NIKE – JUST DO IT

GROUP 10
Aman Awasthi 17DM033
Arsh Javed 17DM058
Deep Gupta 17DM074
Disha Aggarwal 17DM082
Gurnoor Kaur 17DM093
 INTRODUCTION
 It is an American based MNC engaged in Sports wear and accessories.

 It is headquartered at Beaverton Oregon.

 The company was formed in 1964 as Blue Ribbon Sports, by Bill Bowerman and Philip Knight.

 The revenue of Nike.Inc. in 2017 was $34.2 billion while that of Nike brand was $32 billion.

 Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air

Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike

CR7, and subsidiaries including Brand Jordan, Hurley International and Converse.
BRAND INVENTORY & ARCHITECTURE

BRAND LOGO
NIKE logo is swoosh
which stands for fast
sound, speed, and
motion (Greek God Of
Victory).
 BRAND SLOGAN AND MISSION STATEMENT

“Just do It”
Nike’s brand portfolio
includes :
• Umbro
• Hurley
• Converse
• Cole Haan
• Nike Jordan
• Nike Golf
• Nike Free
 BRAND ARCHITECTURE
COMMUNICATION VALUE PROPOSITION

• Building Customer Loyalty with • Nike promises to deliver innovative,

Heroism: - You are the hero, and compelling and quality product that
your lazy side is the villain. are relevant to customer and
integrate sustainability principal into
• The very essence of “everyone’s an each product.
athlete” and “Just Do It” empowers
customers
• For professional and Non-
• Associates itself with Top athletes or professional fitness enthusiast.
people from creative fields as their
brand “ambassadors”.
 AMBASSADORS
● Nike Global Ambassador “Cristiano Ronaldo”, “Serena William”.

● Nike is also the official brand ambassador for Indian Cricket Team.

● Virat Kohli in India was the brand ambassador for Nike India.

● Deepika Padukone is also Brand Ambassador for Nike India.

● Nike advertise common people featuring their product thus to empower and relate
with the common masses.
 ADVERTISING

● Traditional advertising (Print media ads, Infomercials, Public transport

ads, etc.)
● Social Media Marketing
○ YouTube – Nike, Nike India, Nike football
○ Facebook – Nike
○ TWITTER – Nike and Nike.com
BRAND RESONANCE MODEL
 STRENGTHS WEAKNESSES
Large pool of resources
Most of the revenue comes from footwear
Large market share across globe
Retail sector is price sensitive
Efficient supply chain system
Brand loyal customers
SWOT
ANALYSIS
OPPORTUNITIES THREATS
Spend more on product development and Traditional players like Adidas, Puma
R&D Domestic brands like Action, Campus
Spend more in developing markets Engaged in trading of foreign currencies
Product diversification like in apparel sector hence margins are not stable
 POP’s & POD’s
BRAND NIKE ADIDAS
POP  Built for performance  Built for performance

 Global presence  Global presence

 High quality products  High quality products

 Gear for all sports

 Gear for all sports
 All age groups and genders
 All age groups and genders

POD  The rich history and the legacy of the  Adidas is more affordable than its
brand competitors
 The legendary athletes behind the brand  Focus is more on football and tennis
 Focus is more on basketball and running  More casual friendly product line
shoes
 Customizable shoes -NIKEiD
ANALYSIS AND INTEREPRATION
OF QUESTIONNAIRE
SAMPLE SIZE: 50
AREAS COVERED: DLFMALL, ANSAL MALL, BIMTECH
AGE: 18-45
OCCUPATION:STUDENT/HOUSEWIFE/PROFESSIONAL/BUSINESS
SAMPLING: CONVINIENCE SAMPLING
RESEARCH: DESCRIPTIVE
 AWARENESS
Awareness of Nike Awareness of Adidas

4%
10%

No

No Yes
Yes

96% 90%
 SOURCE OF AWARENESS
How did you come to know How did you come to know about
about Nike ? Adidas ?

12% 14%
18%
27%

18%
30%
22%
10%
8%
10% 8% 23%

TV Advertisements Social Media TV Advertisements Social Media

Hoardings and Posters Newspaper Ads Hoardings and Posters Newspaper Ads
Family and Friends Celebrity endorsement Family and Friends Celebrity endorsement
If you are going to buy a pair of shoe then which brand comes to your mind?

2% 2%
2% Nike
2%
6% Adidas

10% Puma
Reebok
COLUMBUS
58%
18% converse
All of the above. No differentiation
No such preference
 PURCHASE FREQUENCY
Purchase frequency of Nike products Purchase frequency of Adidas products
3%
5%
13%
15%
21%
33%

29%
23%

32%
26%

Monthly Once in six months Monthly Once in six months

Yearly special occassions Yearly special occassions
Never Never
• On a scale of 1-5, rate the factors according to their impact on your purchase decision ( 1- least
important and 5 – most important).

30
Factors impacting purchase decision

25

20

15

10

0
5 4 3 2 1
Quality Style Price Comfort Brand
Would you recommend Nike shoes Would you recommend Adidas shoes to others?
to others?

16%

28%
4%

60%
12%
80%

Yes No Maybe
Yes No Maybe
BRAND
LOYALTY
 How likely are you to repurchase Nike shoes How likely are you to repurchase Adidas
in the near future? ( 1 - not likely, 5 - shoes in the near future? ( 1 - not likely, 5 -
Extremely likely) Extremely likely)
30 16

25 14

12
20
10
15
8
10
6
5
4
0 2
1 2 3 4 5
0
1 2 3 4 5
Are you Loyal to any of the brands below in terms of footware?
2%

26%
42%

4%
6%

20%

Nike Adidas Puma Reebok Regularly switch to other brands Other

What is the main factor if you switch to buy the footwear of
another brand?
2%

4%

16%
40%

38%

Quality Price Style/ Design Advertisement Other

What is the biggest downside to Nike What is the biggest downside to
products? Adidas products?

4% 10%
18% 22%

18%
8%

8%
60% 30%
20%
2%

0%

Quality Price Ethical issues Quality Price Ethical issues

Availability Not "trendy" Other Availability Not "trendy" Other
Familiarity with Nike products(Customizable Shoes & sub-brand)
Are you familiar with NikeiD? Air Jordan is owned by which brand?

16%

40%
46%

84%
6%
4%
2% 2%

Yes No Nike Adidas Puma Reebok Other Don't know

 CONCLUSION
• The awareness among the respondents and the penetration of Nike vs. its competitor Adidas was
found and results show the awareness of Nike was slightly more than that of Adidas i.e. 96% vs.
90%.

• Which source was more contributing towards generating the brand awareness was found, and
results show that for Nike the primary contributing source was social media (30%) followed by
referrals from friends and family (22%). Whereas for Adidas, TV advertisements (27%) was the
primary source followed by Hoardings and posters (23%).

• To understand which brands were the one the consumers turn to when they are asked for
selecting a shoe brand they are likely to buy, it was seen that 58% people said they would buy
Nike shoes followed by Adidas by 18% and Puma by 10%.
• The purchasing behavior and the frequency of the buying pattern of the respondents was seen as : for Nike
the respondents said they bought the products yearly (32%) followed by on an Occasion (29%). For
Adidas the respondents bought the products yearly (23%) followed by on Occasions (26%). We can see
there is a decline in the number of respondents for Adidas as compared to Nike.

• For majority of the customers Brand quality and comfort were the major deciding factor before purchasing
the Shoes or any other athletic products.

• 80% respondents said that they would recommend Nike to others as compared to 60% for Adidas.

• Most of the respondents agreed to purchase Nike in future as well (26% of respondents) which shows the
brand loyalty and quality with which customers are satisfied.

• Some respondents also said that Nike is priced high than its competitors which leads them to switching over
low prices products. Customers are price sensitive.

• Customers were not aware of the variants that were available to them in the market and the awareness of
sub brands with their parent brands were quite low. When asked which brand Air Jordan belongs to only
46% said Nike while 54% either did not know or gave other brand’s name.
 CURRENT MARKETING PROGRAMS
• “Breaking 2”,launched in 2017 which they promote and sell their Vapor Fly
Elite running shoes.
• NIKE also has a “Free Your Move. Free Your Training” campaign for their
NIKE Free Trainer 5.0 shoes.
• A campaign known as “EQUALITY”, which represents its belief that sport
brings people together like nothing else.
• During the FIFA 2014 world cup, Nike partnered with Google to create
‘Nike Phenomenal Moments’.
Hyperadapt 2.0
• Nike also came up with the first
computer-controlled “knitting”
technology in the industry known as
the “Flyknit Technology”.
• NIKE+ products and its accessories
such as NIKE+ sport watch and NIKE+
Fuelband SE.
• YouTube series known as “Margot vs.
Lily” that promotes Nike + products
among the youth.
 LIMITATIONS
1. Most of the respondent was from Delhi-NCR region, To get the proper result
other parts of the country should be covered.
2. The assumption was taken that most of the responses were correct and the
respondent didn't manipulate it to maintain the status quo.
3. The sample size is a mixture of both random as well as convenience sampling.
 RECOMMENDATIONS
 India is a developing country and the emerging market, Nike should not limit its strategy to
only tier 1 city it should also target people from tier 2 cities.
 Apart from football, basketball, etc. India is home to many sports like kabaddi, gymnastics
which as of now is getting a good amount of TV and social media coverage. Nike should
associate itself with these games also.
 Need to connect with the customer in India in order to have a greater customer loyalty.
 As from the research it was identified that India is a price sensitive market, Nike should have
a different pricing policy in India.
THANK YOU !