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  • 8/10/2019 Nike launch Product


    Our product

    What is Nike?

    Nike is the leading designer, marketer and distributor of athletic footwear, apparel,

    equipment and accessories for a variety of sports and fitness activities in the world.

    The product we chose is Nike shoes which is very popular product among the

    youngster and athletes in U.A.E. Nike has an already brand name in the market.

    The shoes can make our feet free. This service was used before Nike Free 3.0 V4

    and Nike Free +3 appeared on the market. The customers can choose Nike Free 3.0

    or 5.0 to have the suitable shoes. They also can select their favorite color to show

    their personality. Actually, there are many famous persons who have chosen this

    service. These people include Li Na, Liu Xiang, American sprint athlete Allyson

    Felix, Soda green band's lead singer Wu Qingfeng.

    The message we made for the promotion of Nike shoes through media is:

    It gives we the Nike feel just do it

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    Our primary target market is athletes in U.A.E and around the globe. Through this

    print media add we will attract our customer through excitement as the football

    world cup is also coming so its very good time to target our customers by creating

    some passion of sports in them by using this print media add. BY using this ad we

    will target our primary market through internet where we can easily communicatethem in the form of this add.

    Nike demographic segment

    By age

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    By Gender


    Nike Mission Statement: To bring inspiration and innovation to every

    athlete in the world Nikes goal is to carry on the legacy of innovative thinking; whether that

    involves developing products that help athletes reach their full potential, or

    create new business opportunities that set them apart from the competition.

    The other principle goal of the company is to create business opportunities

    that set Nike apart from the competition and provide value for our


  • 8/10/2019 Nike launch Product


    Nikes Marketing Strategy

    Nikes marketing strategy reposed completely on its brand image, which has strong

    global presence and continued to grow over the years.

    The brand image has kept floating as the result of solid relationship with Nikes

    logo that is unique in itself. Further uniqueness and brand image is created with

    shibboleth Just Do It.

    The logo and shibboleth has been extensively used in TV commercials and web

    advertorials. Nike is amongst the leading companies which are heavily investingon print and TV commercials.

    What is the Market Segmentation of Nike?

    Most of the customers of Nikes products come fromone or the other form of

    sports fraternity. Nike encourages the advertisement of its products by entering

    into the sponsorship agreements with celebrity athletes, professional teams, apart

    from the college athletic teams.


    It was in the year 1982 that Nike for the first time came live for national television

    ads during broadcast of the New York Marathon. The Cannes Advertising Festival

    offered Nike as its Advertiser for the Years 1994 and 2003, making it as the first

    company for receiving the honor twice.

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    Nike got Emmy Award for best commercial twice ever after the award was first

    created in year 1990s. The first award was The Morning After, a sardonic look

    that the runner faces on the morning of January 1, 2000 if Y2K problem turned out

    to be a reality. The second was a 2002 spot named Move, shows sequel of well-

    known and everyday athletes in different athletic pursuits.

    Nike also used Beatles song Revolution in a 1987 commercial. In this manner,

    Nike made a string base of number of consumers and these were the consumers

    who had pretty good intentions to buy.

    Nikes Product Strategy

    Nike puts in place variety of innovative strategies for targeting their instantaneous

    consumers; athletes and other sportsmen. The targeting strategies primarily go in

    the form of sponsorship advertisements.

    By focusing on the athletes, Nike is trying to reach to maximum number of athletes

    in less of time. In a scenario where the team manager of any team recommends

    Nike shoes, the whole team is left with no other choice except to go for the shoes.

    The second strategy applied by Nike is to exclusively design the product

    destination. This is done by closely associating success with particular Nike shoes

    category. Here the effect is further increases by using the sub minimal concept of


    Nikes pricing strategies

    Nike always targets the customers who develop a special kind of intimacy with the

    product that ultimately leads to the development of loyalty.

    It is due to this reason that Nike has established itself in the market with the

    products higher in price than its competitors. With the high pricing points, the

    projected value of product can move up significantly.Taking the consumer trend into account, the Psyche of consumer demands that in

    the situation where the quality of product is high, consumers can go ahead to pay

    high price for the product and that too consistently. After the loyalty has been

    established between the product and consumers, Nike takes the advantage to

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    associate their consumers with their price. Nike knows that consumers will be

    ready to pay for the product, provided it bears the Nike Logo.

    Furthermore, Nike also brings into practice the vertical integration pricing,

    wherein, they take the advantage of ownership of consumers straight to the channellevels. They also go for the assorted channel level operations with the purpose of

    controlling the costs as well as persuading the price graph quite substantially.

    Nike Marketing Mix

    Nike is one of the pioneers in marketing and the marketing mix of Nike is one of

    the strongest. Depending mainly on pull strategy, it has established its hold in face

    of major competitors like adidas and reebok. Read on for its product marketing


    1. Product

    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.


    Nikespricing 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. Nikes pricing strategy 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 andinfluence product pricing.

    3. Place

    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

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    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

    4. 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 ambassadors such as the Brazilian

    Soccer Team (especially Ronaldo, Renaldo, and Roberto Carlos), Lebron James

    and Jermane ONeal 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.

    Nikes brand images, the Nike name and the trademark swoosh; make it one of the

    most recognizable brands in the world. Nikes brand power is one reason for its

    high revenues. Nikes quality products, loyal customer base and its great marketing

    techniques all contribute to make the shoe empire a huge success.

    New Online Media Plan

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    Nike has a very loyal consumer following, across the board in all aspects of

    sports and fitness. There needs to be a more consistent way to communicate

    with the consumers who are not only loyal followers but also attracts new


    A new plan needs to be put in place to increase online sales of Nike productsand traffic to the Nike websites.

    Incorporating more fan interaction and update geared advertising to inform

    consumers off all the behind the scenes and buzz worthy things the Nike

    brand is currently unveiling and offering will be a primary focus of this

    online campaign.

    Message & Media Strategy plan:

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    The strategy plan we use to target our market is through social media and