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Nike - New Product
Transcript of Nike - New Product
Core customer value
Delivery and credit
Tracks steps, distance, calories burned, stairs climbed
Timer, stopwatch, heart rate
GPS, location, weather
Wireless, Bluetooth, earpice
1 year international warranty
7 days one to one exchange
Chi Nguyen - CT0201379
Jessica Tran - CT0205565
Darren Sim - CT0203620
Phoebe Goh - CT0211372
Adam Lim - CT0204628
Corporate Vertical Marketing System
Only available at Nike outlets
Major Logistics Functions
Pop-up ads on websites
Send direct mail
More for More
Positioning and Differentiation
charge a higher price to cover the higher costs
Value Based Pricing
Product Mix Pricing
Optional - Product Pricing
(Accessories go with the main product)
Just Run Glasses
Armstrong.G./Kotler.P./Da Silva.G. (2005). Marketing: An Introduction - An Asian Perspective (7th ed., pp. 337-342). Part III: Designing a Customer-Driven Marketing Strategy and Marketing Mix. Chapter 9: Pricing Considerations and Strategies. Pearson Education Inc. Singapore.
Kotler.P./Keller.K.L./Ang.S.H./Leong.S.M./Tan.C.T. (2006). Marketing Management: An Asian Perspective (4th ed., pp. 599-637). Part 7: Communicating Value. Chapter 18 -19: Managing Mass Communications; Managing Personal Communications. Pearson Education Inc. Singapore.
Kotler.P./ Armstrong.G. (2012). Marketing: An Introduction (11th ed., pp. 224-227). Part 3: Designing a Customer-driven Strategy and Mix. Chapter 7: Products, Services, and Brands. Pearson Education Inc. Singapore.
John K. How to promote your sales promotion. Tightwad Marketing. Retrieved http://www.tightwadmarketing.com/promote.htm
Chiamin.L. (May, 2011). Current use of marketing communication in TECO and Sandvik’s online branding. Retrieved http://www.diva-portal.org/smash/get/diva2:452413/FULLTEXT01.pdf.
Shaheel.A. (Apr 30, 2013). NIKE - Segmentation & Targeting. Slideshare. Retrieved http://www.slideshare.net/arveen/nike-segmentation-targeting
Bhasin.H. Marketing Mix of Nike. Retrieved http://www.marketing91.com/marketing-mix-nike/
Nike Case Analysis. Retrieved from http://www.123helpme.com/nike-case-analysis-view.asp?id=166596
Suppliers and Distribution are owned by Nike
Matching with others product (FuelBand, Nike+ Sportwatch,etc.)
Cost Value Pricing
High status item
A prestige quality of product
Prices change based on Product's characteristics
(Same product, Different price)
Everyday athlete, sports person
Total cost fixed $800, no bargaining
Standard Glasses: $800
Customized Glasses: Extra $50