Marketing Management - Nike

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Student: Thales Andre Maia de Oliveira Course: Marketing Management Professor: John LaPerla FINAL EXAM MSc Marketing 2012-2013

Thales
 Andre
 Maia
 de
 Oliveira
 

Table of Content

• Executive Summary ……………………………………… 3 • Introduction.………………………………………………. 3 • External and Internal analysis.……………………………. 6 • Segmentation, Targeting and positioning analysis..………. 7 • Marketing strategies.………………………………………. 8 • Marketing Mix..…………………………………………..... 9 • Costumer Relationship Management…………………….... 10 • Budget……………………………………………………....11 • Conclusion………………………….……………………....11 • Reference…………………………..…………………….... 12

 

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Thales
 Andre
 Maia
 de
 Oliveira
 

Executive Summary
This report has Nike, INC. as it object of study. How does a company with a few more than 40 years old can be leader in his market by understanding and putting in practice the management strategies and techniques with excellence allied to a perfect relationship with the costumer and a constantly fortification of the brand. Here we are going to analyse the Positioning, branding and marketing approaches of the company. How did two men from Oregon could create one of the most famous brands in the world, responsible for unforgettable ad campaigns, a nonstop revolution and a logo, the “swosh” known and used all over the world. Nike is also the home of a lot of heroes from the most different sports.

Introduction
In 1971 in Santa Monica, California, Nike was born. The company is consequence of hard work and vision from two men, Bill Bowerman and Phil Knight. Bowerman was the field coach at the University of Oregon and was constantly seeking for ways to give his athletes competitive advantage either with different track superficies, rehydration drinks or especially with running shoes. Phil Knight was talented a middle-distance runner from Portland. They first met when Knight enrolled to be a part of Bowerman’s track team in 1955. Knight believed that shoes manufacturer in Japan could compete with more established brands from Germany. He believed so much that called a Company in Kobe, Japan and convinced them to be a distributor of Tiger running shoes in the United States. When the first shoes arrived Knight sent them to Bowerman to try to make a sale but he got so excited that asked to be his partner in business and to provide his ideas to tiger. They shook hands and that was the beginning of Blue Ribbon Sports. Because their full-time jobs, Bowerman and Knight had to hire their first employee, that was Jeff Johnson. Johnson created the first brochures, ads and marketing material. The relation between BPS and the Onitsuka, the company that manufactures Tigers, was falling a part and the three decided that was time to stop being a distributor and become a company that designed and manufactured their own shoes. Johnson came up with the name Nike and a Portland’s graphic design student,

 

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Thales
 Andre
 Maia
 de
 Oliveira
  called Carolyn Davidson, created the famous logo called “Swoosh”. In 1972 the first Nike line of footwear was out. A big part of Nike until now are the endorsed athletes, they help developing new products and also sell them. Nike’s first endorsed athlete was Steve Prefontaine. Prefontaine never lost a race on his home-track, Oregon, in an over one-mile distanced and that gave him exposure along with the brand. Prefontaine died at age of 24 and it s often said that Prefontaine is the “Soul of Nike”. The company had some ups and downs in the 80’s, but in 1985 with a special line of shoes especially designed for rookie of NBA called Michael Jordan the company boosted his way into the number one athletic footwear and apparel. In 1987 the company released their new campaign for the Air Max, a line that revolutionized the industry with visible airbags. In 1987 was the time of “Just do It”, one of the most famous slogans of all time. In 1990, the company built a new...
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