MKT10007 Assignment 4: Nike's Brand Extension Business Report Analysis

This business report, authored by a student, delves into Nike's brand extension strategy, specifically focusing on the introduction of a premium, limited-edition sneaker called "The Only One." The report begins with a target marketing analysis, identifying the ideal consumer as someone seeking performance, comfort, and social influence, particularly within the "hypebeast" demographic. It then explores brand personality, emphasizing sophistication and competence, and outlines the three levels of the product framework: core, actual, and augmented. A key element is the integration of a "push strategy" for distribution to reach consumers. The report also includes a competitor and positioning analysis, highlighting the importance of combining performance and limited edition features to stand out in the market. The marketing mix is examined, covering place (vertical integration with retailers), promotion (advertising and social media), price (RM 5899.90), and product (premium packaging and unique features like enhanced cushioning and Continental grip). The report concludes with a positioning statement, emphasizing the sneaker's exclusivity, performance, and designer collaboration, aiming to attract attention and deliver the best performance.