Marketing Strategy and Plan for Nike VaporMax

Running head:
Marketing Strategy and Plan
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Contents
Executive Summary:..................................................................................................................4
Introduction:...............................................................................................................................4
-Purpose:................................................................................................................................4
-Authorization:.......................................................................................................................4
-Limitations:...........................................................................................................................5
-Scope:....................................................................................................................................5
Background:...............................................................................................................................5
-The product:..........................................................................................................................5
-The Manufacturer:................................................................................................................5
-Availability:..........................................................................................................................6
-Strength:................................................................................................................................6
-Weakness:.............................................................................................................................6
-Opportunity:..........................................................................................................................7
-Threat:...................................................................................................................................7
Target Market:............................................................................................................................7
-The Main market:..................................................................................................................7
-The Typical consumer:.........................................................................................................7
Product:......................................................................................................................................8
-Three layers of the product:..................................................................................................8
-Product Classification:..........................................................................................................8
-Product Lifecycle:.................................................................................................................9

2MARKETING STRATEGY AND PLAN
-Brand positioning:.................................................................................................................9
Price:........................................................................................................................................10
-Price of the product:............................................................................................................10
-Comparison with other products:........................................................................................10
-Pricing Strategy/psychological pricing technique:.............................................................10
-Two factors affecting the price of the product:...................................................................10
Promotion:................................................................................................................................10
-Advertisement:....................................................................................................................10
-The main promotion message.............................................................................................11
-Execution strategy...............................................................................................................11
-Advertising objective and its relation to the execution strategy.........................................11
-Additional promotional elements:......................................................................................11
-Push or pull strategy...........................................................................................................12
Placement:................................................................................................................................12
-Direct or indirect channels..................................................................................................12
-Distribution intensity and its suitability..............................................................................12
-Type of retail outlet for the product....................................................................................13
Two Innovative Recommendations:........................................................................................13
-Recommendation #1...........................................................................................................13
-Recommendation #2...........................................................................................................13
Conclusion:..............................................................................................................................13

3MARKETING STRATEGY AND PLAN
References:...............................................................................................................................15

4MARKETING STRATEGY AND PLAN
Executive Summary:
Nike is one of the leading global brands in sportswear and sports accessories. Its
market in sports shoes is especially a significant one. On 2017, Nike introduced a new shoe
line called the Vapormax, which was an improvement over its existing product line such as
Nike Air. The product aims to provide a better comfort, better support and ultra light weight
which can significantly help to improve the performance of the user. The aim of the report is
to analyze the marketing strategies of the shoe and to understand how Nike was able to
successfully introduce the new line of shoes in the market and incorporate successful
marketing strategies to ensure better marketing of the product. Through the analysis it could
be identified that the innovative design of the shoe along with the technological advances and
premium quality materials have helped to make the product top of the shelf and premium
quality that is meant for sports professionals and athletes. The brand have successfully
solidified the position of the company as the market leader and therefore ensured the success
of the product. It can be forecasted that VaporMax would do well in the future market and be
able to withstand its competition for quite some time to come.

5MARKETING STRATEGY AND PLAN
Introduction:
-Purpose:
The purpose of this report is to analyze the marketing strategy and plan for the Nike
VaporMaxtm and to provide a background and analysis of the manufacturer, product, target
market, pricing strategy, promotion strategy, and placement of the product and develop
recommendations to improve the success of the product (Ormsby, 2018).
-Authorization:
Authorization would be sought for from the company for the analysis of the product.
-Limitations:
The study would be based on the resources available on the internet regarding Nike
and its product to identify the innovation strategies and features of the product, its marketing
campaign and its pricing and promotional strategies. Therefore, the analysis would be limited
to the resources available online, subjected to the accuracy of the details available on the
official websites (Bull et al., 2016). Additionally, a time constraint is also applicable.
-Scope:
SWOT analysis would be done on the product to find its strengths, weaknesses,
opportunity and threats. The products life cycle, classification, three layers and position
would be discussed. One advertisement would be selected for the product and its execution
strategy would be analyzed. Additionally, the placement of the product would be discussed
for its suitability in the market. The recommendations would be proposed based on such
understanding (Bull et al., 2016).
Background: