staying ahead of the then near-15-year-old Nike. In 1988‚ Reebok launched its first brand campaign‚ U.B.U. (ie‚ Reebok lets you be you). However‚ it went up against Nike’s “Just Do It” campaign. Whereas Nike successfully targeted the newly coined “athletic shoe market” and cornered the performance market‚ Reebok lost sales during this campaign. Reebok then began vacillating between messages to women‚ messages about performance‚ and messages about fashion‚ with the result being a lack of brand identity
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advances in the technology Nike has used are the waffle tread pattern‚ now common on athletic shoes; the use of a single wrap-around toe piece‚ rather than multiple pieces stitched together; and‚ the use of an air cushion in the sole of the shoe. 2. Product Design Nike takes full control over its design processes. Nike’s products are known for including Nike’s innovative technologies into innovative footwear designs. Nike’s products are also known for both their form and function. 3. Component
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the 4p’s on nike! introduction: nike is a global sports shoe giant company. It is the largest seller of athletic footwear in the world‚ holding the lion share of 33% of the global market. The company has production facilities in Asia‚ sales facilities in almost 200 countries‚ and customer service and other operational units worldwide. The marketing mix or the 4p’s of marketing are product‚ price‚ place and promotion. Nikes 4p’s are the following: 1. Product Nike offers a wide range
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innovator in athletic footwear‚ apparel‚ equipment and accessories. • Originally known as Blue Ribbon Sports (BRS)‚ it started with an idea to make the footwear lighter to give competitive advantage to athletes by track athlete Philip Knight and his coach Bill Bowerman in January 1964. • One of the major goals of NIKE is product innovation and product improvement. • Business strategy to target most of the sports around the world and to produce distinct and comfortable footwear and
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Contents Page Executive Summary 2 Nike Inc. 2 Footwear Industry 3 Analyzing a Footwear Company.................................................................3 Trends in the Footwear Industry…………………………………………4 Nike’s Strategic Enablers in Gaining Competitive Advantage 4 Marketing & Promotion…………………………………………………...4 Production & Distribution………………………………………………...5 R&D………………………………………………………………………...5 Acquisition Strategy………………………………………………………..5
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INTRODUCTION Company Profile Founded by Bavarian shoe designer Adi Dassler‚ Adidas is one of the world’s most recognized brands. From the 1950s through the 1970s‚ Adidas drove the world’s athletic shoe market with its product originality. During that time‚ Adidas grew exponentially from a small‚ German‚ family-owned business into a multi-billion dollar‚ global sporting goods enterprise. Building its brand on “passion for sport‚” Adidas prides itself on an unrelenting work ethic‚ its strong international
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Presence of suppliers - GDP and economic stability foreign investment - Exchange rate volatility - Size of the local market - Desirability of the host country - Presence of other labour-intensive manufacturing in the area - Presence of other footwear manufacturers in the region - Amount of foreign investment in the country - Labour laws of the host country (2) Additional factors Financial institution. The risk of pandemics Shortage of essential basics such as clean water and electricity
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ADIDAS BRAND AUDIT Eleonora Popova Nertila Asani Reita Hackaj Tomas Krajcovic TABLE OF CONTENTS adidas Background .............................................................................................................. 2 Industry Background ............................................................................................................ 2 Consumer analysis............................................................................................................... 2 Brand
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and Phil Knight‚ a middle-distance runner from Portland who attended Oregon in 1955‚ were the visionaries behind Nike. Bowerman and Knight both had‚ what they thought‚ great ideas for running shoes. After failed attempts to bring Bowermans ideas to footwear manufacturers‚ Bowerman partnered up with Knight to form Blue Ribbon Sports in January of 1964. Phil Knight persuaded the manufacturer of Tiger shoes to make Knight a distributor of Tiger running shoes. Knight sold the shoes out of the trunk of
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fast-growing branded footwear market‚ a company official said Wednesday. Nike has already made Bata the licensee for Bangladesh‚ allowing the multinational shoe company to market its products all over the country. "Initially‚ we will market Nike products including shoes‚ apparel and lifestyle items in five of our top stores located in posh areas of capital Dhaka‚" said a senior Bata Shoe company official on condition of anonymity. "There is a growing demand for high-end footwear and sport shoes among
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