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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.jpg7/30/2019 Nike Presentation 130423 v1.4
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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/nike7/30/2019 Nike Presentation 130423 v1.4
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Social Media
http://twitter.com
https://twitter.com/NikeRunninghttps://twitter.com/nikebasketballhttps://twitter.com/Nikehttps://twitter.com/nikestore7/30/2019 Nike Presentation 130423 v1.4
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Celebrity Endorsements
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Celebrity Endorsements
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=5NTRvlrP2NU7/30/2019 Nike Presentation 130423 v1.4
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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