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NikeXtreme
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- 7. Key points • Nikehas been a market leader for a very long time and an innovator in the industry • It is vital to maintain the technological trends for its continued success • Its main competitor “Adidas” has attracted a large number of customers to its fitness app • Nike needs to counteract the move so as to expand its reach to the existing consumer base
- 8. How ? Providing impetusto its online and specially Mobile marketing through the use of an Android application – Nike Extreme
- 10. LARGEST SELLER OFATHLETIC FOOTWEAR AND ATHLETIC APPAREL IN THE WORLD. DESIGN, DEVELOPMENT AND WORLDWIDE MARKETING OF FOOTWEAR APPAREL, EQUIPMENT AND ACCESSORY PRODUCTS. 18 000 RETAILS IN THE US PRODUCT FOR WOMEN, MEN AND CHILDREN TOP SELLING PRODUCT: RUNNING, BASKETBALL, CROSS-TRAINING AND WOMEN’S SHOES ALSO DESIGN SPORTSWEAR FOR TENNIS, SOCCER, BASEBALL, FOOTBALL, BICYCLING, VOLLEYBALL, WRESTLING, CHEERLEADING, AQUATIC ACTIVITIES, HIKING, … The Swoosh 19713, represents of the wing of the goddess. Nike 56 % of its sales abroad
- 11. Famous sneakers Nike AirMax Nike Air Force One Nike Air Jordan Nike Flyknit Nike Roshe Run Nike SB Nike + iPod
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- 13. NIKE corporate strategy FOCUSON INNOVATION AND EMPHASIS ON THEIR RESEARCH AND DEVELOPMENT IN ORDER TO BE: • PROFITABLE IN THE LONG RUN. • REDUCE OR ELIMINATE ATHLETES INJURY. • HELP IN ATHLETIC PERFORMANCE AND MAXIMIZE COMFORT.
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- 18. • The world'slargest sports apparel brand targets to hit $50 billion in revenue by 2020. It's a goal CEO Mark Parker called "ambitious.“ • In its most recent fiscal year ended May 31, Nike had $30.6 billion in revenue, a 10% increase over the previous year. • Nike stock edged up 0.02% to close at $125.84. Future Plans
- 19. • The companyplans to hit its goal by focusing aggressively on product innovation and technology, developing deeper relationships with consumers through experiences and investing heavily in its women's business, a major growth category. • It also expects a massive jump in e-commerce sales, from roughly $1 billion now to $7 billion by 2020, with plans to boost shopping capabilities on its apps and Nike.com. • Nike is building a 125,000 square-foot facility on its campus just outside Portland, Ore., focused on "advanced manufacturing and design technologies," including 3-D printing capabilities, which it's already been using to produce some shoes.
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- 22. As of recentdevelopments Women in their 20s and 30s are largely driving the "athleisure trend," in which customers buy leggings with the intent of wearing them to the gym, errands, and brunch. TARGET
- 23. Khattab Al QrarahManas Ussenov Victoria Rosca Yousra Zaghdoud Bernichi
- 24. Customers and Collaborators •The target customers would be the people ranging from the teenagers upto the age of 60 • The app would be aimed at developing physical fitness among a very large class of people • The app would lure in the aspirants of a fit life • App would also target both the amateurs as well professionals at all levels • Also collaboration with the selected gyms would expand its reach in the market • Hiring of the reputed nutritionists and the physical trainers from all over world would be instrumental in mouth to mouth marketing of the app • Distribution of Nike goods as prizes would ensure an enthusiastic response • Social media would be uses to create a buzz about the app in the market
- 25. Competitors and Context •The prime competitor would be the existing fitness app being provided by the Adidas under the name “Adidas Train and Run” • This app currently focuses on drawing people to lead a healthy life through the use of physical training • Even though this app provides blogs by some of the experts around the world on physical fitness but does not integrate the users of the app and these experts for a customized interaction • Also the app records the day’s activities of the user and gives information about his health • No advertisement of any kind is provided on the app and also Adidas does not have a premium version of the app • In any case NikeXtreme would face stiff competetion from its arch-rival in this technological development
- 26. The release ofthis app by Nike would place it in a whole new technological segment Features :- • This app would be the first of its kind to provide a platform to its whereby they can directly some of the most reputed physical trainers of the world to seek relevant suggestions • Keep your routine fresh and new with access to 100s of free cardio, strength and flexibility training plans which otherwise are charged heavily • Through this app we can customers personalized weekly goals to help stay motivated and on track. • Let your friends know how your training is going by sharing workouts and photos to Facebook, Twitter, Instagram, other fitness platforms and more. • Regular competitions would be conducted by Nike itself to award the best performers which would add to the motivation of the users to perform better • The users of Nike would be thrilled at being trained by the Nike itself without any expenditure on their side and this generous move would ensure long term brand loyalty
- 27. • The appwould be a bring about a revolution in the marketing strategy for Nike • The current marketing trends would witness a new and innovative style of spreading brand among the consumers • The app would not only create a brand equity for Nike but also consolidate its current position in the market given the increased competition recently Technology is the KEY
- 28. • The entryin this sector would fill the void that had been there even though its other competitors had already resorted to these methods a long time back • The method to be used would be quite different form the creepy advertisements currently used in android app which add to the frustration of the markets • The premium version of the app would indeed provide cash payments from consumers in return of some extra services • The app would strengthen the image of Nike being an Athletic Brand. • This app would help the associations between some of the world’s best trainers and nutritionists • Also this app would provide its users with something called “Nike Wallet” whereby they can claim discounts at some selected stores and motivate them to sue this app
- 29. Collaborators gaining something? • The app would bring increased revenues to the associated gyms • Also the stores selling Nike products would witness increased demands of the jogging shoes and hence appease this channel • Associated trainers and nutritionists will be provided revenues by Nike • Nike can further collaborate with some other sectors as well depending on the success of this app
- 31. Product • This freetraining app turns your smart phone into your personal trainer, providing real-time coaching, • View your workout history, heart rate curves and route maps with your training heart rate zone display. • Listen to your favorite music during runs or strength and conditioning workouts. • Let your friends know how your training is going by sharing workouts and photos to Facebook, Twitter, Instagram, other fitness platforms and more.
- 32. Brand and symbol Xtreme Theapp would use the official symbol of Nike with Xtreme written below it
- 33. Price • The basicversion of the app would be free and available to download • The premium version of the app would be priced at 5$ per month in the South Asian countries • As India whereas the same would be priced at 10@ per month in the countries as USA • Also the person who successfully invites five new people to install the app would be credited with balance in his Nike Wallet
- 34. • Incentives tothe customers would be getting discounts in the associated gyms of the app • They can avail the points in their “Nike wallet” to get discounts on some products • The stores would be awarded if they succeed in getting installed a threshold number of the apps through the customers visiting their stores • Best Executives managing this app can be rewrded on way or the other • Company employees would be given the premium version for free • Lucky ones can get a chance to meet the sportspersons who endorse Nike
- 35. Communication and Distribution •The app would be distributed through the Google play store also through the official website of Nike • The app launch will be highly publicized through the use of posts on social networking sites such as Facebook, Whatsapp • App would add money into the “Nike wallet” if the concerned person invites 5 others to install the app • A post would be released announcing that the first 1000 downloaders of premium version of the app would be given upto 50% off • Some lucky consumers would be given gifts and a chance to meet the brand ambassadors of Nike
- 37. Project Manager Production Manager Team Leaders and Staff Marketing Manager TeamLeaders and Staff Operations Manager Team Leaders and Staff IT Manager Team Leaders and Staff Sales Manager Team Leaders and Staff Organization
- 38. Collaboration • The managingstructure for the 3-tier • The manager of HR and Public relations must work closely to find the best collaborators namely the gyms and the physical trainers • Proper research and development must be ensured to make the app highly advanced • Proper feedback analysis must be conducted so that the shortcomings may be removed • The various channel partners must benefit from the launch of this app
- 39. Processes Intensive research development forapp Extensive Marketing Creating Brand Equity Proper feed- back analysis Distribution of freebies Events and Competitions Collaborators and Associates Special focus on Nike Wallet
- 40. Timeline • App mustbe launched in the market on the World Health Day, i.e. on April 7 • Launch of the app must be backed by publicity of the App through the media channels such as television, Nike Stores and posters on social media beginning in January • Promotional mails to the subscribers of Nike must be sent one week before the launch of the app • The first 1000 downloaders of the premium version must be conveyed all the information
- 42. Summary • The primaryfocus of Nike Xtreme must be to enhance the physical fitness of its users • The app must be technically advanced and meet the expectations of the users who always expect something innovative from the “Nike” • The collaborators of the app must gain something from this app so that more participation can be invoked from the market • The events and competitions organized through this app must be carefully monitored and the promised awards must be delivered to the winners • Proper data analysis of the app must reveal the current trends and the same must be responded to by through the release of appropriate products of Nike • Legal frameworks must be kept in mind and no misuse of the app should be permitted to tarnish the brand mage of Nike
- 44. Disclaimer CREATED BY KARTIKMITTAL, IIT KANPUR DURING AN INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW.