SUMMER INTERNSHIP PROJECT REPORT

ON

“MARKETING STRATEGY FOR NIKE SHOES”

Submitted as partial fulfilment for the award of

MASTER OF BUSINESS ADMINISTRATION

Session 2019 -20
By
ARPIT SRIVASTAVA
Roll NO. : 1883470011

Under the guidance of

PROF. Swati Tripathi

Department of Business Administration

INTEGRATED ACADEMY OF MANAGEMENT

AND TECHNOLOGY, GHAZIABAD

AFFILIATED TO

AKTU
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 BONAFIDE CERTIFICATE

Certified that this project report entitled “MARKETING

STRATEGY FOR NIKE SHOES” is the bonafide work of
ARPIT SRIVASTAVA, REGISTRATION NO:- 1883470011
who carried out the project work under my supervision in the
partial fulfilment of the requirement for the award of the
Masters of Business Administration (MBA) - (AICTE
University)

A.K. GUPTA
(Asstt. General Manager)

DATED: September16,2019

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 DECLARATION

I “ARPIT SRIVASTAVA” hereby declare that the work which is being presented in this
report entitled “MARKETING STRATEGY FOR NIKE SHOES” is an authentic record
of my own work carried out under the supervision of Mr. A.K. GUPTA.

The matter embodied in this report has not been submitted by me for the award of any other
degree

Department of Business Administration. Name of Student: ARPIT SRIVASTAVA

Date:

This is to certify that the work which is being presented in this report “MARKETING
STRATEGY FOR NIKE SHOES” is an authentic record of the student carried out under
my supervision. The statements made by the candidate are correct to the best of my
knowledge.

Prof. Swati Tripathi Name of supervisor:

Mentor (STPR) Designation
Date: Date:

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 ACKNOWLEDGEMENT

First of all, I bow in reverence of almighty God, the creator and sustainer of this universe for
providing me enough patience, zeal and strength that enabled me for successful completion
of this study.

I would like to thank Miss. Swati Tripathi faculty - Management Department in

INMANTEC GHAZIABAD for his valuable support and guidance.

I would like to extend my heartiest gratitude towards every member who has guided and
supported me and participated to complete this report.

Lastly, I would like to thank my family for their valuable suggestions and moral support.

DATE:

PLACE: (ARPIT SRIVASTAVA)

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 PREFACE

Master of Business Administration (M.B.A.) programmed is one of the most reputed

professional courses in the field of management. This course includes both theory and its
applications as per contents of its curriculum. Research report is an integral part of Master
of Business Administration programmed of Institute of professional studies. It gives
exposure to our practical knowledge and also to get interact with the various aspects of
present market conditions. Each student is required to undergo practical training, after the
completion of second semester examination.

The Research project programmers are designed to give the managers the future of the
corporate happenings and work culture. The real life situation is really different from the
stimulated exercise enacted in an artificial environment inside. The Research project
programmers are designed, so that the managers or tomorrow do not feel when the time
comes to take responsibilities.

The report presented here is a result of my hard work. This project helps me to learn about
of working in marketing Sector.

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 EXECUTIVE SUMMARY

This marketing strategic plan has been written keeping in mind the Indian operations of
Nike Inc. – the global sports shoe giant. It aims first, at analyzing the sports shoe industry
India and finding a place in it for Nike. It then sets out to describe the target audience for
the product range and finally suggests a host of marketing strategies and activities that will
help Nike to achieve its target of becoming the #1 sports shoe brand in India.

The plan begins with a brief overview of the product category being dealt with, namely
premium quality sports shoes. It also dwells briefly on the history of the company and its
current position and activities.

The project moves on to the crux of the matter – the marketing plan to be followed by Nike
in India. Firstly, the objectives behind this plan and the core strategy are stated. Customers
to be eventually targeted are described and compared with competitors’ customer targets.
After starting the objectives and reasoning behind them, the actual marketing programs are
described in detail. This includes aspects such as pricing, advertising, promotion, sales,
channels, and the company website. Suggestions are made on each and every one of these
aspects; improvements and innovations are recommended.

The plan then goes on to the customer analysis section. The customer base is identified and
various segments are pointed out. Various criteria and factors have been taken into
consideration while segmenting the market. We have also tried to ascertain why customers
buy these products, how they choose, and what factors matter most when making their
decisions.

The last few pages of this marketing plan deal with the various ways in which the plan, once
implemented, can be monitored and controlled.

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 CONTENT

S.NO PARTICULARS PAGE NO.

CHAPTER – 1 INTRODUCTION TO STUDY

1.1 INTRODUCTION 2

1.2 OBJECTIVES OF THE STUDY 2

1.3 SCOPE OF THE STUDY 2

1.4 LIMITATIONS OF THE STUDY 3

CHAPTER-2 PROBLEM STATEMENT

2.1 PROBLEM STATEMENT (INCLUDING LITERATURE REVIEW) 4

CHAPTER – 3 RESEARCH METHODOLOGY

3.1 CONCEPT OF RESEARCH METHODOLOGY 5

3.2 RESEARCH HYPOTHESES 6

3.3 RESEARCH MODEL 9

3.4 RESEARCH PLAN 18

3.5 SAMPLE PLAN 26

3.6 RESEARCH PROCEDURE 37

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4 CHAPTER –4 COMPANY PROFILE

51

5 CHAPTER – 5 DATA ANALYSIS & INTERPRETATION 86

6 CHAPTER-6 RESULT & DISCUSSION 96

7 CHAPTER-7 SUGGESTION AND RECOMMENDATIONS 97

8 CHAPTER – 8 LIMITATION & SCOPE OF FUTURE RESEARCH 99

8.1 LIMITATION

8.2 SCOPE OF FUTURE RESEARCH

9 CHAPTER – 9 CONCLUSION 101

CONCLUSION

110 ANNEXURE+

BIBLIOGRAPHY 105

QUESTIONNAIRE 106