JUST DO IT

Compiled by

Ayushi Srivastava, Chandan Pandey, Jaya Maurya,

Gursimran Singh Sethi, Raj Singh, Rohit Kumar

Contents1. Introduction2. Timeline of Nike3. Overview of STP4. Segmentation5. Market Targeting6. Nike and its subsidiaries7. Positioning8. Conclusion9. Thank You

Introduction• Nike originally known as Blue ribbon sports (BRS) was founded

by Phil Knight and Bill Bowerman in 1964 in Oregon.

• Nike deals in a range of products like shoes, apparels, sports equipment's, and accessories

• Nike has over 800 factories in 45 countries and 20000 retailers worldwide and employs over 62000 people.

• The company has delivered a +19% CAGR in revenues over the last 33 years from 1978 – 2011 and has a revenue of 30.6 billion.

• Nike sponsors in variety of sports played all over the world like Football, Baseball, Basket ball, Tennis, Golf, Rugby, Hand ball, Cricket, Hockey and is one of the biggest players when it comes to athlete sponsorship.

Product timeline

• 1962 – Bill Bowerman and his university of Oregon runner Phil Knight form Blue Ribbon Sports (BRS) to distribute athletic shoes.

• 1965 - Knight approaches Jeff Johnson to sell shoes for BRS.Johnson starts selling T –shirts as well.

• 1966 – Open first BRS retail store in Santa Monica, California.

• 1971 – BRS launches its own NIKE Shoe under the famous “SWOOSH” giving birth to NIKE brand

• 1973 – Steve Prefontaine becomes Nikes first Endorser.

• 1980 – BRS officially changes its name to NIKE, NIKE takes over from Adidas capturing more than 50% of US market share.

• 1984- NIKE signs basketball superstarMICHAEL JORDAN.

• LATE 1990’s - NIKE hit the allegations of sweatshop labor.

• 1991 - NIKE sales top $3billion.

• 2006 - NIKE signs Brazilian football superstar RONALDINHO.

• 2012 - Net sales top $21billion, global expansion, including a strong growth in china.

STP Process

Segmentation

Targeting

Positioning

SegmentationGeographic

Behavioral

Demographic

Psychographic

Region• Nike consumers are global.• Nike’s largest markets are North

America followed by Western Europe and China.

• India is a growing market for Nike.• Nike focuses on Major Sports and

athletes based on location to influence people.

Climate• Launched Nike Flash Pack which

delivers water resistance and 360-degree reflectivity.

Density• Main focus on urban areas.

Geographic

Age• Teens, Youth, Middle aged people.

Income• More than Rs 20000 with some

exceptions.Education

• Focuses on school and college students with its exclusive range of Sneakers and loafers at affordable prices.

Occupation• People involved with sports and office

going people in some cases.Gender

• Male and female.

Demographic

Social Class• Upper middle, Lower upper

and Upper classLifestyle

• Athletes• Gym regulars• Sports enthusiasts• Brand freaks• Shoppers are focused

on health and fitness.

Motivation• It provide inspiration and

motivation to young and emerging athletes when they see their idols with the same brand as they use.

Personality• Sophisticated• Ruggedness• Competence

Psychographic

Benefits• Quality

• Awarded the best quality shoe for the 4th consecutive time in 2015.

• Choice• Provides a wide array of products to its

customers• Innovation

• First company in the world to introduce self-tying shoe.

User status• People associate themselves with a social

Status when they use high end Nike productsLoyalty status

9 out of 10 people buy Nike for the second time and recommend it to their peers.

Occasions• Football seasons• Cricket Tournaments

Behavioral

Nike Subsidiaries

TargetingWomen• Nike is expanding women's

apparel• Sales of Nike's training and

running apparel for women grew by double digits in the last quarter, outpacing the men’s business

• Released a new couture-style collection with offbeat items like skirts and lace-trimmed jerseys.

• Women in their 20s and 30s are largely driving the "athleisure trend”

• Women’s line could add $2 billion in additional sales by 2017.

Young athletes• Kids who play sports

are a growing part of Nike's business

• Nike gets young athletes to wear its products through sponsorships with local leagues, clubs, and federations.

• Partnerships with professional athletes to draw young customers

Runners• Introduced new

running shoe LunarTempo, to compete with Adidas and Under Armour.

• Revamped its Nike+ running app.

• Sponsors small running events around the world

PositioningNike has positioned itself in the minds of consumers as

Customer loyalty

Nike has established itself as the most trusted brand in the world

High-end

It gives people a sense of pride to own a Nike product.

Value for money

It provides Prompt services and variety of products

Quality

It has won an award for the best product in terms of Quality for 4

Consecutive years

Design

Nike delivers new styles every year.

Conclusion

Global brand Innovative Brand Reflection

Brand Personality Brand Value

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THANK YOU