Table of contest

Sr# ListPag

e1 Mission/Company Introduction

3 Market And Industry Analysis

4 Situation Analysis

5 SWOT Analysis – NOOR limited

6 ORGANIZATIONAL PLAN

7 Product Profile

8 SWOT Analysis – Natural Liquid Soap

9 Competitor

10 Target Segmentation

11 Segmentation Strategies

12

Market Strategies

13 Positioning Strategies

14 Distribution Strategies

15 Pricing Strategies

16 Advertising And Promotion Strategies

17 Conclusion & Recommendations

18 References

Our mission at Nike is to be a company that surpasses all others in the athletic industry.

We will maintain our position by providing quality footwear, apparel and equipment to institutions and individual consumers of all ages and lifestyles.

We pledge to make our products easy available worldwide through the use of retail outlets, mail order and our company web site.

Vision Statement

Nike is continuously making efforts to ensure that all employees and

members of its surrounding communities are treated in a manner that is in line with our mission. .Nike has made many alliances with human rights. .Should be realistic. Should be specific.

.Should fit the market environment.

.Should be based on distinctive competencies.

.Should be motivating.”

Organization Portfolio

Establishment:

Nike Inc. is an International Company based on manufacturing a wide range of consumer goods.

Company Type:

Nike Inc. is an international company

History of Nike

Nike's Heritage:

Bill Bowerman and Phil Knight founded Nike Inc. as Blue Ribbon Sports in 1962. The partners began their relationship at the University of Oregon where Bowerman was Knight’s track and field coach. While attending Stanford University, Knight wrote a paper about breaking the German dominance of the U.S. athletic shoe industry with low-priced Japanese shoes. In an attempt to realize his theory, Knight visited Japan and engineered an agreement with the Onitsuka Tiger company, a manufacturer of quality athletic shoes, to be their sole distributor in the United States.

In 1962, Knight received the first shipment of 200 pairs of Tiger shoes to his parent’s garage in Oregon. The shoes were bought by Blue Ribbon Sports (BRS), the name of the partnership between Knight and Bowerman that they formed with only $1,000 in capital. Knight peddled Tiger’s shoes at local track meets grossing $8,000 of sales in their first year. In 1966, Bowerman, who had previously designed shoes for his university athletes, worked with Tiger to design the Cortez running shoe. The shoe was a worldwide success for the Onitsuka Tiger Company and was sold at the first BRS store. In 1971, BRS, with creditor support, started manufacturing their own line of shoes. Later that year, the first BRS shoe was introduced. The shoe was a soccer shoe that bore the Nike brand name, referring to the Greek Goddess of Victory, and the Swoosh trademark. A student designed the Swoosh trademark for a paltry fee of $35. The Swoosh was meant to symbolize a wing of the Greek Goddess.

The 1980’s were marked by the signing of Michael Jordan as a product spokesperson, revenues in excess of $1 billion, the formation of Nike International Ltd., and the "Just Do It" campaign. Nike also expanded its product line to include specialty

apparel for a variety of sports. In 1990, Nike surpassed the $2 billion mark in consolidated revenue with 5,300 employees worldwide. In addition, we opened the Nike World Campus in Beaverton, Oregon.

In 1991, Nike pushed revenues to $3 billion, up from $2 billion the prior year. This mark would continue to grow throughout the 90’s, with revenues in 1999 reaching $8.8 billion. These revenues grew based on improvements in shoe technology and successful marketing campaigns. International revenues fueled a great portion of this growth with an 80% increase in 1991 from the prior year. In 1992 international revenues topped $1 billion for the first time and accounted for over one-third of our total revenues. Such growth continued throughout the 1990's as we continued to focus our marketing efforts on major sporting events like the World Cup, and the next generation of celebrity endorsers, such as Tiger Woods, Lance Armstrong, and the players of women's professional basketball (WNBA). At the end of the 90’s, Nike’s goal, as stated in our company web site, is to become a truly global brand.

What Nike does

*create authentic athlete footwear apparel, equipment and accessories for sports and fitness enthusiasts.

*through subsidiaries, design and sell a line of men’s and women’s dress and casual shoes and accessories.

BRANDS

* Nike Basketball

* Nike+

* NikeTown

* Nike Football* Jordan Brand*

Nike products

Who are wearing Nike products ? *NBA players

*Club teams

*Colleges and universities

*Baseball players

*Boxing

*Cycling

*American football players

*Golf players

*Tennis players

*Football players

*Swimming

*Everybody

Advantages

.Nike will able to improve their performance in searching new design and styles of shoes.

.Customers will have a lot of choice in making selectiondepends on their wants..Nike will improve their company and brand image at the same time expand their market share.

Disadvantages

- Increase the cost in handling inventory, designing,

advertising and production.

Customer reaction

* They will get the latest design of shoes.

* A lot of choice in making selection depends on their prefer.

* Customers will find the Nike shoes are trendy.

* In contras sometimes Customer maybe feel ‘fed up’ because they can’t follow the changing of Nike shoes.

* Not all the customers can follow the changing of Nike.

Swot Analysis

STRENGTHS:

*Strong and meaningful response to labour criticism.

*High quality products and good overall reputation.

*Phil night’s management and leadership.

*Brand recognition and effective marketing.

WEAKNESSES:

*Poor communication of labour practices.

*Insufficient line of affordable shoes.

*Uniformed factory labour.

OPPORTUNITIES :

*Increased sales due to the strengthening economy.

*More positive public reception of Nike’s social responsibility.

*Growth through increased presence in low- to mid- priced shoe market.

THREATS:

*Increased awareness of human rights.

*Growing competition.

*Competitors attracting female customers.

*Mounting disapproval of alleged “Corporatization” of college athletics.

Company Analysis

*Strength and weakness of corporate/business level

*Strategic Managers

Board of directors-Strength

Nike’s board of directors consists of management directors and independent directors the combination of these two types of directors benefits Nike in that there is a presence of those directly involve with nike as well as others indirectly who brings outside experience. Nike’s board would be classified as an oversight board, playing an active role with regards to management

Board of director weakness

The average age of Nike’s board is 62 the youngest member being 49 and oldest member being 79.this constitutes a possible weakness in that ther is a lack of younger members of board who

could serve to bring a new perspective to the company and assist in achieving Nike’s goal”

Board of directors

*Thomas E,Clark

(President and operating officer,Nike,inc.,Beaverton).

*Jill k,Conway

(Visiting Scholar Masachusetts Institute of Technology,Bostan).

*Richard K, Donahue

(Vice Chairman of the board Lowell Newberg).

*Philip H knight

(Chairman of the board and chief executive officer ,Nike, Inc..,Beaverton, OR)

*Charles W,Robinson

(President,Robinson and associates,Santa Fe NM)

Situation Analysis

Emerging competitors:

*Both Nike.com and Adidas have strong positions in the footwear and apparel industry. *Integrating e-business to its existing line of business is a key advantage to both companies relative to its competitors.

*For Nike, to overcome the potential threats, they must continue to be innovative and explore opportunities globally.

*Furthermore, Nike must focus their energy towards reducing the channel conflict caused by the introduction of e-commerce to Nike's strategy.

*Nike.com must balance out its efforts to reassure traditional retailers while expanding its own line of business through e-commerce.

*Very similar to Nike, for Adidas to overcome some of the potential threats they must continue to improve their strategic

position in the industry by increasing their e-commerce reach to the global markets.

*For both companies, it's important to increase the market "pie" rather than increase their market share away from their retailers.

PRODUCT PROFILE

Product Mix for Nike

Footwear

*Studs for Striker

* Mid fielders

*Defenders

Equipment

*Balls

*Bags

*Watches

Apparel

*Hardwear

*Tops/polo

*Jersey

*Jackets

*Shorts

*Shocks

National Team Gear

*Jersey for Brazil, England

Club Gear

*Club Jerseys like Man U

Advertising Strategy

*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 name featuring instead only the swoosh logo.

*Making new contracts with sportsmen.

*Collaboration ads with another strong branded product,

such as Apple iPod.

Nike’s Market Expansion Strategies

Economies of Scale

*Shared distribution channels among varied Product lines lower costs.

*Large size provides opportunity for more

Leverage against competition.

*Efficient use of production facilities lowers costs.

Brand/Image

*Ability to charge premium price by establishing An “image”.

*Access to new/different markets.

* Premium product placement in retail leading to

Higher sales.

* Image and celebrity endorsements create Hopes/dreams/emotional attachment to product.

Nike’s PACKAGING

Curr

ent

*Nike’s shoes have always come in a standard general release Nike box. With brand-mate getting some special boxes for his last few shoes, We gave you a sneak peek of the new.

tu

Nike’s target strategy

*Nike’s target market for their shoes ,clothes and other accessories are males and females between 30 and 35 years old.

*Nike’s competitive market has expanded and dominated in the

International market.

*Nike disburses TV ads during professional and college sports events, prime-time programs, and late night TV programs.

Key issues Nike needs to face

*Nike’s products are viewed as higher quality and command higher prices than its competitors, sometimes consumers are not

agreed to this line of thinking.

*To substantiate its high quality/high price Nike is placing

emphasis on the latest technology.

*In the past, Nike has overlooked the mid to lower price point products, which could be a possible weakness too.

Stratigic markiting plan

*Markiting objectives

*Have strong representation at global major sporting events.

*Maintain brand associations with major sports stars.

*Effective use of corporate events sponsorships ie,Nike tour Golf.

*Use Nike brand loyalty to increase sales.

*create a product image that differentiate from the competition.

Market Needs

Shift towards more environmentally friendly products.

Product attributes influencing purchase decision: Quality, design and cost effectiveness.

Market trends

The Nike’s market has been most affected by the recent sky rocketing

price of Reebok, which is its competitor in the market.

This has caused the average price of Nike’s to increases by 20% - 25%

to.

SEGMENTATION STRATEGY

Psychographic Segmentation

Demographic Segmentation

Geographic Segmentation

Behavioral Segmentation

• Consumer Target Market Characteristics (Appendix 1)

o Geographic Information .pakistan .Focusing on more areas

.Demographics .Age: 20 – 49 .Sex: male/females .Income: Rs.50000 or higher per month.

.

o Psychographics

Personality: introverted, extroverted, compulsive, ambitious, outgoing.

Lifestyle: active, adventurous, health conscious, self-aware.

Trade Target Market

.In Faisalabad Sitara mall is the outlet of Nike.

.Nike has also many outlet in Lahore.

Target Market Size:

According to the data collected by the Faisalabad , there are 40000 women and men within our target market.

Positioning Strategy

o Positioning Strategy Statement:

We will be using a functional benefit positioning strategy in order to express to our target market that they will now be able to exercise more comfortably, while still looking fashionable.

Competitive Analysis

o Athletic Clothing Lululemon Adidas Russell Athletic o Athletic footwear’s: Reebok

Adidas

Product Strategy

o Type of Product: Athletic Maternity clothing.o Name of Product: Nike TruFit Maternity.o Features:

.Customized fit .High quality material .Durable .Comfortable .Affordable

Pricing Strategy

Wholesale Price: For all garments is as follows:

.Walking / Jogging: Rs.2000-4000 (Pants).

.Yoga / Stretching: Rs.2500-4000 (Pants).

.Tank / Short Sleeve / Long Sleeve / Sleeveless Tops: Rs.1500-3500.

.Causal Wear Pants and Tops: Rs.1500-3000 (Pants) Rs.1500- 3500 (Tops)

.Warm-up Suits: Rs.5500-8000.

o Retail Price: For all garments is as follows:

.Walking / Jogging: Rs.3200-6400 (Pants)

.Yoga / Stretching: Rs.3200-6400 (Pants)

.Tank / Short Sleeve / Long Sleeve / Sleeveless Tops: Rs.2000-3000

.Sports Bras: Rs.2500-3500

.Causal Wear Pants and Tops: $40 - $110 (Pants) Rs.2000-4000 (Tops).

Media Planning

Media Strategy Reach/Frequency:

.Reach 90% awareness in the target market four times over a four week period during the 14 months of the media plan

.The reach goal is also consistent with the communications objectives.

.achieving 90% awareness set as advertising objective

Long-Term Corporate Objectives

The following are Nike Inc.'s 5-Year long-term corporate objectives:

Continue our improvement in stockholders' return on equity to achieve a 20.0% return in 2011. This would be an increase of almost 6.5% from 2006.This would surpass our 1997 record high.

Short-Term Corporate Objectives

The following are Nike Inc.'s short-term corporate objectives for fiscal year 2000:

o Increase net income to $550 million by the end of fiscal year 2000 in order to reach our long-term goals of improved return on equity. .This 22% increase from 1999 is realistic in light of combined 1st & 2nd Quarter income already 32% higher compared to the same time last year. .Recover the market price of our stock from its 52-week low of $26.50 per share on February 8, 2000, to a value that approximates its 52-week average of $50 per share.

EXECUTIVE SUMMARY

Nike Inc. was founded in 1962 by Bill Bowerman and Phil Knight as a partnership under the name, Blue Ribbon Sports. Today in 2011, Nike Inc. not only manufactures and distributes athletic shoes at every marketable price point to a global market, but over 40% of our sales come from athletic apparel, sports equipment, and subsidiary ventures. Nike maintains traditional and non-traditional distribution channels in more than 100 countries targeting its primary market regions: United States, Europe, Asia Pacific, and the Americas (not including the United States). We utilize over 20,000 retailers, Nike factory stores, Nike stores, NikeTowns, Cole Haan stores, and internet-based Web sites to sell our sports and leisure products. We dominate sales in the athletic footwear industry with a 33% global market share. Nike Inc. has been able to attain this premier position through

"quality production, innovative products, and aggressive marketing." As a result, for the fiscal year end 1999, Nike's 20,700 employees generated almost $8.8 billion in revenue.1

CONCLUSION

Nike, Inc. is a company rooted in competition. From equipping athletes with the finest sports equipment in the world to continuously improving our own financial performance, Nike dominates its competitors. Nike still operates on this philosophy today. It is one that has helped athletes and stakeholders alike to realize athletic and financial greatness. Despite a changing marketplace for athletic footwear, we will continue to expand our product lines and marketing reach to become a more powerful global brand.