Вы находитесь на странице: 1из 20

ADVERTISING AND BRAND

MANAGEMENT
ENVIRONMENTAL AND INDUSTRY ANALYSIS
• According to reports from various internet sources, the Indian
sportswear market grew 22 percent from 2015 to 2016, outpacing the
segment’s global increase of 7 percent.
• Men’s wear comprises the biggest share of the Indian sportswear
market followed by the women’s and kids’ segments. In the recent
past, the women’s market is progressively showing positive signs of
accelerated growth.
MACRO ENVIRONMENT
• As a whole, the sportswear market in India has traditionally been
dominated by the big international brands, aptly named the ‘Big Four’
— Reebok, Adidas, Nike and Puma. Most of these brands entered
the country in the 1990s and in the years that followed established
their presence through a flood of local franchisees.
MICRO ENVIRONMENT
• But, in the recent past, given the enthusiasm of consumers towards
sports and sportswear in general, a slew of brands (ASICS, HRX, Fila,
Lotto) both home grown and foreign, have mushroomed absorb the
market tendencies to cater to the rising needs of the consumers.
Indian brands, although young, have an edge over their international
peers – the price segment in which they operate
• The sportswear segment in India, like many other fashion segment, is
undergoing an astounding change of perception as well as evolution.
A noticeable change in the Indian sportswear industry is that it’s
becoming increasingly organized; and modern retail is picking pace in
small cities too, much to the delight of brands, suppliers and retailers
of sportswear and sports lifestyle products.
• Overall, the industry is poised to grow, and India will be a key market
as the awareness about sports and fitness increases and people
become aware of being healthy.
MARKET LEADER
• Brand History
• Nike, Inc. is an American multinational corporation that is engaged in
the design, development, manufacturing, and worldwide marketing and
sales of footwear, apparel, equipment, accessories, and services.
• The company is headquartered near Beaverton, Oregon, in
the Portland metropolitan area. It is the world's largest supplier
of athletic shoes and apparel and a major manufacturer of sports
equipment, with revenue in excess of US$24.1 billion in its fiscal year
2012. As of 2012, it employed more than 44,000 people worldwide. In
2014 the brand alone was valued at $19 billion, making it the most
valuable brand among sports businesses. As of 2017, the Nike brand is
valued at $29.6 billion. Nike ranked No. 89 in the 2018 Fortune 500 list
of the largest United States corporations by total revenue.
• Brand Architecture
• Nike's principal business is in the design, development,
marketing, and sale of athletic footwear, apparel, and
equipment.
• The company divides its products into six categories:
Running, NIKE Basketball, the Jordan Brand, Football
(Soccer), Training, and Sportswear. The company also
markets products for a wide variety of other sports and
activities as well as products designed for children.
• Most of Nike's apparel and footwear is specifically designed
for particular sports and activities, although the company
also markets all-purpose products.
• Marketing mix of Nike
• Product:
Nike offers a wide range of shoe, apparel and equipment products, all of which are
currently its top-selling product categories. Nike started selling sports apparel, athletic bags
and accessory items in 1979.
• Price
Nike’s pricing is designed to be competitive to the other fashion Shoe retailer. The pricing is
based on the basis of premium segment as target customers. Nike as a brand commands
high premiums. Nike’s pricing strategy makes use of vertical integration in pricing wherein
they own participants at differing channel levels or take part in more than one channel
level operations.
• Place
Nike shoes are carried by multi-brand stores and the exclusive Nike stores
across the globe. Nike sells its product to about 20,000 retail accounts in the
U.S. and in almost 200 countries around the world. In the international markets,
Nike sells its products through independent distributors, licensees and
subsidiaries.
• Promotions
Promotion is largely dependent on finding accessible store locations. Nike has a
number of famous athletes that serve as brand ambassadors such as the
Brazilian Soccer Team (especially Ronaldo, Renaldo, and Roberto Carlos), Lebron
James and Jermane O’Neal for basketball, Lance Armstrong for cycling, and
Tiger Woods for Golf.
Strengths Weaknesses
Lower brand
A wide variety of
recognition,
products, Latest
Preferences of the
market trends
consumer

Opportunities Threats
Sponsorships, Existing competitors,
Consumer Centric
Products International brands,
Legal environment
SEGMENTATION AND TARGETING
TARGETING
• Higher and middle
income groups
• Sports enthusiasts
• Professional athletes
• Youth
• India • For Ages 12- • To inspire • Utility
• Urban 50 up and based
Areas • Males and coming • Style based
Females athletes
• For Athletes
and the
general
consumers
POSITIONING
Resonance Sense of community
Judgements Give credibility to
Comfoletics for high quality
products and innovation, Feelings Inspiring the up
Value for money and coming athletes

Performance High quality, Imagery Status, Cool


light weight materials, Quotient
durable, comfortable

Salience
BRAND STRATEGY AND MARKETING
PROGRAMS
PRODUCT
• Sports based footwear (trainers, football boots)

• Sports based t-shirts, tracksuits, shorts, swimsuits, leotards and polo


shirts

• Sports based accesories (bag, watches)


BRAND STRATEGY AND MARKETING
PROGRAMS
PRICING
• Value Based pricing strategy
• Discounts

CHANNEL
• DTC Sales
• Online sales through the website
BRAND ARCHITECTURE

Comfoletics

Comfoletics Casuals
Comfoletics Accents Comfoletics Pro (For
(For youth, up and
(Bags, watches) athletes)
coming athletes)
BRAND LOYALTY
• INSPIRING YOUTH
• NO COMPROMISE ON QUALITY
• VALUE FOR MONEY
• EVERYTHING FOR EVERYONE
• TIMELY DELIVERY
ADVERTISING STRATEGY
• Target Audience: Men and Women between the ages
16-40
• Brand Objective: To inspire sportsmanship among the
youth
• Advertising Objective: To reach maximum consumer bases
(visual advertising)
• Goals:
• Sales
• Providing value for money products
• Innovation
• Keeping customers engaged with the latest products
• Increase brand loyalty with referral programs
• Influence consumer behaviour dynamics
• Promoting content according to the needs of the customers
GROUP MEMBERS
• Hrithik Gandhi (32)
• Rahul Kataria (72)
• Shashi Kiran Sundi (92)
• Rishabh Kumar (78)