Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

NIKE PRODUCT LAUNCH 2015

No description
by

Sendy Chung

on 28 October 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of NIKE PRODUCT LAUNCH 2015

NIKE PRODUCT LAUNCH 2015
CONCEPT
STATEMENT
BY: Sendy Chung, Bonnie Cheuk, Cleo Ioannou, Anthony Makragelidis & Juan Tjiong
THE COMPANY
World’s
number one
sports brand

Brand value was estimated at $19 billion in 2014, up from $15 billion in 2012
This same philosophy and determination is driving us to
be the best
in the market

OUR STRATEGY:
Innovation is at the

heart
of Nike's business growth strategy
Our relentless
focus to be better
helps us create the
world's most innovative products
for consumers across the globe
OUR
MARKET SHARE:
Largest proportion of market share in the athletic gear market within Australia
Currently owns 35.21% total market share in the sports/fitness industry
Global market share in footwear in 2015 at 21.8%, and expected to rise to 27.2% in 2020
OUR FOCUS:
Nike and our consumers
live and breathe
the world of sport and
we know this
Primary focus is aimed towards
empowerment for the competitive, athletic user

However, there is also a shift of focus to the more
casual, recreational user
VALUE
PROPOSITION:
Nike creates
emotional attachments
that leave consumers with
feelings of empowerment
, giving it the advantage of reaching the ‘
self-expressive
’ level of benefits
Current
TARGET MARKET:
Ideally the
professional athlete
, with our innovations and products seeking to develop athletic potential
COMPETITORS:
Industry is highly competitive and there are many prominent players
Constantly faced with emerging competition with brands such as Adidas, Reebok, Puma, Under Armor and Asics
WE ARE
THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL IN THE WORLD!
We have footprints in
190 COUNTRIES
Sustained
competitive edge:
Focusing on
innovation
and introducing proprietary products - Nike Air, Lunar, Dri-Fit, FlyKnit
Endorsement deals
with high-profile
athletes
- Neymar, LeBron James, Roger
Federer
so how do we compete?
#JUSTDRINKIT
"Nike has
reached maximum capacity and peaked
in the realm of health and lifestyle clothing, footwear and equipment compared to its competitors. Nike will be
expanding
its operations into the
health drinks market
. Nike will set up
juice bars
within its existing retail outlets which will create and sell a variety of
freshly made juices to health conscious consumers
. Nike will extensively use its
current brand image and status
as a key
factor in driving success
."
PRODUCT:
PRICE:
PLACE:
PROMOTION:
NIKE CLIQUE
CONCLUSION
Premium freshly made juices with the finest and freshest ingredients
Sleek and modern recyclable packaging with gold and black to symbolise strength and endurance Nike swoosh will be prominent with the hashtag #JUSTDRINKIT
Premium pricing of $8 to reflect the current status and image of Nike
Option of added protein or supplements to target athlete orientated consumers so we can target both markets
Nike Fuel will be available across the
Top 10 Nike Retail Outlets
in each capital city across Australia
Juices will be
made to order
within the location to ensure
freshness
High visibility
with high levels of
customer flow
due to Nike's status
Distribution networks will be sourced
locally
with seasonal ingredients.
Very short
lead times
from the source to the store to ensure freshness and efficiency.
Nike will heavily rely on WOM from its existing loyal and ethusiastic customer base.

However, in order to attain initial customer awareness, Nike will implement and invest in national widespread advertising promotions, on TV, radio and social media, which will emphasise Nike's new offering as a way of life.
Competitive
power
Only apparel brand to offer juices
Strong base of loyal customers globally
Little threat of competitors so substitute possibility is low
High barrier of entry into market so large companies like Adidas can imitate but they do not have our market share
Consumer
Profile
Age:
20
Household income:
$20,000
Occupation:
Full-time student with part-time office job
Location:
House in Sunderland
Behaviour:
Makes own buying decisions and is influenced by societal standards
Chooses products to be up to date with latest trends
Everything consumed has to be a well-known brand
Recreationally exercises yet is aware of importance of healthy lifestyle
Loyal to Nike for its variety and the athleticism perceived with the brand
Nike... a way of life
Nike's idealogy is based on a
pursuit of excellence
in which peoples' lives are improved through competition, fair play, fitness and self-esteem
WHERE ARE WE NOW?
WHERE ARE
WE GOING?

industry
analysis
Healthy eating, being energetic, constantly on-the-go, and being fit
Needs for convenient and quick food and healthy beverages
CUSTOMER NEEDS:
Primarily to show off a status of being healthy and fit
ENVIRONMENTAL
TRENDS:
Market Gap:
offers recipes and health food bars
THE GAP WE'VE IDENTIFIED!
Relatively inelsatic demand from consumers who seek premium, fresh and healthy alternatives
Competitors' Pricing:
on average per 750ml
Boost Juice:
Top Juice:
Gatorade:
Powerade:
Red Bull:
V:
Ice tea:
Based off market research, Nike consumers favour quality goods at a premium than cheaper goods that sacrifice quality.
THE NEW
TARGET MARKET
HOW ARE WE
GOING TO GET
THERE?

OUR
PRODUCT IDEA

4 P's
NikeFUEL
New Competitive
Threats
Direct:
Indirect:
Potential:
Boost Juice, Top Juice.
Leading supermarkets, gyms.
Adidas, along with other major
sporting apparel brands,
entering this market.
Substitutes/
Alternatives:
Energy drinks (Red Bull, V), Ice Tea (Lipton).
HOW ARE WE GOING TO LAUNCH?
4
Categories
Energy Fuels:
super Fuels:
Protein Fuels:
Detox/Green Fuels:
Future growth
strategies:
"Provides a hit of energy to keep you fuelled throughout the day"
Nike Fuel will expand to more locations across Australia and intends to enter the US market once the new product/concept is established and accepted as a key success factor for Nike.

Nike Fuel intends to eventually, branch into stand alone Nike Fuel stores, be a prominent store at events such as health and fitness expo’s and sporting events as well as setting up vending machines with some of the most popular juices to increase accessibility and visibility.
Our existing target market: The professional athlete

But also:
Young athletes
because it will form our target market in the future.

Individuals
embracing current lifestyle trends
, such as healthy eating and regular exercise.
Sample: Superfruit Punch
Ingredients: Acai Berry, Goji Berry,
Cranberry, Pomegranate

Packed with antioxidants, vitamins and zinc.
Acai
; contain amino acids which promote muscle performance, energy production, endurance and strength.
Goji Berry
: Contain Vitamin C, B2, A, iron, selenium and other antioxidants.
Blueberries
; great source of Vitamin C.
Pomegranate
; Cardiovascular, cholesterol and blood pressure benefits.
Use the
same sources of inputs
(i.e. fruits and vegetables across NikeFuel Stores which are in close proximity to ensure consistency in products.

There is a lifestyle change and significant trend towards regular exercise and training, and healthy eating.
1. Being fit and healthy is now used as a means to define someone's status and identity
2. Rapid rise in healthy eating as a means of changing their diet, rather than solely exercising.
3. However, one trend remains a concern:
Food trucks are recognised as a modern and trendy alternative
Sample: Berry refreshing
Ingredients: apple, grapefruit, banana, guava, raspberries, pomegranate, cranberries


The SuperFuels range alkalize’s the body, aids in weight loss, regulates diabetes, helps digestion, cleans the skin, and makes the perfect snack.
"Give you superpowers to get through the rest of your day"
Sample: Berry refreshing
Ingredients: Banana, Blueberries, Oats, Coconut Water, Honey, Whey Protein Powder, Chia Seeds.



"Stay toned and terrific"
Protein Fuels help to shorten recovery time after exercise and stave off hunger pangs. B6, manganese, vitamin C, and copper, not to mention the fiber and potassium we all know and love.
Sample: green with envy
Ingredients: Celery, Kale Leaves,
Green Apple, Parsley, lemon juice,
Lime Juice, Ginger




Provides an excellent source of vitamin K and molybdenum. It is a very good source of folate, potassium, dietary fiber, manganese, and pantothenic acid. The detox/Green range is also a good source of vitamin B2, copper, vitamin C, vitamin B6, calcium, phosphorus, magnesium, and vitamin A.
Market potential in juice bars

According to the IBIS World’s Juice and Smoothie Bars market research report 2015:
Revenue is currently at $349m in 2015 and is expected to grow by 4.2% over the next 5 years.
"Feel fresh and revitalised"
Specific Promotional
Activities:
Social Media Campaigns
-Instagram, Facebook, Twitter where constant updates about the latest juices and health tips will be posted daily.

Nike Loyalty Cards
- every 10 juices, get one free to encourage repeeat purchases and brand loyalty.

Stands at
Sporting, Health and Lifestyle Events
Sponsoring sporting events
as a way to promote the brand and its healthy living image

Celebrity Endorsements
from health celebrities and professionals.

Industry Credibility
- Attaining the Heart Foundation 'Tick of Approval' further reinforces and upholds Nike's promise of providing healthy and nutritional products.
The attainment of ‘near fanatical’ customers is possible because
Nike sells more than a product
, and promoting healthy eating but rather they
sell a lifestyle and a higher way of life.

Nike aims to fundamentally create an
entirely new universe

Place the customers in the very center of their world.
The Success
of Nike Clique:
The Nike swoosh is believed to be one of the
most recognizable brand icons
in the world, it conveys "Nike" without need of words.

Nike Clique members are truly attached and intensely devoted to the product/service Nike provides. Nike Clique has potential to be a worldwide success because:
Nike have achieved a
superior level of customer loyalty
; customer’s exhibit a strong sense of
trust
and
confidence
in the brand’s quality of goods.
Nike’s brand loyalists perceive
no true competitors
to the brand as there are
no substitutes
for the "true" brand.
Loyalty has been
sustained over time
(as opposed to fads which are unsustainable and short-lived)
Nike customers feel as if they are
purchasing more than an ‘actual’ product;
Nike customer’s embrace Nike’s products as a ‘way of life’
Those who belong to
Nike Clique
are those consumers who identify Nike as more than just a brand, but as a way of life.
They believe they embody all that Nike represents.
Ingredients:
Kale
Celery
Apple
Cucumber
Parsley
Fennel
Lemon
Key Benefit:
Chlorophyll
, the green pigment in plants, helps oxygenate the blood, creating increased brain function and physical energy.
Co-Creation Marketing
- involve consumers in value creation process
Marketing
at high-profile
sporting events
- Soccer World Cup, Rio Olympic Games, Super Bowl
Portfolio of globally recognised brands
- Converse, Hurley, Jordan
Taste Test!
KALE CLEANSE
$6.50 per 750mL
$6.50 per 750mL
$5.00 per 750mL
$5.00 per 750mL
$9.00 per 750mL
$5.25 per 750mL
$5.25 per 750mL
Full transcript