26/04/2024
HOW DID NIKE MOVE ADIDAS FROM THE TOP?
It's like a strange dream that turned into a reality to start from nothing and become the biggest, to start from zero to climb on top, to pass a skyscraper for years you see it and you don't dare to climb it, then you build a skyscrapper that surpasses it, it's the wonder story of Nike from $500 to a market value of $16 billion, yes it doubled Nike's annual revenue doubled over the past ten years to reach $ 47 billion in 2022 with a global brand worth about $ 30 billion, American Nike has become the most powerful globally in the shoe and sports equipment industry and by a large margin, Adidas, Germany, is in second place, with annual sales of up to 15 One billion dollars while the revenue of the brand new Under Armour hasn't exceeded the billion dollars yet
Stunning Nike owns more than 60% of the global sneaker market, 90% of the global basketball shoes market
Beaverton Oregon (Nike at its beginning) suffered a lot this company was founded by the University of Oregon basketball coach Bill Powerman with partnership with midfielder Phil Knight who later became known in 1964 as Blue Ribbon Athletic then changed the name to Nike associated with the Pirates Greek victory and the famous swoosh sign designed by a Portland university student
Coach Powerman was really creative he was busy with the topic of the best ways to increase the speed of athletes and he conducted many experiments on the most important factors that improve running speed from the study of different surfaces of treadmills passed by rehydration drinks it was his job The task is to provide the best running shoes for athletes, and while he was sitting on a Sunday morning, looking mindlessly at his waffle maker, Captain Baruman had a quick go to accomplish what began to pour liquid hot urethane (a flexible plastic material used after its formation) In the industry of sneakers heels) until it was formed and repeated experiment until it reached the famous shape of waffle-like sneakers, which became lighter and more flexible than the old types
After the end of his university education and his military service in the US Army, Phil Knight joined Stanford University to study a Master of Business Administration, and during entrepreneurship classes, he was asked to prepare a business plan or project, so he wrote a research paper titled How to annoy the sneaker manufacturer Adidas? And can Japanese sneakers do to German sneakers what Japanese cameras did to German cameras
At this time, Adidas Sneakers Company was the gold model of shoes that were expensive and difficult to get easily in the United States and after several attempts with Japanese sneaker manufacturers, Phil Knight was able to sign a distribution agreement for Tiger Sneakers in the United States after the first shipment arrived in the United States Phil Knight sent some shoes to his former coach Bill Powerman to help him market them, and the surprise was Bill Barman's response to his desire to become his partner and develop the shoes using his different ideas, including the Waffle model.
With 500 dollars each, they both paid and shaking hands, they started the company that will be stronger than Adidas after that
Based on a series of innovations, including Nike Air in 1979, Nike acquired 50% of the American market a year later, it began to approach the public with intense advertising campaigns, which led in 1984 to contract Michael Jordan, who was the greatest basketball player in history, with a contract worth several millions. From the dollars
Instead of spending the promotional budget in more ways than one way Nike has turned to an unorthodox strategy of spending the budget dedicated to promoting a specific sneaker on just one star, probably the greatest star of the game, and has sponsored many superstars, and its policy lasted into the nineties and after entering the millennium The new one is contracted to sponsor Marion Jones, Kobe Bryant in basketball, Tiger Woods in golf, Lance Armstrong in cycling, Wayne Rooney the famous British in football, and Michael Vick in American football
Nike has become one of the most expensive brands in the world. Her brand is decorated with the jerseys of the most famous international football teams including: Manchester United, FC Barcelona, Inter Milan, Juventus, Aston Villa, Celtic, Corinthian's, And Atletico Madrid
Over time, Nike has gained great experience in the making of heroes and has captured and nurtured heroes with touching stories such as cancer-survived cycling champion Lance Armstrong and double-beaded running champion Oscar Pistorios
Despite this strategy of competitive merit that made Nike to achieve many successes, it was not without risks. Some of the heroes that Nike sponsored have been accused of various fraud charges and even involved others in various crimes, which put them in a very embarrassing situation and threatened their brands by force. Some clients lost it and looking for an alternative
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الحكاية الأولى الجزء الثاني :اتكلمنا امبارح عن قصة تاتش مسحوق الغسيل وازاي قدر يعمل مبيعات كبيرة جدا في احد دول الخليج رغم وجود منافسين كبار زي اريال وبرسيل و تايد و علشان اقدر احقق نجاح سريع في وسط الوحوش رفضت استراتيجة تسعير الشركة التقليدية اللي هي التسعير على أساس التكلفة او Cost- based pricing واخترت استراتيجيتين تسعير متكاملتين الأول التسعير لاختراق السوق او market pe*******on Strategy وهي اني اقلل من السعر بدرجة ملحوظه عن المنافسين في بداية حملة انطلاق المنتج والاسترتيجية التانية هي استراتيجية التسعير النفسي Psychological pricing وهي بدل ما يبقي السعر 10 جنية او ريال يبقى 9.95 وده بيلفت انتباه العملاء ويجذبهم ويشجعهم على الشراء الإضافي وأما بالنسبة لتمكين المنتج في السوق ( لا احب كلمة التموضع الترجمة الحرفية ل Positioning فطبعا كان Price positioning واخترت اساسيا شريحة category killer shops الممثلة في محلات العشرة ريال و استغليت المساحات المستأجرة للشركة في الهايبر ماركتات الكبيرة إني أعمل strong merchandizing كان النجاح عظيم بفضل الله ولمدة اسبوعين وانتهت ال stocks بالكامل ومن هنا كانت المشكلة ان قدامك شهر كامل علشان المنتج ييجي من المصنع في دولة اخرى والمنتج لم يكون ذو اولوية عند الوكيل و خطة الشراء كانت عقيمة جدا فمن الممكن تعديلها فقط قبل الطلب مرة كل 3 شهور في هذه الفترة تحركت شركة بروكتر وجامبل و قامت بطرح منتج Bonux لاول مرة في السوق بسعر أقل من Touch على ما اذكر 9 ريال تقريبا وانتهي Touch للأبد ولكن من أين اتى Bonux الجواب ان الشركات الكبرى تعتمد على استراتيجية Self competition فمن خلال نجاح منتج أو اتنين لها تقوم بطرح عدة منتجات مشابهة باختلافات طفيفة لعدة اسباب منها السيطرة على مساحات العرض او shelf space dominance ومنها تجنب او Risk mitigation المخاطر كما كان في حالتنا و منها توسيع نطاق الشرائح المستهدفة من العملاء من خلال التوسع السوقي Acquisiting market expansion بالبحث وجدت انه ليس Bonux فقط ولكن تمتلك هذه الشركة بجانب اريال وتايد وبونكس مساحيق غسيل اخرى مثل Gain وCheer وز Daz و Dreft و Mif تذكرت هذه التجربة التسويقية الناجحة التي ماتت بسبب عدم التكافؤ في الامنافسة وأنا اتعجب كيف يقوم المسلمون بشراء منتجات اقل جودة بأسعار أعلى من المنتجات الأصلية بسبب المقاطعة العظيمة وكيف أنهم ضربوا استراتيجيات التسويق التقليدية والحديثة في مقتل بسبب الانتماء لأمة الجسد الواحد و تعجبت أكثر من الذين يصرون على شراء منتجات تدعم قتل أهالينا في غزة انتهت حكاية تاتش وكل يوم إن شاء الله حكاية جديدة من لمتابعة الجزء الأول من الحكاية على هذا الرابط https://www.facebook.com/share/p/g1tmaSLi9o5atDvs/?mibextid=Nif5oz
