MARKETING

MANAGEMENT
Group 4
 Our Team

1. Cahaya Fitriani Hendri ( C1B019088 )

2. Dien Paradina ( C1B019057 )
3. Ibnu Rohmadi ( C1B019075 )
4. Muhammad Nugraha Akbar Fahri ( C1B019048 )

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Marketing Excellence : NIKE
1. What are the pros, cons, and risks associated with
Nike’s core marketing strategy?

Answer :
Nike follows the idea of “Pyramid of Influence”. It creates its brand
image by positioning itself strategically and using celebrity marketing as
the core marketing strategy.

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 Marketing Excellence : NIKE (Cont’d)
• Pros :
The managers can systematize the processes and refine their skills if
there’s a repeatable model. A clearly defined target audience which comprises
of athletes, sports enthusiasts, well to do and brand conscious customers.
This enables them to take up target-centric ad campaigns. It appeals to
their emotions, this helps to promote it as a brand of allegiance and loyalty.
Geographic segmentation is used to promote its brand and products. It
delivers only a kind of product.

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 Marketing Excellence : NIKE (Cont’d)
• Cons :
It’s main focus is on the production of high products with cutting edge
technology. It concentrates on selling them at competitive prices. The lower and
middle classes in the society are not given much importance.

• Risks :
The influence of spokespersons and intense competition pose a risk to their
strategies. A continuous change in the demands and choices of the consumers
and the international expansion may also pose a danger to their strategies.

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2. If you were Adidas, how would you
compete with Nike?
Answer :
We would create a new product that has the smart function that can compete
with Nike. This product could more stuff besides keeping the record of mileage. They
can give the user advice how to maintain their health, warning about their bad habit,
or health problem, and so give some suggestion about running for user. Keep lower
price than Nike with the same quality of attract customer.

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More Explanation of Number 2

Nowadays, brand is not only thing that customer are looking for. They looking for
product that have low price with best quality, because their buying power so if Adidas could
use this to compete with Nike they will gain some advantage. Instead of invest a lot of
money in marketing like Nike.
Adidas could spend money insome campaign like running the poor people in that they
could offer their product with a discount price, also most of the profit from the campaign
goes to the poor people. This will make them build their brand image to compete with Nike.
Adidas could let customer customize their product on the website, and encourage customer
by let them join the program that their design will be select as the limited edition if they
have the most creative customize. With this we think Adidas could compete again Nike.

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“Thanks For Your
Attention”.