Marketing Internship under Prof. Sameer Mathur

1. NIKE , Inc.

2. THE NIKE STORY

3. HISTORY
O Started by Bill Bowerman and Phil Knight in 1964.
O Company had sold Tiger Brand shoes and were grown quickly.
O The companies first name was Blue Ribbon Sports.
O In 1970, Nike is born with its new name.
O The swoosh was trademarked for Nike, Inc.
O In 1990, Nike opened its World Headquarters.

4. MISSION VISION
CONTINUE TO BRING INSPIRATION TO
FUTURE ATHLETES , WHILE
MAINTAINING THE COMPANY’S
STANDARD OF QUALITY FOR ITS
PRODUCTS

5. EXTERNAL ASSESSMENT

6. POSITIONING MAP

7. OPPORTUNITY THREAT

8. INTERNAL ASSESSMENT

9. ORGANIZATIONAL STRUCTURE

10. STRENGTH WEAKNESS

11. NIKE MARKETING STRATEGY

12. MARKETING MIX

13. OBJECTIVES

14. ABOUT NIKE : THE NEWYORK TIMES
 In Sneaker Wars, It’s Also Curry (Under Armour) vs. James (Nike)
Under Armour’s basketball shoe sales have taken off, thanks to Stephen Curry’s
enormous popularity, but Nike is still dominant, thanks to a large stable of athletes
including LeBron James
By Joe Nocera.
- JUNE 17, 2016
 At Nike extending the Track to the Runway
The lines between fashion and athletic wear are increasingly blurring, and Nike is
getting ready to be a major global player in both fields.
• By VANESSA FRIEDMAN
-March 16, 2016

15. WHAT ARE THE PROS , CONS AND RISK ASSOCIATED WITH
NIKE’S CORE MARKETING STRATEGY ?
PROS:
It had a very strong theme: To manufacture high tech shoes for runners at competitive prices.
Latest technological advancements like Nike+ .
Geographically changed its strategy according to sports dominant regions.
CONS:
Target mostly the elite section of the society.
More focus could be given to the middle class in marketing schemes.
RISKS:
Due to its excessive product quality, the masses may have thought that this brand is out of their
league.

16. IF YOU WERE ADIDAS, HOW WOULD YOU COMPETE WITH
NIKE?
I would sponsor the major sportspersons.
Those with maximum fan following, should be given the highest top priority.
If Nike was endorsing them, I would overpay them to leave Nike.

17. ADVERTISING STRATEGY

18. HOW NIKE CONNECTED FELT NEEDS AND
PRODUCT DESIGNS?

19. RECOMMENDATIONS

20. DISCLAIMER
CREATED BY SHILPA.S, ABBS BANGALORE, DURING A MARKETING INTERNSHIP BY
PROF. SAMEER MATHUR, IIM LUCKNOW .