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Nike Running Shoes Essay

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INDIAN INSTITUTE OF TECHNOLOGY MADRAS Department of Management Studies MS 5050 Marketing Management – I Assignment NIKE RUNNING SHOES By: MS14A061 Venkat Singhal CONTENTS Page Introduction 2 History of Athletic Shoes 3 Threats & Opportunities in General Environment 4 Value Chain Analysis 6 Marketing Mix 8 Segmentation 9 Market Survey 10 Inferences 11 How Running Shoes Saved Nike 11 Introduction: The RNCOS research paper “Sportswear Market in India” anticipates that the current size of the Indian sportswear industry is worth Rs. 36,580 crores, which is expected to grow at a CAGR of almost 33 during the period 2010-2014. The current market …show more content…

Product Nike has a wide range of running shoes starting from basic features at low price to advanced high-end comfort features at high premium prices. The various running shoes are categorized based on the needs of the customer. For example, • Gender: Men, women, kids • Shoe Technology: Zoom, Air Max, Lunarlon, Free, Flyknit, Dynamic Support, Flywire, Air, Nike+ • Best For: Barefoot-like ride (lightweight and flexible), neutral ride (superior cushioning for a smooth run), stability (increased support and excellent cushioning), trail (low-profile cushioning and traction), racing (designed to compete at high speeds) • Surface: Road, track, trail • Custom: Nike gives customers an option to customize their shoes as they want. A customer can choose his/her cushioning, outsole, flex and more to meet the demands of his/her run. • Material: Flyknit, mesh, metallic, patterns, reflective, synthetics, water-resistant • Width: Narrow, wide 2. Price: Nike positions itself in terms of superior quality, design and technology. So it commands premium pricing across all running shoe categories. A product’s price has a strong correlation with its position in the life cycle. In the introduction phase, a penetration price may be used. In the maturity phase, promotional and discounted prices may be used. In the decline phase, sale or mark-down prices may be used to dispose-off unwanted

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