Illustrated Marketing Report Abigail Le Prevost
Nike.MX Illustrated Marketing Report Abigail Hansie Amelia Le Prevost January 2014
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Nike Marketing Report 2014
MISSION STATEMENT
‘‘ ’’ Nike MX delivers world leading products, this is a guarantee not an aspiration. It requires the faith and commitment of all stakeholders working together as a dynamic, innovative and focused team. The reward for our work is the success we help attain for our customers. We are clear on our ultimate destination - we lead the world so they can lead the race.
Contents
(TheRunningShoeReview, 2013, FIG 1).
Nike Marketing Report 2014
Contents 7 Mission Statement 11 Contents 17 Nike History 18 Brand Pyramid 22 Fashion Marketing Level 24 Competitors 26 SWOT 28 Customer Profile 31 Global Stores 34 Nike ID 38 Nike Sub Brands 40 Nike Sub Brand 6.0 42 Nike Sub Brand Snowboard 44 MX 50 Nike Motocross 52 Scramble, Motocross, Dirt Bikes 54 Brand Pyramid 60 Fashion Marketing Level 62 Competitors
64 Brand Onion 66 Logo 70 Nike. MX Identity 72 Customer Profile 74 Nike.MX 76 Promotional Strategies 1 80 Promotional Strategies 2 82 Promotional Strategies 3 83 Promotional Strategies 4 84 Promotional Strategies 5 86 Promotional Strategies 6 88 Promotional Strategies 7 90 Promotional Strategies 8 91 Promotional Strategies 9 92 Promotional Strategies 10 95 Time Line 97 Across The Line 98 Appendix 130 Image Referece 132 Bibliography
S U J
T S IT O tarts
e: rativ and us e p e. Im action n i l Tag mands Com
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a with
verb
(Cristiano Ronaldo, 2012, FIG 2).
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NIKE HISTORY Nike was born in 1971 having first started out as Blue Ribbon Sports. The original company was formed in 1964 by Bill Bowerman a track and field coach and Phil Knight a middle distance runner, who had come together at the University of Oregon in 1955. They both recognised a need for quality running shoes, other than the expensive ones available at the time from Germany. They started out by having their shoes made in Japan as an established manufacturing process was already available there. In 1965 the team went on to employ Jeff Johnson, also a runner, and it was he who came up with the name Nike. The iconic ‘Swoosh’ logo was added in 1972 and is now recognized the world over, a symbol that conveys a big idea, and often embodies strategic ambiguity. 1988 saw the tag line ‘Just do it’ appear and Nike never looked back. Nike is now a leading unisex sports wear brand with a global identity and multimillion pound turnover. Alining itself with the most iconic and inspirational sports personalities and teams in the world. Nike’s innovative and technological approach to design ensures it is constantly ‘the’ brand leader seeing off competition from other well known manufacturers of sports clothing and equipment. FIG 1
18
BRAND PYRAMID Clothing at the top of the range is the most expensive due to the latest technology being used in its design and production. New and costly fabrics and ideas can be trialled at this level providing exclusivity. Specific sports clothing makes up the next layer. Technologies that have been tested at the top level can be incorporated into more affordable designs. Still at the upper end of the price level customers will trust Nike to have produced the most appropriate and wearable clothing, whatever their sport. The upper lower level is where you will find easy to wear everyday clothing. It can be worn for sports participation or general street-wear. The distinctive logo ensures the wearer is seen as part of the ‘tribe’. Most revenue is made at this level. Low priced accessories such as sunglasses (although a designer range will be available at the top level), hats, gloves and fragrance - cheaper products to lure in customers who will go on to spend at the upper lower level or higher. FIG 2
Nike Marketing Report 2014
Technical Clothing
Specific Sports Clothing
Apparel with General Appeal
Fragrances, sunglasses, low-priced accessories
(Nike Town, 2013, FIG 3)
22
FASHION MARKETING LEVEL
Nike mass appeal lies in the lucrative middle market. Products at this level are not cheap but due to the company’s reputation these customers are happy to pay for quality and design and will aspire to reach the next level. FIG 3
Nike Marketing Report 2014
Haute couture & couture High-end fashion luxury designer premium brands Designer Diffusion Lines Affordable lucxury retail brands Middle-market retail chains Middle Market
Mass Market Mass-market retail chains Value Market Value fashion retailers Discount retailers
24
“
”
from 1 December to 7 February, shows that Nike is dominating conversations on the internet, with 7.7% of the conversations about the Olympics associated with the brand. By contrast, Adidas is only pulling in 0.49% of conversations, despite a reported £100m sponsorship deal to be the official Olympic sponsor.
Fashion
Matthew Chapman (2012)
R
P UA
Sport
Price Low
A
N
Price High
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COMPETITORS ADIDAS - Closest competitor and offering slightly lower prices. This company shares similar aims with Nike however they have been unable to overtake their main rival. PUMA - Releasing a new tag line in 2014 ‘Forever Faster’ and promising to be ‘The Fastest Sports Brand in the World’ - only time will tell! UNDERARMOUR - A relative new-comer founded in 1996 and offering middle market sports wear REEBOK - A cheaper sports wear brand sold in a number of sports shops and stores - functional but not cutting edge. FIG 4
26
SWOT ANALYSIS NIKE
Nike enjoys a strong reputation and has a proven track record in the design and development of new materials, while weaknesses and threats can be seen as the high cost of such technological advancement, keeping ahead of the competition and fluctuating markets both in financial and fashion terms.
FIG 5
EXTERNAL INTERNAL
Nike Marketing Report 2014
STRENGTHS -Experience within a wide range of sports -Strong brand image and reputation -World Renown -Proven and successful marketing team -Globally available -Top Brand Ambassadors -Innovative technology and cutting edge design -Understanding customers and providing excellent customer service
WEAKNESS -Price of product can be high -Evidence of child labour -Factory Conditions have been known to be poor
OPPORTUNITIES
THREATS
-Development of niche markets, USPs and lifestyle trends -Introduction of new customers through market development -Invention and development of new materials and technology -Competitors’ vulnerability -Global Influences i.e. Olympic Games, X-Games
-Currency fluctuation -Interest rate changes -Changes to import and/or export laws that affect pricing or supply sourcing -New competitors -Strengthening of existing competitors -Adverse affect from celebratory endorse ment i.e. drugs and behavioural or legal problems
CUSTOMER PROFILE FIG 6
(Nike Town, 2013, FIG 4)
Nike Marketing Report 2014
GLOBAL STORES Nike has 700 stores world wide, they also have their products stocked by other well known retailers, who themselves have large numbers of outlets, as well as other smaller independent stores. The Nike I.D studio is the central focus of the Nike Town store in Oxford Street London. It draws customers to the centre of the building where they find a glass structure with displays of coloured shoes creating the walls. Well laid out and dynamic displays throughout Nike Town gives a great feel of individual sports, like the Nike Boot Room where green carpet gives the impressions of a football pitch and wooden seating a football stand. Attention to details is paramount - like the staff wearing the right kit for the area they work in. You can see how good the clothes look and they can talk knowledgeably about the sport. The whole store is fresh, exciting and fun.
FIG 7
(Nike Dunks, 2008. FIG 5)
Nike Marketing Report 2014
NIKE I.D This is all about bringing customising to the masses rather than mass production. This unique concept allows the customer to be the designer, using an Apple Mac and with the help of a specialised professional they can create their own trainers choosing colours and adding personal details and touches. Launched in 1991 and originally only available through their website Nike now offer this innovative idea in 102 of their stores worldwide. Customising in-store is currently limited to footwear only, but other items are available on-line.
(Nike Town, 2013, FIG 6)
38
(Nike.Inc, N.A).
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NIKE.INC SUB BRANDS Nike has developed a number of sub brands including: Converse, Inc - Established in 1908 and America’s original sports company. The All Stars range continues to be popular Hurley International, LLC - Action sports apparel for surfing,skateboarding, youth lifestyle and footwear. Jorden Brand - Footwear, apparel and accessories - a collaboration with Michael Jorden. Nike Golf - Equipment, apparel, balls, footwear, bags and accessories worldwide Nike’s sub brands also include clothing, footwear and accessories for extreme sports such as:
40
NIKE.INC SUB BRAND SKATEBOARD This sport has a huge following of mainly young, urban males. An important customer base which Nike recognises by sponsoring some of the best known skate boarders such as Paul Rodriguez and Shane O’Neill.
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NIKE SUB BRAND SNOWBOARD A sub brand specialising in boots, jackets and trousers. This sport is enjoyed at a number levels from beginners to extreme, but all participants share an enthusiasm for stylized, technically efficient clothing and accessories. One of the newest innovations for their action sportsmen is the H20ody a water repellent hooded sweatshirt.
(Nike Town, 2013, FIG 7)
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(Motoxsports.com, 2013, FIG 8).
(Ryan Dungey, 2013, FIG 9).
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NIKE MOTOCROSS With the growth of motocross within the UK, USA and Europe, and off the back of the introduction of Nike boots and the successful sponsorship of Ryan Dungey and James Stewart in the motocross championships, so was born Nike.MX. Nike.Mx brings a new approach to the design of MX kits, including boots, gloves, helmets, and goggles as well as a range of street wear - t.shirts, trousers, trainers, shirts, and accessories - hats and boxers.
(Ryan Dungey, 2013, FIG 10).
Nike Marketing Report 2014
SCRAMBLES MOTOCROSS DIRT BIKES
Outdoor MX tracks have given way to Supercross, an indoor artificial dirt track, Arenacross, which is essentially a smaller scale supercross, and FMX (Freestyle Motorcross) which includes jumping and air aerobic skills. This has particularly taken off in recent years with Nitro Circus undertaking US and European Tours
FIG 8
54
BRAND PYRAMID Clothing ranges will be spread over different levels, with limited edition and innovative, technically designed clothing at the top, followed by regular MX kits, including helmets and boots on the next level. The lower two tiers offer casual MX clothing such as T-Shirts, sweatshirts, hoodies, and jeans. Finally gloves, socks, hats, goggles and phone, tablet and laptop cases make up the bottom tier. Bags and holdalls will be included in the two middle levels with ranges for boots, helmets and general kit bags
FIG 2
Nike Marketing Report 2014
Limited Edition Clothing
Mx Kit, Helmets and boots
Casual MX Clothing
Gloves, Socks, Phone, tablet and laptop cases, goggles, hats
(James Stweart, 2013, FIG 11).
(Ryan Dungey , 2013, FIG 13).
60
FASHION MARKETING LEVEL
NIKE MX will become the leading MX clothing brand, riders will appreciate the innovation and technology and followers will want to be part of the ride.
FIG 3
Niche Market High priced
Nike Marketing Report 2014
Haute couture & couture High-end fashion luxury designer premium brands
Designer Diffusion Lines Affordable lucxury retail brands Middle-market retail chains Middle Market
Mass Market Mass-market retail chains Value Market Value fashion retailers Discount retailers
Fashion
62
O
A
Price Low
N FOX OI
Sport
TLD
Price High
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COMPETITORS FOX - The one to beat - middle market and currently the top MX clothing brand TROY LEE DESIGNS - Premium priced MX ranges - focuses on technological design ADIDAS - Middle market - MX collaborations - have provided some sponsorship OAKLEY - Limited MX accessories - fashion focused ONE INDUSTRY - Low priced MX clothing brand
FIG 4 FIG 5
64
FIG 9
Graphic Digital
Preformance Sport Prefance Styling Fashion
High Market Value.
Good Quality Fit
Athletic Fit
Exclusive
Androgynous
Athletic
Brand -Sports Customer
Sports Preformance
Confident
Asosated With Charity
Independent New Technology Adventourous Offers Customer Family
Nike I.D
Dynamic
Logo
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BRAND ONION
When setting out to capture the objectives of a business it is good to start by looking at the heart (or core) of your business. You must start with a clear understanding of who you are trying to communicate with and what it is you want to say. Once you have settled on this key information you can begin to add the outer layers, such as: Values: What does the brand stand for? Personality: What type of person does the brand want to appeal to? Action: What will the brand look like and what characteristics will it have?
“
Brands have become the global currency of success. Brand Atlas
�
70
NIKE.MX IDENTITY Clean, clear, bold graphics Inclusion of the distinctive Nike swoosh logo and the tag line Just Do It strengthens the link with the mother brand NIKE Colours will be red to signify passion, danger, excitement and daring, black for power, white for simplicity, and varying shades of grey for strength of character and authority As a sub brand, Nike MX will have it’s own identity within the stores with the use of industrial materials such as rubber for swing tags etc 1 Trade fairs - Exhibition stand - Agenda Show B2B Promote brand Nike.MX at Trade Shows such as Agenda in USA. Where there is a big scean for motocross.
Nike Marketing Report 2014
“
�
Colour creates emotion, triggers memory and gives sensation Gael Towey Creative Diector, Martha Stewart Living Omnimedia
CUSTOMER PROFILE FIG 6
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NIKE.MX
1
B2B
Attend Trade Fairs, Exhibitions and Events Worldwide The stand will display and sell MX kits, boots and bags, as well as T-Shirts and some accessories. An Apple Mac will be available for Nike MXiD. (see no.8) The stand will be designed to resemble a shipping container with bikes on display, the team will be dressed in MX jerseys and have a sound working knowledge of the sport.
FIG 10
Nike Marketing Report 2014
PROMOTIONAL STRATEGIES
(Agenda, 2013, FIG 13).
80
2
B2B
At the launch events journalists and photographers will be given a Press Pack. This will be designed in the shape of a fuel can and feature the NIKE MX logo on the front and back and will contain business cards, look book, and promotional items such as a key ring and pen, and a USB stick or CD featuring a short film
82
3
B2C
The launch of Nike MX will be rolled out around the world at the largest Nike Stores, where possible pop-up Freestyle ramps and tracks will be erected in the streets or car parks for the public to enjoy a free show.
4
Nike Marketing Report 2014
B2C
A short film will be commissioned to demonstrate the personality and voice of Nike MX. The video will feature sponsored freestyle riders in a Nitro Circus style display with an electronic music overlay. This will be released prior to the launch of the kit and clothing ranges on the internet via Nike website and you tube etc. (Viral Marketing). The brand can monitor its success through how many likes and shares the video gets.
“
�
Video brings dramatic new depth to how brands can express themselves.
Paul Pierson Partner/Design Director, Carbone Smolan Agency
5
B2C
E-commerce A combined attack using Facebook, Instagram, Twitter and Nike’s web page will announce the launch of Nike MX. This will be followed by constant updates, information of which shows, exhibitions and events NIKE MX will be attending and details of competitions. Email Direct Marketing will be used - once signed up to NIKE MX you will receive regular email updates.
“
We use social media to build, energize, and empower communities to support our brand Matt Dun
Social Media Strategist Cener
”
Nike Marketing Report 2014
“
The best Apps are the ones that become part of your daily routine and life. Kevin Lee Technologist
�
86
6
B2C
The Shop layout will look similar to a garage with tool chests for storage, bike stands as footstools and tyres as tables. Apple Macs will lead you into the world of NikeiD Window displays will feature TV screens showing short MX films, interviews and when available live streaming of MX events worldwide. Customers will interact with the screens via an app on their phones which accesses QR Code sound by scanning.
7
B2C
Sales assistants in NIKE MX department will wear clothing from the range and will be expected to have or be keen to develop an interest in the sport. This will enhance the customers shopping experience and discussing the sport will be encouraged.
Nike Marketing Report 2014
8
B2C
Celebrity Sponsorship & Endorsement Nike MX will sponsor the professional riders Ryan Dungy and James Stewart. They will be provided with the latest kits, boots and helmets and funding which will allow them to attend events and race series. Up and coming riders identified as ‘the ones to watch’ will be given items of kit like boots and helmets in exchange for promoting NIKE MX.
9
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B2C
NIKEiD
Customisation of NIKE MX clothing will be available in-store. Have your or your favourite riders number printed on boots, T-shirts or Jerseys.
(Monster Energy AMA Supercross, 2013, FIG 14).
10
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B2C
In-Store Promotions
The sponsored riders will carry out in-store signings and competition prize presentations which will be timed to coincide with particular campaigns and events.
(Monster Energy AMA Supercross, 2013, FIG 15).
Nike Marketing Report 2014
TIMELINE Film/Advert Press Pack
Press Launchs
FMX Take Over Sales Assistants
Store Opening
Nike I.D
Instagram Facebook Twitter
Signings
Compeitions Media Events
Celebrity Endorsement
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ACROSS THE LINE
Nike having no brand recognition within the sector or product applicable to this section of the market through this campaign will have increased brand awareness and begun a journey to own the market through its innovative products.
Nike Inc will have identified a hole in the market and Nike MX will have filled the gap. Ultimate success will be measured by brand recognition within the sector and market share in product sales.
A
E P P
N E
X I D
1960 founded Blue Ribbon Sports 1964 1st order 300 pairs of shoes 1965 1st employee Jeff Johnson 1970 Blazer Nike - Basketball Shoe 1971 Nike Named 1982 1st TV ad 1987 Nike Air Max 1988 ‘Just do it’ Was 1st in an ad. 1990 Nike Aqua Gear 1994 Signed players Brazilian National Team 1993 Nike 6.0 1996 Woods Signed Tiger Woods 1997 Skateboard Brand 1st attempted - Failed 2002 Nike. SB Skateboard range 2002 Hurley Surf company was brought 2004 Signed Paul Rodriguez - Nike SB 2008 Nike Snowboarding Founded 2010 MX boots
FIG 1
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BRAND PYRAMID
FIG 2
Some market levels such as ultra premium and top of the range do not generate great profits but they are great promotional tools. To increase revenue brands will offer lower priced ranges to make their goods available to a wider audience.
Top of the Range
Main Ready-To-Wear
Diffusion collections & collections with wider market appeal
Fragrances, Cosmetics, Sunglasses, Low-Prives Acessories
FIG 3
Nike Marketing Report 2014
FASHION MARKETING LEVEL
Haute couture fashion is often viewed as unwearable by the general public. However these flights of fancy once filtered down provide the basis for fashion trends. Ideas taken from this top level are distilled into ready-to wear designer fashion collections which, when watered down even further set the direction for fashion mass marketing.
TRICKLE DOWN
Haute couture & couture High-end fashion luxury designer premium brands
Designer Diffusion Lines Affordable lucxury retail brands Middle-market retail chains Middle Market
Mass Market Mass-market retail chains Value Market Value fashion retailers Discount retailers
BUBBLE UP
104
A map illustrating the position of the brand competitors and their place in the market place.
FIG 4
Nike Marketing Report 2014
POSITIONING OR PERCEPTUAL MAP HIGH
FASHIONABILITY - STRONG INTERPRETATION OF FASHION FRENDS
BRAND E BRAND C BRAND D
Price High
BRAND B
BRAND A
LOW
Price Low
FASHIONABILITY - STRONG INTERPRETATION OF FASHION FRENDS
106
A swot analysis is a planning method used to identify and assess: Strengths Weakness Opportunities Threats It is important to carry out this type of evaluation as it helps in planning how the objective will be achieved by identifying internal of external factors that may affect performance.
EXTERNAL INTERNAL
FIG 5
Nike Marketing Report 2014
SWOT ANALYSIS STRENGTHS
WEAKNESS
-Reputation of the company, brand or fashion label -Distinctive signature style and VSP -Strength of the creative and technical team working to support designer -Strong relationships with suppliers -Loyal core customer base -Strong management and excellent ability to integrate business and deign functions -Contract with very good PR company -Good credit facilities with suppliers
-No clear UPS - undifferentiated products that look similar to other fashion labels -Lack of creative and technical support. Designer has to do everything themselves and is overstretched -Weak relationships with Suppliers -Not yet built a reputation with buyers and customer base not yet established -Cash flow or financing problems -Lack of business or marketing expertise -Do not have a website or has one that customers find difficult to use.
OPPORTUNITIES
THREATS
-Potential to take on an agent or PR company -Relaxation of import duties, opening up of new markets -Potential to diversify into subsidiary products such as stationery, homeware, or beauty products -Strategic alliance or opportunity to partner with others with complementary skills -Rise of social marketing - opportunity to raise awareness and promote products -New fabric or manufacturing technology -New supply sources become available -Government trade incentives.
-Changes in fashion trends, signature look of product foes out of style or becomes wrong for the market. -New competitor enters market -Changes in import or export laws that affect pricing or supply sources -Changes to exchange rates or interest rates -Rise in operating costs -Changes to trade laws -Economic downturn - difficulty in gaining credit -Key buyer drops the range
108
FIG 5
EXTERNAL INTERNAL
SWOT ADIDAS STRENGTHS -High brand value -Sponsored London Olympics 2012 -Recognised world wide -Large range including street and sports -Youthful following
OPPORTUNITIES -Brand building -Further high level sponsorship -Launch of products onto new markets
WEAKNESS -Price of product -Manufacturing in Asia
THREATS -Strength of competitors and potential of price wars -Celebratory endorse going wrong -International Trade i.e. currency and interest changes -Change in consumers lifestyle
EXTERNAL INTERNAL
FIG 5
Nike Marketing Report 2014
SWOT FOX STRENGTHS -Good quality products -Established sponsor of competitions -Well known within the MX industry
OPPORTUNITIES -Technological development of new kits and boots
WEAKNESS -High priced products -Limited market appeal
THREATS -Strength of competitors -High risk of injury to brand ambassadors
110
CUSTOMER PROFILE NIKE.INC
The ideal Nike customer is male, aged 28 - 35, well educated with a good career and a disposable income. Style is important and he favours a street wear look outside of work. He is lucky enough to share an apartment in an up and coming area and drives to and from work in his company car, an Audi. He enjoys city life and lists his interests as: Holidaying with friends - snowboarding in the Winter and surfing in the Summer Boot camp weekly Travelling - although now it is Hotel stays rather than backpacking Watching all sports on TV Travelling at weekends to support his favourite teams Shopping Socialising with friends HEIDI - Highly Educated Independent Individual
FIG 6
FIG 6
Nike Marketing Report 2014
NIKE.MX The Nike MX customer shares some similarities with the Nike Inc customer. Slightly younger at 24 - 30, with a long term girlfriend he lives and breathes Motocross, watching it on TV and participating as many weekends as he can. He has a relaxed attitude to fashion and likes to be comfortable in his clothes, preferring to put together his own style rather than be a slave to a designer except, of course, when it comes to MX clothing which has to be the latest designs, colours and labels. He is not interested in city life apart from shopping trips and lives with his girlfriend on the outskirts of Town which allows him easy access to MX events, he works in the motor industry and drives a Toyota Hi-Lux, particularly handy for transporting his MX bike to competitions, he supplements his income by fixing bikes and lists his interests as: Motocross Gadgets - iPhone, iPad, etc Social media - where he can exchange ideas and opinions on MX and watch videos Making action films using his Go-Pro camera Annual visit to Nitro Circus Live Hanging out with his mates and their girlfriends Designing and building local MX tracks DINKY - Double income no kids
112
FIG 7
Nike Marketing Report 2014
LONDON NIKE TOWN
Nike are always coming up with new things to make there brand to stand out and nothing better then the #FLASHRUN range. With the instructions of taking a photo with a flash on the tables it gets people involved with using there phone an then using the # tag so nike can find and then
maybe reusing the photos - free advertisement There is different themes around the store, with the different areas of sports. Trainers hanging from the ceiling and the use of different sporting equipment.
114
FIG 8
Nike Marketing Report 2014
MOTOCROSS
116
FIG 9
BRAND IN ACTION BRAND VALUES ESSENCE BRAND PERSONALITY
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BRAND ONION
It is easy to make is to put together something that is appealing on the outside but which has no depth or centre, so start at the heart and let the ideas permeate outwards.
118
TRADE SHOW AGENDA.USA
1
FIG 10
Nike Marketing Report 2014
The Agenda Trade Show in the US is one of the most inspired forums where streetwear and action sports industries meet. New and long established labels rub shoulders. A
strong emphasis is placed on style, art, music and culture. It is not to be missed
120
NIKE MOTOCROSS BOOTS
Nike boots are not generally available for sale and are only worn by their two sponsored riders Ryan and Stewart. All of their boots are custom made even though Ryan and Stewart have similar feet, but with Ryan adopting a loose fit and James preferring his tight prototypes are constantly being re-worked. Each pair of boots costs thousands to create and have a team of 40 working on design and production. The boots are some 20% lighter than normal MX boots and testing of the prototypes was carried out at a test track near to the Nike headquarters.
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E-COMMERCE
Using the internet is now one of the biggest ways to get across to your target market. Using imagery is an easier way to get things across to people. We want everything now; we don’t want to wait around for it. Using the Internet it makes it quick and easy to update things. There are more than 800 million active users on Facebook, and about 350 million using Facebook on a mobile device app. On average, each user has 130 friends. Along with the hundreds of millions of Twitter users, it is evident that this is an efficient way to communicate with your target audience. Instagram is a photo sharing app that allows you to #tag, businesses are starting to get people to use Instagram with either @ or #. It’s good publicity for companies as you post up your outfit, new shoes ect.. With getting people to subscribe to your website it allows you then to contact your target audience, monitor your customer. Send out emails with newsletters or executive discounts as well as competitions. As most people are using a smart phone promoting your company with the use of Apps is getting easier. On average, men have their phones within reach for 17 hours a day and women 15 hours. Studies show that Under 25’s spend 94 minutes on their phones on a night out. ‘Everyone has become a player, producer, director, and distributor’ social media page 70, designing brand identity. Before Social Media After Social Media Brand
Consumer
Brand
Consumer
Nike has over 2,350,000 twitter followers! Their Twitter page consisted of updates about there sponsors and the company including the fashion updates. With Twitter, people can then share the post and it will the be passed on to a larger audience than what Nike have.
Nike Marketing Report 2014
Nike. Inc have many different Facebook pages, promoting different sports. On their Nike Sportswear page they have 1,692,058 likes and 14,913 talking about it. On this Facebook page they update it with the new apparel coming out and the new adverts being published .
2,769,978 + followers on the photo sharing app Instagram. Nike have again many different accounts for different sports Nike Skate, Snowboard etc. On Instagram they upload photos and short mini films about their company, which then can be hash-tagged and liked by other instagramers.
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RIDERS
Full name - Ryan Michael Dungey Nickname - The Cats Meow Nationality - United States Date of birth - December 4, 1989 (age 23) Belle Plaine, Minnesota Bike Number - 5
(Racer Online, 2012, Fig 16).
Nike Marketing Report 2014
Full name - James Stewart Jr. Nickname - “Bubba� Nationality - United States American Date of birth - December 21, 1985 (age 27) Bartow, Florida Bike Number - 7
(Trasworld motocross, 2013, FIG 17).
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BRAND IDENTITY CONSUMER IDENTITY
BRAND IMAGE
LOGO + PRODUCTS + PACKAGING + DISPLAY + PROMOTION + WEBSITE
BRAND IDENTITY
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BRAND TOUCHPOINTS SALES PERSON PROMOTION
WINDOWS & DISPLAYS
PR PRESS MEDIA
ADVERTISING
EXPERIENCE IN STORE
BRAND
LOYALTY PROGRAM
PACKAGING SHOPPING BAG LABELING
RETRUNS POLICY
WEBSITE GARMENT PERFORMANCE CLEAN CARE
GAMENT FIT QUALITY STYLE
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DIRT BIKE SHOW
31 OCTOBER - 3 NOVEMBER 2013 INTERNATIONAL DIRT BIKE SHOW EXHIBITION The Show is a firm fixture on the off-road calendar in the UK and it has, during its 13-year tenure at Stoneleigh Park in Warwickshire, grown in status to become the largest dedicated off-road show in Europe. With a new and highly-motivated organising team behind this year’s event, it is expected that it will grow even further, as extra features and activities are implemented. For more information, please visit www.
dirtbikeshow.co.uk Drove 300 miles there and back on the Sunday. It was amazing and well worth the drive. 5 Halls Retail - everything at special show prices, from kits, helmets to bike parts. Displays - New kits and 2014 bikes. Live Displays - Pit bike races, mountain bike shows.
130
Image REFERENCES FIG 1. Mo Farah TheRunningShoeReview. (2013). 30 years of air. [Online Image] N.A . Available at http://Http://therunningshoereview.co.uk/files/5913/7709/6198/NikeAirPegasus_MoFarah_1_original.jpg [Accessed 18 January 2014]. Pg 8-9 FIG 2. Cristiano Ronaldo Cristiano Ronaldo. (2012). Nike x Cristiano Ronaldo CR7 Collection for On- and Off-Pitch. [Online] N.A . Available at http://Http://www.nikeblog.com/2012/11/08/nike-x-cristiano-ronaldo-cr7-collection-for-on-and-off-pitch/ [Accessed 16 January 2014]. Pg 14 FIG 3. Nike Town Entrance Own Image - Nike Town (2013) Nike Town [place visited; 9 November 2013, Oxford Street, London] Pg 20-21 FIG 4. Nike Town Boot Room Own Image - Nike Town (2013) Nike Town [place visited; 9 November 2013, Oxford Street, London] Pg 30 FIG 5. Nike Dunks Own Image - Nike Dunks (2008) Abigail Trainers [Guernsesy] Pg 34 FIG 6. Nike Town - I.D Studios Own Image - Nike Town (2013) Nike Town [place visited; 9 November 2013, Oxford Street, London] Pg 36-37 FIG 7. Nike Town - Snowboarding Display Own Image - Nike Town (2013) Nike Town [place visited; 9 November 2013, Oxford Street, London] Pg 43 FIG 8. Ryan Dungey Motoxsports.com. (2013). Ryan Dungey. [Online] N.A. Available at http://Http://wakpaper.com/large/Ktm_wallpapers_132.jpg [Accessed 18 January 2014]. Pg 46-47 FIG 9. Ryan Dungey Ryan Dungey. (2013). Ryan Dungey. [Online] N.A. Available at http://Http://www.omnimoto.it/foto/popup/124077/ryan-dungey-su-ktm-450-sx-f-factory-2013 [Accessed 18 January 2014]. Pg 48-49
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FIG 10. Ryan Dungey Ryan Dungey. (2013). Ryan Dungey. [Online] N.A. Available at http://Http://joshmaready.com/portraits/29/ [Accessed 18 January 2014]. Pg 52 FIG 11. James Stweart James Stweart. (2013). Strweart also injured. [Online] N.A. Available at http://Http://www.mxlarge.com/wp-content/uploads/2013/08/Stewart.jpg [Accessed 18 January 2014]. Pg 56-57 FIG 12. Ryan Dungey Ryan Dungey . (2013). Musquin and Dungey in Canada. [Online] N.A. Available at http://Http://britishmx.mmxpublishing.com/2013/03/24/musquin-and-dungey-in-canada/ [Accessed 18 January 2014]. Pg 68-59 FIG 13. Agenda Sign Agenda. (2013). Agenda Trade Show. [Online] N.A. Available at http://Http://agendashow.com [Accessed 18 January 2014]. Pg 78-79 FIG 14. James Stweart Monster Energy AMA Supercross. (2013). Anaheim Pre-Race Press Conference. [Online] 2 January 2014. Available at http://Http://www.supercrossonline.com/PhotoAlbum.aspx?id=2147498115&Page=1 [Accessed 18 January 2014]. Pg 92 FIG 15. Ryan Dungey Monster Energy AMA Supercross. (2013). Anaheim Pre-Race Press Conference. [Online] 2 January 2014. Available at http://Http://www.supercrossonline.com/PhotoAlbum.aspx?id=2147498115&Page=1 [Accessed 18 January 2014]. Pg 94 FIG 16. Ryan Dungey Racer Online. (2012). Ryan Dungey. [Online] 2012. Available at http://Http://rx.iscdn.net/2012/08/35733_cardungey-unadilla2012-_ba7e5e.jpg [Accessed 25 January 2014]. Pg 124 FIG 17. James Stewart Trasworld motocross. (2013). James Stewart. [Online] 2013. Available at http://Http://cdn.motocross.transworld. net/wp-content/blogs.dir/441/files/2013/01/9A7J6262.jpg [Accessed 25 January 2014]. Pg 125
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BIBLIOGRAPHY Agenda. (2013). Agenda Trade Show. [Online] N.A. Available at http://Http://agendashow.com [Accessed 18 January 2014]. Brand Atlas (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 3 Cristiano Ronaldo. (2012). Nike x Cristiano Ronaldo CR7 Collection for On- and Off-Pitch. [Online] N.A . Available at http://Http://www.nikeblog.com/2012/11/08/nike-x-cristiano-ronaldo-cr7-collection-for-on-and-off-pitch/ [Accessed 16 January 2014]. Dirt Bike Show (2013) International Dirt Bike Show [place visited; 3 November 2013, Stonleleigh Park, Warwickshire] Dunn, M (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 71 Easey, M (2013) Fashion Marketing . 3 ed. UK: Blackwell Publishing. James Stweart. (2013). Strweart also injured. [Online] N.A. Available at http://Http://www.mxlarge.com/wp-content/uploads/2013/08/Stewart.jpg [Accessed 18 January 2014]. Matthew Chapman (2012) Non-sponsor Nike is brand most associated with Olympics [Online] Available at http:// Http://www.marketingmagazine.co.uk/article/1117275/non-sponsor-nike-brand-associated-olympics [Accessed 31 December 13] Monster Energy AMA Supercross. (2013). Anaheim Pre-Race Press Conference. [Online] 2 January 2014. Available at http://Http://www.supercrossonline.com/PhotoAlbum.aspx?id=2147498115&Page=1 [Accessed 18 January 2014]. Motoxsports.com. (2013). Ryan Dungey. [Online] N.A. Available at http://Http://wakpaper.com/large/Ktm_wallpapers_132.jpg [Accessed 18 January 2014]. Nike.Inc (N.A) Nike History [Online] Available at http://Http://nikeinc.com/pages/history-heritage [Accessed 12 October 2013] Nike Town (2013) Nike Town [place visited; 9 November 2013, Oxford Street, London] Pastrana, T (2013) Nitro Circus Live [performance viewed; 29 November 2013, Earls Court, London] Pierson, P (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 78 Towey, G (Wheeler, A. 2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Pg 150 Posner, H (2011) Marketing Fashion. 1 ed. London: Laurence King Publishing Ltd.
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Ryan Dungey . (2013). Musquin and Dungey in Canada. [Online] N.A. Available at http://Http://britishmx.mmxpublishing.com/2013/03/24/musquin-and-dungey-in-canada/ [Accessed 18 January 2014]. Ryan Dungey. (2013). Ryan Dungey. [Online] N.A. Available at http://Http://www.omnimoto.it/foto/popup/124077/ryan-dungey-su-ktm-450-sx-f-factory-2013 [Accessed 18 January 2014]. Ryan Dungrey (N.A) Bio [Online] Available at http://Http://www.ryandungey.com/pages/bio [Accessed 12 October 2013] Swapmoto (2010) MORE ON THE NIKE 6.0 MX BOOT [Online] Available at http://Http://motocross.transworld. net/1000088058/news/more-on-the-nike-60-mx-boot/ [Accessed 12 October 2013] Vital MX (2012) Nike Boots [Online] Available at http://Http://www.vitalmx.com/forums/Moto-Related,20/Nike-Boots,1230748 [Accessed 12 October 2013] Wheeler, A (2013) Designing Brand Idesntity. 4 ed. Canada: John Wiley & Sons, Inc. Wikipedia (N.A) Nike 6.0 [Online] Available at http://Http://en.wikipedia.org/wiki/Nike,_Inc.#Nike_6.0 [Accessed 12 October 2013] Wikipedia (N.A) Clement Desalle [Online] Available at http://Http://en.wikipedia.org/wiki/ClĂŠment_Desalle [Accessed 12 October 2013] Yahoo Voices (2009) SWOT Analysis of the NIKE Company, What Makes Nike Strong and Weak [Online] Available at http://Http://voices.yahoo.com/swot-analysis-nike-company-3843094.html [Accessed 12 October 2013]
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