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Media Plan Nike + Ipod

Media Plan Nike + Ipod. Industry/Company Overview. Nike Inc. was founded in 1962 by Bill Bowerman 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.

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Media Plan Nike + Ipod

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  1. Media PlanNike + Ipod

  2. Industry/Company Overview Nike Inc. was founded in 1962 by Bill Bowerman 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.

  3. Product Review -Nike Plus sensor placed in the shoe allows runners to receive data about their runs. -Interfaces (iPod, wristband, iPhone). -GPS tracking system. `

  4. Competitive Review & Advantage ADIDAS GROUP PRODUCT miCoach • International company • Most profits from North America • Rapidly expanding

  5. Competitive Review & Advantage GARMIN PRODUCT Forerunner 610 touchscreen • 2011 company revenue growth of 18% • 2011 Fitness equipment revenue growth of 30% • Highest source of revenue is North America. Garmin Q1 2011 Earnings Call Webcast.

  6. SWOT Analysis

  7. 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.

  8. 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.

  9. 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

  10. Creative Strategy Examples

  11. Creative Strategy Examples Cont. • “NEWS” tab • Inspirational commercials • http://www.youtube.com/user/NikePlusTV#p/a/F0A5343EAFF3BFA7/2/xpFaMrwSR-k

  12. Target Selection PRIMARY SECONDARY Male & Female All age ranges Non-athletes Trying to improve health Financially able to purchase products • 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

  13. 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

  14. 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.

  15. Regionality & Seasonality

  16. Flighting • Heavy, pulsating year-round advertising • Pulsating times: Holiday season & Spring/Summer months • Gifts • Exercise • Back-to-school

  17. 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

  18. Creative Constraints • Radio • Outdoor advertising • Internet • Print • Television

  19. 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

  20. Media Mix Budget Constraints • Television • Print • Internet • Outdoor

  21. Scheduling

  22. 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 -

  23. Recommended Vehicles

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