First, we express our sincere gratitude to our respectable faculty Professor Dr. M. Mahmodul Hasan for his valuable contribution to the preparation of this report.
We also like to thank our team members and friends for their cooperation and doing the right job at the right time.
Nike, originally known as Blue Ribbon Sports, was founded by University of Oregon track athlete Philip Knight and his coach Bill Bowerman in January 1964.
Today Nike has become a leading sports brand in manufacturing sports equipment and clothing lines.
It is global and can be identified with a number of products that include golf equipment, tennis rackets, skateboards, basketballs, footballs, shoes and athletic equipment.
It has built about five hundred manufacturing units in different parts of the world.
Nike's marketing mix serves as an example to other dealers in the sports wear industry
Defining Marketing Management
Definition of Marketing Management (Theory 2000 – 2011)
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Definition of Marketing Management (Theory 2012 – 2016 ±)
Marketing management depends on the size of the business and the industry in which the business operates. Effective marketing management will use a company's resources to increase its customer base, improve customer opinions of the company's products and services, and increase the company's perceived value.
Nike’s marketing management and Theoretical Link
The theme of Nike’s Marketing is to provide best experience for its customers and this responsibility doesn’t lie only on the shoulder of Marketing Department rather all the company’s departments work together to serve the customers’ interests.
the core marketing job is accomplished by six departments- Product Management, Sales, Distribution, customer services, Sales Training and Market Research.
The Market Research Team conducts audit throughout the country to find out the behavior of the customers, which acts as the major input for formulating marketing strategies.
Nike’s corporate strategies are to conduct transparent business operations within the legal & social framework with aims to attain the mission reflected by their vision.
Branding of Nike
The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products is called Branding.
The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers is branding.
Branding of Nike
Box Analysis of Brand Elements of Nike
Brand Dynamics Pyramid
5 Forces Analysis: US & Developed Markets
Porter’s force which has the biggest impact: Rivalry
Advertising Budget & Campaign Cost
Corporate Social Responsibility
Better public image
Better and more media coverage
Boosts employee engagement
Attract and retain investors.
The Nike Foundation focuses on poverty, particularly in the global development community
No company in the world spends as much money on sports sponsorships as Nike, which has spent a staggering total of $8 billion since 2002 alone, according to a CNN Money analysis
Nike has shown good growth momentum and increase in stock price
Nike should move forward with the changing trend of the market
Company has good brand image but at present most of the revenue comes from footware segment
Nike should capitalize on its brand image to capture the market share of apparel product line as well
Should target countries with growing market like India, China and Brazil.
Need to establish a proper ecommerce network to sell directly to customers
Should keep innovative culture alive, that is the essence of the company.