nike marketing plan
TRANSCRIPT
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The Indian Footwear Industry - A Sectoral Analysis
• Pegged at INR 10,000 Crore in value terms
• Expected growth at a CAGR of over 20% for the period spanning from 2008 to 2011
• Men's footwear occupies nearly 58% of the total Indian footwear retail market.
• Casual footwear occupies nearly 70% of the total Indian footwear retail market
• Untapped opportunity in an exclusive women, kid or other functional category
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Market Share of Key Players
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Future market of Sports Footwear-
Key Drivers
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Future market of Sports Footwear-
Key Drivers
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Future market of Sports Footwear-
Key Drivers
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Porter’s Five Forces Model
• Bargaining Power of Suppliers
-Subcontracts to more than 500 small scale factories -Low bargaining power due to Nike’s big volume
• Bargaining Power of Buyers
-Competitive products all compete on differentiation-Low switching costs
• Threat of Substitute Products
-Non-existent
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Porter’s Five Forces Model
• Threat of Potential New Entrants
-Economies of Scale-Strong and Well Established Brand Name-High Capital requirements-Low threat
• Intensity of Rivalry between Firms in the Industry
-High competitive in an Oligopoly (other leading firms include Adidas, Puma, Fila, New Balance) -Strong brand identity and product differentiation -Intensity of Rivalry is moderate
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Porter’s Five Forces ModelHigh Moderate Low
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat of Substitutes
Threat of New Entry
Intensity of Rivalry Between Firms
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Segmentation , Targeting and Brand Positioning
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Segmentation , Targeting and Brand Positioning
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Segmentation , Targeting and Brand Positioning
• Sense of belonging to the Indian and global Sporting,
Fitness and Youth legacy• Confluence the Passion of Sports and subtle Fashion … A genre of “ Sports Fashion”
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4Ps – Price , Place , Product, Promotion
Category Cluster Price Range( in INR )
Mode Price Range
( in INR )
Sports Shoes (Multi
category Retailers)
Bata / Liberty / Action /
Lotte
800 - 1600 1000-1200
Sports Shoes( In House
Labels)
Vishal Megamart / Shopper’s Stop /Big Bazaar
700 – 1400 800-1000
Sports Shoes ( Sportswear
Brands)
Reebok /Adidas /Puma
1200 – 2800 1800 -2200
Sports Shoes ( Sportswear
Brands)
Reebok /Adidas /Puma
1200 – 2800 1800 -2200
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4Ps – Price , Place , Product, Promotion
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4Ps – Price , Place , Product, Promotion
Location Median Property Value (in INR/sq feet)
Chandigarh 6500
Ludhiana 1600
Surat 2000
Lucknow 2250
Mumbai-Marine Drive-Opera House-Malabar Hill
20,00026,00038,000
Delhi- Pitampura-Ashok Vihar
-Rohini
10,00011,00012,800
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4Ps – Price , Place , Product, Promotion
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4Ps – Price , Place , Product, Promotion
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4Ps – Price , Place , Product, Promotion
1) EVENTS
Year 2008
• Mumbai Marathon – 30,000 runners• Bangalore Marathon - 25,000 runners• Delhi Marathon - 30,000 runners
Upcoming Events
• Mumbai, Delhi and other City and Cross-Country Marathons•Commonwealth Games
•Asian Table Tennis Championship (New Delhi)
•Formula One race 2009•World Badminton Championship 2009
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4Ps – Price , Place , Product, Promotion
2) Gaming
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4Ps – Price , Place , Product, Promotion
Catch them young
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4Ps – Price , Place , Product, Promotion
• Social marketing is cheaper, spreads faster and connects better
• Workout advice, online communities and local sports competitions
• Internationalization of Advertising Strategy, use of Local Brand Ambassadors
• Increase Nike.com/India hits
33 %
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4Ps – Price , Place , Product, Promotion