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E busine ss; nike
- 1. E-BUSINESS GUSTAVO BEZERRA CORNELIA BOTTKE IVAN MALENICA EDWARD-JO BOVY
- 2. BUSINESS MODELCANVAS – NIKE INC. KEY PARTNERS •APPLE INC •FACEBOOK •MICROSOFT •MV AGUSTA •INSTAGRAM •GOOGLE •EA SPORTS •LIVESTRONG •TOMTOM •BOEX •DUPONT KEY ACTIVITIES •INNOVATIVE PRODUCT DESIGN •VOLUME MANUFACTURING •DISTINCTIVE MARKETING •EFFECTIVE IT •DISTINCTIVE R&D •TIGHT FINANCIALCONTROLS •PERIODICEMPLOYEE TRAINING VALUE PROPOSITIONS CUSTOMER RELATIONSHIPS NIKE.COM INSIDE.NIKE.COM(ONLINE BLOG) CUSTOMER SEGMENTS •ATHLETES •MEN •WOMEN •CHILDREN KEY RESOURCES •EFFICIENTEMPLOYEES •STRATEGIC MARKETING INNOVATIONS •DISTRIBUTIONNETWORK •INTEGRATED RESEARCH LABORATORIES •REPUTATION IN INDUSTRY CHANNELS •RETAIL STORES •INDEPENDENT DISTRIBUTORS •LICENSEES •WEBSITE (NIKESTORE.COM) COST STRUCTURE •HEAVY INVESTMENT IN R&D + MARKETING •LOW MANUFACTURING, LABOUR & MATERIAL COST (OUTSOURCING) •LOW DISTRIBUTION COST DUE TO DISTRIBUTION CAPABILITY REVENUE STREAMS • FOOTWEAR • APPAREL • EQUIPMENT
- 3. TARGET GROUPS MEN/SPORTSMEN WOMEN/SPORTSWOMEN CHILDREN/TEENS • FOOTBALL,BASKETBALL, RUNNING • SPORT-CENTRIC • MIDDLE/UPPERCLASS • QUALITYORIENTATED • HIGHLYBRANDLOYAL • 21-55YEARS •SOFTBALL,YOGA,RUNNING •SPORT-CENTRIC •MIDDLE/UPPERCLASS •QUALITYORIENTATED • HIGHLYBRANDLOYAL •21-55YEARS • STATUSORIENTATED(SHOW OFF) • HIGHLYBRANDAWARE • INDIVIDUAL •8-21YEARS BRANDPOSITIONING: ESTABLISHA STRUCTUREOF FEATURES,FUNCTIONAL AND EMOTIONALLYBENEFITINGPRODUCTS
- 4. REACHING TARGET GROUP SOCIAL MEDIA MARKETING • INSTAGRAM, FACEBOOK, TWITTER • LONG-TERMENGAGEMENT, TIGHTER RELATIONSHIPS CELEBRITY ENDORSEMENT • RONALDO, RONALDHINO, ROBERTO CARLOS,TIGER WOODS • BUILD UP PRODUCT INTIMACY, ENFORCE BRAND AWARENESS CAMPAIGNS • SECRETTOURNAMENT, JUST DO IT • REASSURING CONSUMERS, BEING CLOSE TO ITS COMMUNITIES
- 5. MARKETING FUNNEL AWARENESS – ONLINESEARCH,SPORTSRELATED WEBSITEAND BLOGS, SPONSORSHIPS CONSIDERATION – ONLINESEARCH, USER’SREVIEWS, COMMENTS PREFERENCE– YOUTUBEVIDEOS,SOCIAL NETWORKS, SPORTS WEBPAGES ACTION– ON-LINESALES,IN-STORESALES, CUSTOMIZATIONSATTEMPT, LOYALTY– CUSTOMIZEDUP-SELLING,SOCIAL NETWORK FRIENDING,SECONDPURCHASE,QUANTITYPURCHASE ADVOCACY- SOCIALBUZZ,REVIEWS,“LIKES
- 6. SEARCH GOAL: -VISIBILITY - GENERATINGMORE CUSTOMERS STRATEGICACTIONS THEYHAVEA VERY GOODSEOWHICH AFFECTSTHE VISIBILITYOF THEIR WEBSITEIN SEARCH ENGINE FREQUENCY DAILYANALYSIS MEMBERSOF THE MARKETINGTEAM E-MAIL GOAL: -KEEPCUSTOMERS AWAREOF THE LATESTNEW: PROMOTION,NEW PRODUCTS,… STRATEGICACTIONS SENDING NEWSLETTER SENDING INFORMATION RELATEDTO CUSTOMER INTEREST.. FREQUENCY DAILYCAMPAIGN PUBLICITY GOAL: BRANDINGEXPOSER STRATEGICACTIONS: -MOBILECAMPAIGN -VIRALVIDEOS CAMPAIGN -USINGFAMOUS PEOPLE -SPONSORING FREQUENCY CAMPAIGN FREQUENCIESDEPEND ON THEIR IMPORTANCE ADVERTISING GOAL: GENERATEMORE ATTRACTION INCREASESALES STRATEGICACTIONS ADVERTISINGOF CAMPAIGN EX:“JUSTDO IT”, MOBILECAMPAIGN FREQUENCY ATLEASTONEA MONTHTHEY COME UP WITHA NEWBIG ADVERTISING SOCIAL GOAL: BEINGSEENAND FOLLOWBY PEOPLE GETINVOLVEDIN CUSTOMEREVERY DAYLIFE STRATEGICACTIONS SHOWINGTHEIR CAMPAIGN BROADCASTING VIRALVIDEO =>FACEBOOK, TWITTER,NIKE+ SEQUENCES SEVERALPOSTPER DAY ONLINE STRATEGY
- 7. GLOBAL CHART
- 8. MAJOR FINDINGS NIKE UNDERSTANDS THEIR TARGETAND THE INTERNET. THE COMPANY DIDN’T STOP ONLY IN THEIR GREATWEBSITE,BOUT ALSO DEVELOPED A COMPLEX NETWORKOF SITES THATALLOWSTHEM TO GIVE EACH OF THEIR PRODUCTS TO HAVE AN ONLINE PRESENCE. IT IS IMPORTANTFOR A COMPANYTHATSELLSPRODUCTS TO THECONSUMERS NOWADAYSTO DEVELOPA DIVERSE BODY OF INTERNETMARKETINGCAMPAINGSTHAT PIVOTON WELL DESIGNED PRODUCT-CENTRICSITES,NOTCOMPANY-CENTRICONES.
Editor's Notes
- Key partners: Nike has build up a big network of partners and suppliers all over the world. This partnerships help them to deliver high quality products all over the world. Key Activities: Nikes most important key activities are the innovation in product design and the differentiation in their products offered. Also the processes regarding their marketing and Research and Development activities pushes them ahead of their competitors. Key Resources: The major key resource Nike Inc has are its efficient workforce and the distribution network it has. Also the reputation of the company in its industry is very important as this gives the company and its products a high value. Value Proposition: Nike‘s Value proposition is to offer the most efficient products for athletes to lure their best possible results Customer Relationships: on Nike.com the company tracks valuable information of its informations (name, location, etc.) which they use to track the buying behavior. The online blog – inside.nike.com – which requires a membership is used to utilize the customer centric. Channels: For selling its products to the customer Nike uses the typical channels like stores, website and licencees. Customer segments: The groups they are trying to reach are women, men and children/teens who are doing sports professionally or have a high brand loyalty for the products. Revenue Streams: 60% of the revenues come from footwear, 34% of Apparel and the remaining 6% are divided to equipment and subsidiaries
- The target group of nike consists of men, women and children/teens everywhere around the world. The social status they belong to is the middle or upper class as the products of Nike are expensive but related to the quality they provide it is a good price-performance-ratio. The women and men who buy nike products, are mainly sportspersons/athletes doing sports on a professional basis and thus need high quality products, which Nike provides. However, Nike also offers products which help to track the improvement in their performance, which is very important for the sportspersons. For the children and teens, they don‘t put that much focus on the quality of the product but more about the value the product/brand adds to their lifestyle. They purchase and wear the products of Nike to show off that they can afford the high-end products. The desired brand position Nike wants to have is to establish a structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (requirement), motivating (differentiation) or crucial factors (inspiration).
- Nike is a global marketing powerhouse in Digital Big Data and Social Media Marketing, thus way ahead of its competitors Reebok, Puma, Adidas, etc. Nike Inc is heavily relying and using social media websites like Instagram, Facebook and Twitter to promote its new proudcts. They also have their own online communities (Nike+) where the consumers can compare their results with others and thus motivate themselfs and get inspired. They are also having a lot of sponsorships with famous athletes from Football, Golf, Basketball and so on who helps Nike to create and implement their emotional branding strategy. By doing so they can build up a product intimacy and enforce their brand awareness. Furthermore, they are doing a great portion of campaigns, like „secret tournament“ and „just do it“. All of them are not only campaigns anymore they became a lifestyle for Nike consumers, who are integrating and using this mottos in their every day life. It helps the company to assure their consumer base and gives them the opportunity to be as close as possible to them.
- AWARENESS – PARTICIPATING INTO ALL POSSIBLE SOCIAL NETWORKS AND SPORTS RELATED ONLINE BLOGS OR WEBSITES/MAGAZINES IN ORDER TO INCREASE AWARENESS CONSIDERATION – ONLINE SEARCH FOR KEY WORDS, USER’S REVIEW PREFERENCE – USING THE MOST COMMON SOCIAL NETWORK TO PROMOTE COMPANY AND PRODUCT. MAY BE USED SPONSORED ATLETES AS WELL ACTION – ON-LINE SALES, IN STORE SALES, CUSTOMIZATION LOYALTY – ONLINE SALES TO THE SAME USER, SOCIAL MEDIA FRIENDSHIP ADVOCACY – COSTUMER’S REVIEW ABOUT THE PRODUCT/SERVICE, SOCIAL BUZZ, PEOPLE COMMENTING ON PRODUCT QUALITY AND IMPRECIONS. KPI: NUMBER OF CLICKS, PAGE VIEWS, ONLINE SALES METRICS, ONLINE CUSTOMIZATION ATTEMPTS, NETWORK POSITIVE COMENTS
- Nike are the front runner in producing clear, market leading designs, and with an implemented attitude into breaking new boundaries with revolutionary marketing strategies. They benefit from a really good search engine optimization, which allow them to be on the first result on several research related to sport, shoes and clothes. Thanks to their great data they send newsletter to their potential customers according to their interest in order to inform them from the latest news related to the company. Moreover, the company is really focused on its presence on the several social network such as Facebook, Twitter, YouTube, Instagram or Snapchat,… They even have their own social network: “Nike+”. They use really often famous sport stars in their video performance and sponsor important events in order to be as present as they can. Indeed, they run lot’s of campaign towards the different channel opened to them in order to attract people, make them speak about the company and follow the latest news of this last.
- Obtain a high-ranking placement in the search results page of a search engine (e.g. Google, Bing, Yahoo and other search engines). Enhancing the relationship current or previous customers, encourage customer loyalty and repeat business, acquiring new customers and adding advertisements to email messages. Nike has achieved a great deal of brand exposure from its excellent digital campaigns, particularly through social. Many of them tie into its overarching #MakeItCount initiative and the Nike+ network, but others are memorable viral videos or interesting social competitions. Nike advertising is one of the most effective emotional branding examples in the marketing world today. Their customer loyalty is off the charts, all thanks to the Nike brand strategy and masterful application of emotional branding.
- They understand their target demographic’s relationship with technology and the Internet, and they’ve had the forward vision to pioneer into Internet country while other competitors have held back cautiously. They didn’t just stop at one great site though, they’ve developed an entire network of sites that allows them the flexibility to give each product its own outstanding online presence. Then they link it back up with their central hub which naturally links to stores. The end result? More traffic, more buzz, and, ultimately, more sales (online and off). For a company that sells its products to consumers through a broad distribution chain, to thrive for the next 10 years they must develop a diverse body of Internet marketing campaigns that pivot on well designed product-centric sites, not company-centric ones.