Presentation on theme: "Global Segmentation , Targeting and Positioning pada Nike Inc"— Presentation transcript:
1Global Segmentation , Targeting and Positioning pada Nike Inc oleh :Ahmad Galih HArciana Damayanti
2Sejarah Perusahaan 1962: Philip H. Knight founds Blue Ribbon Sports (BRS) to import Japaneserunning shoes : BRS takes its first delivery of 200 shoes from Onitsuka Tiger 1964: BRS becomes partnership between Knight and Bowerman : The company's first retail outlet opens : Company is incorporated; the Bowerman-designed Cortez shoe becomes a big seller : BRS begins manufacturing its own products overseas, through subcontractors; the Swoosh trademark and the Nike brand are introduced.
3Sejarah 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 : Company changes its name to Nike, Inc : First line of clothing is launched and the Nike Air shoe cushioning device debuts : Nike goes public : Nike International, Ltd. is created to spearhead overseas push : 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.
4Sejarah Perusahaan (3)1990: First NikeTown retail outlet opens in Portland, Oregon : Revenues reach $3 billion : Company acquires Canstar Sports Inc., the leading maker of skates and hockey equipment in the world, later renamed Bauer Nike Hockey Inc : Company signs golfer Tiger Woods to a 20-year, $40 million endorsement deal : The Nike equipment division is created : Company begins selling its products directly to consumers via its web site.
5Profil PerusahaanNike'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
6Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 IntroductionVariation 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 productsChapter 7Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
7SEGMENTING Berrigan & Finkbeiner Pengelompokan, pembagian, pemisahan kelompok pelanggan dengan kebutuhan yang samaEtzel, Walker & StantonProses 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)
8Kotabe & Helsen's Global Marketing Management, Third Edition, 2004 Fungsi SegmentingPerusahaan 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 7Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
9Bases for Country Segmentation GeographicDemographics StaticDemographics variables are among the most popular criteria.Socioeconomic VariablesCaveats in using per capita income as an economic development indicator:Monetization of transactions within a countryBehaviorNikeLifestyles}Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
10Segments ideally should possess the following set of properties: Identifiable (define & measure)Sizable (large)Accessible (distribution quality)StableResponsiveActionable
11Reasons for International Market Segmentation Country Screening (GO, NO GO, STUCK)Global Market ResearchEntry Decisions (Choose strategy)Positioning StrategyResource AllocationMarketing Mix PolicyBalance between standardization and customization Targeting
12International Market Segmentation Approaches International segmentation procedures:Country-as-segments or aggregate segmentationDisaggregate international consumer segmentationTwo-stage international segmentation(ex : NIKE. Inc)Chapter 7Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
13Segmentation scenarios Universal or Global Segment Nike1Regional Segments2Unique (diverse) segments)3
14International Positioning Strategies Nike formulation of a positioning strategy steps:Identify the relevant set of competing products or brands.Determine current perceptions held by consumers about your product/brand and the competition.Develop possible positioning themes.Screen the positioning alternatives and select the most appealing one.Develop a marketing mix strategy.Over time, monitor the effectiveness of your positioning strategy and if needed, conduct an audit.Praktis, kuat, tahan lama dan trendiMemposisikan produk-produk mereka sebagai produk dengan nilai prestise dan elegan namun simple& 4. Menggandeng atlet –atlet berprestasi dan marketable untuk merepresentasikan positioning mereka dalam tiap-tiap kategori segmen (Maria Saraphova & Lebron James+ Nicole Scherzinger)Develop a marketing mix strategy (Nike Golf).Monitoring & audit.
16Global, 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 cultureChapter 7Kotabe & Helsen's Global Marketing Management, Third Edition, 2004