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<b>Group ReportGroup 3 -MKT1725</b>

<b>MKT201-Consumer BehaviorLecturer: Bui Thi Hanh Thao</b>

<b>Survey form:</b>

<b>Table of contents</b>

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<b>I.Introduction 2</b>

<b>II.4Ps Marketing strategy Analysis 8</b>

● Secondary research: 81. Product 8

2. Price 103. Promotion 134. Place: 16

● Primary research 191. Product: 202. Price 233. Promotion: 234. Place 25

<b>III. Analysis customer’s behaviour. 27IV.Conclusion and recommendation 34V.References 34</b>

<b>I.Introduction</b>

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<b>1.1.Short profile of companyHistory:</b>

Nike is a multinational company that manufactures and sells sports footwear, apparel and accessories. The company was founded in 1964 in the city of Beaverton, Oregon, USA by Bill Bowerman and Phil Knight. Originally, the company was called Blue Ribbon Sports and operated as a distributor of Japanese Tiger footwear.

With the branding and development of quality products, Blue Ribbon Sports quickly achieved success in the sports footwear market. In 1971, the company decided to change its name to Nike, inspired by the Greek goddess of war along with the "Swoosh" logo designed by Carolyn Davidson.

In the years that followed, Nike continued to expand and reshape the athletic footwear industry. They signed endorsement deals with famous athletes like Michael Jordan and Tiger Woods, creating classics like the Air Jordan and Air Max.

The company continuously develops and expands new product lines and markets worldwide. Today, Nike is one of the largest sports companies in the world with billions of dollars in annual revenue and sponsors many major sports teams and events around the world.

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Nike's vision is to "remain the most authentic, connected, and distinctive brand" in the sports and fitness industry. The company strives to maintain its position as a leading global brand by delivering innovative and high-quality products, fostering strong connections with consumers, and staying true to its core values. Nike aims to be

recognized for its authenticity, innovation, and ability to inspire and empower athletes and individuals around the world.

Nike's mission is "To bring inspiration and innovation to every athlete* in the world.". Nike sees everyone as an athlete and is committed to providing the best products and services to help people reach their fullest potential in sport. This mission drives Nike to innovate

continuously, create breakthrough products, and inspire people to pushboundaries and achieve success.

<b>Product: Nike Shoes(characteristic)</b>

Nike shoes are designed to provide maximum comfort and

performance to the user. The company uses cutting-edge technologies like Nike Air, Flyknit, React and Zoom Air to create shoes that are lightweight, resilient, and supportive.

With a variety of styles, Nike shoes are suitable for many sports activities and are also suitable for everyday use. From running, soccer, basketball to fashion shoes, Nike meets the needs of users with a variety of shoe models and diverse styles.

In addition, Nike also has a vision of sustainability and a commitment to the environment. They focus on using recycled materials and energy-saving technology in the shoe manufacturing process.

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In short, Nike shoes are a combination of beautiful design, innovative technology, quality and a commitment to sustainability, bringing comfort and style to users around the world.

<b>1.2. Target market and target customer:Target market:</b>

Nike is targeting target market regions around the world. Key areas that Nike focuses on include:

North America: Nike has a strong presence in the North American market, including the United States and Canada. This is an area with a developed sports industry and a large number of consumers interested in sports and exercise.

Europe: Nike also focuses on the European market, which includes countries like the UK, Germany, France, Italy, and Spain. Europe has a large sports community and the demand for sports and fashion products is growing.

Asia: With the rapid development of the economy and sports culture, Asia becomes a potential market for Nike. Countries like China, Japan, and South Korea are important target regions for Nike in this region.

<b>Target Customer:</b>

Nike's target market primarily consists of athletes and sports enthusiasts. However, the company has also expanded its reach to include a broader consumer base that values an active and healthy lifestyle. Nike targets individuals of all ages and genders who are interested in sports, fitness, and athletic performance.

Demographic:

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+)Sex: Mostly men (60% men and 40% women and others)

+)Age: Mostly 18-25

+)Income:No income and under 5 millions a month is the majority

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<b>Life style:</b>

Nike customers value an active and healthy lifestyle. They are typically passionate about sports, fitness, and outdoor activities. Nike customers prioritize physical well-being and enjoy participating in various sports and exercise routines.

Notable Nike user personalities include:

Passion and dedication: Nike users often have a deep passion for sports and are dedicated to training and developing their athletic skills.

Competitiveness and determination: Nike users love a challenge and are always highly competitive. They are determined to overcome their personal limitations and achieve success in sports.

Confident and Creative: Nike users are often confident and creative in expressing themselves through sports style and product selection. They have the ability to create unique personal styles.

Teamwork and Society: Nike users love being involved in sports and social communities. They seek to bond with like-minded people and push each other to achieve their sporting goals.

<b>1.3. Objectives: make a research and analyze the consumer behaviour in buying (product) of (company).</b>

Create a survey and collect at least 100 feedbacks from customer in order to:

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-Give an overview of the customer profile. Find out what target groups Nike consumers fall into.

-Research the important factors and psychological changes that lead to consumers' decision to buy Nike shoes.

-Evaluate the impact of Nike's 4P marketing campaign on consumers and consumers' perception of this 4P marketing strategy.

-Learn about customer reviews and feelings after using Nike shoes and the reasons why customers return to buy Nike shoes or no longer use Nike shoes.

<b>II.4Ps Marketing strategy Analysis</b>

Nike's product marketing strategy focuses on product innovation, product segmentation, combining fashion and performance, durability and technology, and creating unique and limited merchandise. Here is a detailed breakdown of Nike's marketing strategy for the product:

Secondary research:

1.Product

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Nike puts product innovation at the heart of its marketing strategy. They continuously research and develop new technologies to deliver products that are superior in performance and comfort. The introduction of cutting-edge technologies like Nike Air, Flyknit and Dri-FIT helps Nike stay competitive and capture customer interest.

Nike divides its products into different lines to serve the needs of different customer groups. They offer running shoes, basketball shoes, soccer shoes, sports clothing and accessories for a variety of sports purposes and activities. By segmenting products, Nike is able to increase engagement and reach a diverse audience.Product innovation:

Product Segment:

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Nike creates a combination of fashion and performance in its products. They not only focus on strong sporty features but also focus on style, color and aesthetic elements. This allows Nike to capture the interest of both sports-minded consumers and fashion-conscious consumers.

Nike aims to achieve sustainability in the manufacturing process. They are committed to reducing waste, using recycled materials and adopting environmentally friendly technology. By emphasizing environmental sustainability and focusing on technology, Nike builds trust and attracts customers who care about the environment.

Nike often launches limited editions and special collaborations with other celebrities, designers, and brands. This creates great excitement and expectations from customers. Nike leverages the creation of unique Combine fashion and performance:

Sustainability and technology:

Create unique and limited merchandise:

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and limited merchandise to create excitement, engage customers, and enhance its brand value.

Nike's pricing strategy focuses on pricing products based on factors such as brand equity, market segmentation, and competitive strategy. Here is a detailed breakdown of Nike's marketing strategy on pricing:

Overall, Nike's marketing strategy for products focuses on innovation, segmentation, combining fashion and performance, sustainability and technology, as well as creating unique and limited merchandise. By working on these factors, Nike has built a strong reputation and set itself apart in the sports and footwear industries.

Brand value: Nike is a leading brand and is considered a symbol of quality and performance. The Nike brand has built a strong and highly regarded reputation in the sports industry. As such, Nike can use the brand value to impose a higher price and be accepted by customers.

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Market Segmentation: Nike adopts a segmentation pricing strategy to serve different customer groups. They offer products at different price points to meet the needs of each segment. For example, Nike has premium products for professional athletes and affordable products for everyday consumers.

Competitive Strategy: Nike prices its products based on competition in the sports industry. They review the prices of their competitors to ensure that their prices are competitive and attractive to customers. Nike will offer flexible pricing policies, including periodic promotions and discounts, to attract and retain customers.

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Nike's promotional marketing strategy focuses on creating attractive promotions and engaging customers. Here is a detailed analysis of Nike's marketing strategy on promotion:

Skimming prices and discounts: Nike often adopts a skimming pricing strategy (high starting price) when launching new products. This allows them to take advantage of customer expectations and the ability to pay high prices from the earliest group of customers. After that, Nike will gradually reduce the price to reach a wider audience and increase sales.

Sale Season Sale: Nike often runs big sales during the sale season like Black Friday, Cyber Monday, and other major holidays. This is a way for them to attract customers' attention and facilitate the purchase of their products.

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Special promotions: Nike also regularly organizes special promotions to attract customers' interest. Typically they run

programs like "Sale Off" with special discounts on selected products or "Flash Sale" for a limited time.

Members-only promotions: Nike offers special offers to members of the NikePlus program. Through membership registration,

customers can receive benefits such as limited editions, exclusive

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discounts, giveaways, and access to special events. This incentivizes customer loyalty and creates a community of Nike fans.

Online advertising and marketing: Nike uses online advertising and marketing to announce promotions and special offers. They use social networks, websites, email marketing and mobile applications to reach and send information to customers. Nike also regularly collaborates with sports stars and celebrities to promote its promotions.

Event and Seasonal Promotions: Nike often offers promotions based on special events like the World Cup, Olympics, and other major sporting events. They also create special collections for holidays like Christmas, New Year, Lunar New Year

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Advertising is one of the biggest contributors to Nike's ability to attract customers. The company relies heavily on advertising, especially those involving celebrities. Advertisements that receive high customer support often include professional athletes and sports teams.

Nike's marketing strategy on distribution (Place) focuses on creating convenience for customers and building a wide distribution network. Here is a detailed analysis of Nike's marketing strategy on distribution:

1.Place:

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Retail Network: Nike has an extensive retail network across the globe, including both Nike Official Stores and retail partners. They have Nike Flagship, Nike Factory Stores, and Nike Store stores in major shopping malls, as well as partnerships with other sports stores and retailers. This helps Nike reach customers in multiple locations and facilitate the purchase of its products.

Online sales channel: Nike invests heavily in online sales channels, including their official website and mobile application. Customers can easily access and shop for Nike products online, and enjoy services like shipping, returns, and customer care. The online sales channel helps Nike expand its influence and reach global customers.

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We can see that the coverage of nike shoes is very high when through a survey of 100 people, we find that about 79% of Distribution Partners: Nike also establishes distribution partnerships with partners worldwide. This includes cooperation with retailers, distributors, and e-commerce partners. By working with distribution partners, Nike is able to expand its reach and strengthen the

distribution of its products in specific geographic regions and markets.

Omnichannel shopping experience: Nike creates an omnichannel shopping experience for customers by combining online and offline channels. For example, customers can order online and receive goods at the nearest store or use a mobile application to view any product information anytime, anywhere.

Primary research

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people have used Nike shoes and only 21 percent have never used them.

1.Product quality:

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Users rate the design of Nike shoes highly with 65.8%. This shows that Nike places emphasis on creating stylish and trendy designs, while responding to the diversity of customers' preferences and styles.

60.8% of users think that Nike shoes bring a very comfortable feeling. This shows that Nike has placed great emphasis on providing comfort and good foot support to the user.

However, there are some negative reviews about some quality parts ofNike shoe products. For example, only 21.5% of users think Nike shoeshave superior technology than other brands. This shows that Nike may need to improve and increase the application of advanced technologyin their products to make a noticeable difference. In addition, 39.2% of users think that Nike shoes are worth the money. This enhances thevalue of Nike products and shows that a part of users feel satisfied withthe price and quality of the product.

1.With 79% of users saying that product quality is what sets Nike shoes apart from other brands, this shows that Nike has created products of good quality and reliability. This contributes to building trust and credibility from customers.

1.Comfortable:

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Qualities to be appreciated:

-Youth: 79.7% of users consider Nike shoes to be youthful, Nike's design team has succeeded in creating products that are attractive and

suitable for a young audience.

-Dynamic: 72.7% of users think that Nike shoes are dynamic, suitable for sports activities and forms of movement.

-Fashion: 51.9% of users appreciate the fashion of Nike shoes, showing that Nike has succeeded in creating designs that are in line with modern fashion trends.

Qualities to improve:

-Maturity: 32.9% of users think that Nike shoe products do not reach a high level of maturity, maybe Nike needs to create product designs and styles that are suitable for a more mature audience.

-Fashion: 34.2% of users think that Nike shoes are not fashionable, which shows that improvement and innovation in design is needed to meet the latest trends in the market. .

-Strong: 31.6% of users think that Nike shoes are not strong enough, maybe Nike needs to create products with stronger features and characteristics to attract customers with these needs.

-Personality: 35.4% of users think that Nike footwear products do not achieve high personality, which shows that Nike needs to create

products with unique styles and characteristics to serve customers who want them. want personalization.

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