3 HistoryNike Inc. is an American multinational corporation that is involved in the design, development, and marketing of footwear, apparel, equipment, accessories, and servicesBlue Ribbon Sports was founded by Bill Bowerman and Phil Knight in 1964 (later became Nike Inc. in 1978)
4 HistoryPhil Knight was a track athlete at the University of Oregon and Bill Bowerman was his coachBill Bowerman and Phil Knight each invested $500 to launch an athletic shoe company
5 HistoryThe Nike “Swoosh” was designed by Carolyn Davidson and was first introduced in 1971In 1976, Nike hired John Brown and Partners as its first advertising agencyBy 1980, Nike had attained 50% of the market share in the U.S. athletic shoe market
6 HistoryIn 1977 Nike used its first brand ad called “There is no finish line”Wieden+Kennedy became Nike’s primary ad agency in 1980Co-founder Dan Weiden was the one who coined the famous slogan “Just do it” in 1988.His inspiration came from the last words spoken by Gary Gilmore, “Let’s do it”, before he was executed
7 Slogan Gary Gilmore, January 17, 1977 http://seventies1970s.com
8 CultureNike’s wants an open and creative culture that harnesses diversityThey also want their culture to inspire ideas and ignite innovationTeam composition, manager excellence, and team culture are all critical to Nike’s successNike has three main priorities
9 Culture The first priority is to focus on the fundamentals They offer a resource center with various tools and exercises to help teams discover how diversity drives creativity and innovationsNike offers team experiences and exercises to help promote diversityTo date, Nike has facilitated more than 200 sessions in 30 countries
10 Culture The second priority is to empower inclusive cultures In 2009 Nike invited a panel of young employees to share their perspectives and experiences with senior leadershipThis event inspired more meetings in 20 other locations worldwide
11 Culture The third priority is to inspire ideas and innovations More ideas lead to better ideas, and better ideas lead to innovationNike’s focus on culture has been recognized by colleges such as Georgetown University
13 Distribution Strategy Focus on more interactive, digital marketing elements2010: $800 million on non-traditional advertisingDecreasing reliance on TV and print advertisementsSpending ↓40% in past 3 years
14 Competitors Nike competes in the following: Athletic apparel/footwear industriesSports equipment manufacturing industryMain direct competitors include:AdidasUnderArmourReebokPuma
15 4 P’s: Product Wide range of sports equipment First product: Track Running ShoesCurrently also make shoes, jerseys, shorts, base layers etc.Nike recently teamed up with Apple, Inc. to produce Nike+
16 4 P’s: PriceNike uses a vertical integration in pricing wherein they own participants at differing channel levels or engage in more than one channel level operations.Attempt to control costs and influencing pricing practicesThe pricing is based on the basis of premium segment as target customers.
17 4 P’s: PlacementCarried by multi-brand stores and the exclusive Nike stores across the globe.Sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around the world.Internationally, Nike sells its products through independent distributors, licensees, and subsidiaries.
18 4 P’s: Promotion Athletes: Ronaldino, Renaldo, and Roberto Carlos (soccer)Lebron James, and Jermane O'Neal (basketball)Tiger Woods (Golf)
19 4 P’s: Promotion Sponsoring for Events Websites Hoop it up The Golden West Invitational
20 Social Media Numerous different account types: Sport City Product Nike Co.Social Media Campaigns
27 Internet Buzz Cleverly develops controversial ads Generate media frenzy via word of mouth“Free” advertising
28 Future Campaigns & Promotions Nike will continue to use celebrity endorsementsNike will try to market to new sportsWith the growth of social media, Nike will continue to advertise its products on Facebook and Twitter
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