Nike Mens Running Shoes Bui Thi Hoa - Lille, IMBD
Part A
1.
Present the 3 product lines Nike is offering: Road, Track & Trail
Type of surface: ROAD Type of shoes: Everyday Run Shoes, Shorter Run Shoes, Racing Shoes Price Range: -
60$ - 250$
Number of Models: 59 models
1.
Present the 3 product lines Nike is offering: Road, Track & Trail
Type of surface: TRACK Type of shoes: Racing Shoes Price Range: -
65$ - 150$
Number of Models: 15 models
1.
Present the 3 product lines Nike is offering: Road, Track & Trail
Type of surface: TRAIL Type of shoes: Trail Run Shoes Price Range: -
110$ - 130$
Number of Models: 5 models
3. Explain Nike’s pricing
For Nike Men’s Running Shoes: Price segment of Nike can be divided into 4 segments: -
60$- 100$: Cheap price for road & track shoes (30% models) 101-130$: Affordable price for track, road and trail shoes (24% model, Trail shoes only in this price segment) 131 - 150$: Medium price for road and track shoes (23% models) 151-250$: Premium price (23% models, only Road shoes)
3. Explain Nike’s pricing
Psychological prices (48.97 or 49.97$)
3. Explain Nike’s pricing
Price point ROAD: price points: increase between different model 5$
60$
65$
70$
3. Explain Nike’s pricing
Price point TRAIL: price points: increase between different model 20$
110$
130$
3. Explain Nike’s pricing
Price point TRACK : price points: increase between different model 10-25$
65$
90$
100$
4. Sum up the global offer in a product matrix organized by line
18 models
151$-250$
131$-150$
3 models
5 models
101$-130$
60$-100$
5 models
7 models Trail(5)
Track (15)
15 models
9 models
17 models Road (59)
Part B
1.
Distribution Strategy
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Distribution strategy: Intensive strategy (Cover as many point of sales as possible in USA market)
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Apply both push & push approach: Push: From distribution, selling retailer to customer . As we place products at intensive volume of stores -> customers come to store, try and buy new products Pull: By applying advertising of new Fall collection, customers have an awareness about it, then buy products at stores or website.
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1.
Distribution Strategy
Distribution channel: Multi-channels strategy -
Department stores Retailers Operated & Own stores Multi-brand stores Flagship stores Ecommerce (Amazon, Veepee,...) Nike website Telemarketing
Market: USA
Objectives: -
Increase sale/revenue/ volume Increase customer loyalty Attract new customers Increase level of customer services
Notes: -
Some channels can be applied “cross": Nike website and O2O stores. Customer can buy product online and receive at stores, reward loyalty collect, cross promotion
2. Communication Strategy Time: Fall Season (August - December) Products: Innovative shoes for active runners Key message: Running for innovative lifestyle (We want to bring innovative and trendy products to young customers in order to give them a healthy lifestyle with technology world) Target audience: 18-30 years old, male, who are tech-savvy, digital and love active activities. Keywords: Innovative, Healthy, Lifestyle
2. Communication Strategy Objectives: -
Informing about Fall Collection Giving value to customers Giving customer a reason to buy new shoes of Fall collection Boost sale Attract new customers
2. Communication Plan
Pre-Launch (Aug)
Objectives
Activities
Raise awareness about Nike Fall Collection
Advertising (Online media, newspaper, YouTube,...)
Launching(Sept)
Post-launching(Oct-Dec)
Engage with customers Sale boosting
Sale boosting Customer services/loyalty program
Trade Marketing Advertising Promotion Institutional marketing (Marathon event, KOLs)
Trade Marketing Advertising Promotion Referral Program
2. Communication Plan
Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
TVC Story: Building an image of a man in 2020 with + Digital life connected + Healthy lifestyle A combination to boost the power and energy of a man everyday
2. Communication Plan
Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Advertising & Promotion: Pre-order new collections on website, social media, email marketing
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Trade Marketing: Innovative visual merchandising Connect with high technology: - Customer experience area: Running and tracking with Nike App - Smartwatch connected: Partnership with Garmin, Apple - VR games at stores
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Trade Marketing: Shop window displays Slogan highlight: Run for innovative lifestyle
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Trade Marketing: Product corners, tag with VR technology to see products in 3D innovative area
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Advertising: Online media, Cinema, Press, Display, Billboards
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Events: Innovative marathon events for men Highlight: - Run at night - Use light to illustrate runner with technology - Tracking with Nike App
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Post-launching(Oct-Dec)
Inuencers: Select male KOLs to create “product placement" on instagram and join the challenge of Nike Innovative Running
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Advertising & Promotion: Boost Loyalty Program for customers on social media and website + Email marketing
Post-launching(Oct-Dec)
2. Communication Plan Pre-Launch (Aug)
Launching(Sept)
Promotion for Black Friday and Holiday Season (Christmas): -
Limited design for christmas as gift for 100 customers Black Friday sale in US
Post-launching(Oct-Dec)
THANK YOU