nike

1. MARKETINGMANAGEMENT
STP & MARKETING MIX
ASSESSMENT ON NIKE
SUBMITTED BY:
BOMMU SUCHIRI
DIVYA LAKSHMI
TANISHKAR
VAISAALI V
ILA DEVI UNNI

2. ✓ BlueRibbonSports was founded by Phil BowermanandPhil Knight in 1964later on
becameNIKEInc.in1978
✓ NikeInc.isanAmerican multinational Corporation that is involvedin the design,
development and marketing of footwear, apparel, equipment, accessoriesandservices
✓ It is one of the world's largest manufacturers and suppliers of athletic shoes,
sportswear and a major manufacturer of sports equipment.
✓ The Nike Swoosh has been made into a cultural dissemination that stands for
athleticism, power, fitness, and all other values Nike attempts to incorporate into
their brand image. The company’s advertising has established the Swoosh as one
of the most recognizable logos that symbolizes athletic excellence, a spirit of
determination, hip authenticity, and playful self-awareness.
ABOUT THE BRAND

3. GLOBAL COMPETITORS OF NIKE
1. Adidas
2. Reebok
3. Puma
4. Fila
5. Converse
6. New Balance
7. Under -Armour
8. K – Swiss
9. Asics
10.Li- Ning
11.Jordan
12.Vans
13.Sketchers
14.Brooks
The above said are some of the major global level competitors of
NIKE

5. SEGMENTATION
ANALYSIS
• Demographic Segmentation
• Behavioral Segmentation
• Psychographic Segmentation
• Geographic Segmentation

6. ❖ DEMOGRAPHIC
SEGMENTATION
Depends upon: age, gender, ethnic background, family
cycle etc.
This segmentation is widely used. Targets customers based on age & gender
Age: 11- 45 years old, with greater weight to teens in order to bring long-term
customer goals.( promo campaign before football world cup, where players
played with teenagers).
Gender: Even though male purchasers are more, recently nike has invested
heavily in females by launching variety of female sport lines.
NIKE does not segment on the basis of ethnic background including nationality,
race, religion etc. and hence does not take into account segmentation base on
life cycle.

7. ❖ BEHAVIORAL
SEGMENTATION
NIKE focuses on the way it makes its customers feel
The “Athletic Feel” & unique quality
Various innovative products.
• Utility Based: basketball, cricket, football,
outdoor, baseball, tennis, track and field
• Style based: cleats and spiked, court sandals and
flip flops, pegasus, boots
• Technology based: Nike free, Nike Shox, Air Max,
Lunarlon
NIKE also gives its customers opportunity to share
and review the products.

8. ❖ PSYCHOGRAPHIC
SEGMENTATION
Depends upon: life cycle, personality, activities,
interests etc.
• Nike’s mission statement : “To bring
inspiration and innovation to every athlete in
the world ”
• Lifestyles and Personalities: Individuals with
interest in sports
• Run with Me , Sports Improvement Clinics,
Social Media contests

9. ❖ GEOGRAPHIC
VARIABLES
• Depends upon: country, world and country
region, city, climate etc.
• International brand
• All major cities (focus on urban areas)
• Population Density

10. TARGETING ANALYSIS

11. In targeting the company systematically
choose the segments that will allow to most
effective and efficient way to achieve its goals.
The target markets of NIKE:
•Youth
•Sport Enthusiasts
•Urban Area
• High income groups
•They have unique features like custom
designed shoes , and a great online selling
platform.

12. TARGETING

13. POSITIONING
ANALYSIS

14. POSITIONING:
TARGET MARKET
• Expanding Women’s apparels
• Women in 20s and 30s driving the ‘athleisure
trend’
Women
• Kids are growing part of Nike’s business
• Young athletes wear products through
sponsorship with clubs and federations
Professional athletes such as NFL wear Nike Gear
Athletes
• Running is heritage and largest performance
category
• Nike’s innovation efforts are focused in running
category
Runners

15. POSITIONING: POINTS OF
DIFFERENCE
NikeID: Customize your shoes and gear
Nike + Running App, Nike + Training Club,
Nike + iPod
Jordan Product Line
Presence in all sports; Cricket, Basketball,
Football, Tennis, etc

16. POSITIONING: POINTS OF
PARITY
Electronic performance technology:
measure and compare your performance
Cater both men and women,known
globally, athletic and sports wear
Ambassadors representing theirbrand

17. ➢ What is marketing mix?
The marketing mix refers to the set of actions, or tactics,
that a company uses to promote its brand or product in the
market. The 4Ps make up a typical marketing mix - Price,
Product, Promotion and Place. Pricing can also be used a
demarcation, to differentiate and enhance the image of a
product.
Marketing mix
4P ANALYSIS

18. MARKETING MIX
ANALYSIS
Product Price Place Promotion
Footwear Authorized Showroom of Nike, BATA,
Sports World
Sportwear Authorized Showroom of Nike-US, India
Authorized Showroom of Nike-US, IndiaAccessories
RS.7000
RS.2000
RS.3500

19. PRODUCT
•Several lines of athletic shoes and apparel
•Product mix width consist of athletic shoes, apparel and sports
equipment
•Product mix depth, for example, in athletic shoes are
basketball, running, baseball etc.
FOOTWEAR:
Running
Basketball
Soccer
Sport-inspired urban shoes
Children’s Shoes
PERFORMANCE EQUIPMENTS:
Bags
Socks
Sport Balls
Eyewear
Timepieces
Electronic Devices
Bats
Gloves
Protective Equipments

20. Nike offers a wide range of shoe, apparel and
equipment products all of which are currently its
top-selling product categories. Nike started selling
sports apparel, athletic bags and accessory items in
1979. Their brand Cole -Haan carries a line of dress
and casual footwear and accessories for men,
women and children.
They also market head gear under the brand name
Sports Specialties, through Nike Team manufactures
and distributes ice skates, skate blades, in-roller
skates, protective gear, hockey sticks and hockey
jerseys and accessories.

21. PRICE
Nike’s pricing is designed to be competitive to the other fashion
Shoe retailer. The pricing is based on the basis of premium
segment as target customers. Nike as a brand commands high
premiums. Nike’s pricing statergy makes use of vertical
integration in pricing wherein they own participants at differing
channel levels or take part in more than one channel level
operations. This can control costs and influence product pricing.
•High price
•High-end products
•Value based
•Competitive

22. PLACE(distribution)
Nike shoes are carried by multi-brand stores and the exclusive Nike stores
across the globe. Nike sells its product to about 20,000 retail accounts in the
U.S. and in almost 200 countries around the world. In the international
markets, Nike sells its products through independent distributors, licensees
and subsidiaries. The company has production facilities in Asia and customer
service and other operational units worldwide.
•Multi- brand stores and exclusive nike stores across the globe.
•700+ shops around the globe
•Retail experience
•Nike town

23. PROMOTION
Promotion is largely dependent on finding accessible store locations. It also
avails of targeted advertising in the newspaper and creating strategic
alliances. Nike has a number of famous athletes that serve as brand
ambassidor such as the Brazilian Soccer Team (especially - Ronaldo,
Renaldo, and Roberto Carlos), Lebron James and Jermane-O’Neal for
basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.
Nike also sponsors events such as Hoop It Up and The Golden West
Invitational. Nike’s brand image, the Nike name and the trademark swoosh;
make it one of the most recognizable brands in the world. Nike’s brand
power is one reason for its high revenues. Nike’s quality products, loyal
customer base and its great marketing techniques all contribute to make
the shoe empire a huge success.
•Sponsorships
•Advertising
•Event partners
•NBL AND NFL
•Soccer, Golf and FIFA world cup