市场营销-nike-案例.ppt

LOGO LOGO 耐克营销案例分析 市场营销第一小组： 杜荣杼、张庆、刘琳、刘艳菊、 张玉格、张燕妮、赵姝颖、赵轩维 Contents Summary the case 1 Answer the questions 2 Concluding 3 Summary the case 1 Nike’s heavy commitment to marketing and technical superiority of its products. 2 Nike’s problems with sales and child labour . For its competitors,Nike derived out of a deeply ingrained company culture. 3 In order to win globally,Nike’s Marketing must focus on customers. To its customers, Nike has to be beautiful as well as big. Answer the questions 1、What would you consider Nike’s ‘superb marketing skills’? Product.  Promotion. Brand Management.  superb marketing skills Technology: Nike’s initial success resulted from the technical superiority of its running and basketball shoes. Quality: building superior products. Product superb marketing skills Ads Brand Promotion Innovation Endorsements Events superb marketing skills NIKE ACG CONVERSE Brand Management Jumping man superb marketing skills Title Add Your Text Add Your Text Add Your Text Add Your Text Add Your Text Add Your Text Answer the questions High quality and superior value for their customers,leading to high levels of customer satisfation. promotion -could win market share, and profits will follow Brand Management -could make customers indentify its Brand better. Make profits 2、Why does Nike require these skills to compete in the marketplace? Answer the questions Nike’s principles 4P STP Brand Management 3、Show how marketing principles and practices will enable Nike to satisfy these needs, bearing in mind the company’s diverse range of product and geographic markets. LOGO LOGO