2. What is
Nike
Genius?
Is a shoe designed by Nike to
increase performance by
tracking heart rate, distance,
and weight loss; which includes
an MP3 device, in order to
make physical activity more
enjoyable.
3. HISTORY
BEHIND NIKE.
Nike was founded by Phillip
Knight and Bill Boweman in 1964,
it was originally known as Blue
Ribbon Sports, and operated as a
distributor for a Japanese shoe
maker company. In 1971 the two
companies seperated, and in 1972
the first shoe with the NIKE
SWOOSH (which represents the
wing of the Greek Goddes NIKE)
was introduced.
4. HISTORY
BEHIND
NIKE
In 1974, Boweman developed the
company’s first self-designed
product. Boweman used his wife’s
waffle maker to create a waffle sole,
which would improve the shoe’s grip,
this shoe was named the Waffle
Trainer. In 1978 the company was
officially renamed NIKE INC.
6. Nike Genius Strengths and
Advantages.
• Nike is a very competitive organization, Phil Knight (Founder
and CEO) is often quoted saying “Business is war without
bullets”.
• Nike is a global brand and it is the number one sports brand in
the world and its famous logo is instantly recognized.
• Nike Genius which is the next generation to Nike + is unlike
any other shoe out on the market, it incorporates the use of
an MP3 player and tracks your athletic progress from week
to week and measures heart rate, distance ran, and calories
burned, while you run.
7. NIKE GENIUS
COMPETITOR
Adidas teamed up with Samsung
and manufactured miCoach, which
is a phone that works with
monitors around the runners body
to provide information related to
the run. However, the consumer
must purchase this specific phone
and sign up to a cell phone plan in
order to use this running device.
8. NIKE
GENIUS VS.
MICOACH
Nike Genius is a more practical
device because it represents a one
time only investment for the buyer,
in comparison to the monthly
charges on phone services required
by miCoach. Also, it is not likely
that consumers will switch cell
phone providers in order to access
a running device.
9. Target
Market.
Demographic Characteristics:
Males and Females between
18 to 25 years old.
Psychographic Characteristics:
Consumers who are physically
active, and who can afford this
high quality/priced product.
