Philip H. Knight is the chairman and CEO of the company. Idea was given by Philip knight, then went to Japan to do project in tiger shoes in Japan( one of the best shoes brands in Japan). Previously company name was blue ribbon sports company later on he has changed the name Nike. Nike mainly concentrated on athletics, the main competitors was Reebok and Adidas. Now Nike’s having four billion dollar business but the problem is labour practices. (https://www.facebook.com/OnlineEducationalProject/) "A consumer is an individual who purchases, has the capacity to purchase, goods and services offered by marketing institutions in order to satisfy personal or household needs, wants, or desires." Consumer behaviour, according to Walters (1974: 6), What is represents specific types of human actions, namely those concerned with the purchase of products and services from Consumer marketing organisations. behaviour ? According to Schiffman & Kanuk, the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items is termed as Consumer behaviour. Two different types of consumers can be distinguished, namely personal and organisational consumers. (https://www.facebook.com/OnlineEducationalProject/) Multiple influences on consumer behaviour of NIKE
Factor affecting the behaviour of NIKE customer
Market Segments: Nike has differentiated market segments of high, medium and low end customers with varying income levels. Thus, Nike segment on various fronts such as economic, Segmentation, demographic, geographical differentiations. Targeting and Economic Segmentation: High, medium and low income levels which clubbed with there lifestyles. positioning of Demographic segmentation: Segmented the market into age, gender NIKE and class segments. Geographical : On the basis of direction north, east, west and south. Target Market: Nike company has targeted the market of high-end, high income level between age of 16-55 with a pan India location. It is one of the area which differentiate NIKE from other brands like Bata, Fila, Puma, Reebok. Positioning: The brand has positioned itself in the minds of the consumer as a high-end product which is quite costly but gives the value for money Positioning and with its service, quality and designs. Research Plan Research plan Nike relates earlier STP analysis reports to create a market for its of NIKE products . Innovating new products and attain the first-in the market advantage and charge a premium price. Nike spends huge revenue into R&D of new products & customer review. Nike indulges into research analysis of consumer markets as well as competitors' analysis. Nike conducts qualitative and quantitative research. Research on consumers attitudes, tastes, preferences and changing pattern. Marketing mix consists of four P’s product, price, place and promotion. Product: Marketing Nike provides features, designs, packaging along with extra features like warranties and after sales services. strategy Tendency of changing the designs and patterns after particular period adopted by of time. Warranty for their products and in some cases NIKE provides NIKE replacements of the defective products. Nike also provides packaging with the collaboration with other brands. For eg- Selling i-pods with jogging shoes range. Price: Nike has high-end consumer market with high income who asks for better service and satisfaction. Pricing policy of NIKE is to provide value at high cost with maximum profit. Marketing Nike provides discounts during various festive seasons on its products like in Diwali in India. strategy Place adopted by Multi-National organization. Wide range of distribution channel. NIKE Nike sells through different channel retail stores, brand outlets, exclusive showrooms, online stores Distributors Factory outlets Promotion: Extensively involved in Promotion and advertising. Nike uses sales promotions, advertisement campaigns, public relations and publicity. Marketing Building brand awareness and brand image. strategy Nike endorses various celebrities such as athletes, football players, cricketers, tennis etc. adopted by For Eg.- Roger Fedrerer, Tiger woods, Ronaldinho, Ronaldo. NIKE Endorses various teams and clubs such as Barcelona Football Club. Product promotions in movies and shows. Sponsers various event such as tour de France, FIFA World cup, Delhi Marathon. Advertisement in Newspaper, Social Media like Facebook. Cristiano Ronaldo Generated $500 Million In Value For Nike In 2016. Psychological core There are three stages in the process of perception starts with consumer exposure and attention to stimulus the consumer to Psychological interpretation. The first stage, exposure is the extent to people aware stimuli that aspect of within range of their sensory receptors. For example, (eyes, ears, nose, consumer mouth, fingers). Second stage of perception process is attention, attention happen behaviour when the stimulus activates the receptor nerves and send the result of sensations go to the brain for processing. For example, Nike has created visual identity with their ads through. television, newspaper and to captures consumer attention. The final stage of perception process is interpretation, interpretation mean that people assign to sensory stimuli. For e.g:-NIKE selected Cristiano Ronaldo for their sports shoes Psychological advertisement as it motivates youth to purchase NIKE shoes. Cristiano Ronaldo Generated $500 Million In Value For Nike In aspect of 2016. consumer behaviour Analyzing Porter's Five Forces Nike •Low market growth rate. •High aggressiveness of firms. •Moderate number of firms. Competitors Adidas Analysis on the •High market growth rate. •High aggressiveness of firms. basis of •High number of firms. Porter's Five Reebok •High competitive market growth rate. Forces •High aggressiveness of firm(few product is copied from nike,adidas) •High number of firms. Under Armour •High market growth rate(USA). •High aggressiveness of firms.(USA). •Moderate number of firms. Nike •Low switching costs. •Moderate substitute availability. •Small size of individual buyers. Bargaining Adidas power of •Low switching cost. •Low to moderate substitute availability . buyers or •Low to moderate size of individual buyers. buyers force Reebok •Low switching costs. •Low substitute availability •Low size of individual buyers. Under Armour •Low switching costs(USA). •High substitute availability.(USA). •Moderate size of individual buyers. Nike •High overall supply. •Large population of suppliers. •Moderate size of individual suppliers. Bargaining Adidas power of •High overall supply. •Large population of suppliers. suppliers •Low to moderate size of individual suppliers. Reebok •Moderate overall supply. •Moderate population of suppliers. •Low size of individual suppliers. Under Armour •High overall supply(USA). •Large population of suppliers..(USA). •Moderate size of individual suppliers.(USA) Nike •Moderate availability of substitutes (moderate force) •Moderate performance per price of substitutes (moderate force) •Low switching costs (strong force) Threat of Adidas substitutes or •High availability of substitutes. •Moderate performance per price of substitutes. substitution •Low switching costs. Reebok •Moderate availability of substitutes. •Moderate performance per price of substitutes. •Low switching costs. Under Armour •Low availability of substitutes.(USA). •HIgh performance per price of substitutes.(USA). •Low switching costs.(USA) Nike •High cost of brand development. •High economies of scale. •Moderate cost of doing business. Threat of New Adidas Entrants or •High cost of brand development. •High economies of scale. New Entry •Moderate cost of doing business. Reebok •High to Moderate cost of brand development. •Moderate economies of scale. •Moderate cost of doing business. Under Armour •Low to moderate cost of brand development..(USA). •Moderate economies of scale.(USA). •Low to cost of doing business.(USA) http://smallbusiness.chron.com/application-consumer-behavior- marketing https://www.slideshare.net https://repository.up.ac.za/bitstream/handle/2263/29162/02chapter 2.pdf?sequence=3 References http://slideplayer.com http://wikipedia.com http://panmore.com https://www.porteranalysis.com https://www.investopedia.com Consumer Behavior: Marketing Strategy Perspectives Book by Jerry Corrie Olson and Peter Drucker • Like and Share our Pages:
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