First appearing in 1971, this brand has gone on to become one of the most recognizable brands on this planet

The marketing budget of this brand exceeds $ 2.4 billion, more than the GDP of Bhutan, Tonga and 23 other countries. logo that was The brand designed for $35 has powered the brand to a value of $ 15.9 billion

NIKE INC. - Company History

Type :
Founded : Founder:

Public
1972 William J Bowerman and Philip H Knight

Headquarters: Beaverton, Oregon, US

Key People: Industry : Philip H Knight(Chairman) Mark Parker( CEO) Sportswear , Sports Equipment

Products:

Athletic shoes, Apparel, Sports

Equipment, Accessories

Company History

1962 Founded by Philip Knight as Blue Ribbon Sports 1964 Became a partnership between Knight and William Bowerman

1971 Renamed as Nike The Greek Goddess of Victory

1972 Carolyn Davidson paid $35 for designing the famous Nike Swoosh logo

1978 Officially coined as Nike Inc.

1980 Went public 1988 Launch of their Just Do it Campaign 1996 Equipment Division is created

2003 Acquired converse for $205 million

2011 Revenue of $21 billion

Nike The leader

No. 1 in its category

47000 retailers worldwide with independent distributors, licensees and subsidiaries Operates in 160 countries and Manufacturers in 45 countries 23 percent of the total sales in the US Accomplishment of producing the worlds lightest shoes It markets its products under its own brand as well as Nike Golf Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries such as Umbro,Converse etc.

Product Portfolio
Athletic Shoes Apparel Accessories Sports Equipment

REVENUE - Nike vs Competitors

ADIDAS

PUMA

Brand

Brand:

"Improving every athlete's performance through innovation".

Authenticity, inspiration, honesty and commitment

Defined as a mix of sport, lifestyle and fashion to increase its desirability

Puma differentiates itself from Nike by communicating "lifestyle driven style" with "active lifestyle

Logo

Three stripes and the slogan impossible is nothing. 3 stripes on the Adidas Logo represents a mountain, pointing out towards the challenges that are seen ahead and goals that can be achieved.

Logo

Combination of a symbolic icon and bold typeface. An image of an animal otherwise called a cougar

BRAND VALUE- Nike vs Competitors

2009 : Tiger Woods, Nike spokesperson exposed by multiple media outlets as a serial adulterer 2010: Olympic Games for Team Great Britain: Adidas to team up with Stella McCartney to make the kit as stylish as possible FIFA WORLD CUP, SA, NIKE: World Cup advert, featuring Wayne Rooney and Cristiano Ronaldo. 14 million views in less than a month

FIFA WORLD CUP, SA, ADIDAS: Star Wars themed World Cup video featuring David Beckham. 2.8 million views in the first week
PUMA: Usain Bolt signed the biggest sponsorship deal ever recorded in athletics

Nike Brand Communication

Symbol/Logo : Swoosh

Slogan : Just Do It
Swoosh represents the wings in the famous statue of the Greek Goddess of victory

Evolution of the Swoosh

Functional and Emotional features

Functional Functional Benefits Comfortable, Authentic, functionally Innovative and uniquely Designed Innovative Technology Airmax Emotional Emotional Benefits Exhilaration of athletic performance excellence Feeling engaged, active, and healthy Exhilaration from admiring professional and college athletes as they perform wearing "your brand" - when they win, you win too" Associated with top athletes with the theme Sportsmanship and Unrelenting Effort -

Shox

Total 90

Aakers Big brands need to be beyond the purely functional relationships.

Symbolic Meaning
Products moving beyond functional use: Serving as a means of communication between the individual and his significant references Individuality & Uniqueness Affiliation and social identification

Started as a response to Reeboks initiative on designing "style", "fashion" aerobics shoes in 1980s Just Do It focused on the person wearing the product rather than the product Celebrity endorsements appealed to the consumers' sense of belonging and "hipness".

If you want to be hip, wear a Nike Nike US share increased from 18% to 43%

Brand Loyalty
Nike has become mind and heart of its customers 77 percent of male Americans from the age of 18 to 25 chose Nike as their "favorite shoe Post purchase engagement through nikeplus

Brand Awareness
Brands presence in the customers mind The Swooshification of the World
97 percent of American citizens recognized Swoosh Nike easily recognized by 4 to 6 years old too

How Nike did it?

Sponsorships Advertising (Athlete Endorsement) Experience focused Retailing

Nike Its more than just a brand

Law of Consistency
The companys profits grew quickly, and in 1966, BRS opened its first retail store, located on Pico Boulevard in Santa Monica, California

The first shoe sold to the public to carry this design was a soccer shoe named Nike, which was released in the summer of 1971

In 1978, BRS, Inc. officially renamed itself to Nike, Inc.

By 1980, Nike had reached a 50% market share in the U.S. athletic shoe market, and the company went public in December of that year

Law of Word
A brand should strive to own a word in the mind of the consumers

NIKE JUST DO IT

NIKE is a name which is famous in the field of sports

NIKE brand value is more in Western countries as compared to Asia

Law of Advertising
In 1982, Nike aired its first national television ad, created by newly formed ad agency, Wieden+Kennedy, during the New York Marathon

The Cannes Advertising Festival has named Nike, its Advertiser of the Year on two separate occasions, the first and only company to receive that honor twice.

Nike has also earned the Emmy Award for best commercial twice since the award was first created in the 1990s

The second Emmy for advertising earned by Nike was for a 2002 spot called Move, which features a series of famous and everyday athletes in a stream of athletic pursuits.

Law of Expansion
The power of the brand name is inversely proportional to its scope

Nike has tried to assign one brand name to each of the product

Nike has associated its name to each product. Also, they currently make jerseys, shorts, etc., with their own brand name

Nike - Just Do It Campaign

Need for the Campaign :
Nike was losing its market share to Reebok The revenue had sharply fallen in 1987 to $877,357

The Campaign :
The Campaign was Released on 7th August 1988. This slogan was coined at a casual meeting between the ad agency and Nike people (where Wieden admiringly talked about the can do attitude of Nike ) The Goal of the campaign was to create some Media attention for Nike Association with top athletes and stars

Just Do It Campaign

Nike - Just Do It Campaign

The effects :
The Just Do It campaign captured the philosophy of grit, determination and passion which motivated every individual at least to the point of going and getting themselves a pair of Nike shoes. It was a game changing campaign for the sports wear industry Wearing a Nike was now a fashion statement The Just Do It campaign was able to turn the sweaty, pain ridden, time consuming exercise in Nike sneakers into something trendy and exciting
The campaign rebranded Nike as a life style brand rather than just a sportswear brand The revenue shot up by almost 40 percent in 1988 and 94% in 1989. With this campaign, it was able to raise its share in the dometic sports shoe market from 18% to 43% ( from $877 million to $ 9.2 billion ) from 1988 to 1998

The Result :

Brand rejuvenation

Brand resilient, elastic and vital, but brand health continually under threat from:

Declining emotional benefits: Customers seeking more meaning Declining functional benefits: Customers seeking more relevancy

Aggressive competition: Customers introduced to new and improved brands

Major sporting global events like Soccer World Cup and Olympics vital to brand growth Sponsorship of London Olympics 2012 lost to Adidas

Remind customers of the core brand promise and what the brand stands for

FIND YOUR GREATNESS Campaign

Not just about champion athletes, but the everyday athlete who inspire themselves to excel on their own terms

Brand repositioning

Testing the limits of ambush marketing, the campaign was launched to counter Adidass Global Sponsor Partnership for London Olympics 2012 Broke through social media and digital channels on July 25, supported by a global YouTube homepage promotion on July 26.

The campaign was elevated by a global Twitter #findgreatness promoted hashtag to ignite conversation around how athletes everywhere find their own greatness.

Brand rejuvenation

The first global TV ad campaign was launched to coincide with the opening ceremony of London Olympics 2012 The film shows everyday athletes from around the world training, playing and competing

Locations for the TV ad include East London in South Africa, Little London in Jamaica, London Ohio in the US and a health club called London Gym.

Nike+ Digital Ecosystem Nike+ Basketball, Nike+ Training and the Nike+ Fuelband are the tools that enable everyday athletes to measure their performance and motivate themselves to do more

Nike+ Fuelstream People who engage in the missions were encouraged to share their activity and achievements through social media Displayed on the Nike+ Fuelstream - a dynamic online stream of imagery and consumer comments.

THANK YOU

Harshit Kathuria Melvin Jose Aditya Nadimpalli Praveen Rajagopalan Apoorv Singhal Ayushi Bhasin