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Branding, Packaging, and Labeling of Nike
2,771
NIKE
Aspen King
Mason Siegel
December 12th, 2018
NOW
Strengths
Weaknesses
- Overseas manufacturing dependency
- Decreasing United States market share
- High product price compared to Adidas
- Currency exposure
- Medium retail presence
- Brand Recognition
- High Product quality
- Effective Marketing Strategy
- Capacity of innovation
- Strong distribution chain
NOW
Threats
Opportunities
- Manufacturing revolution
- Digital investments
- Continued international growth
- Other companies
- Adidas is the major competitors
- Athletic footwear or apparel
Introduction Stage
Product Life Cycle
Introduction Stage
When Nike has a new shoe release launch, they have a lot of advertisements in commercials, stores and magazines. The price for these shoes are typically $120-$200,
Development
Development
With more than 40+ researchers with doctorates in all fields dealing with product development i.e mechanical engineering and math they design and innovate products that will be used by athletes everywhere. It is said that many ideas using the technique of trial and error were made.
Branding
Maturity
People wearing their shoes are a form of marketing as well
The location of the swoosh for maximum exposure enables the brand to be continuously
etched into the brains of anyone that witnesses the events or sees the replays and news coverage
Usage
The consumer may use the shoe for recreational or professional use. The shoe can be used for months or years depending on the wear and tear it endures. It all depends on the person and how often and what they are using the shoe for.
Product Usage
Reuse-a-shoe
Discard
After the shoes are discarded many just get thrown away in the trash. Nike also has a new incentive to return the used shoe and Nike will recycle the shoe. This idea is called reuse-a-shoe. This plan was created to hopefully create less waste in landfills and promote recycling of all kinds of materials.
GOAL
Nike's main goal is to bring inspiration and innovation to every athlete in the world.
"If you have a body, you are an athlete."
GOAL
TARGET MARKET
Nike primarily targets consumers who are between 18-40 years of age
Nike also uses magazines, and commercials to market their shoes to the general public. For decades the Nike Swoosh has been a common known logo in many households also to teens.
Nike’s marketing strategy appeals to their audience. Nike uses their iconic logo, the Swoosh, as branding as well as having famous athletes, such as Michael Jordan be the spokesperson for the product.
Nike’s targeting market is for those who like the higher quality sporting goods, especially footwear. Nike also target market for males and females such as their shoes, clothes, and other accessories, especially among 18 and 35 years old.
The location of the swoosh for maximum exposure enables the brand to be continuously
etched into the brains of anyone that witnesses the events or sees the replays and news coverage
TARGET MARKET
Original Goal
Bill Bowerman and Phil Knight established the goal of providing elite runners with a high quality competitive running shoe
TARGET MARKET
The research and development mainly takes place at the main headquarters in Beaverton, Oregon.
WHERE IT ALL BEGAN
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TIMELINE
WHERE IT ALL BEGAN
Nike's symbol is from the greek mythology from the winged goddess who inspired courageous warriors.
In 1971 Caroline Davidson designed the "SWOOSH" Logo. She went to Portland State University, freelancing for Phil Knight. He asked her to design a logo that could go on the side of a shoe
In the late 70's Nike went from 10 Million to 270 million in sales. By the year 2000, Nike had 12 Billion in sale's
Phil Knight ran track and wanted to develop a shoe that were better running shoes. Nike began in the back of Phil Knight's trunk of his car. Before it was called Nike, they had the name of Tiger.
Market
Share
MarketShare
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Most people associate footwear with the Nike brand and rightly so. Today they have $34 billion in sales. In comparison, Adidas moves just $25 billion of footwear sales annually. In total, the global market share for Nike is expected to be over 27% by 2020.
Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to 24 in athletic wear.
Footwear revenues still account for 58% of Nike’s total overall revenues.
Sales of Nike
Sales of Nike
Branding
An iconic slogan for the past 29 years, Just Do It resonates with just about everyone. It connects with individuals universally, allowing anyone and everyone to come up with their interpretation. It creates a relationship between the brand and its fans.
Empower Your Target Audience
Target Audience
Hired brand ambassadors and sponsor athletes such as Lebron James, Tiger Woods and Colin Kaepernick
Nike uses social media to create a lifestyle and sense of community among fans. Its tweets are short, punchy and compelling, and nearly always included the hashtag #justdoit or #nikewomen
Nike Women
Nike's Pricing Power
Pricing
NIKE is ranked the #1 sports brand in “The Forbes Fab 40: The World’s Most Valuable Sports Brands 2014.” With its strong brand image, tradition of introducing innovative products to the marketplace, current product stable, and high-profile endorsements from world-class athletes, the company has positioned its products at the higher price points in the market.
Demand-Based Pricing
In 2013, a pair of running shoes in the US retailed at an average price of $66.85.1 Although NIKE has some products in the lower price range, it’s seen most of the category growth in premium footwear models—those retailing for $100 and above.
Demand-Based Pricing
Packaging
The most iconic and modern Nike package is made from recycled and recyclable cardboard materials, offer clean, symmetric lines, and are well-known to display the conspicuous tick on a plain orange background.
Packaging
Packaging
Nike tries to use as much recycled materials that they can. Nike has an ongoing commitment they want to live up to, innovation and sustainability.
More Packagaing
Nike had redesigned their shoe box by decreasing 16% of cardboard usage. This translate reducing the waste of cardboard over 5000 tons per year.
Works Cited
“GET HELP.” NIKE, Inc.- Inspiration and Innovation for Every Athlete in the World., www.nike.com/help/a/nikeinc-mission
“18 Incredible Nike Demographic Segmentation.” BrandonGaille.com, 10 Aug. 2015, brandongaille.com/18-incredible-nike-demographic-segmentation/
Works Cited
Anwers Ltd. “Nike Strengths and Weaknesses.” UKEssays, UK Essays, 22 Nov. 2018, www.ukessays.com/essays/marketing/strengths-and-weaknesses-of-nike-marketing-essay.php
“Nike And Their Packaging Pride.” Design Packaging and Tapes, Admin, www.designpackagingandtapes.co.za/nike-and-their-packaging-pride/.
Kish, Matthew. Bizjournals.com, The Business Journals, www.bizjournals.com/portland/news/2017/04/20/new-nike-pricing-strategy-worries-analysts.html.