Nike
Proposal for
Nike Dri-FIT
Market Research
Prepared for: Alison Dean
June 14, 2009
Table of Content
Executive Summary
Background
Problem Definition
Research Design
Fieldwork Data Collection
Data Analysis
Reporting
Timing
Appendices
Executive Summary
This proposal responds to your brief of June 15 2009 and describes:
Business Objective:
–
to change, reinvigorate or phase out the Dri-FIT range of products
Research Objective:
–
to assess if consumers are aware of the brand and the media communications.
–
to assess if consumers are familiar with the technology and consider it important.
–
to understand purchase interest across different price points and evaluate spend potential.
–
to assess consumer preferences to designs, colours and materials.
–
to evaluate in store distribution, visibility and availability.
Our Recommended Approach:
Store Audit:
Visit stores to assess what are the barriers to purchase (poor visibility, limited availability and knowledge of sales staff)
Qualitative:
Conduct focus groups with user groups to explore reactions to the brand, the
designs and media communication material.
Quantitative:
Conduct questionnaires outside stores to measure awareness of the brand and media communication material and to assess interest at current and alternative price points.
Sample Composition: n=300 Questionnaire / n=8 Interviews with Store Managers / n=5 Focus Groups
Timing:
10 weeks from project confirmation
Background
Background
Nike was established in 1971 and is a global marketer of athletic footwear, apparel and equipment. It’s swoosh logo and
‘Just Do It’ slogan have motivated millions all over the world (Malhotra, 2007: 404-405).
Consumers receive information from different media sources and make good use of it to collect product information of their preferred products (Schiffnan et al., 2005). Because consumer knowledge of products and
Nike Dri-FIT
Market Research
Prepared for: Alison Dean
June 14, 2009
Table of Content
Executive Summary
Background
Problem Definition
Research Design
Fieldwork Data Collection
Data Analysis
Reporting
Timing
Appendices
Executive Summary
This proposal responds to your brief of June 15 2009 and describes:
Business Objective:
–
to change, reinvigorate or phase out the Dri-FIT range of products
Research Objective:
–
to assess if consumers are aware of the brand and the media communications.
–
to assess if consumers are familiar with the technology and consider it important.
–
to understand purchase interest across different price points and evaluate spend potential.
–
to assess consumer preferences to designs, colours and materials.
–
to evaluate in store distribution, visibility and availability.
Our Recommended Approach:
Store Audit:
Visit stores to assess what are the barriers to purchase (poor visibility, limited availability and knowledge of sales staff)
Qualitative:
Conduct focus groups with user groups to explore reactions to the brand, the
designs and media communication material.
Quantitative:
Conduct questionnaires outside stores to measure awareness of the brand and media communication material and to assess interest at current and alternative price points.
Sample Composition: n=300 Questionnaire / n=8 Interviews with Store Managers / n=5 Focus Groups
Timing:
10 weeks from project confirmation
Background
Background
Nike was established in 1971 and is a global marketer of athletic footwear, apparel and equipment. It’s swoosh logo and
‘Just Do It’ slogan have motivated millions all over the world (Malhotra, 2007: 404-405).
Consumers receive information from different media sources and make good use of it to collect product information of their preferred products (Schiffnan et al., 2005). Because consumer knowledge of products and
References: Alreck, P.L. and Settle, R.B. (1999) Strategies for building consumer brand preference, The Journal of Product & Brand Management, Vol 8, No 2, pp 130-144, viewed 13 June 2009 http://www.emeraldinsight.com Francis, G. (2007) Introduction to SPSS for Windows, v15.0 and 14.0, Pearson Education Australia Kay, M Malhorta, N. K. (2007) Marketing Research: An Applied Orientation 5th Edition, New Jersey, Pearson Prentice Hall. Morgan, D. (1993) Successful focus groups : advancing the state of the art Chapter 1, pp. 3-19, Sage Publications, Newbury Park, Calif. Ramaswamy, V. (2008) Co-creating value through customers ' experiences: the Nike case, Strategy & Leadership, Vol 36, No 5, pp 9-14, viewed 13 June 2009 http://www.emeraldinsight.com Rossenberger, P. J. (1996) Focus Groups: An Introduction for the Uninitiated, pp. 1-15, Department of Management, University of Newcastle Shiffman, L., Bednall, D., O’cass, A., Paladino, A. and Kanuk, L. (2005) Consumer Behaviour, 3rd Edn, NSW, Person Education Australia W illiamson, K. (1989) Research methods for students, academics and professionals: information management and systems, Kirsty 2nd ed., Chapter 14,2002,pp