Problem
What changes must Nike make in order to capture a more profitable share of the market and position itself for success with these generations?
Recommended Changes to the Marketing Mix
• Product: What changes to the product must be undertaken? Realize that this is typically costly and will affect pricing. Consider product layers, and the varieties of utility that we covered in class. How will the product changes you suggest affect the cost?
• Price: Is the current price point the best choice for the brand positioning? If not, what is your recommendation?
• Promotion: How do you propose to communicate value and to influence preference with this generation? How will you manage the relationship?
• Place: What changes to distribution strategy will allow the brand to capitalize on changes on the next decade?