Description
.It covers history,competition,branding of Nike.
Just Do It
Brand Communication Objective
NIKE products are categorized under High quality High Price products. Objective is to sustain its position and further grow in terms of Brand credibility in the Global Market in the years to come.
Just Do It
Awards and Recognition
Nike has been recognized three times by Fortune magazine on its "100 Best Companies To Work For" list Nike has been number 3 in Corporate responsibility Officer’s 100 best corporate citizens for the year 2008 Listed amongst 50 most innovative corporations worldwide.
Background and History Founded by Phil Knight & Bill Bowerman in 1964. Initially operated as a distributor for Japanese shoe-maker Onitsuka Tiger. 1966 company opened its first retail outlet Just Do It Nike Brand was first promoted in 1972 U.S. Olympics
Background and History The first shoe to carry the ‘swoosh’ design that was sold to the public was a soccer shoe named "Nike," which was released in the summer of 1971. Nike's entry into India was through a seven-year licenseJust Do It with Sierra agreement Industrial Enterprise.
Consumer Understanding
Self Act
Esteem Status
Social Belonging
Safety Physiological
Consumer Understanding
Age Cohorts
Consumer
G1
G2/G3
G4
Competitive Analysis
Adidas and Puma
Besides the difficulties with its marketing intermediaries, Nike faced formidable competition. Adidas, the German shoe company, dominated the European sports market. Together with Puma, a spin-off of Adidas, the two companies controlled over 75% of Europe’s athletic shoe and apparel market. For decades, the two companies had developed the grassroots allegiance of local sports teams; in particular, soccer, track and field, tennis, and rugby They both had endorsements contracts with top European athletes in each of these sports and sponsored many local teams in cities and towns across Europe. Adidas, in particular, was respected for the quality of its shoes and had earned the reputation as the European performance brand.
Just Do It
CompetitiveAnalysis
Just Do It
Market Share of US Branded Athletic Footwear Market--2007
Consumer Understanding
How Nike has changed over time?
Before Nike’s rise to dominance in the mid-80’s, Adidas global leader in athletic footwear.
Since the 1980's, Nike has been the most successful seller of athletic footwear despite a sales lapse in the mid-'80's.
Nike was able to regain its position atop the athletic footwear industry in the late '80's and early '90's with the introduction of its "Air Jordan" shoes.
Just Do It
Nike sales now constitute nearly half of branded athletic footwear market.
Brand Differentiator
Rational
Innovative product design Light-Weight footwear
Emotional
Association with youth and athletes Globally recognized Just Do It Brand Itself
Unique Value Proposition
Innovative Product Design coupled with Global recognition of the brand has always been the unique value proposition for NIKE
Just Do It
Current Brand Perception Perceptual Mapping - I
High Quality Nike Bata Adidas Reebok
Perceptual Map-I
Low Price Liberty Action
High Price
Low Quality
Current Brand Perception
Perceptual Mapping - II
High Style Nike Reebok Adidas
Perceptual Map-II
Action Low Comfort Low Comfort
High Comfort
Bata
Low Style
Desired Brand Perception
Perceptual Map-II
Nike High Style
Action Low Comfort Low Comfort
Reebok Adidas
High Comfort
Bata
Low Style
Brand Communication Strategy
Needs to consolidate its position in the footwear/Apparel Industry. Effective business relationships with sports and governing authorities globally Associating with local favorite sport. Being Youth-centric : Major brand promoters
Just Do It
Into The Future
Nike has entered into the sports technology market Nike+iPod Nike’s new footwear Moire, makes workouts more effective. Captures real-time data. Launched a MP3 player in collaboration with S3, a company dealing in portable music players.
Just Do It Just Ask Us
???
doc_507926291.ppt
.It covers history,competition,branding of Nike.
Just Do It
Brand Communication Objective
NIKE products are categorized under High quality High Price products. Objective is to sustain its position and further grow in terms of Brand credibility in the Global Market in the years to come.
Just Do It
Awards and Recognition
Nike has been recognized three times by Fortune magazine on its "100 Best Companies To Work For" list Nike has been number 3 in Corporate responsibility Officer’s 100 best corporate citizens for the year 2008 Listed amongst 50 most innovative corporations worldwide.
Background and History Founded by Phil Knight & Bill Bowerman in 1964. Initially operated as a distributor for Japanese shoe-maker Onitsuka Tiger. 1966 company opened its first retail outlet Just Do It Nike Brand was first promoted in 1972 U.S. Olympics
Background and History The first shoe to carry the ‘swoosh’ design that was sold to the public was a soccer shoe named "Nike," which was released in the summer of 1971. Nike's entry into India was through a seven-year licenseJust Do It with Sierra agreement Industrial Enterprise.
Consumer Understanding
Self Act
Esteem Status
Social Belonging
Safety Physiological
Consumer Understanding
Age Cohorts
Consumer
G1
G2/G3
G4
Competitive Analysis
Adidas and Puma
Besides the difficulties with its marketing intermediaries, Nike faced formidable competition. Adidas, the German shoe company, dominated the European sports market. Together with Puma, a spin-off of Adidas, the two companies controlled over 75% of Europe’s athletic shoe and apparel market. For decades, the two companies had developed the grassroots allegiance of local sports teams; in particular, soccer, track and field, tennis, and rugby They both had endorsements contracts with top European athletes in each of these sports and sponsored many local teams in cities and towns across Europe. Adidas, in particular, was respected for the quality of its shoes and had earned the reputation as the European performance brand.
Just Do It
CompetitiveAnalysis
Just Do It
Market Share of US Branded Athletic Footwear Market--2007
Consumer Understanding
How Nike has changed over time?
Before Nike’s rise to dominance in the mid-80’s, Adidas global leader in athletic footwear.
Since the 1980's, Nike has been the most successful seller of athletic footwear despite a sales lapse in the mid-'80's.
Nike was able to regain its position atop the athletic footwear industry in the late '80's and early '90's with the introduction of its "Air Jordan" shoes.
Just Do It
Nike sales now constitute nearly half of branded athletic footwear market.
Brand Differentiator
Rational
Innovative product design Light-Weight footwear
Emotional
Association with youth and athletes Globally recognized Just Do It Brand Itself
Unique Value Proposition
Innovative Product Design coupled with Global recognition of the brand has always been the unique value proposition for NIKE
Just Do It
Current Brand Perception Perceptual Mapping - I
High Quality Nike Bata Adidas Reebok
Perceptual Map-I
Low Price Liberty Action
High Price
Low Quality
Current Brand Perception
Perceptual Mapping - II
High Style Nike Reebok Adidas
Perceptual Map-II
Action Low Comfort Low Comfort
High Comfort
Bata
Low Style
Desired Brand Perception
Perceptual Map-II
Nike High Style
Action Low Comfort Low Comfort
Reebok Adidas
High Comfort
Bata
Low Style
Brand Communication Strategy
Needs to consolidate its position in the footwear/Apparel Industry. Effective business relationships with sports and governing authorities globally Associating with local favorite sport. Being Youth-centric : Major brand promoters
Just Do It
Into The Future
Nike has entered into the sports technology market Nike+iPod Nike’s new footwear Moire, makes workouts more effective. Captures real-time data. Launched a MP3 player in collaboration with S3, a company dealing in portable music players.
Just Do It Just Ask Us
???
doc_507926291.ppt