Nike David Paterson Supawaree Patravanich Solidah Sath History: • Began in 1964 as Blue Ribbon Sports. • In 1972, a new kind of shoe was introduced entitled Nike. • In 1979, held patent on ‘Air’ type of cushioning for soles of shoes. • Went public in 1979 on NYSE. • Blue Ribbon Sports merged into Nike, creating Nike, Inc. • Been operating Nike Factory Stores since 1984. • First Niketown opened in Portland, Or in 1990. Overview of Company: • Was founded by Bill Bowerman and Phil Knight. • Employs 29,000 worldwide in 27 countries. • Owns over 200 Nike factory stores. • Operates facilities in Oregon, Tennessee, North Carolina, and the Netherlands. Mission 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 of Nike) Awards: • Nike has received numerous awards recently. • Recognized by Fortune magazine • Nike ranked # 1 in the ‘Companies in a Class of their Own’ list for use of organic cotton and re-use a shoe campaign. Growth: • Company has been market leader for many years. • Forecasts revenues of $23 billion by 2011. • Adidas has tried to close gap. Competitors: Target Market: • Any athletes who… – Love sports – Seek… • Quality • Performance • style Products: • Footwear Products: • Apparel Products: • Equipment Products: • Accessories Products: • Sport lines – – – – – – – – Action Sports Baseball Basketball Cardio Cycling Fitness Dance Football Golf – – – – – – – Lacrosse Running Soccer Swim Tennis Training Yoga Products: • College licensed gears Products: • • • • Choose material and color Personalize symbol or ID Available within 4 weeks of order Premium prices Products: • Enhance running experience – Pick workout and custom playlist – Run with real-time feedback – Sync and track progress Price: • Better Wholesale Price Zone – Women’s footwear collection range between $90-200 • High quality and a certain level of performance • Extensive R&D and rigorous tests to ensure high quality Promotion: • Nike Swoosh • “The Second Coming” • Employ Celebrities and well known Athletes Place: • Combination of Direct and Extended Marketing Channels – Lead time is crucial – Eliminate the unnecessary middle men • Mass Distribution Channel • Can be found in large department stores, online sites, and even in major athletic catalogs Store Layout and Design: • Variation of free-flow and loop layout • E.g. NikeTown Seattle Floor Plan Store Layout and Design: • Modern/sporty interior design / n i k e b i z . j h t m l ? p a g e = 6 & i t e m = r e s e a r c h Store Layout and Design: • Modern/sporty interior design • Active music References: Hincker's Homepage . Retrieved February 21, 2007, from Nike and the American Body Web site: http://xroads.virginia.edu/ ~CLASS/am483_97/projects/hincker/nike.html (2007). Nike Site. Retrieved February 21, 2007, from Nike.com Web site: http://www.nike.com/index.jhtml#l=nikehome&re=US&co=US&la=EN (2007). Product Technology. Retrieved February 21, 2007, from Nikebiz: The inside story Web site: http://www.nike.com/ nikebiz/nikebiz.jhtml?page=6&item=research (2004). Evolution of Marketing Strategy. Retrieved February 21, 2007, from Nike Web site: http://www.icmr.icfai.org/ casestudies/catalogue/Marketing1/MKTA018.htm Enderle, Hirsch, Micka, Saving, Shah, Szerwinski, (2000, March, 14). Strategic Analysis of Nike, Inc.. Retrieved February 21, 2007, from http://condor.depaul.edu/~aalmaney/StrategicAnalysisofNike.htm JUST DO IT