Nike positions itself as a premium brand and has the DNA of an elite sportswear brand
Posted: Thu May 22, 2025 9:09 am
It has nothing in common with budget clothing brands like Zara.
If Nike tried to price its shoes like Zara, the company would quickly go bankrupt, given Nike's inherent brand DNA.
The positioning of a brand on the market determines its place among other products in terms of product quality, exclusivity and, finally, price. Thus, a product can be in any of the price segments:
Low
Average
High
Decide on this point in advance so that you can correctly interpret and use pricing data and not harm your company.
Step 2: Research your competitors
The next step in developing a price monitoring strategy kazakhstan phone number list is to identify and study your competitors. In this process, we suggest creating 4 separate lists of competitors based on different strategic relationships with your brand.
Competitors with similar positioning – study competitors with the same positioning as you
Completely different positioning – studying competitors with a completely different positioning from you, these can be companies from a low or high market segment
Most Important Competitors – Identify your most important competitors, this could be a shorter list of 5-10 companies that you consider to be the most significant
“Benchmarks” for your brand – identify competitors who have already achieved what you want to achieve and who can be used as an example to achieve your goals
Separate lists of different "types" of competitors can provide much more actionable insight than simply compiling a single list of competitors. As you examine different groups of competitors and identify commonalities within each group, you'll find it easier to derive patterns for each list.
For example, you may notice that companies with similar positioning are, on average, selling their products at a higher price than you are.
Or you may find that a group of brands in a premium market segment where you don't compete are selling your core products at a deep discount to attract affluent customers.
If Nike tried to price its shoes like Zara, the company would quickly go bankrupt, given Nike's inherent brand DNA.
The positioning of a brand on the market determines its place among other products in terms of product quality, exclusivity and, finally, price. Thus, a product can be in any of the price segments:
Low
Average
High
Decide on this point in advance so that you can correctly interpret and use pricing data and not harm your company.
Step 2: Research your competitors
The next step in developing a price monitoring strategy kazakhstan phone number list is to identify and study your competitors. In this process, we suggest creating 4 separate lists of competitors based on different strategic relationships with your brand.
Competitors with similar positioning – study competitors with the same positioning as you
Completely different positioning – studying competitors with a completely different positioning from you, these can be companies from a low or high market segment
Most Important Competitors – Identify your most important competitors, this could be a shorter list of 5-10 companies that you consider to be the most significant
“Benchmarks” for your brand – identify competitors who have already achieved what you want to achieve and who can be used as an example to achieve your goals
Separate lists of different "types" of competitors can provide much more actionable insight than simply compiling a single list of competitors. As you examine different groups of competitors and identify commonalities within each group, you'll find it easier to derive patterns for each list.
For example, you may notice that companies with similar positioning are, on average, selling their products at a higher price than you are.
Or you may find that a group of brands in a premium market segment where you don't compete are selling your core products at a deep discount to attract affluent customers.