2. About Nike
◎ Nike is the largest seller of athletic footwear, apparel, and equipment
in the world
◎ Nike Inc. revenues grew by 11% in 2014 fiscal year
Overview
The Product
◎ Evolvepak
◎ Conventional work/gym bag with a sleek design
◎ Proposed product for Nike to range
3. Pestel Analysis
Political Economic Sociocultural Technological Environmen
t
Legal
Healthy
Workplace
Initiative.
Exercise -
more
convenient
and
accessible
Public
spending in
retail -
4.3%
increase
(ABS, 2015)
Apparel
Market
0.8%
Increase
High
Disposable
Income
63%
overweight
(ABS, 2015)
Health
conscious
consumers
Social Media
Demand for
health foods
& products
Latest in
design &
manufacturing
technologies
Modern,
young
professional
lifestyle
Online
presence
Sustainable
Design
900D
Polyester
Less water &
energy
Fair
Trading,
Competitio
n & Labour
Production
factories
Code of
Conduct
Intro to
Aust.
markets.
5. “S - Brand, ambassadors, profitability
W - Competitors
O - Design, unique
T - Exchange rates
S
W
O
T
Analysis
6. Objectives
Core Objectives
◎ Range Evolvepak in Nike’s equipment category
◎ Launch by March 2016
Marketing Objectives
◎ Engage our target markets through launch campaigns and
corporate Nike events
Sales Objectives
◎ Increase revenue in the ‘equipment’ category
◎ Drive units through promotion and aggressive pricing.
7. Primary
“Young Professional”
Male and Female
Aged 25-35
Target Market
Secondary
“University Student”
Male and Female
Aged 18-24
Value healthy lifestyles
Higher disposable income
Value convenience when travelling
8. Market Positioning
Position 1:
Brand Positioning
◎ Established
sports brand
◎ Ensures sporting
aspect well
positioned
◎ Brand
Repositioning to
suit a working
environment
Position 2:
Dual Functionality
◎ Simultaneously
serve as a work
and sports bag
◎ Has an
appropriate
appearance to
each
environment
◎ Creates a unique
selling point
Position 3:
Image
◎ Superior quality
ensures the
product is highly
viewed by
consumers
◎ Sponsorship of
athletes instils a
positive image
9. Product and price
◎ Designed for the
Young Professional
◎ Understated
aesthetic look and
functionality
◎ Split separation
design
◎ Blends into any
workplace or Gym
◎ RRP $110
◎ Perfectly fits into
Nike’s range
◎ Price suitable for our
Target Market’s
disposable income
level
14. Evaluation
◎ Number of shares, likes and comments on social media
◎ Number of competition entries
◎ Website click through rates
◎ Sell through data from stores
◎ Nike Event attendees
◎ Media generated content from Nike Event
◎ Reviewing sponsorship
