BM_final.pptx
- Количество слайдов: 21
NIKE BRAND BOOK DINARA ISHAYEVA 201202001 LEV PINAEV 201203022 LIUBOV KORENEVA 201203024
NEW AD FOR WORLD CUP 2014 • http: //www. youtube. com/watch? v=gwxd. EECNp. ZY
BRAND • Nike is the multinational corporation, whose principal business activity is the design, development and worldwide marketing and selling of high-quality footwear, apparel, equipment, accessories and services.
WHOLLY-OWNED SUBSIDIARIES • 1. Nike IHM, Inc. – selling various plastic products to other manufacturers. • 2. Cole Haan, Inc. – designs and distributes dress and casual footwear, apparel and accessories for men and women. • 3. Converse, Inc. – designs, distributes, and licenses athletic and casual footwear, apparel and accessories. • 4. Hurley International LLC – designs and distributes a line of action sports and youth lifestyle apparel and accessories. • 5. Umbro Internation Limited – designs, distributes and licenses athletic and casual footwear, apparel and equipment, primarily for the sport or football (soccer). This is the only subsidiary that headquartered in the United Kingdom, while others are headquartered in the USA.
HISTORY • Incorporated in 1968, by student track athlete Phillip Knight and his coach Bill Bowerman. • In the first year they sold over 1, 300 pairs of shoes, making revenue to be 8, 000$. Several years later they opened their first retail store, that was located in Santa Monica, California. • In 1971 they terminated contract with Onitsuka Tiger, and launch their first own line of shoes. • Their first advertisement was created in 1976 by advertising agency called John Brown and Partners. Their first slogan was “There is no finish line”. • Then in 1988 the other legendary slogan was created with the help of Wieden+Kennedy ad agency (who is still their ad agency) – “Just Do It”.
CURRENT BRAND STATUS
CORPORATE NIKE ATHLETIC TRAINING NIKE BASKETBALL NIKE SPORTSWEAR NIKE GOLF NIKE FOOTBALL (SOCCER) NIKE TENNIS CATEGORY NIKE SB NIKE FOOTBALL NIKE WOMANS DIGITAL SPORTS NIKE RUNNING PRODUCT FAMILY LEVEL INDIVIDUAL MODIFIER FOOTWEAR APPAREL FREE SHOX TRAINER HYPERFEEL 3. 0 5. 0 EQUIPMENT AIR MAX OG
• Older Demographic- loyalty cards in store • Younger demographic –loyalty programs on Facebook and Instagram, for example (hash tagging)#Nike Resonance • It’s high quality, affordable and acceptable. • It’s a well-known brand with products that general public choose because of the label as well as its high performance. Judgments • • Innovative Up with the trends Strong and durable Enhances athlete performance Performance Feelings Imagery • • Confident Active Comfortable Healthy • • “Swoosh” logo Sporty Dressy (Nike Heels) Accessories (Watches, socks) Salience • Mostly known for the quality of shoes produced, but also its apparel and equipment. • “Swoosh”- Highly recognizable • By seeing the Nike brand on sports players and role models it attracts its customers by appearing in fashion and durable
BRAND POSITIONING AND VALUES • Basic Concept • “For serious athletes, Nike gives confidence that provides the perfect shoe for every sport” • Target Market • “If you have a body, you are an athlete” • Nature of Competition • Adidas, Puma and Reebok
• Points-of-Parity • They are producing sport footwear, apparel and equipment as many other companies in the same sectors. • Points-of-Difference • Specialization in certain sports such as basketball or golf. • Superior quality • Performance and comfort.
BRAND VALUES • Quality • Performance • Innovations • Soleness • Sportiness • Durability • Dressy • Inspiration
“AUTHENTIC ATHLETIC PERFORMANCE” • Authentic - maintaining authenticity • Athletic- “athletic, not leisure” • Performance- “every Nike product had to exude world-class performance”
BRAND ELEMENTS
Brand name & logo
Slogan Celebrity/Athlete
MARKETING MIX
PRODUCT • Nike offers a wide range of shoe, apparel and equipment products.
PRICE • The price of the product is variable depending on the type and size.
PLACEMENT • There are 25000 retailers of Nike in US • Products are supplied in more than 160 countries • Nike sells its products through independent distributors, licensees and subsidiaries. • Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia
PROMOTION • Using celebrity endorsement • Using innovative advertisements • Maintaining a very strong brand image through sponsorships, sporting events
SUGGESTIONS • 1. To gain more positive global image, especially to let the public to see that Nike is the ethical company. • To continue sponsoring public and sports events globally – as it is the main selling point of this brand.
BM_final.pptx