Nike marketing report

Nike marketing report

Introduction & marketing audit (will be modified at the end as it needs recommendations and findings.

Nike is ruling on the world of the sports industry and athletic show for decades (–). However, to sustain on the top of the industry is a considerable challenge in the evolving trends of fashion. To meet those challenges, Nike creates some specific standards to maintain its uniqueness. Therefore Nike’s research and development team is striving to renovate its products according to the needs of their existing and potential customers (–). Thus, then the company needs a robust marketing audit, which defines as the vital part of the rigorous marketing planning process, which is related not only with the initial process but also with the final execution of the product (–). Moreover, the marketing audit is based on internal and external planning, and different tools such as PESTL analysis, Porter’s  analysis, and SWOT analysis (–). Nike’s company is using SWOT analysis for its marketing audit, which is divided into Strength, Weaknesses, Opportunity, and Threats

Proposed segmentation, targeting and positioning in Collaboration with Alessandro Michele

Segmentation

Nike’s fan following spreads all around the world, and people from all walks of life would love to use Nike’s products. However, people aged between eighteen years to forty-five years are prime buyers. The specific population constructs mainly on those people who love sports-related products, since the inception of this company they focused man. However, the recent women’s world cup sponsored by Nike changes its male-dominated approach toward the sportswear. However, Nike seems to focus more on men’s needs as the women’s range of footwear is still limited to sports or some casual footwear. The proposed segmenting strategy for Nike is to cater to the household and working strata of the women. For instance, a multitasking mother and superstore supervisor need something comfortable and trendy to fulfill both roles, and a corporate executive also needs something comfortable and stylish due to her countless assigned or non-assigned duties. So, Nike needs to work in specific women’s needs, such as designing particular shoes for pregnant women as most of them suffered from foot swelling, and comfy stretchable shoes can be a soothing feeling for them. Particularly for working mothers as are accountable for both familial and professional responsibilities along with existing and upcoming children.

Targeting

Nike targets multiple niche markets and provides customized products to its customers; their online pages give liberty to the customers to choose their desired colors and designs (–).  However, the proposed targeting strategy to target those women who left their dreams due to their familial and professional responsibilities. The advertisements will show a woman who wants to excel in their career, but left everything for their children and Nike shoes bring comfort in her life to minimize the intensity of her responsibilities and help them to achieve their desired goals.

Positioning

The current position of Nike’s sportswear is trending on the top of the list, and after “just do it,” the slogan “women is crazy” is reaching the height of popularity. However, is the considerable noise of athlete women’s craziness, the voice of ordinary women with extraordinary everyday sacrifices, and dreams are missing?. Therefore, to address the voice of ordinary women, the proposed product will fall under the category of middle luxury to take all the women on board.

Source: The Luxury Continuum, Anonymous adapted from Alleres, 2003

Figure 5: The Luxury Continuum

So, to create a new Nike lover population, a girl next door should be considered. According to the products, place, promotion, and price (4Ps) marketing strategy, the design of the product cater the needs of above-mentioned women, placed with Nike’s signature products, promote through gender-centered slogans and prices should be reasonable to make the most of it.

Source: Anonymous-2018

Figure 1: 4Ps Model

Alessandro Michele’s Stylish Magical Touch

Gucci’s creative directors is famous for his revolutionary paradigm shifts in the world of fashion, and he introduced a range of women’s footwear, which is catering to women from all classes. The strategies mentioned above will come alive through the creativity of Alessandro as he is outstanding gender equity in his designs.

Proposed product features, pricing & distribution

The product is mainly designed with the collaboration Alessandro Michele’ which aims to provide comfortable and cost-effective designer footwear for housewives and professional women. The proposed product will provide ease and style at the same time to curb the intensity of the working women; in the following paragraphs, the discussion on features will be presented along with the potential pricing strategies. For this reason, two pictures from Gucci and Nike’s official website is taken to do a comparative analysis to explain the fusion of comfort and style with Alessandro’s creative touch.

Source: Official Nike’s website-United Kingdom

Figure 1: Nike’s Women Footwear

In the above six pictures, Nike’s women’s wear is presented with their prices, this footwear is famous in athletes and sports personnel, but an ordinary woman is still not in the target population, who wants to win the real-life race. In contrast, Figure two tells the different story as, under the supervision of Alessandro, Gucci has created phenomenal designs for women to help them to meet their challenging daily routine with class.

Source: Official Gucci’s website

 Figure2: Gucci’s Women Footwear

The above designs from Gucci’s latest fashion line for women show the creativity, class, and comfort in a single frame, unlike Nike Gucci caters women’s needs to increase the fan following of Gucci.  The proposed product of Nike will use Nike’s sneaker’s material and make stretchable and foldable stuff pumps and loafers. The proposed product will be available in different colors to only cater to young women’s needs but also ease the feet of older women. The unique design of this product will keep the feet warm in the cold weather as the UK’s weather turns colder in the last few decades due to climate change.

Source: Official Borjan and Ali express websites

 Figure 3: Proposed Product Design

Overview of proposed product pricing approach

Since Nike is known for its high prices, except in some cases (–). The product will be designed to cater to the needs of all types of women; for this reason, penetration pricing strategy is the best option. At the initial level, the company sets low prices to capture a large number of women, and then slowly and steadily, costs will be increased. However, the cost of this product will not go beyond the buying power of lower and middle-class women.  This strategy will give a sufficient profit to the company and a cost-effective quality product to the consumers.

Outline the proposed distribution approach

The proposed approach for this product is online channels to cut down the cost of the transition of the articles to Nike’s outlets as the company will already using penetration pricing policy. Figure number four is an example of McGoldrick’s 2002 model’s depiction of a company’s distribution, marketing, and pricing strategy, however, it not directly linked with the proposed design, but the channel’s flow is the same. The retail environment would be vivid-colored websites with contemporary music and appealing visuals, along with a pro-active support unit. Easy steps of placing an order will also help older adults to place orders through user-friendly features; Nike’s official mobile app will also help to save the time of busy mothers and working females. The rest of the features of this model, such as emotional states, direct experiences, and images formed, immediate outcomes, and longer-term outcomes, are the same. However, the straightforward aspect of this model in Nike’s new product is a little different as this product is available in online stores only. The approach is an intensive distribution strategy as the product is available on the website, which is accessible to everyone.

Source: Pop store environment Anonymous (2018) adapted from McGoldrick (2002)

 Figure 4: Proposed Product Design

Proposed marketing communications strategy

Stage 4: Proposed marketing communications strategy (approx. 800 words)

– You must pay particular attention to this element of the marketing mix. You are required to

outline the proposed communication tools you intend to use to achieve your objectives and

market positioning. Creative implementation in the form of campaign content, message and

creativity, scheduling (what happens when for how long and with what frequency), and

budgeting should be discussed.

– You should also include visual examples of proposed communication content and creative

execution.

Expected content (see week 6-11 lecture notes):

• Prepare a promotional campaign utilizing the elements of the marcomms mix as

appropriate. Outline the tools used, media chose and message;

• Ensure your chosen communication activities are aligned with your objectives and

market positioning;

• You are not expected to use all the marcomms mix tool, but those relevant to

achieve your objectives;

• Which media will you be using and why? What is the core message for the campaign

and why?;

• You are required to propose a creative implementation in the form of campaign

content, message and creativity;

• For media planning and budgeting, please use the excel spreadsheet that has been

provided for you (in Moodle, MM, Lecture material, week 10). Feel free to amend it

according to your proposed marketing communications strategy, e.g. duration of

collaboration, tools used;

• Duration: amend according to length of collaboration, e.g. 1 or 2 quarters;
• Map out different media that you are using (tools, class, media type), when,

frequency, and costs e.g. media and celebrity costs should be included (where

relevant), do not include agency fees, creative and production fees;

• Conduct some online research to find out rough costs of media vehicles – you are

not expected to be too specific, but to understand the process;

• This spreadsheet has to be inserted as a table in the appendix and adequately

commented on in the main body of your assignment;

• You should comment on budgeting in the main body of the assignment – not just

provide costs in the spreadsheet with scheduling and budgeting, but you should also

comment on the method(s) used to propose that estimated budget for your marketing

communications activities

Conclusion 100 words

Refrences

Appendixes

https://www.nike.com/w/new-womens-lifestyle-shoes-13jrmz3n82yz5e1x6zy7ok

https://www.selfridges.com/GB/en/cat/gucci/shoes/

http://www.aliexpress.com/i/32958185030.html

https://www.borjan.com.pk/collections/shoessale-women