Rather than rely on advertising, he would get top athletes to endorse his shoes, and then let his sales force sell the product. His strategy and the timing of the launch couldn't have been better. That summer, the Olympic track and field trials were held in Eugene, Oregon, with none other than Bill Bowerman as coach of the American Olaympic team. Knight took full advantage of the opportunity, putting Nikes on the feet of several top finishers. When they made national television, so did the shoes they were wearing.
From 1972 to 1982 Nike relied mostly on print advertising in highly vertical publications including track and field news. It was not until 1982 when Nike aired its first national television ad and in 1990, they earned an Emmy Award twice for best commercials. Nike lures customers with marketing around their brand image which is attained by their distinctive logo know as the “ Nike Swoosh” and the now famous slogan “ Just Do It” which was chosen as one of the top 5 ad slogans of the 20th century. Whereas, Adidas marketing strategy isn’t as good as Nike’s, they are starting to go in the right direction. They are using more sports celebrities to sponsor their apparel.
NASCAR has such a huge fan base you could market almost anything and find people that it would apply to but some companies target market might match better to who watches NASCAR. So out of NASCAR’s 75 million fans 60 percent of those are male and of course the other 40 percent is females. 32 percent are between the ages 18-34, 43 percent are 35-44, and the other 43 percent are 45 or older. 42 percent of NASCAR’s fan base makes 50,000 dollars or more every year, which happens to be more affluent than the US population. The complete income distribution is 29 percent make 30-50,000 dollars, 22 percent make 50-75,000 dollars, 12 percent make 75-100,000 dollars, and 8 percent make over 100,000 dollars every year.
Approach Comparison 10 D. Creativity and Innovation 16 E. Balanced Scorecard Effectiveness 17 E1. Development 21 References 23 Introduction: Impala Athletics is an athletic footwear company was founded 10 years ago. The company sells over 5 million pairs of athletic shoes annually in several geographic markets that include North America, Europe-Africa, Asia-Pacific, and Latin America. The purpose of this report is explore how the company was managed, discussing the key actions concepts that were made to ensure success in achieving the goals of the strategic plan. A.
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's two-decades-long partnership with Jordan has certainly been a marketer's dream: Nike is Jordan. Jordan is Nike. The pairing turned the company into a cultural icon, while positioning Jordan as the primogenital pitchman” (Murcha). The buyers of the Air Jordan shoes can range anywhere from babies to as late 30's.
Carolyn Davidson, a graphic design student from Portland State University, created and designed the brand’s trademark “Swoosh” for BRS. While revamping the company’s new image, they wanted a famous athlete and University of Oregon graduate, Steve Prefontaine to endorse Nike. Prefontaine was primarily a long-distance runner, who once held the American record in the seven distance track events from the 2,000 meters to the 10,000 meters. Along with the new branding came an innovative sneaker technology, Nike Air in 1979. During this time the company completed an initial public offering (IPO) and became a publicly traded company.
Financial Analysis of Dick’s Sporting Goods Fall 2011 FIN534 Amini Cancel Professor Muleka Kikwebati December 6, 2011 Financial Analysis of Dick’s Sporting Goods Company Overview Dick’s Sporting Goods, Inc. was founded in 1948 by Richard "Dick" Stack at the age of 18 and since then, the chain has expanded to become one of the largest sporting goods retailers in the world. Dick's Sporting Goods, Inc. is a Fortune 500 American corporation in the sporting goods and retail industries. The company’s headquarters are located in Pittsburgh International Airport in Findlay Township near Pittsburgh, Pennsylvania and as of July 25, 2011, it has accumulated 451 stores in 42 states, all of which are primarily in the eastern half of the
Knight was given the nickname, “The General” by Dick Vitale because the he was highly educated in military history. Indiana reached the Final Four in 1973, losing to UCLA. In 1976, the Hoosiers were undefeated at 32-0 and won championship, beating Michigan 86-68 in the title game. Knight’s Hoosiers also won championships in 1981. When Indiana won the 1979 NIT championships, Knight led the U.S. national team to a gold metal in the Olympic Games as coach of the Michael Jordan team.
Foot Locker is on the 2nd year of their self-proclaimed 5 year plan of becoming the global leader of retail in athletic wear. They received 5.6 billion dollars in sales last year along with an improvement from $333 of sales per square foot to $406. Since Foot Locker has already achieved several of their financial goals in the five year plan, they have implanted new strategic priorities. They include: Create a clear customer focus to drive performance in its core athletic banners Make its stores and internet sites more exciting, relevant places to shop Deliver exceptional growth in high-potential business segments Aggressively pursue brand expansion opportunities Increase the productivity of all of its assets Build on its Industry Leading Retail Team The company also made financial objectives for the updated 5 year plan: * Sales of $7.5 billion * Sales per Gross Square Foot of $500 * EBIT Margin of 11 percent * Net Income Margin of 7 percent * Return on Invested Capital of 14 percent * Inventory Turnover of 3+ times According to Mr. Hicks, they have put
Nike started out from very humbling beginnings. Bill Bowerman wanted a lighter and more durable shoe to give his athletes an advantage during their races on the track. Phil Knight was simply a college athlete who graduated who was not ready to give up his life in the athletic world. From selling their first shoe models from the back of Phil Knights car to a fortune 500 company makes Nike one of the biggest success stories in the world. Although Nikes logo the Swoosh is one of the most famous logos ever, Nike reached its level of greatness by diversifying its company and buying several brands along the way to help increase the strength of the company.