Nike: IMC Advertising Campaign Melissa Chism Chris Benitez Brian Kersey Brittany Roos

IMC

History Nike Inc. is an American multinational corporation that is involved in the design, development, and marketing of footwear, apparel, equipment, accessories, and services Blue Ribbon Sports was founded by Bill Bowerman and Phil Knight in 1964 (later became Nike Inc. in 1978)

History Phil Knight was a track athlete at the University of Oregon and Bill Bowerman was his coach Bill Bowerman and Phil Knight each invested $500 to launch an athletic shoe company http://www.opb.org/programs/oregonexperiencearchive/billbowerman/media/timeline/image9.jpg

History The Nike “Swoosh” was designed by Carolyn Davidson and was first introduced in 1971 In 1976, Nike hired John Brown and Partners as its first advertising agency By 1980, Nike had attained 50% of the market share in the U.S. athletic shoe market

History In 1977 Nike used its first brand ad called “There is no finish line” Wieden+Kennedy became Nike’s primary ad agency in 1980 Co-founder Dan Weiden was the one who coined the famous slogan “Just do it” in 1988. His inspiration came from the last words spoken by Gary Gilmore, “Let’s do it”, before he was executed

Slogan Gary Gilmore, January 17, 1977 http://seventies1970s.com http://www.nytimes.com/2009/08/20/business/media/20adco.html?_r=0

Culture Nike’s wants an open and creative culture that harnesses diversity They also want their culture to inspire ideas and ignite innovation Team composition, manager excellence, and team culture are all critical to Nike’s success Nike has three main priorities

Culture The first priority is to focus on the fundamentals They offer a resource center with various tools and exercises to help teams discover how diversity drives creativity and innovations Nike offers team experiences and exercises to help promote diversity To date, Nike has facilitated more than 200 sessions in 30 countries

Culture The second priority is to empower inclusive cultures In 2009 Nike invited a panel of young employees to share their perspectives and experiences with senior leadership This event inspired more meetings in 20 other locations worldwide

Culture The third priority is to inspire ideas and innovations More ideas lead to better ideas, and better ideas lead to innovation Nike’s focus on culture has been recognized by colleges such as Georgetown University

Marketing Strategy Nike Swoosh Logo Celebrity Endorsements Sponsorships Word-of-Mouth & Buzz Marketing

Distribution Strategy Focus on more interactive, digital marketing elements 2010: $800 million on non-traditional advertising Decreasing reliance on TV and print advertisements Spending ↓40% in past 3 years

Competitors Nike competes in the following: Athletic apparel/footwear industries Sports equipment manufacturing industry Main direct competitors include: Adidas UnderArmour Reebok Puma

4 P’s: Product Wide range of sports equipment First product: Track Running Shoes Currently also make shoes, jerseys, shorts, base layers etc. Nike recently teamed up with Apple, Inc. to produce Nike+

4 P’s: Price Nike uses a vertical integration in pricing wherein they own participants at differing channel levels or engage in more than one channel level operations. Attempt to control costs and influencing pricing practices The pricing is based on the basis of premium segment as target customers.

4 P’s: Placement Carried by multi-brand stores and the exclusive Nike stores across the globe. Sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around the world. Internationally, Nike sells its products through independent distributors, licensees, and subsidiaries.

4 P’s: Promotion Athletes: Ronaldino, Renaldo, and Roberto Carlos (soccer) Lebron James, and Jermane O'Neal (basketball) Tiger Woods (Golf)

4 P’s: Promotion Sponsoring for Events Websites Hoop it up The Golden West Invitational

Social Media Numerous different account types: Sport City Product Nike Co. Social Media Campaigns http://nike.com

Social Media http://instagram.com/#

Social Media http://twitter.com

Celebrity Endorsements

Celebrity Endorsements http://24.media.tumblr.com/tumblr_m7hd6h5jJd1qgk4rzo1_500.jpg

TV Commercials? Nike has the ability to reach their target markets without relying heavily on commercial advertisements due to their use of celebrity endorsements. http://sinbapointforward.files.wordpress.com/2013/01/lebron-james-past-present-dunk.jpg

Ads: Then & Now 2010 2013 http://www.youtube.com/watch?v=5NTRvlrP2NU

Internet Buzz Cleverly develops controversial ads Generate media frenzy via word of mouth “Free” advertising

Future Campaigns & Promotions Nike will continue to use celebrity endorsements Nike will try to market to new sports With the growth of social media, Nike will continue to advertise its products on Facebook and Twitter