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Nike strategic marketing plan

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on 29 October 2013

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Transcript of Nike strategic marketing plan

Nike Strategic Marketing Plan
A marketing plan can be defined as a business document written for the purpose of describing the current market position of Business & its marketing strategy.

NB : Marketing plans usually have a life of 1 to 5 years.

NIKE Brand foundation

= Founded in 1964 as BLEU RIBBON SPORTS ( BRS) by Bill Bowerman & Phil Knight.

= NIKE, inc is an American Multinational corporation that is engaged in the design, development & worldwide Marketing and selling of footwear, equipment accessories & services.

= Headquarters: Washington country, Oregon, United state.

The NIKE vision
= Bring inspiration and innovation to every Athlete in the world.
= Maximize profits to share holders through products & services that enrich people lives.
= To lead in corporate citizenship through programs that reflect caring for the world family of NIKE , teammates, consumers and those who provide services to NIKE.

Purpose of a Marketing plan
The purpose of creating Marketing plan is to clearly show what steps will be included in achieving the business Marketing objectives.
Introduction to Marketing
Nike Strategic Marketing Plan
Marketing Plan include:
= A description of its competitors
= The demand for the product or service.
= The strengths & weaknesses from a market standpoint of both the business and its competitors.

Marketing Plan include:
= Marketing budget, including advert & promotional plan.
= Pricing strategy.
= Market segmentation

Definition of Marketing Plan
What Nike `s Do ?
Delivering the symbol of sports & fitness.

Market sports & fitness products under four brands names:

Major stakeholders
= NIKE stakeholders
= 23,000 NIKE employees
= NIKE contract manufacturers
= Organizations relying on NIKE sponsorship
= Loyal consumers
= Increasing numbers of people exercising and also the trends now is towards casual apparels.

= Security for the companies that have been able to create a niche.
NIKE strategic Marketing plan
Marketing objectives:

=Have a strong representation at global major sporting events.
= Maintain Brand associations with major sports star.
= Maximize associations with stars like : Micheal Jordan, lance Armstrong...

Marketing strategies and tactics
Three main tactics namely:
Urban tactics, psychological tactics and outsize tactics.
= Urban tactic: free sneakers are delivered to inner cities. Hence, that create demands for more.
= Psychological tactic: < just do it >
= Outsize tactic: use of extremely large advert budget, large supply chain, multiple retail outlet.
Where NIKE want to be positioned?
= Brand positioning especially in the four major regions : US, EUROPE, ASIA & USA.
= Continue focus on on the young teen male around the world.
= Increase share of $ 14.5 billion women's Market for footwear & sports apparel.

SWOT analysis

= Brand name recognition.
= Brand loyalty.
= Strong international presence.
= Number 1 manufacturer internationally & domestically.
= Good financial standing.
= Donate over $34 million in cash to different charitable organization.

Swot analysis

= Competitions is very high in the market.

= Decline in US profits, a steady decrease of 2 to 3 percent almost every year.
SWOT analysis

=The industry has reached a leel of maturity.
= Style & technology in athletic apparel and footwear has reached a leveling-off point.

Critical thinking
<< If you have a body, you are an athlete. And as long as there are athletes, there will be NIKE>>.
Thank you for your attention
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