1

oleh :

Ahmad Galih H 0808138

Arciana Damayanti 0808688

Global Segmentation , Targeting and Positioning pada Nike Inc

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Sejarah Perusahaan

1962: Philip H. Knight founds Blue Ribbon

Sports (BRS) to import Japanese

running shoes. 1963: BRS takes its first delivery of 200 shoes from Onitsuka Tiger 1964: BRS becomes partnership between Knight and Bowerman. 1966: The company's first retail outlet opens. 1968: Company is incorporated; the Bowerman-designed Cortez shoe becomes a big seller. 1971: BRS begins manufacturing its own products overseas, through

subcontractors; the Swoosh trademark and the Nike brand are introduced.

Sejarah Perusahaan (2)

1972: At the 1972 U.S. Olympic Trials, the Nike brand is promoted for the first time; company enters its first foreign market, Canada.

1978: Company changes its name to Nike, Inc. 1979: First line of clothing is launched and the Nike Air

shoe cushioning device debuts. 1980: Nike goes public. 1981: Nike International, Ltd. is created to spearhead

overseas push. 1985: Company signs Michael Jordan to endorse a version

of its Air shoe--the 'Air Jordan.' 1988: Cole Haan, maker of casual and dress shoes, is

acquired; 'Just Do It' slogan debuts.

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Sejarah Perusahaan (3)

1990: First NikeTown retail outlet opens in Portland, Oregon.

1991: Revenues reach $3 billion. 1994: Company acquires Canstar Sports Inc., the leading

maker of skates and hockey equipment in the world, later renamed Bauer Nike Hockey Inc. 1995: Company signs golfer Tiger Woods to a 20-year,

$40 million endorsement deal. 1996: The Nike equipment division is created. 1999: Company begins selling its products directly to

consumers via its web site.

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Profil Perusahaan

Nike's Corporate Mission Statement: 'To be the world's leading sports and fitness company.' Public Company Incorporated: 1968 as Blue Ribbon Sports Employees: 20,700 NAIC: 316219 Other Footwear Manufacturing; 315220 Men's and Boys' Cut and Sew Apparel Manufacturing; 315230 Women's and Girls' Cut and Sew Apparel Manufacturing; 339920 Sporting and Athletic Goods Manufacturing; 422340 Footwear Wholesalers; 448190 Other Clothing Stores; 448210 Shoe Stores

Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

6Chapter 7

Introduction Variation in customer needs is the primary motive for

market segmentation. Most companies will identify and target the most

attractive market segments that they can effectively serve.

In global marketing, market segmentation becomes especially critical because of wide divergence in cross-border consumer needs and lifestyles.

Determine a competitive positioning strategy for its products

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SEGMENTING

Berrigan & Finkbeiner

Pengelompokan, pembagian, pemisahan kelompok pelanggan dengan kebutuhan yang sama

Etzel, Walker & Stanton

Proses membagi pasar keseluruhan untuk suatu produk ke dalam beberapa kelompok yg lebih kecil, dimana masing-masing kelompok relatif homogen (pola dan kebiasaan, motif &tujuan pembelian, respon)

Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

8

Fungsi Segmenting

Perusahaan fokus dalam mengalokasikan sumberdaya

(pelayanan baik, mendominasi segmen) Menentukan komponen-komponen strategis dan

value secara keseluruhan

(memberikan basis acuan dalam menentukan posisioning, diferensiasi marketing mix dan selling dalam membangun brand perusahaan)

Chapter 7

Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

9

Bases for Country Segmentation

Geographic Demographics Static

– Demographics variables are among the most popular criteria. Socioeconomic Variables

– Caveats in using per capita income as an economic development indicator:» Monetization of transactions within a country

Behavior

Nike Lifestyles}

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– Identifiable (define & measure)– Sizable (large)– Accessible (distribution quality)– Stable– Responsive – Actionable

Segments ideally should possess the following set of properties:

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Reasons for International Market Segmentation

Country Screening (GO, NO GO, STUCK) Global Market Research Entry Decisions (Choose strategy) Positioning Strategy Resource Allocation Marketing Mix Policy

– Balance between standardization and customization

Targeting

Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

12Chapter 7

International Market Segmentation Approaches

International segmentation procedures:– Country-as-segments or aggregate

segmentation– Disaggregate international consumer

segmentation– Two-stage international segmentation

(ex : NIKE. Inc)

Segmentation scenarios

Universal or Global Segment Nike1

Regional Segments2

Unique (diverse) segments)3

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International Positioning Strategies

1. Identify the relevant set of competing products or brands.

2. Determine current perceptions held by consumers about your product/brand and the competition.

3. Develop possible positioning themes.4. Screen the positioning alternatives and

select the most appealing one.5. Develop a marketing mix strategy.6. Over time, monitor the effectiveness of

your positioning strategy and if needed, conduct an audit.

Nike formulation of a positioning strategy steps:

1. Praktis, kuat, tahan lama dan trendi2. Memposisikan produk-produk mereka

sebagai produk dengan nilai prestise dan elegan namun simple

3. & 4. Menggandeng atlet –atlet berprestasi dan marketable untuk merepresentasikan positioning mereka dalam tiap-tiap kategori segmen (Maria Saraphova & Lebron James+ Nicole Scherzinger)

5. Develop a marketing mix strategy (Nike Golf).

6. Monitoring & audit.

15Chapter 7 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

International Positioning Strategies (contd.)

» Specific product features/attributes» Product benefit, solutions for

problems» User Category» User application» Heritage» Lifestyles

Universal Positioning Appeals - Positioning themes:

NikeThierry HenryFrank LampardTiger Woods Maria SharapovaOthers

{

Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

16Chapter 7

Global, Foreign, and Local Consumer Culture Positioning

Global consumer culture positioning (GCCP)– Brand as a symbol of a given global consumer

culture (Nike) Local consumer culture positioning (LCCP)

– Brand as an intrinsic part of the local culture. Foreign consumer culture positioning (FCCP)

– Brand mystique built around a specific foreign culture

Prestige& Style

Price

Nike Positioning strategies

NikeAdidas

Nike 2

3 4

UnifomPositioningStrategy

DifferentPositioningStrategies

Universal Segment Different segmens

Global Positioning and Segmentation strategies

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TERIMA KASIH