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Nike Marketing Plan

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by

Covell Anthony

on 23 April 2014

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Transcript of Nike Marketing Plan

Nike Marketing Plan
Group 7
Kady Field
W. Covell Anthony
Jeff Bennett
23 April 2014
Table of Contents
Mission Statement
Mission Statement
Excellence
SWOT Analysis
STP
Marketing Mix
Performance Evaluation
To bring inspiration and innovation to every athlete* in the world.


Excellence
*Nike defines an athlete as
'anyone with a body' in
accordance with the
philosophy of University of Oregon coach,
Bill Bowerman,
who used athleticism
to show individuals the key to achievement.
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Segmentation
Geographic
Items are manufactured and sold in 43 countries around the world
Have items geared toward specific sports that are only played in certain countries.
Demographic
Almost all sports shoes categories separated into Men's/Women's/Kid's, but certain categories have only Men's/Boys or Women's styles
Psychographic
Self-value/concept
: if person has high self-value, they will want the most efficient product that will best help them better themselves
Lifestyle
: depending on sports and activities a person does in their everyday life, will get shoes to cater to their needs
Behavioral
Strong brand identity
Multinational company
Celebrity endorsements
Loyalty Programs:
High prices
NIKE Club: Romania, UK
NIKE Olympia: Czech Republic & Slovakia
Paying for the brand
Sponsor big events such as the 2014 World Cup
Aim to be a fashion brand
Industry competitors
International trade =
currency fluctuations
Customer Excellence
Operational Excellence
Customer Loyalty
Customer Service
Strong brand
Unique Merchandise
Positioning Strategy
Loyalty Program
Performance Evaluation
Marketing Mix
Price
Commercial Advertisement
Product
70%
120 M

Targeting
Mix of Concentrated and Differentiated Target Strategy
Specialty Athletic Shoes
Shoes for everyday wear
Positioning
Sponsor athletes and televised sports events
Sponsor athletic complexes and athletic programs
Memorability

Persuasiveness

Resonance

Edge
Portfolio Analysis
Cash cows
Stars
Question marks
Dogs
Athletic footwear
Nike apparel
Golf equipment
Nike watches
Nike electronic products
Sports agency (no longer exists)
Locational Excellence & Place
2
0
0
0
0
Premium Segmentation
Growth Strategy: Product Development
Nike plans to release the Nike Air Mag in 2015
This sneaker will feature self-tying power laces
Promotion
Full transcript