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Nike, inc & IMC

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A evaluation of integrated marketing communications (IMC) as applied to Nike, Inc.

Nike, inc & IMC

  1. 1. & IMC
  2. 2. Mission “To bring inspiration and innovation to every athlete* in the world.” *If you have a body, you are an athlete. US$68B Market Capitalization January 25, 1964 Founded Phil Knight Founders Bill Bowerman Key Market US Notable Campaigns “Make It Count” “Find Your Greatness” Brand Endorsers LeBron James Maria Sharapova Cristiano Ronaldo
  3. 3. Target Consumers
  4. 4. • • • • • Strengths Weaknesses • Older and younger consumers perceive brand differently Opportunities Threats Robust market position Strong brand equity Strong product innovation Extensive distribution network Strong marketing communication • • • Move into wearable technology Endorsement Scandals Pressure for better corporate citizenship
  5. 5. From hero-selling to storytelling NIKE’S From traditional to digital marketing MARKETING REVOLUTION From product innovation to customer centric ecosystems
  6. 6. How IMC works at Nike.
  7. 7. Stage 4: Financial & Strategic Integration Use of data to drive strategic planning such as product offerings Stage 3: Application of IT Collection of behavioral data and customer preference data Stage 2: Redefining scope of marketing communication Matrix organizational structure Code of Conduct for all business partners Stage 1: Tactical Coordination Brand level: Brand elements are consistent Campaign level: Integration across all brand contact points Between campaigns: No campaign is at odds with another
  8. 8. #8 Guiding Principle Y/N Justification #1 Become a customer-centric organization ✓ Customization of shoes in NikeiD store #2 Use outside-in planning ✓ Consumer data drives corporate strategy e.g. Nike+ #3 Focus on the Total Customer Experience ✓ Integration is achieved across all brand contact points and stakeholders in the value chain #4 Align consumer goals with corporate objectives ✓ Focus on digital to pursue younger consumers #5 Set customer behavior objectives ✓ Target segments and goals are established for each campaign #6 Treat customers as assets ✓ US$2.7B marketing budget; 15% of revenues spent on endorsements #7 Streamline the functional activities ✘ Divided into Sports Marketing, Events Marketing, Branding etc. #8 Converge marcom activities ✘ Digital marketing department is separated from traditional marketing *Tie compensation to IMC goals ✘ No evidence
  9. 9. Guiding Principle Y/N #8 Justification #1 Become a customer-centric organization ✓ Customization of shoes in NikeiD store #2 Use outside-in planning ✓ Consumer data drives corporate strategy e.g. Nike+ #3 Focus on the Total Customer Experience ✓ Integration is achieved across all brand contact points and stakeholders in the value chain #4 Align consumer goals with corporate objectives ✓ Focus on digital to pursue younger consumers #5 Set customer behavior objectives ✓ Target segments and goals are established for each campaign #6 Treat customers as assets Guiding Principle ✓ Y/N US$2.7B marketing budget; 15 of revenues spent on endorsements Justification #1 Streamline the functional activities #7 Become a customer-centric organization ✓ ✘ Customization of shoes in NikeiD store Divided into Sports Marketing, Events Marketing, Branding etc. #2 Use outside-in planning #8 Converge marcom activities ✓ ✘ Consumer data drives corporate strategy from traditional marketing Digital marketing department is separatede.g. Nike+ #3 compensation to Customer *TieFocus on the Total IMC goals Experience ✓ ✘ Integration No evidenceis achieved across all brand contact points and stakeholders in the value chain #4 Align consumer goals with corporate objectives ✓ Focus on digital to pursue younger consumers #5 Set customer behavior objectives ✓ Target segments and goals are established for each campaign #6 Treat customers as assets ✓ US$2.7B marketing budget; 15 of revenues spent on endorsements #7 Streamline the functional activities ✘ Divided into Sports Marketing, Events Marketing, Branding etc. #8 Converge marcom activities ✘ Digital marketing department is separated from traditional marketing *Tie compensation to IMC goals ✘ No evidence
  10. 10. Out-of-Home Advertising Social Media Print & TV Advertising Supply Chain Management Endorsements CSR Word-of-Mouth The Products Experience Corporate Culture Events Point-of-Sale Compensation/Incentive Policies Media Relations Employee Communications Mobile Web
  11. 11. #MakeItCount #FindGreatness #JustDoIt +
  12. 12. COMMERCIAL (ONLINE & TV) MARKETING ACTIVATION: SOCIAL MEDIA & EVENT PRODUCTS ADVERTISING & POINT-OF-SALE
  13. 13. COMMERCIAL (ONLINE & TV)
  14. 14. MARKETING ACTIVATION: SOCIAL MEDIA & EVENT
  15. 15. PRODUCTS
  16. 16. ADVERTISING & POINT-OF-SALE
  17. 17. Most shared campaign on the planet in 2010 CAMPAIGN HIGHLIGHTS Twice as much brand buzz as official sponsor Adidas at the World Cup Global sales growth of 7% following the campaign
  18. 18. #MakeItCount #FindGreatness #JustDoIt +
  19. 19. #MakeItCount #FindGreatness #JustDoIt + COMMERCIAL (ONLINE & TV) PRODUCT MARKETING ACTIVATION: SOCIAL MEDIA
  20. 20. #MakeItCount #FindGreatness #JustDoIt + COMMERCIAL (ONLINE & TV)
  21. 21. #MakeItCount #FindGreatness #JustDoIt + PRODUCT
  22. 22. #MakeItCount #FindGreatness #JustDoIt + MARKETING ACTIVATION: SOCIAL MEDIA
  23. 23. #MakeItCount #FindGreatness #JustDoIt + MARKETING ACTIVATION: SOCIAL MEDIA
  24. 24. #MakeItCount #FindGreatness #JustDoIt + @nike (2.2M ) VS @adidas (470K) CAMPAIGN HIGHLIGHTS Nike+ digital ecosystem: From 8.5M to 18M users in a year 18% profit (2012) driven by the sales of FuelBand
  25. 25. COMPETITION
  26. 26. IMC • • • Advanced stage Digital & social media savvy Nike+ & FuelBand IMC • • • Advanced stage “All In” Campaign MiCoach IMC • • Early stage “Nature of Performance” Campaign
  27. 27. How IMC works for Nike.
  28. 28. Competitors Presence Identity/Image Constituencies Financial Value Perceived Quality Commitment Components of Brand Equity
  29. 29. Presence BREADTH “one sight, one sound” DEPTH Dialogue = knowledge
  30. 30. IDENTITY Identity/Image Secrecy IMAGE Customers as Co-Creators
  31. 31. Identity/Image IDENTITY Secrecy IMAGE Customers as Co-Creators
  32. 32. INTERNAL Talent Retention EXTERNAL Price Inelasticity Commitment
  33. 33. ALIGNMENT Promise VS Expectations CLOSED LOOP Perceived Quality Using Customer Data
  34. 34. Competitors Presence Identity/Image Constituencies Financial Value Perceived Quality Commitment Components of Brand Equity
  35. 35. Attitudinal Financial Value PRESCRIPTIVE EVALUATIVE BrandDynamics The Conversion Model EquiTrend Brand Asset Valuator Meaningful Brands Study The Effectiveness of IMC 1. Define time frame 2. Pre-IMC Measurement 3. Post-IMC Measurement 4. Compare
  36. 36. Meaningful Brands Study Financial Value Would your customers care if your brand disappeared tomorrow?
  37. 37. Meaningful Brands Study Financial Value Connect human well-being with brands Meaningful brands beat stock market by 120% Nike ranks 7th on the list
  38. 38. Financial Financial Value BUSINESS BRAND Annual Report BrandFinance Fortune 500 InterBrand The Effectiveness of IMC
  39. 39. Attitudinal Financial 1. Monitor brand listings 2. Develop internal KPI 3. Track brand equity
  40. 40. Moving Forward Financial Integration Linking Compensation Evaluation Loop JUST DO I{MC}. Customer Brand Valuation Streamlining Functions 40
  41. 41. We have challenges, but challenges have always made us better and stronger. -Mark Parker
  42. 42. Q&A

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