NIKE 李通 迟一帆 何仁聪 彭可 农素娟 白玉兰 包蔓 袁璨然.doc

课程论文 市场营销 Marketing Plan 授课学期 2013 学年 至 2014 学年第 二 学期学院 外 国 语 学 院专 业 商 务 英 语 任课教师 黄 兴 运 小组成绩 个人成绩 总成绩 学 号 姓 名 201110501240 包 蔓 201110501245 迟一帆 201110501247 李 通 201110501248 彭 可 201110501261 何仁聪 201110501263 白玉兰 201110501264 农素娟 201110501265 袁璨然 Foundations of Marketing REPORT ON THE INNOVATION OF NIKE包 蔓 迟一帆 李 通 彭 可何仁聪 白玉兰 农素娟 袁璨然2011 Business English Class 5CONTENTS. Introduction(1). Company Profile (1). SWOT Analysis (1). Findings (3). Nikes innovation and Chinas market (11). NIKE NEVER STOPS MOVING (12). References (13). IntroductionAccording to the theory of life cycle, most products and brands experience a life cycle, including introduction, growth, maturity, and decline. It is obvious that Nike is in the course of growth and development. In order to achieve success, Nike puts more emphasis on all kinds of innovation and does its utmost to make more innovation. The purpose of this report is to introduce and analyze the innovation of NIKE. Company ProfileNIKE, Inc. is a major American manufacturer of athletic shoes, clothing/apparel, and sports equipment. It is one of the worlds leading sportswear and equipment manufacturers. It leads the world in sales of athletic shoes. The company was founded in 1964 by Bill Bower man and Philip Knight. Its first name was Blue Ribbon Sports but that changed to Nike in 1978. Nike is the Greek goddess of victory. It is famous for its slogan, “Just Do It” and the Swoosh logo, which Nike first used in 1971. Blue Ribbons first product was a soccer shoe called Nike. SWOT Analysis1. StrengthsNike is a very competitive organization and has a healthy dislike of its competitors. At the Atlanta Olympics, Reebok went to the expense of sponsoring the games. Nike did not. However Nike sponsored the top athletes and gained valuable coverage.Nike has no factories. It does not tie up cash in buildings and manufacturing workers. This makes a very lean organization. Nike is strong at research and development, as is evidenced by its evolving and innovative product range. They then manufacture wherever they can produce high quality at the lowest possible price. If prices rise, and products can be made more cheaply elsewhere, Nike will move production.Nike is a global brand. It is the number one sports brand in the world. Its famous“Swoosh” is instantly recognizable, and Phil Knight even has it tattooed on his ankle.2. WeaknessesThe organization does have a diversified range of sports products. However, the income of the business is still heavily dependent upon its share of the footwear market. This may leave it vulnerable if for any reason its market share erodes.The retail sector is very price sensitive. Nike does have its own retailer in Nike Town. However, most of its income is derived from selling into retailers. Retailers tend to offer a very similar experience to the consumer. Can you tell one sports retailer form another? So margins tend to get squeezed as retailers try to pass some of the low price competition pressure onto Nike.3. OpportunitiesProduct development offers Nike many opportunities. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand. However, like it or not, consumers that wear Nike product do not always buy it to participate in sport. Some would argue that in youth culture especially, Nike is a fashion brand. This creates its own opportunities, since product could become unfashionable before it wears out.There is also the opportunity to develop products such as sport wear, sunglasses. Such high value items do tend to have associated with them.The business could also be developed internationally, building upon its strong global brand recognition. There are many markets that have the disposable income to spend on high value sports goods.4. ThreatsNike is exposed to the international nature of trade. It buys and sells in different currencies and so costs and margins are not stable over long periods of time. Such an exposure could mean that Nike may be manufacturing and/or selling at a loss. The market for sports shoes and garments is very competitive. Competitors are developing alternative brands to take away Nikes market share. Findings1. Logo Innovation1.1 Tradition and InnovationThe Nike logo is widely regarded as one of the greatest and most popular logos in history. One of the reasons that allow the simple and fluid Swoosh logo to embody success is its extraordinary ability tomakeus see movement in particular ways. It was conceptualized by agraphic designstudent named Carolyn Davidson in 1971. She was paid only $35 forthe rightsto use it.The Nike “Swoosh” logo symbolizes the wing in the far-famed statue of theGreek Goddessof victory, Nike, who largely influenced countless brave warriors. Other folklore suggests that, a Greek would say, “When we go tobattleand win, we say it is Nike.”The original mark was termed as “the strip”, but it was later referred to as “Swoosh”, as a reference to the fibers used inNike shoes. The Nike “Swoosh” logo made its debut in the spring of 1972, when it was featured on the vamp of an athletic shoe. It was registered as a trademark in 1995 and has since become the exclusive corporate identity of Nike Inc.1.2 Colors of the Nike LogoThe Nike logo has traditionally used the red and white color palette.The red color exemplifies passion, energy and joy, whereas the white color stands for the nobility, charm and purity of the Nike brand.Nike promotes its products bysponsorship agreementswith celebrity athletes, professional teams and college athletic teams.2. Propaganda Innovation2.1 AdvertisingIn 1982, Nike aired its first national television ads, created by newly formed ad agencyWieden+Kennedy(W+K), during the broadcast of theNew York Marathon. The Cannes Advertising Festival has named Nike its Advertiser of the Year in 1994 and 2003, making it the first company to receive that honor twice. Nike also has earned theEmmy Awardfor best commercial twice since the award was first created in the 1990s. The first was for The Morning After, a satirical look at what a runner might face on the morning of January 1, 2000 if every dire prediction about theY2K problemcame to fruition. The second was for a 2002 spot called Move, which featured a series of famous and everyday athletes in a variety of athletic pursuits.2.2 Beatles songNike was criticized for its use of theBeatlessong Revolution in a 1987 commercial against the wishes ofApple Records, the Beatles recording company. Nike paid US$250,000 toCapitol RecordsInc., which held the North American licensing rights to the recordings, for the right to use the Beatles rendition for a year.Apple sued Nike Inc., Capitol Records Inc.,EMI RecordsInc. and Wieden+Kennedy for $15million.Capitol-EMI countered by saying the lawsuit was groundless because Capitol had licensed the use of Revolution with the active support and encouragement ofYoko Ono Lennon, a shareholder and director of Apple.Nike discontinued airing ads featuring Revolution in March 1988. Yoko Ono later gave permission to Nike to useJohn Lennons Instant Karma in another advertisement.3. Technology InnovationNew Nike AIR TAIL WIND + MAX palm mattress by running shoes Willy sent on May 11, sports Shoes, such as Nike an updated a classic design of the air max1 1987, Nike sports Shoes design team and technical innovations dial-up catalog and aesthetic style of the original creation Nike air maxim Parra + 1.Nike adopted an AIR of Nike Shoes of the original design of the Nike shoes1 MAX and ran it through the contemporary filters, said Nike sports director, Jesse design Leyva MBT Shoes. They managed to solve with the Hatfield do the very same time technical problems, repair broken, copper and iron use today tomorrow technology and Nike sports and innovation.This is a design team focused on lightweight stability and buffer. Results from the original swing of weight loss, when AIR 66% in a motto in only 10.1 ounces. This dramatic weight loss can be attributed to a few main features: innovation for the 2008 Ace span mesh, lightweight materials of Nike Luna Racer to. - Fly wire technology; strongly reduce weight, when creating movement and feet and strong edge fold. A three-piece Pylon injected the midsole, optimizing Deployment of buffer and support. - Lightweight projected Swoosh trademark printing of type design Nike details - and Use.This new version of double Nike 2010 Piet 1 + Black/Sport red wave son to grams of Blue design of the AIR with classic Parra motto was made in Black leather shape and fly wire technology in the new black suede leather and fender liner inside black screen. In contrast with the red light, Color way great combination of eternal! Now in Nike AIR MAX shox Nike.In terms of innovation, Nike work hard in the brand innovation. Nike is insisting to believe that only advanced technology can produce the best products. So in order to develop new products, Nike invested a lot of manpower and material resources all the time. Air cushion technology create by Nike first brings a revolution to the field of sports. Shoes were made by this technology can prevent injury in strenuous exercise so that well protect the athletes ankle. Sports shoes with air cushion technology is very popularonce were soled. The ordinary consumer and professional athletes especially like them. After creating air cushion technology, Nike launched a new type shockproof technology which is called shox. Shoes were applied by this technology also were popular, sales rose steadily. Except to shoes, Nike Companys clothes are also full of innovative. For example, applying FIT technology to make High performance textiles which can help athletes to train and compete in any conditions. The idea of Nike is “giving the best to athletes”. So they have never stopped to develop technology.Nike FreeLaunched: 2005Innovative sole featuring sipping (Deep slices) that allow for a more natural movement that resembles bare feet.Nike Air Max2006Air platform that features Max Air a new design utilizing air throughout the midsoleNike Lunar2008Ultra-lightweight composite foam 30% reduced weight versus previous materialsNike Fly knit2012Revolutionary upper construction made from a single strand of yard (entire shoeweighs 5.6 oz)4. Marketing innovation4.1 PriceThepriceoftheproductisavitalpartofmarketing.Nikehaspromoteditsbrandtothetopoftherange.Correspondingtothecompanysituation,Niketakesthepriceleadershipstrategy.Comparingwiththeothercompetingproducts,mostofthecustomerswouldbewillingtopaysuchareasonablepriceonNikeTechFleece,notonlyforthebrand,butforitsquality.Andthecompetitivepricingstrategyisbeingfollowedbythecompany.4.2 PlaceThroughouttheworld,morethan100countriesaretargetedbyNike.ThemajorsellingstationsareinAmerica,AsiapacificandEurope.Besidescompanyownedstores,differentmallsalsosellNikesproducts.Andtherearemorethan20000retailersintheUnitedStatesandothercountries.SoitmakessuretheNikeTechFleecehaveeffectiveschannelsofdistribution.4.3 PromotionTheNikeTechFleeceispromotedinvariouschannels,suchasInternet,television,magazines,outdoorbillboardsandposters.ManyathleteshaveworkedforNikesproducts.ToexpendtheinfluenceofNikeTechFleece,Nikeinvited17championsliketennisplayerLiNa,basketballplayerKerryIrvingtoadvertiseit.4.4 TheCross-cultureMarketingAccording to TheCross-cultureMarketing, Nike try to figure out the consumers psychological characteristics in different countries .For example, French youth like flaunting themselves，so Nike company label the price on the shoes to satisfy their desire of indentify. What more, people who are above 25 years old in Netherlands prefer to wear white shoes while the people who are below 25 years old prefer to wear colorful shoes. Once a regional brand formed, the enterprises in this region would be benefited at most. By taking the economic advantages of cross-culture, the newly-formed brands of the enterprises in this region, in its earliest days, would enjoy a remarkable regional-brand color, and thereby, to be easier to be accepted by the ready market.4.5 Public relations marketingNike would like to put more emphasis on investing in the buying power of adolescent girls in the developing world via The Nike Foundation and using sport to help rebuild and strengthen communities devastated by natural disaster.4.6 OtherStrategies Nike also gives full priority to Integrating Sustainability Into Our Game Plan-Expanding access to sport, in order to break and prevent intergenerational cycles of inactivity and engaging consumers and employees directly to help create innovative solutions to social and environmental issues. Nikes innovation and Chinas marketThe above-mentioned factors are important to the success of NIKE. NIKE has invested a lot in the market, ads and innovation. However, Chinese market is not developed completely. The number of adolescents in China accounts for 1/4 of the population. As a result, China is a big and potential market for NIKE. So how to develop Chinese market deeply?First at all, YaoMing and Yi Jianlian are the famous basketball players who have great influence among the adolescents. It will be better for NIKE to invite them to shoot the ads to promote their newly products, such as shoes, clothing and other sports equipments. They can also hold the basketball games in China to promote their influences.Secondly, Chinese adolescents are the main co