Nike Culture 2.

0
Introduction:
Members include: Gloria Samac, Ernest Adusei, Jessica French, Emad
Adlan, Le Nguyen Khoa
Product Overview: we have created a consumer goods product for the
company Nike. We are releasing a limited edition running shoe, called Nike
Culture 2.0. Our next generation running shoes are all about our culture
here in 2015. Every culture has different stories to tell, and we want to see
you sport your Nike Culture around the world. Choose from our 5 different
elements in the design you want to wear. Each element is made differently
and has a different meaning and charity the proceeds will be donated to.
Sport your Nike Culture and Just Do It!
Target Market:
Geographic: world- wide product for the global citizen.
Demographic: Unrural and rural consumers, aged 16-28, offered in female
and male sizes.
Psychographic: Average is 23 years. Yearly annual income is around
$17,500 (20-24 years) ** statistic from______________.
Behavioural:
Personality traits for our target market include: Entertaining, Arts, Travel,
and Environmental.
Their media habits include: Internet use, computer, laptops, andP
smartphones.
Behavioristics include: socializing with friends, showing off, recreation,
professional and work situations.
Primary use of shoe would be a global support for culture. Frequency of
use: Designed for a daily use but because they are limited edition shoes,
so our consumers will treat it that way.

Product Attributes:
Benefits include: proceeds sharing to selected elements related charity.
You will be supporting all cultures.
Name/branding: Nike, Just Do It-written bi-lingual around he shoe.
Packaging of product:
1.
2.
3.
4.
5.

WaterEarthFireMetalWood-

Price:
Pricing approach: demand oriented approach using prestige pricing (why)
Retail price: $135 CAD
Customers use price to determine quality, a firm (brand) name associates
our quality. Nike has a good reputation. These are limited edition Nd will be
ready for purchase all together. If you collect all five elements, Nike will give
a cultures bag exclusive-not sold in stores. (Using pin codes from each
purchase)
Incentives- proceed sharing (5 different elements)
Price breakdown:
A= 55% margins/profit.
A= 74.25. --> $14.85 to charity
B= 45% cost.
B= 60.78
Distribution:
World wide distribution, at participating stores. They include: Nike, Nike
outlets, foot locker, sport check, and
Rationale:
Promotion:
Objective/strategy: event marketing and sponsorship,

Our pricing approach will be demand oriented using a prestige pricing

strategy. This approach will allow us to develop the value that will be
associated with our product while also distinguishing it from other shoes.
Customers use price to determine quality that is provided by the firm. Nike
has an excellent reputation. Leveraging the consumer culture around Nike,
will encourage shoe enthusiasts to purchase our shoe as a collectors item.
Aside from the individual benefits these shoes will offer, a portion of every
sale will be contributed to the different Not-for-Profit organizations that align
with the elements selected for each shoe.
Price $135
45% of price will pay for the all of the cost related to the development of the
shoe
55% will remain as profits. 20% of that final number will be donated to the
NPO represented by that shoe