Download - Media Plan Nike + Ipod
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Media PlanNike + Ipod
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Industry/Company Overview
Nike Inc. was founded in 1962 by BillBowerman and Phil Knights.
- Originally “Blue Ribbon Sports.”- Now a global powerhouse.- At the end of 2011 fiscal year, Nike made $20.9
billion in revenue and controls 40% of the market. - Sports & extreme sports equipment.- Wholly-owned affiliates.
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Product Review
-Nike Plus sensor placed in the shoe allows runners to receive data about their runs.
-Interfaces (iPod, wristband, iPhone).-GPS tracking system.
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Competitive Review & Advantage
ADIDAS GROUP• International company• Most profits from North America• Rapidly expanding
PRODUCT• miCoach
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Competitive Review & Advantage
GARMIN• 2011 company revenue
growth of 18%• 2011 Fitness equipment
revenue growth of 30%• Highest source of revenue is
North America.
PRODUCT• Forerunner 610
touchscreen
Garmin Q1 2011 Earnings Call Webcast.
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SWOT AnalysisSTRENGTHS-Nike has the largest market share in sporting goods.-Nike has the most yearly revenue continuously.-Nike’s image is trusted and the company has many loyal customers.-Apple iPods are the most popular electronic devices for the tech savy.-Apple iPods are the most popular electronic devices for those who require music storing systems. -Apple has the largest market share in its industry-Apple has the most yearly revenue in its field continuously. Both logos are widely recognized.
OPPORTUNITIES-An App is available for those who cannot afford the product. -There are always new age groups moving into the targeted category.-As the lead in market share, Nike has more money to advertise its products than other companies.
WEAKNESSES-Nike has many competitors such as Adidas, Reebok, Puma, etc. -Market share has gone down in recent years.-Not all Nike shoes are equipped with Nike + technology-Affordability is an issue.-Those who cannot afford the products have no way of attaining them.-Competitors’ products are more versatile and can be used with more products, such as their shoes and certain phones.-By associating itself with Apple, Nike is excluding customers who are loyal to Microsoft.-Other brands’ customers are just as loyal. -Nike’s partnership with the RED party.
THREATS-Adidas’ market share is growing.-The state of the economy has made it harder to sell expensive electronics.-Nike and Apple could be seen as one giant monopoly and therefore, deter customers from-Purchasing products. -Market share could continue to decline.
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Marketing Objectives
• 1. To provide a 10% increase in Nike’s brand loyalty by the end of the campaign.
• 2. To increase awareness of Nike + iPod technology by 20% by the end of the campaign.
• 3. To increase sales of Nike + iPod technology by 30% by the end of the campaign.
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Advertising Objectives
• There has not been any advertisements for Nike + iPod since 2007.
• 5K in the Spring for $20 per person• Word-of-mouth• Coupon for free Nike + iPod sensor with each purchase
of Nike shoes ($100+)• Heavy advertising during the holidays and the Spring,
leading up to the Summer• By reaching advertising objectives, we can achieve a
30% sales increase.
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Creative Strategy• No major ad campaign since
2007• Definite theme and overall
promise• Inspirational tone to target
runners and those who want to become runners
• Enough knowledge to understand the ad, but enough intrigue to learn more
• Relies heavily on website
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Creative Strategy Examples
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Creative Strategy Examples Cont.
• “NEWS” tab• Inspirational
commercials• http://www.youtube.co
m/user/NikePlusTV#p/a/F0A5343EAFF3BFA7/2/xpFaMrwSR-k
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Target Selection
PRIMARY• Male & Female, 18-40• Tech savvy athlete• Runners interested in
improving time runs• Apple & Nike customers• Interested in quality of
health• Financially able to purchase
products
SECONDARY• Male & Female• All age ranges• Non-athletes• Trying to improve health• Financially able to purchase
products
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Overall Media Budget
• Print Ads: $1.5 million• Television: $2 million • Internet: $25,000• Outdoor: $600,000• Other Advertising: $1.5 million• TOTAL: $5.6 MILLION
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Target Audience Coverage
• April – August: reach 100% of target audience an average of two times.
• Maintain a 60% reach of the target audience an average of two times continuously.
• November - January: generate an 90% reach of the target audience an average of 4 times.
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Regionality & Seasonality
Northeast Northwest Southeast Southwest Central0
20
40
60
80
100
120
FallSummerSpringWinter
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Flighting
• Heavy, pulsating year-round advertising• Pulsating times: Holiday season &
Spring/Summer months• Gifts• Exercise• Back-to-school
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Media Mix
Advertising Objectives• Print: magazines, newspapers• Internet: social networking, Pandora radio• Television: prevalent during November –
December & April – August• Outdoor: events, billboards• Word-of-mouth
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Creative Constraints
• Radio• Outdoor advertising
• Internet• Print• Television
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Budget Constraints
• Majority of advertising is internet• Television only used during high selling times• Outdoor is necessary for promotion• Money spent buying advertising will pay off
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Media Mix
Budget Constraints• Television• Print• Internet• Outdoor
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Scheduling
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Weighting, Reach & Frequency
• Heavy weighting in Northwest and Northeast regions during the winter
• Heavier weighting during the summer in the Southern and Central regions
• 80% reach with a frequency of 5 times continuously• 90% reach with a frequency of 4 from November -
January• 100% reach with a frequency of 2 during summer
months-Internet – Print – Television -
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