Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.
Copy of Nike
Transcript of Copy of Nike
Please refrain from any use of laptops and cellphones.
Please feel free to participate as you will rewarded for your participation!
ARBUS 302: Winter 2013
Principles of Marketing and Consumer Economics
Good Afternoon :
How much did Nike spend on their global marketing campaign between 1988-1998?
What new technology did Nike
incorporate to the Air Max?
Photo de la Tiger.
Air Jordan Campaign campaign ended in the mid-1980s and began to lose market share to Reebok
Needed an ad campaign to broaden their consumer base
Led to the creation of the Just Do It campaign by Weiden + Kennedy
$300 million spent on worldwide advertising between 1988 and 1998
Used billboards, magazine ads, and the first Nike TV ad campaign
Connected to consumers through humour and inspirational messages
A. $40 Million
B. $300 Million
C. $475 Million
D. $10 Million
A. Waffle Soles
B. Air Soles
C. Pump Technology
D. Nike Air bags
$1.79 billion-a-year business, while Nike had sales of $1.2 billion
Reebok had 26.7% of the market and Nike 23.3%
Positioned for fashion rather than performance
Long tradition of making solid, unexciting, sneakers
Price lower than Nike
Designed for athletic use, although a large percentage of the products are worn for casual or leisure purposes
Products in these segments: Running, basketball, cross-training, water sports, tennis, outdoor and walking, and apparel
Offer different colours and cosmetic changes with every new season
High price led to the belief of higher quality
Successful campaign and demand allowed for higher prices and still stay ahead of the competition
1971: mail-order system, opened the first Blue Ribbon Sports retail store before they became "Nike"
1980s: Athletic specialty stores carried Nike
1990: Nike plans to open its first direct retail store "Niketown" in Portland
Sport team endorsement
"Yesterday you said tomorrow"
Nike was able to create a distinctive product, provide consistent delivery, and create presence and personality
Use of celebrity endorsements such as Micheal Jordan and Bo Jackson
Optimize the trend of “e-tailing"
Bundling products at reduced prices
Acquiring established companies
Expanding into other sports
Inability to foresee Rebook’s dominance in aerobic shoes
Inability to respond quickly to consumer trends compared to their competitors
Backlash for the actions of celebrities who act as Nike endorsements
Change in consumers’ perception of their brand image after unforeseen negative media attention
To become the world leader in design, marketing, and distribution of athletic products
Maintain a strong brand image and reputation for design and marketing efforts
Set goals and evaluate risks in:
Research and Development
Order of speeking
"Just Do It" campaign launched Nike to the market leader position
Promoted a lifestyle, not just a product
Increased Nike's bottom line
Synonymous with the brand
The athletic footwear industry is highly competitive and the products are indifferent
Recent growth in the market because of the fitness and fashion trend
Sales of 250 million pairs of shoes