Markma 10 step marketing plan donna sia

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Markma 10 step marketing plan donna sia

  1. 1. 10 STEPMarketing Plan forNIKE Donna T. Sia July 2012 www.donnasia.blogspot.com 1
  2. 2. DisclaimerThis 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.When appropriate, data are “masked” so as not to create unexpected conflicts.The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes. www.donnasia.blogspot.com
  3. 3. Steps 1 to 5 The Nike1. Nike PTM are the athletes and hobbyists2. Who seek products that support performance.3. The market may choose Adidas, Reebok, Asics, New Balance, Puma, Fila4. The gap is all other brands are known for5. The market size is P 3.5 Billion. Nike’s share is P 2 Billion www.donnasia.blogspot.com
  4. 4. Steps 6 to 10 Customers get in the game with Nike because…6. Nike Footwear is innovative when it comes to product design and the use of advance technology to maximize performance of the shoe.7. Is Priced more than Adidas for mid and low range by 5%-10% but not much price difference for the high range segment www.donnasia.blogspot.com
  5. 5. Nike + Community8. Communicates through and Experiences (Nike We Run, PBA, UAAP, Boxing- Pacquiao)9. Distributed through Department (multi- brand stores) and Nike outlets (mono- brand) nationwide10. Uses differentiation to maintain its leadership position. www.donnasia.blogspot.com
  6. 6. 1. Nike Phil’s primary target market (PTM)* 18-35 Years Old, Male, Social class A & B Plays Basketball, Runs with friends, Goes to the gym Joins basketball leagues (leisure, college, and corporate leagues), mass running and demand a shoe that provides comfort and supports performance www.donnasia.blogspot.com
  7. 7. PTM needs to excel in his sport Self-Actualization Needs (Self-DevelopmentIt is fulfilling to win a game & Realization) and get recognized. Esteem Needs (Recognition, Status) I am a team player. Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological needs (food, water, shelter) Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler www.donnasia.blogspot.com 7
  8. 8. 2. Athletes and Hobbyist haveunique needs, wants & demands Athletes and hobbyists in realizing their talents and skills, needs to be recognized. Athletes and hobbyists prefer Nike because of its product design, prestige, brand credibility and awareness. They demand a shoe that uses advance technology such as flywire and lunarlight that will help them “fly high, land soft”. www.donnasia.blogspot.com
  9. 9. 3a. Nike competes withAdidas and other SportsBrand Competitors: Adidas, Reebok, Asics, New Balance, Fila Indirect: Puma, Merrel, Skechers, Mizuno, Vans, Converse Variables: Price, Age, Specific Use (Sport), User, Brand Promise, Quality, Comfort, Design, Look, Availability www.donnasia.blogspot.com
  10. 10. Nike is #1 in the Philippines as of 2012 Sport vs. User MatrixSport/ Basketb Running Soccer/ Training Tennis Street all FootballUserAthleteHobbyistLeisure www.donnasia.blogspot.com
  11. 11. as of 2011 Nike’s differentiated positioning: Benefit Positioning vs. Brand MatrixBasketball Adidas Nike Kobe Nike Nike Adidas Rose Adidas Crazy Commander Adidas System Hyperfuse Nike Airmax Overplay 3.5 Fast TD IsolationPriceQualityStyle/ LookComfortTechnologyPrestige Harder to stand out amidst the competitive clutter. www.donnasia.blogspot.com
  12. 12. 4. Nike positions by product innovationNike is the shoe that provides users the technology they need to enhance performance.For athletes and hobbyists alike who want to give their best in every game just like their sports idols (Kobe).Adidas is trying to compete by offering the same value. www.donnasia.blogspot.com
  13. 13. Positioning: Nike’s Famous Slogan: RUN LONG. STAY STRONG. FLY HIGH. LAND SOFT. TRAIN FAST. PLAY FAST www.donnasia.blogspot.com
  14. 14. 5. Based on Nike distributorsopinion:Nike claims 60% market share for sports footwear business.But claims 70-80% share for Nike dominated sports such as basketball and mass running. www.donnasia.blogspot.com
  15. 15. Based on Euromonitor: (2011) Nike claims 2.8% of total footwear business in the Philippines or equivalent to P 73B x 2.8% = P 2 Billion Audited Financial Statement of Nike Phils (from SEC) also showed a Revenue of P2. 12 B in 2011 www.donnasia.blogspot.com
  16. 16. Based on Euromonitor: (2011) Adidas claims 1.3% of total footwear business in the Philippines or equivalent to P 73B x 1.3% = P 0.95 Billion Audited Financial Statement of Adidas Phils (from SEC) also showed a Revenue of P1.3 Billion in 2011 www.donnasia.blogspot.com
  17. 17. Estimated Market Size(Sports Footwear) Total P 3.5 Billion Nike share is P 2 Billion Adidas Share P 1 Billion Other Brands P 0.5 Billion www.donnasia.blogspot.com
  18. 18. 6. Side by Side:Nike and Adidas www.donnasia.blogspot.com
  19. 19. 6. The competition: Nike Kobe System VIII AdiZERO Rose 2 Nike Lebron 9 Adizero Crazy Light 2 www.donnasia.blogspot.com
  20. 20. Adidas’ response to Nike Technology: adiPRENE (Shock Absorption)Nike Free (Barefoot Effect) BounceAir (Cushioning) Torsion (Stability)Flywire (Lightweight) Ground Control System (Stability)Lunarlite (Lightweight) Climacool (Temperature Control) www.donnasia.blogspot.com
  21. 21. 7. PriceNike AdidasLebron 10 8,995.00 Rose 3.5 8,995.00Zoom Kobe VIII System 8,195.00 Rose 3 7,995.00Zoom Hyper Disruptor 6,795.00 Adizero Crazy Light 7,995.00Hyperdisruptor 6,795.00 Adipower Howard 3 6,995.00Lunar Hyperdunk Low 6,495.00 D Howard Light 6,995.00 Rose 773 Lighty 6,495.00 www.donnasia.blogspot.com
  22. 22. Price www.donnasia.blogspot.com
  23. 23. Price www.donnasia.blogspot.com
  24. 24. 8a. Nike uses Advertising & Events and Experience2.1. www.donnasia.blogspot.com
  25. 25. 8. Nike Campaigns: www.donnasia.blogspot.com
  26. 26. Nike We Run Manila www.donnasia.blogspot.com
  27. 27. Nike We Run Manila www.donnasia.blogspot.com
  28. 28. 8b. Competitor promoShow also how your key competitors communicateTheir commercialsTheir websitesAnd why your communication stands out www.donnasia.blogspot.com
  29. 29. Kobe Manila Tour www.donnasia.blogspot.com
  30. 30. Nike and UAAP www.donnasia.blogspot.com
  31. 31. Adidas Street Party www.donnasia.blogspot.com
  32. 32. Adidas and UAAP www.donnasia.blogspot.com
  33. 33. 9. Where to buy Nike? Nike is distributed through Department (multi-brand stores) and Nike outlets (mono-brand) nationwide. www.donnasia.blogspot.com
  34. 34. 10. Nike’s Winning Strategy?Nike differentiates using innovative technology to guarantee comfort and superior performance for athletes and hobbyists to win their games just like their idols! www.donnasia.blogspot.com
  35. 35. SUMMARYwww.donnasia.blogspot.com 35
  36. 36. Steps 1 to 5 The Nike1. Nike PTM are the athletes and hobbyists2. Who seek products that support performance.3. The market may choose Adidas, Reebok, Asics, New Balance, Puma, Fila4. The gap is all other brands are known for5. The market size is P 3.5 Billion. Nike’s share is P 2 Billion www.donnasia.blogspot.com
  37. 37. Steps 6 to 10 Customers get in the game with Nike because…6. Nike Footwear is innovative when it comes to product design and the use of advance technology to maximize performance of the shoe.7. Is Priced more than Adidas for mid and low range by 5%-10% but not much price difference for the high range segment www.donnasia.blogspot.com
  38. 38. Nike + Community8. Communicates through and Experiences (Nike We Run, PBA, UAAP, Boxing- Pacquiao)9. Distributed through Department (multi- brand stores) and Nike outlets (mono- brand) nationwide10. Uses differentiation to maintain its leadership position. www.donnasia.blogspot.com
  39. 39. Sources: Euromonitor Nike.com.ph Adidas.com www.donnasia.blogspot.com
  40. 40. 10 STEPMarketing Plan forNIKE Donna T. Sia July 2012 www.donnasia.blogspot.com 40

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