Marketing Plan for Nike: Modified Sneakers for the Elderly Market

This report details a comprehensive marketing plan for Nike, focusing on modified sneakers tailored for the elderly market. It begins with an introduction to Nike and its position in the sportswear industry, followed by an executive summary outlining the report's purpose and scope. A thorough situational analysis, including a SWOT analysis, identifies strengths, weaknesses, opportunities, and threats related to the product. The marketing objectives are clearly defined, targeting customer loyalty and market share. The marketing strategy focuses on targeting the elderly population, positioning the sneakers as fashionable, therapeutic, and safe. The report then applies the 7Ps of the marketing mix (product, place, price, promotion, people, process, and physical evidence) to develop a tactical marketing plan. The implementation section outlines control and evaluation procedures to ensure the plan's success, including performance measurement and evaluation. The report concludes by emphasizing the importance of adapting to the changing business environment and highlights the strategies Nike can use to achieve its objectives.

Introduction
Nike is known as leading company in the sportswear industry around the world
due to keeping the quality of products at high standard. Its Headquartered is established
in Beaverton, Oregon with having top position amongst the American multinational
corporations. Nike has become the top producer of the athletic shoes and apparels
around the world but it also a gained good name in term of manufacturing sports
equipment. Phil Knight and Bill Bowerman founded this company in 1964. Blue Ribbon
Sports was the original name of the Nike Company. September 8, 1969 was the date on
which the company was incorporated. A Greek goddess of victory “Nike” was
represented by renaming of the company as “Nike Inc.”, in 1971. Designing,
development, marketing and sale of services, accessories, equipment, apparel, and
athletic footwear are the main categories of the products and services offering by the
company. Company is currently operating in more than 52 countries and there are
about 56,500 employees.
Produce a basic marketing plan for your chosen organization.
In relation to meeting the needs of customers, the development of innovative products
for the customers is the key aspect considered by the company. There are certain level
of higher competition is facing by the Nike Company such as Adidas and Reebok are
two main companies which are creating huge competition for the Nike. Competitive
ability of Nike, Inc. has been increased because of development of modified sneakers in
context of meeting the needs of elder people. The comfortable level of the elder people
was the key area of consideration while producing modified sneakers. Stability is
another key future offering by the company in its sneakers for elder that protect them
from falls. An integrated microchip has embodied in the sneakers based on which
ground surface is analyzed and detected based on which safety options are activated
that helps in averting possibilities of falls. Therapeutic and health benefits are also

provided by these shoes to users but important aspect is that the fashion based needs
of the customers are also considered in designing these shoes.
Evaluate the marketing plan.
Executive Summary
Presentation of marketing plan proposal for Nike Company is the key purpose of this
report. The report is prepared for the senior management of the company that would
develop their understanding of marketing strategies that could be used for marketing of
the modified sneakers for elder people. In respect of both the competitor and
environmental analysis the role of the marketing research and information is very
important. This help in identifying the ways based on which marketing of the product
could be carry out in effective way through 4Ps of marketing mix. A marketing plan
budget is also presented in this report in relation to aim of ensuring that success of
marketing plan would be attained. A contingency plan has also provided in this report
based on any level of failure in marketing plan would be managed.
Situational Analysis
SWOT Analysis
There are different kinds of the strengths, opportunities, threats and weaknesses which
are associated with modified sneakers that could be evaluated based on applying
SWOT analysis. Strong share in market is strength and across the globe, Nike is
leading the market of sports apparel and Footwear industry. So in respect of existing
market, sneakers could be market in successful way. In relation to distribution of
sneakers it has seen that Nike has a strong strategy of market, global distribution
channel (chain), and strong capability of using effective design and technology based
on which values in respect of quality could be maintained. Strong financial position is
another key strength of the company.
In context of weaknesses of company it has seen that higher prices of the products in
comparison to other brands are the major weakness of company.

Untapped elderly market is one of greater opportunities available for the company to
proceed. Therapeutic and health footwear products could be developed by the company
for gaining good position in this target segment of the market.
Allegations of unfair labor practices and counterfeit products on the market are two
major threats for the company. It could possible that the competition would be increase
by launch of similar products by Adidas and Puma.
Marketing Objectives
Building of database of at least 100million loyal customers is the key and primary
objective of the marketing strategies of Nike in next five year period
Based on selling the products, the company is targeting to achieve 55% of the market
share.
Another important marketing objective of the company is to achieve about 80% of the
customers’ awareness in next five years of period. Based on this objective of the
company, upper class, middle class and teenagers are all targeting by the company.
Important thing regarding the marketing objectives of the company is that their
marketing objectives are realistic, measureable, and specific and time plan of five years
has set by the company.
Marketing Strategy
In respect of capturing more shares in market, the significant role is played by the
marketing strategy. Based on effective marketing strategy in relation to modified
products, the management could determine whether these products have the potential
to gain the positive attention of the customers.
Targeting the market
Elderly population in society is the main target market in relation to modified sneakers.
The United Kingdom, Australia, United States and some other markets in Japan, and
Europe. The Generation born between 1946 and 1964 (baby boomers) is dominating
the target market for the modified sneakers. It is expecting that increase in this market

would occur in next five years on tremendous basis. The key factor that would increase
the demand of these products would be the therapeutic nature and safety standards of
these sneakers. There is change occurring in respect of the fashion trends of elder
markets. The changing trend in the elder target market is making it important for the
brands to realize the importance of influence of trends on customer market. The
attention of the elderly in the society would be improved by the therapeutic and healthy
footwear.
Positioning
Positioning is another important aspect in relation to enhancement of the competitive
capability of Nike. There are different actors on which focus would be given by sneakers
in respect of increasing the positioning of the products in market. Fashionable,
therapeutic and health, and safe are three importance factors in relation of positioning of
the sneakers.
Broad overall strategy (Push or Pull)
In respect of attracting the people from around the world the overall stagey of the
company would be push strategy in marketing. Under this strategy the key focus of the
company would be to push the products to the customers rather than to promote the
sneakers to the customers on market and it is noted that this strategy is considered as
suitable option for the company. Another and opposite strategy is known as pull strategy
that is focused on more customized offerings. Based on comparison between thee
strategies it could see that in case of sneakers, push strategy is more suitable option for
the company .it is very important for the company to tie up the marketing strategy to the
needs of the elderly tart market. These sneakers have the capability to given an
opportunity to elder people to use these products in comfortable way. In context o
achievement of the financial and marketing objectives of the company it has seen that a
significant role is played by the push strategy.

Design a strategic marketing plan that tactically applies the use of the 7Ps to
achieve overall marketing objectives for your chosen organization.
In respect o gaining desire responses of the customers in any target market, a process
of controlled set of tools of marketing is used by the company known as marketing mix.
The 4Ps of marketing mix (product, place, price, and promotion) should need to be
applied by the senior management of Nike. In context of the innovation of product the
key focus of the company is to focus on paradigm, positioning, process and products. A
product mix could be used by the company for the achievement of such targets. Based
on ensuring the attractive design of the products it would ensure b the company that the
products are presenting market with high level of quality, well packaged and convenient
for the customers.in term of accessories, design, and quality, it is very important for the
company to provide an assortment of such shoes.
The attraction of customers would b increase based on ensuring equal, convenient and
reliable means of distributing the products to customers. This important element of the
marketing mix is known as place element. Some of the important ways are including
internet, shops, and direct sales. For this the company is using warehouses and
webpage of the company. In addition to it, profitable prices are using and adopting by
the company that helps in allowing for the credit to customers and discounts offers. It is
consider as the price mix of the company. premiums along with trade shows, samples,
coupons, trade promotions, advertising, and display should be apply by the company as
a way of marketing the products in target market of elder people. This promotion based
strategy is included in the promotion strategy.
Based on the consideration of 4Ps of marketing mix it could be ensure by the marketing
management of the company that validity of product is ensured based on meeting
certain requirements of the customer in term of ensuring that the shoes are meeting
health and safety, socially friendly, environmentally friendly and other success
requirements. Another important aspect for the company is to offer shoes at lowest ices
but the important aspect that needs to be considered by the Nike is to not compromise
on the quality of the products. Another important aspect that needs to be considered by
the company is providing home delivery option to the customers so that they can

receive the products when they need. In respect of enhancing the quality of products it
is very important for the company to collect the feedback of the customers to measure
the satisfaction of the customers.
Another important aspect in relation to marketing life cycle o product it has seen that it
pass through different stages such as development of products, introduction stage,
growth stage, maturity stage and decline stage. The action plan of the Nike Company
during the stage of development could take three months period based on which
research, study and evaluation could be carry out by the company that helps in meeting
the needs and expectations of elder people in market. A review of the feedback of the
customers is one important aspect based on which analysis of target could be
conducted by the company and this could done by collecting data from the sales and
marketing department of the company. The strategic windows concept needs to be
used by the marketing management of Nike after the completion of stage o introduction,
growth and decline of life cycle of modified sneakers.
Implementation of the Marketing Plan
Success of the marketing plan is ensured by the company based on implementing
control and evaluation procedures in the company. In respect of meeting the objectives
of marketing plan, it has seen that certain level of standards should need to develop by
the company so that marketing objectives and plan could be successfully attained by
the company. For example, a target is made by the company to attain 3% increase in
the profits in the first year of implementing marketing plan. It is also very important for
the company to measure the performance in term of marketing plan. Evaluation
procedures are also considering by the company’s management to be implemented in
the company.
Conclusion
It has concluded that effectiveness of the marketing pan of Nike could be improve
based on getting proper understanding of the changes that are occurring in business
environment. In respect of attaining the targets the company is making certain level of

changes in marketing mix. The growth of the company could be increase based on
following marketing plan.