Name: Noor ul Huda Rashid

Class ID: 64133

Course: Marketing Management
Date: 18 March 2020
Submitted to: Sir Usman Aleem
Assignment
Product Positioning Process
Product: NIKE

1. Relevant buyers
Nike is the leading sports footwear and apparel company in the world. Nike (NKE) is the
world’s leading sports footwear and apparel company. Nike’s high-performance athletic gear
is mostly targeted at professional athletes. Nike’s innovations, products, and services seek to
develop athletic potential, according to the company. Women are an important part of Nike’s
target market. In fiscal 2019, the Women’s Training segment grew faster than the Men’s
Training segment. With an eye toward ensuring future growth, young athletes are also a big
part of Nike’s sales strategies, especially in categories such as soccer, basketball, and
running. Young athletes also form part of Nike’s target market.

2. product 'space'
Really Knowing Their Audience.
Standing for Something.
The Ability to Pivot Quickly.
Passion and Ambition.
Consistency Through Thick and Thin.
Being Genuinely Interesting and Engaging.
Relevancy in an Ever-Changing World.
Authenticity and Humanity.
 3. relevant attributes

Nike has the highest consumer perception among US teens as well as adults 18+.Using its
Buzz score to measure consumer perception, Nike's score is nearly three times higher among
US teens. Vans, Jordan, Adidas and Converse round out the top five apparel and footwear
brands among US teens. Skechers, New Balance, Under Armour and Adidas round out the
top five among adults 18+.

4. Determine each product's share of mind

Nike may be most well known for their superior products and awe-inspiring advertising, but
a powerful component of their success is the ability to engage with customers. They do this
efficiently, at the right time and provide meaningful incentives to get customers to share
more of their data.

5. BCG Matrix:

6. Target Market of Nike:

7. Position: