A Nike Extension Product

Paper Summary:

This paper describes the Nike extension product, which is a Gym utilizing Nike equipment exclusively. The paper details the goals and objectives involved as well as their marketing strategies. The paper reveals that because of Nike's existing market recognition and brand equity, its extension product, the Nike Gym, will be given immediate credibility. The paper points out, however, that the long-term success will depend on how effectively it integrates its marketing strategy into its operations strategy.

Outline:
Product Overview
Promotion
Recommendations & Response

From the Paper:

"The target market for this product are both male and female professional between the ages of 22 and 45 with disposable incomes, limited time, and a deep interest in name brands. There are additionally fairly large localized markets that can be segmented by region that cross the gender divide in terms of offering another option to parents in the targeted communities to pursue their fitness goals that move beyond the traditional gym format."

Sample of Sources Used:

• Geller, L. K. (2002). Response: The Complete Guide to Profitable Direct Marketing. New York: Oxford University Press.
• Meyers, H. M. & Gerstman, R. (Eds.). (2001). Branding @ the Digital Age. New York: Palgrave.
• Michman, R. D., Mazze, E. M., & Greco, A. J. (2003). Lifestyle Marketing: Reaching the New American Consumer. Westport, CT: Praeger.

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