Sie sind auf Seite 1von 18

|  



 

   

  !

"# "  !
$
% "
&
' !   ( 

4 
= 
= 
   ) '*
`    
     

   
 (" +   ,     )
   - !  .  '  
Nike is ±

è Nike is selling a feeling; an emotion.

è An aggressive and performance oriented brand.

è Has always given priority to performance and


durability along with fashion.

è Purchased by all types of consumers especially


by young people who admire.

è Always provides higher quality with high price.

è Uses various slogans in its advertising and


marketing campaigns.
  )   - !
›he main source of Nike¶s brand equity is the professional
athletes and players of international sports. Nike has always
chosen upcoming stars as its brand ambassador. Nike is a
brand that usually signs top athletes of every sport from
across the world to lucrative deals so that the athletes can
wear and represent Nike to its fullest.
*  (" +  ))    ,
 /   ))      )  ,  
.  '  0 / 0  1
 ›heir newest strategy is putting emphasis on individuality and appealing
to each sport and athlete in the United States, Europe, and Asia.

 ›he broadening of their 6 categories and the awareness being arisen in


many new countries this could actually be a great potential for Nike and
their brand.

 ›hey have determined China to be their future number two investor for
products.

 European marketing team attacked a single sport at a time to develop


the brand in Europe.

 Separate promotional campaigns were conducted in different countries


in Europe.
  /  /        (" +
  1 %    0 *  ))  * ("   ,
 )) /  ) !/  
/ !+   / *   1

àne key tool Nike has used to drive its popularity growth is the use of
celebrity endorsers and well-placed sponsorships. Nike depends seriously
on its endorsements and sponsorships to market it-self

Sponsorship of the àlympic Games start of many opportunities to bring


sports events into the mainstream for regional and global markets. It will
establish Nike as one of the leading sportswear companies in the world.
Not only it will enhance Nikes brand image among the consumers, but the
brand awareness and brand equity will reach new heights.
& | !  ("     , )    )
,2  1  !  " (" /   , 
)  ) ,  /   * // /    3
))   1  (" !       1

#   ),2   " ("   4

  Nike has been criticized for contracting with factories in


countries such as China, Vietnam, Indonesia and Mexico.
  Low Wages in Indonesia.
  Child Labor in Pakistan.
  Health and Safety Problems in Vietnam.
 workers were forced to work 65 hours a week and improperly
compensated for overtime.
(" +      )   ,  *  ))   
   5     !
(" #  4

 Nike¶s recent efforts in the area of labor and environmental/health


standards shows that the company is serious about doing the right thing.

 Nike created several new departments (e.g., Labor Practices (1996), Nike
Environmental Action ›eam (NEA›).

 Nike has pushed its suppliers to obey standards through increased


monitoring and inspection efforts.

 Nike has been active in founding and/or supporting an array of different


international and non-profit organizations.

 Increasing the minimum age of footwear factory workers to 18, and


minimum age for all other light-manufacturing workers (apparel,
accessories, equipment) to 16.
(" #  4

  Expanding education programs, including junior and high school


equivalency courses, for workers in all Nike footwear factories

  60-hour work week has been enforced

  Has assured an average salary well above national salary average

  Created a corporate responsibility division.

From all these, it appears as if Nike is truly conscious about these issue.
$   (" -        *  
    -   " ) (" 1
|  )  !0     (" !  - 5 1

6 ð    
6 Converse
6 Cole Haan
6 Hurley International LLC
6 NIKE Golf
6 Umbro Ltd
6 Exeter Brands Group LLC
6 Nike Bauer Hockey

6   
6 003 èNike Grind
6 006 è Nike + iPod
6 006 è Center of Excellence
6 008 è House of Hoops
6 009 è BICEP
w   


    
    

   
  



6›     

6  

6   
 

6

    

6 


 






 
Ñ4 
 

 Œ4¶ 


   
!  6)  7  )
 )  
 )  
  )

ÑNike¶s challenged to respond to a market demand for


fashionable athletic footwear and apparel.
ÑFashion is an integral part of their production.
ÑIn 001 the company opened the first Nike Goddess store to
sell fashionable sportswear for women only.

ÑFashion is more important for Nike along with performance


when they enter a new market like China because some
analyst believe that the new middle class in China has
began to follow western culture.
£ '  ("   !  , ))   )   /  
*      "  8 )  1

Nike should do is to differentiate them from Adidas and


Reebok. ›hey should preserve their reputation as an innovator
and maintain Nike brand equity domestically and perhaps
more importantly abroad.
 ) (" + /     4
ћargeting some of its promotions to female consumers.
ÑService differentiation.
ÑApparel and equipment customization.
ÑProduct Differentiation.
ÑUnique shoe technology and innovation.
ÑDistinctive Competency - Marketing (Consumer Loyalty).
ћhink about latest trends and style and introduce fashionable
shoe.
Ñ Low price range.

ÑNike should go after Asian


country markets with reasonable
price because demand is
elastics here.
ÑBe more socially responsive to
show concern for the society.
6      
       

 

6  
          

6 =               

6        ð