Nike Marketing Plan

Contents

1 Executive summary        

2 Situation analysis        

2.1 Industry overview        

2.2 Market trends        

2.3 Competition        

2.4 NIKE Company Background        

3. Objectives        

3.1 Corporate objectives        

3.2. Marketing objectives        

3.3 Communication objectives        

4 Branding and Positioning Strategy        

5 Communication Strategy        

5.1 Pull        

5.2 Push        

5.3 Profile        

6 Marketing strategy        

6.1Target Markets        

6.2 Use of marketing mix elements        

6.2.1 Marketing mix        

6.2.2 Distribution        

7 Action plan        

8 Budget        

9 Evaluation and control        

10 Conclusion        

References        

Appendixes        

1 Executive summary

NIKE is the leading athletic footwear manufacturer in the world and in major markets like US and UK (Hughes, 2011; Zacks Investment Research, 2012). In the 7th of September 2012 a new shoe range called NIKE Pegasus will be launched into the marketplace supported by a 12 month campaign. The marketing and communication strategy for this range will focus on driving attention and educating people on how small changes in their daily activities can have a massive impact on environmental protection, thus positioning NIKE Pegasus and NIKE Inc not only as an eco-friendly brand, but as brand which is willing to take the lead and educate. A mixture of push, pull and profile communication strategies will be used. The message will be communicated through mediums like billboard and TV ads, viral videos, social media and sales staff training. At first NIKE Pegasus will be launched only in UK and the total costs of the campaign are going to be £ 12729072. 

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