Mumbai, Nov 16: Nike Inc, the leading sports and fitness company and the owner of the $9 million brand Nike, has decided to put India on its corporate radar. From January 2000, it is expected to take full control of the brand marketing in India which would include introducing a new line of products specifically catering to the Indian consumer, an aggressive retail expansion programme and expansion of the apparel line.Nike came to India in mid 1997 and since then has been represented through its distributor partner Sierra Industries Private Limited. Says Singapore based Nike's general manager southeast Asia Satyen Patel: ``We will continue working with our distributors. The only difference is that we will be more actively involved in brand marketing."
Adds Patel: ``We expect the target market to increase at least by a factor of five.'' Here's how Nike will `Just do it':
Retail expansion: The company is looking at setting up a flagship store in each of the metros and Bangalore. It will increase its retail presence from existing 150 to 390 outlets by 2000 and hopes to make it 900 by 2003. Says Patel: ``We want to support these outlets with visual merchandising. Each of our stores should project our brand statement: `Just do it'.''
The company is also looking at starting franchisee stores for which it is discussing options with entrepreneurs. Says Patel: ``We plan to have a presence in 26 states of India.''
Going local: Nike will now increasingly manufacture its range in India, through contracts. ``At present, our ratio is 50:50 for local and global manufacturing. We want to make it 75:25,'' says Patel. At present the Nike range is priced between Rs 999 and Rs 7,999-which is expected to become cheaper with local manufacturing.
Sports association: Nike plans to take a strong position on cricket. Says Patel: ``If we are here, we cannot escape this game. So we are looking at players who are more than just fine athletes - athletes with a winning attitude.'' Nike will then introduce a line of products in collaboration with star athletes of India-in line with the global strategy Nike has followed with special lines like the Tiger Wood range and the Andre Agassi range.
For promotional purpose and as a result of global alignment, Nike has recently appointed Rediff as its new ad agency and Contract for media-replacing McCann. For the new line of products, Nike will be coming out with a series of ad campaigns for print, television and hoardings.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.