Case Study

Fayaz Raza
M. Sohaib Hassan
M. Hassan Rasheed
Zulfiqar Ali


MEMBERS
HISTORY
In 1962, Phil Knight and Bill Bowerman started (BRS)

Agreement with Onitsuka company japan

In 1972, Nike Swoosh was introduced

In late 1980s it was overtaken in sales by Reebok

Knight realized the importance of marketing



OPERATIONS
Three main products:
Footwear
Apparel
Equipment

OPERATIONS:
700 factories in over 52 countries around the world
800,000 thousand workers
Distributed in 160 countries
Competitors
ADIDAS

REEBOK
(taken over by adidas)

PUMA




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

Awards
First award in 1994

Advertiser of the year in 2003

Swoosh the best logo ever designed


Current Status
Nike holds a 82% choke hold on American sports
equipment sector

2006 earning shows Adidas with only 10% of United
states sales

With the recent buyout of Reebok, Adidas has only a
total of 14%

QUESTIONS
1. What do you understand by the term marketing ?

Satisfying customer needs
Delivering real value to customers
Building long term profitable relationships

2. Nikes superb marketing skills?

Spending millions of dollars on advertisement

Celebrity endorsement (People follow superstars)




3. Why does Nike require these skills to compete
in the market place?

To create value for customers
To satisfy customer needs
To build long term profitable relationship




4. Why does Nike spend millions of dollars on
promoting its brand and logo?

To differentiate themselves from competitors
Position their brand and logo in the minds of everyone
To grow share of customers

5. Who are Nike consumers? What might their
needs be?

The Athletes
Sports enthusiasts
Younger generation

6. How marketing principles and practices will
enable Nike to satisfy these needs?

Product & Marketing Concept
Build Customer Equity
Customer Loyalty & Retention

Recommendations
Promote online services

Jack of all, Master of none

Focus on quality

Analysts think the brand NIKE will get overexposure and
continuing the practice can make brand lose its value



Part of our success is that we know who we are.
We defined ourselves. It is our job to provide
inspiration and aspiration for everyone interested
in sports in the world. We believe that everyone
who has a body is an athlete
Phil knight