Nike Presentation 130423 v1.4

7/30/2019 Nike Presentation 130423 v1.4

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Nike:

AdvertisingCampaign

Melissa Chism Chris Benitez Brian Kersey Brittany Roos

IMC


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IMC


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History

Nike Inc. is an American

multinational corporation that is

involved in the design,

development, and marketing offootwear, apparel, equipment,

accessories, and services

Blue Ribbon Sports was founded

by Bill Bowerman and PhilKnight in 1964 (later became

Nike Inc. in 1978)


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History

http://www.opb.org/programs/oregonexperiencearchive

/billbowerman/media/timeline/image9.jpg

Phil Knight was a track athlete at

the University of Oregon and Bill

Bowerman was his coach

Bill Bowerman and Phil Knight

each invested $500 to launch an

athletic shoe company


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History

The Nike Swoosh was

designed by Carolyn Davidson

and was first introduced in 1971 In 1976, Nike hired John Brown

and Partners as its first

advertising agency

By 1980, Nike had attained 50%

of the market share in the U.S.athletic shoe market


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History

In 1977 Nike used its first brand

ad called There is no finish

line Wieden+Kennedy became Nikes

primary ad agency in 1980

Co-founder Dan Weiden was the

one who coined the famous

slogan Just do it in 1988. His inspiration came from the last

words spoken by Gary Gilmore,

Lets do it, before he was

executed


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Slogan

Gary Gilmore,January 17, 1977

http://seventies1970s.com http://www.nytimes.com/2009/08/20/business/media/20adco.html?_r=0


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Culture

Nikes wants an open and

creative culture that harnesses

diversity They also want their culture to

inspire ideas and ignite

innovation

Team composition, manager

excellence, and team culture areall critical to Nikes success

Nike has three main priorities


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Culture

The first priority is to focus on

the fundamentals

They offer a resource center

with various tools and exercises

to help teams discover how

diversity drives creativity and

innovations

Nike offers team experiences

and exercises to help promotediversity

To date, Nike has facilitated

more than 200 sessions in 30

countries


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Culture

The second priority is to

empower inclusive cultures

In 2009 Nike invited a panel of

young employees to share their

perspectives and experiences

with senior leadership

This event inspired more

meetings in 20 other locations

worldwide


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Culture

The third priority is to inspire

ideas and innovations

More ideas lead to better ideas,

and better ideas lead to

innovation

Nikes focus on culture has been

recognized by colleges such as

Georgetown University


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Marketing Strategy

Nike Swoosh Logo

Celebrity Endorsements

Sponsorships

Word-of-Mouth &

Buzz Marketing


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Distribution Strategy

Focus on more interactive, digital

marketing elements

2010: $800 million on non-

traditional advertising

Decreasing reliance on TV and printadvertisements

Spending 40% in past 3 years
http://fortuneaskannie.files.wordpress.com/2012/02/nike_digital_billboard_building.jpghttp://fortuneaskannie.files.wordpress.com/2012/02/nike_plus_products.jpg


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Competitors

Nike competes in the

following: Athletic apparel/footwear industries

Sports equipment manufacturing

industry

Main direct competitors

include: Adidas

UnderArmour

Reebok

Puma


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4 Ps: Product

Wide range of sports equipment

First product: Track Running

Shoes Currently also make shoes,

jerseys, shorts, base layers etc.

Nike recently teamed up with

Apple, Inc. to produce Nike+


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4 Ps: Price

Nike uses a vertical integration

in pricing wherein they own

participants at differing channellevels or engage in more than

one channel level operations.

Attempt to control costs and

influencing pricing practices The pricing is based on the

basis of premium segment

as target customers.


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4 Ps: Placement

Carried by multi-brand stores

and the exclusive Nike stores

across the globe. Sells its product to about 20,000

retail accounts in the U.S. and in

almost 200 countries around the

world. Internationally, Nike sells its

products through independent

distributors, licensees, and

subsidiaries.


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4 Ps: Promotion

Athletes:

Ronaldino, Renaldo, and Roberto Carlos (soccer)

Lebron James, and Jermane O'Neal (basketball)

Tiger Woods (Golf)


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4 Ps: Promotion

Sponsoring for Events

Websites

Hoop it up

The Golden West Invitational


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Social Media

Numerous different account

types:

Sport

City

Product

Nike Co. Social Media Campaigns

http://nike.com


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Social Media

http://instagram.com/#
http://photoid.nike.com/home.htm;jsessionid=63E03C2E7CB0713162DA9B9ECF40346F?lang=resthttp://instagram.com/nikebasketballhttp://instagram.com/nikefootballhttp://instagram.com/nike


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Social Media

http://twitter.com
https://twitter.com/NikeRunninghttps://twitter.com/nikebasketballhttps://twitter.com/Nikehttps://twitter.com/nikestore


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http://24.media.tumblr.com/tumblr_m7hd6h5jJd1qg

k4rzo1_500.jpg


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TV

Commercials?

Nike has the ability to reach their

target markets without relyingheavily on commercial

advertisements due to their use of

celebrity endorsements.

http://sinbapointforward.files.wordpress.com/2013/01/lebron-james-

past-present-dunk.jpg


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Ads: Then & Now

2010

2013http://www.youtube.com/watch?v=5NTRvlr

P2NU
http://www.youtube.com/watch?v=5NTRvlrP2NUhttp://www.youtube.com/watch?v=5NTRvlrP2NUhttp://www.youtube.com/watch?v=5NTRvlrP2NUhttp://www.youtube.com/watch?v=5NTRvlrP2NU


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Internet Buzz

Cleverly develops

controversial ads

Generate media frenzyvia word of mouth

Free advertising


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Future Campaigns & Promotions

Nike will continue to use

celebrity endorsements

Nike will try to market tonew sports

With the growth of social

media, Nike will continue to

advertise its products on

Facebook and Twitter

Documents

Nike Presentation 130423 v1.4