Marketing Mix
In terms of a company's 'marketing mix,' 'place' refers to where the product is sold. 'Distribution' is another word for 'place' ("Marketing mix," The Times Business Case Studies, 2012). In the case of the Nike polar pedometer 'Nikecount,' the most obvious initial 'place' to sell the product is through major retail sporting good chains such as Sports Authority and Dick's Sporting Goods. These stores attract a wide range of consumers of different fitness levels. The Nike pedometer is likely to be most popular amongst individuals beginning a fitness program, and offering it at a general sports merchandise retailer would enable a consumer buying walking shoes and other types of fitness gear (like small hand weights to carry while walking) to purchase the pedometer at the same time.
Of course, Nike has its own network of brand-specific stores across the nation and also offers its merchandise for sale online. These 'places' can and should be used...
However, the target demographic for these stores tends to be youthful, serious athletes. Nike's motto of 'just do it,' while inspiring, might intimidate individuals for whom walking is their primary exercise. The target market of the pedometer includes baby boomers (including mall walkers); people who are trying to get, rather than simply stay fit; and family members of all ages. While some runners do use pedometers, many use GPS and heart rate monitors to track optimal heart rate, distance, and pace during exercise, while walkers focusing simply on the number of steps they take per day will use a pedometer. Thus focusing the distribution strategy upon more general sporting retailers would be optimal.
Given its 'healthy' rather than its 'sporty' focus, the pedometer could also be distributed through venues where individuals go shopping for health-related products. Pharmacies where diabetics fill their prescriptions such as CVS or…
