University Assignment: Nike Air Presto 2019 Marketing Strategy Report

This report provides a comprehensive analysis of the marketing strategy for the Nike Air Presto 2019 running sports shoes. It begins with an executive summary outlining the report's objectives, which include introducing the marketing plan goals for the product, discussing the product brief, and its market presence. The report analyzes the current market position of Nike, the product's description, and the target market. It then delves into a detailed marketing plan, including steps such as understanding the business, defining the target market, analyzing competitors (like Adidas and Puma), setting marketing goals, outlining strategies, and establishing a budget. The report also discusses the product's strengths and weaknesses, concluding that the shoe is an amazing product that could be improved with the marketing strategy of Nike and its ever-evolving technologies.

Running head: MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING
SPORTS SHOES
Marketing Strategy of Nike Air Presto 2019 Running Sports Shoes
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Executive Summary
The aim of this report is to introduce the goals of the marketing plans of Nike Air Presto 2019
Running Sports Shoes. Nike, an American multinational company established in 1964 and
headquarted in Beaverton, Oregon. The report will discuss the marketing plans along with the
product brief and its market presence and acceptance in current days. This report will have
the mission statement as well of Nike, relevant to the product. The marketing plan will help
to describe the potentiality in sales and the revenue growth opportunities that the marketing
plan will help to develop Nike and gain a competitive edge over its competitors.

2MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Table of Contents
Introduction................................................................................................................................3
Product chosen and its Description............................................................................................3
Marketing Plan...........................................................................................................................4
Conclusion..................................................................................................................................5

3MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Introduction
In the report mentioned here, the discussion will be on the overview of the company
as well as the product chosen to be discussed marketing plan related to Nike Air Presto 2019
Running Sports Shoes as well as the mission statement and the ways of potential growth and
opportunities. For discussing the marketing plan, Nike, Inc. has been chosen in this report.
Nike is a multinational organization based in America and one of the prime manufacturer of
sports apparels and accessories in the world. The organization specializes in crafting,
plotting, producing, and marketing and selling a number of sports items and sports
accessories on a multinational level. It has also advocated a number of deals with many clubs
and sports organizations throughout the globe to distribute their products (Mahdi et al, 2015).
Product chosen and its Description
The product selected to analyse in this report is Nike Air Presto 2019 Running Sports
Shoes. These shoes are largely acclaimed by people, particularly by sportspersons who prefer
the shoes which are light in weight and highly unbendable and tough. The Nike Air Presto
2019 Running Sports Shoes was first announced, at the Sydney Olympics in the year 2000, in
the beginning of the millennium. The shoe is created with an elastic foot-grasping upper part
for ease as well as to support the feats of long distance runners. It was released in 13 variant
colours each of which had a nickname. Nike’s worldwide net income worth at $1.9 billion as
of 2018 and the company delivers their best to follow their USP – Their shoes are made for
professional athletes across sports worldwide, which makes them to be one of the leader in
sports accessories product company in the world.
The company has altered the design of the shoe in the current times and the new
design have the characteristics like comfortable, lightweight backing with a little knot in the
upper part of the shoe for getting a convenient fit. The company has provided shoes for both

4MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
men and women. The Presto shoes are termed as the best-selling shoes for Nike, and for this
a lot of special editions have been released. The company provides a plastic counter to the
shoes’ heels to give certain amount of support as it is recognised as one of the lightest shoes
of the market. (Willy & Davis, 2013).
Marketing Plan
Marketing plan offers an overview about the promotion, distribution, pricing and
packaging of a product or service. It also helps to assign the sum of money allotted for
marketing promotion. An efficient marketing plan helps in locating the customers targeted by
the company and arrange the launch of the product to decrease the unnecessary cost and to
have a methodical development of the company (Ibidunni, 2013). The steps that can be
followed by the Nike to have a proper marketing plan are discussed below:
Know Your Business - Nike first needs to understand what business they do, which
are the places where their products are, and the kind of products the company have produced
till now and the acknowledgements about those products.
Decide the Target Market – The targeted customers, to whom the product will be
launched, need to be recognised by the company and that too as per the taste and preferences
of the targeted customers. Market analysis is very essential as all products may not suit all
customers.
Analyse the Competitors – Nike should assess their competitors like Adidas and
Puma, the products they manufacture, the marketing strategies, targeted market, amount of
profit earned and company growth. This helps to recognise the Unique Selling Proposition
(USP), which in turn helps to make a distinction between their products and others, which
again helps in the development of the company by earning revenues.

5MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Setting Goals – The marketing goals for Nike Air Presto shoes has to be set by the
company. The expectations, plan of actions and desired outcome of the product should be
clear. The negative feedbacks and obstacles also should be handled tactfully. Nike has full
potentiality in the sports marketing for branding their products. Digital sales have helped to
earn a healthy amount of revenue by Nike, the fastest channel of Nike’s marketing and selling
procedures. The apparel section has the highest growth opportunities according to the
management (Reed, 2018).
Outline Strategies – Drafting of the framework must be done before releasing a new
product. Appropriate planning and strategies and their application will help the company to
defeat its competitors and gain revenues. It is also very essential to outline the plan of actions
in a proper way in the present competitive world where every mistake counts for winning or
losing the position in market. (Saputra, Waluyo & Listyorini, 2014).
Set A Budget – A proper budget must be set for the marketing and promotion of the
new product. Clear analysis and application of that budget helps promoting and launching the
brand which in turn attract customers and boost sales.
Get to Work – The last step that should be followed is that to make sure all the above
steps are carried out properly. A product must be marketed and released in a way that it earns
the utmost revenue. This in turn will encourage the brand to launch more new products in
future and outdo its competitors.
The recent condition of the Air Presto shoes is well enough as it has received many
positive feedbacks like its proper level of support, lightweight and comfort. But the main
shortcoming of the product is its longevity. The material used in the production does not last
long. Moreover, the price is not justified keeping in view of this drawback. (Reed, 2018).

6MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Conclusion
Hence it can be concluded that this product is an amazing one which can be further
improvised with a few more adjustments. It can be improved with the marketing strategy of
Nike and its ever-evolving technologies. The existence of a Nike product is marked in a
competent way as the shoe has various products under similar brand names.

7MARKETING STRATEGY OF NIKE AIR PRESTO 2019 RUNNING SPORTS SHOES
Reference
Ibidunni, O. S. (2013). marketing Management: practical perspective.
Mahdi, A., Abbas, M., Mazar, T. I., & George, S. A. (2015). A Comparative Analysis of
Strategies and Business Models of Nike, Inc. and Adidas Group with special reference
to Competitive Advantage in the context of a Dynamic and Competitive
Environment. International Journal of Business Management and Economic
Research, 6(3), 167-177.
Paine, L. S., Hsieh, N., & Adamsons, L. (2013). Governance and sustainability at
Nike. Harvard Business School Publishing, 9-313, 146.
Reed, J. R. (2018). Strategic Marketing Workbook. Madison, WI: Center for World-
Changing Organizations.
Saputra, D., Waluyo, H. D., & Listyorini, S. (2014). Effect of Product Quality, Promotion,
and Brand Image on Purchase Decision of Nike Sports Shoes (Case Study on S1
FISIP UNDIP Students). Jurnal Ilmu Administrasi Bisnis, 3(4), 209-220.
Willy, R. W., & Davis, I. S. (2013). Kinematic and kinetic comparison of running in standard
and minimalist shoes.