flats

The purpose of the report in context is to present a Marketing Plan proposal to Nike’s senior management on how to market the modified sneakers for the elderly. In order to make an effective marketing plan, findings indicate that marketing research and information is imperative for both environmental and competitor analysis. So to speak, the report has delved deeper to present how the 4Ps of marketing mix would be utilized for better marketing of the product. Equally important, the report has presented a marketing plan budget as a percentage of the total production cost while presenting both control and evaluation procedures to ensure the success of the marketing plan. Accordingly, the report has provided a contingency plan in case the marketing plan failed while at the same giving remedies for each unforseen event.

Product Overview

The footwear industry has witnessed continued development of innovative products meant to address the needs of consumers on the market (Perazza & Rodrigues, 2010). As a result, Nike, Inc. faces stiff competition from other players in the market such as Reebok, Adidas, among others. The development of modified sneakers for the elderly will therefore enhance the competitive ability of Nike, Inc. on the market. To begin with, modified sneakers are designed in such a way that they offer comfort to the elderly people (Branthwaite & Chockalingam, 2010). Apart from comfort, the sneakers are also designed in such a way that they offer stability, thus preventing falls. In line with this, the modified sneakers for the elderly will contain an integrated microchip that has capabilities of detecting and analysing the ground surface and activate the safety options of the shoes thus averting possibilities of falls. Similarly, these shoes have the capability of providing therapeutic and health benefits to the users. This is coupled by the fact that the shoes are designed with fashion in mind, thus remaining fashionable for the elderly.