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MKT Strategy and MKT Mix - GROUP 3

The document outlines Nike's marketing strategy, focusing on target customers, value propositions, brand positioning, differentiation, and marketing mix. Nike targets professional athletes, fitness enthusiasts, young consumers, and corporate clients, offering high-quality, innovative products with a strong brand identity and commitment to sustainability. The marketing mix includes premium pricing, diverse product offerings, global distribution strategies, and a powerful promotional approach leveraging traditional and digital marketing channels.

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ntthuyhien225
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9 views10 pages

MKT Strategy and MKT Mix - GROUP 3

The document outlines Nike's marketing strategy, focusing on target customers, value propositions, brand positioning, differentiation, and marketing mix. Nike targets professional athletes, fitness enthusiasts, young consumers, and corporate clients, offering high-quality, innovative products with a strong brand identity and commitment to sustainability. The marketing mix includes premium pricing, diverse product offerings, global distribution strategies, and a powerful promotional approach leveraging traditional and digital marketing channels.

Uploaded by

ntthuyhien225
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING

STRATEGY
& MARKETING
MIX OF NIKE
Presented By: GROUP 3
Lam Chanh Khang | Tran Thanh Chau | Nguyen Thi Thuy Hien
Table of contents

01. Target customers 02. Value propositions

03. Positioning 04. Differentiation

05. Marketing Mix


01. TARGET CUSTOMERS
Nike targets various customer segments, including:

Professional Athletes: Individuals engaged in


professional sports or high-intensity training.

Fitness Enthusiasts and Casual Athletes: People who


regularly go to the gym, run, or participate in sports
like football, basketball, and tennis.
01. TARGET CUSTOMERS
Nike targets various customer segments, including:

Young Consumers and Fashion Enthusiasts: Nike also


appeals to the streetwear and lifestyle market,
attracting young consumers who seek stylish
sportswear.
Corporate Clients and Partners: Nike collaborates with
sports teams, leagues, and organizations to provide
apparel and sports equipment.
0.2 VALUE PROPOSITION
Nike offers the following core values to its customers:
High-Quality Products with Innovative Technology: Nike
integrates cutting-edge technology like Air Zoom,
Flyknit, and Dri-FIT into its products.
Strong Brand Identity and Inspirational Messaging:
Nike motivates customers with its famous slogan “Just
Do It”, encouraging them to push their limits.
Diverse and Fashionable Designs: Nike’s products are
not only performance-driven but also stylish and
suitable for everyday wear.
Commitment to Sustainability: Nike increasingly
focuses on eco-friendly production, using recycled
materials and reducing carbon emissions.
03. BRAND
POSITIONING
Nike positions itself as a premium sportswear brand, blending athletic
performance with modern fashion. It is associated with top athletes like
Michael Jordan, Cristiano Ronaldo, and Serena Williams, reinforcing its
image as a leader in the sports industry.
04. DIFFERENTIATION
NIKE’S DIFFERENTIATION STRATEGY LEVERAGES INNOVATION,
DIVERSIFICATION, AND SUSTAINABILITY TO MAINTAIN ITS
COMPETITIVE ADVANTAGE AND STRENGTHEN ITS GLOBAL BRAND
PRESENCE.

Innovation Product & Sustainability & Brand Strength &


& Market Efficiency Competitive Edge
Technology Diversification
• Heavy investments in • Expansion beyond • Flyknit technology • A solid global brand
R&D to enhance footwear and apparel reduces material waste with a recognizable
performance and to reach new customer by 80% while identity and strong
design. segments. improving shoe market credibility.
• Cutting-edge • Diversified supply chain performance. • Niche innovations make
technologies like and strategic • Efficient manufacturing Nike difficult to
Flyknit, auto-lacing outsourcing ensure processes enhance replicate, maintaining
shoes, iPod pace strong global market Nike’s brand credibility its market leadership.
tracking, and airbag presence. and sustainability
cushioning improve efforts.
functionality and
05. MARKETING MIX
A. B. PRICE
PRODUCTS
Nike offers a diverse range of sports-related Nike follows a value-based pricing strategy:
products, including: • Premium Pricing
• Footwear • Market-Based Pricing
• Apparel • Skimming Strategy
• Equipment & Accessories • Psychological Pricing
• Technology • Segmented Pricing
• Sports and Team Merchandise • Discount and Sales Strategy
• Customized and Limited Edition Products • Value-Based Pricing Strategy
• Sustainable Products
Nike differentiates itself through innovation and
technology, such as Flyknit, React cushioning, and
self-lacing shoes. They also collaborate with
athletes and designers for exclusive and high-
05. MARKETING MIX
C. PLACE D. PROMOTION

Nike has a global distribution strategy, utilizing Nike is a marketing powerhouse with a mix of
multiple channels: traditional and digital advertising:
• Nike-owned retail stores: Flagship stores (Nike • Brand ambassadors: Collaborations with elite
Town, Nike Factory Stores) create brand athletes
experiences. • Influencer marketing: Engages micro-influencers
• Online platforms: Nike’s website and mobile and fitness enthusiasts.
apps (Nike SNKRS) drive direct-to-consumer • Emotional storytelling: Campaigns like "Just Do
(DTC) sales. It" focus on inspiration, empowerment, and
• Third-party retailers: These are available in social issues.
major sportswear and department stores like • Social media & digital ads: Engages audiences
Foot Locker and JD Sports. through YouTube, Instagram, and TikTok ads.
• Social commerce: Nike leverages Instagram, • Sponsorships: Major deals with sports teams,
TikTok, and other digital platforms for direct leagues (NBA, NFL), and global events like the
THANKS FOR LISTENING.
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