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Chanell Schamber Jacque Combs Sarah Lewis

Chanell Schamber Jacque Combs Sarah Lewis. The Company. Nike is the world’s renowned and leading supplier of athletic shoes and apparel. It controls more than 47% of athletic shoe market with sale of U.S. $23.42 billion .

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Chanell Schamber Jacque Combs Sarah Lewis

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  1. Chanell Schamber Jacque Combs Sarah Lewis

  2. The Company Nike is the world’s renowned and leading supplier of athletic shoes and apparel. It controls more than 47% of athletic shoe market with sale of U.S. $23.42 billion. Founded in 1962 by Bill Bower became Nike in 1978. Supplying its high quality products in more than 100 countries with its major target area including United States, Europe, Asia Pacific, and the Americas. Nike has attained this legendary position through innovative and attractive design, quality production and wise marketing strategies and their marketing budget is $113 million.

  3. Mission StatementTo bring inspiration and innovation to every athlete* in the world.*"If you have a body, you are an athlete."

  4. The Market Place Sector: Consumer Goods Industry: Textile-Apparel Footwear & Accessories

  5. Strengths & Weaknesses • A very competitive organization • It is famous for its development and research which is depicted in their wide range of new products with new designs. • Its swoosh logo make it recognizable all over the world. • It promises to provide the high quality products at reasonable prices. • Its products are globally available in all leading marketing places of World. • Less diversity in the sport products. • The company does not have its own retailers therefore retailers are price sensitive. • All sizes are not present in every design of shoes.

  6. The Competition

  7. Sales & Share-of-Market • Sales and share-of-market (SOM) • Nike is the industry leader with a 47% share of the market with $$23.42billion in revenue. • Reebok: 2nd leading manufacturer with a 16% market share and has $1.28 billion in revenue. • Adidas: The fastest growing brand domestically has 6% market share and $500 million in revenue. • Converse: 3% market share and $280 million in revenue. • New Balance: 3% market share and $260 million in revenue. • Promotion spending and share-of-voice (SOV) • Nike controls the Share of Voice with 57% • Compared with: • Adidas 22% • Converse 15% • New Balance 4% • Under Armour at 2%

  8. Promotion spending/SOV • The company has used social media, commercials, official websites of Nike and newspapers, to promote their brand. • Many well known athletes have endorsed the brand. • They sponsor events, and many sports team around the world. • The Brands swoosh logo has played an important role in its advertising.

  9. Anyone with a body[focusing on women] The Customer

  10. Demographics & Psychographics • Psychographics • Young • Playful • Active • Health Conscious • Ambitious • Social • Positive • Focusing on Women • Ages • 18-24 • 25-34 • 35-49 • 50-54

  11. Marketing Segmentation Right now there focus is Women. The ads drew considerable attention – and praise- because they advocated the benefits for girls and young women of participating in sports.

  12. Current Marketing Purpose The initiative is an example of what is called cause marketing or purpose marketing. The term refers to campaigns that assist what companies deem pro-social causes to improve the world — and, not incidentally, improve how current and prospective customers perceive them.

  13. Marketing Objectives & Strategies • Continuing to promote Nike through multiple mediums and purchases more media outlets. • Expand the website and more usage of Twitter and responding to all online conversations. • Implement more commercials and advertisements with non- professional athletes. • Maintain market share (keeping it at 47%) • Continue and constant growth of social media usage. • Expansion of the “Everybody is an Athlete” mentality and the “Girl Effect” campaign.

  14. 2,460,000 Ongoing discussions (Forums, Blogs, Discussion Boards, etc.)

  15. Communication • Target Audience: • Women • Product Positioning and Personality: • Making everyone an athlete. • Contact Points: • Television, Magazines and Social Media. • Customer Benefits: • Buy this shoe and you will be an athlete. • Value-Added Mission: • Making the brand an everyday item through style and function.

  16. Marketing Strategies • Television • Bravo • E • Comedy Central • ABC/Family • CBS • NBCFOX • Magazines • Seventeen • In Shape • GQ • Vogue • In Style • Women’s Health • People • US Weekly • Nylon • Events • Have more Running Events • Having a Charity Component • Women and Girls Run/Walk • Breast Cancer Walk • Mall Events • Having celebrity endorsers sign shoes. • Mall • Macy’s • Nordstroms

  17. Action Plans Personal Selling Advertising Sales Promotion Direct Marketing Public Relations Corporate Identity Sponsorships Product Placement Merchandising/Packaging

  18. Budget$113,000,000

  19. 40%  TV and print advertising in the U.S. has dropped in the past 3 years.

  20. Line Item Budget Personal Selling ……………………$7mil Advertising………………………… $22mil Endorsements………………………$20mil Sales Promotion……………………$10mil Direct Marketing……………………$6mil Public Relations/Corporate Identity/Sponsorships…………………………$15mil Product Placement…………………$16.7mil Merchandising/Packaging…………$5mil Contingency…………………………$11.3mil Total Cost: $113,000,000

  21. Thank You

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