Brazil: A Case Study
of the Nike Brand
Alyssa Poorman
Zaharna/ International
Public Relations- April 2010
Introduction to Nike
• Founded in 1964 as Blue Ribbon
Sports
• Means Winged goddess of Victory
• Distributed to over 160 countries
• 2008 Revenue is over $18.6 billion
• 52% of revenue is from footwear
• World's #1 shoe maker
• Sells sportswear in 675 nike owned
retail stores in the US and abroad
• Acquired soccer star Umbro in 2008
Introduction: Nike in Brazil
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Potential growth jumped from 25% -30%
30% increase in Revenue in Brazil
Focus on futbol and running
National Pride
Nations Sport
Introduction: Nike Brazil Campaign
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"Joga Bonito" served as the ground work
launched in 2006
looks to establish dominance over Addidas
praises Brazil's style of play
Utilizes different mediums on a global scale
Brazil's favorite sport is soccer
Geographical Profile
• Fifth largest country in the world
• Largest country in South
America
• Economic Powerhouse
• Climate mostly tropical
• Consist of 26 Stats and a
Federal District
Country Profile: Political
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Under Portuguese rule for Three centuries
Federal Republic
Numerous Political Party
Majority of Political Action Occurs on State Level
Country Profile: Economic
• GDP(PPP) ranks tenth in the
world
• Shifting from developing to
developed
• 2/3 of South America's
Economy
• Main Exports:
o Transport equipment
o iron ore
o Soybeans
o footwear
o coffee
Country Profile: Communication
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Historically regulated
foreign ownership of media is limited
television is largest medium
Mobile Phone use on the rise
Country Implications
Geographically:
• Population in rural areas
• Lack of developed infrastructure
Politically:
•Federal Government largely decentralized
•Executive Branch Operates in an Imperialistic fashion
•Large number of Political Parties
Economic:
•Sensitivity to issues relating to development
Communication:
•Outlets owned by a few
•Maintain neutrality to avoid private censorship
•over saturated advertisment
Brazilian Population
• Estimated 196 million with a
1.05% growth rate
• Population consist of Portuguese,
Italian, German, and Spanish
Ethnicities
• 74% Roman Catholic
• Strong national Identity
• Literacy rate of 88.6%
• 26% of the country is living below
poverty line
Cultural Profile: Kluckhohn Model of Value
Orientation
Dimensions
Value Orientation
1. Innate
Predisposition
Good
Neither Good or Bad Evil
2. Man's relation to
nature
Mastery
Harmony
Subjugation
3. Time Dimension
Future
Present
Past
4.Value Personality
Type
Activity
Being-in becoming
Being
5. Modality of
Relationships
Individual
Collateral
Linear
Cultural Profile: Innate Predisposition and
Relation to Nature
Good and Evil
Subjugation to Mastery
Cultural Profile: Time Dimension and Value
Personality Type
Present
Being to becoming
Cultural Profile- Modality of relationship
Colateral
Nike's Strategic Plan
Nationally:
•Looks to establish dominance over Adidas
•Associate it's brand with superiority and skill
•Looks to piggyback the World cup hype in 2006 then in
2014
Within Brazil:
•Provoke a sense of nationalism
•Embed Brand within the culture
Promotional Mediums
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Website
Videos
Print ads
Still utilized famous sports figures
sponsored national team and national soccer league
Website
• Emphasizes soccer and running material
• Background - a pitch
• Appeals to low context culture
- images of people
- evokes nationalism
- interactive elements
Video Advertisement
Airport scene
Team Getting Ready
Conclusion
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Nike linked Brand to World's Best Soccer team
Associated brand with Superiority and skill
Evokes national pride
Used World Cups to increase hype
Picture Credits
Title Slide: http://www.soccer-fans-info.com/image-files/brazilian-soccer.jpg
Master Slide: http://www.soccer-fans-info.com/image-files/brazilian-soccer.jpg
Slide 2: http://blog1.ebates.com/ebates/Nike%20coupons.jpg
Slide 3:http://www.nickonkenconnection.com/.a/6a00d8341db5f553ef00e553f2f3da8834-500wi
Slide 4:http://iplot.typepad.com/iplot/images/joga_bonita_store_kuala_lumpur.jpg
Slide
5: http://images.google.com/imgres?imgurl=http://www.exportimportbrazil.com/images/map.gif&imgrefurl=http://www.exporti
mportbrazil.com/country.php
&us%26hl%3Den%26client%3Dsafari%26sa%3DN%26rls%3Den%26tbs%3Disch:1&ei=oGTYS9SAF4GB8gb1rNmzBQ
Slide 6: http://expatbrazil.files.wordpress.com/2008/12/gov-coat-arms.jpg
Slide 7:http://southamericanexperts.files.wordpress.com/2010/03/brazil-economy-bullish.jpg
Slide 8: http://www.ilime.com/Common/Images/custom/blog/ilime-tv-magazine.png
Slide 9: None
Slide 10:http://www.wldcup.com/pictures/wsn/0606/pic50871.jpg
Slide 11: None
Slide 12:http://i.dailymail.co.uk/i/pix/2009/03/05/article-1159570-0115FCAF000004B0-929_468x456.jpg
-http://whyfiles.org/238earthday/images/amazon_deforest.jpg
-http://fc61.deviantart.com/fs10/f/2006/326/6/a/Curupira__Saci_and_others_by_Ferigato.jpg
Slide 13: http://www.gis-services.com/i/upload/2370021_low.jpg
-www.freakingnews.com
Slide 14: http://image08.webshots.com/8/4/78/71/144347871vlqILS_ph.jpg
Slide
15 http://images.google.com/imgres?imgurl=http://inside.nike.com/servlet/JiveServlet/downloadImage/37418/nike_brazil_sta
kes.jpg&imgrefurl=http://insid
Slide 16http://theinspirationroom.com/daily/print/2006/6/soccer-whos.jpg
- http://globoesporte.globo.com/ESP/Home/foto/0,,11926199-EX,00.jpg
Slide 17 http://www.nike.com/nikefootball/home/?locale=pt_BR&sitesrc=brlp
Slide 18: Videos from http://www.youtube.com/watch?v=gYNYRCeyCsE
- http://www.youtube.com/watch?v=aqm5zavFlM0
Slide 19 http://www.soccerwallpapers.us/data/media/267/nike_football_012.jpg
Slide 20
Work Cited
Country Profile
Political Institutions, Education & Health.”Brazilian
Embassy. http://www.brazilianembassy.org.za/links/brazil-in-brief/5Brazil-POLITICAL.pdf.2009
“Legislative Branch.” CIA Factbook.
https://www.cia.gov/library/publications/the-worldfactbook/geos/br.html. 2009.
Power, J, Timothy. “Optimism, Pessimism, and Coalitional
Presidentialism: Debating the Institutional Design of Brazilian
Democracy.” Bulletin of Latin American Research, Vol 29 pg 20. 2009.
http://www.brasil.gov.br/ingles/about_brazil/
“Brazil.” World Bank.
http://web.worldbank.org/WBSITE/EXTERNAL/COUNTRIES/LACEXT/B
RAZILEXTN/0,,menuPK:322351~pagePK:141132~piPK:141107~theSite
PK:322341,00.html 2009.
“Emerging Market of Brazil.”
http://www.millwardbrown.com/sites/millwardbrown/media/pdfs/en/ma
rketfocus/1374c288.pdf. 2009. “
Work Cited
“Channels
of Resistance: Brazil: Beyond Citizen Kane.” BBC. http://ftvdb.bfi.org.uk/sift/title/489905
http://www.cnn.com/2009/HEALTH/09/10/brazil.novelas.study/index.html. 2009.
“Environment, Science, and Technology.” http://www.state.gov/r/pa/ei/bgn/35640.htm.2009.
“Other Aspects.” http://www.state.gov/r/pa/ei/bgn/35640.htm
“People.” CIA Factbook. https://www.cia.gov/library/publications/the-world-factbook/geos/br.html. 2009.
“Emerging Market of Brazil.” http://www.millwardbrown.com/sites/millwardbrown/media/pdfs/en/marketfocus/1374c288.pdf.
2009.
Culture Profile
“Animism.” http://www.religion-cults.com/Ancient/Animism/Animism.htm. 2004
“Brazil.” http://www.cp-pc.ca/english/brazil/brazil_eng.pdf
“Brazilian Myths: Iara.” http://www.beautiful-mermaid-art.com/brazilian-myths.html
“Celebration time in Brazil.” FIFA. http://www.fifa.com/worldcup/brazil2014/news/newsid=626095.html. October 31, 2007
“Curupira.” Encyclopedia Mythica. http://www.pantheon.org/articles/c/curupira.html
"Energy in Brazil: Power and the Xingu" The Economist.
http://www.economist.com/world/americas/displaystory.cfm?story_id=15954573
“Family Structure.”ELL Assessment for Linguistic differences.
http://www.ldldproject.net/cultures/brazil/differences/family.html
“Its the Law: Brazilian senate approved civil code.” http://www.brazzil.com/cvrjan98.htm
Rio2016.http://www.rio2016.org/en/Noticias/
World Divorce Rates.” http://www.divorcereform.org/gul.html.2000
Nike Case Study
“How to entertain a target audience.” Media
Newshttp://webcache.googleusercontent.com/search?q=cache:pVuKdQPET7IJ:www.mediaweek.co.uk/news/588856/entertaintarget-audience/+nike+campaign+target+audience+in+Brazil&cd=10&hl=en&ct=clnk&gl=us&client=safari. 2006.
“How Nike Bought Brazil.” The Guardian UK.
http://www.guardian.co.uk/media/2001/jul/09/marketingandpr.worldcupfootball2002. July 2001
Joga Bonito: Best Ad Campaign Out There” www.dodgyatbest.blogspot.com April 2006
“Nike’s “Joga Bonito” Marketing Campaign.” ICMR www. icmrindia.org. 2006
“Nike Analysis”
http://webcache.googleusercontent.com/search?q=cache:GKtT_HOBPt0J:www.wikinvest.com/stock/Nike_(NKE)+Nike%27s+2
009+campaign%2Bbrazil&cd=1&hl=en&ct=clnk&gl=us&client=safari. April 7, 2010
Thank You !
Alyssa Poorman
International Public Relations- April 2010
May 2010, College of Arts and Sciences
Alyssapoorman54@gmail.com