Nike: A Integrated Brand


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Nike: A Integrated Brand

  1. 2. <ul><li>Integrated marketing communications defined </li></ul><ul><li>What makes a truly integrated brand </li></ul><ul><li>Is Nike an integrated Brand? </li></ul><ul><ul><li>Evolution of Nike’s marketing </li></ul></ul><ul><ul><li>Nike’s integrated campaigns </li></ul></ul><ul><li>MB’s role in building and integrated brand </li></ul>Executive Summary
  2. 3. IMC Defined
  3. 4. <ul><li>IMC-The management of all organized communications to build positive relationships with consumers and stakeholders-stresses marketing to the individual by understanding needs, motivations, attitudes and behaviors. </li></ul>
  4. 5. What Makes A Truly Integrated Brand?
  5. 7. Is Nike An Integrated Brand?
  6. 8. Nike’s Promotional History 1970’s 1980’s 1990’s 2000’s
  7. 9. Nike’s IMC Strategy <ul><li>Nike strategy evolves continuously to reflect their target audience </li></ul><ul><li>More emphasis on non traditional forms of media </li></ul><ul><li>Focused on creating more direct interactions with consumers </li></ul><ul><ul><li>Spent 33% TV ads and other traditional media </li></ul></ul><ul><ul><li>Spent 67% $on non traditional media (Ad Age) </li></ul></ul><ul><li>IMC has allowed Nike to link and integrate their brand to every relevant touch point for the consumer </li></ul>” We’re not in the business of keeping the media companies alive, w e’re in the business of connecting with consumers.”
  8. 10. <ul><li>Global 10 km race series participating in 25 global cities. </li></ul><ul><li>The idea was to see how many people from around the world would do a 10,000-meter race, all starting at the same time. </li></ul><ul><li>Advertised as a perfect opportunity to enjoy all that the world has to offer as well as keeping fit and healthy while raising money for charity. </li></ul>Nike + Human Race
  9. 11. Nike + Human Race <ul><li>Over 800,000 runners logged on </li></ul><ul><li>Participants logged about 3,000,000 miles </li></ul><ul><li>Created Buzz amongst the media and bloggers </li></ul><ul><li>Increased consumer interaction by bring runners together under the Nike banner </li></ul><ul><li>Increased traffic to stores worldwide </li></ul><ul><li>Sold more Nike Sport Bands </li></ul><ul><li>Sold Human Race gear </li></ul><ul><li>Raised money for charity </li></ul>
  10. 12. Nike ID Campaign <ul><li>Integrated campaign to raise awareness of Nike iD </li></ul><ul><ul><li>Promoted re-launch of the Nike iD website </li></ul></ul><ul><ul><li>Nike iD: Product line that allows consumers to design and purchase custom-made shoes online. </li></ul></ul><ul><ul><li>World's first cell-phone-controlled, commerce-enabled interactive experience. </li></ul></ul>
  11. 13. Nike ID Campaign
  12. 14. Is Nike an Integrated Brand?
  13. 16. MB’s role in building and integrated brand
  14. 17. <ul><li>Of course we can deliver on several of the key functions of IMC </li></ul><ul><ul><li>Customer centric </li></ul></ul><ul><ul><li>Data driven strategy </li></ul></ul><ul><ul><li>Integrated campaign evaluation </li></ul></ul><ul><ul><li>Effective brand enhancement </li></ul></ul><ul><li>The real question is if MB can really can really fill the role of an impartial watchdog. </li></ul>