Li Ning Marketing Plan - 1249 Words

Marketing Plan: Li Ning to be the number one in China sportswear market 1.0 Executive Summary The primary objective is to increase Li Ning ¡Ã‚ ¦s overall market share from the current 17% to 20% in 3 years time and defend its first place in China sportswear market against strong competition. To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in Mega cities and first tier cities. 2.0 Situation Analysis As the dominant local brand in China sports market, Li Ning is facing intense competition from its multinational competitors. Li Ning ¡Ã‚ ¦s growth rate is 23%p lower than Nike ¡Ã‚ ¦s and 13%p lower than Adidas ¡Ã‚ ¦. Li Ning owns a well-established distribution channel, a powerful†¦show more content†¦E.g. Li Ning + for golf shoes and apparel (exhibit x). 3.4 Marketing Mix 3.4.1 Dual pricing policy; For high-end market, Li Nings price should be 5%-10% lower than Nikes and Adidas ¡Ã‚ ¦. For middle and low end market, Li Nings price should be 30%-40% lower than Nikes and Adidas ¡Ã‚ ¦. 3.4.2 Advertisement and promotion: 4P 4C dual strategy Product ¡@ Customer solution ¡@ mid- low end high end Li Ning Li Ning Sub brand running, basketball, badminton, table tennis, soccer shoes running, basketball, golf, tennis Price ¡@ Customer cost ¡@ low middle high 30-40% lower than MNCs 5-10% lower than MNCs 30-40% higher than domestic competitors 50% higher than domestic competitors Place Convenien- ce ¡@ 2nd 3rd tier cities (mid- high school student) mega 1st tier cities (college student and 25-34) directly controlled, franchised stores directly controlled, franchised stores add hypermarket add department store and flagship store Promotion Communi- cation sponsorship for sports event sponsorship for sports event TV ad, outdoor billboard, magazines, etc TV ad, outdoor billboard, magazines, etc withdraw unpopular team- and sports sponsorships withdraw unpopular team- and sports sponsorships brand endorsement with international sports stars and top ranked teams brand endorsement with international sportsShow MoreRelatedLi Ning Marketing Plan2787 Words   |  12 Pagesin Information Technology, Vol.14 Marketing Plan for Li-Ning Product Expansion in UK Xin Zhang Dept. of Sports Economics ï ¼â€  Management, Wuhan Inst. of P.E . Wuhan, China Keywords: marketing Plan; expansion; Li-Ning Company Abstract. Through the analysis of UK market situation for Li-Ning Company. This paper makes a marketing strategy for Li-Ning product expansion in UK and also includes the financial forecast, evaluation and control. Introduction Li-Ning Company Limited is a major Chinese athleticRead MoreLi Ning Marketing Plan Essay1105 Words   |  5 PagesMarketing Plan: Li Ning to be the number one in China sportswear market 1.0 Executive Summary The primary objective is to increase Li Ning ¡Ã‚ ¦s overall market share from the current 17% to 20% in 3 years time and defend its first place in China sportswear market against strong competition. To achieve this goal, Li Ning has to improve the customers brand perception, rationalize market segments and invest in Mega cities and first tier cities. 2.0 Situation Analysis As the dominant local brandRead MoreCompare and Contrast the Marketing Strategies of Li Ning Domestically and Internationally1480 Words   |  6 Pagescontrast the marketing strategies of Li Ning domestically and internationally With the development of Chinese economy, sports industry has become one of the new industries in china, which has large market size and high growth rate (Qinqin, n.d.). In Chinese sports area, Li Ning brand, built by famous gymnast Li Ning (Enright, 2012), is the market leader and owns about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international famous brands like Nike and Adidas, Li Ning intendsRead MoreMarketing Analysis of Li-Ning5098 Words   |  21 PagesExecutive summary LI-NING limited company was found in 1980. 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