Nike Evolvepak Marketing Presentation

About Nike◎ Nike is the largest seller of athletic footwear, apparel, and equipment

in the world◎ Nike Inc. revenues grew by 11% in 2014 fiscal year

Overview

The Product◎ Evolvepak◎ Conventional work/gym bag with a sleek design◎ Proposed product for Nike to range

Pestel AnalysisPolitical Economic Sociocultural Technological Environmen

tLegal

Healthy Workplace Initiative.

Exercise - more convenient and accessible

Public spending in retail - 4.3% increase(ABS, 2015)

Apparel Market0.8% Increase

High Disposable Income

63% overweight(ABS, 2015)

Health conscious consumers

Social Media

Demand for health foods & products

Latest in design & manufacturing technologies

Modern, young professional lifestyle

Online presence

Sustainable Design

900D Polyester

Less water & energy

Fair Trading, Competition & Labour

Production factories

Code of Conduct

Intro to Aust. markets.

OUR COMPETITORS

“ S - Brand, ambassadors, profitabilityW - Competitors O - Design, unique T - Exchange rates

SWOT

Analysis

Objectives

Core Objectives◎ Range Evolvepak in Nike’s equipment category◎ Launch by March 2016

Marketing Objectives◎ Engage our target markets through launch campaigns and

corporate Nike events

Sales Objectives◎ Increase revenue in the ‘equipment’ category◎ Drive units through promotion and aggressive pricing.

Primary

“Young Professional”Male and Female

Aged 25-35

Target Market

Secondary

“University Student”Male and Female

Aged 18-24

Value healthy lifestyles

Higher disposable income

Value convenience when travelling

Market Positioning

Position 1:Brand Positioning

◎ Established sports brand

◎ Ensures sporting aspect well positioned

◎ Brand Repositioning to suit a working environment

Position 2:Dual Functionality

◎ Simultaneously serve as a work and sports bag

◎ Has an appropriate appearance to each environment

◎ Creates a unique selling point

Position 3:Image

◎ Superior quality ensures the product is highly viewed by consumers

◎ Sponsorship of athletes instils a positive image

Product and price

◎ Designed for the Young Professional

◎ Understated aesthetic look and functionality

◎ Split separation design

◎ Blends into any workplace or Gym

◎ RRP $110◎ Perfectly fits into

Nike’s range◎ Price suitable for our

Target Market’s disposable income level

Promotion.

◎ Endorsements ◎ Above the line advertising ◎ Events ◎ Sales Promotion ◎ Social Media

#NikeEvo

PLACE.

Budget

Projected Net Sales FY15 Q3 FY15 Q4 FY16 Q1 FY16 Q2 FY16 Q3 Total

No. Stores 278 278 278 278 278

Price AUD$ 110.00 110.00 110.00 110.00 110.00

Sales/Month 40 51 57 66 60

Total Quarter AUD$ 1,223,200.00 4,678,740.00 5,229,180.00 6,054,840.00 5,504,400.00 22,690,360.00

Projected Net Sales = $22,690,360.oo

(Mar 2016 - Mar 2017)

Implementation

Evaluation

◎ Number of shares, likes and comments on social media

◎ Number of competition entries

◎ Website click through rates

◎ Sell through data from stores

◎ Nike Event attendees

◎ Media generated content from Nike Event

◎ Reviewing sponsorship