1. Marketing WS 2013/14
Prof. Sabine Haller
Pinzari Ana

2. Content
 About
Nike
Marketing Mix
- 4P’s
- Vision & Mission
SWOT Analyses
Statistics Inf.
First Video Advertising
 To conclude
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Pinzari Ana/ Marketing/ HWR Berlin
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3. About Nike

American multinational corporation that
is engaged in the design, development
and worldwide marketing and selling of
footwear, apparel, equipment,
accessories and services.
January 25, 1964 Blue Ribbon Sports
Bill Bowerman and Phil Knight
 May 30, 1971 renamed Nike, Inc
 Name meaning : the Greek goddess of
victory.

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Pinzari Ana/ Marketing/ HWR Berlin
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4. Owned Subsidiary

5. Vision Statement
“To bring inspiration and
innovation to every
athlete* in the world”
* “If you have
a body, you
are an
athlete”
Bill Bowerman,
co-founder

6. Marketing Mix

Product
•Professional Equipment
• Accessories
• Casual line of dress and footwear for men,
women and children.
• The production facilities are located close to
the raw material to have low labor prices.
• R&D : detail orientated on needs, age , gender
Price
• Competitive pricing policy
• Flexibility : type, season and the size and
purpose.
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Pinzari Ana/ Marketing/ HWR Berlin
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7. Placement
• Global Network
 Promotion
•1988 “Just Do it ”

• Celebrity Branding
•Online Stores
•Youth targeted media
• Sponsorships
• The brand swoosh logo and image makes
the company recognizable all over the globe.
•Nike Digital Sport
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8. Strengths and Weaknesses
STRENGTHS:
 Strong brand recognition
 Internet sales
 Growing international presence
 Superior research and
development department
 Strong financial returns
 Strong sense of culture in the
working environment
 Great celebrity spokespersons
 Automatic replenishment system
 Successful experience being
competitive
 Nike doesn’t own any factories
 Successful and innovative
marketing campaigns
WEAKNESSES:
 Lack of stores catering to the
active females
 Poor employment practices at
their international
manufacturing sites giving a
bad reputation
 CSR
 Heavy dependency on
footwear sales

9. Opportunities and Threats
OPPORTUNITIES:
• Customer use of company’s
products change from athletic
purpose to a fashion item
• Development of international
trade (GAAT and NAFTA)
• Generation Y children (born
between 1979 and 1994) will
reach 60 million
•General demand for
clothing/footwear for leisure
activities continues to increase
• Growing e-commerce’s
positive effect since one of
company’s competitive
advantages is Internet sales
•Women demand for athletic
footwear and clothing is
increasing significantly
THREATS:
• Competitors which copy
company's business model (high
value branded product
manufactured at a low cost)
•Reebok's strong presence with
204 factory direct stores
•Adidas-Salomon AG, top
European competitor
• The impact of foreign currency
fluctuation and interest rates, and
political instability
• Labor and political unrest in the
suppliers countries
• Cost orientated customers vs
company’s higher-end market.

10. COMPETITORS
IN THE DOMESTIC MARKET
(i.e. U.S.) NIKE IS THE
INDUSTRY LEADER WITH
47% MARKET SHARE,
FOLLOWED BY REEBOK, A
DISTANT 2ND WITH 16%
AND ADIDAS WITH 6%.
NIKE
IS THE LARGEST
SELLER OF ATHLETIC
FOOTWEAR AND APPAREL
WORLDWIDE BY SALES.

11. Statistics
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Pinzari Ana/ Marketing/ HWR Berlin
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Pinzari Ana/ Marketing/ HWR Berlin
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14. Advertising
First Nike basketball Commercial 1975
http://www.youtube.com/watch?v=RsTpI
E7E_D0
Nike - My body is my weapon
http://www.youtube.com/watch?v=A_oo
JE9Veo0
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Pinzari Ana/ Marketing/ HWR Berlin
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15. Thank You for your Attention
=)
Questions
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Pinzari Ana/ Marketing/ HWR Berlin
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16. References

Nike – Marketing Strategies , Vivek Wamorkar, NIT Imperia Bangalore Center jul10.2011

Digital Marketing of Nike: From Communication to Dialogue, IBS Center of Management
Research, 2012

Nike Environmental Apparel Design Tool http://www.dexigner.com/news/22035

nike general info http://uk.finance.yahoo.com/q/pr?s=NKE

nike and social media

http://www.socialbakers.com/blog/790-nike-wins-brand-battle-on-social-media

nike history
http://www.fundinguniverse.com/company-histories/nike-inc-history/

brand info + products
http://nikeinc.com/
http://nikeinc.com/press-release/page/17

advertising and society
http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/

Why Nike's Buzz Marketing Strategy Is Riskier Than Red Bull'

http://www.forbes.com/sites/panosmourdoukoutas/2012/10/18/why-nikes-buzz-marketingstrategy-is-riskier-than-red-bulls/

Nike emotional branding
http://602communications.com/2013/02/nike-brand-strategy-emotional-branding-using-thestory-of-heroism/
http://advsoc2013.wordpress.com/2013/05/13/nike-fuels-a-global-community/
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