2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
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3. Steps 1 to 5
The Nike
1. Nike PTM are the athletes and hobbyists
2. Who seek products that support performance.
3. The market may choose Adidas, Reebok, Asics,
New Balance, Puma, Fila
4. The gap is all other brands are known for
5. The market size is P 3.5 Billion.
Nike’s share is P 2 Billion
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4. Steps 6 to 10
Customers get in the game
with Nike because…
6. Nike Footwear is innovative when it comes
to product design and the use of advance
technology to maximize performance of the
shoe.
7. Is Priced more than Adidas for mid and low
range by 5%-10% but not much price
difference for the high range segment
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5. Nike + Community
8. Communicates through and Experiences
(Nike We Run, PBA, UAAP, Boxing-
Pacquiao)
9. Distributed through Department (multi-
brand stores) and Nike outlets (mono-
brand) nationwide
10. Uses differentiation to maintain its
leadership position.
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6. 1. Nike Phil’s primary target
market (PTM)*
18-35 Years Old, Male, Social class A & B
Plays Basketball, Runs with friends, Goes
to the gym
Joins basketball leagues (leisure, college,
and corporate leagues), mass running and
demand a shoe that provides comfort and
supports performance
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7. PTM needs to excel in his sport
Self-Actualization
Needs
(Self-Development
It is fulfilling to win a game & Realization)
and get recognized.
Esteem Needs
(Recognition,
Status)
I am a team player. Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
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8. 2. Athletes and Hobbyist have
unique needs, wants & demands
Athletes and hobbyists in realizing their talents and
skills, needs to be recognized.
Athletes and hobbyists prefer Nike because of its
product design, prestige, brand credibility and
awareness.
They demand a shoe that uses advance technology
such as flywire and lunarlight that will help them “fly
high, land soft”.
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9. 3a. Nike competes with
Adidas and other Sports
Brand
Competitors: Adidas, Reebok, Asics,
New Balance, Fila
Indirect: Puma, Merrel, Skechers,
Mizuno, Vans, Converse
Variables: Price, Age, Specific Use
(Sport), User, Brand Promise, Quality,
Comfort, Design, Look, Availability
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10. Nike is #1 in the Philippines
as of 2012
Sport vs. User Matrix
Sport/ Basketb Running Soccer/ Training Tennis Street
all Football
User
Athlete
Hobbyist
Leisure
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11. as of 2011
Nike’s differentiated positioning:
Benefit Positioning vs. Brand Matrix
Basketball
Adidas
Nike Kobe Nike Nike Adidas Rose Adidas Crazy Commander Adidas
System Hyperfuse Nike Airmax Overplay 3.5 Fast TD Isolation
Price
Quality
Style/ Look
Comfort
Technology
Prestige
Harder to stand out amidst the competitive clutter.
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12. 4. Nike positions by product
innovation
Nike is the shoe that provides users the
technology they need to enhance
performance.
For athletes and hobbyists alike who want to
give their best in every game just like their
sports idols (Kobe).
Adidas is trying to compete by offering the
same value.
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13. Positioning:
Nike’s Famous Slogan:
RUN LONG. STAY STRONG.
FLY HIGH. LAND SOFT.
TRAIN FAST. PLAY FAST
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14. 5. Based on Nike distributor's
opinion:
Nike claims 60% market share for sports
footwear business.
But claims 70-80% share for Nike dominated
sports such as basketball and mass running.
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15. Based on Euromonitor:
(2011) Nike claims 2.8% of total
footwear business in the Philippines or
equivalent to P 73B x 2.8% = P 2 Billion
Audited Financial Statement of Nike
Phils (from SEC) also showed a
Revenue of P2. 12 B in 2011
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16. Based on Euromonitor:
(2011) Adidas claims 1.3% of total
footwear business in the Philippines or
equivalent to P 73B x 1.3% = P 0.95
Billion
Audited Financial Statement of Adidas
Phils (from SEC) also showed a
Revenue of P1.3 Billion in 2011
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17. Estimated Market Size
(Sports Footwear)
Total P 3.5 Billion
Nike share is P 2 Billion
Adidas Share P 1 Billion
Other Brands P 0.5 Billion
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18. 6. Side by Side:
Nike and Adidas
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19. 6. The competition:
Nike Kobe System VIII AdiZERO Rose 2
Nike Lebron 9 Adizero Crazy Light 2
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20. Adidas’ response to Nike
Technology:
adiPRENE (Shock Absorption)
Nike Free (Barefoot Effect)
Bounce
Air (Cushioning)
Torsion (Stability)
Flywire (Lightweight)
Ground Control System (Stability)
Lunarlite (Lightweight)
Climacool (Temperature Control)
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21. 7. Price
Nike Adidas
Lebron 10 8,995.00 Rose 3.5 8,995.00
Zoom Kobe VIII System 8,195.00 Rose 3 7,995.00
Zoom Hyper Disruptor 6,795.00 Adizero Crazy Light 7,995.00
Hyperdisruptor 6,795.00 Adipower Howard 3 6,995.00
Lunar Hyperdunk Low 6,495.00 D Howard Light 6,995.00
Rose 773 Lighty 6,495.00
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28. 8b. Competitor promo
Show also how your key competitors
communicate
Their commercials
Their websites
And why your communication stands out
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33. 9. Where to buy Nike?
Nike is distributed through Department
(multi-brand stores) and Nike outlets
(mono-brand) nationwide.
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34. 10. Nike’s Winning Strategy?
Nike differentiates using innovative
technology to guarantee comfort and
superior performance for athletes and
hobbyists to win their games just like
their idols!
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36. Steps 1 to 5
The Nike
1. Nike PTM are the athletes and hobbyists
2. Who seek products that support performance.
3. The market may choose Adidas, Reebok, Asics,
New Balance, Puma, Fila
4. The gap is all other brands are known for
5. The market size is P 3.5 Billion.
Nike’s share is P 2 Billion
www.donnasia.blogspot.com
37. Steps 6 to 10
Customers get in the game
with Nike because…
6. Nike Footwear is innovative when it comes
to product design and the use of advance
technology to maximize performance of the
shoe.
7. Is Priced more than Adidas for mid and low
range by 5%-10% but not much price
difference for the high range segment
www.donnasia.blogspot.com
38. Nike + Community
8. Communicates through and Experiences
(Nike We Run, PBA, UAAP, Boxing-
Pacquiao)
9. Distributed through Department (multi-
brand stores) and Nike outlets (mono-
brand) nationwide
10. Uses differentiation to maintain its
leadership position.
www.donnasia.blogspot.com
