Etude de cas Marketing sur la marque NIKE

1. CASE STUDY

2. NIKE GROWTH STRATEGY
➢ Based on sponsorships on sport teams and athletes
➢ the brand is the biggest sponsors of athletes in the world

3. THE BRAND NOTORIETY, POSITIONING, IMAGE & VALUES
➢ The biggest sponsor of athletes in the
world
➢ Make partner with high profile and
influence athletes, coaches, teams and
leagues
➢ The Top athletic apparel and footwear
manufacturer in the world.
➢ Nike want to represent emotion, allegiance
and identification

4. PYRAMID OF INFLUENCE
➢ The preference of a small percentage of top
athletes influenced the product and brand
choices of others.

5. NIKE FIGURES FOR 2017
➢ Revenues: 34,350 millions $
➢ Profits: 15, 31billions $
➢ Market share: 31%

6. Marketing strategy
Didn’t change its growth and marketing strategy
A long-term strategy → focused on running,
basketball, football/soccer, men’s and women’s
training and action sports
The brand is using famous athletes who are
pushed into the lights because they shown their
engagement in a political cause (ex : Colin
Kaepernick)

7. BRAND EQUITY
➢ Brand loyalty
➢ Brand awareness
➢ Brand associations
➢ Innovator
➢ Perceived quality
➢ Marketing messages,
successful slogan “Just do it”
➢ Brand association

8. THE MAIN COMPETITORS
1
21,2b $
2
5b $
3
4,1b $
4
4b $
5
1,8b $

9. SUSTAINABILITY
➢ Part of the website named “sustainability Nike”
➢ Nike Flyknit : evolution and new components
➢ Program of recycling shoes