Nike historical background, achievements, competing competitors,

1. WITH THE NAME OF ALLAH THE
MOST GRACIOUS AND THE MOST
MERCIFULL

2. Brief Introduction about
Presentation
Nike is an American Company Incorporated
in 1968 as Blue Ribbon Sports.
During 1970’s Nike was in its rising stage.
Expanded its Operations and opened more
production plant
Market share was increased.
From 1980 their declining stage started.

3. HISTORY OF NIKE
 Nike was founded in 1972
 Headquarters of Nike: Beaverton, Oregon,
USA.
 Key People of Nike: Philip Knight, Bill
Bowerman & Mark Parker
 Total employees of Nike were 26,700
(according to 2006)

4. HISTORY OF NIKE
 Carolyn Davidson at Portland University
designed Nike’s trademark Swoosh
 The first Nike shoes was introduced in spring
of 1972
 Nike has more than 500 factories in 45
countries.
 Most of the factories are located in Asian
countries including: Pakistan, India, Malaysia,
Korea and others

5. FROM 1970-1980
Bill Bowerman's and Knight's made a
company named Blue Ribbon Sports
Blue Ribbon Sports changes its corporate
name to NIKE
A soccer/football shoe is the first NIKE model
to hit the retail market
A Nike T-shirt to promote the shoe becomes
the first apparel item

6. In 1990s
Nike acquires Tetra Plastics to assure
exclusive supply of parts of their Air-Sole
units
 Nike Eyewear is introduced in October
Nike Asia takes off
China becomes both a source country and a
vital market for Nike
The Nike Air GX and Air Foam shoes bring
new levels of comfort to soccer and
basketball

7. INCLINING STAGE OF NIKE
In the 1970s Nikes growth was aided
considerably by an important socio-cultural
development.
The first line of Nike footwear is introduced
called "Moon Shoe" that features a waffle
sole
Nike held weekend races runs to raise
money for charity

8. INCLINING STAGE OF NIKE
 In 1970 Nike has the right place for the right
product.
At that time companies sales and market
shares increased dramatically
Nike continued to build its marketing strategy
around increasing the products visibility.
The company expanded its product line by
marketing a variety of shoes for different
track events

9. SPONSOR&ADVERTISEMENT
To make there name in the global level
nike sponoserd many atheletes
Sponsored German tennis player Michael
Stich
Sponsored Italian National Soccer Team
Nike print ad with the tag "There is no
finish line" is introduced.

10. INCLINING GRAPH
90
80
70
60
50 1968-1972
40 1972-1976
30 1976-1980
20
10
0
ADIDAS PUMA REEBOK NIKE

11. DECLINING STAGE
Total profit at the end of 1984 was 7.8
million dollars
The total loss was 2.1 million at the end
of 1985.
At the end of 1984 Nike profit was down
to almost 30 percent.
Faced with an 11.5 percent drop in
domestic sales of its shoes in the 1984

12. REASONS FOR DECLINING
Arrival of the competitors in the market like
Adidas and puma
Style of shoes were getting old
Nike market share was also damaged due
to the demographic changes
IN 1980 the number of teens of Nike were
less then in 1970
Nike spend a lot that is 10 million dollars in
advertising

13. REASONS FOR DECLINING
INORDER TO MAINTAIN HIGH QUALITY
PRODUCT THEIR COST PRICE WAS
VERY HIGH
WHICH EFFECT THE COMPANYS
REVENUE

14. MUSLIM NATIONS
CONTROVERSY WITH NIKE
 In 1998, Nike used a
logo Air on athletic
shoes that resembles
the word Allah in the
Arabic script
 Due to the protest of
Muslims Nike lift up all
that material and waste
it
 Loss of Nike due to the
embarrassing mistakes

15. DECLINING STAGE
90
80
70
60
50 1980-1984
40 1984-1988
1988-1992
30
20
10
0
REEBOK ADIDAS PUMA NIKE

16. REQUIRMENTS FOR NIKE
They should know who are their customers
They should modify their product
They should follow “More For More” strategy
They should divide their market in to different
segments i.e. demographically,
phsychographically
Collect primary data and built strong
strategies against competitors
They should be very conscious about cultural
differences

17. NIKE’S CURRENT POLICIES
Nike strong its R&D department
Today Nike market it products to everyone
They are targeting their customers in to
various groups
 They maintain their core values
Focusing on innovation, developing new
product lines
Creating sub brands and connecting with
customers of all kind

18. NIKE CURRENT PROGRESS
Nike now capture a 42% market share in
United States
And more then 25% in all over the world
Nike now willing to achieve the stairs of
success more and more

19. CONCLUSION
The rules or principles which we are
studying in marketing are very
important for a firm to success in
market

20. THANKS