He set the tone and direction for a young company created in 1972, called Nike, and today those same words inspire a new generation of Nike employees. Corporate goal is to carry on his legacy of innovative thinking, whether to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. It started with a handshake between two visionary Oregonians - Bowerman and his University of Oregon runner Phil Knight. They and the people they hired evolved and grew the company that became Nike from a US-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world. Along the way, Nike has established a strong Brand Portfolio with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. Nike’s world headquarters is located near Beaverton, Oregon, a suburb of Portland.
Michael Jordan had a remarkable beginning when joining the draft because he excelled in basketball in college and in the Olympics in 1984. Nike found this an opportunity to market Michael Jordan since Nike had a hard time entering the basketball industry. From the success from the shoe, the shoe collectors, who bought sold and traded these shoes, Air Jordans expanded over time to different outlets, such as clothing, hats, key chains, phone cases etc. and was recognized as the best basketball brand known to man. Throughout the course of twenty-six years Air Jordans has over 100 different styles of shoes and color schemes and has dominated the sneaker market.
Nike is also looking to reach out to the younger generation. As everyone knows, Nike is a very famous name brand which is what teenagers are looking to wear in order to gain popularity. The continuing effort to produce and distribute young, hip clothes will keep them at the top of the sports figures in teens. Nike also is very heavily into global marketing in which a lot of their business is produced this way (Nike, 2013). Nike ensures every effort at keeping customers happy.
ENVIRONMENTAL SCANNING The Internal Assessment Marketing* * Target Market: Male and Female around 18 – 34 y.o. * Positioning: High performance shoes designed with hi-tech features * Have many brands and products model for each type of consumers. * Have high allocation of advertising budget for endorser contract, TVC, print ads, and sponsorship activities. * Have top endorsers that are the champion in their sports areas. Distribution* * Nike has worldwide distribution line * Nike has good distribution line to retailer * Nike has new ordering system, named Futures Ordering Program Research & Development* * Nike has NSRL (Nike Sport Research Laboratory) and APE (Advanced Product Engineering) which cooperated in developing and executing idea * Nike did direct research to the athlete by accompanying their daily activities to find the best suitable product * Nike always developing superior technology to compete with others Management Style / Culture* * Knight as CEO Nike, is an former athlete of long distance run * Nike working culture is established as camaraderie and cooperative culture.
Nike Case • Nike’s main Marketing strategy that has elevated the company to become the world’s most successful and most recognisable athletic brand is what’s known as the “Pyramid of Influence”. • Nike believed that in order for them to succeed they needed to produce goods that preference a small percentage of top athletes, in turn influencing the regular consumer to choose Nike over its competitor as the brand of choice. They implemented this through their marketing campaigns that features top-accomplishing athletes in their sports, such as Michael Jordan as a spokesperson, resulting in revenue hitting over $100 million in the first year of his involvement. • Another Marketing Campaign Nike used was the use of the slogan “Just Do It” which has now become a synonymous slogan as important as the brand itself. “Just Do It” sparked a generation of average consumers to become proactive and reach for their goals.
The company goes all out to market itself and with football boots and in particular Nike Mercurial Vapor there is massive potential for production of the boot worldwide. Nike's marketing mix should be seen a a great example and coupled with it's reputation of being one of the worlds leading sports brands, it's huge list of endorsed athletes and it's history of quality products they have a perfect balance to achieve their targets. Product The Mercurial Vapor is a football or "soccer" boot manufactured by globally renowned sportswear manufacturer Nike. It is the first of it's kind in a new lightweight type of boot on the market and it had several key innovations. The upper part of the boot was made from an ultra thin synthetic, lightweight fibre, renamed "Nike Skin" which claimed to be thinner and stronger than kangaroo leather.
In 1971 Blue Ribbon Sports began branding under the concept name Nike and in 1972 Nike was launched as the company we know today. Since then, Nike has grown from USA where the footwear distributor is into a worldwide producer of athletic footwear, apparel and sports equipment. 2.2 Competitors analysis There are a few competitors for Nike ID. These competitors are part of big brands that have developed a similar brand extension as Nike. Inc did in 1999. with Nike ID.
Nike was founded by college athlete and present Chairman, Phil Knight, and his former coach, Bill Bowerman, to create quality shoes that help athletes reach their full potential. Our company’s headquarters are near Beaverton, Oregon. We operate in more than 160 countries and have more than 44,000 employees worldwide. Our goal is to meet the needs of athletes and the everyday customer. We have expanded our product lines to include sports performance equipment, clothing and accessories.
COMPANY SUMMARY REEBOK: Once, an independently owned athletic wear company, now a subsidiary of the German company Adidas in 2001. Reebok has been a long running brand in many sporting arenas and is marked as one of the US’s top makers of athletic shoes and apparel. Reebok, has over 200 retail stores internationally, and has sports licensees for a variety of domestic leagues and international leagues. Since, the 1980’s Reebok has sparked the fitness and aerobics craze and continues, to promote with their brand that fitness is a lifestyle. A&G Advertising: Allen and Gerristen, operates as an independent advertising agency.
Adidas was the leading brand among athletes community then in 1978, Adolf Dassler passed and his wife Käthe, his son Horst, and his daughter Carry started running the business. Adidas changed direction by moving from being a manufacturing and sales based company to more of a marketing company. Run-DMC an 80’s hip-hop group became a defacto sponsor and marketers for Adidas, even challenging the likes of Michael Jordan and NIKE. Mission •The Adidas Group strives to be the world leader in the athletic footwear and apparel industry with a brand that is built passion for sports and a sporting lifestyle. Objectives •Merging models for the Adidas and Reebok brands in most global markets.