BRANDING POSITIONONG OF NIKE

The first step for any new business is to

ponder how to occupy space inside a target consumer’s mind,
which is called ‘Brand Positioning’
If you ask a consumer to name a cola drink, ‘Coke’ name
will spurt out. If you ask the consumer to name a
toothpaste that comes immediately to the mind, most
probably, Colgate name would pop out. If you ask about
a photocopying brand, ‘Xerox’ name will spurt out. If you
ask them the name of an energy drink, the red bull name will
rush out. If you ask an Indian to name a noodles brand, most
of the time ‘Maggi’ name would jet out.

Phil Knight’s Niche Market and Value Propositions

Nike founders Phil Knight
and Bill Bowerman were athletes themselves. For
athletes, shoes are a critical element. Having spent time
extensively with a lot of budding athletes, Bowerman
had developed a good knowledge about the needs, pain
points of athletes with respect to shoes.

Bowerman was also a famous track and field coach in

the 1950s and 1960s. He had constantly motivated his
wards to develop a winning attitude. For winning,
‘speed’ is the defining factor and the shoes played a
major role. Unfortunately, he was not happy with the
shoes available in the market. He often lamented that
none of the American shoemakers was interested in
understanding the requirements of track athletes. The
best shoes in the market at that time were from German
manufacturers but they also had poor sole material.

To increase speed, Bowerman took upon himself to

redesign the existing shoes to make them lighter.
Lightness meant less burden while running and the
athlete could devote all those extra energies into
increasing the speed.

At the same time, long-distance running was also

becoming popular and shoes that could last the race
was hard to find.

“A shoe must be three things, It must be

light, comfortable and it’s got to go the
distance.” -Bill Bowerman.
So, Nike’s initial target segment was ‘The Runners’. The
positioning strategy was ‘The lightest shoe in the
market that would last in longer-distance running at
a price lower than the German brands in the market’.

BRANDING POSITIONING OF SERVICE

Brand positioning refers to the

distinct and valued place that a brand occupies in the
minds of theconsumers. In order to establish this
distinctive position, the brand has to cater to three
different aspects, target consumer, competitors of
the brand and brand loyalty
TARGET MARKET
The target market of Servis shoes can be identified with the help
of different consumer segmentation bases. Firstly, in terms of
behavioral segmentation, Servis shoes focuses on usage
occasion. This is evident by its advertising campaigns that are
usually run on Eid with special discounts on all shoe items.
Secondly, in terms of demographics, the brand is focusing on
individuals that belong to the middle class and upper middle
class households with respect to their income. Furthermore,
Servis shoes is focusing on all age groups and genders with its
multi brand approach that has in store products for all types of
consumers be it kids, teenagers, young men and women or
senior citizens.
COMPETITORS OF SERVIS
In Pakistan the servis group competitors are
not only the local small brands such as stylo, hush puppies, bata
etc these are all competitors of servis.
Brand loyalty and customer satisfaction
MBA Marketing Project Report  on
Comparison of Brand loyalty and Customer Satisfaction
of Bata and Servis . Report has been published .  This
project Was explain us about the marketing strategies of
the shoe companies and we Was learn how they attract the
target market through marketing techniques. Most of the
customers are brand conscious and they do not change
their loyalties until or unless there is some problem in the
specific brand. We Was see how and why people always
stick to one brand and what are the other things which
force them to switch the brand. Very few people change
the brand after watching the commercial add of  the
specific product.