2. Mission
“To bring inspiration and innovation to every athlete* in
the world.”
*If you have a body, you are an athlete.
US$68B Market Capitalization
January 25, 1964 Founded
Phil Knight Founders
Bill Bowerman
Key Market US
Notable Campaigns
“Make It Count”
“Find Your Greatness”
Brand Endorsers LeBron James
Maria Sharapova
Cristiano Ronaldo
4. •
•
•
•
•
Strengths
Weaknesses
•
Older and younger consumers perceive brand differently
Opportunities
Threats
Robust market position
Strong brand equity
Strong product innovation
Extensive distribution network
Strong marketing communication
•
•
•
Move into wearable technology
Endorsement Scandals
Pressure for better corporate citizenship
5. From hero-selling to storytelling
NIKE’S
From traditional to digital marketing
MARKETING
REVOLUTION
From product innovation to customer centric ecosystems
7. Stage 4: Financial & Strategic Integration
Use of data to drive strategic planning such as product offerings
Stage 3: Application of IT
Collection of behavioral data and customer preference data
Stage 2: Redefining scope of marketing communication
Matrix organizational structure
Code of Conduct for all business partners
Stage 1: Tactical Coordination
Brand level: Brand
elements are consistent
Campaign level: Integration
across all brand contact points
Between campaigns: No
campaign is at odds with another
8. #8
Guiding Principle
Y/N
Justification
#1 Become a customer-centric organization
✓
Customization of shoes in NikeiD store
#2 Use outside-in planning
✓
Consumer data drives corporate strategy e.g. Nike+
#3 Focus on the Total Customer Experience
✓
Integration is achieved across all brand contact points and stakeholders in the value chain
#4 Align consumer goals with corporate objectives
✓
Focus on digital to pursue younger consumers
#5 Set customer behavior objectives
✓
Target segments and goals are established for each campaign
#6 Treat customers as assets
✓
US$2.7B marketing budget; 15% of revenues spent on endorsements
#7 Streamline the functional activities
✘
Divided into Sports Marketing, Events Marketing, Branding etc.
#8 Converge marcom activities
✘
Digital marketing department is separated from traditional marketing
*Tie compensation to IMC goals
✘
No evidence
9. Guiding Principle
Y/N
#8
Justification
#1 Become a customer-centric organization
✓
Customization of shoes in NikeiD store
#2 Use outside-in planning
✓
Consumer data drives corporate strategy e.g. Nike+
#3 Focus on the Total Customer Experience
✓
Integration is achieved across all brand contact points and stakeholders in the value chain
#4 Align consumer goals with corporate objectives
✓
Focus on digital to pursue younger consumers
#5 Set customer behavior objectives
✓
Target segments and goals are established for each campaign
#6 Treat customers as assets
Guiding Principle
✓
Y/N US$2.7B marketing budget; 15 of revenues spent on endorsements
Justification
#1 Streamline the functional activities
#7 Become a customer-centric organization
✓
✘
Customization of shoes in NikeiD store
Divided into Sports Marketing, Events Marketing, Branding etc.
#2 Use outside-in planning
#8 Converge marcom activities
✓
✘
Consumer data drives corporate strategy from traditional marketing
Digital marketing department is separatede.g. Nike+
#3 compensation to Customer
*TieFocus on the Total IMC goals Experience
✓
✘
Integration
No evidenceis achieved across all brand contact points and stakeholders in the value chain
#4 Align consumer goals with corporate objectives
✓
Focus on digital to pursue younger consumers
#5 Set customer behavior objectives
✓
Target segments and goals are established for each campaign
#6 Treat customers as assets
✓
US$2.7B marketing budget; 15 of revenues spent on endorsements
#7 Streamline the functional activities
✘
Divided into Sports Marketing, Events Marketing, Branding etc.
#8 Converge marcom activities
✘
Digital marketing department is separated from traditional marketing
*Tie compensation to IMC goals
✘
No evidence
10. Out-of-Home Advertising
Social Media
Print & TV Advertising
Supply Chain
Management
Endorsements
CSR
Word-of-Mouth
The
Products
Experience
Corporate Culture
Events
Point-of-Sale
Compensation/Incentive Policies
Media Relations
Employee Communications
Mobile
Web
17. Most shared
campaign on the
planet in 2010
CAMPAIGN
HIGHLIGHTS
Twice as much brand
buzz as official
sponsor Adidas at
the World Cup
Global sales
growth of 7%
following the
campaign
37. Meaningful Brands Study
Financial Value
Connect human well-being with brands
Meaningful brands beat stock market by 120%
Nike ranks 7th on the list