A marketing plan on Nike Running 2013 for Nike Philippines Inc.

Date of Publication

2012

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Carlos Maglutac

Defense Panel Chair

Ma. Luisa C. Delayco

Defense Panel Member

Raymond Vergara

Abstract/Summary

Running is not that popular compare to Basketball it is way too far from it, but nowadays more and more fun run events are happening and more and more people are running as a form of exercise. Filipinos are starting to be conscious about their health they want to live a healthy lifestyle or even just a balance one. Nike's primary target market originally is the ages17-24, class AB and C but it seems to be that they are not that responsive when it comes to Nike Running category it is more obvious that adults are more responsive. The group wanted to redirect the consumers of Nike to its original target market, in this paper in the running category of Nike. No changes in products were done it is only in the approach on how to deliver the message to the right market. The concept of running is molded to a way the target market would be interested in.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTU022194

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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