NIKE
Marketing Communications

STRATEGIC BRIEF
Marketing Objective
What is the marketer’s primary business goal?
Nike’s primary business goal is to sell athletic apparel and accessories.
What are the long-term dollar and unit sales trends in the defined market?
The trend of the industry has been a steady increase since 2009.
What are the most important factors that underline those trends?
The most important factor has been a higher demand for textile products from retailers.
What end result is desired within what time frame?
The end result would ultimately be to have a continued steady increase with no time limitation.

Demand
To achieve the marketing objective, what sort of demand must be generated?
A continued increase in demand from consumers is desired for the marketing achievement to be achieved.
What steps typically occur in purchase decision process? Where along the way do most potential customers fall off?
The steps that typically occur in the decision process towards making a purchase have to do w/ the consumers need for athletic apparel, accessories, or footwear. After that the name brand comes into play, since Nike is very widely known and advertised it comes to the front of the consumers mind. Most potential customers may fall off when it comes to making the actual purchase b/c they see that they can get comparable items for cheaper since they are not Nike branded.
What roles does the product play in the lives of the most promising prospects? What are the primary motives for category usage? What is the importance of the brand, and how will it meet the needs of those prospects better than their current brand?
The roles that the product plays in most lives of the promising prospects are that of being a part of any kind of athletic activity. The primary motives for category usage are to participate in athletic activity. The importance of the brand is in its rich history and its current popularity.
What perceptions of the brand appear to be holding it back from greater use among its most promising prospects?
The biggest perception of the brand that holds it back from greater usage is the perception that Nike’s products are produced in sweatshops in China.
Which major bottlenecks in the purchase decision process can be addressed by the marketing communications?
The marketing communications can address the issue of Nike’s products being produced in sweatshops.
Target Market
Who currently uses the brand? How do prospective customers differ from current users?
Athletes or people who like to stay active are who uses the brand. Prospective customers are the same types of people; they just may use another company’s athletic gear such as Reebok or Adidas.
Is the user of the product also the purchaser? If not, how does the user of the product influence the purchaser?
The purchasers of these products are usually the users as well.
Within the demand target, are there demographic segments that offer the best opportunities for the brand?
As with any product there are always demographic segments that fall more in line with the brand and promote better opportunities for profit.
Competition
What is the most meaningful way to define the market in which the brand competes? (The key to market definition is substitutability.) Are there other products with which the brand is interchangeable?
The market that Nike competes in is the Textile – Apparel and Footwear industry. The brand is interchangeable with a few other brands, namely Reebok and Adidas.
What major and minor product differences exist between the brand and its key competitors?
The major differences that exist between Nike and its key competitors are market share and brand recognition.
What benefits do the brand’s primary competitors promise?
The benefits that are promised by the brand’s primary competitors are products that Nike doesn’t offer such as Adidas’s TECHFIT PowerWeb or Revolution