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.
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.
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
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.
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
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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.
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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.