1. Global Segmentation , Targeting and Positioning pada Nike Inc
oleh :
Ahmad Galih H
Arciana Damayanti

2. Sejarah Perusahaan 1962: Philip H. Knight founds Blue Ribbon
Sports (BRS) to import Japanese
running shoes : BRS takes its first delivery of 200 shoes from Onitsuka Tiger 1964: BRS becomes partnership between Knight and Bowerman : The company's first retail outlet opens : Company is incorporated; the Bowerman-designed Cortez shoe becomes a big seller : BRS begins manufacturing its own products overseas, through subcontractors; the Swoosh trademark and the Nike brand are introduced.

3. Sejarah Perusahaan (2)
1972: At the 1972 U.S. Olympic Trials, the Nike brand is promoted for the first time; company enters its first foreign market, Canada : Company changes its name to Nike, Inc : First line of clothing is launched and the Nike Air shoe cushioning device debuts : Nike goes public : Nike International, Ltd. is created to spearhead overseas push : Company signs Michael Jordan to endorse a version of its Air shoe--the 'Air Jordan.' 1988: Cole Haan, maker of casual and dress shoes, is acquired; 'Just Do It' slogan debuts.

4. Sejarah Perusahaan (3)
1990: First NikeTown retail outlet opens in Portland, Oregon : Revenues reach $3 billion : Company acquires Canstar Sports Inc., the leading maker of skates and hockey equipment in the world, later renamed Bauer Nike Hockey Inc : Company signs golfer Tiger Woods to a 20-year, $40 million endorsement deal : The Nike equipment division is created : Company begins selling its products directly to consumers via its web site.

5. Profil Perusahaan
Nike's Corporate Mission Statement: 'To be the world's leading sports and fitness company.' Public Company Incorporated: 1968 as Blue Ribbon Sports Employees: 20,700 NAIC: Other Footwear Manufacturing; Men's and Boys' Cut and Sew Apparel Manufacturing; Women's and Girls' Cut and Sew Apparel Manufacturing; Sporting and Athletic Goods Manufacturing; Footwear Wholesalers; Other Clothing Stores; Shoe Stores

6. Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
Introduction
Variation in customer needs is the primary motive for market segmentation.
Most companies will identify and target the most attractive market segments that they can effectively serve.
In global marketing, market segmentation becomes especially critical because of wide divergence in cross-border consumer needs and lifestyles.
Determine a competitive positioning strategy for its products
Chapter 7
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

7. SEGMENTING Berrigan & Finkbeiner
Pengelompokan, pembagian, pemisahan kelompok pelanggan dengan kebutuhan yang sama
Etzel, Walker & Stanton
Proses membagi pasar keseluruhan untuk suatu produk ke dalam beberapa kelompok yg lebih kecil, dimana masing-masing kelompok relatif homogen (pola dan kebiasaan, motif &tujuan pembelian, respon)

8. Kotabe & Helsen's Global Marketing Management, Third Edition, 2004
Fungsi Segmenting
Perusahaan fokus dalam mengalokasikan sumberdaya
(pelayanan baik, mendominasi segmen)
Menentukan komponen-komponen strategis dan value secara keseluruhan
(memberikan basis acuan dalam menentukan posisioning, diferensiasi marketing mix dan selling dalam membangun brand perusahaan)
Chapter 7
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

9. Bases for Country Segmentation
Geographic
Demographics Static
Demographics variables are among the most popular criteria.
Socioeconomic Variables
Caveats in using per capita income as an economic development indicator:
Monetization of transactions within a country
Behavior
Nike
Lifestyles }
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

10. Segments ideally should possess the following set of properties:
Identifiable (define & measure)
Sizable (large)
Accessible (distribution quality)
Stable
Responsive
Actionable

11. Reasons for International Market Segmentation
Country Screening (GO, NO GO, STUCK)
Global Market Research
Entry Decisions (Choose strategy)
Positioning Strategy
Resource Allocation
Marketing Mix Policy
Balance between standardization and customization
 Targeting

12. International Market Segmentation Approaches
International segmentation procedures:
Country-as-segments or aggregate segmentation
Disaggregate international consumer segmentation
Two-stage international segmentation
(ex : NIKE. Inc)
Chapter 7
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

13. Segmentation scenarios
Universal or Global Segment  Nike 1
Regional Segments 2
Unique (diverse) segments) 3

14. International Positioning Strategies
Nike formulation of a positioning strategy steps:
Identify the relevant set of competing products or brands.
Determine current perceptions held by consumers about your product/brand and the competition.
Develop possible positioning themes.
Screen the positioning alternatives and select the most appealing one.
Develop a marketing mix strategy.
Over time, monitor the effectiveness of your positioning strategy and if needed, conduct an audit.
Praktis, kuat, tahan lama dan trendi
Memposisikan produk-produk mereka sebagai produk dengan nilai prestise dan elegan namun simple
& 4. Menggandeng atlet –atlet berprestasi dan marketable untuk merepresentasikan positioning mereka dalam tiap-tiap kategori segmen (Maria Saraphova & Lebron James+ Nicole Scherzinger)
Develop a marketing mix strategy (Nike Golf).
Monitoring & audit.

15. International Positioning Strategies (contd.)
Universal Positioning Appeals - Positioning themes:
Specific product features/attributes
Product benefit, solutions for problems
User Category
User application
Heritage
Lifestyles {
Thierry Henry
Frank Lampard
Tiger Woods
Maria Sharapova
Others
Nike
Chapter 7
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

16. Global, Foreign, and Local Consumer Culture Positioning
Global consumer culture positioning (GCCP)
Brand as a symbol of a given global consumer culture (Nike)
Local consumer culture positioning (LCCP)
Brand as an intrinsic part of the local culture.
Foreign consumer culture positioning (FCCP)
Brand mystique built around a specific foreign culture
Chapter 7
Kotabe & Helsen's Global Marketing Management, Third Edition, 2004

17. Nike Positioning strategies
Adidas
Prestige
&
Style
Price

18. Nike 2 3 4 Global Positioning and Segmentation strategies
Universal Segment
Different segmens
Nike 2 3 4
Unifom
Positioning
Strategy
Different
Positioning
Strategies

19. TERIMA KASIH