Li Ning Case - 1297 Words

Marketing Management Group Assignment 1 Li Ning – Anything is Possible Submitted by (Group 18): PGP-11-091 Abhigyan Mundhra PGP-11-097 Aditya Narang PGP-11-102 Anant Damle PGP-11-133 Parag Aggarwal PGP-11-141 Prerna Lotlikar PGP-11-148 Ramya V. Supraja Is this company successful? Yes, the company is successful. And it is well envisioned and positioned to convert its opportunities into strengths. For Li Ning, its USP is the target segment based on geographical dimensions. So far, its penetration into the second-tier and third-tier cities has been the chief reason driving its success. Li Ning also provides a good value proposition, thereby providing a fine†¦show more content†¦To be able to build a unique positioning for itself, Li Ning might consider the option of changing its marketing lines, and portray a stronger image of what it represents. 3. Place: Li Ning should aim for a steady growth in the tier-II and tier-III markets, and expand into the mega cities and tier-I cities that have the maximum people with high disposable incomes. 4. Price: Li Ning’s pricing is one of its major competitive strategies, working to its advantage. However, this is true only of the tier-II and tier-III cities where it has a stronghold. For the mega cities and the tier-I cities, the pricing strategy has to be reworked altogether to increase brand perception. With increasing purchasing power, Li Ning’s ‘value-for-money’ proposition might falter in these cities. Customers that see Nike and Adidas as the ‘brands to buy’ are often conscious of the pricing. To attract such customers who see low-priced products synonymous with low brand image, Li Ning should be able to increase the pricing when targeting these customer segments. 5. Product: To be able to raise the pricing to increase brand perception(as explained in the previous point), Li Ning should certainly not go for differential pricing in different cities. The viable alternative is to introduce a new product segment for these cities keeping in mind the tastes of the target customers therein. 6. Product:Show MoreRelatedCompare and Contrast the Marketing Strategies of Li Ning Domestically and Internationally1480 Words   |  6 Pagesmarketing 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 intends to enhance influenceRead MoreLi Ning - Anything Is Possible4305 Words   |  18 PagesWATHIEU GAO WANG MEDHA SAMANT Li Ning - Anything is Possible Sharing Zhang’s belief that a superior level of category leadership was within reach if the Li Ning brand could somehow acquire elements of brand strength equivalent to those associated with the Nike and Adidas names, vice president of marketing Abel Wu was pursuing a marketing strategy aimed at establishing in people’s minds, just in time for the Olympics, a uniquely differentiated position for the Li Ning brand. Chief among Zhang’s concernsRead MoreThe Importance of Business Communication1175 Words   |  5 PagesBusiness Communication Aussie Sportswear International Ltd 54 Oxford Road, Perth PK3 4RG Tel: 00 61 223 123 45 Fax: 00 61 223 765 43 Email: info@aussiesportswear.com September 5, 2012 Li-Ning Sporting Goods Ltd 69 Minchu Street Shanghai SW7 6AW Dear Mr. Wong Li Chang Inquiry for Purchasing Sportswear We at Aussie Sportswear pride ourselves of our quality sporting products and for meeting the needs of our valued customers. Our market share in Australia is 38 percent with a network of 30 outletsRead MoreTechnology Development Life Cycle ( Tdlc )1208 Words   |  5 Pagespotentially be incorporated into devices to increase their durability (Chaochen, et. al., 2015). The third step, ESTD, is where a business case would be made that outlines how the technology could be used to strengthen a specific device, such as a cell phone. This is where a claim, graphene can be used to replace the current material used in cell phone cases to improve their flexibility (Chaochen, et. al., 2015), can be presented with research that backs up that claim. The product development stageRead MoreNike Inc.: China Essay5605 Words   |  23 PagesUS and China ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...5 Section 2.1 | Cultural Differences and Similarities ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.5 Section 3 | Competitors ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.9 Section 3.1 | Adidas ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦........................9 Section 3.2 | Li Ning ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.10 Section 3.3 | Current Positon in China ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦.......................10 Section 4 | Organisational Structure and Operations ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦......12 Section 4.1 | Corporate Strategy ...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreNike vs Adidas2240 Words   |  9 Pages Secondly, there was a case happened in China where a local Chinese domestic sports goods manufacturer company called Li Ning opened 6917 stores in mainland China by December 31,2008 making it 1241 more than the year of 2007. 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Li is with the Department of Computing, Hong Kong Polytechnic University, Hong Kong, HK 999077, China (e-mail: shuaili@polyu.edu.hk). principle is to build a low-rank approximation to a target matrix. They first map entities corresponding to the columnsRead More Nikes Plan for China Essay940 Words   |  4 Pageswere meant to inspire youth to overcome obstacles, as LeBron does when he slays the kung fu master and the green fire-spewing dragons, as well as other video game style villains. Nike’s â€Å"pushing the envelope† type advertising did not translate in this case. Nike’s retail strategy includes selling through retailers and retail outlets with 10 customers generating 60% of revenues. Foreign companies can now apply for direct retail licenses –- but Nike has no plans to set-up retail shops at this time.