Presentation on Marketing plan of Nike Shoes

1. EVERY ONE

2.  Presented by:
 S.M. Al-Shahriar
 ID:BBA 120304790
 SEC: A

4.  Nike is the most renowned supplier of
athletic shoes and apparels. NIKE, begun their
business in 1962. The brand can be found
everywhere, examples of its major target
areas are: USA, Europe, Asia Pacific.
 Our principal business activity is the design,
development and worldwide marketing and
selling of athletic footwear, apparel,
equipment, accessories and services. NIKE is
the largest seller of athletic footwear and
athletic apparel in the world.

5.  NIKE is a consumer products company, the relative
popularity of various sports and fitness activities
and changing design trends affect the demand for
our products.
 We must, therefore, respond to trends and shifts in
consumer preferences by adjusting the mix of
existing product offerings, developing new
products, styles and categories, and influencing
sports and fitness preferences through extensive
marketing.

6.  Male•
 Running • Training• Basketball• Walking • Soccer• Action Sports• Football•
Golf• Jordan• Lacrosse• Outdoor• Baseball• Tennis• Track & Field
 Female•
 Running• Training• Basketball• Walking• Soccer• Action Sports• Golf• Outdoor•
Softball• Tennis• Track & Field• Volleyball

 Youth•
 Pre School• Infant/Toddler• Kids•
 Age:
 From 13-46 years (80%)
 Education:
 64% have an undergraduate degree
 Income:
 Median personal income around $50,000

7.  As Nike is a customer friendly company we give most
emphasis on customer needs and choice. The company
seeks to fulfill the following benefits that are important to
it’s customers:
 Quality product: the customer are interested to spend their
money only for quality product that have high working
period.
 Well-Thought-Out Designs: NIKE have industry experience
and personal dedication to produce best designed
products.
 Customer service: To build a sustainable business the
most considerable factor is good customer service. It
refers after sales service and loyalty building program.

8.  Strong growth in running, basketball and soccer
categories is fueling demand for Nike’s products.
 In fiscal 2013, Nike brand wholesale in running,
basketball and soccer gross by 18%, 22% and 9%.
 We expect the growth in the soccer category to
accelerate in the future owing to upcoming
sporting events such as the 2014 FIFA World Cup.

10. Nike one of the top listed shoe company in the
current world begun their business in 1962. We
focused on high-quality running shoes
designed especially for the athletes. We have
been able to establish a huge customer market
all over the world through our quality products
and strong marketing concepts.

11. Nike marketing mix is comprised of the following approaches to pricing, distribution of product, advertising
and promotion, placement and customer service.
4 P of marketing mix and their branches
*Product
Product verity
Quality
Design
Features
Brand name
Packaging
Sizes
Services
Warranties
Returns
*Price
List price
Discounts
Allowances
Payment period
Credit terms
*Promotion
Sales promotion
Advertising
Sales force
Public relations
Direct marketing
*Place
Channels
Coverage
Assortments
Locations
Inventory
Transport

12.  Product:
 Nike offers a wide range of athletic footwear designed for sports and also for every day
usage.
 The products meet all requirement of all type of customers (old, young, man, women).
 The production facilities are very close to the raw material to have low labor prices.
 Price:
 The company has designed its pricing structure in a way to be competitive with other shoe
sellers like Converse and Adidas.
 The prices of the products are variable depending on the season , type and size (for
example a good pair of shoes would cost from 70 to 150 dollars.
 Nike offers good quality products at low prices; in fact this was one of its first goals.
 Placement:
 Nike has its individual stores and it is also sold in malls and department stores.
 We have more than 50,000 retailers in USA and other 200 countries; in fact Nike’s mission is
to make its product available all over the world.
 In every country we have production units and customers services.
 Promotion:
 We have used mass media (such as TV, Internet, newspapers and magazines) to promote our
brand.
 Many well-known athletes have worked for the advertisement (for example Ronaldo).
 The business promotes sport events and takes part in some projects (for example they
helped WWF to reduce pollution).
 The brand logo and image play an important role in its advertisement: in fact we makes the
company recognizable all over the globe.

13. Break-even Analysis
Monthly Units Break-even 750
Monthly Sales Break-even $75000
Assumptions
Average per-unit sales price $100
Average per-unit Variable cost $80
Estimated Monthly Fixed cost $15000

14. The purpose of Nike marketing plan is to serve
as a guide for the organization. The following
areas will be monitored to performance:
#Revenue: monthly and annual
#Expenses: monthly and annual
#Customer satisfaction
#New product development