Mixed Martial Arts

Product/Service Description, Situation Analysis

The increase in popularity within the boxing and mixed martial arts (MMA) industry has been hard to ignore in recent years due to statistical evidence that supports the claim that millions of males worldwide have become mutually enticed with these two specific sports. The two sports can often be correlated with one another due to the fact that both sports utilize similar sports equipment (hardware) that is used to participate in each sport.

The marketing plan of action that will be forth and implemented in order to take advantage of this massive audience base is to develop and introduce a brand of protective gloves that is manufactured by an identifiable brand that can be correlated with quality and dependability that the typical individual (consumer) can identify through their past buying behavior. This correlation will be with a brand that is identified by a typical consumer as a leading sports brand but also a common household name.

Nike, the world's leading sports brand that is stereotypically associated with manufacturing top quality and dependable sporting products, is surprisingly not a major sponsor or manufacturer of sporting products within these two sports. Nike is stereotypically synonymous with the following sports - basketball, football, baseball, soccer, tennis, swimming, and track. The non-existence of Nike manufactured products within the MMA and boxing scene provides further evidence that there is an advantageous opportunity for the reputable sports brand to develop a marketing plan that directly intends to implement a brand extension which will feature an extended line of MMA and boxing gloves. The gloves will be produced in various sizes, colors, designs, and comfort levels. The various types of gloves will feature a specific line of MMA gloves and also a specific line of boxing gloves that will provide the athlete/participant a vast array of selection choices that can be identified as the preferred glove to wear when engaging in either sport.

The brand extension that Nike will develop for this specific marketing plan will be to develop and manufacture gloves (which are required to be worn in both sports - each sport has a different size and fit of gloves that are to be used by the participant) that will aggressively strive to mimic Nike's long standing reputation for selling top quality sporting products.