shoes to runners and athletes living around the country. Jeff Johnson became the very first full-time sales person operated in the Nike retail store and took care of marketing materials such as printing brochures and creating catalogues. Nike athletic footwear dominated the market in 1980s and appeared on feet of everyone‚ from kids to Olympic runners. Since then‚
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staying ahead of the then near-15-year-old Nike. In 1988‚ Reebok launched its first brand campaign‚ U.B.U. (ie‚ Reebok lets you be you). However‚ it went up against Nike’s “Just Do It” campaign. Whereas Nike successfully targeted the newly coined “athletic shoe market” and cornered the performance market‚ Reebok lost sales during this campaign. Reebok then began vacillating between messages to women‚ messages about performance‚ and messages about fashion‚ with the result being a lack of brand identity
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the company is classified in the “rubber and plastic footwear” industry. Relying upon this information Mergent Online identified the following American companies as competitors to Nike: • Columbia Sportswear Company Annual Revenue $ 1‚483‚524‚000 • Deckers Outdoor Corporation Annual Revenue $ 1‚000‚989‚000 • Crocs‚ Inc. Annual Revenue $ 789‚695‚000 • Bakers Footwear Group Annual Revenue $ 185‚625‚844 • LaCrosse Footwear‚ Inc. Annual Revenue $ 150‚542‚000 • PC Group‚
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goddess’s wings‚ with only $35 going into its creation. With a total investment of $1000 to start the company they defiantly came out on top. By 1980 Nike dominated over half of the athletic footwear market. Yet never advertised until 1982. During the 1984 Olympic Games 58 athletes were seen wearing Nike footwear. Profits there after sky rocketed to a total of 919.8 million. The famous Nike ‘Air Jordans’ are born in 1985 by NBA athlete‚ rookie Michael Jordan. The next year revenues surpass 1 billion
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advances in the technology Nike has used are the waffle tread pattern‚ now common on athletic shoes; the use of a single wrap-around toe piece‚ rather than multiple pieces stitched together; and‚ the use of an air cushion in the sole of the shoe. 2. Product Design Nike takes full control over its design processes. Nike’s products are known for including Nike’s innovative technologies into innovative footwear designs. Nike’s products are also known for both their form and function. 3. Component
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the 4p’s on nike! introduction: nike is a global sports shoe giant company. It is the largest seller of athletic footwear in the world‚ holding the lion share of 33% of the global market. The company has production facilities in Asia‚ sales facilities in almost 200 countries‚ and customer service and other operational units worldwide. The marketing mix or the 4p’s of marketing are product‚ price‚ place and promotion. Nikes 4p’s are the following: 1. Product Nike offers a wide range
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innovator in athletic footwear‚ apparel‚ equipment and accessories. • Originally known as Blue Ribbon Sports (BRS)‚ it started with an idea to make the footwear lighter to give competitive advantage to athletes by track athlete Philip Knight and his coach Bill Bowerman in January 1964. • One of the major goals of NIKE is product innovation and product improvement. • Business strategy to target most of the sports around the world and to produce distinct and comfortable footwear and
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Contents Page Executive Summary 2 Nike Inc. 2 Footwear Industry 3 Analyzing a Footwear Company.................................................................3 Trends in the Footwear Industry…………………………………………4 Nike’s Strategic Enablers in Gaining Competitive Advantage 4 Marketing & Promotion…………………………………………………...4 Production & Distribution………………………………………………...5 R&D………………………………………………………………………...5 Acquisition Strategy………………………………………………………..5
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INTRODUCTION Company Profile Founded by Bavarian shoe designer Adi Dassler‚ Adidas is one of the world’s most recognized brands. From the 1950s through the 1970s‚ Adidas drove the world’s athletic shoe market with its product originality. During that time‚ Adidas grew exponentially from a small‚ German‚ family-owned business into a multi-billion dollar‚ global sporting goods enterprise. Building its brand on “passion for sport‚” Adidas prides itself on an unrelenting work ethic‚ its strong international
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ADIDAS BRAND AUDIT Eleonora Popova Nertila Asani Reita Hackaj Tomas Krajcovic TABLE OF CONTENTS adidas Background .............................................................................................................. 2 Industry Background ............................................................................................................ 2 Consumer analysis............................................................................................................... 2 Brand
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