increasingly globalized market? Certainly it does though it does not show in its revenue. Do not take the harsh criticism from the media against “Nike sweatshops” and anti-globalization campaigns rallied by concern groups lightly. The recurrent reports of uncovered stories shows that Nike is being watched by an international market. Just because the Nike kingdom is growing swiftly in the context of consumerism and overconsumption, enlisted one of the Fortune 500 companies with a revenue up to US$24.1 billion (as at May...
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...One strategic growth strategy that Nike implemented was the company’s heavy investment into the 2008 Beijing Olympics. The strategic consideration that drove the decision was to customize offerings in each country market to match the tastes and preferences of local buyers. The primary purpose was to gain more access to new customers. Nike is a 50 year old company and this wasn’t the first time they set foot in China as a retailer, but they wanted to make further progress in their penetration of the Chinese market. Their short-term goal is to have annual revenues from China reach $4 billion in sales. Their investment in marketing and endorsements related to the 2008 Beijing Olympics was $150 million. Part of this cost included sponsoring the Chinese teams. There were 28 different sports in the Olympics, and Nike sponsored the Chinese teams in 22 of them. That is a significant percentage. The global strategy it applied was to form partners with Chinese manufacturing companies to manufacture the goods. All of Nike’s production comes from the 785 contract factories it has all over the world, including China. The modes of market entry it used would be a “Transnational Strategy” because with the games, Nike also opened up Nike Stores that offered products in athletic areas most popular with the local population. They also opened up “Super Stores” with similar product listing of that of the U.S. market. Prices were also scaled down to local currency rates to match the competitors pricing...
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...Nike Business Strategy By singkboy | Studymode.com Nike’s Gameplan for Growth that’s Good for All | Management Innovation eXchange Page 1 of 29 M-Prize winner This story is one of ten winning entries in the Long-Term Capitalism Challenge, the third and final leg of the Harvard Business Review / McKinsey M Prize for Management Innovation. Story: Nike’s Gameplan for Growth that’s Good for All by Lorrie Vogel - General Manager of Considered Design at Nike Inc. Co-Authored by Agata Ramallo Garcia October 17, 2012 at 1:29pm 18 36 0 Comments 2 Ratings: Overall 4 Innovative 4 Detail Summary Innovation is a cornerstone of the Nike brand. Our company was founded by two visionaries, Bill Bowerman and Phil Knight, who set out to reinvent athletic footwear. Over the past decade, our drive to design and produce better, faster, lighter products has evolved into an even more ambitious agenda – to embed long term sustainability into our business. This broader vision calls for new approaches to design, management, partnership and new tools and metrics to support integration and adoption throughout Nike. Many of Nike’s http://www.managementexchange.com/story/nike%E2%80%99s-gameplan-growth-that%E2%80%99s-good-all 21/02/2013 Nike’s Gameplan for Growth that’s Good for All | Management Innovation eXchange Page 2 of 29 management innovations for sustainable growth started internally, with the Corporate Responsibility and Considered Design...
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...Strategic Planning Strategic planning is something the Nike has been something that Nike has put much more emphasis on during the last decade. They realize that by planning well, they can produce higher quality products while improving their bottom line. Nike’s Strategic Planning team establishes a strategic business planning process, authors our one and three year strategic and business plans, and leads transformational initiatives in collaboration with cross-functional teams. Strategic Planning teams are embedded at the global corporate level and throughout their business units. This team frames complex and ambiguous issues, conducts consumer, competitive, and market analyses, fields research, creates financial models, and develops action plans (Nikebiz.com, 2010). One example of this is Nike's move to combine its reputation in high-performance athletic footwear with the iPod's meteoric success. In 2006, the company, which accounts for the largest share of running shoes sold in the United States, teamed up with Apple to launch Nike+: a digital sports kit comprising a sensor that attaches to your running shoe and a wireless receiver that connects to your iPod. As you jog and listen to your favorite music, the sensor tracks your speed and distance and the calories you've burned, and transmits that information to your iPod in real time. Back at your computer, you can upload your data to nikeplus.com, which stores your information and provides a user-friendly interface that...
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...Ribbon Sports”. With an agreement and handshake in 1964 they began importing Japanese brand Onituka Tiger running shoes. Sells from Nike product Footwear: Running Basketball Soccer Sport-inspired urban shoes Children’s shoes Cricket Performance Equipment: Bags Socks Sport balls Eyewear Timepieces Electronic Devices Bats Gloves Protective Equipment Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team Provides Licenses to produse and sells: o Swimwear o Cycling Apparels o Children’s Clothing o School sipplies o Electronic devices o Eyewear o Golf accessories o Belts Marketing Strategies: • Mbrand iage • Web site of the Nike • Customer Preferences • Update itself timely • Product diffrentiation Marketing mix or 4ps of marketing strategies:- Product price Place Promotion Three more marketing strategies are:- Servise Marketing mix E-marketing mix Environmental Marketing mix Advertising Strategies I. PRINT COMMERCIAL II. SPORTING VENUES AND EVENTS III. SPONSPRSHIPS LIKE A) ATHLETES B) CELEBRITIES C) NCAA TEAMS (NATIONAL COLLEGIATE ATHLETIC ASSOCIATION) D) PROFESSIONAL TEAMS Competitve Strategies MOST IMPORTANT: 1. Athletic shoe market share for nike from 2006 to 2011 2. Global Market shares for Nike is 31% and it is the top most among the athletic footwear. 3. Strategic Planning I. BUSINESS DEFINATION II. TARGET CONSUMER III. WHAT...
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...BUSA 488 Creating and Managing Transnational Organizations Professor Thad Barnowe Spring 2009 February 18, 2009 Many companies today, in this growing world market, cannot be successful with out considering the benefits that could be gained by expanding their business, or part of their business, to other countries. As Bartlett, Ghoshal, and Beamish mention in the text there are three macro forces that drive, constrain, and shape the industries in which companies will compete globally. (2008). Companies must prepare for these three macro forces in advance before entering into new countries to do business. If they don’t prepare they will not be very successful in conducting business in another country and will not gain the competitive advantage they strived for when deciding to conduct business globally. Also, if a company does not enter the global market prepared they could run into problems that they did not foresee, which could result in damage to the company name and image, not only affecting international business but domestic business as well. This in turn could create the company to sustain profit losses and gain a tarnished reputation that they would have to fix to regain their competitive advantage and above average returns. In order to be a successful in operating in another country multinational enterprises must have a manager or a set of mangers to deal with three very complex external demands, cross-market integration, national responsiveness, and worldwide...
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...Case Study: Under Armour 1. How strong are the competitive forces confronting Under Armour, Nike, and The adidas Group? Do a five- forces analysis to support your answer. The analysis of the Porters five forces are very important to business entities. Based on the analysis a business can evaluate their current position and positions that they plan to progress towards as it relates to the industry they are operating in. The following is my five forces analysis of the competitive forces confronting the companies that operate in the industry that Under Amour, Nike and Adidas operate in. Competitive Rivalry: There are many companies in the sports apparel, footwear and accessories industry, such as Nike, Adidas, Puma, Champion, New Balance etc. just to name a few. Many of the company’s competing in the industry offer a wide variety of similar products and each is trying to establish its brand as the brand for customers to commit their money and loyalty towards. What is obvious right away is that Nike and Adidas are Under Amour’s two biggest competitors and they have the highest percentage of market share. All three companies are established, have good resources, strong finances, sound marketing plans and popular celebrities that they can use to endorse their products. Therefore I think it’s safe to say that competitive rivalry in the industry is pretty strong. Supplier Power: The supplier power in the industry is low because there are many manufacturers...
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...However, it’s a challenge for a Chinese company, because in recent years, many of Chinese companies have being gone abroad, to exploit overseas market. Now, choose one Chinese company(for example Li Ning’s international marketing strategy) marketing consumer goods to American consumers, and you are the marketing manager responsible for American market. Please complete the tasks as following: Task 1 Analyse the concepts and process of marketing, and you are required to do these considering the company you choose. To do this, you should introduce your company briefly first. Li Ning Company Limited is one of the leading sports brand enterprises in the PRC, possessing brand marketing, research and development, design, manufacturing, distribution and retail capabilities. The Group's products mainly include footwear, apparel, equipment and accessories for sport and leisure uses under its own Li Ning brand. The Group has established an extensive supply chain management system, and a distribution and retail network in the PRC primarily through outsourcing of manufacturing operations and distribution via franchised agents. The Group also directly operates retail stores for the Li Ning brand. The Group adopts a multi-brand business development strategy. In addition to its core Li Ning brand, the Group (i) distributes sports products under its Z-DO brand via hypermarket channel; (ii) manufactures, markets, distributes and sells outdoor sports products under the French brand AIGLE...
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...Nike Presentation of Facts Surrounding Case Background on Football and the FIFA World Cup: Football (Commonly known as Soccer in the U.S.) was and still is the most popular sport in regards to viewership worldwide. In 2006 it was estimated that the sport of football was played by more than 265 million people, and continuing to grow (These estimates were up from 2000, estimated 42 million). Profession leagues exist throughout the world and the most popular teams were in Western Europe. The history of modern day soccer dates back to 1863, although there was early evidence of soccer being played as a sport in China between the 2nd and 3rd centuries BC. In China, it was mentioned that people dribbled leather balls by kicking it into a small net. Recorded facts also support the fact that Romans and Greeks used to play ball for fun and leisure. (Jetzen, 2013). Background of Nike: Co-founded by Phil Knight (former University of Oregon Track Athlete) and Bill Bowers, initially under the name Blue-Ribbon sports in 1962. After a business relationship ended with their overseas manufacturer, they changed the name in 1972 to what is now known as Nike. In 1975 Nike signed its “first” of many big name athletes in Steve Prefontaine. A local University of Oregon track athlete who at the time who held every known track record from the 2k to 10k meters. (Please note that ultimately, Steve Prefontaine was #1 in his sport as this has meaning throughout the case to Nike’s overall strategy). By...
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...created in a 1988 meeting of Nike’s ad agency Wieden and Kennedy and a group from the Nike Marketing team. It is reported that in the meeting Dan Weiden was speaking about Nike’s can‐ do attitude, said, “You Nike guys, you just do it.” Brand management is one of Nike’s strongest suits. Just for the brand consumers are willing to pay more for a product that is perceived to be of superior quality, style and reliability. A strong Brand in such a competitive market is a necessity, it allows its owner to expand market share, command higher prices and generate more revenue than its competitors just due to the fact of brand perception. Nike with its “Just Do It” campaign and strong products backing it up, was able to increase its share of the American sport‐shoe business from 18% to 43% percent, between 1988 and 1998 profits increased from $877 million in worldwide sales to $9.2 billion. Nike spent $300 million on overseas advertising alone; most of it centered on the “Just Do It” campaign. The success of the campaign is even more impressive in light of the fact that an estimated 80% of the sneakers sold in the U.S. are never actually used for their intended activities, or sports for which they were designed. Nike’s marketing tactics in the 1980s, and more specifically in its campaign against Reebok, gambled on the idea that sneakers would come to be accepted as fashion statements, although some would say that this was intentional. Nike later cashed in on the exercise craze of the mid 1980s...
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...BRAND IDENTITY PRISM Brasnd Identity Prism KAPFERER brand identity diagram as a six-sided prism Constructed Source/Sender Constructed Receiver * Physique according to him is the basis of the brand. * E.G. the physique of Philips is “technology and reliability” while for the brand Tata it is “trust” * Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?” * Relationship is the handshake between consumer and the organisation. * Eg. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract youth. * Self-image is what the consumer think of himself. * E.g. benz Car owner think that since he has bought the car he is treating himself to one of the best car in the world. * Culture symbolizes the organization, its country-of-origin and the values it stands for. * E.g. traditional brands like balsara, dabur and zandu. * Relationship is the handshake between consumer and the organisation. * E.g. the relationship with “safola” is safety. * Reflection is the consumer’s perception for what the brands stands for. * E.g. coke’s image more attract...
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