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10 Step: Marketing Plan For NIKE
10 Step: Marketing Plan For NIKE
10 Step: Marketing Plan For NIKE
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Nike PTM is active people who enjoy highquality sporting goods, especially footwear. Good association with no. 1 sports/ fashion brand Adidas, Fila, Reebok, Puma Other brands dont sell accessories such as sunglasses, jewelries and apparel The market size is $19.2 Billion.
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Sports apparel (Footwear) Based on the basis of premium segment as target customers Uses famous athletes as brand ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships) Distributed worldwide (Nike stores across the globe) Market Leader Nike is a global brand (enormous brand awareness)
Demographics (18-40 [largest are teens], M/F, social class AB, single/ married) Lifestyle (active teens, athletic/ sporty individuals, casual lifestyle with fashionable taste) Behavior (sneakers as fashion statement, fitness craze, multipurpose shoes, hip,)
Direct: Adidas, Fila, Puma, Reebok, New Balance, And One, Umbro Indirect: Non-athletic footwear brands, Crocs, K-swiss, Converse, Sketchers, Timberland Variables: Age, Price, lifestyle, specific use, desirability of product, brand
7-17yrs
18-27yrs
28-40 yrs
40yrs up
Nike Kids
Adidas
Puma
Nike
Puma Fila
New Balance
Reebok
New Balance
Fila
http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adidas.pdf
http://www.wikinvest.com/stock/Adidas_AG_(ADDYY)
5b. Based on Nike data, Nike share is 33% from total market size of $278.4 billion
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Nike sales is $18.6 billion Market share is 33% Total sports apparel market size is $278.4B as of 2007
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(http://www.marketingcharts.com/direct/global-sports-equipmentapparel-and-footwear-market-nearly-280b-5548/)
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Nikes is known for their footwear. It has designed a whole line up of footwear for almost every sport. Different types of shoes: running, basketball, soccer, cross training, football, tennis, golf 2.5c 6y for kids 5.5 11 inches for women 7 15 inches for men
Nike Trainers = $80 Nike Shox = $73 Nike Air Max = $78 Nike Air Jordan = $150 Lunarglide = $85 - $100
Nike as a brand commands high premiums and is often more expensive than products of its competitors.
Malls Retail stores Partnered stores Factory outlets Worldwide Online stores Shipping Cash and Credit transaction
Nikes main strategy rests on a favorable brand image. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion. It benefits from subcontracting their products to low cost manufacturers (cheap labor = high selling price) Consistent and timely shipment of goods Has an excellent, premium priced and excellent product distribution worldwide.
SUMMARY
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3. 4.
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Nike PTM is active people who enjoy highquality sporting goods, especially footwear. Good association with no. 1 sports/ fashion brand Adidas, Fila, Reebok, Puma Other brands dont sell accessories such as sunglasses, jewelries and apparel The market size is $19.2 Billion.
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Sports apparel (Footwear) Based on the basis of premium segment as target customers Uses famous athletes as brand ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships) Distributed worldwide (Nike stores across the globe) Market Leader Nike is a global brand (enormous brand awareness)
10 STEP
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