Product Positioning Process

Product:

Name: Noor ul Huda Rashid

Class ID: 64133
Date: 18 March 2020
Submitted to: Sir Usman Aleem

Marketing Management
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.

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.

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+.

Marketing Management
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.

BCG Matrix:

Target Market of Nike:

Although with apparel and sports the market can be broad, for the most
part Nike primarily targets consumers who are between the ages of 15-40. The
company caters to both men and women athletes equally, and is placing an
increasing focus on tweens and teens to build long-term brand loyalty.
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. However, in fiscal
2018, the Men’s Training segment grew at a faster rate. Nike’s fiscal year ends on
May 31.

Marketing Management
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.

Target Market of Nike:

The Positioning statement of Nike is “For serious athletes, Nike gives confidence that
provides the perfect shoe for every sport”. In today's competitive environment, Nike, one
of the global leaders in sporting goods industry, has established a strong position for
enhancing athletic life style.

Marketing Management