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FCM/BRM/2017-20/016
Its name is derived from a winged Greek goddess.
“Swoosh” logo designed by Caroline Davidson.
Is now one of the world’s top shoemaker that captures
more than 20% of US athletic market.
Original name of Nike given by Phil was “Blue Ribbon
Sports”.
With an agreement and handshake in 1964, they began
importing Japanese brand Onitsuka Tiger runningshoes.
By late 70’s, Nike had moved from $10million to
$270million in sales.
In 1996, revenue increased to $6.74billion. Sales reached
$12billion in 2000.
Footwear: Performance Equipments:
Running • Bags
Basketball • Socks
Soccer • Sport Balls
Sport-inspired urban • Eyewear
shoes • Timepieces
Children‟s Shoes • Electronic Devices
• Bats
• Gloves
• Protective Equipments
Nike Also Sells:
Converse
Cole Haan Holdings
Nike Bauer Hockey
Hurley International
Brand image
Customer preferences
Product diffrentiation
Product
Price
Place
Promotion
very light to walk
I feel comfortable
Hug my feet
K -S wis s Nike
3.6% 39.2%
New Balance
9.4%
Reeb o k
10.9%
A d id as
15.1%
Strategic
Nike
Planning:
Business Definition
Target Consumer
Brand DESTINATION
Holistic Marketing
• Vigorous overtime