Project Report

Submitted to:Prof. Pankaj Upadhyay

Submitted By:Amardeep bhogal-04 Anisha Sanghi-06 Robin Manglani Robin Barua

About the Company

Type Industry Founded Founder Headquarters

- Public Company - Clothing and sports equipment - 1964(as Blue Ribbon Sports) - Bill Bowerman, Philip Knight - Washington County, Oregon, United States (Near Beaverton, Oregon)

Area served Key People

- Worldwide - Philip Knight (Chairman) Mark Parker (President and CEO)

Revenue Employees

- US$ 19.014 Billion - 34,400

NIKE, pronounced NI-KEY, is the winged goddess of victory according to Greek mythology. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding, and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Owning about 37% of the US athletic shoes market, Nike is in fairly good shape. Its popularity is due largely to the use of Nike shoes by famous athletes such as Michael Jordan. Its largest competitor is Reebok, which owns 20% of the market. Nike not only produces shoes, but it also produces athletic apparel and accesories. Since almost all of the famous athletes use their products, Nike does not have a hard time selling its products, although they are looking for a way to expand.

HISTORY
Nike was started in 1958 by Phil Knight, a track runner. His idea was to create a good American running shoe. Phil Knight and his coach designed a running shoe, and had a shoe manufacturer create it. Then called Blue Ribbon Sports, Knight changed the name to Nike after the Greek goddess of victory, and the swoosh logo was added. Blue Ribbon Sports hired Carolyn Davidson to design their classic "swoosh" logo in 1971 for $35, the first swoosh t-shirt apparel item is created at this time as well. The Nike swoosh embodies the spirit of the winged goddess who inspired the most courageous and chivalrous warriors at the dawn of civilization. Then, in 1972, four of the top seven olympic marathon runners were wearing Nike shoes, persuaded by Knight and Bowerman. In 1984, 58 Olympic Games athletes are seen wearing Nikes. Revenues soar to $919.8 million. 1986 Nike revenues surpass $1 billion for the first time. 1987 The Air Max shoe is introduced, which uses a much larger Air cushioning unit, and for the first time is visible at the side of the midsole. This was the first of

many generations of Air Max-branded technologies. A television ad featuring the Beatles' song "Revolution" was the first and only time that a song performed by the Beatles was used in a TV ad. 1988 Nike introduces its "Just Do It" slogan. 1989 Nike introduces a new type of footwear designed specifically for crosstraining, and features two-sport athlete Bo Jackson in a series of memorable ads called "Bo Knows." 1990 Nike opens the first Niketown store in downtown Portland, Ore., and the store quickly earns numerous retail design and business awards. Over the next 10 years, Nike will open 14 more Niketown stores across the USA and in England and Germany. 1993 Nike introduces an innovative sustainability program, Reuse-A-Shoe, which collects athletic shoes, separates and grinds them up into Nike Grind. which is used in the making of athletic courts, tracks and fields. 1994 Nike signs a long-term partnership with the Brazilian national football (soccer) team, launching a company-wide effort to become the world's leading football brand. 1996 Nike signs Eldrick "Tiger" Woods soon after the young golfing gives up his amateur status. Woods becomes the standard bearer for Nike Golf as that division gains market share. Nike causes controversy with advertising campaign at the Summer Olympics in Atlanta which features the slogan, "You Don't Win Silver; You Lose Gold." Nike's use of this slogan draws harsh criticism from many sources, including several former Olympic silver and bronze medalists. Nike opens Niketown New York, its signature 'flagship' store located in midtown Manhattan. 1998 Phil Knight formally commits Nike to strict standards for manufacturing facilities used by Nike, including: minimum age; air quality; mandatory education programs; expansion of microloan program; factory monitoring; and enhanced transparency of Nike's corporate responsibility practices. 1999 Bill Bowerman, co-founder of Nike, dies on Dec. 24 at age 88.

2000 Introduction of the Shox athletic shoe technology. 2003 Nike makes a successful bid to buy bankrupt rival Converse Shoes for $305 million. For the first time in the company's history, international sales exceed USA sales, as Nike continues to develop into a truly global company. Nike is named "Advertiser of the Year" by the Cannes Advertising Festival, the first company to earn that honor twice (also 1994) in the festival's 50-year history. Running was increasingly popular, and after the next design of the waffle running shoe, Nike increased profits considerably. Then, after running became less popular, Nike shifted its products to conform to the newest rage in fitness, and continued doing so. Then, when Nike created basketball shoes, they began to profit enormously. Using Michael Jordan to advertise, they quickly made it to the top with their Air Jordans. At the turn of the new millennium, Nike continues to grow. It buys subsidiaries including Cole-Haan, Umbro, and Hurley. Nike Air Jordans become extremely popular, and shoes become retroed, or reproduced, to meet growing demands of Air Jordans.

Present Scenario
http://www.slideshare.net/hemanthcrpatna/a-report-on-consumer-behaviour-in-nike http://www.scribd.com/doc/46590569/Nike-Project-Report http://www.slideshare.net/divya-mishra/nike-competitive-advantages