1. BREAKTHROUGH MARKETING CASE
Vincent Raymond A. Adriano
Edwina M. Arceo
Vivian T. Dabu
Maria Farrah Feliciano
Irish G. Sanchez

2. BRIEF HISTORY & PROFILE
 Inc.; importing
1967 – incorporated as BRS,
quality athletic shoes from Japan’s Onitsuka
Tiger Company.
1971 – “Swoosh” trademark and “Nike” as
new company name.
1972 – U.S. Olympic trials in Eugene, Oregon
1973 – Steve Prefontaine endorsed
Nike brand shoes
1985 – Michael Jordan endorsed Air
Jordan shoes and specialized apparel

3. BRIEF HISTORY & PROFILE
1988 – “Just do it” ad campaign
Mission: To bring

inspiration and 1998 – implemented corporate
innovation to every
athlete in the world responsibility practices
2010 – 36,000 employees
globally; revenues of $19.0
billion.
2010 – One of the 100 Best
Corporate Citizens; One of the
If you have a body, World’s Most Ethical
you are an athlete
Companies

4. Key Success Factors
Consistent advertising campaigns and programs


5. Key Success Factors
 Celebrity athletes’ endorsements


6. Key Success Factors
 Innovative, technologically advanced shoes and
apparel 

7. Key Success Factors

Consumer-oriented
www.nikeid.com
NIKEiD.STUDIO

8. Key Success Factors
Corporate social responsibility


9. Vulnerability

Negative publicity feedbacks
 Effects of extensive advertising
 Credibility of some of its key sports figures
 Loss of some of its key spokespeople to competition
High cost of Nike shoes
 Loss of incremental growth on high-end products
 Continuous innovation, research and development

10. Vulnerability
Changes in major environmental forces

 Changes in governmental regulations/rules
for production of their products
 Competitive activities that mimic or
improve upon technological processes

11. To Watch Out For
Identifying trends and megatrends in the sports
apparel industry 

12. Recommendations

Be sensitive and proactive with people’s views
and opinions of themselves, others,
organizations, society, nature, and the universe
as it pertains to sports.
“The performance of Nike and every other global company in the
21st century will be measured as much by our impact on quality
of life as it is by revenue growth and profit margins.”
Phil H. Knight, Chairman

13. Marketing Strategy
 of socially responsible
Strengthen implementation
programs and work further for the enhancement of
innovative solutions to address environmental,
social, and psychological concerns particularly in
shoe manufacturing.
 Awards and recognition
 Gigaton’s Award for Energy-Saving Programs Aimed at
Reducing Global Greenhouse Gas Emissions
 Top 10 of Newsweek's 2010 Green Rankings
 One of the 100 Best Corporate Citizens for 2010
 2010 Innovation and Sustainability Award
 One of the World's Most Ethical Companies

14. Marketing Strategy

Continue to present their advertising showing
“fun” in sports and the use of their products
 Nike’s Write the Future commercial

15. Applied Concepts

 Continuous innovation, research and development,
and technological adaptability
 Created the market and the demand – Nike became
the footwear and sports apparel not only by athlete
but even by fashionable, young generation
 Target market, position and segment – athletes and
non-athletes; young and not so young; fashionable
and practical
 Marketing channels – taking advantage of all media
in promoting its products

16. Applied Concepts

 Powerful slogans – “Just do it”, “Write the future”
 Prominent endorsers and image models
 Online marketing – Nike products are available for
customization and sale online
 Social responsibility marketing – environmental
awareness, women empowerment, and children’s
health are but some of Nike’s social initiatives

17. Metropolitan Bank and Trust Company

 adopted technological innovation in its online banking,
automated teller machines, and e-commerce
 offers a full range of banking and other financial products
and services to cater to different markets
 powerful slogan “Your in good hands with Metrobank”
 availability and accessibility of its more than 1,200 ATMs,
730 domestic branches, and 42 international branches,
remittance offices, and subsidiaries worldwide
 multi-awarded by various institutions and organizations
for corporate governance, leadership, and innovations
 corporate social responsibility undertaken thru
Metrobank Foundation

18. References
 http://www.nikebiz.com

 http://www.articlesbase.com/golf-articles/success-story-of-nike-the-way-it-became-the-leader-
750479.html#ixzz1GXHDvND5
http://www.oppapers.com/essays/Nike-Mission-Vision-Values-Principles/452265
 http://www.arkema-inc.com/index.cfm?pag=366
 http://www.slate.com/id/2083478/
 http://www.msnbc.msn.com/id/23071595/
 http://www.msnbc.msn.com/id/4554944/
 http://expertvoices.nsdl.org/cornell-info204/2008/04/22/nikes-marketing-strategy/
 http://books.google.com.ph/books?id=QBc0kV9DfosC&pg=PA90&lpg=PA90&dq=vulnerability
+of+nike&source=bl&ots=vliUrcqjgw&sig=Roe2-
J8pL4wrap5rXSQdyogQjFk&hl=en&ei=c3p9TZCTG42qccGGlLgG&sa=X&oi=book_result&ct=res
ult&resnum=3&ved=0CCUQ6AEwAg#v=onepage&q=vulnerability%20of%20nike&f=false
 http://www.suite101.com/content/marketing-audit-of-nikes-strategies-a94402#ixzz1GXLtFyGM
 http://www.businessweek.com/magazine/content/04_38/b3900001_mz001.htm
 http://en.wikipedia.org/wiki/Andre_Agassi
 http://en.wikipedia.org/wiki/Nike,_Inc.

19. 
Atty. Vivian T. Dabu
Marketing for Managers
Ateneo-Regis, AGSB Clark
ian8dabu@yahoo.com