Nike Positioning 
Positioning
The way the consumers think about the brand is called positioning i.e. the place of the brand in the minds of the consumers. Despite the fact that our products are unique, the brand image in not very favourable in the minds of the consumers as people are easily switching to competitor’s products and for this, we will work on its brand image. We will do a lot of Corporate Social Responsibility activities and will also sponsor sports events to make the consumers aware of their presence in the. All this would help make consumers loyal to Nike.
We will identify the points of parity and points of difference to tell the people the way in which Nike is unique from its competitors and why the consumers should buy Nike’s products over the competitor’s products.
We must recognize that an innovative product such as the FuelBand needs to be backed by an equally innovative positioning. Hence, we will develop the tagline, “Life is a game-a sport, Make every second count”, which successfully integrates Nike’s ongoing Make It Count campaign. Although the idea of life being a sport is well-known and even sometimes used in everyday language, we will commercialise this tagline.
First, it will elevate Nike’s brand value and perception in the minds of Indian consumers. This idea of life as a sport creates a unique brand association because it essentially redefines the meaning of sports, and in turn serves as a key differentiator for the Nike brand.
Second, it will establish a competitive advantage in the minds of customers, particularly because it represents the timeless value of life which other brands within the sportswear and equipment industry are yet to do.
Third, this positioning strategy will widen Nike’s target market. In particular, non-athletes and non-traditional athletes will have a stronger sense of connection to the brand because they can all relate to this universal idea of life.
Ultimately, marketing the FuelBand using this idea of life as a sport will
The way the consumers think about the brand is called positioning i.e. the place of the brand in the minds of the consumers. Despite the fact that our products are unique, the brand image in not very favourable in the minds of the consumers as people are easily switching to competitor’s products and for this, we will work on its brand image. We will do a lot of Corporate Social Responsibility activities and will also sponsor sports events to make the consumers aware of their presence in the. All this would help make consumers loyal to Nike.
We will identify the points of parity and points of difference to tell the people the way in which Nike is unique from its competitors and why the consumers should buy Nike’s products over the competitor’s products.
We must recognize that an innovative product such as the FuelBand needs to be backed by an equally innovative positioning. Hence, we will develop the tagline, “Life is a game-a sport, Make every second count”, which successfully integrates Nike’s ongoing Make It Count campaign. Although the idea of life being a sport is well-known and even sometimes used in everyday language, we will commercialise this tagline.
First, it will elevate Nike’s brand value and perception in the minds of Indian consumers. This idea of life as a sport creates a unique brand association because it essentially redefines the meaning of sports, and in turn serves as a key differentiator for the Nike brand.
Second, it will establish a competitive advantage in the minds of customers, particularly because it represents the timeless value of life which other brands within the sportswear and equipment industry are yet to do.
Third, this positioning strategy will widen Nike’s target market. In particular, non-athletes and non-traditional athletes will have a stronger sense of connection to the brand because they can all relate to this universal idea of life.
Ultimately, marketing the FuelBand using this idea of life as a sport will