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Nike presented a marketing research plan to target the global soccer market and overcome being shut out as an official sponsor of the 2010 World Cup. The plan included environmental scanning showing Nike's 1/3 market share, developing new soccer cleat technology in collaboration with athletes, targeting 13-17 year olds on YouTube and other digital platforms, and an integrated marketing communication strategy including viral marketing to reach the 2.6 billion person audience during World Cup games. Nike successfully implemented this plan, as they were able to sponsor referees and soccer balls during the 2010 World Cup in which their viral marketing campaigns helped them win.
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Nike began in 1964 as Blue Ribbon Sports and was renamed in 1978 after the Greek goddess of victory. Headquartered in Oregon, Nike generates over $34 billion annually selling products in 190 countries. Nike focuses on direct-to-consumer strategies through their apps and digital services like NikeRunClub and SNKRS which has over 100 million members. The sneaker market was estimated at $50 billion in 2018 and Nike works over a year and a half to bring new sneaker designs to market using consumer insights and new technologies. Nike promotes sneaker culture through innovative campaigns on their SNKRS app.
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Nike changing the sneakers game
Nike began in 1964 as Blue Ribbon Sports and was renamed in 1978 after the Greek goddess of victory. Headquartered in Oregon, Nike generates over $34 billion annually selling products in 190 countries. Nike focuses on direct-to-consumer strategies through their apps and digital services like NikeRunClub and SNKRS which has over 100 million members. The sneaker market was estimated at $50 billion in 2018 and Nike works over a year and a half to bring new sneaker designs to market using consumer insights and new technologies. Nike promotes sneaker culture through innovative campaigns on their SNKRS app.
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myNIKE
The document proposes Nike's Fall 2011 product service called "myNIKE" which allows customers to fully customize their shoes. It aims to expand Nike's brand through increased online sales and an online community. Key aspects include customization options at various price points, initially launching in the US then worldwide, and communicating the program to stakeholders, customers, and receiving feedback.
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- Customers want quality products that match the price, whether expensive or inexpensive. They do not want to feel cheated.
- For higher prices, customers expect a premium, authentic product or dining experience that makes them feel it is worth the cost. This may include unique menu items, attentive service, or special details.
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Norfolk Southern Railway is one of the largest railroad companies in the US. In 1995, it started using a data warehouse to improve customer service and understand costs. In 2002, it redesigned operations with the Thoroughbred Operating Plan to reduce costs and strengthen competitive service. This included a BI application allowing 11,000 users across 8,000 customer organizations to access shipment details. The data warehouse and BI application helped Norfolk Southern understand customer needs and costs to improve services. The Thoroughbred Operating Plan delivered annual savings and strengthened the ability to compete through service.
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Market Research - course slides
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis:
A Concise Overview of Statistical Techniques
- Descriptive Statistics:
Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics:
Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between
Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis:
A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
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- Nike was founded in 1964 as Blue Ribbon Sports and officially became Nike in 1971, separating from its Japanese partner.
- It grew from a small distributor for a Japanese shoe maker into the world's largest athletic footwear and apparel company through strategic acquisitions, partnerships, and aggressive marketing including major sponsorships.
- Nike's iconic swoosh logo represents motion and speed, embodying the spirit of the winged goddess Nike from Greek mythology.
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This document provides a hypothetical marketing strategy for entering the Vietnamese market in Ho Chi Minh City. It summarizes key details about Vietnam's population of over 94 million people and growing middle class. The strategy proposes that H&M offer trendy, affordable clothing, shoes, and accessories transported via airplanes, trucks, and rail. Marketing would involve TV commercials, H&M's website, and social media to reach consumers with shopping habits focused on product features. H&M would partner with local manufacturers and distributors to operate retail stores. The goals are to increase sales in Vietnam by 10% per quarter and compete with stores like Topshop by offering more affordable options.
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This document discusses ethical and legal issues related to the regulation of the internet. It touches on topics like data collection through cookies and targeted ads, data breaches, transparency and safety of user information, children's rights, and how ethics and laws impact the internet environment from both a user and e-business perspective. The document examines these issues and their practical implications.
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This document provides an overview of Zappos.com, including its history, corporate culture, business strategy, marketing approach, and focus on customer loyalty. It discusses Zappos' target markets, value proposition, supply chain, and competitors. It also outlines Zappos' holistic marketing strategy involving internal, integrated, performance, and relationship marketing. The document emphasizes Zappos' core competencies in its value chain and services, as well as its brand equity and efforts to protect market share through proactive and defensive marketing strategies.
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This document discusses the Baldwin Company and its industry. It provides information on Baldwin's products, market share, sales growth, profit, and contribution margin. It also discusses challenges Baldwin faced, such as inefficient spending and being late to adopt total quality management practices. The document suggests ways for Baldwin to utilize cash, such as developing new products, increasing capacity, and paying off long-term debt. It reflects on what Baldwin did right and lessons that can be applied to business careers, emphasizing skills like organization, communication, and adapting strategy.
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Nike is the most recognized athletic apparel brand among survey respondents. The document analyzes Nike's market share, sales trends, awareness of Nike and competitors, and category motivators through secondary research and primary qualitative and quantitative research including interviews, a focus group, surveys. Key findings indicate that price and quality are the top category motivators, and that Nike is perceived as having high quality but also high prices. Respondents indicate Nike could improve by lowering prices.
Success Story of Maggi & Nike
Nike started in the 1960s as Blue Ribbon Sports by Phil Knight and Bill Bowerman to sell inexpensive, high-quality athletic shoes designed and manufactured in Japan. In the 1970s and 80s, Nike gained popularity through endorsements from athletes like Michael Jordan and innovations like the Air Jordan shoe and Nike's signature swoosh logo. Today, Nike is a global brand known for its performance athletic gear and lifestyle apparel, targeting both serious athletes and casual customers through strategic partnerships, technological innovations, and iconic advertising campaigns featuring star athletes.
Integrated marketing channels
This document discusses different types of integrated marketing channels. It describes horizontal marketing systems (HMS) which integrate related businesses to achieve economies of scale, though they can lack coordination. Vertical marketing systems (VMS) allow for better control of behavior and elimination of conflicts between members. Multi-channel distribution systems combine different channels and provide increased coverage but also more conflicts. The document provides examples of common channel structures for consumer goods, industrial goods, and services.
Nike brand audit
Nike began in 1964 as Blue Ribbon Sports and was renamed Nike in 1978 after the Greek goddess of victory. Headquartered in Beaverton, Oregon, Nike is now the 25th largest brand in the world and number one in performance sportswear, valued at $14.5 billion. Over the years, Nike has expanded through brand extensions such as Nike+, Air Jordan, Nike Skateboarding, and partnerships with star athletes who become brands themselves.
Nike final
Nike is the largest seller of athletic footwear and apparel in the world. It was founded in 1964 and went public in 1980. In the early 2000s, Nike focused on expanding its women's and children's lines to capture more market share. It planned to open more women-focused stores, increase spending on product development and marketing for women and children, and introduce new women's and children's products emphasizing fashion and design. Nike aimed to consolidate its US sales and compete globally against rivals also expanding internationally.
Brand extension
Brand extension involves using an existing brand name to introduce a new product category. Nike is an example of a company that has successfully used brand extension. Originally starting with track running shoes, Nike has extended its brand into many new sports categories including shoes, apparel, and equipment for soccer, basketball, tennis, and more. Nike has also launched sub-brands under the Nike name like Nike Golf, Nike+, and Air Jordan to further extend its brand into new areas. Acquisitions of brands like Converse and Hurley have also helped Nike expand its product offerings over time.
Nike brand audit final ppt
Nike was founded in 1964 and is now a global leader in athletic footwear and apparel. Headquartered in Oregon, Nike employs over 26,000 people worldwide. Known for its iconic swoosh logo and "Just Do It" slogan, Nike has cultivated an image of excitement, innovation and athleticism through sponsoring major sporting events and iconic athletes. While facing competition from brands like Adidas and Reebok, Nike has maintained the largest market share in the sports industry through strong branding and performance products.
Brand extension
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Market Research Presentation
Presentation I created for my Marketing Research class at Kennesaw State. We were required to perform the entire market research process from creating a survey to analyzing the results.
Brand extension
This document discusses brand extensions, including definitions of brand, line extensions, and category extensions. It outlines the advantages of brand extensions such as leveraging brand equity, reducing costs, and providing feedback benefits to the parent brand. Potential disadvantages include confusing consumers, retailer resistance if the extension fails, and diluting the parent brand image. The document provides guidelines for when extensions are appropriate and how consumers evaluate extensions, including having awareness and positive associations about the parent brand that transfer to the extension. It also lists factors that can lead to product failures such as an insufficient market or inaccurate research.
Market Research - course slides
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis:
A Concise Overview of Statistical Techniques
- Descriptive Statistics:
Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics:
Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between
Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis:
A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Marketing research ppt
Marketing research involves collecting, organizing, analyzing, and communicating information to make informed marketing decisions. It helps complement marketing strategies by enabling educated decisions on target markets, branding, and products/services. Key steps include defining problems, collecting primary and secondary data, analyzing and interpreting data, reaching conclusions, and implementing findings. Online research assists with various phases using computer networks and the Internet. Market research agencies in India provide specialized services across industries.
Marketing research project on nike shoes
This document appears to be a marketing research project report submitted by Kunal Madaan to his professor, Ms. Kangan Jain, at Keshav Mahavidyalaya, University of Delhi. The report analyzes consumer behavior towards Nike footwear in India. It includes declarations of original work, certificates of supervision, acknowledgements of assistance, an executive summary of the report's contents, background on the problem being examined, and profiles of Nike and the Indian footwear industry.
DEFINING THE MARKETING RESEARCH PROBLEM AND DEVELOPING AN APPROACH
This document provides an overview of Delphi Research Services Pvt Ltd, a market research and strategic consulting firm based in India. It discusses Delphi's areas of specialization in industrial, business-to-business, social and development research, and specialized consumer research for the services sector. It notes Delphi was established in 1991 and has expertise in research for Indian and international clients. It also briefly outlines Delphi's infrastructure, headquartered in Bangalore with field offices in other major cities, and lists some of its major clients across various industries.
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Few sucessful brand story and their communication transistion
- Nike was founded in 1964 as Blue Ribbon Sports and officially became Nike in 1971, separating from its Japanese partner.
- It grew from a small distributor for a Japanese shoe maker into the world's largest athletic footwear and apparel company through strategic acquisitions, partnerships, and aggressive marketing including major sponsorships.
- Nike's iconic swoosh logo represents motion and speed, embodying the spirit of the winged goddess Nike from Greek mythology.
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Consume behavior of Nike
Nike uses several strategies to attract consumers, including telling meaningful stories that sell aspirations, creating viral moments, innovating technologies, and engaging on social media. Some key tactics are developing emotional ads, partnering with Google for a soccer app allowing fans to personalize highlights, and producing popular YouTube series. Nike also drives innovation with products like Flyknit shoes and self-lacing sneakers. While these strategies help Nike dominate the athletic wear market, they also increase costs and face challenges from emerging competitors.
NIKE Case Study
This document summarizes Nike's product development process from concept to customer. It discusses Nike's history and founders, the evolution of its logo, its research and development process including analyzing athlete biomechanics, testing new products with over 100 runners divided into groups, marketing through famous athletes, competitors like Adidas and Puma, and Nike achieving the largest market share in the footwear industry. The conclusion is that Nike's free shoe was successfully designed and developed through extensive research to improve athletic performance.
Analysis and Study on Nike
Nike was founded in 1964 and released the Air Max line of shoes in 1987. The shoes feature Nike's air technology which provides cushioning and comfort. Nike targets athletes, fashion enthusiasts, and tech-savvy individuals between the ages of 16-36 globally. Their marketing mix includes competitive pricing, a large retail presence worldwide, and promotions through celebrity endorsements and digital customization. The recommendations are to further differentiate products for international markets, expand into Africa, and target older customers.
Nike Digital Marketing
Nike is the world's largest supplier of athletic shoes and apparel. It employs over 44,000 people worldwide and had over $24 billion in revenue in 2012. Nike utilizes digital marketing strategies like their Nike+ social platform and FuelBand to interact with customers and gamify workouts. They run campaigns like "Fuel Your Team" and "The Chance" to further engage customers online. Nike is also shifting to a mobile-first approach to e-commerce to meet changing customer expectations.
Nike Marketing Presentation
Analyzing Nike's products and promotional strategies.
The presentation can be viewed with audio on Youtube. https://www.youtube.com/watch?v=vKVO8P7x7Bc
Nike presentation store layout
Nike began in 1964 as Blue Ribbon Sports and introduced its iconic Nike brand and "swoosh" logo in 1972. It has since grown to become the largest sporting goods company, employing over 29,000 people worldwide. Nike pioneered technologies like the Nike Air cushioning in shoes and uses endorsements from celebrity athletes to promote its wide range of sport-specific footwear, apparel, and equipment.
NIKE Brand Audit
Nike was founded in 1964 as Blue Ribbon Sports by Phil Knight and Bill Bowerman. Some key events in Nike's history include partnering with famous athletes like Michael Jordan and Tiger Woods, launching iconic ad campaigns like "Just Do It", and opening their first Niketown store. While Nike faced criticism over working conditions, they responded by improving factory monitoring and standards. Today, Nike remains the top sports brand globally and continues innovating popular products while valued at $34.8 billion in 2020.
Greekplusnikeplus
This document provides background information on Nike and outlines a creative plan to partner with Greek organizations at a university to promote the Nike+ running app. The plan aims to drive downloads of the app by having Nike donate money to each Greek house's philanthropies for every mile run tracked in the app by that house's members. It includes timelines for promotional activities on campus and in student media over 12 months, as well as proposed advertising budgets. The goal is to ignite student interest in running and the Nike+ app through a competitive social program that provides incentive and positive reinforcement.
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Few sucessful brand story and their communication transistion
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Nike Design, Manufacturing, and Sponsorship Project
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Organizational behavior presentation romance at the workplace
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The uae economy
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The document discusses outsourcing, including defining it, providing examples of positive and negative effects, and explaining when it may be appropriate for a business to outsource jobs. Specifically, it defines outsourcing as when a business has a task completed outside the firm that it could perform itself. It also notes outsourcing can be domestic or international and provides some website examples. Finally, it states outsourcing may be appropriate when a business has a task it can have completed more efficiently outside the company.
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In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
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Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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Nike
- 1. Nike Marketing Research Presentation Kundai Nangati
- 2. BRIEF HISTORY • 1964 Blue Ribbon Sports & Onitsuka Tiger Inc. • 1971 Nike • Track shoes • R&D Lab Exeter, New Hampshire
- 3. OBJECTIVE Product Offer Target Market Marketing Strategy Overcome 2010 World Cup sponsorship shutout
- 4. ENVIRONMENTAL SCANNING • 1/3 market share • Boost sales • 2.6 billion audience • Ads during games • Referees, soccer balls • Win the World Cup 2010 33.3% 33.3% 33.3% Adidas Nike Other
- 5. “Data is the new voice of the athlete” Matthew Nurse, Nike NIKE MERCURIAL LINE • Artificial environment in lab • Qualitative, quantitative exploratory research • Collaboration with popular athletes • Nike Sense, adaptable studs & Flywire Vapor
- 6. TARGET MARKET • Joga.com, collaboration with Google • Web tracking, interpretive research • Shift from 13 to 17 year olds • YouTube
- 7. MARKETING RESEARCH PROGRAM Integrated Marketing Communication • Global Market • Viral Marketing • Pull strategies Click on the globe to start
- 8. NIKE WON THE 2010 WORLD CUP!
- 9. WORKS CITED Nike, Nike Lab. Web 10 Feb. 2016 http://about.nike.com Ofek, Elie. The World Cup[ Winner. 11 Feb 2016. http://hbr.org Nielson. Nike Ambushes Official World Cup Sponsors. 16 Feb. 2016. http://nielson.com Images: Orange Nike logo http://zedge.ne 2010 World Cup logo www.mashup.com Orange shoe www.unisportstore.com Shoes www.ruthtrumphold.id.au 2010 picture www.worldsoccershop.com
Editor's Notes
- This slide can be used as a background before the presentation begins.