1. Kao ChienWang
MehmetKorayDeniz
Aziz Khodjaev
AndhinaDian Adhyanti
Megawati
USA SOCCER JERSEY BY NIKE

2. SITUATION ANALYSIS
SWOT Analysis of Nike Jersey:
Strength:
-Nike has a strong brand image, and it is also well-known in the
world.
-Nike has created a strong brand loyalty.
-Nike is innovative.
-Nike has many famous athletes and celebrities to testimonial for
it.
Weakness:
-Nike seems to be too greedy of their profit; they sell some basic
products in an extremely high price.
-Nike doesn’t innovate much in jersey design, but the price keeps
growing up.
Opportunities:
-Nike can use their well-known name to keep exploring new
markets.
-Keep working on new innovative products.
Threats:
-Nike jersey is not as profitable as its footwear.
-Nike has strong competitor like Adidas.
-Nike has stores worldwide, so it needs to deal with currency
boundaries.

3. SITUATION ANALYSIS
Nation Odds* Sponsor
Brazil 4:1 Nike
Argentina 6:1 Adidas
Germany 6:1 Adidas
Spain 7:1 Adidas
Belgium 15:1 Burrda
Colombia 20:1 Adidas
Netherlands 22:1 Nike
France 22:1 Nike
Italy 25:1 Puma
England 30:1 Nike

4. TARGET AUDIENCE
Soccer Fans (Any Nation)
US Citizens
US Soccer Fans (MLS)

5. DEMOGRAPHICS

6. GENERATION
Generation X
- Useful/Functional
- Prestige
- Pragmatic
-Reflect the Value
Generation Y
- Exposed by Brands/Advertising
- Influenced by Others
- Honesty

7. PSYCHOGRAPHICS
● Soccer Fan
○ Favourite team
○ Fan gear/attire
○ Regular follower
● Casual Sports Follower
o Aware of the major sports news
o Likes joining social sports events
o Enjoys playing sports
● Recent Fan
o Interested due to the rising popularity of sport

8. VALs
For Nike Jersey:
•Consumers are usually motivated by ideals.
•Consumers driven by a desire for social or physical activities, variety, and risk taking
are motivated primarily by self-expression.

9. GEOGRAPHY
● Climate
● Area
● Population
● MLS

10. MEDIA OBJECTIVES
•Using three different medium; magazines, outdoor ( Billboard), and transit
advertising (bus exterior) to reach target market
•Attract target market attention on a game day all throughout the
tournament; World Cup and MLS cup
•Put the advertising on sports magazine and men’s magazine to reach specific
target market
•Generate more awareness by putting billboard near football stadiums and
café area where people usually get together to watch sports games.
•Spread the advertising by using bus exterior

11. MEDIA FLOW CHART

12. BUDGET

13. CREATIVE OBJECTIVES
* Create awareness of the product of Nike Jersey 2014
* New technology of USA jersey with cooling technology
* Support USA soccer team by using USA soccer jersey
Theme: PERSISTENCE (positive attitude, related to the event)
- Get The Things Done
- Finish The Line
- Pays Off

14. CREATIVE PRESENTATION (BILLBOARD)

15. CREATIVE PRESENTATION (BILLBOARD)

16. CREATIVE PRESENTATION (BILLBOARD)

17. CREATIVE PRESENTATION
(SPORTS & MEN’S
MAGAZINE)

18. CREATIVE PRESENTATION
(SPORTS & MEN’S
MAGAZINE)
ESPN, Esquire, Sports Illustrated, Men’s Journal

19. CREATIVE PRESENTATION (METRO BUS EXTERIOR)

20. CREATIVE PRESENTATION (METRO BUS EXTERIOR)

21. CREATIVE PRESENTATION (METRO BUS EXTERIOR)

22. CREATIVE PRESENTATION (METRO BUS EXTERIOR)

23. POSTTESTS
INCREASE THE SALES
PRODUCT OF NIKE JERSEY 2014
When people know the product (brand awareness), it will automatically increase the
sales of the product Nike Jersey 2014.

24. THANK YOU