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Nike Marketing Plan
Transcript of Nike Marketing Plan
W. Covell Anthony
23 April 2014
Table of Contents
To bring inspiration and innovation to every athlete* in the world.
*Nike defines an athlete as
'anyone with a body' in
accordance with the
philosophy of University of Oregon coach,
who used athleticism
to show individuals the key to achievement.
Items are manufactured and sold in 43 countries around the world
Have items geared toward specific sports that are only played in certain countries.
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
: if person has high self-value, they will want the most efficient product that will best help them better themselves
: depending on sports and activities a person does in their everyday life, will get shoes to cater to their needs
Strong brand identity
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
International trade =
Mix of Concentrated and Differentiated Target Strategy
Specialty Athletic Shoes
Shoes for everyday wear
Sponsor athletes and televised sports events
Sponsor athletic complexes and athletic programs
Nike electronic products
Sports agency (no longer exists)
Locational Excellence & Place
Growth Strategy: Product Development
Nike plans to release the Nike Air Mag in 2015
This sneaker will feature self-tying power laces