Minor Project Report – I

On
PROJECT REPORT ON COMPARATIVE ANALYSIS OF SPORTS FOOTWEARD
BRANDS WITH SPECIAL REFERNCE TO NIKE

Submitted in Partial Fulfillment for the Award of the

Degree of BBA 2021-2024

Under the Guidance of: Dr. Bharti Chaudhary Submitted By: Karan Sharma
Designation - University Enrollment No. - 11514701721

Maharaja Agrasen Institute of Management Studies

(A unit of Maharaja Agrasen Technical Education Society)
Affiliated to GGSIP University; Recognized u/s 2(f) of UGC
Recognized by Bar Council of India; ISO 9001 : 2015 Certified Institution
Maharaja Agrasen Chowk, Sector 22, Rohini, Delhi-110086
 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the minor project title “COMPARATIVE ANALYSIS OF SPORTS FOOTWEARD
BRANDS WITH SPECIAL REFERNCE TO NIKE” is an academic work done by “Karan Sharma”
submitted in the partial fulfillment of the requirement for the award of the degree of BBA at Maharaja Agrasen
Institute of Management Studies, Delhi, under my guidance & direction.

To the best of my knowledge and belief the data & information presented by him/her in the project has not
been submitted earlier.

Signature :

Name of the Guide : Dr. Bharti Chaudhary

Designation :
Place: Delhi
Date: 05-06-2022

STUDENT DECLARATION

This is to certify that I have completed the Minor Project report titled “ COMPARATIVE ANALYSIS OF
SPORTS FOOTWEARD BRANDS WITH SPECIAL REFERNCE TO NIKE” under the guidance of “
Dr. Bharti Chaudhary ” in partial fulfillment of the requirement for the award of Degree of BBA at
Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not
submitted it earlier elsewhere.

Candidate’s signature
Name: Karan Sharma
University Enrollment No.:
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the development
of this work and who influenced my thinking, behaviour and acts during the course of study.
I express my sincere gratitude to......................................................................the worthy Director

of Maharaja Agrasen Institute Of Management Studies, for providing me an opportunity to undergo

summer training of doing this project under his leadership.
I also extend my sincere indebtedness to Dr. Bharti Chaudhary who provided her valuable suggestion
and precious time in accomplishing my project.

I also take the opportunity to express my sincere gratitude to each and every person, who directly or
indirectly helped me throughout the project and without anyone of them this project would not have been
possible.

The immense learning from this project would be indelible forever.

Karan Sharma
 INDEX

S.No. TOPIC Pg.

No.

1. Chapter 1:
1. Introduction
2. Objective of the study
3. The Marketing Concept
4. Research Methodology
5. Limitations of the study

2. Chapter 2. Organization Profile

3. Chapter 3. Data Analysis & Interpretation

4. Chapter 4. Conclusion &

Recommendations

5. Bibliography
 CHAPTER-I

 Introduction

 Objective of study

 Review of Literature

 Research Methodology

 Limitations of the Study

 INTRODUCTION

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage. Marketing
strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and
reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly,
marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to
be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by
industry, and by nation, however, time horizons are becoming shorter as the speed of change in the
environment increases.

Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.
Marketing strategy involves careful scanning of the internal and external environments, which are
summarized in a SWOT analysis.

Internal environmental factors include the marketing mix, plus performance analysis and strategic
constraints. External environmental factors include customer analysis, competitor analysis, target
market analysis, as well as evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success.

A key component of marketing strategy is often to keep marketing in line with a company's
overarching mission.
 OBJECTIVE OF THE RESEARCH

The basic objective of this project is to perform a thorough market analysis of Nike along with a
detailed analysis of its marketing strategies with special reference to indoor. The analysis incorporates –
market segmentation, company analysis, competitor analysis, market analysis, corporate strategies and
our recommendations.
The aim of this project is to conduct a market study on a thriving Footwear Brand, going deep into its
formation, history and growth; then to analyze the reason that make it so popular.

THE MARKETING CONCEPT

The 'Marketing Concept' proposes that in order to satisfy the organizational objectives, an organization
should anticipate the needs and wants of consumers and satisfy these more effectively than
competitors. Marketing and Marketing Concepts are directly related. Given the centrality of customer
needs and wants in marketing, a rich understanding of these concepts is essential:

• Needs: Something necessary for people to live a healthy, stable and safe life. When needs remain
unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and
physical, such as the need for food, water and shelter; or subjective and psychological, such as the
need to belong to a family or social group and the need for self-esteem.
• Wants: Something that is desired, wished for or aspired to. Wants are not essential for basic
survival and are often shaped by culture or peer-groups.
• Demands: When needs and wants are backed by the ability to pay, they have the potential to
become economic demands.

Marketing research, conducted for the purpose of new product development or product improvement,
is often concerned with identifying the consumer's un- met needs.

Customer needs are central to market segmentation which is concerned with dividing markets into
distinct groups of buyers on the basis of "distinct needs, characteristics, or behaviors who might require
separate products or marketing mixes." Needs-based segmentation (also known as benefit segmentation)
"places the customers' desires at the forefront of how a company designs and markets products or
services." Although needs-based segmentation is difficult to do in practice, has been proved to be one of
the most effective ways to segment a market. In addition, a great deal of advertising and promotion is
designed to show how a given product's benefits meet the customer's needs, wants or expectations in a
unique way
 THE MARKETING MIX

Marketing is a continually evolving discipline and as such can be one that companies find themselves
left very much behind the competition if they stand still for too long. One example of this evolution has
been the fundamental changes to the basic Marketing mix. Where once there were 4 P’s to explain the
mix, nowadays it is more commonly accepted that a more developed 7 P’s adds a much needed additional
layer of depth to the Marketing Mix with some theorists going even further.

Marketing Mix is a tool used by businesses and Marketers to help determine a product or brands
offering. The 4 P’s have been associated with the Marketing Mix since their creation by E. Jerome Mc
Carthy in 1960.

4 P’s of Marketing Mix

• Product - The Product should fit the task consumers want it for, it should work and it should be what
the consumers are expecting to get.
• Place – The product should be available from where your target consumer finds it easiest to shop.
This may be High Street, Mail Order or the more current option via e-commerce or an online shop.
• Price – The Product should always be seen as representing good value for money. This does not
necessarily mean it should be the cheapest available; one of the main principles of the marketing
concept is that customers are usually happy to pay a little more for something that works really well
for them.
• Promotion – Advertising, PR, Sales Promotion, Personal Selling and, in more recent times, Social
Media are all key communication tools for an organization. These tools should be used to put across
the organization’s message to the correct audiences in the manner they would most like to hear,
whether it be informative or appealing to their emotions.
In the late 70’s it was widely acknowledged by Marketers that the Marketing Mix should be
updated. This led to the creation of the Extended Marketing Mix in 1981 by Booms & Bitner
which added 3 new elements to the 4’ps Principle. This now allowed the extended Marketing Mix to
include products that are services and not just physical things.
THE EXTENDED 7P’S

 People- All companies are reliant on the people who run them from front line Sales
Staff to the Managing Directors. Having the right peoples is essential because they are
as much as a part of your business offering as the products/ services you are offering.
 Process-The delivery of your service is usually done with the customer present so how
the service is delivered is once again part of what the customer is paying for.
 Physical evidence- Almost all services include some physical elements even if the bulk
of what the customer is paying for is intangible. For example, an insurance company
would provide their customer some form of printed material. Even if the material is not
physically printed (in case of PDF’s ) they are still receiving a “physical product” by
this definition.

Though in place since the 1980’s the 7p’s are still widely taught due to their
fundamental logic being sound in the marketing environment and marketer’s abilities to adapt
the Marketing Mix to include changes in communication such as social media, updates in the
places which you can sell a product/ services or customer’s expectations in a constantly changing
commercial environment.
 RESEARCH METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or suggested

solutions; collecting, organizing and evaluating data; making deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating Hypothesis. In short, the search for Knowledge through Objective and
Systematic method of finding solutions to a problem is Research

SOURCES OF DATA

 Primary sources:- The primary data was collected through questionnaire

method of data collection by the researcher.
 Secondary sources:- The secondary sources were used only for collecting information
regarding the sample, they were however not used for analysis.

LIMITATIONS OF THE RESEARCH

The limitations of the research were as follows:

1) Lack of proper experience on the part of the researcher in conducting such studies in the past.
2) The time period for carrying out the research was short as a result of which many facts have
been left unexplored.
3) The area for study which is quite a large area to judge out the consumer preferences
4) Only 100 respondents have been chosen which is a small number to represent the whole of the
population.
5) While collection of the data many consumers were unwilling to fill the questionnaire.
6) Many of the respondents did not fill the questionnaire completely because of which the sample size
got reduced to 80.
7) Method of sampling is chosen which seems not to be appropriate.
CHAPTER-II
“ORGANISATION

PROFILE”

 Introduction

 History

 Corporate Overview

 Global Operations

 Marketing Mix

 SWOT Analysis
 INTRODUCTION OF

“NIKE”

Nike, Inc. is an American Multinational Corporation that is engaged in the design, development,
manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and
services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is
the world's largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment,
with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it
employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion,
making it the most valuable brand among sports businesses. As of 2017, the Nike brand is valued at
$29.6 billion.

The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil
Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the
Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike
Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike
Skateboarding, and subsidiaries including Brand Jordan, Hurley
International and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) from 1995
and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and
equipment, the company operates retail stores under the Nike town name. Nike sponsors many high-
profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do
It" and the Swoosh logo.
HISTORY OF NIKE

Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon track
athlete Phil Knight and his coach Bill Bowerman in January 1964. The company initially operated as a
distributor for Japanese shoe
maker Onitsuka Tiger (now ASICS), making most sales at track meets out of Knight's
automobile.

According to Otis Davis, a student athlete whom Bowerman coached at the University of Oregon, who
later went on to win two gold medals at the 1960 Summer Olympics, Bowerman made the first pair of
Nike shoes for him, contradicting a claim that they were made for Phil Knight. Says Davis, “I told Tom
Brokaw that I was the first. I don't care what all the billionaires say. Bill Bowerman made the first pair
of shoes for me. People don't believe me. In fact, I didn't like the way they felt on my feet. There was
no support and they were too tight. But I saw Bowerman make them from the waffle iron, and they
were mine”.

In 1964, in its first year in business, BRS sold 1,300 pairs of Japanese running shoes grossing $8,000.
By 1965 the fledgling company had acquired a full-time employee, and sales had reached $20,000. In
1966, BRS opened its first retail store, located at 3107 Pico Boulevard in Santa Monica, California
next to a beauty salon, so its employees no longer needed to sell inventory from the back of their cars.
In 1967, due to rapidly increasing sales, BRS expanded retail and distribution operations on the East
Coast, in Wellesley, Massachusetts.

By 1971, the relationship between BRS and Onitsuka Tiger was nearing an end.
BRS prepared to launch its own line of footwear, which would bear
the Swoosh newly designed by Carolyn Davidson .The Swoosh was first used by Nike on June 18,
1971, and was registered with the U.S. Patent and Trademark Office on January 22, 1974.

In 1976, the company hired John Brown and Partners, based in Seattle, as its first advertising agency.
The following year, the agency created the first "brand ad" for Nike, called "There is no finish line", in
which no Nike product was shown. By 1980, Nike had attained a 50% market share in the U.S. athletic
shoe market, and the company went public in December of that year.

Together, Nike and Wieden-Kennedy have created many print and television advertisements, and
Wieden-Kennedy remains Nike's primary ad agency. It was
agency co-founder Dan Wieden who coined the now-famous slogan "Just Do It" for a 1988 Nike ad
campaign, which was chosen by Advertising Age as one of the top five ad slogans of the 20th century
and enshrined in the Smithsonian Institution. Walt Stack was featured in Nike's first "Just Do It"
advertisement, which debuted on July 1, 1988. Wieden credits the inspiration for the slogan to "Let's do
it", the last words spoken by Gary Gilmore before he was executed.]

Throughout the 1980s, Nike expanded its product line to encompass many sports and regions
throughout the world. In 1990, Nike moved into its eight-building World Headquarters campus in
Beaverton, Oregon. The first Nike retail store, dubbed Nike town, opened in downtown Portland in
November of that year.

Phil Knight announced in mid-2015 that he would to step down as chairman of Nike in 2016. He
officially stepped down from all duties with the company on June 30, 2016.

In a company public announcement on March 15, 2018, Parker said Trevor Edwards, a top Nike
executive who was seen as a potential successor to the chief executive, was relinquishing his position as
Nike’s brand president and would retire in August.
 ENVIRONMENTAL RECORD

According to the New England-based environmental organization Clean Air-Cool Planet, Nike ranked
among the top three companies (out of 56) in a survey of climate-friendly companies in 2007. [97] Nike
has also been praised for its Nike Grind program (which closes the product lifecycle) by groups like
Climate Counts.[98] One campaign that Nike began for Earth Day 2008 was a commercial that featured
basketball star Steve Nash wearing Nike's Trash Talk Shoe, which had been constructed in February
2008 from pieces of leather and synthetic leather waste from factory floors. The Trash Talk Shoe also
featured a sole composed of ground-up rubber from a shoe recycling program. Nike claims this is the
first performance basketball shoe that has been created from manufacturing waste, but it only produced
5,000 pairs for sale.[99]

Another project Nike has begun is called Nike's Reuse-A-Shoe program. This program, started in
1993, is Nike's longest-running program that benefits both the environment and the community by
collecting old athletic shoes of any type in order to process and recycle them. The material that is
produced is then used to help create sports surfaces such as basketball courts, running tracks, and
playgrounds.[100]

A project through the University of North Carolina at Chapel Hill found workers were
exposed to toxic isocyanates and other chemicals in footwear factories in Thailand. In addition to
inhalation, dermal exposure was the biggest problem found. This could result in allergic reactions
including asthmatic reactions.
 SPONSORSHIP

Nike pays top athletes in many sports to use their products and promote and Advertise their
technology and design.
Nike's first professional athlete endorser was Romanian tennis player Ilie
Năstase. The first track endorser was distance runner Steve Prefontaine. Prefontaine was the prized
pupil of the company's co-founder, Bill Bowerman, while he coached at the University of Oregon.
Today, the Steve Prefontaine Building is named in his honor at Nike's corporate headquarters.

Nike has also sponsored many other successful track and field athletes over the years, such as Carl
Lewis, Jackie Joyner-Kersee and Sebastian Coe. The signing of basketball player Michael Jordan in
1984, with his subsequent promotion of Nike over the course of his career, with Spike Lee as Mars
Blackmon, proved to be one of the biggest boosts to Nike's publicity and sales.

Nike has been the official kit sponsor for the Indian cricket team since 2005.

Nike is a major sponsor of the athletic programs at Penn State University and named its first child care
facility after Joe Paterno when it opened in 1990 at the company's headquarters. Nike originally
announced it would not remove Paterno's name from the building in the wake of the Penn State sex
abuse scandal. After the Freeh Report was released on July 12, 2012, Nike CEO Mark Parker
announced the name Joe Paterno would be removed immediately from the child development center. A
new name has yet to be announced.[116][117]

Nike also sponsored association football players such

as Ronaldinho, Ronaldo, Cristiano Ronaldo, Didier Drogba, Neymar, Zlatan
Ibrahimović, Thierry Henry, Wayne Rooney, Francesco Totti, Andrés Iniesta and Landon
Donovan among others.[118]

In 2012, Nike carried a commercial partnership with the Asian Football Confederation.[119]

In January 2013, Nike signed Rory McIlroy, the then No 1 golfer in the world to a 10-year sponsorship
deal worth $250 million. The deal includes using Nike's range of golf clubs, a move Nick Faldo
previously described as "dangerous" for McIlroy's game.[120]
On February 21, 2013, Nike announced it suspended its contract with South African athlete
Oscar Pistorius, due to his being charged with premeditated murder.[121]

In August 2014, Nike announced that they will not renew their kit supply deal with Manchester United
after the 2014–15 season, citing rising costs.[122] Since the start of the 2015–16 season, Adidas has
manufactured Manchester United's kit as part of a world-record 10-year deal worth a minimum of £750
million.[123]

Nike is currently sponsoring a group of long-distance runners in an attempt to run a sub-two hour full
26.2 mile marathon. The current world record is 2:02:57.
Nike is putting together a team of “designers, scientists, coaches, and
statisticians” with the goal of having one or more runners break the record by 3
percent in the spring of 2017.[124]

In December 2017, Philippe Coutinho's image was used on the back of Barcelona's jersey despite the
fact Coutinho was a Liverpool player at the time.

CONTROVERCY

Nike has contracted with more than 700 shops around the world and has offices located in 45 countries
outside the United States.[78] Most of the factories are located in Asia, including Indonesia, China,
Taiwan, India,[79] Thailand, Vietnam, Pakistan, Philippines, and Malaysia. [80]Nike is hesitant to disclose
information about the contract companies it works with. However, due to harsh criticism from some
organizations like CorpWatch, Nike has disclosed information about its contract factories in its
Corporate Governance Report.

Sweatshops

Nike has been criticized for contracting with factories (known as Nike sweatshops) in countries such as
China, Vietnam, Indonesia and Mexico. Vietnam Labor Watch, an activist group, has documented that
factories contracted by Nike have violated minimum wage and overtime laws in Vietnam as late as
1996, although Nike claims that this practice has been stopped. [81] The company has been subject to
much critical coverage of the often poor working conditions
and exploitation of cheap overseas labor employed in the free trade zones where
their goods are typically manufactured. Sources for this criticism include Naomi Klein's book No
Logo and Michael Moore documentaries.

Campaigns have been taken up by many colleges and universities, especially anti- globalization groups,
as well as several anti-sweatshop groups such as the United Students Against Sweatshops.[82]

As of July 2011, Nike stated that two-thirds of its factories producing Converse products still do not
meet the company's standards for worker treatment. A July 2011 Associated Press article stated that
employees at the company's plants
in Indonesia reported constant abuse from supervisors.[83]

Child labor allegations

During the 1990s, Nike faced criticism for the use of child
labor in Cambodia and Pakistan in factories it contracted to manufacture soccer balls. Although Nike
took action to curb or at least reduce the practice, they continue to contract their production to
companies that operate in areas where inadequate regulation and monitoring make it hard to ensure
that child labor is not being used.[84]

In 2001, a BBC documentary uncovered occurrences of child labor and poor working conditions in a
Cambodian factory used by Nike.[85] The documentary focused on six girls, who all worked seven days a
week, often 16 hours a day.

Strike in China factory

In April 2014, one of the biggest strikes in mainland China took place at the Yue Yuen Industrial
Holdings Dongguan shoe factory, producing amongst others for Nike. Yue Yuen did underpay an
employee by 250 Yuan (40.82 US Dollars) per month. The average salary at Yuen is 3000 Yuan per
month. The factory employs 70,000 people. This practice was in place for nearly 20 years.[86][87][88]

Justin Gatlin sponsorship

In March 2015, Nike drew criticism after announcing a new sponsorship deal with American sprinter
Justin Gatlin who had served two bans for doping. Nike had previously dropped Gatlin after his second
failed drug test and resulting long term ban. Critics said that Nike was sending out a bad message by
endorsing an athlete who has never been repentant for his actions and still causes widespread discontent
within the sport. English sprinter Marlon Devonish described the deal as "a kick in the teeth to the 99%
of guys who are clean.
On 5 November 2017, the Paradise Papers, a set of confidential electronic documents relating to
offshore investment, revealed that Nike is among the corporations that used offshore companies
to avoid taxes.[93][94][95]

Appleby documents detail how Nike boosted its after-tax profits by, among other maneuvers,
transferring ownership of its Swoosh trademark to a Bermudan subsidiary, Nike International Ltd. This
transfer allowed the subsidiary to charge royalties to its European headquarters in Hilversum,
Netherlands, effectively converting taxable company profits to an account payable in tax-
free Bermuda.[96] Although the subsidiary was effectively run by executives at Nike's main offices in
Beaverton, Oregon—to the point where a duplicate of the Bermudan company's seal was needed—for
tax purposes the subsidiary was treated as Bermuda. Its profits were not declared in Europe and came to
light only because of a mostly unrelated case in US Tax Court, where papers filed by Nike briefly
mention royalties in 2010, 2011 and 2012 totaling $3.86
billion.[96] Under an arrangement with Dutch authorities, the tax break was to expire in 2014, so another
reorganization transferred the intellectual property from the Bermudan company to a Dutch
commanditaire vennootschap or limited partnership, Nike Innovate CV. Dutch law treats income earned
by a CV as if it had been earned by the principals, who owe no tax in the Netherlands if they do not
reside there.

PRODUCTS

Nike produces a wide range of sports equipment. Their first products were track running shoes. They
currently also make shoes, jerseys, shorts, cleats, base layers, etc. for a wide range of sports, including
track and field, baseball, ice hockey, tennis, association football (soccer), lacrosse, basketball,
and cricket. Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. Additional product
lines were introduced later, such as Air Huarache, which debuted in 1992. The most recent additions to
their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. Nike has
recently introduced cricket shoes called Air Zoom Yorker, designed to be 30% lighter than their
competitors'.[39] In 2008, Nike introduced the Air Jordan XX3, a high- performance basketball shoe
designed with the environment in mind.
Nike sells an assortment of products, including shoes and apparel for sports activities like
association football,[40] basketball, running, combat sports,
tennis, American football, athletics, golf, and cross training for men, women, and children. Nike also
sells shoes for outdoor activities such as tennis,
golf, skateboarding, association football, baseball, American football, cycling, volleyball, wrestling,
cheerleading, aquatic activities, auto racing, and other athletic and recreational uses. Nike recently
teamed up with Apple Inc. to produce the Nike+ product that monitors a runner's performance via a
radio device in the shoe that links to the iPod nano. While the product generates useful statistics, it
has been criticized by researchers who were able to identify users' RFID devices from 60 feet (18 m)
away using small, concealable intelligence motes in a wireless sensor network.[41][42]

In 2004, Nike launched the SPARQ Training Program/Division.[43] Some of Nike's newest shoes
contain Fly wire and Linarite Foam to reduce weight. [44] The Air Zoom Vomero running shoe,
introduced in 2006 and currently in its 11th generation, featured a combination of groundbreaking
innovations including a full-length air cushioned sole, [45] an external heel counter, a crash pad in the
heel for shock absorption, and Fit Frame technology for a stable fit.
CREATING A HEALTHIER WORLDWIDE IMAGE

Nike has been around for almost five decades and is going strong; no other company in the space
matches its popularity and growth. On the investor relations page, it in fact defines itself as, “Nike, Inc.
is a growth company,” which is a strong message about its attitude and intention. If Nike is able to live
by it and continue with the momentum, its investors will surely be pleased. The company currently has
a market capitalization of $78 billion.

Nike is a sound stock based on its steady stock performance, impressive growth in earnings per share,
revenue and net income, strong balance sheet and management approach. But there is no risk-free stock,
not even Nike. Slowdown in China, currency movement and growing competition could dent the
growth numbers. Although the positives should outweigh the negatives, the stock currently looks a bit
expensive, trading around its 52-week high. There is potential in the company to justify those levels,
but it would be wise to let it take a breather before you pick this sporting stock.
WORLDWIDE STATICAL DATA OF RETAIL STORE OF NIKE :
 COMPETITORS OF NIKE

Top 5 competitors of Nike:-

1. Adidas: - Adidas is one of the topmost Nike Competitors. One of the key advantages of Adidas
is that it operates via both – the Adidas brand and also has a strong subsidiary in Reebok. The
combination of both gives a strong valuation to Adidas as a top competitor of Nike. Not only
does Adidas compete with Nike on the basis of footwear, it also competes on the basis of
clothing and accessories.

2. Reebok: - Reebok is a subsidiary company of Adidas which operates independently. Reebok is

known for its excellent design for sports footwear. Some of the really cool shoes from Reebok
were the Reebok Reezig, Reebok Pump and others. Reebok is known mainly to sponsor kits of
various Football, cricket or other events. Reebok is considered the 2nd biggest Nike competitor
across the world

3. Puma: - Puma is the third Nike competitor which is known for its running shoes as well as
apparels and Clothing. Interestingly, the founder of Adidas and the founder of Puma were
brothers. However, they had falling out long back in 1948, which gave rise to two major
footwear brands – Adidas and Puma. It is quite clear that Adidas is far ahead then Puma. But
globally, Puma is still one of the strongest Nike competitors. It lacks for an equal level of sports
sponsorships which Adidas and Nike have. But it is evident from the revenue generated by Puma
that the brand is loved by many.

4. Fila: - Fila is also one of the largest manufacturing companies of Sports footwear and is one of
the top competitors of Nike. However, Fila is not as premium as Nike and its products are
known be cheaper than the top three brands. It is more into penetrative pricing and promotes
products which are good in quality at lower prices. It is known more for its cost advantage
then its design or differentiation advantage. Fila originated from Italy but in 2007, it was taken
over by Fila Korea, resulting in the complete Fila group operating from South Korea.
5. Under amour: - Under amour has a fantastic brand valuation because of its fantastic sales in the
US market. Under amour is the official uniforms provider for American football, Basketball as
well as American Soccer. Besides this, it has a wide product portfolio comprising or Athletic
shoes, Apparels like T-shirts, hoodies, pants and even protective gear for sports. It has presence
in more than 50 countries across the globe and is known to have a premium brand image. Under
amour is also known for its product placements across many television serials and movies.
 TOP THREE REASONS WHY NIKE IS SO POPULAR:-

Nike is a brand that speaks for itself and is recognizable for its innovative products that the swoosh logo
says it all. Nike was originally named after the Greek goddess who was symbolized for victory. Since
then, the brand has overwhelmingly taken the sporting goods industry by storm and is leading from the
front. Similar to Coca-Cola, the key element in the success for Nike is being customer-centric.

Reason 1:

A little overview of the brand is that associates itself with athletes and sportsmen that not only have a
tremendous fan following but hold prestige as well. Examples include Michael Jordan, Tiger Woods,
LeBron James, Cristiano Ronaldo, Roger Federer and many more. What Nike promises its customers is
much more than just athletic merchandise, they offer the same esteem of wearing the gear that is used by
their favorite sportsman and this serves as the key attribute towards building a strong association
between the brand and its customers.

Reason2: Let’s go back to the mid 1970’s when Bill Bowerman, one of the co-founders of Nike, made a
jogging shoe out of a waffle-maker. He invented a waffle-treaded running shoe, after an experiment that
destroyed the waffle- maker but made a shoe that was one-of-its-kind. The shoe not
only came with an innovative design but provided people a great grip while jogging. What’s more
interesting is that Nike promoted the practice of running instead of the shoe itself which technically led
to a boom in sales.

Bowerman issued a 3 page pamphlet highlighting the key benefits of the shoes and how well you can
run in them. Furthermore, what really caught the public’s eye was the idea of running that he promoted,
as to how beneficial and healthy a habit it is. Yes, you just connected the dots! The main reason why the
waffle-treaded shoes were a hit is that it was targeted towards the customers. Bowerman understood that
the customers care more about themselves than the product or even the brand. Highlighting the benefits
of the product than its features is the key to build trust. That being said, if you are able to reach the
touch points of your customers, your product is going to sell itself.

Reason 3:

Coming back to today’s digital era, Nike has once again proven to be pro-active in their marketing strategy
and is present on the channels where their audience is present. What we have seen with the dawn of
digital media is that there are a few brands that have been washed away with its advent, while some
have taken it as the opportunity to come even closer to their customers.
 CORPORATE OVERVIEW

BUSINESS MODEL:-

Customer Segment:-

Nike has a mass market business model, with no significant differentiation between customers. The
company targets its offerings at any consumer who is interested in athletic footwear and apparel.

Value Proposition:-

Nike offers four primary value propositions: accessibility, innovation, customization, and
brand/status.

The company creates accessibility by offering a wide variety of options. It has acquired numerous
footwear and apparel firms since its founding, including Converse and Hurley International. These
actions have enabled it to expand its product lines, giving consumers more to choose from.

The company places a strong emphasis on innovation. It maintains the Nike Explore Team Sport
Research Lab at its headquarters, a research facility focused on designing cutting-edge products. It
also operates the Nike Advanced Product Creation Center, focused on technology incorporation.

The company enables customization through its service NikeID. It allows customers to personalize
various aspects of their shoes, including sport style, traction, and colors. Socks can also be tailored.

The company has established a strong brand as a result of its success. It is the top seller of athletic
footwear and apparel globally. It has partnered with several of
the world’s leading athletes to promote its products, including Michael Jordan, Cristiano Ronaldo, and
Tiger Woods. Lastly, the company has won many honors, including recognition as the “World’s Most
Innovative Company“ by Fast Company (2013) and the “Most Admired Company in America“ for apparel
three years in a row.
Channels:-

Nike’s main channel is physical retail stores, including its Nike-branded stores. It also acquires customers
through its website and a combination of independent distributors and licensees worldwide. The
company promotes its offering through its social media pages, online/print/TV advertising, brand
events, and sponsorships of athletes and professional/college sports teams.

Customer Relationship:-

Nike’s customer relationship is primarily of a self-service nature. Customers use its products while
having limited interaction with employees. The company’s website provides answers to frequently
asked questions. That said, there is a personal assistance component in the form of phone, e-mail, and
live chat support.

Key partners:-

Nike utilizes independent contractors for manufacturing purposes. The items are produced in 146
footwear factories located primarily in Vietnam, China, and India, as well as 408 apparel factories
located mostly in China, Vietnam, Sri Lanka, Thailand, Indonesia, Malaysia, and Cambodia.

The company’s aforementioned Nike Explore Team Sport Research Lab maintains research partnerships
with several leading universities and institutions in North America, Europe, and Asia. The alliances
provide it with access to top athletes as well as cutting-edge science findings.

Key resources:-

Nike’s main resources are its physical and human resources. Its Nike Explore Team Sport Research Lab,
which creates innovations, has state-of-the-art research equipment. It also features over 40
researchers, many of whom have earned Master’s degrees and doctorates in various disciplines
including biomedical engineering, biomechanics, kinesiology, mechanical engineering,
physics, physiology, and systems science. The company maintains advisory boards and research
committees consisting of athletes, trainers, coaches, orthopedists, podiatrists, equipment managers,
and other experts who provide guidance in the product design and development process. Nike has
five distribution centers in Memphis, TN as well as centers in California. Lastly, it places a high
priority on its intellectual property, maintaining the third-largest design patent portfolio in the U.S.

Cost Structure:-

Nike has a value-driven structure, aiming to provide a premium proposition through frequent
enhancements to its products. Its biggest cost driver is cost of sales, a variable expense that primarily
includes inventory and warehousing costs. Other major drivers are in the areas of overhead,
sales/marketing, and administration, all fixed costs.

Revenue Streams:-

Nike has one revenue stream: sales of its athletic footwear, apparel, equipment, and accessories.

Headquarter:- Nike's world headquarters are surrounded by the city of Beaverton but are within
unincorporated Washington County. The city attempted to forcibly annex Nike's headquarters, which
led to a lawsuit by Nike, and lobbying by the company that ultimately ended in Oregon Senate Bill 887
of 2005. Under that bill's terms, Beaverton is specifically barred from forcibly annexing the land that
Nike and Columbia Sportswear occupy in Washington County for 35 years, while Electro Scientific
Industries and Tektronix receive the same protection for 30 years. Nike is planning to build a 3.2
million square foot expansion to its World Headquarters in Beaverton. The design will target LEED
Platinum certification and will be highlighted by natural daylight, and a gray water treatment center.
 MARKETING MIX AT NIKE

Nike is a well known maker of sports shoes and gear. Known for its athletic and stylish products, the
brand has acquired global fame. Now it sells over the internet through its online store in several
countries. Most important feature of Nike is its designs and quality. While its products are designed
for athletic use they are equally good in terms of style and quality. Not just sporty, but its
products are trendy and fashionable too. After being founded in 1964, the brand was renamed Nike in
1973. Its ‘Just Do it Slogan’ and the ‘Swoosh’ logo are known all over the world. Nike offers a large
product range and its brand name and popularity have kept rising with time. Its main competitors are
Adidas,
Reebok, Under Armour and Puma. Here is its marketing mix that analyses the four P’s including
Product, Price, place and promotional mix of the brand.

Product:

Nike offers a vast range of products that include sports shoes, gear and accessories. It makes products
for men, women, boys and girls. First of all it offers a large variety of shoes. There are different
varieties and styles suited for use in different sports. For example there are sports shoes for basketball,
football, running, gym and even lifestyle shoes available from Nike. It also offers sportswear like tech
fleece and wind runner for athletes, shorts, t-shirts and pants.

Some of the main categories of products for men by Nike are as follows:

 Shoes
 Compression and Nike Pro
 Tops and T-shirts
 Hoodies and Pullovers
 Jackets and vests
 Pants and tights
 Shorts
 Surf and swimwear
 Socks
 Accessories and equipment
Place:

Nike products are made available to the customers through both online and
offline channels. These products are available at the brand’s retail outlets and its distribution centers
operating globally. It sales its products to the wholesalers both in US and international markets. Its
Direct to customer channels include both inline and factory retail outlets as well as online sales through
its website.
Nike’s global distribution system is also divided into global brand divisions.

Price:

One of the key differentiators for Nike is its ability to charge higher prices than its competitors.
However, this ability is based on the premium quality of its products. Its products are good looking,
elegantly crafted, suited for sports use and rough in make. The premium quality of its products enables it
to charge premium prices for them. However, its popularity and brand image plus the customer loyalty it
enjoys are also important factors that support its premium pricing. So, Nike does not set prices
according to the market condition or the investment but according to the estimated value of the prices.

Promotion:

Nike’s logo and slogan differentiate it from others and give the brand a distinct identity in the crowd of
the brands. It gives the brand a uniqueness. Apart from that the brand utilizes a mix of other strategies
for the promotion of its products and brand. Nike is a well known company and it gains a lot of
publicity from the news resources. The brand promotes itself through a mix of traditional and modern
promotional strategies. It advertises its products through online and offline channels. Apart from that
sponsorships of sports events and use of sports personalities for the promotion of Nike is also well
known.
SWOT ANALYSIS

Strengths

 The biggest strength of Nike is that it is an extremely competitive

organization with its approach of “Just Do It” slogan for its brand epitomizing its attitude
towards business. The company was founded on the principle that it would make shoes for
anyone who could walk or run and this has been the guiding philosophy behind Nike.
Coupled with its
iconic “Swoosh” logo and its equally catchy tagline, Nike’s strength is that it has emerged as a
“Can Do” company.
 Strength of the company is that it has outsourced all aspects of its production to overseas
facilities and thereby, does not have any manufacturing outlet of its own. This has helped the
company focus on higher value adding activities like design and research and development and
at the same time, it has saved the high labor costs that are part of the traditional manufacturing
sector.
 Apart from this, the other big strength of Nike is that it is a globally recognized brand that has
top of the mind recall among consumers and the youth in particular. Further, the Nike brand is
synonymous with quality
 and resilience as well as endurance and fitness, which makes it the brand of choice for athletes
and anyone who wishes to run.
 Finally, Nike stands to benefit from the current disarray among its competitors because of
the fragmentation of the market wherein Nike with its USP or Unique Selling Proposition
can standalone among them.

Weaknesses

 Nike is almost exclusively driven by its footwear business and therefore,

the footwear market contributes to a lion’s share of its revenues making it dependent on this
segment for its survival. In these recessionary times, it is not a good business practice to be
overly dependent on one segment and hence, Nike ought to diversify horizontally as well as
vertically and include apparel and other accessories.
 Though we have mentioned the fact that it has outsourced its manufacturing aspects completely
as strength, the negative publicity that Nike got because of labor unfriendly conditions in its
overseas outlets has badly dented its brand image. Indeed, the name “Sweatshops” is used to
mockingly describe the abhorrent conditions in its overseas manufacturing facilities.
 The company does its business through retailers who stock other brands as well. This means that
the assiduously cultivated exclusivity is sometimes sacrificed because it has not yet spread its
wings to include exclusive retailer outlets as part of its business strategy.
 Nike is perceived by some consumers as being too premium and a luxury brand. While this is
necessarily not a bad thing, the current market scenario is such that consumers are migrating
to the middle tier of the luxury scale as they are becoming price conscious and quality
focused.

Opportunities

 The biggest opportunity for Nike is from the emerging markets of China and India where the
Billion Plus new consumers are now aspiring to western lifestyles which means that they would
be more receptive to brands like Nike. As the company is associated with premium branding and
segmentation, it can be said that capturing the “emerging market newly affluent consumers’
prize” could well be a game changer for the company.
  In recent years, Nike has begun to diversify into accessories and other premium products
apart its signature footwear segment. This is a step in the right direction and something,
which would stand the company in good stead as it attempts to look for revenues beyond its
traditional offerings.
 The emphasis on design of higher end footwear seems to be paying off for Nike that is
increasingly being seen as a must have product for anyone who walks or runs and as the
company was founded on the principle that it would serve anyone with legs, this strategy seems
to have hit the right notes.
 Nike has the unique advantage of offering value for money and this can be leveraged to the hilt
as the company begins to make inroads into the newer consumer segments, which want quality
at an affordable price.

Threats

 The fact that the company has a global supply chain means that it is subject to the vicissitudes
of international trade practices including labor strikes in its overseas locations, currency
fluctuations that decrease its margins, as well as lack of control over the geopolitical events
happening around the world which have the potential to disrupt its global supply chain.
 Nike must improve on its image wherein it is being seen as resorting to exploitative business
practices in its overseas outlets. Already, it had to pay a heavy price (monetarily as well as
metaphorically) because the emerging generation of consumers are socially and
environmentally conscious which means that they would not like to buy a product that is the
result of dubious business practices.
 The ongoing recession has taken a heavy toll on Nike with consumers becoming more price
conscious and retailers demanding higher margins. The combination of retailing in third party
outlets and competing brands cutting prices has made the going tough for Nike.
 Finally, Nike has to ensure that it does not dilute its focus like some of its competitors who
are now in the doldrums.
COMPANY’S FINANCIAL
POSITION
 NIKE, Inc. Return on Invested Capital*
FiscalYears 2016-2020

2016 2017 2018 2019 2020

NIKE, Inc. Stock Performance vs. S&P SOO*

Fiscal Years 2O16—2O20

NKE
 CHAPTER-III

“DATA ANALYSIS & INTERPRETATION”

Question- Is nike your favorite shoes or sport wear brand?Yes/No.

Yes/No

28%
Yes
No

72%

OPTIONS – YES/NO

FINDINGS – 72% OF THE RESPONDENTS HAVE NIKE AS THEIR FAVOURITE SHOE/SPORT

FOOTWEAR BRAND WHEREAS 28% OF THE RESPONDENTS DO NOT.
 Question- What makes Nike better than its competitors? Quality of product/Prices/Goodwill.

Quality of product/Prices/Goodwill

11%

Quality
25% Prices
Goodwill
64%

OPTIONS - QUALITY/PRICES/GOODWILL

 64% OF THE RESPONDENTS CHOSE QUALITY

 25% OF THE RESPONDENTS CHOSE PRICES
 11% OF THE RESPONDENTS CHOSE GOODWILL
Question- Do you like the services provided to the customers? Yes/No/Maybe yes/Maybe No.

Services

9%
10%
Yes
No
Maybe Yes
23% 58%
Maybe No

OPTIONS – YES/NO/MAYBE YES/ MAYBE NO

 58% OF THE RESPONDENTS LIKED THE SERVICES PROVIDED TO THE

CUSTOMERS

 23% OF THE RESPONDENTS DID NOT LIKE THE SERVICES PROVIDED TO THE
CUSTOMERS

 10% OF THE RESPONDENTS RESPONDED WITH MAYBE YES

 9% OF THE RESPONDENTS RESPONDED WITH MAYBE NO

 Question- Do you like the Design of the Shoes?
Yes/No/Excellent/Poor.

Design

9%
10%
Excellent
Yes
Poor
23% 58%
No

OPTIONS – EXCELLENT/YES/NO/POOR

 58% OF THE RESPONDENTS FOUND THE QUALITY OF THE SHOES TO BE EXCELLENT

 23% OF THE RESPONDENTS LIKED THE QUALITY OF THE SHOES

 10% OF THE RESPONDENTS FOUND THE QUALITY OF THE SHOES TO BE POOR

 9% OF THE RESPONDENTS DID NOT LIKE THE QUALITY OF THE SHOES

Question- Do you think Nike has sufficient variety for its customers? Yes/No

Variety

18%

yes
no

82%

OPTIONS – YES/NO

 82% OF THE RESPONDENTS FOUND THAT NIKE HAS SUFFICIENT

VARIETY FOR ITS CUSTOMERS

 18% OF THE RESPONDENTS FOUND THAT NIKE DOES NOT HAVE

SUFFICIENT VARIETY FOR ITS CUSTOMERS
 Question- Do You think price effect the demand of the commodity? Yes/No/Ofcourse yes/
Maybe yes or no.

Effect on Demand due to Price:

6%

yes
43% no
34%
ofcourse yes
maybe yes or no

17%

OPTIONS – YES/NO/OF COURSE YES/ MAYBE YES OR NO

 43% OF THE RESPONDENTS AGREED THAT PRICES EFFECTS THE DEMAND OF THE COMMODITY
 34% OF THE RESPONDENTS STRONGLY AGREED THAT PRICES EFFECTS THE DEMAND OF
THE COMMODITY
 17% OF THE RESPONDENTS DID NOT AGREE THAT PRICES EFFECTS THE DEMAND OF
THE COMMODITY
 6% OF THE RESPONDENTS WERE UNSURE ABOUT IF PRICES EFFECTS THE DEMAND OF
THE COMMODITY
Question - Do you like the Nike’s “Swoosh logo”?
Yes/No

Logo Design

26%

yes
no

74%

OPTIONS – YES/NO

 74% OF THE RESPONDENTS LIKED NIKE’S SWOOSH LOGO

 26% OF THE RESPONDENTS LIKED NIKE’S SWOOSH LOGO
RECOMMENDATION

My first recommendation is directed at Nike's push into digital sports. In my opinion the new
accelerometer based Nike+ technology is the birth of a whole new generation of Nike products and an
amazing innovation to motivate people to include sports into their everyday life.
Nike has attained a leading role in almost every one of the upcoming worldwide sporting events, such as
the 2012 Olympics, the 2012 Soccer Euro Cup, the NFL Super bowl, the 2014 Soccer World Cup and
the 2016 Summer Olympics in Rio de Janeiro. Therefore the time is now for Nike to embed their
customers and the fans of these major sporting events in the experience through their new technology.

Looking at Nike's current flagship products and their presentations (NFL jerseys, Nike Fly Knit, Nike+
Technology it is obvious that the company is trying to move in the same direction as one company who
mastered this strategy – Apple. Furthermore I think that publicly announcing these new product
presentations and staging them in an interactive and fancy way as well as making them available for live
streaming around the world on Nike's website or Facebook would quickly educate the potential customer
and create the same kind of demand like Apple is enjoying for their iPhone, iPad and Mac product lines.

Right now Nike is working on the development of a self lacing shoe as seen in the movie “Back to the
Future 2” worn by the character “Marty McFly”. The company has acquired 65 patents in the process
of
constructing the shoe. The release of the shoe is rumored to take place in 2015, the year in which the
movie takes place. Personally I see three potential outcomes of this move by Nike. First of all, this
technology is applicable to the athletic footwear products as well and could revolutionize the fit of
athletic shoes, giving Nike a further advantage over its competitors by owning a product that is very
hard to emulate. Secondly it boosts the brands aura and identity significantly, which leads me to my next
point of Nike maybe moving into the fashion industry with this cult object. However Nike has not yet
confirmed any of these strategies.
CONCLUSION

Nike was started over 50 years ago by Bill Bowerman and his protégé Phil Knight. Bowerman coached
track at the University of Oregon and Knight was one of his student runners. Bowerman wanted a
lighter shoe to help out the individual and team competitors. Knight wanted a job in sports he could run
from his car. He saw a future and wanted to dominate the sportswear industry by innovative mass
marketing and cheap help. And sometimes he even tried to create good products.

While in graduate school at Stanford, Knight wrote papers and schemed about how he and his faster
lighter shoes could outsell Adidas and its all encompassing hold on the sports world. The answer came
to him on a business trip to Asia. He traveled to Japan and found a brand of shoes he thought might
kick off a new sports trend. They were called Onitsuka Tigers who made sort of a knockoff Adidas.
Seems the cheap Eastern labor would really pay off for Knight. So he bought a bunch under the made-
up name Blue Ribbon Sports, saying his “company” wanted to be their U.S. distributor.

Knight brought them back to the States in 1963 and hocked them out of the trunk of his car. Suddenly
Blue Ribbon Sports was actually a real business. He sold them all and ordered more with Bowerman
and their new salesman, Jeff Johnson. The shoes became a hit with the sporting crowd and the name
was changed to Nike. Keeping on the goddess theme, the new gods of sneakers decided they wanted a
logo that would look good on a shoe and would represent Nike’s wing. They thought long and hard
about it and made the serious investment of $35 to a woman named Caroline Davidson. She designed
the swoosh and was forever scarred when Nike topped over $270 million with her design by the late
1970s and her 35 bucks was long gone.

With the 80s came Jane Fonda, the 20 minute workout and the heyday of Bruce Jenner, short shorts
and Richard Simmons. Nike was just in time to run along
with the fitness craze sweeping the country. Knight decided that the best way to push the brand was to
have it worn, used, and lauded by athletes. At the time it was risky, now it’s the surest bet in sports. It
definitely didn’t hurt that at the time Bowerman was an Olympic coach whose team members were
more than happy to try the aerodynamic kicks. With medals and records came publicity for the
sneakers and Nike. Starting with Steve Prefontaine and John McEnroe, Nike was used by successful
and high profile athletes.'

In 1988 Nike changed the face of branding and sportswear commercials. “Just do it” was trademarked and
became one of the most iconic sayings in advertising. “Just do it” is now featured in the Smithsonian
and was named one of the top 5 sayings of the 20th century. In the 1990s everyone wanted to be like
Mike, and the decade-long partnership between Michael Jordan and Nike made every kid with a pair of
black high tops think he could make it to the NBA. As long as they didn’t follow Jordan to Major League
Baseball, everyone was happy, especially the Nike founders who made well over $20 billion.

Nike has long surpassed the Adidas sales that helped motivate Phil Knight’s efforts in the 1960s. Nike
bought Converse and the rights to the legendary Chuck Taylor sneakers. Nike combined high-end
luxury shoes with their waffle air bottoms in the unexpected acquisition of Cole Haan. And to complete
the sports domination, Nike bought surfing and skating brand Hurley and British soccer apparel brand
Umbro.

There have been lows for the company in the public eye. But they’ve followed the theme that “any
publicity is good publicity,” and none of the scandals
displaced Nike as the world’s most popular brand of sneakers. There

were allegations of racism by Jesse Jackson, killings of young teens for their sportswear in the early
90s, and the very obvious exploitation of cheap Asian labor that helped Blue Ribbon and Nike be born.
Nothing moved Nike out of the top spot and Phil Knight even rose in the midst of all of the accusations
and was labeled one of the most influential men in sports – a first for an individual not directly tied to a
sport as an athlete, coach or owner.
BIBLIOGRAPHY

Book/Magazines Referred:

 Berry L.L (1995), “Relationship Marketing of Services-Growing Interest, Emerging Perspectives”, Journal
of the Academy of Marketing Science.

 Homer, P., Kahle, L.R., (1988), “A structural equation test of the value-attitudebehavior hierarchy”, Journal
of Personality and Social Psychology, 54, 638-46.

 Howard J. (1989), Consumer Behaviour in Marketing Strategy, Englewood Cliffs, NJ, Prentice Hall.

 Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall,
Englewood Cliffs, NJ.

 Kotler, P. (2000), Marketing Management, Millennium Edition, Prentice Hall of India Pvt. Ltd., New
Delhi.

 Berry L.L (1995), “Relationship Marketing of Services-Growing Interest, Emerging Perspectives”, Journal
of the Academy of Marketing Science.

 Homer, P., Kahle, L.R., (1988), “A structural equation test of the value-attitudebehaviour hierarchy”,
Journal of Personality and Social Psychology, 54, 638-46.

 Howard J. (1989), Consumer Behaviour in Marketing Strategy, Englewood Cliffs, NJ, Prentice Hall.

 Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation and Control, Prentice-Hall,
Englewood Cliffs, NJ.
 Questionnaire

Question 1- Is nike your favorite shoes or sport wear brand?

a) Yes
b) No.

Question 2- What makes Nike better than its competitors?

a) Quality of product

b) Prices

c) Goodwill.

Question 3- Do you like the services provided to the customers?

a) Yes
b) No
c) Maybe yes
d) Maybe No.

Question 4- Do you like the Design of the Shoes?

a) Yes

b) No

c) Excellent
 d) Poor.

Question 5- Do you think Nike has sufficient variety for its customers?

a) Yes

b) No

Question 6- Do You think price effect the demand of the commodity?

a) Yes

b) No

c) Of course yes

d) Maybe yes or no.

Question 7- Do you like the Nike’s “Swoosh logo”?

a) Yes
b) No