Market Attractiveness:
The appeal of the Nike Free is precipitated by the growth of interest in the 'barefoot running' trend, the growing proclivity of individuals to wear sneakers for reasons of fashion, and the growing footwear market in Turkey.
Goals and Measurements:
The goal is to penetrate the Turkish market and will be measured according to the achievement of incrementally spaced sales goals. Projected sales expectations will be measured against real sales at the end of 6 months, 1 year and 2 years.
Strategic Marketing Goals:
Strategic marketing goals include the targeting of young users, the establishment of an affiliation between the shoe and desirable health goals and a pairing of the shoe with an image of hip, dynamic fitness orientation.
Tactical Marketing Goals:
Tactical marketing goals will revolve on the promotion of medical evidence of the health benefits of 'barefoot running.'
Budget:
With a $20 million budget, Nike Free's expenses will revolve on production, product-placement in the Turkish marketplace, advertising and promotions.
Target:
The primary target markets are fitness trendsetters and fitness fashionistas. These targets are informed by two distinct personas:
The Fitness Trendsetter persona may be male or female, will likely be already in excellent physical condition, will engage a healthy and active lifestyle and will exercise in a context that is highly visible to others. This may be a trainer, a professional athlete or just a leader at a local gym.
The fitness fashionista is likely to be a female buyer who is inclined toward fitness wear even when not exercising. This buyer will also have a health and active lifestyle but is more likely to don fitness wear in everyday settings.
Reaching Target:
Position Statement
Research tells us that there is an increasing appeal to athletic sneakers as a fashion approach. According to Adams (2012), "both designers and street-style notables are leaving their dressy footwear at home and making fashion statements with athletic shoes."
This informs the positioning...
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