Prepared for: Alison Dean
June 14, 2009
Table of Content
Fieldwork Data Collection
This proposal responds to your brief of June 15 2009 and describes: Business Objective:
to change, reinvigorate or phase out the Dri-FIT range of products
to assess if consumers are aware of the brand and the media communications.
to assess if consumers are familiar with the technology and consider it important.
to understand purchase interest across different price points and evaluate spend potential.
to assess consumer preferences to designs, colours and materials.
to evaluate in store distribution, visibility and availability.
Our Recommended Approach:
Visit stores to assess what are the barriers to purchase (poor visibility, limited availability and knowledge of sales staff)
Conduct focus groups with user groups to explore reactions to the brand, the
designs and media communication material.
Conduct questionnaires outside stores to measure awareness of the brand and media communication material and to assess interest at current and alternative price points.
Sample Composition: n=300 Questionnaire / n=8 Interviews with Store Managers / n=5 Focus Groups Timing:
10 weeks from project confirmation
Nike was established in 1971 and is a global marketer of athletic footwear, apparel and equipment. It’s swoosh logo and ‘Just Do It’ slogan have motivated millions all over the world (Malhotra, 2007: 404-405).
Consumers receive information from different media sources and make good use of it to collect product information of their preferred products (Schiffnan et al., 2005). Because consumer knowledge of products and competitive products affect the consumption decision-making process (Schiffnan et al., 2005), media can be considered the most effective channel to distribute product information (Ramaswamy, 2008). Consumers’ consumption behaviour is affected by their brand knowledge and personality (Kay, 2006: Schiffman et al., 2005), it is recommended that Nike Inc. understand consumers by analyzing the relationship between consumer psychology and product characteristic (Schiffman et al., 2005).
The market for sports apparel is becoming increasingly competitive. The model developed by Phil Knight (high value branded product manufactured at a low cost) is now commonly used and to an extent it is no longer a basis for sustainable competitive advantage. Competitors are developing alternative brands to take away Nike's market share.
The Dri-FIT range has not been meeting projected sales targets in the Asia-Pacific region. We have been commissioned by the brand manager to conduct market research in Hong Kong, Shanghai and Sydney. We will measure all aspects of the marketing mix and provide valuable information to support the management decision to reinvigorate, change, or phase out the Dri-FIT range.
Research is the systematic collection and analysis of information which helps to improve the quality of planning and decision making. It helps marketers to fully understand what consumers want and can be used to explain and predict attitudes and behaviour of the population (Malhotra, 2007: 7-9).
Nike Inc. is conducting market research to review the business case from the consumers’ point of view. The research will be used to establish whether (1) the Dri-FIT range is sufficiently market-focused (2) marketing plans and planning
process are deficient and (3) brand building and communications are weak (Kotler, 2004: 20).
The objectives of this research study are:
To assess if consumers are aware of the brand and its...