Marketing Management Academic Report on Nike India Limited Company

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MARKETING MANAGEMENT ACADEMIC REPORT ON NIKE INDIA LIMITED COMPANY.|

Submitted to:
Ms. Manisha

Presented by: - BABITCHE Jessica.
* DAGO Marc-Emmanuel.
* POLNEAU Henry-Joel.
Registration number: BLR1208032028.

TABLE OF CONTENTS|

1- EXECTIVE SUMMARY

2- INTRODUCTION

3- AIM OF THE STUDY
4- COMPANY PROFILE
5- SWOT ANALYSIS OF NIKE INDIA
6- PESTEL ANALYSIS OF NIKE INDIA
7- PORTER’S FIVE FORCES
8- UNIQUE VALUE PROPOSITION
9- STRATEGIC POSITIONING
10- 4P OF MARKETING MIX
11- PRICING STAREGY
12- MARKET COMMUNICATION
* INTERACTION WITH NEW MEDIA/ USE OF IT IN NIKE MARKETING STRATEGY

13- CHANNEL DISTRIBUTION

14- FUTURE OF NIKE

15- CONCLUSION

16- REFERENCES

1- EXECTIVE SUMMARY

2- INTRODUCTION

3- AIM OF THE STUDY

4- COMPANY PROFILE

Nike was the goddess of victory in ancient Greek mythodology. Athlete runner Philip Knight and his coach, Bill Bowerman, were inspired by the myth and re-named their small sport wear company Nike in 1978. Since then, the business has grown phenomenally pursuing differing advertising strategies within its various markets, while at the same time striving to communicate an identical brand identity worldwide. The essence of the business involves the design, development and worldwide marketing of high quality footwear, apparel, and equipment and accessory products. The slogan of the Nike Company is JUST DO IT and the logo is SWOOSH. Nike is distributed in over 160 countries around the world (Asia, Australia, Canada). Especially in India, Nike decided to enter into the market in the mid-1990s through an exclusive licensing arrangement with Siera Industrial Enterprise Private Limited (SIEPL). Nike was to receive royalties, which was a certain percent of its net sales revenue. Nikes’s marketing objective was to tap the Indian sports-and-fitness shoe market -7 million pairs of shoes. Nike positioned itself in the premium niche segment. Rather than Cricket, the focus was on basketball and tennis. The performance of Nike in India was not far below expectations. This allowed the company to change its plan from 100% imports to localization of the product. This also made the product more affordable. In 2002, in order to reinforce its flagship brand, Nike introduced timewear, with a three-pronged strategy, focusing on width of merchandise, extensive distribution and the development of a distinctive positioning. Vision statement of Nike:

* To bring inspiration and innovation to every athlete in the world * “if you have a body, you are athlete” Bill Bowerman. Mission statement:
* To carry on the legacy of innovation thinking whether to develop products that help athletes of every level to reach their potential.

This study will critically assess their marketing activity providing recommendations for strategic change to ensure they maintain and further their success. An interesting question remains: is Nike, the market leader, also the marketing leader?

5- SWOT ANALYSIS OF NIKE INDIA LTD ENTERPRISE

* A- STRENGHS:
Nike is a very competitive organization. Phil Knight (Founder and CEO) was often quoted as saying that business is war without bullets. Nike has a healthy dislike of its competitors. Nike became the official kit sponsor of Indian Cricket team with a tag line “BLEED BLUE” Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality product at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere, Nike will improve production. Finally we must say that Nike is a global brand. It is a number one sports brand in the world. Its famous Swoosh is instantly recognizable, and...
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