Essay On Nike Catalyst

1217 Words 5 Pages
This report analyses the sports drink market within New Zealand and discusses a marketing plan for Nike to enter this market with a convenient pill form of a sports drink, the Catalyst. Various recommendations are included with this report, such as a SWOT analysis and an overview of the competitive environment. The best marketing strategies for Nike are then explained, specifically in regards to segmentation, target-ing and positioning of the Catalyst. Following this, a breakdown of the marketing mix and specifics are explained. Finally, a marketing budget and timeline are presented.

The Catalyst will be created as a sports supplement in effervescent tablet form, pro-moting muscle recovery and supporting the immune system. Not only will it offer the convenience of a tablet to supplement one’s diet while on the go, but it will also inte-grate with the current Nike ecosystem. The Catalyst is a unique product due to its ability to sync with the Nike+ mobile application. This application will be able to rec-ommend exactly what ratio of tablet to water is required, based on the consumers’ sex, height, weight and type and duration of exercise they are completing.

Nike is a global leader within the sportswear industry and is well known for their pro-motion of the idea that everyone can be an athlete and that
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Evidence of their success is seen in this increase in revenue, up 11 percent from $25.3 billion for the fi-nancial year 2013 (Nike, Inc., 2013) and already up 15 percent to $7.4 billion for the Nike brand in the first quarter of 2015 (Nike, Inc., 2014). The Nike+ community itself is over 11 million people strong (Laird, 2013), resulting in a very large segment of the population with a current commitment to Nike. This results in a market that would al-ready be interested in trying Nike’s new

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