This is the mini case analysis of Nike

2. HISTORY
Philip Knight
 Established in 1962
 Founded by Philip Knight
 Originally named Blue
Ribbon Sports
 Renamed as Nike in 1970
 Designed the Swoosh in 1971
 Aired first ad campaign in
1988

3. MISSION
To be the world’s leading sports and fitness
company
🚀

4. VISION
To bring inspiration and innovation to every
athlete in the world
🔭

5. STRATEGY
 Believes in “pyramid of influence” where it
targets a small percentage of top atheletes
having a massive fan following
TOP
ATHELETES
MASS FAN
FOLLOWING

6. OBJECTIVES
 To be the world leader in sports equipment
and apparel
 To promote sports wear as fashion wear
 To enhance brand image by allying with
companies respected for social
responsibilities
📊

7. SWOT Analysis

8. Strength
 Strong global brand image
 High product quality
 Efficient R&D Department
 Loyal customer base
💪

9. Weakness
 Dependence on footwear sales
 Dependence on retailers
 Marketing solely driven by celebrity
endorsements
 Accused of violating labor laws
👎

10. Opportunity
 Could incorporate recycled materials in their
products
 Growing segment of female athletes
 Promoting sports wear as fashionable wear
 International expansion into growing markets
like Brazil
 Additional marketing to appeal to new
demographic groups
💡

11. Threats
 International currency changes reduce profits
 Negative publicity due to child labor,
controversial brand endorsers etc
 Highly competitive industry
 Profits mainly dependent on the sale of shoes
💀

12. Advertising Strategy
 Signs up top sports person as its brand
endorsers
 To expand overseas, made its advertisements
likeTV ads more relevant to the regional
masses
 Promoting equality as feminism is at its peak
 Nike aired its first ad in 1988 in its “Just Do It”
campaign, the most popular campaign so far
which subtly challenges people to chase their
goals

13. CHRISTIANO RONALDO
• Cristiano Ronaldo has generated over $500 million
in 2016.
• Ronaldo is the third athlete to sign a "lifetime"
endorsement with the company.
⚽️

14. TIGERWOODS
• In 2001, he signed a five-year extension that was
worth $100 million.
⛳️

15. MICHAEL JORDAN
• Michael Jordan is worth $1 billion, according to
Forbes.
• The brand brings in $2.5 billion a year in sales
🏀

16. The Four Ps

17. PROS, CONS And RISKS Associated
With Marketing Strategy
 PROS: Strong marketing strategy, works on
technological advancements, high quality
products
 CONS: Has the image of luxury brand, should
launch a cheaper line of products for middle
class customers, and work on eco-friendly
products
 RISKS: Promotes through celebrity endorsers
which is risky since sportspeople are often
involved in scandals like doping etc

18. If you were Adidas, how would
you compete with Nike?
 I would spend more on R&D, primarily on
eco-friendly products which is a weak spot for
Nike
 I would collaborate with major giants to
launch a new line of products like Nike+ and
Fenty by Puma
 Sponsor sports team, coaches etc
 If Nike was endorsing them, I would overpay
them to lead Nike

19. RECOMMENDATION
 Should establish an apt ecommerce network
to sell to customers directly
 Should keep track of changing market trends
 Should target growing economies like China
etc
 Promote gender equality more aggressively
 Keep in check so as to not violate any more
labor laws

20. Summary
 History
 Mission
 Vision
 Strategy
 Objectives
 SWOT Ananlysis
 Advertising
 Recommendation

21. Disclaimer
This presentation is made by Anvesha Bhatt
during a marketing internship by Prof.
Sameer Mathur, IIM Lucknow.