International Marketing Study Program 2006
Nike - Amsterdam
16th January 2006
It was yet another early morning with a much anticipated visit to Nike Amsterdam. After an early breakfast and after everyone had gathered in the lobby we then walked through the dark extremely chilly morning air to the train station. Following Ian’s directions, which were given to him by Christy our Nike host, we managed to get on the correct train to Hilversum Sportspark station. We did miss our connecting train but luckily trains are frequent and we got on the next train. We disembarked at Hilversum Sportpark where we warmly met by Cristy Kilmartin and taken to Nike’s European headquarters.
There was a slight shock when we were told by Christy that there wasn’t a room available inside and we would need to have the presentation outside instead. Our imaginations ran wild as we pictured a group of very cold Monash students huddling together in front of the fountain with projector propped up against a tree trunk. There were sighs of relief when it was discovered that ‘outside’ simply meant one of the outside buildings.
After everyone settled in the room Kristy introduced himself briefly and informed us that he was in fact a former Monash student, and is now a brand manager for Nike’s running shoes.
The presentation which followed was excellent, Kristy went through the course map, outlining the market place realities and perceptions, and current issues Nike faces as they position their high quality running shoes in a competitive European market. Many of us, myself included, had the idea that Nike was an expert in producing basketball shoes however Christy clarified this and informed us about the wide range of Nike’s running shoes and the importance of this product range to Nike and their plans for the future of this range in Europe. Nike’s cushioning platforms have historically been leaders in utilizing technology and superior to other brand’s though this is changing and Nike will need to take on the competition more aggressively. Christy also emphasized the developing women’s market for running shoes and went on to discuss how to balance the male and female range of products which have different requirements and marketing approaches. Nike is refocusing and investing in these areas.
We were then given a glimpse of Nike’s consumers and segmentation strategies. These segments influence each other and it is important to understand their differences and varying needs. Christy discussed Nike’s current market share and strategy for targeting each segment. Christy then talked us through several of Nike’s strategies and current challenges in the marketplace. Finally we were talked through the research, design and development of a new running shoe, The Nike Asuleikit (as you like it). We were given fascinating insights into product development and Nike’s core business of producing a superior running shoe and producing running products which are at the forefront of runner requirements.
After a round of challenging questions and lively discussion where we received thought provoking responses from Christy, we thanked him for his hospitality and great presentation and commenced our rather cold walk in the winter sun to the train station. I can say that everyone really enjoyed the visit, Nike’s hospitality and especially the marketing knowledge we carried away with us that we hope will provide true benefits to us both in our studies and future endeavors.
Thanks Christy and Nuke!!
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