Nike Marketing Analysis
Market Research Nike : Associating Athletes, Performance, and the Brand
12/16/2013
PGDITBM 13-14 (Group 3)
Submitted By: Karuna Turlapati (13030264008) Lokesh Jha (13030264009) Abhinav Khare (13030264016)
Research Problem :
The marketing research problem is to determine consumer preferences for Nike as a Brand in the European Markets.
More specifically:
a. What criteria do consumers use for evaluating Nike shoes? Are they aware of the Nike as a leading brand in terms of atheletic shoes?
b. How do consumers evaluate the various brands of athletic shoes in terms of the choice criteria? Who all are the Major players in the Market? What are their Strengths?
c. Are the consumers willing to pay a premium price for high performance shoes?
d. What is the demographic and psychographic profile of customers loyal to Nike?
e. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists from consumers loyal to other brands in the European Markets?
Research Objective :
Research Objective goal is to find opportunities or to identify problems with the existing strategies at Nike and how the research can be conducted to achieve the desired Brand Awareness and Market Share in the European market. A survey needs to be conducted to find the obstacles which need to be considered before the Marketing strategies at Nike can be implemented to the European Markets.
Questionnaire for Market Research : Nike
PART A
Q1. How often do you wear athletic shoes?
a. One a month or less often ____
b. Two or three
12/16/2013
PGDITBM 13-14 (Group 3)
Submitted By: Karuna Turlapati (13030264008) Lokesh Jha (13030264009) Abhinav Khare (13030264016)
Research Problem :
The marketing research problem is to determine consumer preferences for Nike as a Brand in the European Markets.
More specifically:
a. What criteria do consumers use for evaluating Nike shoes? Are they aware of the Nike as a leading brand in terms of atheletic shoes?
b. How do consumers evaluate the various brands of athletic shoes in terms of the choice criteria? Who all are the Major players in the Market? What are their Strengths?
c. Are the consumers willing to pay a premium price for high performance shoes?
d. What is the demographic and psychographic profile of customers loyal to Nike?
e. What demographic, psychographic, and product usage characteristics differentiate Nike loyalists from consumers loyal to other brands in the European Markets?
Research Objective :
Research Objective goal is to find opportunities or to identify problems with the existing strategies at Nike and how the research can be conducted to achieve the desired Brand Awareness and Market Share in the European market. A survey needs to be conducted to find the obstacles which need to be considered before the Marketing strategies at Nike can be implemented to the European Markets.
Questionnaire for Market Research : Nike
PART A
Q1. How often do you wear athletic shoes?
a. One a month or less often ____
b. Two or three