Nike Air Presto 2019 Marketing Plan

Running head: NIKE AIR PRESTO 2019 MARKETING PLAN
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Nike Air Presto 2019 marketing plan
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NIKE AIR PRESTO 2019 MARKETING PLAN 2
Executive summary
The report entails the marketing plan for Nike Air Presto 2019 shoes product. The paper
demonstrates how the firm can provide the new brand to the market segment. The report
comprises a comprehensive marketing plan element such as company's overview, macro, and
micro-environmental factors and SWOT analysis of the company. The paper demonstrates the
firm’s objectives and marketing approaches regarding its 4Ps that illustrates how they can be
used in the case of the Nike Air Presto 2019 product promotion. The report analysis shows how
the company can still use the pricing strategies to capture new and existing customer target for
the product. Besides, the implementation and contingency plan is presented which relies on
Nike's senior executive and team members who would make goals possible for the Nike Air
Presto offering.

NIKE AIR PRESTO 2019 MARKETING PLAN 3
Table of contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................5
The Nike Company-Overview (History and Current Status).......................................................5
Goal of marketing........................................................................................................................6
Current state.................................................................................................................................6
Mission Statement........................................................................................................................7
Potential sales and revenue growth opportunities........................................................................7
Target Market Analysis:..................................................................................................................7
Current and future trends.............................................................................................................7
Target customers..........................................................................................................................8
Market research methods.............................................................................................................9
Internal market factors.................................................................................................................9
Financial sustainability.............................................................................................................9
Mission, vision and organization culture.................................................................................9
External market factors................................................................................................................9
Competition..............................................................................................................................9
Political...................................................................................................................................10
Economic................................................................................................................................10
Social......................................................................................................................................10
Technological.........................................................................................................................10
Business data..............................................................................................................................10
Industry and Organization Factor Analysis...................................................................................11
Status of the industry..................................................................................................................11
SWOT analysis..........................................................................................................................11
The readiness of sports organization..........................................................................................12
Economic conditions..................................................................................................................12
Marketing Strategy........................................................................................................................13
Product.......................................................................................................................................13
Price...........................................................................................................................................13

NIKE AIR PRESTO 2019 MARKETING PLAN 4
Place/Distribution.......................................................................................................................13
Promotion...................................................................................................................................14
High-level promotion and advertising strategy......................................................................14
Social media campaign...........................................................................................................14
Promotional events.................................................................................................................15
Sponsorship events.................................................................................................................15
Timeline of promotional events.............................................................................................15
Implementation and Evaluation.....................................................................................................17
Project calendar..........................................................................................................................17
Determinant of success..............................................................................................................18
Evaluation..................................................................................................................................18
Contingency plan.......................................................................................................................18
References......................................................................................................................................20

NIKE AIR PRESTO 2019 MARKETING PLAN 5
Introduction
The Nike Company-Overview (History and Current Status)
NIKE, Inc. is the world largest apparel and sports footwear firm. The key Nike products are
typically focused on sportspersons, vending connected brands such as sporting shoes, clothes,
and gears. Over the past years, the request for sporting merchandise has been growing. By 2020,
users will advance to be more fitness conscious, which will increase the necessity for the athlete
gears.
The firm was founded by the University of Oregon coach Bill Bowerman and athlete Phil Knight
in 1964. Its first name was Blue Ribbon Sports (BRS) which initially functioned as a supplier
for Japanese shoe maker Onitsuka Tiger (Nike Inc. 2016). The company has made itself a
significant brand in the United States sporty market and encompassed half of its market share.
The firm with collaboration with Wieden Kennedy performed many marketing communiqué
means to influence the users and to create brand awareness.
The brand that has been selected for this Nike marketing plan is Nike Air Presto 2019. The brand
is broadly certified by users, particularly athletes who prefer lightweight shoes which are hard
and flexible. The brand was launched, at the Sydney Olympics in 2000, at the beginning of the
new era. The boots have been produced with the support and flexible foot-hugging upper for
comforts for the long-distance racers. The shoe was introduced with 13 different colors, and each
of them had unique name (Nike.inc, 2014). The firm has decided to transform the shoe design at
present and, the unique structure comprises features such as lightweight support and comfort
along with the loop in the front portion for getting at ease. The enterprise has produced both
women and men brands (Nike News, 2010).

NIKE AIR PRESTO 2019 MARKETING PLAN 6
Goal of marketing
The objective of the Nike marketing plan is to assist in defining how Nike air presto 2019 shoes
will be promoted, packaged, and priced. It will also assist in allocating cash and promotion. Nike
air presto marketing strategy will help to pinpoint the target users and organize the re-launch of
the brand properly to minimize the cost and to have a planned growth of a firm (Anagnostakis,
Ritchie, Lim, Craig & Speedie, 2015).
Current state
Currently, the company has a broad alignment of its offering, which is accessible globally. By
the end of financial 2015, it had revenue of $3.27 billion. At the same time, it generated
approximately $12 billion of joint free income from its operations (Nike Inc, 2016). The business
strives to grow its product portfolio by embracing the development approach. By acquiring of
Umbro, the firm developed its rank as the most excellent shoemaker in the industry. Over the
years, the company has attained a robust name in the marketing of football, racing, and
basketball programs in North America and Europe (Nike Inc, 2016).
The company's general market would remain and be the fundamental driver for progress. Nike
has geographical prospects that it would create its growth alignment to all six advanced
geographical zones areas such as North America and Japan. To ensure users are satisfied with the
new brand such as presto, it has shown a course of action that it will develop new Nike shoes
internationally. The company will upsurge user awareness and its development by using novel
technologies. And therefore, with this course of action, the company projects it would offer an
extra of $2.2-2.6 billion by 2022 (Nike Inc, 2016). In the future, it is expected that the company
will upsurge its rates which will raise the productivity of the product (Nike Inc, 2016).