Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Nike -markedsføring Cathrine Tavs Andersen HH3F UCH Handels Gymnasium 19.12.2012 Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Abstract This study assignment is about the sports manufactory Nike and their marketing. The study investigates how Nike has become such a successful company, by looking at their competition, positioning, and brand- ing strategy. Beyond that, the paper analyse Nike’s newest advertising campaign “Find Your Greatness” and compare the commercial “Jogger” with 2 previous commercials. The purpose of this is to show how Nikes marketing has changed and therefor the assignment will estimate whether social trends affect Ni- kes marketing. Finally the study will estimate Nikes future position. This assignment is built on the subjects: Danish and Sales marketing. For answering the above mentioned questions the assignment uses a couple of analyse models. From Sales marketing: Among others Porters competition strategy and from the subject Danish: A TV-commercial- and communications-analyse. The assignment is made by using information from Nikes homepage and annual reports and a wide range of articles from among others The Guardian, CNN and DR. The conclusion of the assignment is that Nike by outscoring their production has archived a large compet- itive ability and by intensive marketing they have created a unique product, which differentiate itself from the competitors. By changing their marketing from using famous athletes to use a unknown overweight boy, they achieve a whole new way of reaching their target group. In addition it shows that Nike implants the social trends in their marketing, by acting on a social problem like obesity. Furthermore the assign- ment shows that Nike does not only sell sport products, but also sells an image and a lifestyle. Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Indholdsfortegnelse Indledning ................................................................................................................................................................. 4 Metodeovervejelse ................................................................................................................................................... 4 Nike Inc. ..................................................................................................................................................................... 5 Firma profil ............................................................................................................................................................ 5 Nikes historie ......................................................................................................................................................... 5 Mission & koncept ................................................................................................................................................. 6 Kritik af konceptet førte til CSR ......................................................................................................................... 7 Nikes markedsføring ............................................................................................................................................. 8 Analyse af Nike .......................................................................................................................................................... 9 Nikes konkurrencestrategi .................................................................................................................................... 9 Konkurrencen i branchen .................................................................................................................................. 9 Konkurrencestrategi ........................................................................................................................................ 10 Segmentering ...................................................................................................................................................... 11 Differentiering ..................................................................................................................................................... 12 Corporate branding ............................................................................................................................................. 12 Positionering ....................................................................................................................................................... 13 Analyse af reklamer ................................................................................................................................................. 13 Analyse af ”Find Your Greatness” ....................................................................................................................... 13 Analyse af ”jogger” fra ”Find Your Greatness”-kampagne .............................................................................. 14 Analyse af ”Nike Airport” .................................................................................................................................... 18 Analyse af ”Failure” ............................................................................................................................................. 19 Sammenligning af tidligere reklamer .................................................................................................................. 21 Vurdering af hvordan samfundsmæssige tendenser afspejler sig i Nikes reklamer ............................................... 22 Nikes fremtidige position ........................................................................................................................................ 23 Konklusion ............................................................................................................................................................... 24 Litteraturliste ........................................................................................................................................................... 25 Internetsider ....................................................................................................................................................... 25 Artikel .................................................................................................................................................................. 26 Bøger ................................................................................................................................................................... 26 Links til analyserede reklamer: ............................................................................................................................ 26 Bilag ......................................................................................................................................................................... 27 Bilag 1 -Positioneringskort for sportssko ............................................................................................................. 27 Bilag 2-”Find Your Greatness” ............................................................................................................................. 28 Bilag 3 -”Find Your Greatness” ............................................................................................................................ 29 Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Bilag 4 -talens tekst til ”Jogger” .......................................................................................................................... 29 Bilag 5-”Nike Airport” .......................................................................................................................................... 30 Bilag 6 -”Failure” ................................................................................................................................................. 31 Bilag 7 -Tales tekst til ”Failure” ........................................................................................................................... 32 Cathrine Tavs Andersen Nike UCH Handelsgymnasium HH3F Studie Retnings Projekt 19.12.2012 Indledning De fleste af os har på et eller andet tidspunkt haft vingesus logoet også kaldet ”the swoosh” et eller andet sted i tøjskabet eller på skohylden. Jeg er ikke et øjeblik i tvivl om, at du allerede er klar over, at det er sportsproducenten Nike jeg refererer til. Et velrenommeret sportsfirma, der siden 1960’erne har forsynet alverdens atleter og aktive forbruger med sportstøj, -sko og udstyr. I dag betegner Nike sig selv som ver- dens førende virksomhed inden for sportsartikler, hvilket de medrette kan kalde sig, da de samlet set har den største markedsandel på markedet for sportsprodukter og er firmaet bag en af verdens mest kendte markedsføringsslogans, ”just do it.” Men hvordan er det lykkedes de 2 løbeentusiaster Bowerman og Knight, der i sin tid etablerede Nike, at skabe det image, som virksomheden, her næsten 50 år senere, er så kendt for. Hvad gør at Nike, trods voldsom kritik af deres værdikæde i 80’erne, stadig er et succesfuldt brand? Hvordan differentiere de sig fra konkurrenterne og hvordan ser deres fremtidige position egentlig ud? Disse spørgsmål er noget af det jeg i følgende opgave vil undersøge.