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Southern New Hampshire University Consumer Behavior Nike Presentation

Southern New Hampshire University Consumer Behavior Nike Presentation

ANSWER

Milestone One: Market Research and Segmentation

  1. Select a Consumer Segment: Choose a specific consumer segment that your selected company (NIKE) serves. Explain why this segment is worth pursuing. Consider factors like demographics, psychographics, and behavior.
  2. Research Sources: Identify and qualify research sources that can be used to gather information on consumer behavior for the chosen segment. These sources could include market reports, industry publications, surveys, or academic studies.
  3. Segmentation Strategies: Explore the various segmentation strategies that NIKE uses to divide the market. Consider whether NIKE employs demographic, geographic, psychographic, or behavioral segmentation, among others. Explain why these strategies are effective.
  4. Consumer Segment Description: Provide a detailed description of the consumer segment you have selected. Explain why this segment is a good fit for NIKE’s products. Discuss their preferences, needs, and habits.
  5. Research Needs: Determine the research needs for this consumer segment and provide a rationale for each need. For example, if your segment includes athletes, you might need research on their training routines and equipment preferences.

Milestone Two: Consumer Buying Process

  1. Consumer Buying Process Stages: Define the stages of the consumer buying process. Typically, this includes stages like problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
  2. Marketing Strategies: Analyze a marketing strategy for each stage of the consumer buying process for your chosen consumer segment. For example, for the “information search” stage, consider how NIKE can provide relevant information to consumers.
  3. Effective Stages: Determine which specific stages of the consumer buying process are most suitable for your marketing strategies. Explain why these stages align with your chosen consumer segment.

Milestone Three: Marketing

  1. Marketing Goals: Define the goals of your marketing campaign for your chosen consumer segment. Are you aiming to increase brand awareness, drive sales, or promote a specific product line?
  2. Marketing Channels: Determine the channels through which you will market NIKE products to your segment. Consider options like social media, online advertising, retail stores, and events. Justify your choices based on your segment’s preferences and behavior.
  3. Messaging Strategy: Develop a messaging strategy for each channel you identified. Provide sample messaging that resonates with your consumer segment. Ensure that your messaging is consistent and aligns with NIKE’s brand image.

Final Submission: Marketing Presentation

  1. Consumer Behavior Analysis: Begin your presentation by analyzing the consumer behavior of the selected segment. Describe who they are, their preferences, and their buying habits.
  2. Product Appeal: Explain which NIKE products would most likely appeal to your consumer segment. This could include specific shoe models, sportswear collections, or accessories.
  3. Marketing Strategies: Present your marketing recommendations for reaching the segment at different points in the buying cycle. Use the insights from your previous milestones to justify your strategies.
  4. One-to-One Marketing: Describe what one-to-one marketing is and explain how you will incorporate it into your overall marketing campaign. Identify specific stages in the consumer buying process where one-to-one marketing will be most effective.
  5. Final Presentation: Ensure that your final presentation is polished, well-organized, and visually appealing. Use slides to convey key points, and include detailed speaker notes to explain each slide’s content.

Throughout the project, remember to incorporate relevant data and research findings to support your recommendations. Also, consider the unique aspects of NIKE as a brand and how they can be leveraged to effectively market to your chosen consumer segment. Good luck with your marketing project!

Southern New Hampshire University Consumer Behavior Nike Presentation

QUESTION

Description

 

 

Overview

Selected Brand: NIKE

In this course, you will select a Fortune 500 company from a list  provided and then select a consumer market segment that the company  targets. With a focus on this segment, you will conduct analysis on the  consumer behavior of this group and then make marketing recommendations  on how to best reach them at various points in the buying cycle. You  will need to consider who this segment is, which products would be most  likely to appeal to them, and how the company should most effectively  market to them.

This assessment addresses the following course outcomes:

Analyze marketing research for informing promotional approaches and strategies for a specific market

Create messaging and promotional elements that effectively apply marketing mix principles for reaching specific target markets

Evaluate the impact of consumer behavior on the development of focused one-to-one marketing campaigns

Evaluate segmentation approaches for informing the selection of effective marketing strategies

Analyze the stages of the consumer buying process for their implications to develop sound marketing strategies

The project is divided into three milestones, which  will be submitted throughout the course to scaffold learning and ensure  quality final submissions. These milestones will be submitted in Modules ThreeFourand Six. The final marketing research brief will be submitted in Module Eight.

  • In this scenario, you have been named vice president of marketing for  your selected company. You have been told to choose one of the consumer  segments the company targets and conduct an analysis of the buying  behavior of that group. After you complete your analysis, you will need  to present your proposed marketing strategy based on your analysis to  the executive team.
  • Your presentation must address the following prompt: Select  a consumer segment and develop a set of marketing strategies to reach  this group at the different points in the buying cycle. The final  deliverable for this assessment will be a presentation that includes  detailed speaker notes explaining each slide.
  • For help with PowerPoint and preparing your slideshow, visit the  training resources located in the Module Resources section of this  course.
  • Specifically, the following critical elements must be addressed:
  • Market Research
    Select a consumer segment that your company serves, and describe why this segment is worth pursuing.

Identify and qualify research sources that can be used in obtaining information on consumer behavior.

Analyze the characteristics of the chosen consumer segment using secondary research.

Segmentation
This section is where you will apply the information gained from your market research to your identified market segment.

Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for your chosen brand.

Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective.

Describe the consumer segment you have selected. Explain why they are a good fit for the product.

Determine the research needs for this segment, and provide rationale for each need.

Consumer Buying Process

Define the stages of the consumer buying process.

Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.

Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer segment.

Marketing Strategy
The goal of a marketing  strategy is to increase sales and stay current with how a market is  behaving. Present this strategy in a way that communicates why this  strategy will be effective, and defend your claims. Remember that when  creating a presentation, you should ensure that the elements used  display a level of professionalism and do not distract viewers from the  key points being presented.

Overall marketing campaign

Define the goals of your marketing campaign for your segment.

  1. Determine channels through which you will market the product to your segment. Justify your response.

Develop a messaging strategy, including sample messaging, for each channel you identified.

One-to-one marketing campaign

Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign.

Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.

  1. Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.

Milestones

  1. Milestone OneMarket Research and Segmentation
    In Module Three,  you will prepare a PowerPoint presentation summarizing the research on  segmentation strategies you have so far considered to market the  consumer product you are proposing for your final project. This milestone will be graded with the Milestone One Rubric.

Milestone TwoConsumer Buying Process
In Module Four,  you will prepare a PowerPoint presentation summarizing the consumer  buying processes you have so far researched in order to market the  consumer product you are proposing for your final project. This milestone will be graded with the Milestone Two Rubric.

  1. Milestone ThreeMarketing
    In Module Six,  you will submit a paper outlining the marketing strategy you have  selected for the new segment you chose for your brand. This paper should  include information about the overall campaign and should explain your  strategy in detail. This milestone will be graded with the Milestone Three Rubric.

Final SubmissionMarketing Presentation
In Module Eight,  you will submit your final marketing presentation. Your presentation  should include an analysis of the consumer behavior of the segment you  chose and should make marketing recommendations on how to best reach  that segment at the different points in the buying cycle. Your  presentation should identify who this segment is, which products would  be most likely to appeal to that segment, and how the company should  most effectively market to the segment. Your final presentation should  be a complete, polished artifact containing all of the critical elements of the final product. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded with the Final Project Rubric.

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