Global Segmentation Targeting and Positioning pada Nike Inc

Global Segmentation , Targeting and Positioning pada Nike Inc oleh : Ahmad Galih H 0808138 Arciana Damayanti 0808688 1

Sejarah Perusahaan n 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. 2

Sejarah Perusahaan (2) n 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.

Sejarah Perusahaan (3) n 1990: First Nike. Town 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. 4

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 5

Introduction n n 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 Chapter 7 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 6

SEGMENTING Berrigan & Finkbeiner Pengelompokan, pembagian, pemisahan kelompok pelanggan dengan kebutuhan yang sama n 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) n 7

Fungsi Segmenting Perusahaan fokus dalam mengalokasikan sumberdaya (pelayanan baik, mendominasi segmen) n Menentukan komponen-komponen strategis dan value secara keseluruhan (memberikan basis acuan dalam menentukan posisioning, diferensiasi marketing mix dan selling dalam membangun brand perusahaan) n Chapter 7 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 8

Bases for Country Segmentation n n 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 } Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 9

Segments ideally should possess the following set of properties: – Identifiable (define & measure) – Sizable (large) – Accessible (distribution quality) – Stable – Responsive – Actionable 10

Reasons for International Market Segmentation n n n Country Screening (GO, NO GO, STUCK) Global Market Research Targeting Entry Decisions (Choose strategy) Positioning Strategy Resource Allocation Marketing Mix Policy – Balance between standardization and customization 11

International Market Segmentation Approaches n International segmentation procedures: – Country-as-segments or aggregate segmentation – Disaggregate international consumer segmentation – Two-stage international segmentation (ex : NIKE. Inc) Chapter 7 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 12

Segmentation scenarios 1 Universal or Global Segment Nike 2 Regional Segments 3 Unique (diverse) segments)

International Positioning Strategies Nike formulation of a positioning strategy steps: 1. Identify the relevant set of competing products or brands. 2. Determine current perceptions held by consumers about your product/brand 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. 1. Praktis, kuat, tahan lama dan trendi 2. 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. 14

International Positioning Strategies (contd. ) Universal Positioning Appeals - Positioning themes: » Specific product features/attributes » Product benefit, solutions for problems Nike » User Category » User application » Heritage » Lifestyles Chapter 7 { Thierry Henry Frank Lampard Tiger Woods Maria Sharapova Others Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 15

Global, Foreign, and Local Consumer Culture Positioning n n n 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 Chapter 7 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 16

Nike Positioning strategies Nike Adidas Prestige & Style Price

Global Positioning and Segmentation strategies Universal Segment Different segmens Unifom Positioning Strategy Nike 2 Different Positioning Strategies 3 4

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