4. • Nike was previously known as Blue Ribbon Sports (BRS) founded in 1964
• Founded by track athlete Philip Knight and Bill Bowerman
• Initially operated as distributor of Japanese shoe maker “Otinsuka tiger”
• 1971 BRS-Otinsuka relationship ended and officially became “Nike”
BACKGROUND
5.
6. • Pronounced NI-KEY, is the winged goddess of victory according to
Greek mythology.
• The goddess Nike had the power to fly
• Nike logo Known as the SWOOSH logo is a graphic design created in
1971.
• Swoosh represents Motion and speed.
• The NIKE 'swoosh' embodies the spirit of the winged goddess .
NIKES HERITAGE
Tag Line: Just Do it
8. Nike has grown into the world’s largest athletic footwear and apparel
company.
Started with a shoe and a t-shirt.
• Today a diversified and complex global organization
• selling products in 170 countries.
• have more than 30,000 worldwide employees.
• have a dozen brands that serve more than 30 major sports and consumer
lifestyles.
• work with 600+ factory partners.
• Serve millions of consumers with thousands of products.
FROM A LITTLE TOWN IN OREGAON TO GLOBAL BRAND
9. Brands reaching across multiple sports, lifestyle categories, and price
points.
In addition to the Nike and Jordan brands
Subsidiaries include:
• Cole Haan (luxury shoes, handbags, accessories and coats)
• Converse (athletic and lifestyle footwear, apparel and accessories)
• Hurley (action sports and youth lifestyle footwear, apparel and
accessories); Nike Golf, and Umbro (a leading U.K.based
football/soccer brand).
NIKE’S BRAND PORTFOLIO
11. MARKETING THE BRAND AT EARLY STAGE
• Nike did aggressive brand marketing started during 1980s
and 1990s right from its introductory stage.
• Big-time spending on endorsements and sponsoring events
• Advertising during the Atlanta Olympics in 2004 and will be
the official US sponsor for the 2008 Beijing Olympics.
• More sending on research and product development.
12. SPONSORSHIPS & TECHNOLOGICAL ADVANCEMENTS
• Sponsoring professional sports.
• Sponsors professional leagues like the National Football League, National
Hockey League and National Basketball Association.
• Nike was the pioneer in selling sports footwear online.
• Opened its web site as early as in 1999 and has since then provided
multiple channels for selling all its products online.
• Entered into a marketing arrangement with United Postal Service to deliver
products ordered through mail order or the internet.
• E-commerce and internet technology made the brand move beyond
traditional segmentation.
• Mass customization strategy adopted by Nike(color, design or size)
13. POSITIONING
• Nike opted for sponsoring sportspeople wearing the brand rather
than event sponsoring.
• This provided the company a far more publicity mileage than the
traditional marketing techniques
• Logo was first advertised in a basketball championship
• Its advertising slogan “Just do it” has been a great hit with the
young customers.
• The Air Jordan commercials during the 1980s and 1990s increased
Nike's market share compared with Adidas and Reebok
14. INNOVATION @ NIKE
Creating game-changing technologies and products.
Few innovations from Nike
• Nike Fly wire support system-(Reducing weight)
• Lunar lite-(Reduces painful pressure on foot)
• Hyper dunk basketball shoe-(Speed, Lateral cutting ability and elevation)
Support for technological advancements
• Nike Sport Research Lab.
• Research committees
• Advisory boards made up of athletes, coaches, trainers, equipment
managers, rthopedists, podiatrists and other experts who consult with Nike
and review designs, materials and concepts for product improvement
15. BRAND IDENTITY PRISM
PERSONALITY:
• Sportive spirit
• Athlete
• Life Style
CULTURE
• Sports and Fitness
PHYSIQUE
• Just Do It
RELATIONSHIP
• Comfort
• Daring
USER SELF IMAGE
• Im athelete
• Im brand cautious
• Im cool
REFLECTED USER
• Full of energy
• Aggressive
• Competitive
• Brand cautious
25. • Swoosh as one of the most recognizable logos that symbolizes athletic
excellenceSpirit of determination,
• Strong Brand recognition
• Strong distribution
• Strong R&d
• High customer satisfaction
• Nike is not just shoes. It is Shoes + Technology.
• Created superior brand value by using endorsers to represent the
brand.
• Best example for creating, protecting and maintaining the brand
Nike Success
29. • Tyres
• Toys
• Sport goods
• Conveyer belts
• Paints and coats
MRF PRODUCT RANGE
30. CATOGERIES OF MRF TYRES
• Heavy duty track
• Light truck
• Cars
• Motorcycles
• Military Service
• Farm service
31. HERITAGE
1973
• First Indian company to export tyres to US .
1989.
• Collaborated with Hasbro International and launched funschool India in
• Collaboration with vapoure polyurethane for “Muscheflex conveyer and
Elevator belting” .
• Jawaharlal Nehru cricket trophy sponsorship.
• Accessories worn by players
1997
• F3 Car Industry entry
32. J D POWER ASIA PACIFIC
MRF won the award for customer satisfaction not 12 times till date
AWARDS
33. PRODUCT POSITIONING OF MRF
MRF’S FOCUS:
High Quality,High Endurance,Brand Loyalty,Strong Hold in
replacement.
COMMUNICATION:
Superior endurance & strength.
Sposors cricket and Rally racing to position the tyres with high
endurance and strength.
POSITIONING STATEMENT:
“TYRES WITH MUSCLES”
34. POSITIONING STRATEGY OF MRF
Benefit positioning “ Functional benefits of tyres”
• Quality
• Stability
• Tread design
• Long life
• Replacement
35. DISTRIBUTION STRATEGY
Skimming :Setting high price first and setting low price.
Penetration: Lowered price to gain customer base in the market.
Channels:
Factory to Regional distribution center(RDC)
RDC to CFA
Dealers
Over 3000delers in India
36. ADVERTISING STRATEGY OF MRF
• Print
• TV
• Outdoor
• Sports
• Rally
• Cricket bat
MRF PCE FOUNDATION(1987 Australian pace Dennis Lillee)
Set up by MRF to discover, nurture and train fast bowlers in Cricket.
Exchange program for coaches, bowlers and other staff helping them
share both talent and expertise.
37. STRATEGIES TO TAKLE COMPETITION
• Pad attention to two wheelers and heavuy duty trucks to differentiate
form competition(Bridgestone ,Appolo-4wheelers)
• First wheel care complex in 1989 “MRF TRREDROME”
• Opened Tires ad sales store
• Eco friendly tires 2007
• Choosen for Fighter jet tyre “ SUKHOI 30MKI”
• Replcement market Brand loyalty.
• ARPC “Asia pacific rally championship”rallies and victories
38. STRATEGIES TO TAKLE COMPETITION
Advertising through sports.
Few Brand ambassadors
• Sachin
• Brian Lara
• Virat Kohili
• Shikar dhavan
39. • Took customer‟s opinion on a tyre and met a few truck-drivers, and
understood that according to them tyres should be strong and
should replicate power.
• Thus the MRF Muscle Man was born in 1964.
• The „Muscleman‟ Indicated the image of the strength of the tyres
manufactured by MRF.
• Muscleman was then used on TV commercials during the 1980‟s
along with signature music, which quickly went on to become an
image that everyone could relate to.
• The Company has also hugely invested into a wide range of
Motorsports, Cricket across the world.
• Distribution and reach across the country in the form of dealers is
one of the success for MRF.
• Building loyal dealer network by various promotional schemes.
• Tyres made to match the road conditions.
MRF Success
40.
41. FIRST LOGO
The Newton Crest: 1976-1976
Newton sitting under an apple tree
The phrase on the outside border
“Newton… A Mind Forever Voyaging Through
Strange Seas of Thought … Alone.”
42. SECOND LOGO
• Rainbow stripes of the logo
• to “humanize” the company.
• No rhyme or reason behind the placement of the colors themselves,
• Green at the top “because that‟s where the leaf was.”
Apple logo is bitten to differentiate from Cherry
48. BRAND PERSONALITY
• Lifestyle
• Imagination
• Innovation
• Passion
• Hopes
• Dreams/aspirations
• Power to people through technology
49. DISTRIBUTION
• Own retail outlets with direct brand experience
• Visitors can discover and experience the products.
• Purchase after evaluation and fitment in their lives.
50. The iPod is a simple, stylish and innovative portabledigital music
device that appeals to young adultswho are tech savvy and have a
passion for music.The iPod is a market leader among MP3 devices
based on its functionality, originality and extensiveproduct range..
Ipod positioning statement
51. BRAND IDENTITY PRISM
PHYSIQUE
• Logo
• Easy access GUI
PERSONALITY
• Lifestyle
• Imagination
• Passion
• Dreams
• Aspirations
• Innovative
RELATIONSHP
• Friendliness
• Emotional
• Heart Felt
connection
REFLECTION
• Self enhancement
• Connected
CULTURE
• Believe in bringing
change
• Power to people
through
technology
• US Culture
SELF IMAGE
• Younger
• Fun making
• Customer feel
special
52.
53. • Products- easy to use
• Keep things simple:
Minimizes the decision making process for the consumer by
making things simple.
• Offer great customer service and in-store experiences
• Apple only makes a product if Apple can do it better
• Apple stays at least two years ahead of its competitors
Apple Success
54.
55. • Established Parech Dychem Industries in 1961.
• Name changed to PDI industries after merger with Kondivita Industries 1989
• Merged with Pedilite Industries in 1989.
• Has become largest manufacturer of adhesive
57. • Adhesive brand owned by the company Pedilite
• One of the largest adhesive selling brand in Asia
• First launched as easy to use glue for carpenters in 1961.
• First collapsible tube in 1970.
• Presently available in multiple pakages.
• Enjoys 70% of the market share
• Sold in 50 countries across.
62. Engaging with core target audience – the carpenters
Creative advertising targeted towards the retail segment
BRANDING STRATEGY
63. CONNECT WITH CARPENTERS
Fevicol Furniture Books:
showcases to the carpenters the current
styles & trends with illustrations in furniture market
Fevicol Champion’s Club (FCC) :
(Activities that focus on uplifting their lifestyle)
• Swatch Bharat Abhiyan,
• FCC Maha Milan (a networking opportunity
for various office bearers of various chapters),
• Blood donation camps,
• free dental check-ups
• celebrations during festivals have been organized under the FCC
initiative.
• Shram Daan Diwas :30,000 +woodworkers & contractors repaired &
refurbished furniture at government schools & local NGOs free of
cost
Shram Daan Diwas
64. Creative advertising
Ogilvy and Mather (O&M) has been handling the Fevicol account since
the 1970s and over the past 20 years.
Together bagged more than 99 awards (Cannes, Abby, Asian Ad awards
& Clio to name a few)
Strategy adopted by O&M for Fevicol
• To make bonding a Fevicol attribute
• Indian flavour in the communication
with a touch of humour/fun
69. Some memorable Fevicol tvc’s
• Bob christo chair wrestling
• Fevicol ka majboot jod hain….tutega nahi(1989)
• Fevicol Truck Ad
• Fevicol Hen & Egg Ad(1998)
• Moochwali Ad
72. BTL
Objective: To bring the strength of the adhesive.
Ocassion:Ganesh chaurthi
Property created: Fevicol Room
Devotees walking into the room are treated to an illusion of them 'walking
on walls' and 'hanging by the ceiling'.
73. To reinforce the position of Indias Reliable Glue
BTL
Free Store: Fun store
• Store was set up in one of India‟s hottest malls and glued the objects
to the stand.
• If a person could take it and break the bond, it was free!
• Everything from the smallest spoon to the flowers in the vase, was
glued down by Fevicol.
Agency:
Ogilvy & Mather, Mumbai
74. IN STORE
• Placed acrylic sheets on
ceiling of shops.
• Mirror image of Fevicol
logo on floor.
• Customers then they look
up and the feel upside
down.
This is to communicate as
An ultimate adhesive
Man Hangs from ceiling
75. Fevicol Song in Dabangg 2 :
An item song featuring Kareena Kapoor was shot for the film which used the
word „fevicol‟ in its lyrics .
In-film placement
-Golmaal & Son of Sardaar.
Star Sports Pro Kabaddi League (2014)
The line “Fevicol ki pakad chootegi nahin” was used for on-air & on-ground
promotions every time a kabaddi player was caught.
This turned out to be a good strategy for Fevicol for its brand promotion as the
league‟s viewership was around 128 Million.
OTHER MEDIUMS
82. • The product‟s ease of application worked as a unique selling proposition for
the brand.
• Fevicol‟s initial strategy was to help carpenters realize the importance of using
quality products, since one does not save too much by using cheaper
unbranded alternatives.
• Fevicol, approached carpenters directly.
• This direct marketing initiative was one of the most successful strategies
employed by the company and helped the brand gain a strong foothold in
the white glue market.
• Apart from product quality, maintaining close contact with its primary target
audience, the carpenters, has helped Fevicol sustain its leadership position in
the white glue market.
• The Fevicol Champion‟s Club (FCC) -served as a platform for carpenters to
increase their social contacts and be part of a social network.
• Organizing free dental checkups, blood donation camps, or celebrations
during festivals like Independence Day played its part to build strong brand
equity for Fevicol.
• Intelligent humor in advertising has helped keep the brand alive
Pedilite Success
83. One of the leading player in Indian oral care market with a history of 200years.
85. 1806:
Founded by William Colgate in NewYork to
make starch, soap, and candles under the
name William Colgate & Company.
1857: William colgate died and company was
recognized as Colgate & Company.
1873:
First toothpaste was launched sold in jars.
Colgate Palmolive milestones
90. 1896: Colgate Dental cream
1928:
Colgate and Palmolive-Peet merge
1937:
the company moved into India.
1966:
Palmolive dishwashing liquid is introduced
91.
92. 1937: launch first toothpaste Colgate dental cream
1949: launch tooth powder and toothbrush
1950: Palmolive shave cream
1976: Aquires Hill pat nutrition
Colgate winter fresh gel toohpaste
1983: Colgate plus tooth brush
1989: Palmolive extra care soap launched.
2003: launch oral health month program
Colgate Palmolive milestones
96. • Launched food product “Colgate Kitchen Entrees”
• Idea: Consumers would eat their meal and brush teeth
• This idea not only failed but also reduced toothpaste sales
Unsuccessful Brand Extension
99. Body
Body
Focuses on mainly health and comfort of its products:
4 categories
1. Oral Care: trying to prevent any types of gum diseases, cavities,
while maintaining fresh breath
2. Personal Care:
helping to clean your body, making you feel fresh and clean all
through the day
3. Home Care:
Products that help insure a clean household
4. Pet Nutrition:
Nutrition products for your beloved pets giving them a long, happy,
and healthy life
100. Soul
Soul-
The soul of this brand is geared toward comfort and
happiness within a family home
•Example, Colgate Kid‟s toothpaste
-Parents know that it is very difficult to get children to brush
their teeth correctly
-Creating a flavor that tastes good to them makes parents
feel confident and proud that their children want to brush
their teeth
•Care for pets and proud to make pet food can that make a
difference in pets life
102. The Colgate Promise
Oral Care:
Products that make users smile brighter and healthier
Personal Care:
Quality personal care for the people you care about the most
Home Care:
Making the brands that make a home
Pet Nutrition:
Care for pets and proud to make pet food can that make a
difference in pets life
108. • Similar or at a slightly higher range than other products
• As dentists also recommend the product, the extra costs do not feel a burden
to the buyer
• Products available in various pack sizes like 50g, 100g, 200g, 500g, and in
combo packs which look attractive to the customers
Offers
• Prices are constant but consumers receive added benefits like extra quantity
of product
• Another Colgate product with the main product as an offer.
• Other value added offers (schemes, cross industry offers).
Company has advisors who are in touch with market. And revise pricing policy
Price
111. • Innovative Schemes
• Attractive packaging
• Easy familiarity of products with color “Red”
• In store arrangements.
• TV
• Radio
• Print (Newspapers, magazines)
• Bill boards
• Hoardings
• One to one relations(My Space ,Twitter,Facebook)
• Celebrity endorsements(Lara Dutta, Kareena Kapoor Khan, Sonam
Kapoor and Priyanka Chopra.)
112.
113. What Colgate did?
• Sponsorship for dental conventions
• Working closely with dental professionals
Exhibit-American dental ass(annual session)
Many More
115. Easy Familiarity with Red color
• Colors used: Red , white& Blue
• The only colors used on the website
Red - energy and happiness
White- shine and sterility
blue - cold freshness of stream water and confidence.
125. Innovative Ideas: Colgate Chocolate sticks
Place :Thailand
Idea:
• Colgate tie up with local ice-cream manufacturer
• Ice-cream sticks shaped like a toothbrush inserted into its ice cream
bars
• As kids licked down to the end, they saw Colgate’s logo and a
reminder, “Don’t Forget.”
• Cotton candy and lollipops distribution at annual events during Oral
Health Month in Thailand
Agency : Young and Rubicam (Thailand)
128. Brand Ambassadors for Colgate.
All renowned celebrities get reflected with the brand
129. Physical:
• FMCG with tubes
• White base with
eye catching
packaging.
Relationship:
• Affordable and
daily improved
good product
Reflection:
• Healthy & Modern
person
Personality:
• Efficient and
dynamic person
Culture:
• Innovation
• Quality &Caring
Self Image:
• Feeling confident
• Take care of
myself with a trust
worthy product
Brand Prism
130. • Not only the older generation which grew up with Colgate, it is a first
brand, even for the young, when it comes to oral care
• Broad product portfolio & apt differentiation based on the benefits
provided by Colgate is the driving force for them to be competitive
• Constant innovation in products and communication.
• Colgate has is its extensive distribution network in rural & urban
markets which makes it highly competitive
• Increasing the product lines with focused strategy.
(Colgate Gel, Colgate Sensitive, Colgate Herbal, Colgate Active Salt
and Colgate Total etc).
• Tie up with dental associations across all countries adding to trust for
the product
Colgate's Success
