Nike Consumer Behavior Analysis


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Nike Consumer Behavior Analysis

  1. 1. BOSTON Christopher Mowbray Marjaun Bakhtiari Colin Bayley Ashley Dilorenzo
  2. 2. 300 Newbury St, Boston Ma 02115
  3. 3. NIKETOWN Employees
  4. 5. <ul><li>Location </li></ul><ul><li>300 Newbury St </li></ul><ul><li>Boston Ma 02115 </li></ul><ul><ul><li>Corner Location </li></ul></ul><ul><ul><ul><li>2 entrances </li></ul></ul></ul><ul><ul><ul><li>Stands out </li></ul></ul></ul><ul><ul><ul><li>More displays </li></ul></ul></ul><ul><ul><li>PRIME location </li></ul></ul><ul><ul><ul><li>Expensive </li></ul></ul></ul><ul><ul><ul><li>High Attraction </li></ul></ul></ul><ul><li>Size & Layout </li></ul><ul><ul><li>Spacious, no aisles </li></ul></ul><ul><ul><li>Random layout </li></ul></ul><ul><ul><li>Factory looking </li></ul></ul><ul><ul><li>2 Floors </li></ul></ul><ul><ul><ul><li>Memorabilia </li></ul></ul></ul><ul><ul><ul><li>Different Departments </li></ul></ul></ul><ul><ul><ul><ul><li>Football </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Basketball </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Soccer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tennis </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Golf </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Male Running </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Female Running </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fashion </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lance Armstrong </li></ul></ul></ul></ul>
  5. 6. <ul><li>Window Displays </li></ul><ul><ul><li>LOGO is HUGE </li></ul></ul><ul><ul><li>Seasonal Layouts </li></ul></ul><ul><ul><ul><li>Spring </li></ul></ul></ul><ul><ul><ul><ul><li>Summer running gear </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bright colors </li></ul></ul></ul></ul><ul><li># People Shopping </li></ul><ul><ul><li>20, Thursday 1pm </li></ul></ul><ul><ul><li>Heavily Staffed </li></ul></ul><ul><ul><ul><li>Accommodate more people. </li></ul></ul></ul><ul><li>Layout </li></ul><ul><ul><li>9 Departments </li></ul></ul><ul><ul><ul><li>Lebron James </li></ul></ul></ul><ul><ul><ul><li>Tiger Woods </li></ul></ul></ul><ul><ul><ul><li>Maria Sharapova </li></ul></ul></ul><ul><ul><ul><li>Lance Armstrong </li></ul></ul></ul>
  6. 7. Atmospherics
  7. 10. LOGISTICS <ul><li>Density of Stocking </li></ul><ul><ul><li>Large amount of inventory </li></ul></ul><ul><ul><li>Had multiple: </li></ul></ul><ul><ul><ul><li>Sizes </li></ul></ul></ul><ul><ul><ul><li>Colors </li></ul></ul></ul><ul><ul><ul><li>Models </li></ul></ul></ul><ul><li>Items Stocked </li></ul><ul><ul><li>Shelves were full </li></ul></ul><ul><ul><li>Strong emphasis on keeping things stocked </li></ul></ul><ul><ul><li>Older items put on sales rack </li></ul></ul><ul><li>Feeling of Spaciousness </li></ul><ul><li>Open </li></ul><ul><li>Spacious ( do not feel cramped) </li></ul><ul><li>No Aisles </li></ul><ul><li>HIGH ceilings </li></ul>
  8. 11. Features/ Benefits of Products Stocked <ul><li>Brief Summary of products intentions </li></ul><ul><ul><li>Emphasis on consumer benefit </li></ul></ul><ul><ul><li>EX. TREADMILL </li></ul></ul><ul><ul><ul><li>Reveals Nike’s confidence in their products </li></ul></ul></ul><ul><ul><ul><li>Nike+ </li></ul></ul></ul><ul><ul><ul><li>Light weight shoes </li></ul></ul></ul><ul><ul><ul><li>Unique Designs </li></ul></ul></ul>
  9. 12. NIKE Consumer Promotion
  10. 13. General Information about: <ul><li>Designed in US </li></ul><ul><li>Made in VIETNAM </li></ul><ul><li>Hire outside resources to manufacture their designs. </li></ul><ul><li>Unique to culture: </li></ul><ul><ul><li>Asian fit sunglasses </li></ul></ul><ul><ul><ul><li>Athletic apparel </li></ul></ul></ul><ul><ul><ul><li>Fashion apparel </li></ul></ul></ul><ul><li>Packaging </li></ul><ul><ul><li>Nike-town logo </li></ul></ul><ul><ul><li>Simple but appealing </li></ul></ul>
  11. 14. Consumer Likes/Dislikes <ul><li>Likes </li></ul><ul><li>Dislikes </li></ul><ul><li>Innovative </li></ul><ul><li>Always Changing </li></ul><ul><li>Design/Colors/Styles </li></ul><ul><li>Technology Based Shoes </li></ul><ul><li>Too much wear & tear </li></ul><ul><li>Use to a certain style, but they change rapidly </li></ul><ul><li>New models of the shoes feel different </li></ul><ul><li>Once there is an updated model the old shoe is discontinued </li></ul>
  12. 15. Positives / Negatives of Products <ul><li>Positives </li></ul><ul><li>Negatives </li></ul><ul><li>Comfort </li></ul><ul><li>Specialized for Individual Needs </li></ul><ul><li>Runners like the same type of shoe </li></ul><ul><li>The runner must always keep updated with Nike because they change and update their shoes often </li></ul>
  13. 16. Differences / Similarities <ul><li>Differences </li></ul><ul><li>Similarities </li></ul><ul><li>Unique </li></ul><ul><ul><li>Nike Plus is in every shoe </li></ul></ul><ul><ul><li>Gate Analysis </li></ul></ul><ul><ul><li>Each shoe is made for a reason </li></ul></ul><ul><ul><ul><li>Ex. Stability, running </li></ul></ul></ul><ul><li>Different </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Nike Air </li></ul></ul><ul><li>Every shoe company targets different people </li></ul><ul><ul><li>Ex. New Balance targets people with wide feet </li></ul></ul><ul><li>Other companies make and sell running shoes </li></ul>
  14. 17. Consumer Ratings (1-10) Sincerity 10 9 9 8.5 10 46.5 Competence 9.5 9 10 10 9 47.5 Excitement 10 10 10 10 9 49 Sophistication 10 10 10 10 10 50 Ruggedness 9 9 9 9 10 46 Figures based on 5 consumers from Target market:
  15. 18. Store Lead: Liz, 30, Asian American How long have you operated store? 5 years How has business changed over the years and how so? Used to have bands for Livestrong now apparel (100% charity) also running club Wednesday and Saturdays Where are products made? China, Taiwan, Israel What is Nike trying to do right now? They are working on merchandise for marathon, running club (Saturdays are new) What Differentiates Niketown from other Brands/Stores? Always running based store, unlike the one in NY, charity, Gate Analysis (measures stride, people qualified, ex: knee reconstruction-shoe best for support)
  16. 19. Manager: Beth, 40 years old, American How long have you operated store? 6 months How has business changed over the years and how so? Has not Where are products made? Actually did not know looked at tag What type of people do you look to hire? Generally athletes, because they have a passion and knowledge of Nike and the shoe What is Nike trying to do right now? They are working on marathon, and What Differentiates Niketown from other Brands/Stores? Gate Analysis/Marathon/always innovating How does staff and Consumer interact? Staff is very helpful, patient, matches them with exactly what they are looking for, Swoosh Program