The Nike Shoe Marketing Mix and Segmentation Project



The Nike Shoe Marketing Mix and Segmentation ProjectIn this activity you will use your knowledge of the marketing mix and market segmentation to create your product and promotional sample.Scenario: Congratulations you have just been hired by Nike to promote a new shoe concept they are releasing. The idea is to add a GPS tracking component within a Nike shoe. This feature may be added to several different Nike product lines to benefit different target markets. This is your biggest account to date, and you know that you have to impress Nike to keep them on as a client. Your task as their marketing consultant is to first pick a target market which would benefit from this type of added technology, for example, runners, children, military, hikers, etc. Second, using (or an alternative website if desired) design the shoe so that it will appeal to the selected target market and label its components and features. Below is a sample of what your GPS shoe product may look like upon design completion:Finally, you will develop a promotional tool that Nike will use to advertise the new shoe to the selected target market. Nike wants to really promote this shoe hard. They feel that with the right marketing they will be able to sell as many of these shoes if not more than the Air Force One’s. In a few days, you will present your marketing strategies, GPS shoe creation, and promotional sample to the Nike executives using PowerPoint, Prezi, or other professional presentation software. To be successful, you will need to implore professional oral, written, and digital communication skills.Target MarketState who your target market is and why? Emphasize demographics, psychographics, geographics, and any behavioral elements (ex. usage rate or reason for purchase).Product What will you name the shoe?What will be the slogan?Present your GPS shoe design PlaceWhat stores will you want to put the shoes in? What locations and why?PriceWhat will be the suggested retail price? How did you come up with the price?PromotionHow do you plan to promote the product? Present the promotional sample you created and discuss why it is an appropriate promotional tool for your target market.Conclusion – Wrap up your presentation to the Nike executives by summarizing your key points and thanking them for their time.Name:_______________________________________ Date:________________ Period:_____The Nike Shoe Marketing Mix and Segmentation Project RubricEvaluation CriteriaExcellent(4)Good(3)Fair(2)Poor(1)ScoreQuality of Work, spelling, layoutProvides work of the highest quality with no copying and pasting from the internet, no Grammatical and spelling errorsProvides high quality work, with no copying and pasting from the internet, with some spelling and grammatical errorsProvides work that was partially copied and pasted from the internet, some grammatical and spelling errors Provides work that was copied and pasted from the internet, No grammatical and spelling errors Target marketThoroughly answers all questionsMinor errors which do not distract from the overall answerLacking detail with some parts missingVague and elusiveProductThoroughly answers all questionsMinor errors which do not distract from the overall answerLacking detail with some parts missingVague and elusivePlaceThoroughly answers all questionsMinor errors which do not distract from the overall answerLacking detail with some parts missingVague and elusivePriceThoroughly answers all questionsMinor errors which do not distract from the overall answerLacking detail with some parts missingVague and elusivePromotionThoroughly answers all questionsMinor errors which do not distract from the overall answerLacking detail with some parts missingVague and elusivePresentationPresentation is thorough and organized with good tone, diction and posturePresentation is thorough but lacks organization. Tone, diction and posture are goodPresentation is somewhat complete but organized. Tone, diction or posture needs improvementPresentation is incomplete, unorganized. Tone, diction and posture need improvementTeacher Comments:Total Score: ................
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