Nike is launching a new line of compressed apparel called Proton. The apparel is manufactured using high temperature and pressure to compress cotton items by 90%, reducing their size by 10x when compressed. Nike sees opportunities to expand into new markets by marketing the apparel for travel, gifts, and everyday wear beyond just sports. Market research shows demand for branded apparel is growing in India, especially among high income travelers who could benefit from compressed clothing that saves space. Nike plans to target these consumers as well as businesses through various promotional campaigns.

1. NIKE PROTON THE COMPRESSED APPAREL RANGE Group 6 BM - A

3. LEVELS OF PRODUCT

7. MARKET RESEARCH

12. SEGMENTATION, TARGETING, POSITIONING

13. SEGMENTS AND THEIR ATTRACTIVENESS B2B (Promotional Gift Item) B2C (Sports ) B2C (Travelling Customers) B2C (High Income Group) Identifiable YES YES YES YES Reachable HIGH MEDIUM MEDIUM HIGH Profitable HIGH HIGH HIGH HIGH Responsive MEDIUM HIGH LOW MEDIUM Substantial HIGH LOW LOW MEDIUM

14. TARGETING

15. POSITIONING B2C Customers B2B Customers

16. PROMOTIONAL CAMPAIGN

18. WARNING !! YOUR CLOTHES ARE ABOUT TO SHRINK !!

21. VALENTINES DAY FOOTBALL WORLD CUP IPL SPECIAL EVENTS

24. MARKETING CHANNELS

25. MARKETING CHANNELS – B2C

26. MARKETING CHANNELS – B2B

27. PROFITABILITY ANALYSIS

31. DEMAND ESTIMATE FOR PROTON

32. DEMAND ESTIMATE FOR PROTON

33. NIKE, INC. THE PROTON RANGE (IN CRORES) ESTIMATED PROFITABILITY

34. QUESTIONS??

35. THANK YOU