Converse and Nike

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Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of $16 billion USD in 2007. As of 2008, it employed over 30,000 people world-wide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon. The company was founded in 1962 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, Team Starter, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008. In addition to manufacturing sportswear and equipment, the company operates retail stores under the name Niketown. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.

MISSION: “To bring inspiration and innovation to every athlete in the world”

VISION: “Innovate for better world”
Unleashing potential through sport. In the last two years, Nike has invested $100 million worldwide in community-based sports initiatives. By 2011, NIKE is expected to invest another $315 million. These investments will be used to give excluded youth around the world the chance to play because as access to sport can enhance their lives. Nike will provide products, resurface playing fields, support community-based programs, and help young people create their own communities. This is all will be the NIKE “Let Me Play commitment.”

Three core values of the company are honesty, competitiveness, and teamwork. Despite its size, Nike operates with a minimum of hierarchy. As a result, there is a lot of collaboration and consensus decision-making. Commonly held values are imperative in such a matrix organization.

NIKE has been present in India from 1996 and headquartered in Bengaluru. India is a cricket crazy nation, NIKE understood the importance of cricket and in December 2005, it tied up with coaching schools like the BCCI's National Cricket Academy. Now NIKE became official kit sponsor for BCCI Indian Cricket Team. By paying Rs.196 Crores (Rs. 1.6 Bn) to BCCI, NIKE wrested the rights to become the kit sponsor upto 2011. The first "Just Do It" cricket ad also made its appearance during the Champions Trophy." We want to look at what drives the passion for cricket in India. We aim to connect emotionally with our customers," - Sanjay Gangopadhyay, marketing director, Nike India. Target Market :

* Nike is targeting young people in India.
* Paying attention to other popular games in India.
* Partnership with the All India Football Federation in March 2006. * Signed on India's leading football star Bhaichung Bhutia * Entered into a deal with Bhupathi Tennis Academy

The target market of NIKE is the urban youth with the brand proposition ‘competition to lifestyle’. The principle consumption centres namely the metros are also a potential target market.

1. Licensing
2. Franchising
3. Own Subsidiary


Geographic segmentation
Density: Urban and semi-urban cities

Demographic segmentation
✔Age: 15 to 35
✔Income level: >Rs. 15,000
✔Social class: Upper middle, lower upper and upper class
✔Gender: Male and female

Customer Profile :
✔Gym regulars
✔Sports enthusiasts
✔Brand freaks
✔Image seekers

Segmentation, Targeting and Positioning of Nike
Nike has been in the market for a long period now. Thus it has already sought...
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