MarkeLlng ManagemenL lndusLry resenLaLlon

Academ|c Group 24
8havna Sahal (C11111)
raveen Srlnlvasan (C11140)
SanLosh Caurav (C11133)
SwaLl Sachdeva (C11169)
umar Ameen (C11172)
valbhav !aln (C11173)
Sl1uA1lCnAL AnAL?SlS
uS manufacLurer of aLhleLlc shoes apparel equlpmenL
CperaLes ln over 170 counLrles Lhrough mlx of lndependenL
dlsLrlbuLors llcensees
CCMAN
CUS1CMLkS
CCML1I1CkS
CCLLA8CkA1CkS
CCN1Lk1
W noL llmlLed Lo aLhleLes
W locus on hlgh lncome cusLomers
W laces lnLense compeLlLlon from players such as
uma Adldas eLc
W Plgh compeLlLlon ls a slgnlflcanL rlsk facLor
W ulsLrlbuLors reLallers across Lhe globe
W ManufacLurlng unlLs engaged conLracLually mosLly ouLslde
Lhe uS
W roflLs could suffer lf economlc slowdown conLlnues
W Pas Lo maneuver around varlous legallLles assoclaLed wlLh
producLlon ln offshore locaLlons
S1kLNG1nS
8rand recognlLlon
SLrong 8u and lnnovaLlon
SLrong dlsLrlbuLlon channel
roducL quallLy
CCk1UNI1ILS
xpanslon lnLo emerglng
markeLs
AssoclaLlon wlLh sporLlng
evenLs such as L Clymplcs
eLc
roducL dlverslflcaLlon
JLAkNLSSLS
uependence on ouLsourclng
Plgher prlces compared Lo
compeLlLors
1nkLA1S
llerce compeLlLlon from global as
well as local brands
oLenLlal legal hassles from
accusaLlons of labor explolLaLlon
ConLlnued economlc slowdown
SJC1 ANALSIS
8lC
1argeLs prem|um segment
CaplLallzes on sLrong rand |mage
1argeLs cusLomers llkely Lo develop
product |nt|macy care more abouL
uLlllLy quallLy of producL
nables nlke Lo seL
pr|ces re|at|ve|y h|gher
Lhan compeLlLors
Plgher prlce polnLs also
push up perce|ved va|ue
of producL
8CuuC1 8ACkC8Cunu
nlk 8CuuC1S C8A1lnC vALu
SCMn1A1lCn
SegmenLaLlon
conomlc uemographlc
Ceographlcal
Lconom|c 8ase
Low nd CusLomers
Medlum nd CusLomers
Plgh nd CusLomers
emograph|c 8ase
CccupaLlon SporLspersons
Age ?oungsLers
Geograph|ca| 8ase
8eglonwlse segmenLs
CounLrywlse segmenLs
1A8C1lnC
1A8C1lnC 8ASu Cn CCnCMlC SCMn1S
LCW nu
SCMn1
MluuL nu
SCMn1
PlCP nu
SCMn1
lCC1WA8
SC81S
CCCuS
1nnlS
8ACk1S
8AuMln1Cn
8ACk1S
AA8LS
CSl1lCnlnC lLs noL WhaL ?ou Say lLs whaL 1P?" 1hlnk
Pow CusLomers ercelve nlke??
CosLly
uurablllLy
value for money
LALkkING LALkkING
CSl1lCnlnC S1A1Mn1
lC8
Cu8 88Anu lS
1PA1 8CvluS
8CAuS
8CuuC1S
ulfferenLlaLors
-laclng performance Lhrough new producL developmenL
-PealLhy ln Lhe fooLwear lndusLry Lhrough Lhe sale of dlfferenL producLs
roducL uepLh
and WldLh
-roducL mlx wldLh conslsLs of aLhleLlc shoes apparel and sporLs equlpmenL
-roducL mlx depLh ln for example ln aLhleLlc shoes are baskeLball runnlng and
baseball
SegmenLs
-ach segmenL of Lhe producL ls carefully examlned ln Lerms of physlcal capablllLles
soclologlcal needs and deslgn preference
-roducL dlfferenLlaLlon achleved Lhrough sLraLeglc managemenL for Lhe varlous
segmenLs
88AnulnC
Physique: Sports and
Fitness
Personality : Like the
famous sportspersons-
Jordan, Woods
Relationships:
Sports, Lifestyle
Culture: "Just do it,
innovate, do what
you want to do
Self mage: Cool, in
shape like an athlete
User mage : Aggressive,
winning attitude, Go-Getter
Kapferer Brand dentity
Prism
Swoosh symbol , Tagline 'Just Do It
A House oI Brands with subsidiaries: Converse, Hurley
International, Nike Bauer Hockey, Hurley International
8CMC1lCn
Moblle markeLlng
n1C AppllcaLlon
Sponsorshlp AgreemenLs wlLh celebrlLy SporLspersons
vlral MarkeLlng
ersonallzed webslLes
venLs
lace
nlke SLore
- remlum producLs
- LaLesL Lrends
nlke lacLory SLores
- nonlaLesL Lrends
- Peavy dlscounLs
MulLl brand 8eLalls
- Sold among oLher sporL
brands
ulrecL Lo cusLomer
- wwwolkestotecom
lsttlbototceotetswotlJwlJe
Sold Lhrough lndependenL dlsLrlbuLors llcensees and subsldlarles
4 's done from cenLrallzed dlsLrlbuLors
Summary
very Plgh 8rand recognlLlon
1he compeLlLlon ls lnLense Adldas 8eebok uma
lnnovaLlon ls Lhe way forward
very hlgh vlslblllLy ls lmporLanL lormula 1 Clymplcs eLc
kecommendat|ons
roducL dlverslflcaLlon ls lmporLanL More accessorles
Cnllne reLall needs Lo be sLrengLhened
needs Lo have exLended soclal medla presence
8l8nCS
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hLLp//wwwbuslnessLeacherorguk/freebuslnessessays/nlkebuslnessessay/
UNI1L S1A1LS SLCUkI1ILS AN LkCnANGL CCMMISSICN Iorm 10k N|ke