Contents

• Executive Summary 1
• Industry/Company Overview 2
• Target Market 4
• Brand Image 6
• Competitive Advantage 11
• IMC effort of Nike 13
• Conclusion 15
• References 16

Description

NIKE, Inc. (NIKE) originally started as Blue Ribbon Sports was constructed on 25th January 1964 by Bill Bowerman and Philip Knight. Nike was originated from a Greek word Νίκη which is used to represent the goddess of victory. The company deals with designing, establishing and marketing of accessories, footwear and apparels along with sports equipments. These products are sold in 170 countries all over the world through various retail outlets and NIKE owned retail outlets, along with e-retailing through Nike’s official websites. These products are used by baseball players along with football, tennis, volleyball, wrestling players. They are also popular among cheerleading squad, skateboarders, golfers, joggers and people keen in outdoor activities. Nike Golf, Nike Pro, Nike+. Nike Jordan and Nike skate boards are some of the brands owned by NIKE.
The company has come up a long way facing accusations and still manages to be on the top, keeping its competitors behind. It faces tough competition from Reebok, Adidas, Puma, Timberland, Woodland and Red Tape.
This report describes how Nike came into existence, its background information, target markets, brand image, competition and advertising and promotional strategies.