Nike launch Product

 

Our product

What is Nike?  Nike is the leading designer, m marketer arketer and distribut distributor or of athletic footwear, appare apparel, l, equipment and accessories for a variety of sports and fitness activities in the world. The product we chose is Nike shoes which is very popular product among the youngster and athletes in U.A.E. Nike has an already brand name in the market. The shoes can make our feet free. This service was used u sed before Nike Free 3.0 V4 and Nike Free +3 appeared on the market. The customers can choose Nike Free 3.0 or 5.0 to have the suitable shoes. They also can select their favorite color to show their personality. Actually, there are many famous persons who have chosen this service. These people include Li Na, Liu Xiang, American sprint athlete Allyson Felix, Soda green band's lead singer Wu Qingfeng. The message we made for the promotion of Nike shoes through media is: “It gives we the Nike feel just do it ” 

 

Our primary target market is athletes in U.A.E and around the globe. Through this  print media add we we will attract our customer throug through h excitement as tthe he football world cup is also coming so it’s i t’s very good time to target our customers by creating some passion of sports in them by using this print p rint media add. BY using this ad we will target our primary market through internet where we can easily communicate them in the form of this add. Nike demographic segment By age

 

By Gender

Goals 

   Nike Mission Mission Statement: ““To To bring insp inspiration iration and inno innovation vation to every athlete in the world” 

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is to carry o on n the legacy of in innovative novative thinking thinking;; whether that    Nike’s goal is

involves developing products that help athletes reach their full potential, or create new business opportunities that set them apart from the competition. 

  The other principle goal of the company is to create business opportunities that set Nike apart from the competition and provide value for our shareholders.

 

 

Nike’s Marketing Strategy  Strategy 

 Nike’s marketing marketing strategy rreposed eposed complet completely ely on its brand brand image, which h has as strong

global presence and continued to grow over the years. The brand image has kept floating as the result of solid relationship with Nike’s logo that is unique in itself. Further uniqueness and brand image is created with shibboleth “Just Do It.” 

The logo and shibboleth has been extensively used in TV commercials and web advertorials. Nike is amongst the leading companies which are heavily investing on print and TV commercials. What is the Market Segmentation of Nike?

Most of the customers of Nike’s products come from one or the other form of sports fraternity. Nike encourages the advertisement of its products by entering into the sponsorship agreements with celebrity athletes, professional teams, apart from the college athletic teams. Advertising

It was in the year 1982 that Nike for the first time came live for national television ads during broadcast of the New York Marathon. The Cannes Advertising Festival offered Nike as its Advertiser for the Years 1994 and 2003, making it as the first company for receiving the honor twice.

 

 Nike got Emmy Emmy Award for best com commercial mercial twice eever ver after the aw award ard was first created in year 1990s. The first award was “The Morning After,” a sardonic look that the runner faces on the morning of January 1, 2000 if Y2K problem turned out to be a reality. The second was a 2002 spot named “Move,” shows sequel of well known and everyday athletes in different athletic pursuits.  Nike also used Beatles Beatles son song g “Revolution” iin n a 1987 comm commercial. ercial. In this m manner, anner,  Nike made a string base of number of consumers and these w were ere the consum consumers ers who had pretty good intentions to buy. Nike’s Product Strategy  Strategy 

 Nike puts in place variety of innovative innovative strategies ffor or targeting thei theirr instantaneous consumers; athletes and other sportsmen. The targeting strategies primarily go in the form of sponsorship advertisements. Byless focusing onIn thea athletes, trying tomanager reach to of maximum of athletes in of time. scenario Nike whereisthe team any teamnumber recommends  Nike shoes, the whole whole team is left with no other choice except tto o go for the shoes. The second strategy applied by Nike is to exclusively design the product destination. This is done by closely associating success with particular Nike shoes category. Here the effect is further increases by using the sub minimal concept of advertising. Nike’s pricing strategies s trategies  

 Nike always targets the the customers who d develop evelop a special kind kind of intimacy with the  product that ultimately ultimately leads to the development of loyalty. It is due to this reason that Nike has established itself in the market with the  products higher in in price than its ccompetitors. ompetitors. W With ith the high prici pricing ng points, the  projected value of product can m move ove up significantly significantly.. Taking the consumer trend into account, the Psyche of consumer demands that in the situation where the quality of product is high, consumers can go ahead to pay high price for the product and that too consistently. After the loyalty has been established between the product and consumers, Nike takes the advantage to

 

associate their consumers with their price. Nike knows that consumers will be ready to pay for the product, provided it bears the Nike Logo. Furthermore, Nike also brings into practice the vertical integration pricing, Furthermore, wherein, they take the advantage of ownership of consumers straight to the channel levels. They also go for the assorted channel level operations with the purpose of controlling the costs as well as persuading the price graph quite substantially. Nike Marketing Mix

 Nike is one of the pioneers in m marketing arketing and the m marketing arketing mix of Nike is one one of the strongest. Depending mainly on pull strategy, it has established its hold in face of major competitors like adidas and reebok. Read on for its product marketing mix. 1. Product   Nike offers a wide range of shoe, aapparel pparel and equipm equipment ent products, all of wh which ich are currently its top-selling product categories. Nike started selling sports apparel, athletic bags and accessory items in 1979. Their brand Cole Haan carries a line of dress and casual footwear and accessories for men, women and cchildren. hildren. They also market head gear under the brand name Sports Specialties, through Nike Team manufactures and distributes ice skates, skate blades, in-roller skates,  protective gear, hockey hockey sticks and hock hockey ey jerseys and accessor accessories. ies. 2. Price   Nike’s pricing is designed designed to be com competitive petitive to the other other fashion Shoe rretailer. etailer. The  pricing is based on the the basis of prem premium ium segment as tar target get customers. Nike Nike as a  brand commands commands high prem premiums. iums. Nike’s pricing pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations. This can control costs and influence product pricing.

3. Place   Nike shoes are carried carried by multi-bran multi-brand d stores and the exclusive Nike store storess across the globe. Nike sells its product to about 20,000 retail accounts in the U.S. and in

 

almost 200 countries around the world. In the international markets, Nike sells its  products through through independent di distributors, stributors, licensee licenseess and subsidiaries. The company has production facilities in Asia and customer service and other operational units worldwide 4. Promotion  Promotion is largely dependent on finding accessible store locations. It also avails of targeted advertising in the newspaper and creating strategic alliances. Nike has a number of famous athletes that serve as brand ambassadors such as the Brazilian Soccer Team (especially Ronaldo, Renaldo, and Roberto Carlos), Lebron James and Jermane O’Neal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.  Nike also sponsors events events such as Hoop It Up and The Golde Golden n West Invitationa Invitational. l.  Nike’s brand images, the Nike name and the trademark trademark swoos swoosh; h; make it one of the most recognizable brands in the world. Nike’s brand power is one reason for its high r evenues. evenues. Nike’s quality products, loyal customer base and its great marketing techniques all contribute to make the shoe empire a huge success. New Online Media Plan

 

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   Nike has a very loyal consumer ffollowing, ollowing, across the b board oard in all aspec aspects ts of sports and fitness. There needs to be a more consistent way to communicate with the consumers who are not only loyal followers but also attracts new consumers.   A new plan needs to be put in place to increase online sales of Nike products and traffic to the Nike websites.   Incorporatin Incorporating g more fan interaction and update geared advertising to inform consumers off all the behind the scenes and buzz worthy things the Nike  brand is currently currently unveiling and offering will be a primary focus of this online campaign.

Message & Media Strategy plan:

 

  The strategy plan we use u se to target our market is through social media and internet, through which we can easily target of customer and will create the awareness among the customer about Nike shoes. An effective digital marketer will be acutely aware of conversations online that are relevant to their brand and product or service s ervice offering. They'll jump into a conversation when necessary to help answer a question or provide insight. They'll also help manage online discussions about the brand. And they'll engage their audience and get them excited about what the company is doing. Email and Google 

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  The first thing that we will use for this campaign is retooling the email list service to incorporate more offers and insight to the consumers.   Google and Google Ad words are also an important tool to use in online media. We will Make sure that Nike shows up relatively high in search engines and gets numerous hits of k eywords eywords like “sports apparel” which will  be a great driver for increasing o online nline traffic aand nd potentially sales. And we

 

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will also use ad words for sponsored spots on Google’s search engine which is a great way to attract attract more hits. hits. Using pay per clic click k method.   After using a good Email and Google Strategy to play off each other is a great base to attract new consumers to the brand.

Social Media Tools 

  We will capitalize on the opportunity of using these social media tools to increase the fan interaction and dialogue with the consumer for the  promotion of Nike shoes.

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  Creating verified Face book and Twitter accounts for Nike and the numerous

subgroups and sports divisions will be a key component in being able to  provide consumers consumers with constant str streaming eaming information information and in return rreceive eceive critical feedback seamlessly.   Together Face book and Twitter can target not only new consumers all over the world with fan pages and face book ads and sponsored tweets, but can also maintain and build the relationship with the loyal consumers in numerous demographics and sports.   One of the best parts of   Buffer Buffer iiss its speed in being able to sschedule chedule posts throughout day and its simple, s imple, streamlined interface. very easy to login to the the system, compose an update, and publish it to It's Facebook, Twitter,

 

LinkedIn, Google Plus, or all four channels at once. And then you can view analytics (without having to navigate onto a new page) that give you insight into clicks, reach, and more.

Metric Success 

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  The success of this new strategy should be measured in a couple of key ways, first with the declining rates of the online sales, we would like to see a 6 to 7% increase in the online retail spending from consumers, and increase in viewership of the Nike websites and Face book and Twitter pages.   Also increasing the page rank and relevance on Google and Google Ad words should help gage the success.

Proposed Budget    Nike spends roughly roughly about 12.4% of its rrevenue evenue in adver advertising tising costs, which equates to roughly $2.8 billion. 

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  About $500 million is spent in endorsements deals.   The proposed budget to be allocated in this new online media strategy will  be roughly $500 $500 million.

 

  Timeline for the Message & Media Strategy plan 

  The timeline for this campaign will work in a couple of different movements. The whole campaign will work over the whole calendar year,

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 but the peak times times of the campaign w will ill be during the beginning of each key sport season to match each key sport sub group. A specific Nike Football strategy will be started in July through Fall A specific Nike Basketball strategy will be started September through June A specific Nike Baseball strategy will be started March through the summer. The other sub groups will match up with their respective sport. The main Nike strategy will work continuously continuously..

The marketing concept we use in making our advertising plan 

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  We use internet marketing for our advertising plan because it is the cheapest way of marketing and targeting the customer. The internet has become an  pervasive force, force, not just in b business usiness but in people’s day-to-day lives. Its all- pervasive impact on the world of marketing has been immense, with many businesses now spending significantly more on web-based marketing than on traditional t raditional offline marketing activities. Increasingly, Increasingly, the battle for customers is being fought online.   The benefits of an effective online marketing campaign are significant –  but  but  businesses that ignore ignore the digital spher spheree do so at their per peril. il. If we are to

 

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maximize were chances for success, we must investigate how we can make the internet work for us. As Nike has already a brand name so it becomes easy for us to promote our product on internet.   Through internet marketing we can easily analysis our performance that how much effective our advertising campaign is working so that we can take some other preferences to increase its efficiency efficiency.. Internet marketing is important because it aligns with the way consumers make purchasing decisions. Studies by analysts such as Gartner indicate that increasing numbers of consumers use social media and research on mobile Internet to carry out preliminary product and price research before making final decisions. Internet marketing enables us to build relations with customers and prospects through regular, low-cost personalized communication, communication, reflecting the move away from mass marketing.     By marketing on the Internet, we can overcome barriers of distance. We can sell goodswere in any part market. of the country setting up local outlets,without widening target We canwithout also build an export business opening a network of distributors in different countries. However, if we want to sell internationally, we should use localization services to ensure that were products are suitable for local markets and comply with local business regulations. Localization services include translation and product modification to reflect local market differences.

 

 

Nike targets youth with social campaign

 Nike is reaching out out to young aud audiences iences with a new social social media cam campaign paign that calls on youth to share their own sports story. The campaign, called “What do you play for?” is aimed at getting youth excited about their own involvement with sports and sharing their stories. The effort is collaboration between the athletics brand and Youth Noise, a social network for teens and social media firm Brickfish. The new campaign is part of Nike's push to build an online community in the youth demographic in which youths can share their personal stories about sports and to encourage these youths to be creative about telling their stories visually.

 

Good Content Marketing Doesn’t Sell, It Spreads

Content marketing is growing, and that usually brings fuzzy definitions that blur the lines between what something actually is and what it is becoming. Content marketing is often pegged as a process rather than a technique, but content marketing doesn’t depend on a specific set of tools or a common workflow. It is about providing value and building trust with customers. Strength and Weakness of marketing activities

 Nike has much strength strength as a company as well as weaknesses. Nike iiss the leading and most recognized name in active sportswear. The Nike swooshes sign and their slogan “Just Do It” are loved by everyone and when you hear it you instantly think  Nike. Nike has no factories; factories; instead of building their o own wn factories, Nike Nike uses contract factories around the world to make their products. They have contracts without over 700 shops globally in about 45 different countries. Nike employed approximately 30,000 30,000 people around the world. Nike manufactur manufactures es not just shoes  but shirts, sweatshirts, sweatshirts, sweatpants, hats, sports eequipment quipment and ot other her accessories and distributes them all over the world. As a company to make sales and profits  bigger, Nike makes makes very strong m marketing arketing efforts by endorsing athle athletes tes such as Michael Jordan and Derek Jeter to wear their merchandise to attract the customers even more to buy their goods. Some Weaknesses of Nike though are it is considered as “the expensive brand” and is difficult for third world and Asian countries to afford their products. Nike is also criticized for making their products in third world countries, breaking many labor laws and paying the workers below minimum wage to make more money as a company.

 

  “Free Running”  Running” 

In order to promote its new Free Running shoes Nike will launched a social campaign that will challenged runners to clock their fastest time over two miles using Nike+. To add a sense of fun to the competition the company will tie it into an original karaoke song, with the idea being that a strong runner should be able to sing while running. .

 

Media marketing Strategy Objectives

Media strategy messages should reinforce product benefits and help the company develop positioning strategy for products. Media strategy is how the organization delivers its message to customers; consumers and businesses that the firm would like to sell to. A firm's message strategy will incorporate aspects of the  promotional mix mix and take the behavio behavior, r, wants and needs of their target aaudience udience into account. A firm's media strategy is a long term plan which runs through all communications internal and external. Media strategy could be the difference  between success and failure. failure. Task 2 No

Tasks

Start Date

End Date

1

Online marketing

January

March

2 3

Blogging Planning the future strategies Controlling the budget

Feb March

November April

January

December

Managing the new campaigns Finding new innovative strategies

May

June

 November

December

4 5 6

Resources Required IT experts

Good writers Project mangers Finance Experts Good strategic team Innovative employees

 

Reference "Basketball" on Nike.com. (n.d.). Retrieved April 02, 2010, from <http://www.nike.com/nikeos/p/nikebasketball/en_US/> "Feature." Nike Biz. (2009, 11 12). Retrieved April 02, 2010, from <http://www.nikebiz.com/#> "History." Nike and the American Body. Bod y. (n.d.). Retrieved April 02, 2010, from <http://xroads.virginia.edu/~CLASS/am483_97/projects/hincker/nike.html> "Nike Ethics" Slide Share Present Yourself. (2007, 11 01). Retrieved April 02, 2010, from <http://www.slideshare.net/eonemo/nike-ethics> "Nike's Labor Practices.". (ICMR. 2002). Retrieved April 02, 2010, 2 010, from ICMR Center for Management Research: <http://www.icmrindia.org/casestudies/catalogue/Business%20Ethics/BECG018.htm> Archie B. Carroll, A. K. (2008). Business and Society: Ethics and Stakeholder Management. South-Western College Pub; 7 edition.  Nike's New Game Plan for Sweatshops. (Online Extra.2004, 09 20). Retrieved April 02, 2010, from Business Week: <http://www.businessweek.com/magazine/content/04_38/b3900011_mz001.htm> Poulomi, S. (2004, 11 08). "Nike develops a 'balanced scorecard' for ethics integration." Ethical Corproration. Retrieved April 02, 2010, from <http://www.ethicalcorp.com/content.asp?ContentID=3117&ContTypeID=EC-MIDDLE> Pugatch, T. (1998, 04 28). External Monitoring Recommendations. Retrieved April 02, 2010, from <http://www.unc.edu/~andrewsr/ints092/group1/monitor.html> Stanwick, P. S. (2009). Understanding Businnes Ethics. Eth ics. Upper Saddle City,NJ: Pearson Prentice Hall, 2009. Print.