Target audience
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This document discusses targeting a new product advertisement toward the middle class aged 18-42 living in more economically developed countries. This demographic has disposable income and participates in exercise, making them likely to purchase sportswear. There is also a growing trend of wearing athletic shoes for casual use rather than just for sports. A questionnaire is then provided to gather information about people's trainer purchasing habits, favorite brands, how they use them, and what inspires them to buy athletic products.
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Nike
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The document discusses the key elements of the Nike brand including its name derived from the Greek goddess of victory, its iconic swoosh logo, use of famous athletes in advertising, and focus on the "Just Do It" slogan. It provides details on Nike's revenues, operations in India, and strategies for global growth including new store openings and investments in retail. However, it also notes Nike is closing some Indian stores as products are expensive for local customers.
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The production schedule outlines the tasks needed to create an advertising project, including pre-production activities like organizing roles, research, and developing an idea, as well as production tasks such as location scouting, filming, and editing. Various group members are assigned responsibilities like product research, market research, and storyboarding. The schedule lists deadlines of February 17th for completing pre-production and having the final edited advert ready.
Budget research
The document outlines the budget and costs totaling £4491 for producing a television advertisement. It lists the individual line item costs for the script and rights, producer, director, cast, travel, food, camera, lighting, sound, location, office expenses, petty cash, film stock, editing, insurance, post production, marketing, and clearcast approval. Sources are provided for most of the cost estimates.
Propsed advert
Nike was founded in 1964 and officially became Nike Inc. in 1971. It started as a distributor for a Japanese shoemaker and was founded by Bill Bowerman and Phil Knight. By 1980, Nike had attained 50% of the US athletic shoe market. Today, Nike sells trainers, sportswear, equipment, and accessories. It also offers fitness apps. Nike's main competitors include Adidas, Reebok, Puma, and New Balance. The proposed advert would showcase an athlete performing better in Nike trainers compared to ordinary trainers to demonstrate Nike's ability to improve performance.
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This document provides location details for filming at a sportshall indoor facility. The location contact is Mr. Thomas at the Abraham Darby Academy in Madeley, Shropshire. Filming will require permission due to potential lessons occurring during the scheduled time. Various shots of an actor demonstrating different sports like football and basketball are planned to showcase sports trainer performance. Electricity and lighting are available, though lessons could be occurring in the sports hall. Safety issues include getting hit by balls, falling while running, and moving heavy equipment. The public does not have access if filming occurs during school hours.
Advert comparison
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Advert restrictions
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This document outlines various advertising types and techniques, including:
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2) Product image ads that create memorable brand associations with certain lifestyles or values.
3) Personalized ads that connect with audiences by relating to their desires.
4) Lifestyle ads that sell an image or identity rather than just the product to associate the brand with a lifestyle.
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This document outlines the key pre-production elements for a film or advertising project, including a proposal, screenplay, storyboard, production schedule, location recce, and production budget. The proposal involves putting forward ideas to be considered, the screenplay includes dialogue and scene directions, and the storyboard shows drawings and text representing shots. The production schedule plans how the budget will be spent over time, and the location recce determines a location's suitability. The production budget tracks total costs to ensure the project stays within budget.
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This document outlines the key components of a production proposal, including a treatment, budget, format/script, and schedule. It discusses including details about the cast and crew, locations, content, and budget breakdown. The purpose is to get permission to shoot and plan a production by presenting essential story, technical, and financial details in a clear proposal.
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Nike is a leading athletic footwear and apparel company founded in 1964. It targets customers aged 15-50 interested in active lifestyles and sports. Nike faces competition from Adidas, Puma, and others but maintains a 27% market share due to innovative products. While Nike leads the US market, it faces challenges expanding in India where Reebok has greater brand recognition. To grow, Nike segments customers and positions itself as an inspirational brand through the "Just Do It" slogan. It uses athletes to promote products sold via stores, websites, and partnerships at premium prices emphasizing quality and status.
Proposed advert
Nike was founded in 1964 and officially became Nike Inc. in 1971. It started as a distributor for a Japanese shoemaker and was founded by Bill Bowerman and Phil Knight. By 1980, Nike had attained 50% of the US athletic shoe market. Today, Nike sells trainers, sportswear, equipment, and accessories. It also offers fitness apps. Nike's competitors include Adidas, Reebok, Puma, and New Balance. The proposed advert would showcase an athlete performing better in Nike trainers compared to ordinary trainers to demonstrate Nike's ability to improve performance.
Presentation
Nike was founded in 1964 and officially became Nike Inc. in 1971. It started as a distributor for a Japanese shoemaker and was founded by Bill Bowerman and Phil Knight. By 1980, Nike had attained 50% of the US athletic shoe market. Today, Nike sells trainers, sportswear, equipment, and accessories. It also offers fitness apps. Nike aims advertisements at people aged 18-42 from middle-class backgrounds in developed countries. Recent ads promote products through athletes and showcase improvements in performance when using Nike trains.
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Adidas is seeking to regain market share that has been lost to competitor Nike. Their marketing campaign will aim to shift perception of Adidas as an innovator in athletic streetwear. The campaign will involve a social media contest where users can design a custom shoe from a non-athlete celebrity ambassador. Winning designs will be produced and sold. This aims to build brand loyalty and appeal to younger demographics that are active on social media. Television will advertise the contest while social media will host the interactive design platform. The goal is to position Adidas as the new leader in lifestyle athletic apparel.
Presentation on Marketing plan
Nike is one of the largest athletic shoe and apparel companies in the world that began in 1962. It focuses on designing high-quality running shoes and has established a large customer base globally through its products and marketing. Nike offers a wide range of footwear and apparel for multiple sports as well as everyday use. It utilizes a multifaceted marketing approach including product design, competitive pricing, widespread distribution channels, and high-profile promotional activities to remain successful.
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MiAdidas is Adidas' customization platform that allows customers to design their own shoes, clothing and accessories according to their personal tastes. This innovative product appeals to both high-end consumers as well as everyday customers. MiAdidas provides various tools on their website to support customers' design needs including a design application called "The Power Configurator" and tutorial videos. MiAdidas also promotes social media sharing to amplify information and creates a platform for customers to rate their customized products. The customization option influences customers' buying behavior based on demographic, situational, motivational, personality, reference groups, and cultural factors.
Adidas Case Study
This document provides information about Adidas, a leading sportswear company. It discusses Adidas' founders, headquarters, vision, mission, history, market segmentation strategies, target markets, marketing positioning, differentiation, distribution channels, advertising, sales promotions, and SWOT analysis. Adidas serves customers worldwide and has annual sales of over 15 billion Euro. Its vision is to bring inspiration and innovation to every athlete through high-quality, technologically advanced products. It focuses on performance, style, and being socially responsible.
Nike
The document provides information about Nike, including its vision, mission, overview, product categories, brands, and latest innovative products. It discusses Nike's group members for a project, lists its top 10 brand ambassadors such as Michael Jordan and LeBron James. It also includes analyses of Nike's competitive advantage, marketing strategy, Porter's 5 forces model, countries it operates in, and SWOT analysis.
Odyssia Footwear
This document provides an overview of a demand generation campaign being proposed for Odyssia, a leading footwear brand in Kerala. While Odyssia is known for its popular school uniform shoe line "Odyssia Classmate", the brand wants to expand its perception beyond children's shoes and establish itself more broadly as a fashion brand. The proposed campaign would reposition Odyssia and introduce a new product line targeting adults through digital and traditional marketing strategies over multiple phases. Key recommendations include updating Odyssia's online presence and social media, running promotional campaigns, and exploring new sales channels.
Adidas for All-Star Phoneix
The document outlines Adidas' campaign strategy for the NBA All-Star Week. The objectives are to present Adidas as essential to basketball success, communicate that fans' dreams are attainable, gain publicity for Adidas athletes, and increase sales. The primary audience is basketball fans aged 14-24. Tactics include giving out athlete packages, designing custom jerseys and sneakers, producing a reality show, and holding contests. Events aim to excite fans about basketball and the brand while improving its image through community initiatives. The campaign will be evaluated based on attendance, viewership, sales, and media exposure generated during All-Star Week.
Rendez vous presentation nov 10th 2010 v2
This document discusses developing brands through strategic brand language, mission statements, visual design, understanding target consumers, and product/market positioning. It provides Nike as an example of connecting strategy, creativity, and the consumer experience to build an emotional brand. The document emphasizes designing for the total consumer experience, conducting research, developing brand narratives, and managing brand differences over time.
iRUN.pptx 2
The document outlines plans for designing the interior of a new running shoe store called iRUN. It includes details about the store's target customers, brands carried, and floor plan layout. The designer's action plan is to research consumer psychology topics like market segmentation, sensory marketing, and how internal and external factors influence customers. The goal is to create an interior that motivates people to purchase running products through strategic placement of items, lighting, music and video displays throughout the store.
Brand Wars: Nike vs. Under Armour
Nike and Under Armour were pitted against each other in a brand comparison to determine which brand consumers prefer and why. While both are seen as expensive, popular sports brands initially, deeper analysis revealed differences. Consumers see Nike as for everyone due to its diverse, inspiring ads and association with comfortable sneakers. Under Armour is seen as for intense athletes due to its technical, performance-focused clothing. Ultimately, more consumers relate to Nike's broad appeal and see themselves wearing the brand, so it emerges as the winner though Under Armour shows potential as an athletic brand.
Jordan
This document discusses conducting primary research on the Jordan brand. The researcher will create a questionnaire to ask sporty and non-sporty friends questions about Jordan products. The questions will ask about Jordan product ownership, pricing, brand preference, style, and whether non-sporty people would wear Jordan products. The purpose is to see if Jordan's popularity leads to people wearing their clothing even if not playing sports.
10 step marketing for nike
Nike's primary target market is active teens and young adults who enjoy high-quality sporting goods. Nike positions itself as the premier brand through sponsoring famous athletes and running prominent advertising campaigns. It dominates the $278 billion global sports apparel market with a 33% market share, distributing its premium-priced footwear and apparel worldwide through various retail channels.
The difference between new balance and nike
New Balance targets serious athletes by focusing on consistent performance and quality rather than celebrity endorsements or flashy marketing like its competitors Nike. It positions itself as an authentic brand for runners seeking the best affordable shoe. In contrast, Nike relies heavily on celebrity endorsements, commercials, and sponsoring sports teams to promote its products and brand image. Both companies target athletes and sports teams as their main consumers since they are more likely to purchase shoes designed for their sport. However, Nike invests much more in these marketing strategies compared to New Balance.
Decathlon
Decathlon is a French specialty retail store that sells sporting goods. With over 1,500 stores in 49 countries, it is the largest sporting goods retailer in the world. Decathlon sells its own brand of sports equipment and apparel at affordable price points. In India, Decathlon focuses on selling locally manufactured goods and has over 70 stores across the country.
Nike ppt
Nike began as a company focused on designing comfortable running shoes for athletes when most other shoe companies only designed shoes for everyday wear. It positioned itself as the most valuable sports brand known for premium quality, innovative design, and being technically advanced. Nike grew significantly using the strategy of appealing to people's desire to live healthily and view themselves as athletes. It aimed to satisfy customers' needs for comfort, quality, and status through high-performance products. Nike has faced challenges marketing in Asia but addressed this by promoting running as a social activity and launching new campaigns.
Nike Running Facebook Analysis + Recommendations
Social Media Marketing Analysis of Nike Running Facebook Page - Country: France.
Recommendations included for better performance.
Evaluation period: last 100 posts on 26/02/14
Creators/twitter: @mrhfmn + @NathalieHarabi + @Stephan_Denis + Emmeline + JC
Teacher/Advisor: Tiziano Tassi - Twitter: @TizianoTassi
School: Kedge BS - Twitter: @KedgeBS
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Editing
The editor removed unnecessary footage, trimmed clips to only include relevant scenes, and reordered the clips to improve the logical flow and appeal of the advert. Additional footage was added and the Nike logo was included to professionalize the look and clarify the brand being advertised.
Evaluation
The student evaluated their group's Nike trainer advertisement project. They aimed to show that the trainers improve lifestyle and performance through exercise. Their advert fit the lifestyle and realistic categories well. Some strengths included detailed paperwork, meeting deadlines and budgets, and effectively promoting the product. Weaknesses included some disorganization, rushed filming limiting footage, and limited editing experience. Overall the project was successful in meeting goals and criteria, though filming and editing could be improved upon for future projects.
Music clearance letter
Gurvinder is requesting permission from Universal Music Group to use Kanye West's song "Power" in a non-profit advertisement he is creating for his BTEC Media Production course. The advertisement will showcase how Nike trainers give people power during sports activities. Gurvinder provides his contact email and hopes to hear back from Universal Music Group granting permission to use the song.
Location clearance letter
A student is requesting permission to film a non-profit advertisement for Nike trainers in Abraham Darby Sports Hall for their BTEC Media Production course. The advertisement will promote how Nike trainers improve sports performance and is targeted towards 16-24 year olds. Filming at the sports hall location would allow them to base the advert around sports.
Script
The document outlines camera shots for filming a person, Ben, engaging in various sports activities. Scenes include medium shots of a football goal, basketball hoop, and running track. Additional close up shots show Ben sitting down, putting on trainers, and tying his laces before cutaways to panoramic and medium shots of him playing football, basketball, and running.
Production schedule
The production schedule outlines the various stages of a group project to create an advertisement, including pre-production tasks like organizing roles and research, developing ideas, casting, location scouting, and permissions. It assigns individuals to tasks such as product and market research, creating a presentation and questionnaire, budgeting, and writing the script. The schedule also lists deadlines for each stage through completion of filming, editing, and post-production evaluation by mid-May.
Character profile
Benjamin Osei is an 18-year-old male with high interests in football and basketball. He has high interest in the product due to his involvement in multiple sports like basketball and football.
Pre production
This document outlines the key pre-production elements for a film or advertising project, including a proposal, screenplay, storyboard, production schedule, location recce, and production budget. It explains that the proposal is for developing initial ideas, the screenplay outlines the script and shots, the storyboard visually represents each scene, the schedule plans the budget timeline, the location recce determines suitability and issues of each site, and the budget tracks total costs and keeps the production within financial limits.
Target audience
This document discusses targeting a new product advertisement toward the middle class aged 18-42 living in more economically developed countries. This demographic has disposable income and participates in exercise, making them likely to purchase sportswear. There is also a growing trend of wearing athletic shoes for casual use rather than just for sports. A questionnaire is then provided to gather information about people's trainer purchasing habits, favorite brands, how they use them, and what inspires them to buy athletic products.
Market research
Research techniques involve gathering information from audiences through primary methods like interviews and surveys to understand attitudes and preferences. It also includes collecting market data on consumer needs and analyzing information for production of media products. Researchers can use primary research by directly interacting with sources, or secondary research by accessing existing data from other sources like the internet, books, or census records. Quantitative research relies on numerical data that is easily analyzed, while qualitative data involves opinions that are more difficult to directly compare.
Advertising types and techniques
This document outlines various advertising types and techniques, including:
1) Product information ads that provide facts and figures to show a product is reliable.
2) Product image ads that aim to associate a product with desirable lifestyles or values.
3) Personalized ads that relate to audiences' desires to make them feel connected to a product.
4) Lifestyle ads that sell an image or identity rather than just the product.
Advert comparison
Both ads use football to advertise their products since it is the most viewed sport. The Nike "Switch" ad portrays that wearing their boots can give viewers Cristiano Ronaldo's abilities and lifestyle, showing his success compared to a fan's life. It uses celebrity endorsement and exaggeration. The Pepsi "Drone Football" ad shows a futuristic street game made exciting with their product. It aims to make simple things more fun and uses memorable visuals. Both aim to stand out from competitors by creating unique experiences but were regulated for content.
Advert restrictions
Ofcom and the ASA regulate advertising and media content in the UK. Ofcom ensures appropriate electronic communications and protects viewers from harmful content. The ASA covers most forms of advertising, including TV, radio, internet, mail and more. Both organizations handle complaints about potential issues and can ban ads or fine companies.
Two case studies are described regarding car and college advertisements. In the first case, an Audi ad was alleged to condone dangerous driving but was found to simply showcase the car's design. In the second case, a college ad claiming a two-year degree was misleading as it omitted details; the ad was banned for not fully specifying the program.
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Target audience
- 1. Target audience Demographic Class- Middle class Age- 18-42 Location- MEDC’s Race- All Gender- All Religion- Most Classifications C2- Admin staff, some skilled trades D1- skilled strades, plumbers, electricians D2- Unskilled trades, laborers, drivers This area of the market is suitable for our product because the audience will be in a sustained job with some disposable income. Also a lot of people within this class are occasionally doing exercise therefore they will need the product we are advertising. Also due to the growing concern of maintaining good health by keeping fit and doing exercise people are more inclined to purchase sports wear. Furthermore Nike trainers are now set as a trend where people wear them for normal leisure activities apposed to only sports activities. Questionnaire 1. What is your age group? 2. Do you wear trainers? 3. How much are you willing to pay for a pair of trainer? 4. What is you favorite brand of trainers? 5. What activities do uses your trainers for? 6. Do you buy trainers for fashion purposes or training? 7. What brand of trainers do you buy? 8. Where do you buy your trainers? 9. What is your gender? 10. What is your occupation?
- 2. 11. What would you like to see in a Nike advert? 12. Do famous athletes inspire you to do sports? 13. Have you ever owed Nike shoes? If you did you feel confortable in them? 14. Where are most likely to see an advert? 15. How many pairs of shoes do you buy a year? 16. How many trainers do you own? 17. What is your favorite type of shoes? 18. Does music with an advert influence you purchasing habits? 19. Would you buy any other Nike products? 20. Would you buy a pair of trainers that was created by a famous athlete. R5