Marketing Management

NIKE Inc. has been the worldwide leader of athletic shoe sales for many years now. The company’s successful brand image combined competition and enablement for the competitive, athletic user. Nike has to modify their brand to a focus of excitement and freedom and not just competitiveness. By collecting and studying an assortment of material we could be able to understand where NIKE is currently placed in the athletic shoe industry compared to their competition, and how they will be able to adjust their brand focus so it can be more effective in the future. These adjustments can help NIKE reach the more casual group of urban runners and ultimately increase the sales forecasts, while still controlling a percentage of the market for athletic shoes.

Nike is known worldwide for manufacturing and selling performance shoes as well as shoes that have become a part of the world’s most fashion savvy athletes and laymen alike. Nike has a great corporate image and boasts the likes of the wildly popular classics such as the Air Jordan, the Air Max, and the Air Force One shoe. Nike has clearly devoted time, research and energy into its company marketing and branding tactics. The very well know slogan “Just Do It”, has become a household phrase. In this paper, we will look at the integrated marketing communication tactics (IMC) used by Nike. We will analyze their

Nike was founded by Bill Bowerman and Phil Knight. The two men met when Bowerman was coaching track and field at the University of Oregon and Knight was a middle distance runner on his team. After earning an MBA from Standford, Knight returned to Oregon and approached Bowerman with an idea to bring in low priced, high-tech athletic shoes from Japan to compete in the United States athletic shoe market. With a handshake and a five hundred dollar investment by both men, Blue Ribbon Sports was born in 1964. BRS began importing shoes from Onitsuka Tiger, with Knight making sales at high school track meets and Bowerman

Nike is a huge supplier if athletic shoes for the world these days. Philip H. Knight, the founder of this corporation came up with an idea of an athletic shoe at the track field of the University of Oregon.

Nike is the English version of the name of the Greek goddess Nike, which, according to legend, helped the Greeks to win on the battlefield. The American company Nike has transferred this meaning to their products - shoes, which help to achieve great sporting achievements. History of the brand had started with a search for the founders of the niche of sports footwear in the US market, which was free that time. In the early 60-is of Bill Bowerman and Phil Knight founded the company, the initial capital of it was $ 1,000. Phil Knight decided to develop high quality sports shoes in the United States, produced in Asia and sold in the United States. The company originally existed under the name Blue Ribbon Sports, but in 1971

Nike was established in 1972 by Bill Bowerman and Phil Knight. These two men were visionaries. The goal for Nike was to carry on Bowerman’s legacy of innovative thinking by helping every athlete reach their goal or by creating lucrative business opportunities that would set the company apart from any competition. This included providing quality work environments for all who were employed by Nike.

1964 marked the creation of “Nike” which at first was called “Blue Ribbon sports”. Nike was created by Phil Knight and Bill Bowerman. At first

Humm, where to begin? In 1964, Nike started off as dream when founders, Phil Knight and Bill Bowerman, with just $1,200, established Blue Ribbon Sports (O’Reilly, 2014). Originally, they were distributors for Asics, but in 1971 they became known as Nike. Uniquely, they chose the name Nike because it is the name of the Greek goddess of victory (O’Reilly, 2014). Interestingly, the first patented Nike shoe was the Nike Waffle Trainer, which was made using a waffle iron and was patented in 1974 (O’Reilly, 2014). Creatively, the “Just Do It” campaign, in 1988, was featured in an ad with Walt Stack, the 80 year old runner, as he ran across the Golden Gate Bridge (O’Reilly, 2014).

1964 marked the creation of “Nike” which at first was called “Blue Ribbon sports”. Nike was created by Phil Knight and Bill

In 1964, a company named “Blue Ribbon Sports” was founded by a track coach, Bill Bowerman, and one of his runners, Phil Knight. Bowerman wanted a lighter and more durable shoe for his runners. So one day, Bowerman created a waffle-like pattern on the sole of trainers to help athletes grip running tracks using his wife’s waffle iron. For a while, these new shoes were sold and distributed from Phil Knight’s car trunk. In 1971 In 1971, the company “Blue Ribbon Sports” was now named “Nike”. Nike was named by an employee and means “the goddess of victory”. The logo was created by Carolyn Davidson, also in 1971. Nike Swoosh introduced their first shoe in 1972. Throughout the 70s and early 80s, Nike revenue steadily arose going from $28.7 million in 1973 to $287 million in 1983. A special year in history for the company, in 1984, Nike was able to offer, convince, and sign rising basketball star Michael Jordan.

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

Nike was founded under the name Blue Ribbon Sports in 1964. In 1972 the first pair of sports shoes was sold and experienced enormous growth and achieved a 50% market share within the sports shoe market in the US only eight years later.

Nike began as Phil Knight’s semester-long project to develop a small business, which included a marketing plan. This project was part of Phil Knight’s MBA course at Stanford University in the early 1960s. Phil Knight had been a runner at the University of Oregon in the late 1950s. His idea for his project was to develop high quality running shoes. He thought that high quality/low cost products could be produced in Japan and then shipped to the United States to be sold at a profit. His professor thought that Knight’s idea was interesting, but not much more than a project.

Nike began as an enterprise in Oregon with its founder, sports enthusiast Phil Knight. In 1962, Nike started under the name Blue Ribbon Sports. During this time, the athletic shoe industry was dominated by the Adidas and Puma companies. Knight recognized there was segment of serious athletes that had specialized needs that were not being addressed by the major companies.

Marketing is selling the product goods and service by knowing the needs and wants of the customer and consumer (Kotler P, 2009). Marketing Management expertise has capable of knowing the change of an organisation to manage both the internal and external challenges of environment (Cant M C, et al, 2009). A company needs to classify the customer needs and identifies the demand of the supplying