市场营销4p分析

An Analysis of Nantong Nike Company Marketing Mix (4P)

?Product Strategy:

Whatever sales method an enterprise employs, the ultimate goal is to sell its products. Since customers buy products to satisfy their needs, what they care most is product. In terms of Nike, no matter clothing or sneakers, they are all professionally designed in order not only to provide the elasticity and tenacity an athlete needs, but also to protect their body.

In the face of the increasing ferocity of market competition, Nike brings out many new designs which focus more on relaxation, fashion and body-shaping. The Nike Company in Nantong covers not only male products, but also female sports products. To gain a more competitive advantage, it even includes children as its target customers. Therefore, we can see diversity in its product. As most of its customers are teenagers who pay much attention to the design and appearance of the product, Nike can surely satisfy them.

?Price Strategy:

Consumers always pay most attention to the price of products. The goals of pricing are going concern, maximization of current profits and market share, advancement of production quality and so on. The pricing of Nike is up to cost, taxes and profits composition. Taking pricing of Nike stores in Nantong as an example, they decided the price according to the cost of store, salary, taxes, transportation cost, profit and extra cost. It is the reason why the same product has different prices in different areas. In accordance to our research, clothes of Nike have a lower price than its shoes. The price of summer clothes is 200 to 400 RMB, 300 to 600 RMB for spring and fall and about 600 for winter. However, it isn’t the same situation when it comes to the shoes. The price of a pair of regular-priced shoes is about 400RMB and some new products may have a price at around 1000RMB. From the posts on doors of Nike stores in Nantong, we found that they attract consumers through the quantity pricing. And they also give discounts at the turning of seasons to increase sale volume. But Nike makes price according to their reputation among consumers, which means consumers loyalty

and trust to them are very important

?Place Strategy:

(1)Retailer

High-class department store:

Wenfeng Great World (文峰大世界）

Yaohan Store (八佰伴）

RT-Mart (大润发）Address:

Yaping International (亚萍国际）

Qiao Hong International (乔鸿国际）

Auchan (欧尚）

Golden Eagle International (金鹰国际）

Ortles (奥特莱斯）

（2）Wholesaler

Online Wholesalers: Amazon (亚马逊）

https://www.360docs.net/doc/901386828.html, (耐克官网）

Jingdong Mall (京东商城）

Actual Wholesalers: Wholesalers of all sorts of malls and supermarkets

(3)The Potential Market Analysis

The increase of urban residents’income and consumer expenditure provide the possibility for the Nike’s development. China’s economy has entered a new period of development, with the increasing degree of the market and the growing of economy, the domestic demand will further expand, and the consumer policy and consumer environment will also have some changes, all these will have a tremendous promotion to the growth of consumption. C ompared with other countries the Chinese residents’ consumption rate is generally lower to 15%--20%, China belongs to the typical high savings, low-consumption countries. The average consumption rate of Chinese residents’ has been lingered about 60% for many years, and the lower consumption rate has become a negative factor for the growth of economy. But in the long run, the urban residents’ consumption scale will maintain steady and rapid growth in China, and the

residents’ consumption structure has been upgraded to the primarily stage of developmental consumption.

Therefore, with the development of economy, urbanization, economic globalization and the improvement of resid ents’ income level,as a high-developing city, Nantong will have a large space to promote the consumption. It is expected that in the next 20 years, the consumption demand of urban and rural residents will continue to grow and will make great contributions to the economy increase.

Promotion Strategy:

1. Advertisements

(1) TV ads: Nike invites many sports stars to join in the ads every year, like, Jordan, Kobe, Liu Xiang, Li Na and etc. Nike makes great use of these sports stars’ reputation and influence. For example, “Air Jordan”—this kind of shoes made Nike earned more than $13million. We are very familiar with Nike’s slogan—“Just Do It”because of these ads, and the slogan has become a symbol of Nike.

Advertising Video is very popular nowadays. During the competitions (NBA, the Olympic, World Cup), Nike always makes some advertising Video which is not commercial. For example, write the future had been clicked by over 14 million people on You Tube during World Cup

(2)Print ads: it is also an important ads. We can see Nike’s billboard at many places, such as, subway station, bus station and so on. It is not so visual, but it can create an invisible influence on customers.

Nike makes great use of these sports stars, and gained both money and reputation. 2. Internet:

(1) For sale: Nike has its own official website that customers can buy Nike’s goods. And Nantong also has some official website. Nike also sends their new catalogue to many families and provides information about their new products on the website. (2) Not for sale: this kind of website caters to sports lovers and fans. Nike has many sports clubs and fans club. For example, Nike had a club of Jordan that fans could write to him and they may have got replies from Jordan. Every one of these fans could

get a polo shirt of the Bulls, numbered 23.

All these have established a good communication and relationship with customers. 3. Discount

Offering discount is one of the methods that are frequently used for promotion. Generally speaking, there will be 20% to 30% discount on the less new products and when the new products come to the market, the discount may be greater. Though the discount may lower than other sports brands, it’s indeed a clever move. Low discount seems a guarantee of the high quality, because only when there is fewer profit margins there will be fewer discounts.

4. Sponsorship

Sponsorship is another common method. Now that NIKE is a sports brand, it involves in many sports activities and sports clubs, especially in basketball, football and tennis. Not just sponsor directly to multiply its impact, NIKE attaches importance to its customers. For example, when basketball is more popular among young people in some certain area, it will mainly focus on basketball games. NIKE’s emotional marketing gains special attention when the Beijing Olympic Game was held and now this method is widely mingled in its promotion methods.