Premise: After deciding to withdraw completely from the golf equipment market, Nike believes a broader market and a natural brand extension can be found in the energy bar market. This is an idea that has been brought up before, but was never fully followed up on. Many managers have wondered why they have not pursued this concept before, preferring the company focus on “fitness” rather than “sports.” You have been asked to provide some answers regarding the initial marketing plan being crafted for this undertaking’s initial release in the mainland United States. Your report should be broken down into the following subtopics/headers: PRICE POINT: What retail price would you recommend this sell for? Why? TARGET SEGMENT:Who is your target segment (-s) and why? Be as detailed as you can here, citing demographics, psychographics, etc. MESSAGE: What is the message you want to send to your targets? Why? Feel free to use visuals. COMMUNICATION: How would you send this message to reach these segments and why is your choice the best (what communication strategies/mixes would you use? BUDGET: You have an initial advertising budget of $50 million to use in television (including cable, satellite, and streaming), radio, print, online, mobile, and/or event sponsorships. If you can engage in co-ops with another company, assume it will be a 50/50 cost split.
