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Global Segmentation , Targeting and Positioning pada Nike Inc

Global Segmentation , Targeting and Positioning pada Nike Inc. Sejarah Perusahaan. 1962: Philip H. Knight founds Blue Ribbon Sports (BRS) to import Japanese

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Global Segmentation , Targeting and Positioning pada Nike Inc

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  1. Global Segmentation , Targeting and Positioningpada Nike Inc oleh : Ahmad Galih H 0808138 ArcianaDamayanti 0808688

  2. Sejarah Perusahaan • 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.

  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.

  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.

  5. Profil Perusahaan Nike's Corporate Mission Statement: 'To be the world's leading sports and fitness company.' Public CompanyIncorporated: 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

  6. Introduction • 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 Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

  7. SEGMENTING Berrigan & Finkbeiner Pengelompokan, pembagian, pemisahankelompokpelanggandengankebutuhan yang sama Etzel, Walker & Stanton Prosesmembagipasarkeseluruhanuntuksuatuprodukkedalambeberapakelompokyglebihkecil, dimanamasing-masingkelompokrelatifhomogen (poladankebiasaan, motif &tujuanpembelian, respon)

  8. Fungsi Segmenting Perusahaan fokusdalammengalokasikansumberdaya (pelayananbaik, mendominasisegmen) Menentukankomponen-komponenstrategisdan value secarakeseluruhan (memberikan basis acuandalammenentukanposisioning, diferensiasi marketing mix dan selling dalammembangun brand perusahaan) Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

  9. Bases for Country Segmentation • 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

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

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

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

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

  14. International Positioning Strategies • 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. Nike formulation of a positioning strategy steps: • Praktis, kuat, tahan lama dantrendi • Memposisikanproduk-produkmerekasebagaiprodukdengan nilaiprestisedanelegannamunsimple • & 4. Menggandengatlet –atletberprestasidanmarketable untukmerepresentasikanpositioning merekadalamtiap-tiapkategorisegmen (Maria Saraphova & Lebron James+ Nicole Scherzinger) • Develop a marketing mix strategy (Nike Golf). • Monitoring & audit.

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

  16. Global, 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 culture Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

  17. Nike Positioning strategies Nike Adidas Prestige & Style Price

  18. Global Positioning and Segmentation strategies Universal Segment Different segmens Unifom Positioning Strategy Different Positioning Strategies

  19. TERIMA KASIH

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