FIELD STUDY REPORT

On

“Brand Positioning of Nike in Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Guided By: Submitted by:

Dr. Afeefa Fatima Ayush Raj
(Assistant Professor) Roll No. 1210671157
BBA 3rd Semester

Session 2022-2023
School of Management

Babu Banarasi Das University

Lucknow
 DECLARATION

I hereby declare that the field work entitled of “Brand Positioning of Nike in Lucknow City”

submitted to the BABU BANARASI DAS UNIVERSITY, Lucknow is a record of an original

work done by me under the guidance of Dr. Afeefa Fatima (Assistant Professor) (SOM

BBDU, Lucknow) and this field study report is submitted in the partial fulfillment of Bachelor

in Business Administration.

Ayush Raj
 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to form a

background. “Greatness lies in being grateful and not in being great.” This research

report is a result of contribution of distinct personalities whose guidance here made my

effort a producing one, as “no task is a single man’s effort”.

The experience which is gained by me during this project is essential for me at this turning

point of my career. I am thankful to my faculty guides Dr. Afeefa Fatima (Assistant

Professor) for kind support and supervision under whose kind & constant guidance I

had the opportunity to expand my horizons and view the various problems from different

prospective. I am also thanking him for sparing his valuable time to listen my problems

and difficulties faced by me during the completion of this project report.

Ayush Raj
 PREFACE

Research Report is an important part of the Management studies. It bears immense important in

the field of Business Management. It offers the student to explore the valuable treasure of

experience and an exposure to real work culture followed by the industries and thereby helping

the students to bridge gap between the theories explained in the book and their practical

implementations.

Research plays an important role in future building of an individual so that we can understand

the real world in which he has to work in future. The theories greatly enhance our knowledge and

provide opportunities to blend theoretical with the practical knowledge where researcher gets

familiar with certain aspect of research. I feel proud to get myself to do research at topic “Brand

Positioning of Nike in Lucknow City”.

 TABLE OF CONTENT

Declaration

Acknowledgement

Preface

1. Introduction to the Topic 1

2. Company Profile 5

3. Objectives of the study 7

4. Research Methodology 8

5. Data Analysis & Interpretation 10

6. Findings 21

7. Suggestion 22

8. Limitations of the study 23

9. Conclusion 24

Bibliography

Annexure
 INTRODUCTION

Brand positioning refers to “target consumer’s” reason to buy your brand in preference to

others. It is ensures that all brand activity has a common aim; is guided, directed and

delivered by the brand’s benefits/reasons to buy; and it focusses at all points of contact

with the consumer.

Brand positioning must make sure that:

Is it unique/distinctive vs. competitors ?

Is it significant and encouraging to the niche market ?

Is it appropriate to all major geographic markets and businesses ?

Is the proposition validated with unique, appropriate and original products ?

Is it sustainable - can it be delivered constantly across all points of contact with the

consumer ?

Is it helpful for organization to achieve its financial goals ?

Is it able to support and boost up the organization ?

In order to create a distinctive place in the market, a niche market has to be carefully

chosen and a differential advantage must be created in their mind. Brand positioning is a

medium through which an organization can portray it’s customers what it wants to

achieve for them and what it wants to mean to them. Brand positioning forms customer’s

views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a manner

that it occupies a distinctive place and value in the target customer’s mind. For instance-

Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which

can provide customized and one-stop solution for all their financial services needs. It has

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an unaided top of mind recall. It intends to stay with the proposition of “Think

Investments, Think Kotak”. The positioning you choose for your brand will be influenced

by the competitive stance you want to adopt.

Brand Positioning involves identifying and determining points of similarity and

difference to ascertain the right brand identity and to create a proper brand image. Brand

Positioning is the key of marketing strategy. A strong brand positioning directs marketing

strategy by explaining the brand details, the uniqueness of brand and it’s similarity with

the competitive brands, as well as the reasons for buying and using that specific brand.

Positioning is the base for developing and increasing the required knowledge and

perceptions of the customers. It is the single feature that sets your service apart from your

competitors. For instance- Kingfisher stands for youth and excitement. It represents brand

in full flight.

There are various positioning errors, such as-

Under positioning- This is a scenario in which the customer’s have a blurred and unclear

idea of the brand.

Over positioning- This is a scenario in which the customers have too limited a awareness

of the brand.

Confused positioning- This is a scenario in which the customers have a confused opinion

of the brand.

Double Positioning- This is a scenario in which customers do not accept the claims of a

brand.

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What is a BRAND?

Brand recognition and other reactions are created by the use of the product or service and

through the influence of advertising, design, and media commentary. A brand is a

symbolic embodiment of all the information connected to the product and serves to create

associations and expectations around it. A brand often includes a logo, fonts, color

schemes, symbols, and sound, which may be developed to represent implicit values,

ideas, and even personality.

Concepts

Marketers engaged in branding seek to develop or align the expectations behind the brand

experience, creating the impression that a brand associated with a product or service has

certain qualities or characteristics that make it special or unique. A brand image may be

developed by attributing a "personality" to or associating an "image" with a product or

service, whereby the personality or image is "branded" into the consciousness of

consumers. A brand is therefore one of the most valuable elements in an advertising

theme. The art of creating and maintaining a brand is called brand management. A brand

which is widely known in the marketplace acquires brand recognition. When brand

recognition builds up to a point where a brand enjoys a critical mass of positive sentiment

in the marketplace, it is said to have achieved brand franchise. One goal in brand

recognition is the identification of a brand without the name of the company present. For

example, Disney has been successful at branding with their particular script font

(originally created for Walt Disney's "signature" logo) which it used in the logo for

go.com. "DNA" refers to the unique attributes, essence, purpose, or profile of a brand

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and, therefore, a company. The term is borrowed from the biological DNA, the molecular

"blueprint" or genetic profile of an organism which determines its unique characteristics.

“Brands are like human beings. They are born, fed and nurtured, made strong and

responsible so that they can be faithful friends of the people (customers), form mutually

beneficial and satisfying relationships with them and become their companions for life.

Such brands, make their parents (organization or corporate) proud of them. The best

brands are the ones who help in forming and sustaining strong long term “parent-brand-

people” relationships. These brands form the potential for present growth and future

expansion. They help the organizations conquer peaks at the time of booms and stay

afloat and swim at times of depression.”

We come across a number of brands in our daily lives. Our morning starts with using a

toothpaste (Colgate, Pepsodent or Close-up), using a bathing soap (Lux, Fairglow or

Cinthol) and shampoo (Clinic All Clear or Vatika), wearing clothes ( Allen Solly, Levi’s

or Raymonds), breakfast bread (Britannia or Modern) and butter (Amul) or jam (Kissan),

lunch and dinner (Nature Fresh or Pillsbury flour and Safal vegetables), morning and

evening tea and coffee (Tetley, Nescafe or Bru), going out in a car (Hyundai Santro,

Honda Accord or Mercedes Benz).

Talking on the cell phone (Motorola, Nokia, Siemens or Samsung), watching television in

the evening (LG, Sony or Philips) or listening to music (Philips or Apple) etc. But how

often do we think of what all a company does to put a positive imprint (fight for a shelf

space) in the mind of the customer?

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 COMPANY PROFILE
NIKE, Inc. (NIKE), incorporated in 1968, is engaged in design, development and

marketing of footwear, apparel, equipment and accessory products. NIKE is a seller of

athletic footwear and athletic apparel in the world. The Company sells its products to

retail accounts, through NIKE-owned retail stores, and Internet sales, and through a mix

of independent distributors and licensees, in over 170 countries around the world. NIKE’s

athletic footwear products are designed primarily for specific athletic use. It also markets

footwear designed for baseball, cheerleading, football, golf, lacrosse, outdoor activities,

skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational

uses. The Company sells sports apparel and accessories, as well as athletic bags and

accessory items. It also markets apparel with licensed college and professional team, and

league logos.

The Company sells a line of performance equipment under the NIKE brand name,

including bags, socks, sport balls, eyewear, timepieces, electronic devices, bats, gloves,

protective equipment, golf clubs and other equipment designed for sports activities. It

also sells small amounts of various plastic products to other manufacturers through its

wholly owned subsidiary, NIKE IHM, Inc. In addition to the products it sells directly to

customers, it has entered into license agreements that permit unaffiliated parties to

manufacture and sell certain apparel, electronic devices and other equipment designed for

sports activities. Its wholly owned subsidiary, Cole Haan (Cole Haan) designs and

distributes dress and casual footwear, apparel and accessories for men and women under

the Cole Haan trademark.

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The Company’s wholly owned subsidiary, Converse Inc. (Converse) designs, distributes

and licenses athletic and casual footwear, apparel and accessories under the Converse,

Chuck Taylor, All Star, One Star, Star Chevron and Jack Purcell trademarks. The

Company's wholly owned subsidiary, Hurley International LLC (Hurley) designs and

distributes a line of action sports and youth lifestyle apparel and accessories under the

Hurley trademark. Its wholly owned subsidiary, Umbro Ltd. (Umbro) designs, distributes

and licenses athletic and casual footwear, apparel and equipment, primarily for the sport

of football (soccer), under the Umbro trademark.

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 OBJECTIVES OF STUDY

 To study the effect of brands on consumer buying behavior in relation to Nike

Products.

 To analyze the branding strategies adopted by some of the companies in the Nike

Products.

 To Study on Customer Satisfaction Towards Nike In Lucknow City

 To Study the Customer preference towards sports shoes

 To study on consumer buying behaviour towards Nike shoes

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 RESEARCH METHODOLOGY

RESEARCH DESIGN

A research design is the determination and statement of the general research approach or

strategy adopted for the particular project. It is the heart of the planning. If the design

adheres to the research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement

of condition and analysis of data in a manner to combine relevance to the research

purpose with economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and public to

draws the conclusions regarding the objective. For collecting the relevant information; a

questionnaire will be design. The questionnaire will design in such a manner to achieve

the objective of the research. The sample was approximately 50.

DESCRIPTIVE RESEARCH DESIGN:

Descriptive research is also called Statistical Research. The main goal of this type of

research is to describe the data and characteristics about what is being studied. The idea

behind this type of research is to study frequencies, averages, and other statistical

calculations. Although this research is highly accurate, it does not gather the causes

behind a situation. Descriptive research is mainly done when a researcher wants to gain a

better understanding of a topic for example, a frozen ready meals company learns that

there is a growing demand for fresh ready meals but doesn’t know much about the area of

fresh food and so has to carry out research in order to gain a better understanding. It is

quantitative and uses surveys and panels and also the use of probability sampling.

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Descriptive research is the exploration of the existing certain phenomena. The details of

the facts won’t be known. The existing phenomena’s facts are not known to the persons.

The Research Methodology here includes:-

 RESEARCH DESIGN : DESCRIPTIVE RESEARCH

 SAMPLING DESIGN : SIMPLE RANDOM SAMPLE

 SAMPLING UNIVERSE : LUCKNOW

 SAMPLE SIZE : 50

 DATA COLLECTION

INSTRUMENT : Questionnaire (Structured)

 DATA SOURCE : Primary & Secondary Sources

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 DATA ANALYSIS AND INTERPRETATION

Q. Do you prefer brand products?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 35 70%

2 NO 13 26%

3 NOT OFTEN 2 4%

80

70

60

50

40

30

20

10

0
yes no not often

Interpretation: .35 respondents responded that they prefer branded products, 13

respondents responded that they do not prefer using branded products and 2
respondents responded that they don’t often use the branded products.

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Q. Do you prefer wearing sports shoes?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 35 70%

2 NO 15 30%

80

70

60

50

40

30

20

10

0
yes no

Interpretation:.35 respondents responded that they prefer wearing sports shoes while 15
responded that they don’t prefer wearing sports shoes.

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Q. What brand do you prefer the most?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 ADIDAS 13 25%

2 NIKE 20 35%

3 REEBOK 7 15%

4 PUMA 10 20%

40

35

30

25

20

15

10

0
ADIDAS NIKE REEBOK PUMA

Interpretation:.13 respondents responded that they prefer the brand ‘ADIDAS’ and 22
persons responded that they prefer ‘NIKE’ brand while only 5 persons preferred
REEBOK and 10 persons chose ‘PUMA’ as there most favorable brand

Q. What factors influence you to go to a particular brand?

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 SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 QUALITY 23 45%

2 PRICE 17 35%

3 VARIETY 7 15%

4 DURABILITY 3 10%

45

40

35

30

25

20

15

10

0
QUALITY PRICE VARIETY DURABILITY

Interpretation:.23 respondents responded that quality is the main factor which influence
them to go for a particular brand,17 persons responded that price is the main factor which
influences there decision,7 persons responded variety influences them in a particular
brand while 3 persons said that durability in the brand’s products influences them.

Q. Are you satisfied with the quality of your preferred brand?

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 SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 33 65%

2 NO 10 20%

3 NO COMMENT 7 15%

70

60

50

40

30

20

10

0
yes no no comment

Interpretation:.33 respondents responded that they are satisfied with the quality of the
brand which they are using while 17 respondents responded that they are not satisfied
with the quality of the brand which they are using.

Q. Are you satisfied with the price range?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 27 55%

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2 NO 15 30%

3 NO COMMENTS 8 15%

60

50

40

30

20

10

0
yes no no comment

Interpretation:.27 respondents responded that they are satisfied with the price
range of their preferred brand, 15 respondents responded that they are not satisfied
with the price range of their preferred brand while 8 persons replied with no
comment answers.

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Q. How do you consider the importance of sports shoes?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 COMFORT 20 40%

2 PRICE 15 30%

3 DURABILITY 7 15%

4 USE IN SPORTS 5 10%

5 ANYOTHER 3 5%

45

40

35

30

25

20

15

10

0
comfort price durability use in sports any other

Interpretation:.20 respondents responded that they use sports shoes for comfort basis,15
respondents replied that they use them for their good price,7 respondents use sports shoes
for their durability while 5persons use sports shoes for their use in sports and 3 persons
for any other reasons.

Q. What kind of promotional tool do you prefer?

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SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 LUCKY COUPON 5 10%

2 FREE GIFT 8 15%

3 DISCOUNT 30 60%

4 ONE PLUS ONE 7 15

70

60

50

40

30

20

10

0
lucky coupon free gift discount one plus one

Interpretation:.5 respondents responded that they prefer lucky coupon technique for
promotion,8 persons responded that they prefer free gift technique as a promotional tool,
while majority of the respondents i.e. 30 seemed to favored the discount technique and
rest 7 responded with one plus one technique.

Q. Are you willing to buy preferred brand at lower rate but with
negotiable quality?

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 SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 20 40%

2 NO 30 60%

70

60

50

40

30

20

10

0
Yes No

Interpretation:.20 respondents were willing to buy the preferred brand at lower price
with negotiable quality while the other 30 were not willing to buy brand with negotiable
technology.

Q. Will you purchase another brand of same quality with lesser price?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

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1 YES 35 70%

2 NO 15 30%

80

70

60

50

40

30

20

10

0
yes no

Interpretation:.35 persons responded that they will purchase another brand of same
quality at a lesser price while other 15 were not willing to change their preferred brand.

Q. Is there any impact of advertisement on selection of brands?

SL.NO OPTIONS IN NUMBER IN PERCENTAGE

1 YES 28 55%

2 NO 12 45%

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 60

50

40

30

20

10

0
yes no

Interpretation:.28 respondents responded that advertisement has a impact on their

selection of brands while 22 respondents responded that advertisement does not have any
impact on their selection of brands.

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 FINDINGS

1 96% people prefer wearing sport shoes.

2 97% people are satisfied with are quality of Adidas, Nike.

3 95% people are satisfied with price range of Adidas, Nike.

4 98% people will purchase the Adidas, Nike shoes again even if price increases.

5 65% people give preference to comfort. 13% give preference to price. 12% give

preference to durability. Rest 10% gives preference to use in sport while considering

importance of sport shoes.

6 90% people do not switch over the brand.

7 60% people like the light weight of Nike, Adidas the most. 15% like comfort. 25%

like toe support.

8 55% people prefer Nike, Adidas shoes in range shoes of 1500-3500.

9 62% people purchase Nike, Adidas product only once a year.

10 80% people are satisfied with Nike, Adidas.

11 87% people think Nike, Adidas serves purpose of being a good brand.

12 97% people think Nike, Adidas should launch a new range which will serve the

purpose of service class.

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 SUGGESTIONS AND RECOMMENDATIONS

 Half of the population prefers buying Nike sportswear products.

 Nike is preferred over Adidas

 90% of the population is satisfied with the Nike products

 Durability and comfort are the main concern for buying shoes

 60% of total population visits the Nike showroom once in a month

 More than half of the population thinks that Nike should introduce new range of

shoes

 Reebok and puma are the least preferred brand of shoes and sportswear.

 Department’s stores are the prime sale and marketing sale channels for branded

shoes.

 IN addition store decor ions and product displays should be designed to create a

stronger first impression.

 Seasonal, promotions campaigns like special discounts and advertisements could

be employed.

 New line of collections should be introduced for festivals. The prices of branded

shoes must be reduced to increase sales.

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 LIMITATIONS

 Psychological Constraints:

Most of the persons who were questioned felt disturbed while responding during their

work hours; hence they made it a point to finish off answering the questionnaire as soon

as possible.

Constraints regarding confidential Issues:

Most of the interviewed persons were reluctant to give information.

 No wide coverage:

As the research was confined to only Lucknow

Time constraint- There was a time constraint in the study

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 CONCLUSION

 Nike is the preferred brand of shoes and other sports accessories among public

 Puma n Reebok are the least preferred brand of shoes and other sports accessories

amongst the public

 More than half of the population visits the Nike showroom once in a month

 90% of the population is satisfied with the Nike brand

 Durability and comfort are the main concern of public in relation to sport shoes

 Pricing strategy in India plays an important part in attracting consumers

 More than half of the population believes that Nike advertisements are

satisfactory

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 BIBLIOGRAPHY

Books/Magazines Referred

Berry L.L (1995) “Relationship marketing of services- growing interest, emerging

perspectives.

Homer.P.Kahle L.R.(1998) “ a structural equation test of the value-attitude – behavior-

hierarchy”.

Howard J (1989) consumer behavior in marketing strategy, Englewood Cliffs.

Kotler.P. (1997) marketing management, analysis, planning, implementation and Control.

Kotler (2000) marketing management, Millennium edition

Websites

www.researchandmarkets.com

www.google.com

www.nike.com

www.adidas.com

www.wikipedia.com

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 ANNEXURE

1. Do you prefer brand products?

 Yes

 No

2. Do you prefer wearing sports shoes?

 Yes

 No

3. What brand do you prefer the most?

 Reebok

 Nike

 Adidas

 puma

 Any other

4. What factors influence you to go to a particular brand?

Quality

Price

Durability

Variety

Any other

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5. Are you satisfied with the quality of your preferred brand?

Yes

No

No comments

6. Are you satisfied with the price range?

Yes

No

No comment

7. How do you consider the importance of sports shoes?

Comfort

Price

Durability

Use in sports

Any other

8. What kind of promotional tool do you prefer?

Lucky coupons

Discount

Free gift

Buy 1 get 1 free

Any other

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9.. Are you willing to buy preferred brand at lower rate but with negotiable quality?

Yes

No

10. Will you purchase another brand of same quality with lesser price?

Yes

No

11. Is there any impact of advertisement on selection of brands?

Yes

No

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