NIKE FOOTBALL

My Time is Now

How It Started
Goals
In 1994 Nike decided they wanted to be the dominant supplier of soccer gear and apparel In order to do so they needed to sign big players and key teams that dominate the soccer world

Key Teams and Athletes

In 1994 Nike signed Brazil National soccer star Ronaldo 1995 signed the entire brazil team By the next world cup they signed Netherlands, USA, Portugal and power house clubs team Manchester United, Juventus, and Arsenal.

Fight For Market Share

The way Nike began to penetrate the Market was through innovative commercial Marketing that incorporated their key sponsor players as well as designating key slogans to their campaigns such as My Time is Now and Write the Future Their main competitor Adidas currently has the lead in the market share by 2% its currently Adidas 38%, Nike 36%. In order for Nike to regain some of the market share they have created a series of commercials that are story lines leading into next commercials. Like Teasers These have been useful to promote new players as well as new product and expand equity to markets based on countrys of origin for new signed players.

Geographic Segmenting
Because the football market has historically been most densely concentrated in the Central & South American and European theatres, Nike has directed the majority of its campaign efforts in these regions Since the mid 90s, the United states has emerged as a rapidly expanding market for football. While Nike has focused some of its campaign towards the US market, but an 8-year MLS deal with Adidas has made much major sponsorship and influence challenging. Hence, most of the Nike football campaign concentrates on Central/South America and Europe

Demographic Segmenting
Nikes demographic target is actually quite large, it includes everyone from little kids to middle aged people 78% of football fans are between 1849 years old Young Children Early teens This is the next generation of football players. Enlisting their loyalty early is vital so that they carry it with them as they age and become the bulk of the market Young adults This is bulk of the market. They are the freakish hooligans and devout fanatics that will buy their favorite team gear and equipment almost regardless of their finances. This is the target market of the My Time is Now commercials Adults Middle aged Adults Though they may not be as active of fans, theyre loyalty remains, particularly with men, and they still contribute to purchases.

Behavior/ Usage Segmenting

Particularly with young children to young adults, this particular segment is attractive because it will yield the most usage of Nikes products These young kids/adults, through rough and destructive, product-damaging behavior, will most frequently need to replace worn/damaged Nike goods Another advantage is physical growth. Since this segment is comprised of young, quickly growing people, it means more product replacement. This means repeat sales, due to the buyers own behaviors, and that means more revenue!

Segmentation Criteria
Substantial? -Target market comprises nearly all of market Identifiable/Measurable?

Accessible? -Commercials; Social Media; Sponsorships Responsive?

-Ex: US Market: Out of a population of 320 million, 1 of every 5 is an avid soccer fan

-Not only is the given target market largely composed of young impulse-buyers, in the case of 0-19 year olds there is an equally large population of parents who want to help finance their kids interests

4 Ps
Place? Product? -Soccer gear, apparel, begs, and soccer guards Promotion? Price?
-Nike is present strongly in North America and Europe. Target market Latin America

-CR7; famous soccer players, The chance Nike academy, My time is now commercial

-Prices remain competitive with other brands. Nike also offers top and bottom brand equipment for different prices

Summary
Nikes Soccer campaign has succeeded in using common market techniques, such as market penetration and segmentation, to position itself in the international soccer market and generate massive revenues.