IT'S ALL ABOUT TENNIS
[pic]
[Nicolas Almeida]
[Luis Ludena]
[Adnan Malik]
[Santiago Rosa Mora]
[Vincent Vogel]
[Nike Outlet Findlay]
[Nike Outlet Findlay]
Marketing Plan
Prepared: [April 21, 2018]
Table of Contents
Marketing Plan Summary …………….…………………………………..........................
The Business ………………………………………………………………………………………………………………
Market Overview …………………………………….………………………………………………………………….
Marketing Objectives …………………………………………………………………………………………………
Marketing Strategy ………………………………..………………………………………………………………….
Background Analysis ……………………….………………………………………………………………
Business Overview ……………………………………………………………………………………………………..
Vision Statement ………………………………………….…………………………………………………………….
Mission Statement ……………………………………………………………………………………………………..
Business Objectives …………………………………….…………………………………………………………….
Products/Services ………………………………………..…………………………………………………………….
Financial Analysis ……………………………………….……………………………………………………………..
SWOT ………………………………………………………………………………………………………………………….
SWOT Activity Sheet ………………………………………………………………………………………………….
Market Overview ……………………………….………………………………………………………………
Market Overview ………………………………………………………………………………………………………..
Customer/Clients ………………………………………..……………………………………………………………..
Competitor Analysis ……………………………………….………………………………………………………….
Marketing Objectives & Strategies …………………………………………………………..
Product/Services …………………………………………………………………………………………………………
Pricing …………………………………………………………………………………………………………………………
Positioning (Place) ………………………………………………………………………………………………………
Promotions ……………………………………………………………………………………………………………………
People …………………………………………………………………………………………………………………………..
Processes ………………………………………………………………………………………………………………………
Physical Environment ……………………………………………………………………………………………………
Marketing Sales & Activity Chart …..…………………………………………………………………………….
Finances ………………………………………………………………………………………………………………….
Marketing Budget [Year] …………………………………………………………..……………………………….
Contingencies ……………………………………………………………………………………………………….
Monitoring/Measurement Activities ………………………………………………………….
Communication Plan …………………………………………………………………………………………
Supporting Documentation ……………………………………………………………………………
Marketing Plan Summary
The Business
Business name: Nike Outlet, Findlay
Business structure: A partnership with NIKE. INC
Business location: Findlay, OH
Date established: September, 2011
Business owner(s): Nicolas Almeida
Owner/s experience: Double undergrad major, Marketing and Sport Management. MBA in international business CEO for Under Armor 3 years.
Products or Services: Sport goods, and manufacture from company NIKE. INC
Market Overview
Target market:
Our company aim to reach the same market that any NIKE retailer reach. Male and Female from age 10 to 45, mostly with a medium to high income level. The potential of this market is immense due to the large portion of the market reach.
Customer profile:
Our ideal costumer is between the elite athlete to a sport fanatic. Either of those will have a great experience with our merchandise.
Competitor profile:
Adidas, Reebok, Puma and Under Armor are the top Nike competitors but there are many others in the sports footwear market as well. Many of the top sports footwear companies have concentrated on other products besides shoes such as apparels and sports accessories. One of the key advantages of Adidas is that it operates via both the Adidas brand and also has a strong subsidiary in Reebok. The combination of both gives a strong valuation to Adidas as a top competitor of Nike. Also, Under Armour has a fantastic brand valuation because of its fantastic sales in the US market. Under armour is the official uniforms provider for American football, Basketball as well as American Soccer.
But those companies still fail to reach Nike due to a single factor which is, heavy and effective investment on brand recognition. Nike single handed dominates the market in this aspect because they have deals with the most influential athletes of all time.
Marketing Objectives
Goals/objectives:
Our business focusses heavily in distribute the NIKE brand products, also giving a satisfying shopping experience for the costumer. Making sure that the product sold is not a regular product, but a high-quality merchandise of a brand that set trend in the whole world.
Marketing Strategy
Product in the Marketing mix
Our store offers a wide range of shoe, apparel and equipment products, all of which are currently its top-selling product categories. We offer a line of dress and casual footwear and accessories for men, women and children. We 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.
Price in the Marketing mix
Our 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. Using the Nike as a brand, we command high premiums. Nike’s 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 and influence product pricing.
Place in the Marketing mix
Our main carries brand, Nike, has merchandise carried by multi-brand stores and the exclusive Nike stores across the globe. 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.
Promotions in the Marketing mix
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, Neymar, and Roberto Carlos), Lebron James and Jermane O’Neal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf. This certainly adds up to the store notoriety.
People in the Marketing mix
Our front-line staff are trained to strongly impact on the perceptions and experiences of your customers, by showing passion for the brand, company, and sports in general.
Process in the Marketing mix
The buying experience is becoming more and more important as the public learns to expect better service. A poor process will lead to a poor user experience, and some very negative exposure. Letting people know that you have strong secure customer orientated processes in place is key, therefore our staff is highly trained in costumer satisfaction.
Physical Environment in the Marketing mix
Clean, organised, pleasant surroundings will have a really good impact on your customers’ view of your service. Therefore, we keep our location in amazing condition, and also to keep the Nike standards.
Productivity and Quality in the Marketing mix
Nike is always tied with quality; disregard the international supply, Nike still off the best products, procured fairly at the lowest cost.
Background Analysis
Business overview
Business name: Nike Outlet, Findlay
Business structure: A partnership with NIKE. INC
Business location: Findlay, OH
Date established: September, 2011
Business owner(s): Nicolas Almeida
Owner/s experience: Double undergrad major, Marketing and Sport Management. MBA in international business CEO for Under Armor 3 years.
Vision statement: Our vision is to deliver products to the community that inspire then to get an active life and turn into the best version of ourselves and push our limits.
Mission statement: Our Mission statement is “If you have a body, you are an athlete’’. This statement brings back to our vison, to bring to the community great quality sporting gear to motivate everyone to be their best self.
Business objectives:
Short Term:
|Goal/Objective |Description |By when |
|[Goal/Objective name] |[Brief goal/objective description] |[Date of completion] |
|Grater Inventory |Expand the in-store inventory options of products. |August, 2018 |
|Rare merchandise |Acquiring rare and exclusive merchandise, in order to raise the |September, 2018 |
| |awareness of the store | |
|Billboard |Acquiring 3 very large Billboard and spread around the city |October, 2018 |
Long Term:
|Goal/Objective |Description |By when |
|[Goal/Objective name] |[Brief goal/objective description] |[Date of completion] |
|Create partnership with Oregon|Oregon the NIKE headquarters, once we develop the partnership we |Year 2020 |
|distributor |will become official retail store instead of an outlet | |
|Open a second store in |With a large market, Sandusky has an appropriate location for our |Year 2021 |
|Sandusky, OH |second operating store. | |
|Sponsoring a local Sporting |We are considering an opportunity to have our brand as the main |Year 2022 |
|Team |sponsor of a local sport team of university team | |
Products: [What products and/or services do you sell?]
|Product/Service |Description |Price |
|[Product/service name] |[Brief product/service description] |[Unit price] |
|LeBron 15 |The LeBron 15 Basketball Shoe features a new kind of Flyknit and a|$185 |
| |powerful combination of cushioning designed to meet the demands of| |
| |explosive players like LeBron. | |
|Nike Mercurial Superfly 360 |The Nike Mercurial Superfly 360 Elite CR7 Firm-Ground Soccer Cleat|$300 |
|Elite CR7 FG |wraps your foot for a perfect fit and exceptional ball touch, | |
| |while the forefoot plate provides explosive acceleration on the | |
| |field. | |
|Nike Mercurial Vapor XI Neymar|Designed with a textured upper and innovative traction, the Nike |$199.97 |
|FG |Mercurial Vapor XI Neymar Firm-Ground Soccer Cleat enhances ball | |
| |control and promotes quick cuts when playing on short-grass | |
| |fields. | |
|Nike Air VaporMax Flyknit 2 |With the latest Max Air innovation underfoot, the Nike Air |$190 |
| |VaporMax Flyknit 2 Men's Running Shoe brings fresh design | |
| |elements. More support around the heel pairs with the foot-hugging| |
| |feel of Flyknit. The futuristic sole completes the package, for a | |
| |shoe that's as ready for your quick run as it is for an elevated | |
| |look. | |
|2018 Brasil CBF Vapor Match |The 2018 Brasil CBF Vapor Match Home Men's Soccer Jersey is the |$165 |
|Home |same jersey worn by the pros on the field, featuring Nike | |
| |VaporKnit technology for exceptional breathability and lightweight| |
| |mobility. | |
|Nike AeroBill True (MLB |The Nike AeroBill True (MLB Indians) Adjustable Hat features team |$35 |
|Indians) |details on breathable, sweat-wicking fabric. | |
|NikeCourt RF 20 |Celebrate Roger Federer's 20th Grand Slam title with the NikeCourt|$30 |
| |RF 20 Men's T-Shirt, made with soft cotton for all-day comfort on | |
| |and off the court. | |
|Nike SF Air Force 1 Mid |The Nike SF Air Force 1 Mid Women's Boot delivers covert military |$111.97 |
| |utility in a classic hoops silhouette. It's made with ballistic | |
| |nylon, premium leather and a dual-zipper heel for easy entry. | |
Financial Analysis:
Part 1 – Sales Analysis
Revenues as Reported
Nike Outlet Findlay Inc., Income Statement, Revenues
| |12 months ended |
|Brand with dominant market position |Depends on independent manufacturers outside of United States to supply it fabrics and to produce most of |
| |its products. |
|Brand with high technologic innovation | |
| |limited control on the quality of their product. |
| | |
|Highly recognized worldwide, high potential for international costumers. | |
| |Contract manufacturers include China, Indonesia, and Vietnam, meaning that any mistake on the part of the |
| |contract manufacturers affects them too. |
|Opportunities |Threats |
|Tremendous growth opportunity on footwear market. |Counterfeit market |
| | |
|With the advancing ways of broadcasting, more sports are reaching untouched markets. Nike brand can |Intense competition that are trying to reach the number one brand in the world. |
|grow with that. | |
S.W.O.T. Activity Sheet
|S.W.O.T weakness/ threat |Activity to address weakness/threat |Completion date |
|Depends on independent manufacturers outside of United|Aid distributor to raise the standards in the manufacture process |January 2021 |
|States to supply it fabrics and to produce most of its| | |
|products. | | |
| | | |
|limited control on the quality of their product. |Train capacitated people to elevate the quality of the goods from factory |January 2020 |
| | | |
| | | |
|Counterfeit market |Hire and train specialist on detecting counterfeit merchandise to avoid the spreading of those goods that devalue |August 2020 |
| |the brand product. | |
| | | |
|Intense competition that are trying to reach the |Intensily investing in advertising and making sure that every authorize retail, including ours, to maintain the |January 2020 |
|number one brand in the world. |quality that the Nike brand offer. | |
| | | |
Market Overview
The Market
Findlay has registered for the last years to be one of the top business growing cities with a high rate of investment success. According to the article “Fourth consecutive year: Findlay top small city for business growth” by The courier Newspaper mentioned “For the fourth straight year, Findlay ranked first for business growth among 575 small cities nationwide in 2017, according to Site Selection magazine” (Courier, 2018). This reports includes small cities or micropolitans with a population between 10,000 and 50,000.
“Four years in a row as top small city in America is an emphatic endorsement of Findlay, its favorable business climate and its aggressive approach to economic development,” said Gary Daughters, senior editor of Site Selection Magazine. Thus, Nike Store for trendy products definitely has a lot of room for improvements.
The Findlay Formula has resulted in a pro-business environment making it easy for companies to invest,” said Findlay Mayor Lydia Mihalik. With great investors, Nike store in Findlay can open new stores or expand the current one, which represents a big opportunity to capitalize in this growing market.
With the new construction of two hotels, a 100,000 square foot spec building, two multi-family residential communities and a new business school at the University of Findlay, a lot more consumers will be willing to come visit the store. The main reason is that Nike Store in Findlay is focused on offering trendy products, such as CR7 or LeBron James new collection of shoes and new apparel.
“2018 is shaping up to be another outstanding year,” said Brian Robertson. Knowing this upgrowing trend that Findlay is having, more investors and people would be willing to take a closer look in the Findlay Area. One of the best ways to make an impact in the market and capitalize an opportunity is by being timely, hyper-relevant, and individualized. This is the Opportunity Economy, and social media allows to tap into the market. Another good way to capitalize on the market growth opportunities besides social media is by advertising physically in the streets. Nike is an easy-to-recognize product for everyone. Interacting with people about the newest Cristiano Ronaldo’s shoes will be a potential opportunity for growth.
Breaking out the demographics, it is necessary to highlight that Findlay has a population of 41,412 and is the 990th largest city in the United States. Also, the median age in Findlay is 37 which is approximately 7% lower than the Ohio average of 39. Such data shows that people in Findlay are younger than other places, which benefits the store because young people are usually the ones following what the trends are. The gender makeup of the city was 47.6% male and 52.4% female. The racial makeup of the city was 91.2% White, 2.2% African American, 0.3% Native American, 2.5% Asian, 1.7% from other races, and 2.1% from two or more races. Hispanic or Latino of any race were 5.7% of the population. At this point, it is clear to denote that Findlay has a little bit of diversity, helping the brand to catch a wider market because of its products variety.
According to the Data Usa, the last census indicated that “Between 2014 and 2015 the population of Findlay, OH declined from 41,297 to 41,278, a -0.05% decrease and its median household income grew from $43,948 to $45,134, a 2.7% increase” (Bureau, 2015). The decline in population and income per family might affect the store because less people will prefer to buy cheaper and off brand products in order to save money if the median income keeps dropping.
Some seasonal variation might affect sales. Usually, people go out a lot more over the end of spring, summer, and beginning of fall. People from all ages are able to walk around and visit the stores. Furthermore, during this time of the year, there are more visitors and tourist. On the negative side, regular students at The University of Findlay will be in vacations. This last fact represents a possible threat for the store since the store is focus on trendy products, and a lot of young people will be gone. Over the winter, a lot of customers avoid going out because of the cold weather. However, Nike store has a strong and reliable E-Commerce that will help customers to have a great experience if they decide to do online shopping.
The size of the market in Findlay is really small, counting with only four competitors. They are Dunham’s Sports, DICK’s Sporting Goods, House of Awards & Sports, and Finish Line. Due to the lack of competitors, there is a bigger opportunity to get into the sport market with a focus on trendy products. Some of the competitors are big and also have a wide variety of Nike apparel. However, having the newest and latest-trendy products made by Nike is a privilege that not a lot of stores can have. Customers that follow sports or early adaptors will be willing to spend money on a just launched product.
Based on personal experience, this research has concluded that there is not a specific emerging trend in the Findlay market. However, the city has a wide variety of food places that are well recognized, such as Apple Bees, Olive Garden, Red Lobster, Texas Roadhouse, and so on. Due to this food market incentive, people seem motivated to go out of their places. Thus, once they are out, they will be able to also walk in the Nike store because of its well-located area for business.
The entrance of this Nike store will make several competitors lose customers, as well as increase sports people’s satisfaction in regard of having the possibility to buy products from a better brand. Not only that, but it will also attract customers from some other Ohio towns like Tiffin, Fostoria, Bellevue, Sandusky, etc. Finally, the store will motivate people to exercise more since tempting new products are continuously coming out, such as prestigious soccer cleats and balls, attractive tennis rackets, famous football and baseball players’ shirts, and so on.
External factors can be come from many different influences, such as cultural, social class, social groups, family, and personal opinions. External factors cannot affect the decision process directly, but they help to understand what can influence a consumer behavior. As mentioned above, weather can also affect customers. However, online shopping will have a fair share in the business sale.
Customers
Target customers: [Who are your target customers and how do they behave? Include specific demographics such as age, social status, education and gender. What are your customers’ lifestyles, activities, values, needs, interests or opinions? Where are they located? Please adjust the column headings as required.]
|Customer |Age |Gender |Ethnicity |Education |Location |
|[Your specific marketing objective] |[Is your objective specific?] |[Can your objective be |[Is your objective achievable?]|[Is your objective realistic?] |[Have you set a specific date |
| | |measured?] | | |for your objective to be |
| | | | | |achieved?] |
|To achieve a 10% on sales revenue by |Yes |Yes |Yes |Yes |Yes |
|December 2018 | | | | | |
|To achieve an 8% of online revenue |Yes |Yes |Yes |Yes |Yes |
|contribution within the next 2 years | | | | | |
|Rise market share by 5% before the end |Yes |Yes |Yes |Yes |Yes |
|of the current year | | | | | |
|To come up with 5 different types of |Yes |Yes |Yes |Yes |Yes |
|tennis shoes by the end of 2019 | | | | | |
|To increase followers on social media to|Yes |Yes |Yes |Yes |Yes |
|500,000 by April 2019 | | | | | |
|To increase the number of walk-in visits|Yes |Yes |Yes |Yes |Yes |
|in our physical store to 75 visitors a | | | | | |
|day | | | | | |
|Improve stakeholder relations by |Yes |Yes |Yes |Yes |Yes |
|increasing return on investment to 15% | | | | | |
|by December 2019 | | | | | |
|To increase trail of Jumpman shoe line |Yes |Yes |Yes |Yes |Yes |
|to 10% of our target market by the | | | | | |
|beginning of 2020 | | | | | |
Marketing Strategy: [Use this section to detail the overall strategy you will use to position yourself within the market to meet your customers’ needs. Whatever your strategy, you goal should be to differentiate yourself from your competitors to encourage customers to choose your business first. The specific elements that make up your marketing strategy are typically referred to as the marketing mix. Each element can be varied to broaden the appeal of products and services, and will therefore have a direct impact on sales.
1. Your PRODUCT (or SERVICE)
2. The PRICING of your product or service
3. Your POSITION (place) in the marketplace
4. The PROMOTION of your product of service
5. The PEOPLE in your business (salespeople, staff etc.)
6. The PROCESS represents the buying experience
7. The PHYSICAL environment where the good/services are presented
1. Your PRODUCT (or SERVICE)
[Here you should describe your long-term product strategy in detail. If you are providing a service then you should consider your service(s) as your product(s).
•
•
•
| | | | | | |
| | | | | | |
| | | |It has a brand new air unit, a |6 month warrant if the shoe sole |Lebron 15 Griffey |
| | |Flyknit: fit, a dialed design and|combination of air max and zoom, |is ripped apart. | |
| | |less waste |formed for incredible transition,| | |
| | |Protection, stretch and |really great impact protection | | |
| | |performance |and a lightweight ride | | |
|Nike Mercurial Superfly 360 Elite CR7 FG|Turquoise colorway technology of |1-piece upper with Dynamic Fit |• Podular plate system with an |4 month warranty |No |
| |the Mercurial 360, wrapping the |Collar wraps under the foot for |internal chassis flexes for | | |
| |entire foot in Flyknit, embedding|an adaptive fit |responsive traction | | |
| |Nike All Conditions Control (ACC)|Micro-textured Flyknit |• Swoosh design trademark on the | | |
| |into the upper, and eliminating |construction provides touch at |toe has a matte finish to help | | |
| |the soleplate for traction |high speeds |provide traction on the ball | | |
| | |All Conditions Control (ACC) | | | |
| | |technology provides optimal ball | | | |
| | |control in both wet and dry | | | |
| | |conditions | | | |
|Nike Mercurial Vapor XI Neymar FG |Brasil’s flag inspired the color |Synthetic leather upper with |Upon close inspection, one can |The customer will receive his/her|No |
| |palette of the boot. |embossed horizontal ridges for |see “constellations” across the |money back if he is not happy | |
| |The final touch is a unique |control |upper, that show the path the |with the purchase | |
| |swoosh placement, specially |Tongueless construction offers a |ball took, in the build-up to six| | |
| |changed for Neymar Jr, moved from|locked-down fit |of his favorite goals. | | |
| |the toe to the side to create |Compressed nylon plate contours | | | |
| |room for his story. |to the foot for support and | | | |
| | |comfort | | | |
| | |All Conditions Control (ACC) | | | |
| | |technology gives precise control | | | |
| | |in wet and dry conditions | | | |
|Nike Air VaporMax Flyknit 2 |With the latest Max Air |It provides an incredible feel |Added heel overlay that provides |6 month warranty |Air VaporMax Flyknit 2.0 "Light |
| |innovation underfoot, it brings |from toe to heel. |more support, which helps to give|Customers can return shoes if |Cream" |
| |fresh design elements. More |It features Nike Air directly |a more secure feel to help keep |they are not happy with it within| |
| |support around the heel pairs |underfoot. |the foot stable |the first 3 weeks | |
| |with the foot-hugging feel of |The cushioning helps protect |Natural shape of foot for a | | |
| |Flyknit. The futuristic sole |against the impact of every foot |sock-like feel. | | |
| |completes the package, for a shoe|strike. | | | |
| |that is as ready for a quick run | | | | |
| |as it is for an elevated look. | | | | |
|2018 Brasil CBF Vapor Match Home |Nike VaporKnit technology for |It combines breathability with |2018 Official Jersey for the |A store’s hat comes along with |2018 Brazil CBF World Cup Stadium|
| |exceptional breathability and |mobility Slim |Brazilian national soccer team, |the purchase of the shirt. |Home |
| |lightweight mobility |Fit follows body's shape closely |which is the top favorite to win |6-week warranty | |
| | |to have a more freely move |the world cup coming up over the | | |
| | |Raglan sleeves allow natural |summer | | |
| | |range of motion | | | |
|Nike AeroBill True (MLB Indians) |It features team details and a |Six-panel design provides durable|2018 original MLB Indians Hat |1-week return policy |No |
| |classic six-panel design for |comfort | | | |
| |lasting comfort |Adjustable closure at back for | | | |
| | |personal comfort | | | |
| | |Embroidered eyelets improve | | | |
| | |airflow | | | |
|NikeCourt RF 20 |Cotton jersey fabric is soft and |100% original and cotton |Celebrate Roger Federer's 20 |1-month warranty |No |
| |comfortable. |Tight up the body |grand slam titles | | |
| |Ribbed crew-neck and short |Comfortable and great looking |Unique for the RF 20 grand small | | |
| |sleeves | |style | | |
| |Screen printed 20 RF graphic at | | | | |
| |the chest | | | | |
|Nike SF Air Force 1 Mid |Clean Ivory and Olive look |Premium leather and canvas upper |Military-style tagging placed on |3-month warranty |Nike Special Field Air Force 1s |
| | |in a simple Ivory hue, along with|the lateral heel, a gusseted |3-week return policy | |
| | |complimenting metal eyelets, |tongue, and heel zipper detailing| | |
| | |ankle straps and round laces |round up the newest rendition | | |
2. The PRICING of your product or service
[Price is a critical component of your marketing mix. Why? Because choosing the right price for your products or services will help you to maximize profits and also build strong relationships with your customers. By pricing effectively, you will also avoid the serious financial consequences that can occur if you price too low (not enough profit) or too high (not enough sales).
Setting prices for your products and services might seem like a daunting task, however, it doesn’t need to be … just remember:
• you are in business to make a profit (and that’s ok!)
• most business owners underprice the value that they deliver
• your sales and marketing strategy should defend your prices
Your overall pricing strategy will depend on your marketing, business and lifestyle objectives. So, before you start the research process spend some time defining your income (and net profit) aspirations.
|Product or Service |Price |Costs |Net Profit |Comp. Price |Value |
|[What is your product or service?] |[What is the price of your product |[What is the total cost of selling |[What Net Profit is made from |[What is your competitor’s pricing |[What unique value does your |
| |or service?] |your product or service?] |selling your product or service?] |for this product or service? |product or service offer/deliver?] |
|LeBron 15 |$185 |$45 |$110 |$184 |Brand new air unit, a combination |
| | | | | |of air max and zoom, formed for |
| | | | | |incredible transition. |
|Nike Mercurial Superfly 360 Elite |$300 |$62 |$195 |Do not have it |Podular plate system with an |
|CR7 FG | | | | |internal chassis flexes for |
| | | | | |responsive traction |
|Nike Mercurial Vapor XI Neymar FG |$199.97 |$48 |$125 |$229 |“constellations” across the upper, |
| | | | | |that show the path the ball took, |
| | | | | |in the build-up to six of his |
| | | | | |favorite goals |
|Nike Air VaporMax Flyknit 2 |$190 |$50 |$115 |$189.99 |Added heel overlay that provides |
| | | | | |more support |
|2018 Brasil CBF Vapor Match Home |$165 |$62 |$82 |Do not have it |2018 Brazilian Soccer Jersey for |
| | | | | |the favorite team to win the 2018 |
| | | | | |soccer world cup |
|Nike AeroBill True (MLB Indians) |$35 |$6 |$21 |$33 |2018 original MLB Indians Hat |
|NikeCourt RF 20 |$30 |$5 |$19 |Do not have it |It portrays Roger Federer’s 20 |
| | | | | |Grand Slam titles |
|Nike SF Air Force 1 Mid |$111.97 |$25 |$63 |$140 |Military-style tagging placed on |
| | | | | |the lateral heel for more |
| | | | | |protection and better feeling in |
| | | | | |the foot |
3. Your POSITION (Place) in the marketplace
[Place refers to the channels and locations for distributing your product, related information, and support services. This is how you will position your product or service in the marketplace.
This includes:
• the place where the product/service can be bought;
• the distribution channel;
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.]
Sales and distribution channels
|Channel type |Products/services |Percentage of sales (%) |Distribution strategy |
|[e.g. Shopfront, internet, direct mail, |[List all the products/services sold |[What percentage of overall |[Why have you decided to use this channel type? How and when will you use it? What is the strategy behind|
|export or wholesale.] |via this channel] |sales do you expect to sell via|using this channel type for this particular product/service?] |
| | |this channel?] | |
|Internet |All of our products |21% |It is convenient for customers that cannot go to the store, customers that want to catch up with the |
| | | |e-commerce, and customers that live out of town. |
| | | |It is available 24 hours a day every day of the week. Once he customer buys a product online, it will be |
| | | |delivered though UPS. |
| | | |Retain and increase the number of customers and the number of sales through e-commerce. |
|Wholesale |All of our products |79% |It is the most common one. In addition, customers can check and try on the products in the store. This |
| | | |way, credibility levels will increase. |
| | | |This channel type is going to be available from 9am to 6pm Tuesday through Sunday. |
| | | |Personal relationships between the store’s associates and customers. This will help increase customer |
| | | |satisfaction, trustworthiness and reliability. |
4. The PROMOTION of your product or service
[State how you currently promote and market your business now (or intend to). Compare (where applicable) what your competitors do for promotion, noting what does and doesn’t work for them as well as yourself. Regardless of how good your business is, if you don’t promote it and tell people you exist, it’s unlikely you will make many sales. Promotion is more than selling and advertising your business. It’s about attracting the right people to use and reuse your business. There are a number of techniques to use and they can be combined in various ways to create the most cost-effective strategy for your needs.
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|[Mr Chris Brantley] |[e.g. Marketing/ Sales Manager] |[e.g. Sales] |[What are the main responsibilities of this position?] |
|Mr. Luis Ludena |Chief Financial Officer |Finance and Accounting |Manage the company's finances, including financial planning,|
| | | |management of financial risks, record-keeping, and financial|
| | | |reporting. |
|Mr. Vincent Vogel |Chief Marketing Officer |Marketing and Promotion |Oversees the planning, development and execution of an |
| | | |organization's marketing and advertising initiatives |
|Mr. Nicolas Almeida |Chief Executive Officer |All departments |Leads the development and execution of the Company's long |
| | | |term strategy with a view to creating shareholder value |
|Mr. Adnan Malik Mohammed |Chief Human Resources |Human Resources |Develops and executes human resource strategy in support of |
| | | |the overall business plan and strategic direction of the |
| | | |organization |
|Mr. Santiago Rosa |Chief Sales Officer |Sales and Revenues |Manages the entire sales department, overseeing all |
| | | |sales-related activities |
5. The PROCESS represents the buying experience
[Process represents the buying experience that the customer experiences when they buy your product or service. For example, the way that a fine bottle of wine is presented and served in a restaurant, the reaction of a business to a complaint or the speed of delivery in a fast food outlet.
A poor process, on the other hand, can undermine the other elements of the marketing mix. Budget airlines, for example, may offer very competitive headline prices, but if the final price is inflated by additional charges such as baggage charges and administrative fees, customers may begin to feel that they have been taken advantage of even if the final price is lower than other carriers.]
|Product or Service |The Process |Key Benefits |Improvements |
|[What is your product or service?] |[Outline the Process in point form] |[What are the key benefits for the customer?] |[What changes can you make to improve the Process?] |
|LeBron 15 |The shoes come with three different kind of shoelaces |Comfort |Second version of the shoe for less price to tackle first |
| |Gondolas will advertise the product in the main sections of |Image |time customers that are not used to the premium price |
| |the store | | |
|Nike Mercurial Superfly 360 Elite CR7|It will have the face of Cristiano Ronaldo in the box |High quality |Entry level equipment for lowering prices |
|FG |Discount on customization |Satisfaction | |
|Nike Mercurial Vapor XI Neymar FG |The shoe is highlighted at the entrance of the store |Comfort |Show Neymar face in the store in order to attract soccer |
| |Neymar Signature |Motivation |players and young people |
| |Two pairs of shoelaces | | |
|Nike Air VaporMax Flyknit2 |The shoe will be located in the casual clothing section of |Happiness |Heavy emphasis on the ground breaking technology that the |
| |the store |Image |shoes offer |
| |Offered in multiple colors | | |
|2018 Brasil CBF Vapor Match Home |The shirt will be located in the 2018 World Cup section of |Freshness |Show how many world cups brazil has won to improve the |
| |the store |High quality |relevance of the team and shirt |
| |It will be a certified official product | | |
|Nike AeroBill True (MLB Indians) |Located in the accessories section of the store |Trendiness |Highlight the product by changing it to a better location in|
| |Brand new product | |the store |
|NikeCourt RF 20 |Exclusive Roger Federer’s shirt |Elegance |Marketing Roger Federer as the best tennis player of all |
| |Roger Federer racket is also located next to the shirt |Comfort |times |
|Nike SF Air Force 1 Mid |It comes with coupons and keychains for the first 50 |Trendiness |Promoting the most iconic Nike shoe Air force 1 shoe in its |
| |customers |Comfort |new retake |
6. The PHYSICAL ENVIRONMENT where the good/services are presented
[The physical environment where your products or services are sold and delivered can have a significant impact upon how your customers experience your business. The physical environment represents the tangible aspects of selling your products and services, such as the quality of the furnishings in your consulting rooms or the design of your reception area. Creating a positive physical environment doesn’t have to be costly – a vase full of fresh flowers can make a big difference.
Use the table below to outline the physical environments that your customers experience when they buy your products or services and any improvements you might be able to make.]
|Name |Selling Environment |Delivery Environment |Improvements |
|[What is your product or service?] |[Where is the product or service sold?] |[Where is the product or service delivered?] |[What changes can you make to improve the Physical |
| | | |Environment?] |
|LeBron 15 |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|Nike Mercurial Superfly 360 Elite CR7|In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
|FG | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|Nike Mercurial Vapor XI Neymar FG |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|Nike Air VaporMax Flyknit2 |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|2018 Brasil CBF Vapor Match Home |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|Nike AeroBill True (MLB Indians) |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|NikeCourt RF 20 |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
|Nike SF Air Force 1 Mid |In the store/online |Anywhere in the entire country |Create a better partnerships with UPS to reduce shipping |
| | | |costs |
| | | |Look for other shipping providers |
| | | |Invest more money on store cleaning |
Marketing Activity Chart
[Once you have defined your marketing mix, the next step is to detail the specific activities that you will undertake to achieve your marketing objectives. As you create these activities, keep referring back to your marketing mix – it will help you to assess which activities are worth the time and effort to implement.
What steps or activities will you undertake to achieve your marketing objectives?]
|Marketing activity/milestone |Person responsible |Date of expected completion |Cost ($) |Success indicator |
|[Print advertising, online advertising, mail-out, giveaway, media release, |[Who is responsible for |[When do you expect to complete|[Estimated cost of |[What indicator/ measurement result will need to be |
|event, website, blog/social media, public relations, branding and artwork, or |completing this task?] |the marketing activity?] |activity.] |met before this activity is considered a success?] |
|publications and catalogues.] | | | | |
|Printing New Advertising of flyers |CMO |May 2018 |$1,500 |Increase of 15% customer estimation |
|Youtube Advertising commercial |CMO |January 2019 |$5,000 |Increase in brand recognition |
|Findlay local radio commercial |CMO |March 2019 |$4,000 |Increase in brand image |
|Findlay soccer tournament |CMO |August 2018 |$3,000 |Increase store notoriety |
|FB, and Instagram Advertising |CMO |May 2018 |Free |Increase online image |
|Catalogues of store products |CMO |August 2019 |$4000 |Increase in brnd image |
Finances
Marketing Budget [YEAR]
[To complete this marketing budget, you should rely heavily on your financial statements and projections – you must use & insert an excel file formatted similarly with U.S. spelling].
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Contingencies
[All plans in business should remain flexible (and adjustable) as you are often working with assumptions. The more planning you do, the better you will become at predicting. However, as you are learning the needs of your market - it is fair to say that some of your assumptions are going to fall short of expectation.
Use the space below to outline any contingencies (alternative options) which may assist if things don’t go as planned.]
Operation and Challenges of Nike Company
Marketing is one of the most productive strategies that will be used by many organizations to meet their customer expectancy and their target both at the local and global markets. The way an organization displays its reputation in front of the customers usually depends on their marketing strategies. The companies which have the capability of developing some of the best marketing strategies find themselves performing at the peak position in the market. Besides, coming up with appropriate marketing strategies it’s the duty that should be done by the top management present within any organization (Knight, 2016). Nike has been recognized as one of the most popular companies in the world that are known for producing a variety of products that are of high quality, and which had met the consumer expectancy level in the past regardless of their geographical locations, and the consumer challenges. Interestingly, Nike has been carrying out an international business without any form of discrimination, a clear indication that the organization values its business ethics and the customer concerns. Thus, maintaining a good consumer relationship had helped them to achieve a higher level in the market.
The Nike top management team had expressed their concerns at customer satisfaction level while conducting diverging operations in their business units and thus they were able to come up with some of the unique and most advanced modern techniques of marketing that helped them to be stiff of the competition. Their strategies have made them gain a unique position in the market, and now it is regarded as one of the highly reliable companies that ensures product success of all the times regardless of where they carry out their operations.
One of the most popular products that are known to be originating from Nike company is shoe wear. A lot of people across the world value most of the shoe wear that is made by Nike. Perhaps this is due to their genuine nature, long lasting conditions and even uniqueness when compared with several other products across the world. When it comes to the comparison of the shoe wear products that originate from Nike concerning print advertising, online advertising, mail outs, giveaways, media releases, events, websites, blogs, social media together with branding and artworks. It is beyond any reasonable doubt that all these methods influence various customers in one way or the other. There are those strategies that will convince a higher number of populations that their indeed products were genuine and worth buying, and the mix of all the policies had helped them in their product success within the shortest span of time with the desired level of success.
Even though the Nike is an established brand but there come certain situations existed, and were the possibilities that the expectation will not get accomplished due to the varying reason such as fall in consumer demand, consumer behaviour, market instability, political, regional, and competitions, etc. Thus, to overcome such weakness, Nike adopted varying strategy to attract customer and to avoid such unexpected contingencies based on it industry research and user experiences. Each approach will be selected based on the marketing matrix results and their monitoring tools. The company used to measure product performances at each level, and appropriate strategy will be overwhelmed if the things do not go well as expected, as such we have.
Bulletin Boards
Nike had been concerned with several print adverts where most of them erected on billboards found in towns and cities across the world; this is among the best and cheapest ways to reach the customers with a short period. On a daily routine, such adverts will start changing the perceptions of various customers regarding all the Nike products thus making them believe that indeed Nike is the way to go.
Advertising, organizing, participating in communities and social helps
In addition to the online advertising, there is also another strategy that the company uses to gain access to various populations. Although it is an essential means, it is not appropriate and adequate compared to print advertising since print advertising is determined to reach a broad community through a cheaper means (Muthu, 2017). They have also remained focused on carrying out giveaways that are held in various events which tend to bring significant populations together. It is during this occasions that people learn much of the shoe wear products thus increasing their interests in buying the products. The organization conducts giveaways of their shoe wear products in various events like the athletics activities typically, through this, they usually get one of the perfect chances of showing to the world that indeed their products are genuine and long-lasting.
Media releases
Media releases have also been an appropriate means that has been implemented by the organization in highlighting the quality of their shoe wear products. A lot of people across the world have concerns to learn more about the things concerning the Nike show wear. The comfort conditions of their shoes, quality and event appearance have been realized through most of the media releases that are carried out across many media houses.
Branding
Branding of their shoe wears also been an appropriate method that has distinguished them with the other companies. Branding with an sporting event help the company to gain more popularity as the people will get emotionally attached to the game with the sporting brand. The branding and the logo that they usually put on these shoes makes it appear perfect and unique, thus creating interest among numerous people to gain and acquire their shoe's for multiple purposes as they all want to get associated with the game. Thus, increasing in branding in-directly helps the company to cause an increase in the demands.
With all the above facts, in conclusion, it is therefore clear that most of the strategies used by Nike as a company are more efficient and adequate. It is due to all these strategies that they have been able to penetrate a wide range of markets across so many places. Various organizations should, therefore, follow the footsteps and policies that have been set by Nike company as far as marketing their products is concerned. It can't go without mentioning good ethics in all their operations; good moral ethics is what has kept everything to run in a smooth manner since it is more concerned of positive outcomes thereby eradicating all the possible contradictory results. Implementation of appropriate strategies is a method that can be used to attain some of the goals within the required time without any difficulties coming on board. Various leaders should also make all the management team of Nike company be their role models when it comes to performance and conducting of numerous operations, by following their actions, they will be able to compete with their competitors in the market both at the local and international level.
Monitoring/Measurement Activities
|Marketing Activity |Date of review |Monitoring methods |Review outcomes |
|Print advertising |Monthly |Google Analytics Matrix |Nike uses Offline behaviour of customer by advertising through |
| | | |print pamphlets. Used existing customer data, and as well the |
| | |Used Average duration / new User, Average|new enquires by considering all the factors such as zonal and |
| | |duration / Inquires, Average duration / |geographical factors and sampling errors, etc. And then, |
| | |returning users etc. to measure the |statically calculating the changes in sales metrics before and |
| | |increase or decrease in the sales. |after the deployment of the print media. Used static techniques |
| | | |such as paired T-test to measure sales with durations. Notice |
| | | |significantly increased in the test portion by ~1% with the |
| | | |changes in months after the launch. |
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|Online Advertising |Monthly |Google Analytics Matrix |Nike uses various tools to track the no of users visiting a |
| | |Help to designed customized dashboard |particular outlet, such as the page view (no of pages visitor |
| | |which help in measuring the performance. |clicks), search engine traffics (this help to analyse how |
| | | |significant the promotion work), Bounce rate (No of customer |
| | | |visiting after posting ads), conversion rate (No of user |
| | | |interested in signing up for the offer).There has been an |
| | | |increased in the sales by ~2.4% with the increased in the |
| | | |traffic after launching new location. |
| |Monthly, Quarterly,|Google Analytics Matrix. |Nike uses mail services and requests the users to participate in|
|Mail outs |and Yearly | |survey or events with some basic gifts like coupons or |
| | | |discounts. If they participate, those consumers go to test group|
| | | |or else not to the group. These give all the opportunity for the|
| | | |company to track the weather or not their campaign reached the |
| | | |public by counting the test group. The goal of the company is to|
| | | |make around 60% users participate in Nike new location launch, |
| | | |and the campaign remains open for some specific period as not |
| | | |all the people respond immediately. Finally, Nike can track down|
| | | |what needs to be done to improvise further, and the further |
| | | |budget. |
|Giveaways |Monthly and Yearly |Uses of various proprietary Nike analytic|Nike will be planning discounts activities for events, new |
| | |tools by observing Consumer behaviour, |launches, festivals, promotion, and gifts. All this will helps |
| | |and business competitors, and locations. |to increase the sales, and create revenue this is good in |
| | | |building brand awareness in the people. |
|Media Releases |Monthly and Yearly |Uses of various proprietary tools to tie |Nike ties up with various advertising agencies, news channels, |
| | |up with the News channels, Email, |local and social media, email marketing, bulletin board, |
| | |Databases, Newsletters, bulletins etc |newsletters, etc. All this help the Nike to create awareness in |
| | | |the people mind for the new product releases and its bonding |
| | | |with the new events. All this factor drastically improves its |
| | | |sales revenue by 60% annually. |
|Events |Monthly and Yearly |Company proprietary tools for Budget |Nike uses this opportunity to launch new products or |
| | |Allocation tools based on company |technologies, new location. Each event will be initiated with |
| | |revenues, ROI values this budget will be |comprehensive plan and activity. The launch plan will be a |
| | |used in handling the |platform for exposing the products and exposing the company |
| | |Event Sponsorships, Hiring Athletics, New|social responsibilities to the public. Finally, each launch will|
| | |hiring sponsorship, building communities,|begin with a launch plan, communication, timeline, to keep the |
| | |social services etc. |schedule on track with the product list and user experiences and|
| | | |sponsorships. |
|Website |Yearly |Company proprietary tools for Budget |The Nike company website will be a great help for the consumer |
| | |Allocation |to watch various product and share their user experiences. The |
| | |Website, Hardware, Software, Licenses |product reviews and company video will be a great help to the |
| | |Interactive Ads, Video productions etc. |end users in knowing the current trends in sporting and |
| | |Tracking tools, Analytics, Security, etc.|technological aspect of the product. The challenge to keep up |
| | | |with the latest technology trends such as user-friendly |
| | | |Websites, Apps, payment gateways, customer support and video |
| | | |launches will help the company to gain more users. It will be a |
| | | |most challenging aspect of the marketing. |
|Blog or Social |Monthly and Yearly |Use Google Analytics Matrix |Nike uses separate brand pages for Facebook, individual feeds on|
|Media | |to measure, and the use of social media |Twitter, group pages on the Google plus, and creation of |
| | |network for posting such as Facebook, |specific Pinterest for women’s footwear, and using blogger, |
| | |Twitter, Instagram LinkedIn, blogs, |search engine optimizers, etc. All this helps the Nike to |
| | |google plus etc. |advertise their product and run new campaigns which help to |
| | | |promote the game and as well their branding value and as well to|
| | | |gain millions of social media users on a daily basis which is |
| | | |extremely good for driving the brand loyalty (Moth, 2013). |
|Public Relations |Monthly and Yearly |Nike Proprietary PR tools |Nike proprietary tools will be used to market public service |
| | | |activities, Buzz marketing, Social networking, Internet, sales |
| | | |promotions, personalizing, sales promotions, etc. All this helps|
| | | |gain public relationship, inbound marketing earning attention |
| | | |and forgoing interruption in the marketing by keeping the brand |
| | | |up in the consumer mind. |
|Branding and |Monthly and Yearly |Strategy development tools, training and |In this Nike use various strategy to analyse the information and|
|artwork | |developing teams to measure the aspects |uses emotional branding to gain consumers through ads, and with |
| | |attached to the feelings and needs of the|the multiple aspects attached with the game in the form of shots|
| | |consumers. |that can be personalized to their favourite athletes through |
| | | |filters, captions, and stickers. All this will help the Nike to|
| | | |maintain its positional branding values in the eyes of the |
| | | |consumers (Islam, 2017). |
|Publications and |Monthly and Yearly |Use of Analytical techniques or modelling|Nike uses business-oriented strategy and news in target |
|CatLog | |tools. |marketing and helps to capitalize the most efficient tactics by |
| | | |keeping them in sync with the digital technology and consumer |
| | | |demands. |
Supporting Documentation
[Attach any supporting documentation in relation to this marketing plan.
List all of your attachments here, then include the documents in subsequent pages. These should include the following:
1) Press Release
2) Promotional Flyer or Coupon
3) Social Media Template
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[1] Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals and objectives. Management Review, Volume 70, Issue 11(AMA FORUM), pp. 35-36.
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