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10 STEP Marketing Plan for NIKE
Tanya Marie LabradorOctober 2010
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5 Steps for Part 1 (PTM and Positioning)
1. Nike PTM is active people who enjoy high-quality sporting goods, especially footwear.
2. Good association with no. 1 sports/ fashion brand
3. Adidas, Fila, Reebok, Puma4. Other brands don’t sell accessories such
as sunglasses, jewelries and apparel5. The market size is $19.2 Billion.
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5 Steps for Part 2(Marketing Mix & Strategy)
6. Sports apparel (Footwear)7. Based on the basis of premium
segment as target customers8. Uses famous athletes as brand
ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships)
9. Distributed worldwide (Nike stores across the globe)
10. Market Leader – Nike is a global brand(enormous brand awareness)
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Positioning to the Primary Target Market
Part 1:Steps 1 to 5
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1. Nike’s primary target market (PTM) are teens
Demographics (18-40 [largest are teens], M/F, social class AB, single/ married)
Lifestyle (active teens, athletic/ sporty individuals, casual lifestyle with fashionable taste)
Behavior (sneakers as fashion statement, fitness craze, multipurpose shoes, “hip”,)
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I want to belong to the coolest group
I’m fulfilled when I feel important and recognized
I want the status symbol of being the
best
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2. Nike PTM’s NWE
Teens need - To belong (social), be recognized (self-Esteem),
know they are important & self fulfilled (Self actualization)
Teens choose Nike over other brands because of ….Quality, Durability, Style, good reputation,
breakthrough design and technology of products, packaging, sense of being associated with the best, no. 1 brand;
Teens expect this when they use Nike products:Cool, Confident, Stylish, having a positive
attitude when they exercise/ workout
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3a. Nike has several competitors
Direct: Adidas, Fila, Puma, Reebok, New Balance, And One, Umbro
Indirect: Non-athletic footwear brands, Crocs, K-swiss, Converse, Sketchers, Timberland
Variables: Age, Price, lifestyle, specific use, desirability of product, brand
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Nike is #1 leader in the market: high priced product for 18-27yrs
Price/ Age Matrix
7-17yrs 18-27yrs 28-40 yrs 40yrs up
High price
Low Price
AdidasPuma
New Balance
Reebok
New Balance
Nike Kids
Fila
Price vs. Age Matrix
Nike
Puma
Fila
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4. Nike positions itself as the no. 1 brand
Nike is the brand that top athletes use for teenagers and “hip” individuals that makes shoe better for everyone that offers a new style
NWE not being addressed: Other brands are still cheaper ; Substitutes
USP: Professional athletes from around the world use Nike even today
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5a. Based on competitor data, sports apparel market is P13.3 billion
http://www.mcafee.cc/Classes/BEM106/Papers/2009/Adidas.pdf
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5a. Based on competitor data, sports apparel market is P13.3 billion
http://www.wikinvest.com/stock/Adidas_AG_(ADDYY)
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5b. Based on Nike data, Nike share is 33% from total market size of $278.4 billion
1. Nike sales is $18.6 billion
2. Market share is 33%
3. Total sports apparel market size is $278.4B as of 2007 (http://www.marketingcharts.com/direct/global-sports-equipment-apparel-and-footwear-market-nearly-280b-5548/)
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5c. Consumer data indicates a size of $ 278.4 billion
Nike’s demand: 6,877,800,000 worldwide population,
33% market share, $ 278.4 B market size
91.8B (33% of market share)/ 22,000 stores = $4172.72 sales per store/ yr
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5. Concluded that sports apparel market is 278.4 billion
1. Competitor data = $ 13.3 B
2. Company data = $ 18.6 B
3. Usage data = $ 278.4 B
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The Marketing Mix Strategy
Part 2:Steps 6 to 10
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6a. Sports apparel industry is dominated by 5 major brands
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6b. Product Description
Nike’s is known for their footwear. It has designed a whole line up of footwear for almost every sport.
Different types of shoes: running, basketball, soccer, cross training, football, tennis, golf
2.5c – 6y for kids 5.5 – 11 inches for women 7 – 15 inches for men
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7. Price- Nike is 30% premium priced than 2nd leading competitor Nike Trainers = $80 Nike Shox = $73 Nike Air Max = $78 Nike Air Jordan = $150 Lunarglide = $85 - $100
Nike as a brand commands highpremiums and is often more expensivethan products of its competitors.
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8a. Promo: Print Ads
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8a. Promo: Athletes
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8a. Promo: Catchy Phrases/ Taglines
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8b. Competitor promo
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8b. Competitor Promo: Print Ads (Olympics)
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8b. Competitor Promo: Athletes
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8b. Competitor Promo: “Impossible is Nothing”
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8b. Competitor promo
Nike ads are powerful and positive that stays in everyone’s memory.
Their ads exude greatness and are loaded with look of triumph.
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9. Nike products are distributed worldwide
Malls Retail stores Partnered stores Factory outlets Worldwide Online stores Shipping Cash and Credit transaction
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10. Nike is a market leader
Nike’s main strategy rests on a favorable brand image. In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion.
It benefits from subcontracting their products to low cost manufacturers (cheap labor = high selling price)
Consistent and timely shipment of goods
Has an excellent, premium priced and excellent product distribution worldwide.
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SUMMARY
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5 Steps for Part 1 (PTM and Positioning)
1. Nike PTM is active people who enjoy high-quality sporting goods, especially footwear.
2. Good association with no. 1 sports/ fashion brand
3. Adidas, Fila, Reebok, Puma4. Other brands don’t sell accessories such
as sunglasses, jewelries and apparel5. The market size is $19.2 Billion.
![Page 32: 10 step marketing for nike](https://reader036.vdocument.in/reader036/viewer/2022081502/554ca0f3b4c905b80b8b542f/html5/thumbnails/32.jpg)
5 Steps for Part 2(Marketing Mix & Strategy)
6. Sports apparel (Footwear)7. Based on the basis of premium
segment as target customers8. Uses famous athletes as brand
ambassadors, TV ads, targeted advertising in print ads and sports events (sponsorships)
9. Distributed worldwide (Nike stores across the globe)
10. Market Leader – Nike is a global brand(enormous brand awareness)
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10 STEP Marketing Plan for NIKE
Tanya Marie LabradorOctober 2010