Marketing Plan for Nike Basketball Shoes - Introduction to Marketing Period 4 Friday, June 1, 2012 Tanner Jaasko

Marketing Plan for Nike Basketball Shoes

Introduction to Marketing
Period 4
Friday, June 1, 2012
Tanner Jaasko

Nike Zoom KD IV: The Nike Zoom KD IV is a high performance basketball shoe made by the
company Nike. This shoe offers a sleek new design as well as great traction, good ventilation,
comfortable cushioning, and great durability.

Clients Status in the Market
      Nike’s Status in the current market is that it is doing very well. Nike’s stock is up around
       the price of $108, and they keep making new successful products. The company is still
       growing, increasing its sales, and is projected to do well into the future.
      The basketball shoe industry is doing well in selling and producing better products for its
       target market which is athletes. The industry keeps advancing in new shoe technology
       like lightweight technology and new materials for making shoes.

Buyer Profile
Demographics

      Athletes from the ages of 10-30, with any income level, all over the world.

Psychographics

      People that have a more athletic lifestyle, play basketball and or is influenced by professional
       athletes.

SWOT Analysis
Nike Zoom KD 4
Strengths: It has really good traction
and has lots of support and is built well.

Weaknesses: The weakness is it doesn’t
have good cushioning.

Opportunities: It has a very flashy style
attracting lots of people as well as
basketball player Kevin Durant
promoting it.

Threats: It brings unique and attractive
style as well as a very high performance
shoe on the court.

Reebock Zig Encore
Strengths: It has Great Transition when cutting
and fantastic Heel Cushioning.

Opportunities: It has a unique design that can
attract different players throughout age levels.

Threats: With its unique and different design it
could become a popular choice for many
athletes.

Weaknesses: It can get worn out easily and it
is very pricy.

adidas adiZero Rose 2.5
Strengths: It has outstanding support, solid
traction, extremely lightweight, great court
feel and durable.

Opportunities: It’s a state of the art shoe with
unique design worn by former MVP Derrick
Rose, this makes it a fairly popular shoe for
players out of any age group.

Threats: It is a state of the art shoe with new
light weight technology worn by the former
MVP Derrick Rose.

Weaknesses: forefoot is roomy and could hold
the foot over the footbed better.

Primary Research Results
Nike is a company that designs, develops, markets and sells high quality footwear, apparel, and
equipment and accessory products. Its athletic footwear products are designed primarily for specific
athletic use, although a large percentage of the products are worn for casual purposes. The company
sells footwear in the categories of running, training, basketball, soccer, sport-inspired casual shoes, and
kid's shoes. It markets footwear designs for baseball, cheerleading, football, golf, lacrosse, outdoor
activities, skateboarding, tennis, volleyball, walking, wrestling, and other athletic and recreational uses.

Business Proposition
    1. Our mission statement is: To inspire and bring new athletic technologies to people across the
       globe.

    2. We will use TV commercials and internet ads; we want website like Eastbay and ESPN and other
       sport related sites. This is so that our target market will see the shoes on websites and want to
       buy them. For a 30 sec TV commercial it would cost $350,000. For an ad on a website it is
       anywhere from $30 a month to $300 a month depending on the website. Our sources are:
       http://www.gaebler.com/Television-Advertising-Costs.htm
       http://www.munising.com/advertise/advertise_cost.html

    3. We will release the shoe worldwide on the date of June 12, 2012. The long term goal is to sell 2
       million shoes by 2013.

4. We will sell to our target market which is male athletes from the ages 10 – 30 to reach our goals.
      The income level of the people and their families that is buying our product is any income level
      because every class of people the lower class will want these shoes because they will last a long
      time, the don’t cost very much compared to other shoes, and people that play basketball need
      shoes so these would be a good pick. For the middle class and higher these shoes have a very
      attractive style and preform very well making our product one of the best to buy, therefor
      making athletes of every class want these shoes.

   5. The value added in our product is not only does this shoe look great and perform well, its sturdy,
      well ventilated, and has good traction and is built very well so it will last for a long time. During
      the first practice or game that the athlete is wearing the shoe in, they will begin to notice all the
      great features and comfort that aid their game. This can cause the athlete to buy another pair
      when needed or pre-commit them to buying the new Kevin Durant shoe that comes out in the
      following year.

Marketing Mix
Product – Our product is the Nike Zoom KD IV. Considering the target market, (Athletes
between ages 10 and 30) we believe we will have success selling a shoe that is sponsored by
one of the best athletes in the world.

Price – Nike wants them to be sold at $95.00. This is a considerably low price comparing them
to other athlete’s shoes that are priced as high as $160.00. These shoes perform at a very high
level for their price too. They have top of the line grip and durability complimented by
lightweight features.

Place – They will be sold online, Nike outlets, shopping malls, and participating athletic retailers
such as Champs and Foot Locker. The shoes will be distributed to every sports store with Nike
contracts like champs and foot locker. A larger amount of the shoes will be sent to more largely
populated cities and areas but the shoe will be featured all over the world, knowing that there
are athletes all over the world.

Promotion – This shoe will be worn by Kevin Durant throughout the playoffs and there will be
signs displayed in athletic stores and commercials on TV showing Kevin Durant himself wearing
the shoe. We will show the best qualities of the shoe possibly through displays of Durant’s
amazing athleticism. When seeing Durant perform so well in these shoes the consumer will
begin to think that having the shoe can give them an edge on the competition. This belief will
create a more intense feeling of desire for the shoes within the consumer.

1. Do you like the design of the shoe?

         Yes                                              No

    2. How much are you willing to pay for basketball shoes?

$50 or lower                 $70 or lower           $100 or lower          $150 or lower         Even Higher

    3. Please circle the colors you would like in a basketball shoe.

Black White Red Blue Green Yellow Gold Purple Gray Orange Silver Other:__________

    4. How many pairs of basketball shoes do you buy in a year?

         1            2          3           4        5            More    None

    5. In what season do you usually purchase basketball shoes?

Winter                         Fall                       Summer                    Spring

    6. Which factor in a shoe is most important to you?

Durability                  Ventilation                        Style              Traction         Lightweight

    7. Where would you most likely buy this shoe?

Store                Mall                Internet

    8. Where do you see/hear shoe advertisements?

Billboards                    Internet                Store Advertisements                   TV Commercials

    9. Does Kevin Durant’s involvement with the shoe persuade you to buy the shoe anymore?

               Yes                                                          No

    10. How often do you use/wear basketball shoes?

Never                Daily                   Weekly                       Monthly                    Yearly

Available now at
www.Nikeid.com