NIKE INDIA DIGITAL [Document subti tle]

MARKETING PLAN
Table of Contents
Executive Summary:.................................................................................................................................1
Situational Analysis:..................................................................................................................................1
Overview of the Market:.......................................................................................................................1
Trends of the market:............................................................................................................................1
Competition:..........................................................................................................................................1
SWOT Analysis:....................................................................................................................................2
Strength:.............................................................................................................................................2
Weakness:..........................................................................................................................................2
Opportunities:....................................................................................................................................2
Threats:..............................................................................................................................................2
Strategy:.....................................................................................................................................................2
Objectives:..............................................................................................................................................2
Segmentation of Market:......................................................................................................................2
Targeting:...............................................................................................................................................2
Positioning:............................................................................................................................................3
Recommendations:................................................................................................................................3
Executive Summary:
This study focuses on presenting a marketing strategy for Nike's goods; using previous items as a
point of comparison, it shows how Nike may introduce new goods to the market. In this regard,
the research outlines Nike's objectives and marketing approaches and includes detailed
marketing plan components including company analysis (Nike's present and future status),
situation or market analysis, and competitor analysis. In addition, the financial budget for this
marketing strategy has been examined. This was expected by looking at Nike's income and
marketing spending figures from previous years.

Geographic location:
Nike quickly established itself as the market leader by dominating the Indian athletic market.
The study focuses on Nike's marketing strategies in India. In 1996, Reebok and Adidas had a
near monopoly on the sports shoe market when Nike first entered that country.

Situational Analysis:
Environmental Analysis-Pest:
Political:
Internal Nike activities are impacted by legislation protecting workers' and employees' rights. Its
expansion is aided by effective governmental policies, particularly in the US. The legal problems
that arise because of Nike's surroundings are dealt with. The governments of countries with
which Nike has strong ties may be able to support Nike product production.
Nike is financed in many different ways. Companies like Nike may be among the first to hire
new personnel when the economy improves and they are able to grow. People have less faith in
companies like Nike when they are having financial difficulties. Nike's products might be
impacted by shifts in interest rates, exchange rates, and currency values. The company's decision
to outsource production or an increase in living standards in manufacturing nations that could
lead to higher labor and material costs could both negatively affect Nike's bottom line.
Technological:
Since it uses them into its goods, Nike is impacted by developing technology. Innovative
products, like the structure and design of shoes, can be created thanks to technology. Modern
technologies may be used to develop a mobile app, a number of services, and a website where
users may engage in e-commerce.

Competition:
Reebok and Adidas, two of Nike's primary rivals, provide products that aren't necessarily more
advanced technologically or visually than Nike’s. Although Nike is a global leader in sports
footwear, apparel, and fitness-related endeavors, the company is also having some issues
(Giulianotti, 2020).
Strength:
The business has developed into the most well-known footwear manufacturer in the world. Nike
and Apple have worked together to create fresh, enhanced products. It is transmitted using
trustworthy means. It is in good shape due to its low amount of long-term debt (Eime, 2018).
Weakness:
The business is now widely acknowledged as the top manufacturer of footwear as a result of its
performance. Nike and Apple have worked together to create innovative new products. It is
transported via dependable and secure methods. The firm is in a strong position because of its
extremely low long-term debt (Fullerton, 2019).
Opportunities:
Its abilities in product development can benefit goods like sporting equipment, eyewear, and
accessories. It can also improve its standing abroad. It is flexible enough to accommodate a
variety of global market occurrences (the Olympics, FIFA)
Threats:
Currency fluctuations and the economic downturn could cost Nike money. Increased levels of
competition as rivals' dynamism and innovation increase. Responsiveness to pricing (Eime,
2018).

Strategy:
Objectives:
Overall sales growth of 4% would significantly boost profitability (by 10% per year).In an effort
to enhance marketing communication strategies (Fullerton, 2019). Achieving long-term product
success on a global scale by gaining a larger market share in a geographic area encompassing the
western and eastern Mediterranean Seas In order to supply what the market wants (children's and
adults' footwear), customers; With the intention of expanding its product offering (by including
more aerobic products).

Segmentation of Market:
Nike has created distinct product lines for males and females between the ages of 15 and 55. This
kind of categorization is used by Nike to explain why customers require its products as well as to
identify customer preferences and spending patterns (Giulianotti, 2020). As a result, Nike
divided their target market into groups based on how interested they were in playing sports and
working out (Fullerton, 2019).

Target:
Nike's target market consists of athletes and other sportspeople, and the company caters to their
needs by providing footwear and apparel that stands out from the competition. Nike uses strong
marketing to reach its target demographic, but the company also offers customization choices to
help its customers achieve what they want. For instance, Michael Jordan was able to create his
own unique shoe (Eime, 2018).
Figure1: Nike advertising and cost of promotion (Fullerton, 2019)

Positioning:
Nike has successfully positioned itself as the industry leader in sporting goods, according to
customers. It has produced goods that satisfy its specialized target market and encompass every
facet of the sports industry. In order to encourage and reassure potential consumers before they
make a purchase, the company uses the catchphrase "Just do it," which has helped it become a
formidable competitor in the market for sports equipment (Eime, 2018).

Marketing mix:
Product:
Nike offers a wide range of goods for sale, including footwear, apparel, and sporting goods. The
following product categories are in high demand right now: sports-specific attire and gear
(Fullerton, 2019).

Price:
Depending on how a product is marketed, the price will change. Some claim that Nike's shoe
prices are less expensive than those of its rivals. Target clients are regarded as a premium sector
for price purposes (Fulmer, 2020).
Place:
Both Nike-only stores and shoe stores carrying a variety of brands must have Nike sneakers.
More than 20,000 retail outlets in the India and 200 other markets carry Nike merchandise
(Fulmer, 2020).

Promotion:
For Nike, this is a strong suit. Nike is extraordinarily versatile and has used its products in
practically every setting imaginable. Print advertisements are frequently succinct but direct
(Goulding, 2021).

Recommendations:
 It needs to expand its product line to include equipment for parkour and aerobics.
 It has to improve its marketing communication strategies, especially on social media.
 It might work with Apple to develop a joint gamepad technology solution, for sporting
events, golf competitions, and similar events
 Its labour problems might be effectively managed.
 To broaden its appeal, it might incorporate online video training sessions for sportsmen
and celebrities, their exposure to the product through an ongoing, global expansion that
includes all of its assets