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1
10 STEP
Marketing Plan for NIKE
Tanya Marie Labrador
October 2010
5 Steps for Part 1
(PTM and Positioning)
1. Nike PTM is active people who enjoy high-
quality sporting goods, especially f...
5 Steps for Part 2
(Marketing Mix & Strategy)
6. Sports apparel (Footwear)
7. Based on the basis of premium segment
as tar...
4
Positioning to the
Primary Target Market
Part 1:
Steps 1 to 5
1. Nike’s primary target
market (PTM) are teens
 Demographics (18-40 [largest are teens],
M/F, social class AB, single/ m...
I want to belong to
the coolest group
I’m fulfilled when I feel
important and recognized
I want the
status symbol of
being...
2. Nike PTM’s NWE
Teens need -
To belong (social), be recognized (self-Esteem), know
they are important & self fulfilled (...
3a. Nike has several
competitors
 Direct: Adidas, Fila, Puma, Reebok, New
Balance, And One, Umbro
 Indirect: Non-athleti...
Nike is #1 leader in the market:
high priced product for 18-27yrs
Price/
Age
Matrix
7-17yrs 18-27yrs 28-40 yrs 40yrs up
Hi...
4. Nike positions itself as the
no. 1 brand
Nike is the brand
 that top athletes use
 for teenagers and “hip” individual...
5a. Based on competitor data,
sports apparel market is P13.3
billion
http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adida...
5a. Based on competitor data,
sports apparel market is P13.3
billion
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
1. Nike sales is $18.6 billion
2. Marke...
5c. Consumer data indicates
a size of $ 278.4 billion
Nike’s demand:
6,877,800,000 worldwide population,
33% market share,...
5. Concluded that sports
apparel market is 278.4 billion
1. Competitor data = $ 13.3 B
2. Company data = $ 18.6 B
3. Usage...
16
The Marketing Mix Strategy
Part 2:
Steps 6 to 10
6a. Sports apparel industry is
dominated by 5 major brands
6b. Product Description
 Nike’s is known for their footwear. It has designed a
whole line up of footwear for almost every...
7. Price-
Nike is 30% premium priced
than 2nd leading competitor
 Nike Trainers = $80
 Nike Shox = $73
 Nike Air Max = ...
8a. Promo: Print Ads
8a. Promo: Athletes
8a. Promo: Catchy
Phrases/ Taglines
8b. Competitor promo
8b. Competitor Promo:
Print Ads (Olympics)
8b. Competitor Promo:
Athletes
8b. Competitor Promo:
“Impossible is Nothing”
8b. Competitor promo
Nike ads are powerful and positive that
stays in everyone’s memory.
Their ads exude greatness and are...
9. Nike products are
distributed worldwide
 Malls
 Retail stores
 Partnered stores
 Factory outlets
 Worldwide
 Onli...
10. Nike is a market leader
 Nike’s main strategy rests on a favorable brand
image. In order to maintain and sustain this...
30
SUMMARY
5 Steps for Part 1
(PTM and Positioning)
1. Nike PTM is active people who enjoy high-
quality sporting goods, especially f...
5 Steps for Part 2
(Marketing Mix & Strategy)
6. Sports apparel (Footwear)
7. Based on the basis of premium segment
as tar...
33
10 STEP
Marketing Plan for NIKE
Tanya Marie Labrador
October 2010
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Transcript of "10 step marketing for nike"

  1. 1. 1 10 STEP Marketing Plan for NIKE Tanya Marie Labrador October 2010
  2. 2. 5 Steps for Part 1 (PTM and Positioning) 1. Nike PTM is active people who enjoy high- quality sporting goods, especially footwear. 2. Good association with no. 1 sports/ fashion brand 3. Adidas, Fila, Reebok, Puma 4. Other brands don’t sell accessories such as sunglasses, jewelries and apparel 5. The market size is $19.2 Billion.
  3. 3. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Sports apparel (Footwear) 7. Based on the basis of premium segment as target customers 8. Uses famous athletes as brand ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships) 9. Distributed worldwide (Nike stores across the globe) 10. Market Leader – Nike is a global brand (enormous brand awareness)
  4. 4. 4 Positioning to the Primary Target Market Part 1: Steps 1 to 5
  5. 5. 1. Nike’s primary target market (PTM) are teens  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”,)
  6. 6. I want to belong to the coolest group I’m fulfilled when I feel important and recognized I want the status symbol of being the best
  7. 7. 2. Nike PTM’s NWE Teens need - To belong (social), be recognized (self-Esteem), know they are important & self fulfilled (Self actualization) Teens choose Nike over other brands because of …. Quality, Durability, Style, good reputation, breakthrough design and technology of products, packaging, sense of being associated with the best, no. 1 brand; Teens expect this when they use Nike products: Cool, Confident, Stylish, having a positive attitude when they exercise/ workout
  8. 8. 3a. Nike has several competitors  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
  9. 9. Nike is #1 leader in the market: high priced product for 18-27yrs Price/ Age Matrix 7-17yrs 18-27yrs 28-40 yrs 40yrs up High price Low Price Adidas Puma New Balance Reebok New Balance Nike Kids Fila Price vs. Age Matrix Nike Puma Fila
  10. 10. 4. Nike positions itself as the no. 1 brand Nike is the brand  that top athletes use  for teenagers and “hip” individuals  that makes shoe better for everyone  that offers a new style NWE not being addressed: Other brands are still cheaper ; Substitutes USP: Professional athletes from around the world use Nike even today
  11. 11. 5a. Based on competitor data, sports apparel market is P13.3 billion http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adidas.pdf
  12. 12. 5a. Based on competitor data, sports apparel market is P13.3 billion http://www.wikinvest.com/stock/Adidas_AG_(ADDYY)
  13. 13. 5b. Based on Nike data, Nike share is 33% from total market size of $278.4 billion 1. Nike sales is $18.6 billion 2. Market share is 33% 3. Total sports apparel market size is $278.4B as of 2007 (http://www.marketingcharts.com/direct/global-sports-equipment- apparel-and-footwear-market-nearly-280b-5548/)
  14. 14. 5c. Consumer data indicates a size of $ 278.4 billion Nike’s demand: 6,877,800,000 worldwide population, 33% market share, $ 278.4 B market size 91.8B (33% of market share)/ 22,000 stores = $4172.72 sales per store/ yr
  15. 15. 5. Concluded that sports apparel market is 278.4 billion 1. Competitor data = $ 13.3 B 2. Company data = $ 18.6 B 3. Usage data = $ 278.4 B
  16. 16. 16 The Marketing Mix Strategy Part 2: Steps 6 to 10
  17. 17. 6a. Sports apparel industry is dominated by 5 major brands
  18. 18. 6b. Product Description  Nike’s 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
  19. 19. 7. Price- Nike is 30% premium priced than 2nd leading competitor  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.
  20. 20. 8a. Promo: Print Ads
  21. 21. 8a. Promo: Athletes
  22. 22. 8a. Promo: Catchy Phrases/ Taglines
  23. 23. 8b. Competitor promo
  24. 24. 8b. Competitor Promo: Print Ads (Olympics)
  25. 25. 8b. Competitor Promo: Athletes
  26. 26. 8b. Competitor Promo: “Impossible is Nothing”
  27. 27. 8b. Competitor promo Nike ads are powerful and positive that stays in everyone’s memory. Their ads exude greatness and are loaded with look of triumph.
  28. 28. 9. Nike products are distributed worldwide  Malls  Retail stores  Partnered stores  Factory outlets  Worldwide  Online stores  Shipping  Cash and Credit transaction
  29. 29. 10. Nike is a market leader  Nike’s 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.
  30. 30. 30 SUMMARY
  31. 31. 5 Steps for Part 1 (PTM and Positioning) 1. Nike PTM is active people who enjoy high- quality sporting goods, especially footwear. 2. Good association with no. 1 sports/ fashion brand 3. Adidas, Fila, Reebok, Puma 4. Other brands don’t sell accessories such as sunglasses, jewelries and apparel 5. The market size is $19.2 Billion.
  32. 32. 5 Steps for Part 2 (Marketing Mix & Strategy) 6. Sports apparel (Footwear) 7. Based on the basis of premium segment as target customers 8. Uses famous athletes as brand ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships) 9. Distributed worldwide (Nike stores across the globe) 10. Market Leader – Nike is a global brand (enormous brand awareness)
  33. 33. 33 10 STEP Marketing Plan for NIKE Tanya Marie Labrador October 2010
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