Strategy

Product Strategy
Nike sells an assortment of products including shoes and apparel for sports activities like: association football, basketball, running, combat sports, tennis, American football, athletics, golf, and cross training for men, women, and children. 
  • The new Nike Fuel+ bars will accommodate all of these athletes. Our bars are geared to athletes to promote energy and offer recovery after a game or workout. 



  • We plan on using the initial trial period as an opportunity to develop improvements and future flavor expansions as well as less expensive variations of the energy bar.  
Pricing Strategy
We work very closely with our suppliers which allow us to produce our goods at a very low price and of superior quality. We plan on using value based pricing in order to set our prices according to consumer averages. Customers buy the product for the Nike symbol and are willing to pay high prices regardless of the products actual value. 
  • Price per bar: We plan on pricing each bar $2.75 to be competitive.
  • If revenue is low we can reconsider pricing strategies to boost sales.  

  Distribution Strategy
  • First Focus:  Direct channel through a trial period, and the development of the Nike+ Rewards Program.
  • Sales: Direct and retail. Sell through Nike stores and online. 
  • After initial trial phase: Roll the Fuel+ Bar out to retailers. 
  • Distribution - Manufacture: Nellson Nutraceutical Bar Manufacturing

Promotional Strategy
  • Message: The Fuel+ Bar is designed as a high- end affordable energy bar designed to fuel athletes the right way. 
  • First Mover strategy: It's the first energy bar to have its own rewards program. 
  • 1 year introductory stage : Introduce the Rewards Program and create product/brand awareness 
  • Media: Targeted TV, Social media, and Celebrity and Athlete endorsements.
Our Fuel+ slogan will be 

 "Igniting the Inner Athlete"


  
Financial Strategy 

  • Our goal is to double our financial standing by 2020.   
  • We want to boost the sales in our entire Nike+ department, and also get ourselves a 10% market share for energy bars by end of the year. 
  • By having a dedicated and trustworthy distributor we plan on saving in production costs over time, and also shifting advertising direction to promote Fuel+ to avoid increased advertisement costs, and create more financial success.


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