Research Paper on "Marketing Plan Project"

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Nike

Marketing Nike Free in Turkey

The Nike Free line offers runners a 'barefoot running' sensation consistent with a growing market trend toward lightweight running shoes. The discussion here considers the marketing mix impacting Nike Free as it enters a competitive Turkish footwear market. The budgetary, targeting and media strategies are discussed with an emphasis on improving awareness and appeal amongst both fitness and fashion devotees.

Market Trends:

Recent years have seen a burst of interest in running both for recreational and fitness purposes. And as the popularity of this exercise pastime continues to advance, so too does the conversation on the footwear that is best to facilitate this activity. With the understanding that traditional shoes can add to the wear and tear caused to your joints by running impact, there is a growing focus on running shoes that can help to absorb potentially damaging shock.

This demand combines with the imperative created by growing fashion demands as well. Increasingly, going to the gym is not just about fitness. Many people go to the gym to socialize, meet singles and a host of other activities for which fashion is a genuine priority. These two market trends converge to drive the innovation that is the Nike Free running sneaker. A shoe that works to meet both the fashion demands and the functionality imperatives sought by today's runner, the introduction of the Nike Free in the Turkish footwear market has a chance to be extremely successful. This is because it brings several innovations to the growing Turkish footwear market. Specifically, there is a growing agreement

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among fitness experts that some runners may benefit from a lightweight 'barefoot running' style shoe. At under 8 grams of weight and boasting an extremely malleable texture, the Nike Free succeeds in creating a new model for athletic footwear that may significantly reduce the awkward and heavy steps caused by traditional sneakers. The discussion below considers this innovation in light of market competition and target buyer expectations.

Competition:

Product Category and Form Competition

The Nike Free occupies the athletic footwear product category. It also occupies the subordinate market of running shoes and, more specifically, the barefoot running market. The Nike Free's lightweight design poises it to compete with other barefoot running shoes currently available. As Nike explains of the innovative running shoe, the product is "specifically designed to let your feet move more naturally and freely than traditional athletic shoes. Over time, this helps make your feet stronger. But because you'll be using some muscles in your feet more than you might be used to, it may take some time for them to get used to all that freedom." (Nike, p. 1)

This dynamic informs the nature of the product and, therefore, the competition that it will face from other lightweight 'barefoot running' products. Among those which are most popular and well-known are the separated-toe design by Vibram Fivefingers, the comfort-oriented Brooks and the versatile New Balance. Nike must consider what each of these competitors brings to the marketplace before bringing its product to the Turkish footwear sector.

Generic Competition

With respect to said sector, Nike must prepare for competition within Turkey's domestic footwear production market. This is because, according to Fibre2Fashion (2008), Turkey's own locally-sourced footwear design industry is a fast-growing one. According to Fibre2Fashion, "Turkey's shoe production reached 200 million pairs in 2004. Almost 26% of the production consists of leather shoes. In addition, there has been a rapid increase in the manufacture of plastic shoes and slippers. The footwear sector relies on Turkish made shoe production machinery as well as shoe parts. The share of the shoe parts industry in the total shoe industry production is around 5% and production is very diversified."

The importance of the growing shoe manufacturing industry in Turkey may pose a challenge to Nike as it attempts to penetrate a market dominated by local producers.

Budget Competition

One particular advantage for Nike in this context is that it operates on a substantially more fluid budget that many of its would-be competitors. This will help to… READ MORE

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Quoted Instructions for "Marketing Plan Project" Assignment:

“

Hi,

This is my *****'marketing plan*****' course. And this assignment is my final project.

My topic is to INTRODUCE NIKE FREE RUNNING SHOES INTO THE TURKEY MARKET.

SO, import Nike Free running shoes from U.S to TURKEY.

We have 20 million. And we should just paying for marketing expenses, not looking for real fast return. Show major categories of spending.Prepare a defend your choices or allocation.

I need a marketing plan. The instructions will be;

1-Executive summary

2-Market facts/trends- Insert 3 implications here

3-Competition- (Description of a competitive set, 1-Product category and form competiton, generic competiton and budget competition 2- Market attractiveness of your form, 3-Positioning or perceptual map of your brand relative to direct competition key factors)

4-Set goals and Measurements

5-Strategic Marketing Goals

6-Tactical Marketing Goals

7- Budget ( Show major categories of spending. We have 20 million dollars)

8- Target (My target segments are *****'fitness trendsetters*****' and *****'fitness fashionistas*****'. I have definitions of them in previous assignment.(I am also uploading them) You should create persona profile by name and description for each these segments. ( I will send a sample of these personas from instructors*****' past presentations, *****'Sprinkles*****' presentation includes best personas ( personas are fiction)

9-Last part is about *****'How you plan to reach your target*****'

This part includes Positioning Statement ( clarify positioning), Key Message (create messages) and Media Selection (select specific media tools to reach these target groups)

- You should also select the celebrity or expert spokesperson who would be ideal for one or both segments- an aspirational figure

- And also one sample of marketing communications (could be social media campaign) that would promote or advertise my product -Nike Free running shoes.

Please, I don*****'t want advanced writing, I chose Freshman English.

Thank you.

*****

Customer is requesting that (re *****

*****

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