Presentation on theme: "Prepared by M. Onur KALYONCU University of Applied Sciences OFFENBURG"— Presentation transcript:
1Prepared by M. Onur KALYONCU University of Applied Sciences OFFENBURG
2-Mini Quiz-When was the company founded?1884199919061968
3-Mini Quiz- What is the first name of Nike company? - Ekin - Mike - Red Ribbon Sports- Blue Ribbon Sports
4-Mini Quiz- What is the meaning of Nike? Sport Freedom Fighter Greek winged Goddess of victory
5The Journey1960s-Phillip Knight(ceo) & William Bowerman partnered to sell running shoes to athletes1970s- cash in on America’s running craze:1)1972- $ 3 million2)1980- $ 270 million3)1986- $ 1 billionOkay let me tlak about the journey of nike compnay
6Results from the problem Problems in mid 1980s:Demographic changes- baby boomers pushed into their late forties & felt less like running.2. Market for running shoes become highly segmented (mature market)-many different models for every nuisance of customer need.Competition-Reebok create new market orientations to sell sneakers based on fashion rather than performanceResults from the problem1984- Nike’s unit sales decreased 17%- market share declined 31% to 24%1987- have only 18.6 % share of shoes marketAction takenIntroduced technological features to enhance shoes performance.Use of celebrities as spokesperson. Air Jordan was a major hit.Using advertising as marketing strategy
7Challenge in late 1990s 1) Shoe market had changed -younger customer favors of hiking boots & more casual footwear.-teens began participating in nontraditional ‘extreme’ sport.NIKE responded by introducing ACG (all-condition gear)2) Controversy surrounding its overseas labour practices-Nike being accused of utilizing sweatshop labour in developed nations. Protest sprang.NIKE created corporate & social responsibility department.
8Nike’s focusCreate authentic athletic footwear, apparel, equipment and accessories for sports and fitness enthusiastsThrough subsidiaries, design and sell a line of men’s and women’s dress and casual shoes and accessories
9BRANDS Converse NikeTown Cole Haan Nike Football Nike Basketball Nike All Conditions Gear (ACG) Nike+ Hurley International Jordan Brand Nike GolfNIKE, Inc.’s wholly-owned subsidiaries – Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd. – play a significant role in our plan to grow to $23 billion in revenue by the end of fiscal At the end of fiscal 2008, NIKE, Inc.’s subsidiaries contributed approximately $2.6 billion of the company’s $18.6 billion in revenue, a 16 percent improvement over fiscal 2007.Cole Haan (1988)Bauer (1995)Hurley (2002)Converse (2003)Exeter Brands Group (Nike created 2004)Starter (2004)
10Nike ManufacturingAs of May 2009, Nike’s three main product engines - footwear, apparel and equipment - used almost 700 contract factories in 52 countries to manufacture all Nike products, employing close to 800,000 workers. It is Nike’s mission to make responsible sourcing a business reality that enhances the lives of these workers.
12Announced two months ago and now shipping is the Nike + Apple iPod Sport Kit, a pair of shoes that talks to your iPod, and then lets your iPod talk to you.The Nike shoes keep track of your running (or walking, skipping, hopping,limping or jumping) distance, time, speed and even calculates calories burned, sending that info to your iPod that speaks the data to you so you don't even have to look down at the screen.When you're done with your workout, upload that information and graph your progress, and even have virtual races with other people's shoes online.Apple + Nike Sport Kit ShipsBefore this month is out, Nike will be releasing the first two of six shoe styles with these wizardly features, including its Air Zoom Moire+ and Air Zoom+ which will retail for between $80 and $100. The iPod wireless sensor and receiver combination, Nike + iPod Sport Kit, is $29. – Charlie White
13Product Mix for Nike Football FootwearStuds for StrikerMid fieldersDefendersEquipmentBallBagsWatchesNational Team GearJersey for Brazil, England… .,Club GearClub Jerseys like Man U, Real Madrid,BarcelonaApparelHeadwearTops/PoloJerseyJacketsShortsShocks
14Who are wearing Nike products? NBA playersClub teamsColleges and universitiesBaseball playersBoxingCyclingAmerican football playersGolf playersTennis playersFootball playersSwimming……Everybody!Kobe Bryant (Los Angeles Lakers)LeBron James (Cleveland Caveliers) 100 more playersGolf player Tiger Woods
16New Products Advantages Nike have to face when Nike introduces a new attributes and new products frequently.Advantages+ Nike will able to improve their performance in searchingnew 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 thesame time expand their market share.With the wide range of pruduct and sport areas nike has to create new products.
17Disadvantages Customer reaction - Increase the cost in handling inventory, designing, advertising and productionCustomer reactionThey 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.
18They start to chance the just do it for example for nike basketbal they have new slogan dont just play….. Play with hearth
21OPPORTUNITIES&THREATS + Increased sales due to the strengthening economy+ More positive public perception of Nike’s social responsibility+ Growth through increased presence in low- to mid-priced shoe market+ New athlete name recognition- Growing competitionCompetitors attracting female consumersHuman rights concernsNike has been criticized for contracting with factories in countries such as China, Vietnam, Indonesia and Mexico. Vietnam Labour Watch, an activist group, has documented that factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as 1996, although Nike claims that this practice has been halted
22Advertising Strategy Designed to make a connection to the consumer Seldom pitch the product directly or talk about product attributesSometimes don’t even mention the company’s name featuring instead only the swoosh logoMaking new contracts with sportsmenCollaboration ads with another strong branded product, such as Apple iPod
23Nike and Media http://www.nikepedia.com https://www.nikemedia.com/ The company also has a program called NIKEiD at nikeid.com, which allows customers to customize designs of some styles of Nike shoes and deliver them directly from manufacturer to the consumer.
24SAN FRANCISCO, Calif.(October 18, 2009) –Over 20,000 women from 50 states and 25 countries completed the Nike Women’s Marathon (NWM), the largest race of its kind in the world, raising more than $14 million for The Leukemia & Lymphoma Society (LLS).
25Didier Drogba (Chelsea) Joe Cole (Chelsea) Andrei Arshavin (Arsenal) November 30th, 2009 One the day before World Aids da some of the world’s best footballers joined U2 frontman Bono Bono at announcement of partnership between NIKE, Inc. and (RED).Didier Drogba (Chelsea)Joe Cole (Chelsea)Andrei Arshavin (Arsenal)Marco Materazzi (Inter Milan)Denilson (Arsenal)Lucas Neill (Everton)Clint Dempsey (Fulham)Didier Drogba (Chelsea), Joe Cole (Chelsea), Andrei Arshavin (Arsenal),Marco Materazzi (Inter Milan), Denilson (Arsenal), Lucas Neill (Everton),Clint Dempsey (Fulham) and Seol Ki-Hyeon (Fulham), came together inLondon today to announce a partnership between NIKE, Inc.This unique partnership delivers a two-pronged approach to fight HIV/AIDS in Africa by delivering funds to support programs that offer education and medication on the ground and will harness the power of sport to engage youth around the world in the fight against AIDS in Africa.
26Let the Clean Economy Begin The consistently growing textile industry often negatively impacts the environment. Because Nike is a large participant in this manufacturing, many of their processes negatively contribute to the environment. One way the expanding textile industry affects the environment is by increasing its water deficit, climate change, pollution, and fossil fuel and raw material consumption. In addition to this, today's electronic textile plants spend significant amounts of energy, while also producing a throw-away mindset due to trends founded upon fast fashion and cheap clothing. Although these combined effects can negatively alter the environment, Nike tries to counteract their influence with different projects.In partnership with the World Wildlife Fund (WWF), NIKE, Inc. is part of an alliance called Climate Savers with other leading global corporations supporting global action on climate change. Nike is committed to supporting a new energy future for our nation and the world. By 2010, Climate Savers companies will have collectively reduced 50 million tons of CO2 emissions over a decade of action, alone.Nike was recognized for leadership in climate change from the WWF in 2007 for reducing its annual CO2 emissions to 18 percent below its 1998 levels. The company is committed to building awareness of the impacts of climate change and lending its voice to the call for urgent global action.In 2007 for reducing its annual CO2 emissions to 18 percent below its 1998 levels
27Summary Type Public (NYSE:NKE) Founded: 24 January 1968 Founder(s): William J. “Bill” Bowerman Philip H. KnightHeadquarters Beaverton , Oregon,United StatesArea served: WorldwideKey people: Philip H. Knight (Chairman) Mark Parker (CEO) & (President)Industry Designing and Manufacturing: Sportswear Sports equipmentProducts: Athletic shoes Apparel Sports equipment AccessoriesRevenue▲ US$ billion (2008)Operating income▲ US$ billion (2007)Net income▲ US$ billion (2008)Total assets▲ US$ billion (2008)Total equity▲ US$ billion (2008)Employees 30,200 (2008)