Professional Documents
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Marketing Presentation
Marketing Presentation
A MARKETING ANALYSIS
TOPICS FOR
DISCUSSION
Marketing Creating and Capturing
Value
Organizations Mission
Marketing Mission
Marketing Strategy / Plan NIKE &
NEW BALANCE
INTRODUCTION
Marketing -Critical To
Organizational Success
The
following
presentation
seeks
to
NEW BALANCE
Nikes Vision
For every team to be high-performing,
NEW BALANCE
New Balance employs the concept of
continuous improvement to increase the
effectiveness of each stage of
manufacturing.
BACKGROUND
INFORMATION
NIKE
Nike has become one of most recognizable
companies in the entire world
NEW BALANCE
New Balance Athletic Shoe, Inc. (NBAS),
best known as simply New Balance, is a
footwear manufacturer based in Boston,
Massachusetts. It was founded in 1906 as
the New Balance Arch Support Company.
NEW BALANCE
CUSTOMERS ARE?
Fitness Enthusiast, Outdoor Enthusiast,
Competitive Athlete,
DO YOU WANT TO
KNOW HOW NIKE AND
NEW BALANCE
ACHIEVED THIS
SUCCESS??
The Marketing
Plan
Framework
MARKETING STRATEGY
FRAMEWORK
Step 1: Business
mission &
objectives
Planning
Phase
Step 2: Situation
analysis
SWOT
Step 3: Identify opportunities
Segmentati
on
Targeting
Positioning
Implementation
Phase
Marketing
strategy
Step 4: Implement marketing mix
Product
Control
Phase
Price
Place
Promotio
n
Step 5: Evaluate
performance
using marketing metrics
SITUATIONAL ANALYSIS
SWOT
Strengths
The strengths that Nike takes pride in is
getting the top athletes to wear and
sponsor their products rather than events
or competitions as much.
Economies of Scale
Nike is the single largest producer of
athletic footwear and apparel, allowing them
large cost advantages over competition.
Endorsements
Nike has been known for their
endorsements of high profile athletes.
Examples included:
Michael Jordan
LeBron James
Kobe Bryant
Tiger Woods
Strength of Patents
One of Nikes most revolutionary technologies comes
through its footwear cushioning.
The cushioning systems in a shoe serve to distribute
pressure evenly among the foot, absorb shock, and
deliver comfort to the user.
Nike has patents on four cushioning technologies:
Nike
Nike
Nike
Nike
Air
Zoom
Air Max
Shox
Weakness
The market that Nike participates in is
very price sensitive. Most of Nikes
income comes from the selling of its
products to retailers.
Manufacturing Skills
Due to cheap labor in foreign countries,
Nike outsources virtually all production
to other areas of the world.
Opportunities
The technology is always changing in the
retail market, as well as the sporting market.
Technology in Products
Nike has historically had some of the most
cutting-edge products on the market.
Threats
The retail sector is becoming substantially
price competitive. Ultimately it means that
consumers are shopping around for a better
deal.
Competitors
Adidas is about to launch a new
innovative campaign praising the Team
Spirit in sports
IDENTIFYING OPPORTUNITIES
Nikes Target
To move its large and global organization
NIKES POSITIONING
Nike's products are viewed as higher quality and
NIKES POSITIONING
NIKES
MARKETING MIX
EVALUATE PERFORMANCE
USING BOSTON MATRIX
Environmental Efforts
Nike strives to minimize the environmental impact
of each product throughout its product life cycle
from design to manufacturing, post-consumer use
and ultimate disposal.
NEAT programs now recycle shoe manufacturing waste.
NEW
BALANCE
MARKET
SEGMENTATION
NEW BALANCE
New Balances
Marketing Mix
Non
athletic
Walking
shoes
Tennis
shoes
Appar
el
THE END