NIKE’S STORY • • • •

Begin in 1964 as Blue Ribbon Sports Renamed Nike in 1978,after the Greek goddess of victory Key people of Nike : Bill Bowerman & Phil Knight Headquarters in Beaverton, Oregon , USA World’s most competitive sports and fitness company Nike employees over 26,000 people Current CEO : Mark Parker

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!

NIKE’S BRAND IDENTITY

• SLOGAN: “Just Do It”

• LOGO: NIKE SWOOSH

• BRAND PERSONALITY: Exciting, spirited, cool, innovative,

athletic and aggressive

• EMOTIONAL BENEFITS: Feeling stylish, athletic, healthy and

trendy

Nike Sells:-

Footwear: Running Basketball Soccer Sport-inspired urban

shoes Children’s Shoes

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

Nike Also Sells:

Apparels and Accessories Athletic Bags Offers Apparels for Licensed Sports Team

Provides Licenses to Produce and Sell:

Swimwear Cycling Apparel Children’s Clothing School Supplies

• Electronic Devices• Eyewear• Golf Accessories• Belts

Nike Also Sells:-

The company sells its products to retail accounts, through its owned retail stores, and through a mix of independent distributors and licensees, as well as through Internet Web site ‘nikestore.com’.

NIKE inc. has major four subsidiaries which are: Converse Cole Haan Holdings Nike Bauer Hockey Hurley International

Sales Technique

Marketing strategies

Brand image

Web site of the Nike

Customer preferences

Update itself timely

Product diffrentiation

4Ps of Marketing

Product

Price

Place

Promotion

Advertisement strategies

Customer’s feedback

very light to walk

I feel comfortable

Hug my feet

Nike “ JUST DO IT ’’

Competitive Advantage – something which gives the organisation some advantage over its rivals.

Brand Positioning and Brand Architecture

Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).

Competitive Strategy

Athletic Shoe Market Share 2005

Nike39.2%

Adidas15.1%

Reebok10.9%

New Balance9.4%

K-Swiss3.6%

Timberland2.9% Asics

2.1%

Saucony1.4%

Athletic Shoe Market Share, 20002005

Product Market:-

In 2008 sales revenue of Nike was 14% more than that in the previous year.

Key financial data:-

Chart 1: Revenue performance (fiscal year 2004-2008, 5-year CAGR 11%)

12,25313,740 14,955

16,32618,627

-

5,000

10,000

15,000

20,000

2004 2005 2006 2007 2008

Source: Nike,Inc. 2008

Key financial data:-

o As we see from chart 2 the earning per share of Nike in 2008 is 28% more in comparison to the previous year.

Chart 2: Nike,Inc. EPS performance (fiscal year 2004-2008, 5-year CAGR 22%)

$1.75$2.24

$2.64$2.93

$3.74

$0.00

$1.00

$2.00

$3.00

$4.00

2004 2005 2006 2007 2008

Source: Nike,Inc. 2008

International marketing

Chart 3: Revenue distribution (Fiscal Year 2008 vs 2004)

We can conclude that revenue increased by 6% at international markets.

Other

businesses, 14%

Internation

al, 52%

US, 34%

20084

Other

businesses, 12%

Internation

al, 49%

US, 39%

20044

Strategic Planning:

Business Definition

Target Consumer

What do we want them to THINK

What do we want them to FEEL

How do we want them to ACT

Brand DESTINATION

Nike

Competitive strategies

adopted by NIKE

Holistic Marketing

Innovative and Niche products

Increased Value Chain

Breakthrough Marketing

Selective Distribution

Participating in events and shows

Endorsing sports personalities

Labor Practices

• Poor Labor Practices in Asian Countries

• Child Labor in Cambodia and Pakistan

• Vigorous overtime

• Paid below low wages

• Verbal abuse and sexual harassment

• Poor Health and Safety conditions

• Poor medical facility

• Restrictions on drinking water

Company should follow Corporate Social Responsibily

Nike should hier 3rd party for audits Nike should work with General Federation Of Labor

and Labor Union Nike should work with other shoe manufacturers,

provides fair wages to the workers

Recommendations

Thank you for attention. !!!

Presented By:-

Ashik- 132-096-0-135Dipu- 132-092-0-135Salauddin- 132-117-0-135Rakib- 132-124-0-135Tusher- 132-085-0-135Rabbi- 132-100-0-135Parvas- 132-098-0-135