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Nike brand book Dinara Ishayeva 201202001 Lev Pinaev 201203022 Liubov Koreneva
Содержание
- 1. Nike brand book Dinara Ishayeva 201202001 Lev Pinaev 201203022 Liubov Koreneva
- 2. NEW AD for world cup 2014http://www.youtube.com/watch?v=gwxdEECNpZY
- 3. BrandNike is the multinational corporation, whose principal
- 4. wHOLly-owned subsidiaries1. Nike IHM, Inc. – selling various
- 5. historyIncorporated in 1968, by student track athlete
- 6. Current Brand Status
- 7. Слайд 7
- 8. Mostly known for the quality of shoes
- 9. Brand positioning and valuesBasic Concept“For serious athletes,
- 10. Points-of-ParityThey are producing sport footwear, apparel and
- 11. Brand ValuesQualityPerformanceInnovationsSolenessSportinessDurabilityDressyInspiration
- 12. “Authentic Athletic Performance”Authentic - maintaining authenticity Athletic-
- 13. Brand elements
- 14. Brand name & logo
- 15. SloganCelebrity/Athlete
- 16. Marketing mix
- 17. ProductNike offers a wide range of shoe, apparel and equipment products.
- 18. PriceThe price of the product is variable depending on the type and size.
- 19. PlacementThere are 25000 retailers of Nike in
- 20. PromotionUsing celebrity endorsementUsing innovative advertisementsMaintaining a very strong brand image through sponsorships, sporting events
- 21. SUGGESTIONS1. To gain more positive global image,
- 22. Скачать презентанцию
NEW AD for world cup 2014http://www.youtube.com/watch?v=gwxdEECNpZY
Слайды и текст этой презентации
Слайд 3Brand
Nike is the multinational corporation, whose principal business activity is
the design, development and worldwide marketing and selling of high-quality
footwear, apparel, equipment, accessories and services.
Слайд 4wHOLly-owned subsidiaries
1. Nike IHM, Inc. – selling various plastic products to
other manufacturers.
2. Cole Haan, Inc. – designs and distributes dress and
casual footwear, apparel and accessories for men and women.3. Converse, Inc. – designs, distributes, and licenses athletic and casual footwear, apparel and accessories.
4. Hurley International LLC – designs and distributes a line of action sports and youth lifestyle apparel and accessories.
5. Umbro Internation Limited – designs, distributes and licenses athletic and casual footwear, apparel and equipment, primarily for the sport or football (soccer). This is the only subsidiary that headquartered in the United Kingdom, while others are headquartered in the USA.
Слайд 5history
Incorporated in 1968, by student track athlete Phillip Knight and
his coach Bill Bowerman.
In the first year they sold
over 1,300 pairs of shoes, making revenue to be 8,000$. Several years later they opened their first retail store, that was located in Santa Monica, California. In 1971 they terminated contract with Onitsuka Tiger, and launch their first own line of shoes.
Their first advertisement was created in 1976 by advertising agency called John Brown and Partners. Their first slogan was “There is no finish line”.
Then in 1988 the other legendary slogan was created with the help of Wieden+Kennedy ad agency (who is still their ad agency) – “Just Do It”.
Слайд 8Mostly known for the quality of shoes produced, but also
its apparel and equipment.
“Swoosh”- Highly recognizable
By seeing the Nike brand
on sports players and role models it attracts its customers by appearing in fashion and durableInnovative
Up with the trends
Strong and durable
Enhances athlete performance
“Swoosh” logo
Sporty
Dressy (Nike Heels)
Accessories (Watches, socks)
Older Demographic- loyalty cards in store
Younger demographic –loyalty programs on Facebook and Instagram, for example (hash tagging)#Nike
It’s high quality, affordable and acceptable.
It’s a well-known brand with products that general public choose because of the label as well as its high performance.
Confident
Active
Comfortable
Healthy
Слайд 9Brand positioning and values
Basic Concept
“For serious athletes, Nike gives confidence
that provides the perfect shoe for every sport”
Target Market
“If you
have a body, you are an athlete”Nature of Competition
Adidas, Puma and Reebok
Слайд 10Points-of-Parity
They are producing sport footwear, apparel and equipment as many
other companies in the same sectors.
Points-of-Difference
Specialization in certain sports
such as basketball or golf. Superior quality
Performance and comfort.
Слайд 12“Authentic Athletic Performance”
Authentic - maintaining authenticity
Athletic- “athletic, not leisure”
Performance- “every Nike product had to exude world-class performance”
Слайд 19Placement
There are 25000 retailers of Nike in US
Products are supplied
in more than 160 countries
Nike sells its products through independent
distributors, licensees and subsidiaries.Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia
Слайд 20Promotion
Using celebrity endorsement
Using innovative advertisements
Maintaining a very strong brand image
through sponsorships, sporting events
Слайд 21SUGGESTIONS
1. To gain more positive global image, especially to let
the public to see that Nike is the ethical company.
To
continue sponsoring public and sports events globally – as it is the main selling point of this brand.
