全球营销 NIKE耐克的STP战略分析

1、-,N,I,K,E,-,Just do it,Just do it,Contents,- What is Nike,Nike is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the worlds leading supplier of athletic

2、shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the sta

3、te of Oregon, according to The Oregonian.,Nikes LOGO,What is Nike,What is Nike,- Nikes advertisement,Nike - Just do it (AD),- Nikes market segmentation,*Age,Market Segmentation,*Profession,*Income,Market Segmentation,- Age,Age segmentation pie chart,From the pie chart, we can know that Nike position

4、 the mainly market in young people who are 18 to 25 years old. Young people like doing sports. They chase after fashion and have strong sense of identity brands. At the same time, Nike focus their consumers on the white-collar level which have stable incomes. It is necessary for them to lead a high-

5、quality life, so that they are eager to doing exercises as well.,Market Segmentation,- Age,Nikes products are geared to all the necessaries of customers. With the improvement of peoples living standard, doing physical exercises has become a trend of lifestyle. So Nike seizes the opportunity and intr

6、oducing a variety of products in different prices in order to meet all the exercise enthusiast.,Market Segmentation,- Income,Nike divides the professions into Student, Free-lancer, Office-worker, Teachers and others. There is no doubt that Nike doesnt rigidly adhere to a certain range. They design a

7、ll kinds of products with different characteristics for sports enthusiasts. No matter you are the most professional athletes who participate Olympics, or you are just a student who like doing sports. You can find a suitable “NIKE” for you.,- Profession,Market Segmentation,In short, Nikes potential c

8、ustomers are the young people who are engaged in sports, fashion and the white-collar with high income. All of them like doing sports and they are focus on the products appearance and performance requirements.,Market Segmentation,- Choosing target markets,Choosing target markets,Evaluating the marke

9、t segments,Strategy to select target market segments,Young people: nowadays, with the improvement of peoples living standards around the world, adolescents have more disposable cash on hand. Whats more, affected by the new concept of life, the youths consumer attitudes become more open. Therefore, t

10、he young group has a strong spending power, which is one of the appealing markets that many businesses want to enter. Young people are energetic and easy affected by different thoughts and actions. They pursue strength and desire to achieve outstanding performance in a particular sport. So, Sports p

11、roducts of high-performance and high comfort will be a magic weapon to win the youth market. Meanwhile, young people attach importance to Well-designed style and beautiful design, so, how to design a variety of trend-setting products must be considered seriously.,Choosing target markets,- Evaluating

12、 the market segments,The middle-aged: with the improvement of living standards, after resolving the food and clothing problem, people pay more attention to live a healthier lifestyle. Physical exercise, a very effective way to enhance physical fitness, and improve health, plays a more important role

13、 in peoples daily life. Therefore, strengthening physical exercise has become a trend widely. After the busy work, in their spare time, people like to do some moderate-intensity exercise to maintain good health. Manufacturers should focus on this new lifestyle.,- Evaluating the market segments,Choos

14、ing target markets,Undifferentiated Marketing Strategy For some classic products, Nike uses undifferentiated marketing strategy,for example, the Cortez shoes once appeared in Forrest Gump and the air force 1 shoes, etc. Such shoes have had a significant influence worldwide and have even developed in

15、to a cultural phenomenon, just like Coca-Cola changing the formula; it is not suitable for radical transformation. Nike maintains a production of such classic shoes annually, and on this basis, to make a partial revision of the new technology, and then as a supplemental listing. Different color, a s

16、pecial version of the classic shoes comes out one after another, which attract old customers to patronize continually.,- Strategy to select target market segments,Choosing target markets,Differentiated Marketing Strategy There is no doubt that Nike is the best manufacturer in the field of sporting g

17、oods. Nike cover almost all sports areas of expertise, and even in the unpopular gymnastics, Nike also successfully launched the first gymnast shoes in 2008.Besides, in the most popular areas such as the football, basketball, running, Nike introduce new products no less than ten thousand annually ,w

18、hich is almost suitable for all populations perfectly.,- Strategy to select target market segments,Choosing target markets,- Market positioning,The strategies of market positioning,The steps of market positioning,Market positioning, Analysis of the status of the target market, to confirm the potenti

19、al competitive advantage of the enterprise,- The steps of market positioning,Market positioning,In contrast, business competitors, product quality, though not as Nike, and its ability to grow in the future can not be denied. Anta Xtep market share in low-end products is also very high, Anta be among

20、 other sports brand in the Chinese market, Adidas, Li Ning, Jordan, Anta, Xtep, etc., are direct competitors of Nike. Go to another piece of Nikes broad market instead of other brands, will be developed.,- The steps of market positioning,Market positioning, Accurately select competitive advantage, t

21、he initial position of the target market enterprise core competitive advantage positioning, Nike advantage of scientific and technological research and development, brand awareness.,- The steps of market positioning,Market positioning, Display a unique competitive advantage and repositioning to deve

22、lop a strategy to play a central competitive advantage. Own advantages, Nike main scientific and technological content of the promotional products, product quality, and comfort, and the superstar strategy to strengthen product promotion, and achieved good results.,Market positioning,- The steps of m

23、arket positioning, product differentiation strategy: Nike also intend to in the future to further refine the product market. NIKE ID launched in 2008, such as business, consumer business by way of online self-designed, can design their favorite color, style, special mark, which provides more freedom

24、 of choice for consumers.,- The strategies of market positioning,Market positioning, Image differentiation strategy: an image representative of all the world, Nike is one of the signs around the world most people recognize. To understand Nikes success with the corporate culture for its understanding

25、 of the signs is essential, because it is the Nike brand becomes ubiquitous a commercial logo. Too well-known that in the Nike ad I saw to the Nike logo, and do not see the name of the company, because they have a full grasp of people see this symbol that know this is Nike, need not occur only word

26、piece language. It became a cultural icon, a Nike used to increase brand value, visibility, as well as the status of icons.,- The strategies of market positioning,Market positioning,-NIKE VS ADIDAS,Compare with Adidas,Market Segmentation,Selection of target market,Market positioning,Compare with Adi

27、das,- Market Segmentation,Nike and Adi market segmentation is mainly according to geographic subdivision, population subdivision and mental breakdown to differentiate the target market, to achieve the enterprise s marketing objectives.,Compare with Adidas,- Market Segmentation,Population subdivision

28、 For population subdivision, Nike and adidas shoes facing the population age is defined in an adolescent, adidas shoes more masculine gender, male shoe is very much, style and more full, product classification is very wide, and two brands in this Asian country with the largest population of populati

29、on subdivision, will be more of interest.,VS,Compare with Adidas,- Market Segmentation,The age segmentation Nike and Adidas, consumers are concentrated in middle-income and higher-income groups, because the prices of the two brands of shoes suitable for two-income consumers, low-income basically the

30、re is no demand for the two brands.,Compare with Adidas,- Market Segmentation,Occupation segmentation Nike and Adidas consumers and more sports, fashion and demand factors, consumers occupational obvious.,- Selection of target market,Compare with Adidas,For Nike shoes target market focused on basket

31、ball market, and to determine the scope of the design of youth, nike shoes to compare the color bright, sleek compact shape, very popular with university girls love, and the price of the broad customer consumption makes a wide range of. Therefore, Nike target market selection direction is correct. a

32、nd adidas shoes marketing executive Eric Liedtke pointed out: Adidas designer in the design of sports shoes, do not know the potential buyers who are. Not familiar with customers, this is the crux of Adidas : it has been in the manufacture of shoes, but not to the taste of the consumers. At the same time