Nike, inc & IMC
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Transcript of Nike, inc & IMC
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& IMC
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FoundersPhil Knight Bill Bowerman
FoundedJanuary 25, 1964
Market CapitalizationUS$68B
Key Market US
Notable Campaigns“Make It Count” “Find Your Greatness”
Brand Endorsers LeBron James Maria Sharapova Cristiano Ronaldo
*If you have a body, you are an athlete.
Mission“To bring inspiration and innovation to every athlete* in
the world.”
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Targ
et Co
nsum
ers
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Strengths• Robust market position • Strong brand equity • Strong product innovation • Extensive distribution network • Strong marketing communication
Opportunities • Move into wearable technology
Threats • Endorsement Scandals • Pressure for better corporate citizenship
Weaknesses • Older and younger consumers perceive brand differently
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NIKE’S MARKETING REVOLUTION
From product innovation to customer centric ecosystems
From hero-selling to storytelling
From traditional to digital marketing
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How IMC works Nike.at
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Stage 1: Tactical Coordination
Stage 2: Redefining scope of marketing communication
Stage 3: Application of IT
Stage 4: Financial & Strategic IntegrationUse of data to drive strategic planning such as product offerings
Between campaigns: No campaign is at odds with another
Brand level: Brand elements are consistent
Campaign level: Integration across all brand contact points
Collection of behavioral data and customer preference data
Code of Conduct for all business partnersMatrix organizational structure
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#8Guiding 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
%
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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
#8Guiding 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
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The
Experience
Social Media
Point-of-Sale
Mobile
Events
WebMedia Relations
Out-of-Home Advertising
Endorsements
Print & TV Advertising
CSR
Employee CommunicationsCompensation/Incentive Policies
Corporate Culture
Word-of-Mouth
Products
Supply Chain Management
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#JustDoIt
#MakeItCount#FindGreatness
+
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COMMERCIAL (ONLINE & TV)
MARKETING ACTIVATION: SOCIAL MEDIA & EVENT
PRODUCTS
ADVERTISING & POINT-OF-SALE
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PRODUCTS
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ADVERTISING & POINT-OF-SALE
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CAMPAIGN HIGHLIGHTS
Most shared campaign on the
planet in 2010
Twice as much brand buzz as official
sponsor Adidas at the World Cup
Global sales growth of 7% following the
campaign
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+
#JustDoIt
#MakeItCount#FindGreatness
+
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COMMERCIAL (ONLINE & TV)
MARKETING ACTIVATION: SOCIAL MEDIA
PRODUCT
#JustDoIt
#MakeItCount#FindGreatness
+
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#JustDoIt
#MakeItCount#FindGreatness
+
COMMERCIAL (ONLINE & TV)
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#JustDoIt
#MakeItCount#FindGreatness
+
PRODUCT
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MARKETING ACTIVATION: SOCIAL MEDIA #JustDoIt
#MakeItCount#FindGreatness
+
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MARKETING ACTIVATION: SOCIAL MEDIA #JustDoIt
#MakeItCount#FindGreatness
+
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CAMPAIGN HIGHLIGHTS
#JustDoIt
#MakeItCount#FindGreatness
+
@nike (2.2M ) VS
@adidas (470K)
18% profit (2012) driven by the sales of
FuelBand
Nike+ digital ecosystem: From
8.5M to 18M users in a year
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COMPETITION
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IMC• Advanced stage • Digital & social media savvy • Nike+ & FuelBand
IMC• Advanced stage • “All In” Campaign • MiCoach
IMC• Early stage • “Nature of Performance”
Campaign
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How IMC works Nike.for
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Components of Brand Equity
Presence Identity/Image
Perceived Quality Commitment
Competitors
Constituencies
Financial Value
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Presence BREADTH“one sight, one sound”
DEPTHDialogue = knowledge
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IDENTITYSecrecy
IMAGECustomers as Co-Creators
Identity/Image
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IDENTITYSecrecy
IMAGECustomers as Co-Creators
Identity/Image
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INTERNALTalent Retention
EXTERNALPrice Inelasticity Commitment
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Perceived Quality
ALIGNMENT
CLOSED LOOP
Promise VS Expectations
Using Customer Data
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Components of Brand Equity
Presence Identity/Image
Perceived Quality Commitment
Financial Value
Competitors
Constituencies
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Meaningful Brands Study
Financial Value
Brand Asset Valuator
Attitudinal
PRESCRIPTIVE EVALUATIVE
EquiTrend
The Conversion ModelBrandDynamics
The Effectiveness of IMC1. Define time frame
2. Pre-IMC Measurement 3. Post-IMC Measurement
4. Compare
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Meaningful Brands Study
Financial Value
Would your customers care if your brand disappeared tomorrow?
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Meaningful Brands Study
Financial Value
Connect human well-being with brands
Meaningful brands beat stock market by 120%
Nike ranks 7th on the list
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InterBrand
Financial Value
Financial
BUSINESS BRAND
BrandFinanceAnnual Report
The Effectiveness of IMC
Fortune 500
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1. Monitor brand listings 2. Develop internal KPI 3. Track brand equity
Attitudinal Financial
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�40
Moving Forward
JUST DO I{MC}.
Financial Integration
Linking Compensation
Evaluation Loop
Customer Brand Valuation
Streamlining Functions
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We have challenges, but challenges have always made
us better and stronger.-Mark Parker
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Q&A