NIKE CRUSHMichael Spinella, Dieu Anh Ho Samantha Thomas
consumersearch.comColeman 50-quart Wheeled Ultimate XtremeCooler: Iffy manufacturer claim, heavy and bulkyColeman FlipLid 6 Personal Cooler:Heavy, hard to carry on long tripsKleanKanteen Classic stainless-steel water bottle: Sweats in hot weatherProduct Architects Polar Bottle: Not functional for sports, doesnt keep liquid cold, unattractive despitechoicesEarthLust Bottle 13oz.: Doesnt accommodate ice cubesNalgene OTG - On The Go: Comes in only three colors.Sigg Classic Traveler: Expensive, icecubes dont fit inthe narrow mouth
Solving the Problem Users of different ice coolers on www.consumersearch.comspecified the problems of them being bulky, heavy and hard to carry, especially on long trips. Users of different water bottles on www.consumersearch.com specified the problems of them not being able to accomodate ice cubes inside and not keeping the liquid cold. Some consumers also claim the watter bottle companies have unattractive designs, offer very limited color range and are not functional for sports.That is why we came up with Nike CRUSH!
Determinant Gap Map Weight High ConvenienceLow High Low
Demographics Target Demographics: 18-34 35-44 College Degree We can assume from our research that these demographics will have the greatest interest in the Nike Crush because they are most concerned about physical fitness and the foods they consume. Nike Crush Cooling Sleeve is most ideal for college students and working professionals who lead active and busy lifestyles.
Psychographics(Lifestyle Analysis) Target Psychographic: Households with an income of $30,000 & above We can assume from our research that these psychographics will have the greatest interest in the Nike Crush because our product will offer convenience along with affordable pricing.
Geographic Locations Elements: Have a high concern for their overall health Participatein physical fitness activities In need of convenient products for a busy lifestyle TargetCities: Atlanta, Boston, Chicago, Los Angeles, Miami, New York, San Francisco, and Washington DC
Geographic Locations Target Demographics: Major Cities We can assume from our research that these geographic locations will have the greatest interest in the Nike Crush because of the size and location of the area. Larger cities offer more commuters that lead busy lifestyles, which is most ideal for a product like the Nike Crush
Consumer ProfileDiana WilliamsAge:19Occupation: Full-Time Student/Part Sales AssociateMarital Status: SingleMonthly Income: $800-$1000Hobbies: Active in aerobics 3 times a weekInterest: Movies, Music, and Physical fitness
Consumer ProfileMathew RoseAge:31Occupation: Personal BankerMarital Status: NewlywedMonthly Income: $2000-$3000Hobbies: Occasional golf on the weekendsInterest: Sports, Gaming, and electronics
Avon Walk For Breast Cancer “Let Nike help CRUSH Breast Cancer” Nike will provide the “Nike Crush” for walks in Houston, Washington, Boston, Chicago, Rocky Mountains, San Francisco, Santa Barbara, New York City, and Charlotte. Special Breast Cancer Edition Packaging to promote Breast Cancer awareness during walks as well as the month of October. During the month of October 10% of CRUSH sales will be donated to Breast Cancer Research
The ING New York City Marathon “CRUSH the Competition, Just Do It” ING New York City Marathon is one of the worlds great road races, drawing more than 100,000 applicants annually Gives CRUSH a chance to excel in the media capital of the world before two million cheering spectators and 315 million worldwide television viewers. Our design will be promoting the “Team for Kids” Charity. Promoting health and fitness in the fight against childhood obesity and diabetes.
2012 Olympics Nike CRUSH will be provided to all participating athletes. The product will feature a limited addition Olympics design, both provided in the arena as well as participating stores where Nike product’s could be found.
News Papers Selected•USA TODAY’s daily print circulation was 1,829,099for the period ending March 31, 2011•The Wall Street Journal currently has a printcirculation of 1,613,062 in the United States
News Paper Spending CPM( Full CPM (1/4 Publication Circulation Full Page 1/4 Page Page) Page) Weeks Full Page Total USA Today (Weekdays) 1,728,413 199,000.00 77,900.00 115.13 $45.07 20 $3,980,000.00 USA Today (Weekend) 1,981,016 242,600.00 95,100.00 122.46 $48.01 10 $2,426,000.00Wall Street Journal 1,613,062 243,966.24 60,991.56 151.24 $37.81 20 $4,879,324.80 Total: $11,285,324
Out Door Spending SpendingMedia Outlet: Cost (4 Week Period) Average Number of Ads Totals Billboard Ads: Large Billboard $1500-30000 $15,750 Medium Bilboard $750-2000 $1,375 5000 $6,875,000 Small Billboard $300-750 $525 500 $262,500 Digital Billboard $3500-25000 $14,250 Bus Ads: Bus Exterior Ads $150-4500 $2,325 2500 $5,812,500 Bus Stops $150-4500 $2,325 Bus Interior $20-50 $35 Bench Ads $75-500 $288 Taxi Ads: Taxi Top $200-500 $350 8000 $2,800,000 Taxi Side and Top $500-800 $650 Taxi Full Wrap $950-1950 $1,450 Subway/Train Ads: Backlit Diorama $200-950 $575 2 Sheet (Subway Station Wall) $200-950 $575 10000 $5,750,000 Interior Display (Vertical Format) $75-150 $113 10000 $1,125,000 Interior Display (Horizontal Format) $50-100 $75 10000 $750,000 Total: $23,375,000
Online Advertising Advertising on sites such as: Facebook, Twitter, and Google AdWords
Facebook Facebook has over 500 million users world wide They currently have over 50 million users that they reach on a daily basis. Which is more then YouTube, Yahoo!, and msn. People on average spend between 4- 8 hours daily which gives plenty of time for impressions of ads
Google AdWords According to Alexa.com Google is the number one site on the internet today Not only in the US but worldwide as well. Consumers are also spending and average of 12 minutes on Google
Why Google AdWords? Over 37 million people world wide Google Nike on a monthly basis Making our product more accessible to gain a name in the market. Water is also Google-d over 101 million times globally in a month Averaging our costs to be $1.05 per click.
Advertising Budget Allocation Budget AllocationPlat Form Cost News Paper $11,285,324.80 Outdoor Media $28,137,500.00 Magazines $17,420,232.00 Online $10,300,000.00 Events $25,000,000.00Total: $92,143,056.80
Month January February March April May June July August September October November December Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 Media PlatformNews Papers: USA Today (Weekdays) USA Today (Weekend) Wall Street JournalOut Door Media Billboard Ads: Medium Bilboard Small Billboard Bus Ads: Bus Exterior Ads Taxi Ads: Taxi Top Subway/Train Ads: 2 Sheet (Subway Station Wall) Interior Display (Vertical Format) Interior Display (Horizontal Format)Magazines Golf Digest DETAILS GQ Golf World SELF ESPN Womens Health Shape The Rolling Stone Sports Illustrated Mens Health MaximOnline: Google AdWords Facebook
Other Considerations But Not Use Radio Television Product Placement Cinema Mobile