Nike provides a wide range of high quality, technologically advanced athletic shoes and apparel. They target customers interested in sports and an active lifestyle. Nike builds brand loyalty through innovative product design, endorsement deals with famous athletes, and motivational marketing campaigns. However, some customers feel Nike could improve accessibility in certain markets, offer more customization options, and ensure consistent messaging across sub-brands and regions to further enhance the customer experience.

1. By-
Anand Narayanan
Amit Mehta
Kartik Kapoor
Rakhi Vipat
Sagar Manekar
Smiti Mohan

2.  There is no single “best shoe” and everyone has different expectations.
 Following are the major categories on which shoes selections are
made:-
Biomechanics Shape of the Weight
Individual’s
Individual’s
Individual’s
Individual’s
The surface on
feet which one runs
 People with normal foot require stability shoes
 People with Flat foot require motion control or high stability shoes
 People with High-Arched Foot require cushioned shoes

3.  According to the research done on the responses obtained from
customers on why shoes are important we found the following results.
 Results are based on 50 responses obtained
 The number represent the no of people for a particular response.
Responses
16
5
4 11
2 3
2 5
2

5. Avg Mention time in Social Media in mins
350
300
300
250
200
Avg Mention time
150
100
50 40
2 7 7
0
Adidas Nike Reebok Puma Fila
Time interval between consecutive mentions in Social Media

6.  Nike has made many campaigns and advertisement with many famous
Athletes for promotion. These advertising builds on the globalization
of sports culture
 Some of these campaigns are:
I would run Find your Parallel My Time is
to you greatness Journeys now
Views 2,661,655 5,380,412 880,502 1,799,581
Likes 12457 9545 463 4138
Comments 2527 1260 31 846

8. Ni ke sub brands Brand Ambassador
Space Ci ty Kobe Bryant. Kevi n Durant. LeBron James
FaceBook: Li kes 24315, Coments: 1111, Share: 2813
Googl e+: +1s: 629, Reshares: 95, Comments: 200 Ni ke Total +1s:
381197
Twi tter: Retweets: 178
Pi nterest: 15 Li kes, 30 pi ns
Fl ykni t Lunar1+ Facebook: Li kes: 4538, Commentss: 253, Shares: 315
Amazon.com Revi ews: 5 Star: 25, 4Star: 15, 1Star: 5
Twi tter: Retweets: 150
Pi nterest: Li kes: 350, Repi ns: 100
New Mercuri al Vapor IX Cri sti ano Ronal do
Amazon Revi ews: 5 star: 15
Twi tter: Retweets: 402
Pi nterest: Li ke: 15, Repi ns: 25
Kobe Bryant shakes and bake Kobe bryant
Googl e+: +1s: 300, Reposts: 125
Amazon.com: 5 Stars: 100, 1 Star: 56
Twi tter: Retweets: 0
Pi nterest: Li kes: 10, Repi ns: 17
Ai r Max Lebron James
Googl e+: +1s: 356, Reposts: 137
Amazon Revi ews: 5 stars: 67, 1 Star: 36, 2 star: 23

10. Geography Age group Income level Customer type
US 15-35 High, Medium, Athletic, Baseball
Low players, fans &
Fashion conscious
Europe 12-35 High, Medium, Football players,
Low fans & Fashion
conscious
India 15-35 High, Medium Cricket players &
fans
Rest of the world 12-35 High, Medium Athletic, Football
players, fans &
Fashion conscious

11.  Recent trend, Age 12-15 Children are the growing due to European
football craze and desire to train for football.
 Customers look up to Nike for motivation for their athletic activities
and active lifestyle.
 Millions of Americans started to adore an active lifestyle and consider
Nike shoes as their first step for an active lifestyle.
 Generation Y customers look for ever changing products and thus Nike
is their best fit as it has a broader product line and upgrades the models
regularly.
 Nike targets customers who already have an active lifestyle or who
would like to have an active lifestyle.

12. Positive Negative
Nike Jordon Shoes people find that not only for Mismatch between customer needs and
Basketball these shoes are great but also they product offering. Example: Nike Free Run+ 3
are great for wearing with jeans and shorts Men’s Running Shoes are promoted as running
shoes. However it is more comfortable while
walking than in running
Innovative shoes with the best adaptable
technology
Product Quality not up to Standards: Nike Air
Max Shoes have been reported to have low
quality. After usage of 2-3 times Nike shoes are
falling apart, this is a big safety concern
Motivates me to never drive and instead walk to
wherever I need to go because they are so
comfy. Love the style and simplicity of them.
Nike website did not entertain a customer
query, since the POS is not a Nike store, it is
Wal-Mart.
Good Quality, Light Weight and Quite
Comfortable

13. Type Positive attribute Negative attribute
Space City
spectacular No mention of cost
impressed by players endorsing it Need Better Colors: Too loud
Comfortable main focus is on basketball fans
Very Roomy compared to Puma Reminds of the 90s
Flyknit Lunar1+ Preference of LeBron "Clown Shoes"- Poorly Shaped
Nike "Trying too hard"
New Mercurial Vapor IX Every1 prasing the brand , as a whole Fans making jokes regarding this
They do not connect with the product and rather ,
they speak abt lossing weight by dieting rather
than working out
Fashion Statement Foot Discomfort from wear
Customers Ready to Repurchase Even after 1 pair
Too Pricey
Kobe Bryant shakes and Prompt Response by Nike Twitter Team
bake
Favoured and Retweeted Nike Flyknit
Lumar1+ Campaigns on Twitter
Very comfortable Low avaiability in Washington DC
Quick response by Nike Football to queries
Colors are too flashy
Air Max Great Engineering The free shoes publicity too cheap and don’t go with
Favorable publicity for the shoes at a match by Walcott & Dempsey
-

14. Strategy of Nike
Who? •Age Group: 15-35
•Athletes, both women and men;
•People who love sports and exercising
Why? •Increase sales, through creation of user generated content on social media platforms like
Facebook, Twitter, Pinterest, Google+
•Customer Support by addressing customer queries and grievances over Twitter by Nike online
team on one-to-one basis;
•Creating awareness of new products. Eg: Nike Air Max, Nike Golf (2232 Likes)
•Brand loyalty promotion through promotion of repeat buys by customers. Eg: Convert users of
Nike AirMax 2010 to a user of Nike AirMax 2011
•Reputation building by way of hiring ambassadors that are relevant to the times and reputable.
Eg: Replacement of Tiger Woods during the scandal.
•Brand advocacy by making the athelets that are leaders of that sport actually wear Nike shoes on
field. Eg: Tiger Woods, Cristiano Ronaldo
What? • Promotional Campaigns;
• Catalyze generation of user content;
• Creation of global point of sales and center for after-sales;
• Creation of a sense of “Sports Community connected by Nike”;
• Directly communicate with the consumers;
• Creation of high quality of customer experience.
Where • Global connection through a network of 557 retail connections across 200 markets
• Use of twitter and Nike official websites for multiple purposes: Direct one-on-one communication
? with consumers by Nike, point of Sales, for mass product promotion, and creation of a sense of
“community” among consumers;
• Use of Social Media for spreading promotion of promotional campaigns;
• Sale of products through indirect sales over Amazon.com, Pinterest;
• Supplement PR campaigns like the World Cup matches at NikePark

15.  Advertising at specific sports cultures Nike both embraces niche
marketing while also affirming its own ideology, that it is a product-
driven corporation that responds to the specific needs of athletes;
 Its commercials rarely demonstrate products or give product
information. Nike ads concentrate on hailing viewers about the
aesthetic practices of each sport subculture;
 Nike focuses on the subcultures of sport those already existent
communities of meaning that share values, linguistic
codes, rituals, jokes, heroes, concerns, commodity signs, and
networks;
 Nike appears to "speak the voice" of these subcultures as an
insider, speaking to other insiders who share a set of recognized signs.
The humor, tone of voice, and issues addressed in these ads give Nike
an authentic voice. This permits Nike to insert itself as a legitimate
part of that sport subculture;
 In this sense we see Nike advertising constructing sports as cultural
practices and then inserting the product, the swoosh and Nike
philosophy into those practice;

16.  People don't concentrate their emotional energy on products in the way
fans abandon themselves to the heroes of their games. But great products
are the key to great athletic figures. This creates customers who are like
fans;
 The products are perceived as something compelling and profound.
 What differentiates Nike most from Reebok, Puma or Fila are the ways in
which Nike represents its athletes. Industry watchers readily agree that
Nike has achieved a degree of authenticity that its competitors have not.
When Nike represents an athlete in its commercials, there is a sense we are
getting the real thing. Nike seems to respect its athletes as
people, permitting them to display their own personalities.
 While its advertising connects elite athletes to the Nike brand, it also
creates space for the rest of the consumers. Nike advertising celebrates
transcendent values in ordinary people. Indeed, if all Nike did was to extol
great athletes, it would probably find itself in a neck and neck race with
the Reeboks of the industry. Instead, the Nike swoosh has come to stand
for the athlete in all of us. This takes us back to what we have called Nike's
motivational discourses.
 Over the years Nike has aligned its campaigns not only to the respective
target audience but also the product, brand personality, stature of the
ambassadors and sports spirit.
 Nike has successfully leveraged its "fan following" to spread all forms of
brand messages

17. The Nike Free Run+3 is part of a
collection of Nike Free shoes Nike Free
technology emulates natural motion by
allowing the shoe to move with the
body.
Love makes people do crazy things--like
run across the country. And sing while
they’re doing it.
How running reunites a long distance
couple, thanks to the help of the Nike
Free Run+ 3.
Strong runner can sing while running

18. Challenge runners to test their strength
by singing to a special “Nike Free
Running Karaoke” mix.

22. Products
and
Support
Services
Nike
Campaigns: Nike Customer
Online and Experience Interactions
Offline
Nike
Website

23. Nike Good Customer Experience Evaluatiuon
Accessibility Easy to navigate website;
Presence at most social media channels;
Fostering of communication between customers as well as with Nike;
 Easy access to most promotional material and participation in contests
Product Offering High availability of products across points of sale;
Reasonably priced, high quality and technologically advanced products;
 Large range of products;
 Quick customer query/ grievance redressal mechanism – online and
offline;
Choice of customization easily accessible through the website;
 Continuous up-gradation and innovation of products
Emotional  High brand salience;
 Connection of the name “Nike” with respect and quality;
Quotient
 High emotional identification of customers with brand ambassadors of
the respective product categories;
 Very high brand loyalty continuing over decades;
 Promotion of entire sport relevant to the specific country rather than just
products, to fire customers’ passion;
Association of company with promotion of social causes supported
Consistency  Consistent marketing communications across channels;
 Smooth and natural connection of online and offline promotional
content;
 Consistency of marketing communications with business goals and
values upheld

24. Nike Bad Experience Evaluation
Accessibility × Over-reliance on Twitter for communications and sales;
× Low communication regarding Limited Edition products and
customization options;
× Low opportunity to customers to reach out to Nike apart from Twitter
Product Offering × Pricing consistent globally, with very few differentiation, which may be
too high considering the market standards, like in India;
× Colors of apparel and footwear may be the cause for typecasting or
stereotyping;
× Lower access to customization and limited edition products in certain
markets like India
Emotional × Low emotional connection of the brand in certain new and emerging
Quotient markets due to different local sport preferences. Eg: India favors cricket and
Nike is perceived as inactive in the sport;
× Consumers connect to the brand ambassadors more than product or Nike
company, which may be dangerous for Nike
× The social media monitoring of Nike reflects the colors of racism or
prejudice towards certain lifestyles, thus hurting their sensitivity
unintentionally. This may be attributable to the choice of ambassadors or
even the product attributes. Eg: Bright pink shoes were associated with the
Blacks or the gay community.
Consistency × Nike promotional messages are inconsistent to a small extent between the
various sub-brands of products; while some focus on the product itself (eg:
Nike AirMax), some others focus more on the sport (eg: Kobe Bryant shakes
and bake collection)