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Marketing

2013.11.26.
by

Xiaotong Xu

on 1 December 2013

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Transcript of Marketing

Lifestyle
4Ps
Product
NIKE Nature +
Level of Product
Core
Customer
Value
Exercises
Actual
Product
Tailor-made Workouts
Personal VS Group
Personal Adviser
transportation setting
track design
NIKE clothing suggestion, measuring & matching
human movement measurement
body test
Augmented Product
1. Online Booking
2. Face-to-Face
Advising Section
3. Accident
Insurance
Fitness Center + Travel Agency
Price
Good-value Method
3Cs
Company
Strength
Weakness
Opportunity
Threat
1. Strong Brand Image
2. Comprehensive sportswear catalogue
3. Existing Training Framework
1. Substantial operating investment

2. Complex global operation
team
3. Overly relying on technological innovation

1. Demographic
2. Cultural
3. Economic
1. Cultural
2. Natural
3. Legal
Globally perceived as an innovative and high performance brand ------ Top-notch athletes as endorsers
Prioritize performance by designing durable and lightweight products, eg leather shoes
Create an innovative image by introducing various high tech products, eg the “Air” technology
Offer the suitable outfits for participants
Nike Training Club
Nike SPARQ
Hong Kong consumers are willing to spend quite a lot in health-related or sports activities
Most HK people don’t have a habit for regular exercise
Bad weather hinders the operation of activities and causes danger to participants as well
In order to use the natural resources for commercial purpose, Nike may need to get the permissions from the land owners, including the government and private owners
Company mission:

Marketing Objectives
Convenience
Package
Professionalism
Personalized trainers
Nature and Safety
Natural environment and proper guidance
Competitive advantage
S
T
P
Segmentation
1. Demographic dimension
totally not outdoorsy
less active
active
Health-conscious population
2. Psychographic dimension
Targeting
1. People who are aged between 35 to 55
3. Health-conscious
2. Earn a relatively high income
higher loyalty
active
less active
Position
1. Convenience
5. diversified package
4. reasonable and affordable price
3. natural environment
2. professional training service
Customer
Hong Kong Consumers:
Features :
Busy in work and pay attention to the convenience and efficiency
Take care of health although lacking of exercise generally
Why Good-value Method?
Good-value Method
Place
Corporate Vertical Marketing System
Promotion
Conclusion
Competitor
Competitors
Decide destination and organize details
Walking Hong Kong
Purchase accessories: e.g. clothing, pedometer, heart rate monitor
Adidas
Plan workout routine e.g. toning, shaping, resistance training
Fitness First
Monitor fitness progress
My fitness pal app
Lose Weight and get healthier
Atkins
Jenny Craig
Less health-conscious population
2
3
5
New Product Launch + 2-year plan
Identify our target customers' needs:
Focused, Less massive integrated promotion
New Product Launch
1. Advertisement:
content:


venue: Billboard in city centers/ in Metros
2. Sales Promotion
Website and Digital Apps:
Discounts both for products and Nike online store
Official Retail Stores:
Coupons used online
3. Directing Marketing
Apps Advertisements in popular Apps:
NEWs Apps, Youtube, Entertainment Apps
2-year Plan
1. Public Relations
chronically sponsor community sports activities
2. Personal Selling
use Nike Nature + as employees' bonus and welfare
regard a company as an individual person
Q&A
Thank you for listening!
Full transcript