Nike Brief

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NIKE Marketing Strategies
Prepared and Submitted By –
Ashish Kasanagottuwar (S11MMMMM00405)
Paresh Ashara (S11MMMMM00440)
Manoj Kaushik (S11MMMMM00453)
Ranjeet Shriwastva (S11MMMMM00452)
Vivek Wamorkar (S11MMMMM00416)
Sudip Kumar Das (S11MMMMM00765)
NIIT Imperia Bangalore Center

Jul 10, 2011

NIKE – Marketing Strategies
of Contents

Acknowledgements
We are thankful to Prof.Ramanuj Majumdar, IIM Calcutta, who gave us this opportunity to learn
through case study about Marketing Strategies and other works on Branding and Product Market
analysis. The journey in to the academic world of marketing has been truly enriching and an eye
opener.
We are thankful to Mr. Eric Balinski for granting us permission to use content from his whitepaper,
“Winning Value Propositionsand Sustainable Business Performance”, on Form Follows ValueTM
Last but not the least; we are thankful to our family, kith and kin, for allowing us to take this journey
of Senior Management Program, at the cost of their weekends. Without their unconditional support,
this journey wouldn’t have been possible.

NIKE – Marketing Strategies

Table of Contents

of Contents

1. Introduction........................................................................................................ 4
2. Entry Strategy/Market Discovery .................................................................. 5
3. Competition ........................................................................................................ 6
4. Unique Value Proposition................................................................................ 9
5. Strategic Positioning ........................................................................................ 11
6. Pricing Strategy .................................................................................................. 13
7. Channels & Distribution ..................................................................................14
8. Market Communications .................................................................................. 15
9. SWOT Analysis ................................................................................................... 19
10. Future ................................................................................................................... 20
11. References........................................................................................................... 22

NIKE – Marketing Strategies

Introduction
The RNCOS research paper ―Sports Wear Market in India‖, anticipates that the current
size of the Indian sportswear industry is wo rth INR365.8 Billion, which is expected to
grow at a CAGR of around 33% during 2010 -2014. The current market estimates andfuture projections are entirely based on the set of feasible market trends and Indian
demographics, which take into account the consumer behavior and spending
patterns that may affect the growth of the sportswear industry .
Looking at the potential in Indian sportswear market considering the large
population of youth in the country, the top shoe brands from around the world have
set up shopsin India. The top sports shoe brands in India are Reebok, NIKE and
Adidas. These brands have over the years captured the Indian market tremendously.
They have penetrated in almost all the Indian cities and towns.
NIKE, the largest seller of athletic footwear and athletic apparel in the world with
subsidiaries in over 200 countries across the w orld, has attempted to keep itself on
the cuttingedge of technology. NIKE has been launching new technically advanced
shoe models from time to time, backed by innovative advertisements, celebrity
endorsements, successful associations (Indian Cricket team) and event sponsorships.
Founded in 1964 through an investment of $500 each by Phil Knight and Bill
Bowerman, the company (than called Blue Ribbon Sports - BLS) has evolved from
being an...