IMC
Nike:
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 nontraditional 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:
•
•
•
•
•
http://nike.com
Sport
City
Product
Nike Co.
Social Media Campaigns
Social Media
http://instagram.com/#
Social Media
http://twitter.com
Celebrity Endorsements
Celebrity Endorsements
http://24.media.tumblr.com/tumblr_m7hd6h5jJd1qg
k4rzo1_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-jamespast-present-dunk.jpg
Ads: Then & Now
2010
http://www.youtube.com/watch?v=5NTRvlr
P2NU
2013
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