Page 1

NIKE


Mercedes
Gerhardt



“To
bring
inspiration
and
innovation
to
every
athlete
in
the
world.”



 

Nike’s
corporate
goal
is
to
continue
creating
inventive
new
products
that
will
help
athletes
 advance
to
their
full
potential,
and
create
business
opportunities
that
will
put
Nike
above
 their
competition,
while
providing
value
for
their
shareholders.


 

Through
adoption
of
sustainable
business
practice,
Nike
is
committed
to
intergenerational
 life,
helping
the
environment,
and
increasing
quality
and
value
for
their
customers,
 shareholders,
and
business
partners.



Philip
H.
Knight
 Chairman
of
the
Board
of
Directors/
Founder
  

Bill
Bowerman
 Co‐founder
  

Mark
G.
Parker
 President
and
Chief
Executive
Officer
  


                               

Sports
equipment
 Gear
(Water
bottles,
sunglasses)
 Athletic
shoes
 Apparel

 Uniforms
 NikeID
(Customize
shoes)
 Live
strong
 Jordan
 SparQ
 Timing/Watches
 Cole
Hann
 Hurley
 Chuck
Taylor
 All
Star
 Umbro
 Converse



Geographics:
        

Region:
All
regions
 City
Size:
Less
or
more
than
100,000
 Urban/Rural:
Both
 Climate:
Multiple


Demographic:
                  

Age:
16
to
60
 Sex:
Male
and
Female
 Family
Life
Cycle:
4
or
Less
 Income:
$25,000
to
over
$50,000
 Education:
College
 Occupation:
Professionals
 Religion:
All

 Race:
All
 Culture:
North
America,
Western
Europe,
China,
Japan


Psychographics:
          

Social
Class:
Middle
to
Upper
 Marital
Status:
Single
or
Married
 Personality:
Driven,
Motivated
 Life‐Style:
Active
 Interest:
Being
involved
in
sports
or
exercising


Customer
Behavior:
          

Benefits
desired:
Enhance
Performance
 Usage
Rate:
Medium
 Brand
Loyalty:
Divided

 Usage
Situation:
Sports
or
at
home
 Media
Usage:
Newspaper,
TV,
Sports
magazines



  Adidas/
Reebok
   Puma


  New
Balance
Athletic
Shoe
   Under
Armour
   K‐Swiss
Inc.



Adidas
  

Comparables
to
Nike:


               

They
offer
a
less
expensive
product
than
Nike
with
the
same
quality.
 Owns
Reebok
 Does
better
in
Europe/
Large
soccer
brand
 Partnering
with
Samsung
in
creating
a
shoe
plus
a
phone
scheme
that
uses
wireless
biometrics
to
display
information
on
 an
adidas‐branded
Samsung
phone.
 Wanting
to
combine
technology
in
apparel
 Is
contracted
with
several
Big
Ten
college
sport
teams

 

 What
Nike
Does
Better


         

Nike
is
now
the
licensed
partner
with
the
NFL.
They
have
control
over
apparel
as
well
as
fan
gear.
 Nike
has
a
better
out
reach
of
customers
than
adidas
in
the
US.
 Nike
has
more
SBU’s.

 Nike
has
better
factory
conditions.
 Nike
E‐commerce
layout
is
easy
to
use.


Puma
  


Comparables
to
Nike:


         

Collaborates
with
high
fashion
designers
worked
with
Alexander
McQueen
and
Sergio
Rossi.
 Offers
sailing
apparel.
 Products
are
less
expensive.
 Environmentally
continuous.
 Motorsports
product.



           

What
Nike
Does
Better:
 

 Nike
has
more
sales
in
footwear
and
apparel.
 Nike
sponsors
more
charitable
events,
such
as
the
Chicago
Shamrock
Shuffle.
 Nike
is
more
popular
and
purchased
more
frequently
in
the
US.
 Nike
sponsored
more
soccer
teams
in
the
2010
World
Cup.



Demographics:
  

Strength‐
The
customer
can
afford
to
spend
money
on
the
products
and
can
afford
to
be
loyal
to
the
brand.


 

Weakness‐
Nike
doesn’t
reach
out
to
younger
customer,
which
has
a
potential
for
increasing
revenue.


Psychographics:
  

Strength‐The
customer
lifestyle
is
revolved
around
being
active
and
using
Nike
products.



 

Weakness‐
The
customer
is
getting
bored
with
the
same
product.


Geographics:
  

Strength‐
There
are
several
locations
that
a
Nike
product
can
be
sold
and
bought
for
example
a
Niketown
store
or
 sporting
good
store.
There
are
700
shops
in
45
countries,
making
it
convenient
for
customers
across
the
globe.




 

Weakness‐
There
are
very
few
stores
in
rural
areas.


Behavioral
Buying
Traits:
  

Strength‐
Customers
are
loyal
to
the
brand
and
keep
up
with
the
latest
products.


 

Weakness‐
Nike
comes
out
with
few
new
products
in
several
sporting
areas.



Product
mix
        

Strength‐
Customer
will
venture
to
other
Nike
products
because
of
the
great
customer
service
associated
with
the
name.

 

 Weakness‐
Income
of
the
business
is
heavily
involved
in
footwear,
which
makes
in
vulnerable
in
the
apparel
market.
 



Pricing
Strategies
        



 Strength‐
Customers
recognize
the
highest
quality
at
the
lowest
price.

 

 Weakness‐
Nike
is
not
willing
to
match
a
competitors
lower
price
on
a
similar
product.


Promotion
        



 Strength‐
The
customer
will
watch
sports
and
commercials
where
the
Nike
brand
is
marketed.
An
example
is
Nike
shoes
 being
worn
by
NFL
teams
or
a
specific
athlete.

 

 Weakness‐
Some
of
Nikes
other
product
and
product
lines
aren’t
marketed
as
well.


Distribution
      

Strength‐
The
store
has
a
wide
distribution
channel,
which
allows
for
on
time
delivery
for
customers.
 

 Weakness‐
Suppliers
in
overseas
countries
can
slow
down
or
prolong
distribution.



Competition
  

Opportunities‐
Nike
could
focus
more
on
fashion
forward
items
and
create
sunglasses
and
jewelry.
The
recent
association
 with
the
NFL
has
the
potential
to
drive
sales.



 

Threat‐
Competitors
are
becoming
more
aggressive
and
creating
high
quality
products.
There
is
also
an
increase
in
athletic
 shoe
brands.


Economics

  

Opportunities‐
There
is
a
possibility
to
expand
into
other
countries
and
create
more
jobs.


 

Threats‐
The
recession
could
result
in
closing
of
stores
and
the
loss
of
numerous
jobs.


Nature

  

Opportunities‐
Economy
boosting
projects
will
encourage
recycling,
helping
the
fight
against
global
warming.
There
is
 also
an
opportunity
to
create
active
wear
that
is
adjustable
to
weather
change.



 

Threats‐
The
textile
industry
damages
the
atmosphere.
Nike
is
struggling
to
retain
their
eco‐friendly
reputation.


Politics
  

Opportunities‐
An
opportunity
is
donating
to
a
political
charity
or
campaign.


 

Threats‐
Donating
to
a
controversial
campaign
could
cause
loyal
customers
to
no
longer
support
the
company,
such
as
 donating
against
gay
marriage.



 

Objectives
for
Products:




Create
2
new
niche
products
by
May
2013
that
pushes
competition
aside.


 

Strategy
1:

 

Tactic
1: 
Offer
a
new
product
that
has
a
Garmin
gps
device
in
it,
with
an
armband
that
helps
 track
the
customer
location,
heart
rate,
mileage,
and
calories
burned.
The
device
will
act
like
a
machine
 found
in
the
gym
but
for
those
that
like
to
be
out
doors.
The
Garmin
device
can
also
send
the
information
 to
smart
phones
and
keep
a
daily
workout
log.


 

Tactic
2: 
Create
a
product
by
collaborating
with
Garmin
for
marathon
runs.
Create
a
pacing
 devise
for
runners
and
allow
them
to
see
their
time
compared
to
other
runners.


 

Strategy
2:

 

Tactic
1: 
Create
a
type
of
dry
fit
that
keeps
the
moisture
off
the
person
but
also
maintains
a
 constant
cooling
temperature
once
the
body
temperature
reaches
a
certain
point.
This
would
be
an
 essential
item
for
marathons
in
the
summer
or
warm
climates.
It
could
reduce
the
risk
of
dehydration
 and
injury.


 

Tactic
2: 
Water
resistant
shoes
that
allow
off
terrain
runners
to
keep
their
feet
from
getting
 wet
and
resisting
blisters
or
other
foot
conditions.




Collaborate
with
technology
companies
for
more
efficient
workouts.



Create
a
product
that
keeps
the
athlete
safer
and
resistant
to
weather
conditions.



 

Objective
for
Market‐orientation:

 Super
bowl
2012



Offer
2
new
promotions
with
the
new
affiliation
with
the
NFL
by


 

Strategy
1:

 

Tactic
1: 
By
making
each
new
customer
fill
out
a
form
with
name
and
e‐mail
at
random
or
by
raffle
 the
winner
will
be
chosen.
The
company
then
can
offer
other
promotions
through
e‐mail.
There
will
be
four
 different
winners
in
a
2‐month
time
period
before
Super
bowl
2012.
The
winner
can
pick
their
favorite
team;
we
 would
offer
a
flight
and
two‐night
stay.



 

Tactic
2: 
There
can
be
five
winners
throughout
the
football
season.
The
winners
get
to
meet
the
 promotional
player
for
Nike
at
the
time.
The
Nike
promotional
player
chooses
the
winners.


 

Strategy
2:


 

Tactic
1: 
Give
out
a
scratch
off
card
to
every
customer
that
comes
into
the
store
and
makes
a
 purchase
that
has
the
chance
to
get
10%
off
or
the
chance
to
win
the
Super
Bowl
tickets.
Only
one
customer
wins
 with
two
tickets
available.
The
scratch
off
cards
will
be
given
out
during
the
holiday
season,
December
through
 January.



 

Tactic
2: 
Offer
a
limited
edition
shirt
oriented
with
the
two
NFL
Super
bowl
teams.
When
the
 customer
purchases
the
shirt
there
is
a
promotional
code
on
the
receipt
they
will
receive.
The
customer
then
 enters
the
code
on
the
website
for
their
chance
to
win
the
two
tickets.
This
technique
brings
people
into
the
store
 to
purchase
the
shirt
and
potentially
other
items,
as
well
as
brings
them
to
the
website.
The
offer
will
start
in
 January
and
end
a
week
before
the
Super
Bowl.




Offer
a
promotion
for
a
chance
to
get
Nike
gear
and
meet
a
NFL
football
player.



Offer
a
chance
for
one
frequent
Nike
customer
to
win
Super
Bowl
2012
tickets.



 

 

   

The
evaluation
of
the
new
product
is
based
on
the
consumer
interest
in
 the
product.
The
advertisement
and
marketing
team
will
be
assessing
the
 success
of
the
monokini.
The
product
was
a
great
idea
but
there
wasn’t
a
 large
enough
market
that
swims
for
exercise.
Those
that
do
swim
for
 exercise
don’t
have
to
buy
suits
often.
The
other
draw
back
to
the
 product
is
that
the
monokini
isn’t
stylish
enough
for
women
to
purchase
 it
for
other
use.
We
should
have
pretested
the
product
by
placing
it
in
 Niketowns
with
salespeople
suggesting
women
to
check
it
out.

This
 would
have
cut
cost
on
production
and
eliminate
spending
more
on
a
flop
 product.

 The
accounting
team
looked
at
our
product
against
sales
and
determined
 there
was
no
return
on
investment.
The
initial
sale
price
was
priced
 reasonably
for
the
company
and
the
quality
of
the
product.

 There
were
several
IMCs,
which
allowed
for
frequency
and
reach
for
the
 product.
 One
major
media
that
marketing
missed
was
exclusive
swim
magazines,
 such
as
“Splash”.


Nike Marketing  

Researched and developed my own marketing for Nike.

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