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

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Presentation on theme: "Oleh : Ahmad Galih H 0808138 Arciana Damayanti 0808688 1 Global Segmentation, Targeting and Positioning pada Nike Inc."— Presentation transcript:

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

2 2 Sejarah Perusahaan 1962: Philip H. Knight founds Blue Ribbon 1962: Philip H. Knight founds Blue Ribbon Sports (BRS) to import Japanese 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. 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.

3 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. 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.

4 4 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. 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.

5 5 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: Other Footwear Manufacturing; Men's and Boys' Cut and Sew Apparel Manufacturing; Women's and Girls' Cut and Sew Apparel Manufacturing; Sporting and Athletic Goods Manufacturing; Footwear Wholesalers; Other Clothing Stores; Shoe Stores

6 Chapter 7Kotabe & Helsen's Global Marketing Management, Third Edition, Introduction Variation in customer needs is the primary motive for market segmentation. 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. 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. 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 Determine a competitive positioning strategy for its products

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

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

9 9 Bases for Country Segmentation Geographic Geographic Demographics Static Demographics Static –Demographics variables are among the most popular criteria. Socioeconomic Variables Socioeconomic Variables –Caveats in using per capita income as an economic development indicator: »Monetization of transactions within a country Behavior Behavior Nike Nike Lifestyles Lifestyles }

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

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

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

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

14 14 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 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.

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

16 Chapter 7Kotabe & Helsen's Global Marketing Management, Third Edition, Global, Foreign, and Local Consumer Culture Positioning Global consumer culture positioning (GCCP) Global consumer culture positioning (GCCP) –Brand as a symbol of a given global consumer culture (Nike) Local consumer culture positioning (LCCP) Local consumer culture positioning (LCCP) – Brand as an intrinsic part of the local culture. Foreign consumer culture positioning (FCCP) Foreign consumer culture positioning (FCCP) – Brand mystique built around a specific foreign culture

17 Prestige & Style Price Nike Positioning strategies Nike Adidas

18 Nike 2 34 Unifom Positioning Strategy Different Positioning Strategies Universal SegmentDifferent segmens Global Positioning and Segmentation strategies

19 19 TERIMA KASIH


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