Nike's Imc Plan

Only available on StudyMode
  • Topic: Marketing, Nike, Inc., LeBron James
  • Pages : 19 (5035 words )
  • Download(s) : 203
  • Published : July 8, 2011
Open Document
Text Preview
1

NIKE

64th Intake/ DSM 402 / Group assignment for Marketing Communication

We declare that this report is 3991 words in length Cordially consolidated by: Leader: Michelle Zheng Pei Yi (S8822344Z)

Members: Noorjanah Khatoon Bte Mohd Khan Sarattee (S7930425E) Eugene Nah (S7925122D)

Nike

Huang PeiLing (S8827406G)

1|Page

2

NIKE
Content Page 1.1 Nature of Business……………………………………………………………………... Page 3 1.2 Nike Origin and Background…………………………………………………………... Page 3 1.3 Nike Popularity………………………………………………………………………… Page 4 1.4 Key Milestone I…………………………………………………………………………Page 5 1.4 Key Milestone II...……………………………………………………………………... Page 6 1.4 Key Milestone III……………………………………………………………………… Page 7 2.0 Competitor Analysis…………………………………………………………………… Page 8 2.0 Competitor Analysis II ………………………………………………………………... Page 9 2.1 Competitor Market Analysis …………………………………………………………... Page 10 3.0 Consumer Analysis…………………………………………………………………….. Page 11 3.1 Consumer Analysis – Characteristic of Generation Y ………………………………… Page 12 4.0 Product Background…………………………………………………………………….Page 13 4.1 Market Challenges…………….……………………………………………………….. Page 14 5.0 Campaign Objectives………….……………………………………………………….. Page 15 5.1 Campaign Selling Idea………...……………………………………………………….. Page 16 6.0 IMC Tools I……………………………………………………………………..............Page 17 7.0 IMC Tools II…………………………………………………………………………… Page 18 7.0 IMC Tools III…………………………………………………………………………... Page 19 7.0 IMC Tools IV ………………………………………………………………………….. Page 20 8.0 Evaluation Methods…………………………………...……………………………….. Page 20 References……..…………………………………………………………………………… Page 21

2|Page

Nike

3

NIKE

1.1 Nature of Business Nike Inc. principal business activity is the design, development, worldwide marketing and distributor of high quality footwear, apparel, equipment, and accessory products for a wide variety of sports and fitness activities. Nike is the largest seller of athletic footwear and athletic apparel in the world acclaimed. Nike sells their product to retail accounts through Nike-owned retail including stores and internet sales, and through a mix of independent distributors and licensees, in over 170 countries around the world. Nike products are manufactured by independent contract manufacturers and most of Nike products are manufactured outside of the United States. (1) 1.2 Nike’s Origin and Background Nike co-founder Phil Knight & Bill Bowerman a legendary track coach started as an importer of Japanese shoes. Blue Ribbon Sports (BRS) was the company created in 1964 to provide athletes with better shoes. It wasn’t until 1971 that BRS introduced the concept of the Greek winged Goddess of victory, Nike. In 1978, BRS officially changes its name to Nike Inc. Nike has established a strong Brand Asset Value (BAV) with several wholly-owned subsidiaries including Cole Haan, Converse Inc., Hurley International LLC, NIKE Golf, and Umbro Ltd.Nike headquarter is located near Beaverton, Oregon, a suburb of Portland, Nike Towns, the first store, opens 1990. Today Nike operates in more than 160 countries around the globe. Through suppliers, shippers, retailers and other service providers. Nike is constantly involved in the design, development, and marketing. The company has relied on consistent innovation in the design of its products and heavy promotion to fuel its growth in both U.S. and foreign markets.

3|Page

Nike

4

NIKE
1.3 Nike’s Popularity

NIKE, Inc. President and CEO Mark Parker said “We have powerful competitive advantages in our portfolio – innovative and compelling products, brands that are distinct and relevant to their consumers, and the world’s greatest athletes and teams. Our focus is to build, fuel and accelerate the power of our portfolio.”(2)

The Nike brand generated $16.7 billion in revenue for the fiscal year 2009, another record performance, as footwear sales topped $10 billion and apparel sales topped $5 billion. Sales for the Jordan Brand exceeded $1 billion. (3)...
tracking img