Assignment on

Prepared by :- Ankita Vaish

Beena ChaudharyEkant Vaish

Kamla VishwakarmaSaran R

History :-Nike pronounced by Ni – key is the winged goddess of victory according to the Greek mythology . Nike was founded in the year 1968 by Bill Bowerman and Philip Knight .At present Philip Knight is Owner , CEO and Chairman of the company.Nike was Started small and now covered the U.S. and international business.

About company :-The company is headquartered near Beaverton , Oregon , U.S. Nike is the world’s leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment.Nike has contracted with more than 700 shops around the world .Nike has offices located in 45 countries outside the U.S.Their first product was track running shoes .Nike sells an assortment of product , including shoes and apparel for sports activities for men , women and children.

Products :-

Product line :- Their first product was track running shoes . Shoes Apparel Sports equipment for :- Football Baseball Soccer Tennis Cricket Basketball Skating boarding

Major competitor :- Adidas Reebok Puma

Design Elements of Nike Logo:-Shape of the Nike Logo: The mark was regarded as “the strip” but was later named as “Swoosh”, which describes the fiber used for the Nike shoes.

Color of the Nike Logo:Dull orange shade is used for the Nike logo which demonstrates the strong corporate image of Nike Inc.

Font of the Nike Logo:The Nike logo also features its identification name, which is inscribed in the simple bold font. The simplicity of the font in Nike logo portrays the brilliant commercial picture of the Nike Inc.

Strategies Applied By Nike :-

Marketing strategyPricing strategyMarket coverage strategyDistribution strategyAdvertising strategy

Marketing strategy :-Nike’s marketing strategy is an important

component of the company’s success .Nike is position as premium brand ,

selling well designed and expensive products .

Nike promotes its products by sponsorship agreement with celebrity like athletes , professional teams and college athletic teams.

Pricing strategy :-Nike uses price leadership and

value based strategy .Nike has spent their lot of

money to promoting their brand as top of the range .

Market coverage strategy :-

Nike generally adopt one of the following three general market coverage strategies:-

(i). Undifferentiated Marketing:- focuses on what is common in consumer needs in the

marketplace and is effected by presenting one product for all markets or presenting all of a company's products in one market .

(ii) .Differentiated Marketing:- where in several market segments are targeted for marketing

campaigns with separate promotional offers for each market .

(iii). Concentrated Marketing:- focuses on one small part of the marketplace and is effected by

a concentrated marketing promotion that seeks to gain a large share of the small market .

Distribution strategy :- The more efficient the product distribution is the

more sales and thus more profits. The delivery of the right product and at the right

time to the consumer not only effects utility but also leads to high degree of consumer satisfaction and loyalty.

Nike distributes its products on level basis. For e.g.:-The high priced premium products are given to certain distributors while leaving the low priced to be sold at highly discounted prices at mega retail stores such as Wal-Mart.

Advertising strategy :-Design to make connection to the

customer .Sometimes they do not even

mention the company’s name featuring instead only the swoosh logo .

Collaboration with another strong branded product such as Apple iPod .

Brand Ambassador :-Michael JordanLe Bron JamesSerena WilliamsTiger woodsRafael Nadal

Thank you