Nike

Introduction

I . ABOUT THE COMPANY

II . SWOT

III. ADVERTISING CAMPAIGN AND MARKETING DECISIONS

NIKE COMPANY

IN SEPTEMBER 2014

NIKE BECAME THE WORLD'S LEADING EQUIPMENT

FOR FOOTBALL

1984

MICHAEL JORDAN'S SPONSORING

1973

BIRTH OF THE FIRST SHOES

1988

CREATION OF THE SLOGAN

January 25th 1964

CREATION

1982

FIRST NATIONAL TELEVISION ADS

NIKE

- Gross sales 2019 : 39,1 billions of dollars

- 2018 : More then 73 000 workers in the whole world

- 1 152 shops in the whole world

- Gross margin 2018 : 51,8 %

- Operating margin 2018 : 9,8 %

STRENGTH

WEAKNESSES

SWOT

- High product quality

- Strong R&D

- Capacity of innovation

- Brand recognition

- Strong distribution chain

- Strong customer satisfaction

- Overseas manufacturing dependency

- Decreasing US market place

- High product price compared to the competitors

OPPORTUNITIES

THREATS

- Fierce industry competition

- Fluctuation in the currency

- Increased competitive pressure

- Maintaining the reputation

of being eco-friendly

- Extension into emerging markets

- Growing segment of women athletes

- Increased demand

- Women fitness market is growing a lot

Advertising campaign

Advertising Campaign

Nike Women

A : TARGET

B : AD TARGET

• Men and women from 10 to 35 yo
• sporty customers
• "sneakersheads"
• "sportswear"

• Woman from 10 to 35 yo
• First time that a "sport hijab" is seen on TV, Muslim woman

Behavioural Patterns

• strong passion for sport

• surpassing of either, acceptance and individualism

• inspired by the American dream

Type of media used

TV : It’s certainly the medium in which Nike invests the most :

- In 2010, for the football world cup, the brand injected more than 25 million dollars into an advertising spot (“Write the future”)

- Nike reinvested $ 30 million in 2011 in the “The Black Mamba” ad with Kobe Bryant, Kanye West and Bruce Willis.

INSTAGRAM

TWITTER

FACEBOOK

more than 25 million fans on its main Facebook page

more than 50 million followers

same strategy as on Facebook: an account for each sport

different pages for each sport: Nike Football, Nike Golf, Nike Basketball, Nike Skateboarding, etc

Nike is by far the most followed brand on Instagram

Indeed, with @NikeSupport, the brand creates conversational content with its consumers

Inspirational, artistic content with artist and motivation

large community of athletes on a support

answering questions about products, but also about the style and technique of a sport.

Story telling

Nike Women deploys 4 spots for International Women's Rights Day

Four languages, one speech: Western Europe, the Middle East, Russia and Turkey.

New product

• Viral video for a new product

• Controversy

• Putting the woman in the center

• First sport brand to launch it

About recent events...

A huge controversy in France about the hijab in school trip

Women in a battle : Feminism, "Metoo" movement

Nike is battling for a new image of the woman

Conclusion

• Denounce how the woman is seen

• "What will they say about you?"

• Always show the woman in a sporty, strong and fierce way