Analisis iklan nike " its snow day " tahun 2015

1. ANASTASIA IRAWATI (0781701009)
INDAH RAMADHON (0781701012)
International Marketing, Magister Management
“ NIKE SEGMENTATION AND POSITIONING “
Supervised by Elfrida Viesta Napitupulu

2. Basketball shoes
ACCESSORIESCLOTHINGSHOES
Footbal shoes Hoodies
T-shirts
Backpack
Hat

4. W I N T E R

5. Nike Therma-Sphere Max
Teknologi kunci dengan
desain termal spacer tipis
di dalam kain Nike
memberikan pernapasan
dan insulasi ringan
Memiliki lapisan tahan air
untuk membantu atlet
tetap kering di tempat
latihan

6. SOCIOECONOMIC
PRODUCT SPECIFIC
LIFESTYLE
Two-stage international
segmentation

7. GLOBAL POSITIONING & SEGMENTATION STRATEGIES

8. SEGMENTATION
Demographics variabel:
Age: 15 – 40
Gender

9. Behavioristic Variable
Benefits
The “Athletic Feel”

10. POSITIONING THEME
MIDDLE MIDDLE
HIGH
LOW
HIGH QUALITY
GOOD
PRICE

11. TO BRING INNOVATION & INSPIRATION TO EVERY ATHLETE
IN THE WORLD
UBIQUITOIS BRAND
YOU HAVE A BODY YOU ARE AN ATHLETE
SHIFT TO PRODUCT FOCUS TO ATITUDE FOCUS

12. WOMAN RUNNER ATHLETE

13. Customize your shoes and gear
Nike + Running App, Nike + Training Club, Nike + iPod
Jordan Product Line, and technology with therma
Presence in all sports; Cricket, Basketball, Football,
Tennis, etc