brand analysis case study NIKE.docx

brand analysis case study NIKE.docx

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brandanalysiscasestudyNIKE

Product&BrandManagement

Assignment1:

BrandAnalysis:

Development,Performance,Strategy

NikeAnalysis:

1998-2008

Index

1.Introduction………………………………………………………………………..2

2.Nike’smaineventsinthedevelopment（1998-2008）…………………………….3

3.Nike’scurrentsituation…………………………………………………………...9

4.Nike’schallenges………………………………………………………………….14

5.ProspectsofNiketo2012………………………………………………………...16

References…………………………………………………………………………...18

NikeReport:

1998-2008

1.Introduction

“Ifyouhaveabody,youareanathlete.”---Nikeco-founderBillBowerman.

Nikeistheworldleaderinthesportsfootwear,apparelandequipmentsfields,andNikehasthebiggestsportsmarketshareandthemostdevelopedsportsequipmenttechnologies.Furthermore,NikeaddsfashionelementsinthesportswearandthatmakeNikebecomethemostpopularbrandsamongyouths.The“Swoosh”logoissocuteanditwasusedfrom1971whenCarolynDavidsondesignedituntilnow（Nikebiz,nd,timeline）.

From1964,Nikewasstillcalled“BlueRibbonSports”,theco-founderBillBowermanandPhilipKnightdidn’tthinkthiscompanycouldbecomethebiggestsportssupplierintheworld.In1978,thecompanychangedthenameasthe“goddessofvictory”—Nike（Nikebiz,nd,timeline）.Sincethatyear,peoplewillrememberthisbrand.In2008,Nikeoccupied31%marketshareofwholesportsmarket（ChristophDolleschal,2008）,therevenuewas$18.6billion.

ToanalyseNike’sachievements,wecanusetwobasicassistanttools—4Pstheory（product,price,placeandpromotion）andSTPtheory（segmentation,targetingandpositioning）.

4PstheorywasproposedbyE.JeromeMcCarthyin1960.Thistheoryisusedasatooltoassistmarketersindefiningandoptimizingthemarketingstrategies.Therefouraspectsinthistheory-product,price,placeandpromotion（12MANAGE,nd,MarketingMix）.STPtheorywasproposedbyWendedSmithandcompletedbyPhilipKotler.STPisthesimplecapitalletterofsegmentation,targetingandpositioning.Thetargetofthistheoryistohelpcompaniestofindthefittestmarkets（Kotler.P,2006,p195）.

Nike’ssubsidiaries

Nikeisthebiggestsportsfirmintheworld.Therearefivesubsidiariesarewholly-ownedbyNikeInc.-ColeHaan,ConverseInc.,HurleyInternationalLLC,NIKEGolf,andUmbroLtd.Thesesubsidiarieshasmake$2.6billionofthewholecompany’s$18.6billionprofit（Nikebiz,nd,BrandPortfolio）.AndtheyplantousethesesubsidiariestohelpNikeInc.togrowto$23billioninrevenuebytheendoffiscal2011（Nikebiz,nd,BrandPortfolio）.In1988,NikeacquiredColeHaan,whichwasprofessionalinupscalefootwearfrom1928（Nikebiz,nd,timeline）.ThenNikepurchasedsurfapparelcompanyHurleyInternationalin2002,thiscompanywasfoundedin1979（IndustrySpy,nd,surfline）.ConverseInc.wasboughtbyNikewith$305millionin2003（JoshuaPartlow,2003,Washingtonpost）,andthiscompanyisfamousindesignandproducesportfootwear.In2008,UmbroLtd.acceptedanapproximately$565millionpurchaseofferfromNike.Umbroisgoodatdesigningandproducingsportswearandequipments,andithassoldproductstomorethan90countriesintheworld（Nikebiz,nd,BrandPortfolio）.

Nikehassixkeycategories:

basketball,running,football（soccer）,women’straining,men’strainingandsportswear（Nikebiz,nd,BrandPortfolio）.Eachcategoryhasitsownsubbrandproducts,takeacase,theAirJordaninbasketball,thisserialproductsbringtoNikenotonlyprofit,andcustomers’loyalty.Inthispassage,theAirJordanwillbeatypicalcasetoanalyse.TheAirJordanwasreleasedin1985afterNikegota5-yearcontractwithMichaelJordananditbecamethebestsellingsportsshoesuntilnow.

2.Nike’smaineventsinthedevelopment（1998-2008）

From1998to2008,Nikehasfinishedmanyimportantevents,forexample,NikeboughtConversein2003.Use4Pstheorytoanalysetheseissue,wewillclearNike’sstrategies.

Product

1998

Nikehadsomenewfootwearproducts,themostimportantonewasMercurial,whichwasthelightestsoccerbootinthatperiod.Thisproductleadsarevolutioninsoccerindustry.AnotherimportantproductwastheAirZoomM9,whichwasNike’sfirstsignaturesoccerbootforMiaHamm（Nikebiz,nd,timeline）.

TheAirJordanhadintroducedJordanXIV.ThispairofshoeswaslastshoesbeforeMichaelJordanretiredfromNBA.ThiswasthefirstinAirJordanwhichwasusedmetalintheshoes,designedbyTinkerHatfieldandMarkSmith（AirJordan,nd）.

1999

NikewasinvitedtosponsortheAustralianOlympicTeaminDecember.Nikejusthad8mothstodesign,developandproducemorethan122,000suitsofathletes’clothes,muchshortertimethannormally.However,Nikefinishedthejobexcellent.ThisissueprovedNikehadoutstandingdesignerteamsandmanufactureability（Nikebiz,nd,timeline）.

TheNikeAirJordanpublishedXVinthatyear,afterJordanretiredfromNBA.Theideaofdesignwasfromaircraftx-15（AirJordan,nd）.

2000

NikereleasedAirPrestoin2000,thiswasknownas“t-shirtforyourfeet”.Thisisanotherrevolutionafter1998,theshoesweredesignedmorecomfortableandlight.AndNikepublishedaradicallydifferentcushioningtechnology—NikeShox.Thistechnologyusedmaterialsofracecars（Nikebiz,nd,timeline）.

TheSydneyOlympicGamesgaveNikeagoodopportunitytoshowthehigh-performanceproductstotheworld（Nikebiz,nd,timeline）.

2001

Afterayear,theAirJordanintroducedXVIin2001.ThistypeoftheAirJordanwasdesignedbyWilsonSmith.WilsonaddedsomenewelementsandmadetheAirJordananewlooktothepublic,heusednewgaitersontheshoesandthesecanbeeasilyremoved.Butthisdesignwasnotgoodforplaybasketball,forexample,thegaiterswereeasilyfalloff（AirJordan,nd）.

2002

NikeSwiftSkinplayedanimportantroleinSaltLakeCityOlympicGames,speedskaterswhodressedSwiftSkinseteightworldrecordsandearngoldmedals.Inthesameyear,NikeGOlaunched,thisprogramwaspurposetoincreasephysicalactivityinAmericanyouth.

MichaelJordanwasbacktoNBAin2002,andNikereleasedtheAirJordanXVII.ThiskindoftheAirJordankeptthegaiterbutthatwasbetterthanXVI（AirJordan,nd）.

2003

TheAirJordanXVIIIwaspublishedin2003.TateKuerbiswasthemaindesigner.TheAirJordanXVIIIcombinedsomenewthings:

Sleekracinglinesoftheautoworld,Carbonfiber-basedmonocoqueofF1racecars,RacecardrivingshoesandFineItaliandressshoes（AirJordan,nd）.

2004

TheAirJordanXIXhadTateKuerbis,JasonMayden,WilsonSmith,JoshHeardandSuzetteHenritobedesigners.SomanyexcellentdesignerscombinedtodesignthiskindofAirJordan,whichwasneverhappenedbefore.TheywereinspiredfromtheBlackMamba.Andtheyusedthespecialmaterialthatwascalledhigh-techflex,theyneverbeenassociatedtodesignfootwearbefore（AirJordan,nd）.

2005

Nikewantedtodesignakindoffootwearmakerunnersfeelbarefootrunning.Forreachthistarget,NikestartedNikeFreeprogram（Nikebiz,nd,timeline）.

TheAirJordanXXwasdesignas“welcometothefuture”.TinkerHatfielddesignedthisproductandusedI.P.S.（IndependentPodularSuspension）,akindoftechnologyverysimilartotheShox（AirJordan,nd）.

2006

NikeAirwasreleaseddramaticallyin2006,purposeofthisproductwastrytoallowsconsumersliterallytorunonair.ThecoretechnologyoftheAirMax360wasanewmethodofcreatingAir-Soleunitscalledthermoforming（Nikebiz,nd,timeline）.

Nikeredefinedsportsandpublishedperformance-drivenfitnessdanceshoesandapparel（Nikebiz,nd,timeline）.

Inthesameyear,NikeandApplecombinedtolaunchNike+.Thisactionassociatedphysicalactivitywithdigitaltechnology（Nikebiz,nd,timeline）.

2008

Nikereleaseditsmostinnovative,lightestfootwearin2008BeijingOlympicGames.FlywireandLunarlitetechnologyhadreducedfootwearweightbyupto18%.

NikereleasedtheAirJordanXX3in2008tocelebrate23ofitslegacy.Thiskindofshoeswas“thefirstpinnacleperformancebasketballshoeinNikehistorytoembracetheNikeConsidereddesignethos”（Nikebiz,nd,timeline）.

From1998to2008,Nikedesignedandcreatedalotoftechnologiestodevelopsportsequipments.ThecasesabovearejustafewofNike’sevolutionaryexamples.Productsisthecoreofthefirms,iftheywanttogainthemarketsharetheyshouldupdatetheirproductssustaining（Porter.M,1998）.

Price

BecauseNikehastoomanykindsofproducts,sowejustchooseonetorepresentothers.TheNikeAirJordanhasthequalificationtoaffordthisrepresentative,italreadyhasahistoryof23yearssince1985.

Unit:

dollar

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

150.00

150.00

160.00

160.00

200.00

175.00

165.00

175.00

175.00

175.00

230.00

DatefromAirJordan’website（AirJordan,nd）

InthisformwecanfindAirJordanin2002and2008havehigherprices.TheAirJordanXVIIin2002,anditwassold$200.Inthatyear,NikedesignedametalcaseandaCDfortheshoes,thisactionwouldincreasesomecost,sothepriceinthatyearwastoohigh（AirJordan,nd）.In2008,theAirJordanXX3wasreleasedtocelebrate23rdyearsanniversary.Andtherewerenewtechnologieswereusedinthisshoe,sothecostwillincrease（Nikebiz,nd,timeline）.

Therearesomefactorsaffectingpricingdecisions-Organisationalandmarketingobjectives,pricingobjectives,costs,othermarketingmixvariables,channelmemberexpectations,buyers’perceptions,competition,legalandregulatoryissues,andperceivedvalueformoney（Dibb.S,2006,p630）.Fromthiscase,wecanunderstandwhytheAirJordanXVIIandXX3canhavehigher