The document provides an overview of Nike's marketing plan to introduce their new NikeFree Run 2+ shoe. It discusses Nike's mission, markets, customers, product revenues, competition, branding, growth rates and financial analysis. The goal is to strengthen muscles and reduce injuries while providing a barefoot running experience through customizable shoes.
Analyzing Nike's products and promotional strategies.
The presentation can be viewed with audio on Youtube. https://www.youtube.com/watch?v=vKVO8P7x7Bc
Brief study on the Nike Sneakers revolution in the sports industry, Background of the company, Founders of the Nike, HARVARD CASE STUDY ON NIKE, SNKRS APP/application revolution, Nike Marketing Strategies, Nike colabaration with NBA Championship,
My team and I did an in-depth overview of Nike's competitive position in the sports apparel and footwear industry as well as suggested strategies to help improve their performance.
Analyzing Nike's products and promotional strategies.
The presentation can be viewed with audio on Youtube. https://www.youtube.com/watch?v=vKVO8P7x7Bc
Brief study on the Nike Sneakers revolution in the sports industry, Background of the company, Founders of the Nike, HARVARD CASE STUDY ON NIKE, SNKRS APP/application revolution, Nike Marketing Strategies, Nike colabaration with NBA Championship,
My team and I did an in-depth overview of Nike's competitive position in the sports apparel and footwear industry as well as suggested strategies to help improve their performance.
Project focusing on the distribution of the sports brand Nike understanding their various distribution channels and the selective paths that they choose for each country in order to benefit their business
BlaBlaCar is a long distance car sharing community, connecting drivers with empty seats and people looking for a ride. Our website and mobile apps allow drivers to publish a planned journey. Passengers can then search available offers, and get in touch with the driver of their choice.
We provide a range of features to create a secure, reliable, trust-based community and easy connections between drivers and passengers. For instance, members specify how chatty they are on the scale “Bla”, “BlaBla” and “BlaBlaBla”, hence the name BlaBlaCar. Members rate one another after travelling together, allowing them to build trusted reputations in the community, and contact details are verified.
BlaBlaCar is currently used by more than 500,000 people every month across Europe. The community, already numbering 2.5 million members, has been growing rapidly since 2009, in great part due to rising fuel costs and expensive rail fares.
http://www.blablacar.com
Here are a few tips on selling from David Ogilvy and other experts. Can you sell?
Enter the Search for the World's Greatest Salesperson. Deadline May 16, 2010 at youtube.com/ogilvy
https://www.wrike.com/blog/08/27/2014/Crowdfunding-Sites-Infographic - In the last few years, the crowdfunding scene has exploded. It's not just about Kickstarter and IndieGoGo anymore. Now there are hundreds of platforms to choose from, with more popping up every day. But which crowdfunding site is best for your startup, small business, or charitable cause?
In this infographic, we cover 26 Top Crowdfunding Sites with all the essential details so you can choose wisely.
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10 Disruptive Quotes for EntrepreneursGuy Kawasaki
People think that innovation happens by sitting around with your buddies and letting magical ideas pop into your head. Or, your customers tell you exactly what they need, and you just have to build it.
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Follow #VirginDisruptors to join the conversation with Richard Branson and Guy Kawasaki as they talk about whether entrepreneurs have lost the will to innovate.
The Live Google+ Hangout with Richard Branson will be live streamed on Friday, May 9 at 9:30 am PT/12:30 pm PT with a live audience as well. It’s sure to generate a thoughtful conversation and innovative thinking. RSVP on the Google+ event to get a reminder. http://bit.ly/1mgP0b6
The eBooks you create have the potential to become an important pillar in your content marketing mix.
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See download link below.
Here is a free compilation of all the freebies you might need for your presentations, or other creative projects, including fonts, colors, icons and more.
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An American multinational corporation, Nike, Inc. is one of the most leading brands which designs, develops and sells footwear, apparel, accessories, equipment and other services worldwide.
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Shoes On Nike
1
Executive Summary:
Situational analysis
▪ Background data on sales & costs.……………………………………………....Pg. 2
▪ Competitors………………………………………………………………………....Pg. 4
▪ Customers…………………………………………………………………………..Pg. 5
▪ Company …………………………………………………………………………...Pg. 6
▪ Community …………………………………………………………………………Pg. 8
Marketing strategy
▪ Mission ……………………………………………………………………………..Pg. 9
▪ Marketing and financial objectives ……………………………………………...Pg.10
▪ Target Market & Positioning ……………………………………………………..Pg.10
Marketing tactics
▪ Product Offering…………………………………………………………………..Pg. 11
▪ Distribution………………………………………………………………………...Pg. 13
▪ Promotion………………………………………………………………………….Pg. 15
▪ Pricing ……………………………………………………………………………..Pg. 17
Financial projections
▪ Break Even Analysis ……………………………………………………………..Pg. 18
▪ Cost Forecast……………………………………………………………………...Pg. 18
▪ Sales Forecast………………………………………………………………….....Pg. 18
References
▪ References………… ……………………………………………………………..Pg. 20
2
Part 1: Situational Analysis
1.1 Background data on
sales and cost
Nike was founded in the
State of Oregon in January
1996, by a track athlete, Phil
Knight and his coach, Bill
Bowerman (Nike 2017 10-K
Form, 2017).
Being the leader in the
athletic industry, Nike is the world’s largest supplier of athletic wear. Nike’s products are
divided into footwear, clothing, and training accessories. There are eight main
categories of Nike’s brand products. They are: running, soccer, basketball, action
sports, sports-inspired lifestyle products, golf, men’s and women’s training (Nike 2017
10-K Form, 2017).
Comparing Nike’s and
Adidas’ market capitalization
provides evidence of how Nike
grew as a company in athletic
wear during the past 17 years.
In 2001, both Nike and Adidas
started with a market
capitalization of close to 4
3
billion. In 2005, Nike, Inc. gained its lead in the industry, with its market capitalization
grew at a faster rate than Adidas. By 2010, Nike gained a market capitalization of 63.45
billion, and an annual revenue of 19 billion. In 2015, Nike’s market capitalization was
82.6 billion, while market capitalization of Adidas lagged behind at 17.1 billion (image
and text, Leach, 2015). During the 2017 fiscal year, the annual revenue for Nike, Inc. is
$34.4 billion, which rose 8% from the previous year on a currency-neutral basis (Nike
news, 2017).
Nike’s “swoosh” symbol was developed in 1971, and was registered with the
United States Patent and Trademark Office in 1974. Over the years, the Nike brand
became one of the strongest brand in the world. Currently, the Nike brand ranks as the
18th strongest in the world, estimated to be worth 27.0 billion dollars (Interbrand, 2017).
Along with its long-stand slogan “Just Do it,” the Nike brand became the face of the
company. Consumers associate the Nike brand with “superior quality, style, and
reliability” (De.
What Makes Candle Making The Ultimate Bachelorette CelebrationWick & Pour
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Is your favorite ring slipping and sliding on your finger? You're not alone. Must Read this Guide on What To Do If Your Ring Is Too Big as shared by the experts of Andrews Jewelers.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
From Stress to Success How Oakland's Corporate Wellness Programs are Cultivat...Kitchen on Fire
Discover how Oakland's innovative corporate wellness initiatives are transforming workplace culture, nurturing the well-being of employees, and fostering a thriving environment. From comprehensive mental health support to flexible work arrangements and holistic wellness workshops, these programs are empowering individuals to navigate stress effectively, leading to increased productivity, satisfaction, and overall success.
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
2. Agenda:
i. Executive Summary………………..(p.3)
ii. Situation Analysis…………………..(p.8)
iii. Product Overview…………………..(p.11)
iv. Competition…………………………(p.19)
v. Market Analysis………………….....(p.23)
vi. Product Branding………………......(p.29)
vii. Financial Analysis……………….....(p.41)
viii. Marketing Strategy…………………(p.46)
ix. Q & A …………………...…………...(p.70)
NikeFree Run 2+ 2
4. Mission:
Principal business is the “design, development and
worldwide marketing and selling of high quality
footwear, apparel, equipment, and accessory products.”
Company goal is to “deliver value to our shareholders by
building a profitable global portfolio of branded
footwear, apparel, equipment and accessories businesses.”
Corporate strategy is to “achieve long-term revenue growth
by creating innovative, "must have" products, building deep
personal consumer connections with our brands, and
delivering compelling retail presentation and experiences.”
NikeFree Run 2+ 42011 10-K filing
5. Place:
North American Market
36% of Revenues in 2011, 35% (2010)
363 Stores
20,000 Retail accounts
International Market
64% of Revenues in 2011, 65% (2010)
393 Stores
20,000+ Retail accounts
NikeFree Run 2+ 52011 10-K filing
6. Customers:
Products are marketed through 2 channels:
Direct to Customer (B-to-C)
700+ NIKE owned retail stores including NIKETOWNs & NIKE
Factory Outlets
Internet sales at www.nike.com
Wholesale Distribution (B-to-B)
Independent distributors & licensees in over 170 countries
worldwide
Partnered Experiences with major athletic retailers (shops within
shops):
• Dick’s Sporting Goods “Fieldhouse”
• Foot Locker “House of Hoops”
• Finish Line “NIKE Running Lab”
NikeFree Run 2+ 62011 10-K filing
7. Product Revenue:
NikeFree Run 2+ 7
(in millions of USD) FYE 2011 ∆ % FYE 2010 ∆ % FYE 2009
Overall Contribution
Footwear 11,493 11 % 10,332 0 % 10,307
Apparel 5,475 9 % 5,037 -4 % 5,245
Equipment 1,013 -2 % 1,035 -7 % 1,110
Other 2,881 10 % 2,610 4 % 2,514
Total Revenues 20,862 10 % 19,004 -1 % 19,176
(in millions of USD) FYE 2011 ∆ % FYE 2010 ∆ % FYE 2009
Footwear
North America 5,109 11 % 4,610 -2 % 4,694
Western Europe 2,327 0 % 2,320 -3 % 2,385
Central & Eastern Europe 600 8 % 558 -17 % 673
Greater China 1,164 22 % 953 1 % 940
Japan 396 -9 % 433 1 % 430
Emerging Markets 1,897 30 % 1,458 23 % 1,185
Overall Contribution 11,493 11 % 10,332 0 % 10,307
55 % 54 % 54 %
2011 10-K filing
9. Benefits:
Strengthens the muscles, tendons
and ligaments of the foot
Endorses a natural running posture
that is less susceptible to injury
Claims:
Shoes provide support, which
doesn’t allow the foot to strengthen
and support it self
Shoes reduce proprioception, the
body awareness of itself to its
environment
Shoes add mass to the foot, slowing
down the runner
Starting out:
People are encourage to start by
walking barefoot, increasing their
time gradually so that the sole has
time to become conditioned.
Barefoot Running:
NikeFree Run 2+ 9http://design.spotcoolstuff.com/barefoot-running-shoes/newton-vibram-five-fingers
10. Minimalist Footwear:
NikeFree Run 2+ 10
Lightweight Footwear – shoes that weigh 9oz or less in men’s shoe
size 9
Accounted for 28% of the running category during 2Q 2011
Minimalist Footwear – subset of lightweight, designed to emulate the
barefoot running style while protecting your feet from the hazards of
hitting bare ground
Accounted for 5% of running category for same period
According to market analysis firm SportOneSource, Lightweight products
are on track to hit $1.8 Billion in sales in 2011.
"It's such an important new idea in footwear that in a couple of years, we
probably won't be talking about lightweight anymore, because everything
will be lightweight…But right now, everyone is playing the hot hand, so
they'll be putting their marketing dollars behind it." - Matt Powell, analyst
with SportOneSource`
17. NikeFree Run 2+
NikeFree Run 2+ 17
Since 2005, the line has undergone numerous revisions to improve
performance, comfort and durability
Nike Free offers two levels of barefoot feel with 3.0 and 5.0 soles, allows users to
enter the market and train at their own pace/comfort.
All models are lace-up style
Extremely breathable
Provide cushioning without sacrificing barefoot feel
Nike + and Nike ID available options
5.03.0
18. Customerization:
Customerization with Nike ID
Free to chose
Cushioning: with 5.0 and 3.0 sole for
reduced weight and enhanced flex.
Width: standard or wide.
Materials: matte, reflective synthetic,
or water resistant treated.
Colors: choose the base mesh, accent
webbing, lining, laces, mid sole rim,
sole.
ID or Logo on tongue top.
NikeFree Run 2+ 18
20. Adidas Climacool Sketchers Gorun Vivobarefoot Evo Saucony Kinvara Saucony Hattori
$90 $80 $120-160 $90 $79-89
NikeFree Run 2 + Vibram FiveFingers New Balance Minimus Merrell “glove” Reebok RealFlex
$90 Base
$95 w/ Shield
$115 w/ Nike ID
$90-125 $99 $110 $90
Competition:
NikeFree Run 2+ 20
21. Points of Parity:
Promote barefoot feel and movement
Lightweight minimalist construction
Breathable upper
Flexible sole
NikeFree Run 2+ 21
NikeFree
Run 2 +
Vibram
FiveFingers
New Balance
Minimus
Merrell “glove” Reebok RealFlex
22. Points of Differentiation:
NikeFree Run 2+ 22
NikeFree Run 2 + Vibram FiveFingers New Balance
Minimus
Merrell “glove” Reebok RealFlex
Std Price $90 Std Price $90 $99 $110 Std Price $90
Sole choices 3.0, 5.0 Vibram Sole Vibram Sole Vibram Sole
Lace up style
Std
Lace up style
Std
Lace up style
Std
Lace up style
Std
Glove-like fit Glove-like fit Glove-like fit Glove-like fit
Supportive Cushioning
with barefoot feel
Minimal “drop” Minimal “drop” Minimal “drop” Supportive Cushioning
Available at major
retailers
Specialty Stores Available at major
retailers
Specialty Stores Available at major
retailers
Nike ID Customization
Nike +
24. Customer Expectations:
The Nike brand of athletic shoes is the most popular among the
younger sets, with popularity diminishing with age; over-65’s are
least likely to purchase this brand. Nike…has built a reputation on
pushing the limits of athleticism, and…they (consumers) will buy
these shoes because of that very perception of athleticism that is
bestowed upon them via purchase.
NikeFree Run 2+ 24
Source: Mintel/Experian Simmons NCS/NHCS: Winter 2010 Adult
Full Year - POP
Brand of Athletic shoes in last 12 months, Feb 2009-Mar 2010
Base: 13,740 adults who bought athletic shoes in last 12 months
25. Positioning the Customer:
NikeFree Run 2+ 25
Sneakers Purchased in last 12 months
$75K-$99.9K - 59%
$100K+ - 63%
0
0.1
0.2
0.3
0.4
Other
Hiking
Aerobic
Tennis
Basketball
Cross-Training
Exercise/Walking
Jogging/Running
Casual
14%
4%
5%
6%
9%
16%
26%
30%
34%
$100K+ households
Mintel/Experian Simmons NCS/NHCS: Winter 2010 Adult
Full Year - POP
26. Target Market:
NikeFree Run 2+ 26
Potential Market - All sneaker buyers who have a favorable opinion of the
Nike brand
Available Market - All types of runners and casual/style sneaker wearers
who already own, or would, own Nike shoes
http://www.prweb.com/releases/running_shoes/market_research/prweb39
56384.htm
Weekend Warrior
20 - 25 miles per week
25 - 35 years old
male and female
This person is looking for
quality and an affordable
price.
Running for Attention
6 -10 miles per week
30 - 55 years old
male and female
This person wants to look
like a runner regardless of
ability.
True Runner
20 - 40 miles per week
25 - 45 years old
male and female
This person wants the
latest in
technology, regardless of
price.
27. Unique Selling Proposition:
NikeFree Run 2+ 27
The NikeFree Run 2+
Is The Ultimate Running Trainer
Strengthens Feet
That Reduces Injury
Enhances Performance
For The “Competitive” Runner
28. Strengths:
NikeFree Run 2+ 28
Pioneer in the Barefoot Market
Strong Brand Portfolio
Celebrity Athlete Endorsements
Research & Development
Wide Supplier Base
http://galenet.galegroup.com.ezproxy.lib.uconn.edu/servlet/BCRC?vrsn=unknown&l
ocID=22516&srchtp=glbc&cc=1&c=1&mode=c&ste=60&tab=1&tbst=tsCM&ccmp=Ni
ke+Inc.&mst=nike+&n=25&docNum=DC306325&bConts=8993
30. SWOT Analysis:
NikeFree Run 2+ 30
Strengths
•Capacity of Innovation, Brand
recognition
•Light weight & Durable
•Strong CRM, Celebrity
spokespersons
•Marketing campaigns
Weakness
•Adoption Time
•Not for watering activities
•Lack of Search Engine
Techniques
Opportunities
•Innovation
•Expansion into emerging
markets
•Internet sales - Growing e-
commerce’s positive
•Sports Events
Threats
•Competitors
•Company’s business model
•The impact of foreign currency
fluctuation
•Labor and political unrest
31. Five Force Analysis:
NikeFree Run 2+ 31
Threat of entry
(Low/Medium)
Supplier Power
(Low)
Threat Of Substitute
(Low/Medium)
Buyer Power
(Low)
Rivalry
(High)
Source: Group Estimate
32. 5 Product Levels:
NikeFree Run 2+ 32
Fun Running
Experience –
Track your success
Flexibility in Options
and Appearance
Quality, Durable Shoe
Comparably Priced
Stronger Foot &
Leg Muscles to
reduce Injury
Barefoot Running
Experience
33. Value Proposition:
NikeFree Run 2+ 33
Durable
Responsive
Cushioning
Flexibility
Customizable
Nike+
Vibram FiveFingers
New
Balance
Minimus
Reebok
RealFlex
Saucony Kinvara
Adidas
Climacool
Vivobarefoot
Evo
Merrell
“glove”Saucony
Hattori
Nike Free
Run 2+
34. Distribution Channels:
NikeFree Run 2+ 34
http://www1.american.edu/carmel/ms1137a/industry.html
Class Derived this data from 2.8% of Nike share
35. Pricing Calculator:
NikeFree Run 2+ 35
Availability
Of
Substitutes
Characteristic
Relative to
Competitors
Brand
Positioning
Income/
Target
Markets
Price/
Strength Of
Demand For
Related
Products
Market
Environment
Competition
Source: The art of Pricing - Rafi Mohammed
36. Brand Messaging:
NikeFree Run 2+ 36
Sincerity
•Down – to earth
•Honest
•Wholesome
•Cheerful
Excitement
•Daring
•Spirited
•Imaginative
•Up-to-date
Competence
•Reliable
•Intelligent
•Successful
Sophistication Charming
Ruggedness
•Outdoorsy
•Tough
Jennifer Aaker – Dimensions of Brand Personality
http://www.youtube.com/watch?v=hbV6qsWEESw
Video - Our Brand
37. Customer Based Branding:
NikeFree Run 2+ 37
High Quality Shoe
High Technical Performance Symbol of Status
Innovation Achievement
Activities
To bring inspiration and innovation to
every athlete* in the world
*"If you have a body, you are an
athlete." - Bill Bowerman
38. Growth Rate:
NikeFree Run 2+ 38
Nike Free Market Share
Revenue
in
Billions
Nike Revenue Growth
Source: Google Insight & Factivia Data
39. Sustainability Framework:
Strategies
Economies of scale
NIKE Sports research Lab
Better Financial Controls
Customer Engagement – Design new products
NikeFree Run 2+ 39
Comparative
Advantage
Valuable Rare Non-
Imitable
Non-
Substitutable
Assessment
Brand
Recognition
Y Y N Y Sustainable
Cost Efficiency Y N/A N N Temporary
Inventory
Management
Y N/A N Y Sustainable
Product Quality Y Y Y Y Sustainable
Effective – In
Store operation
Y N N N Temporary
Contemporary Strategy Analysis - Grant R.M
Values are Group Estimates
42. Nike Running Growth:
Running accounted for 24% of Footwear sales in Fiscal 2011
30 % Growth in 2011
“Running is one of our most important innovation engines. Lunar
technology, Dynamic Support, the Tempo Short and NIKE FREE all came out
of the Running category.” – Charlie Denson, President
“Fueling the growth of our NIKE Brand footwear business was the
increased demand in our performance products, including the NIKE
Lunar and Free technologies which are used across multiple categories.”
“The increase in unit sales was primarily driven by double-digit percentage
growth in Running, Men’s Training, Action Sports and Women’s Training
products.”
NikeFree Run 2+ 422011 10-K filing, Earnings Release FY2012 Q1
47. Strategy Execution: Past
Nike Free launched at the height of the barefoot
running trend
Strong advertisement presence
Strong media presence
New York Times
Oprah listed the Frees on the “One of Her Favorite Things”
episode in 2005
Commercial campaigns: http://youtu.be/8u-yA6fe_Ts
NikeFree Run 2+ 47
http://www.nytimes.com/2005/06/23/fashion/thursdaystyles/23Barefoot.html?pagewanted=2
http://nl.newsbank.com/nl-
search/we/Archives?p_product=MWSB&p_theme=mwsb&p_action=search&p_maxdocs=200&p_topdoc=1
&p_text_direct-0=10A923A40C2FB109&p_field_direct-
0=document_id&p_perpage=10&p_sort=YMD_date:D&s_trackval=GooglePM
http://www.nytimes.com/2005/06/23/fashion/thursdaystyles/23Barefoot.html
http://www.wired.com/science/discoveries/news/2005/08/68474?currentPage=all
http://completerunning.com/running-blog-mark/index.php/archives/2005/11/23/oprah-winfrey-nike-free/
48. Campaign: Power To Your Feet
48
http://www.coloribus.com/adsarchive/prints/nike-free-training-shoes-58-muscles-7337355/
http://www.coloribus.com/adsarchive/prints/nike-free-training-shoes-strength-7337455/
NikeFree Run 2+
49. Marketing Plan Objective
• Reintroduce the Nike Free as the leader in the barefoot running industry
Goal:
• Print
• Digital
• Live events
Create New Ad Campaign
• Duration Mix
• Network vs. Local
• Day Part
Keep TV Execution
• Website
• Banner
• Broadband
• Paid Search
Keep Digital Execution
• Facebook
• Twitter
Increase Social Media Usage
49NikeFree Run 2+
51. Campaign: Just Free It
Spinoff on Nike’s “Just Do It”
Opportunity to get people buzzing about barefoot
running
Display in malls, movie theatres, gyms, on billboards
Ad emphasizes the similarities of Nike Free to running
barefoot
Use in conjunction with editorial opportunities
(Runner’s World, Health Magazine)
Continue researching and opening new running stores
Emphasis on customization
51NikeFree Run 2+
53. Strategy Execution: Future
53
$61.5
MM
Total Advertisement
Investment 2012
PAT: Professional athletic teams
CA: Celebrity athletes
CAT: College athletic teams.
SPENDING BY TACTIC
NikeFree Run 2+
0 10 20 30 40
Trade
OOH
Print
Digital
Sponsorship
TV Network Cable
PAT
Banner
CA CAT
Broad PS Web Others
30%
35%
20%
8%
1%
5%
Others
58. Television:
Mix of 60% :15’s copies and 40% :30’s copies
Utilize :15s copies to optimize ROI.
:30s copies can be used to drive volume and increase share.
Mix of 65% Network and 35% in Local
Network can be optimized for new launches, driving more
volume.
Network can be used to sustain media presence while keeping
cost down.
Local drives higher share growth while Network offers a more
efficient opportunity to maximize ROI.
Day Part
Prime Time and Late Night are the most effective times during
the day
NikeFree Run 2+ 58
62. Digital: Website
It allows viewers to buy Nike sports product online, custom design Nike products, place
orders online, as well as access corporate information.
62NikeFree Run 2+
63. Social Media:
Goal: Build social authority
Supplements traditional marketing practices
Current Management of Social Media for Nike is Poor:
Facebook Page lacking
No dedicated NikeFree page
Poorly managed Twitter account
Outdated twitter feeds on the NikeFree website
63NikeFree Run 2+http://en.wikipedia.org/wiki/Social_media
65. Create “official” NikeFree page
Dozens of unofficial NikeFree pages
No single place to view this growing product
Facebook:
65NikeFree Run 2+
66. Benefits:
Consumers spend more than 6 hours on social
networking sites
Smartphone
Analytics
SEO
Direct Interaction
Embedding
Facebook:
66NikeFree Run 2+
https://www.facebook.com/note.php?note_id=219338781435544
67. Twitter:
NikeFree Run 2+ 67
http://www.pcmag.com/article2/0,2817,2383408,00.asp
http://socialmediatoday.com/dom-bradbury/280032/twitter-business
http://twittnotes.com/
Information exchange
People go on to learn things and share
what they know
Less busy Facebook
Older demographic (could translate to
more disposable income)
Allows for real time interaction
Ideal for smartphone usage
Put message directly in the pocket of the
consumer
68. Strategic Retail
Nike strategically opens up and develops specific types of stores
depending on the location
10 Nike Running store locations
Run clubs that leave from the store
Back your Block
$500 million for new stores between now and 2015
NikeFree Run 2+ 68
http://www.hubmagazine.com/2010/06/the-new-swoosh-2/
http://inside.nike.com/blogs/nikerunning_news-en_US/2010/05/04/newly-opened-
nike-running-store-gives-palo-alto-runners-a-head-start
http://help-us.nike.com/app/answers/detail/a_id/16208/~/where-are-the-nike-running-
stores%3F
69. 69
Sponsorships:
Support person, event, activity financially or through
products/services
Athletes:
• Allyson Felix
• Sanya Richards-Ross
• Matt Tegenkamp
• Lashawn Merritt
Events
• Chicago marathon
Camps and clinics
Cross country, track and field, running coach workshops
Makes its name synonymous with sports success in the eyes of
young consumers
The message they send is always the same: “If you have a
body, you are an athlete”
Sponsorship & Grassroots:
NikeFree Run 2+
http://www.ussportscamps.com/running/
http://phx.corporate-ir.net/phoenix.zhtml?c=100529&p=NewsArticle&id=1128176
http://en.wikipedia.org/wiki/Sponsor_(commercial)
Nike is the largest seller of athletic footwear in the worldMarket Share = ?
NIKE designers learned from legendary Stanford track coach Vin Lananna that barefoot training was being used more commonly to strengthen and reawaken athletes' feet. Coach’s only concern was when athletes would run barefoot off-campus. NIKE introduced the NIKE Free product in 2005 which was the first ‘minimalist’ running shoe.
Segmented Sole Segmented sole allows fluid barefoot like movement.
Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
Cushioning and support for impact absorption and traction. Ultra light weight construction using Phylite material
Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
Dynamic upper Highly breathable light weight mesh. Tongue and Stitch-less design for barefoot comfort. Asymmetrical lacing system reduces pressure points.
Nike+ allows tracking technical run data including pace, distance, time elapsed and calories burned which is transmitted wirelessly to your device for real-time feedback while you train. Nike+ site allows user to create challenges and goals, access to virtual coach, review maps. Nike Running club is ______ members strong, the largest running club in the world.
In households with higher incomes, well over half have purchased a pair of sneakers in the last 12 monthsAcross all income brackets, Nike has been the #1 brand for those making sneaker purchases in the last 12 months
“Purchases of running shoes that are ‘used for running’ continue to show strength as core runners around the globe remain passionate about their lifestyle,” said Marshal Cohen, chief industry analyst, The NPD Group, Inc., “While purchases of ‘running shoes used for leisure’ are being challenged by new product offerings as well as some lingering economic pressures.”Both in the U.S. and Europe, runners are willing to pay a premium; in the U.S., runners spend an average of $14.04 USD more on their footwear than leisure wearers, and in Europe’s Big 5* they pay €9.80 more
Nike is the largest seller of athletic footwear in the worldFueling the growth of our NIKE Brand footwear business was the increased demand in our performance products, including the NIKE Lunar and Free technologies which are used across multiple categories. The increase in NIKE Brand footwear revenue for fiscal 2011 was attributable to a high single-digit percentage increase in unit sales along with a low single-digit percentage increase in the average selling price per pair. The increase in unit sales was primarily driven by double-digit percentage growth in Running, Men’s Training, Action Sports and Women’s Training products, while the increase in average selling price per pair was primarily driven by price increases on selected products and fewer close-outs as a percentage of total sales.