Nike+ Fuel Band SE
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The document presents a marketing campaign for the Nike+ FuelBand SE. It begins with an overview of Nike as a brand and a review of the Nike+ FuelBand SE product. It then discusses the target market as active adults ages 20-45, and sets an objective of increasing market share by 10% within 6 months. The key message is "Connect With Nature & Stay Motivated". The campaign will include billboards, magazines, newspapers, mobile, TV, and online video from 2015-2016 with a positive appeal. The total budget allocated is $2 million Canadian dollars.
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Nike+ Fuel Band SE
- 1. Nike+ FuelBand SEPresentation By: Chandra Vijay, Darshan Shah, Gaurav Vasani, Jeff Dagg, Krishan Kamal & Varun Thakur
- 2. PRESENTATION ROADMAP BrandReview01 KeyIssues02 TargetMarket03 Objective04 KeyMessage05 TheBigIdea06 Campaign07 Budget08 Questions09 Nike & Nike+ FuelBand SE Product: Nike+ FuelBand SE Product: Nike+ FuelBand SE Nike+ FuelBand SE Campaign Nike+ FuelBand SE Campaign Nike+ FuelBand SE Campaign Nike+ FuelBand SE Campaign Nike+ FuelBand SE Campaign Thank You
- 3. Brand Review Nike & Nike+ FuelBand SE
- 4. Nike They sell their products through company owned retail stores, independent distributors and web store. It is amongst the most recognized brands with swoosh logo and brand positioning as leader with “Just Do It”. NIKE is one of world’s largest company engaged in the design, development, marketing and selling of athletic footwear, apparel, equipment, and accessories.
- 5. Nike+ FuelBand SE Nike+ FuelBand SE is constantly connected with the iPhone or Android based smartphone using Bluetooth 4.0 technology and Nike+ app enabling real-time track, feedback, reminders and insights that motivates user towards achieving fitness goals in terms of Nike Fuel. Nike+ FuelBand SE is a device that tracks basic life activities with Nike Fuel, which is Nike’s universal quantifying method for all kind of activities such as workouts, footsteps, jumps, climbing stairs and other body movements.
- 6. Key Issues Product: Nike+ FuelBand SE
- 7. Key Issues 1 2 3 tracking weight lifting poor battery life poor water resistance Fitbits Others Nike FuelBand Jawbone Fitness Bands Nike has loyal customers but Nike+ FuelBand (initial version) being innovative, has failed to leverage that brand loyalty. Consumer Behavior + Technical Issues
- 8. Target Market Product: Nike+ FuelBand SE
- 9. Target Market Age: 20-45 M/F: 50/50 Appeal: Urban Income: $30,000+ Demographics who are concerned about their image in the society tech savvy people who want to live active and healthy Psychographic cities and urban areas where people are interacting with technology daily consider the brand as lifestyle Geography looking forward to new innovative fitness solution willing to spend more than $100 on their fitness solutions Behavior Nike+ FuelBand SE is an innovative product that will elevate Nike’s established brand value and perception in minds of consumers through groundbreaking features offered by product.
- 10. Objective Nike+ FuelBand SE Campaign
- 11. Promotional Objective IMC program is targeted to achieve 10% increase in market share in 6 months period and help Nike in extending its product portfolio while improving footprints into wearable market.
- 12. Market share by 10% Measurable Increase in market share Specific Consistent with NIKE’s objectives Relevant Considering Nike’s existing brand image, 10% is acceptable Achievable 6 months period Time-Bound
- 13. Key Message Nike+ FuelBand SE Campaign
- 14. Connect With Nature & Stay Motivated
- 15. The Big Idea Nike+ FuelBand SE Campaign
- 16. Billboards
- 17. Magazines
- 18. Newspapers
- 19. Mobile
- 20. TV/Online Video
- 22. The Campaign Nike+ FuelBand SE Campaign
- 23. 2015 THE CAMPAIGN WILL START IN
- 24. Campaign Specifics Digital Media YouTube, Vimeo, etc. Facebook, Tumblr, Instagram, etc. TV Commercial morning news breakfast shows tech shows reality shows like “The Biggest Loser” Experiential Marketing device will be given to selected candidates in gyms for free and in return Nike can use their data for ads. Mass Marketing billboards public transits, street cars, bus stops, taxis, and subways Print Media fashion, sports, health, technology and weekly magazines & newsletters daily newspapers Events & Sponsorships Canada winter games are to be held from February 13th to March 1st, 2015 thousands of visitors with 2400 athletes, 100 coaches and officials 1 2 3 4 5 6 The campaign will be focused on making positive appeal. Key message will be centered on doing things in new and active way while connecting with nature and using gadgets.
- 25. Budget Nike+ FuelBand SE Campaign
- 26. Budget
- 27. Thank You Questions??? We hope you liked our campaign…
Editor's Notes
- Discuss how that target currently feels/interacts with your brand (are they new? Loyal? Disillusioned? Frequent/infrequent users? etc. ), and what you are trying to change;
- Relevant: Consistent with NIKE’s objectives: Campaign will help Nike in extending its product portfolio while improving footprints into wearable market.
- Explain psychology of exercising outside instead of gym. Importance of motivation in daily exercise routine. How will you support the key message? TV Ad. & Nike+ App. Features --- Nike+ app features social integration to connect with friends so that they can make each other competitive. It also allows them to create and join group; achieve goal as a group by sharing progress, cheering each other and enabling them to compete for top position on leaderboard. --- What is the appeal technique, tone and manner that you will use to convey this message? Positive Appeal, Shotgun Technique
- Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining people’s health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.
- Persuade people to walk to office if they are living at closer location.
- Primarily on health and technology magazines.
- Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining people’s health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.
- Canada winter games are to be held in the city of Prince George, British Columbia from February 13th to March 1st, 2015. 2400 athletes, 100 coaches and officials are expected to participate and the event would be attended by hundreds of media and thousands of visitors. Talk about the media habits of your target as rationale for how and where you’re going to “put” your message;
- Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining people’s health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.