Kao Chien WangMehmet Koray Deniz

Aziz KhodjaevAndhina Dian Adhyanti

Megawati

USA SOCCER JERSEY BY NIKE

SITUATION ANALYSIS

SWOT Analysis of Nike Jersey:Strength:-Nike has a strong brand image, and it is also well-known in the world.-Nike has created a strong brand loyalty.-Nike is innovative.-Nike has many famous athletes and celebrities to testimonial for it.

Weakness:-Nike seems to be too greedy of their profit; they sell some basic products in an extremely high price.-Nike doesn’t innovate much in jersey design, but the price keeps growing up.

Opportunities:-Nike can use their well-known name to keep exploring new markets.-Keep working on new innovative products.

Threats:-Nike jersey is not as profitable as its footwear.-Nike has strong competitor like Adidas.-Nike has stores worldwide, so it needs to deal with currency boundaries.

SITUATION ANALYSISNation Odds* Sponsor

Brazil 4:1 Nike

Argentina 6:1 Adidas

Germany 6:1 Adidas

Spain 7:1 Adidas

Belgium 15:1 Burrda

Colombia 20:1 Adidas

Netherlands 22:1 Nike

France 22:1 Nike

Italy 25:1 Puma

England 30:1 Nike

TARGET AUDIENCE

Soccer Fans (Any Nation)

US Citizens

US Soccer Fans (MLS)

DEMOGRAPHICS

GENERATION

Generation X

- Useful/Functional

- Prestige

- Pragmatic

-Reflect the Value

Generation Y

- Exposed by Brands/Advertising

- Influenced by Others

- Honesty

PSYCHOGRAPHICS● Soccer Fan

○ Favourite team○ Fan gear/attire○ Regular follower

● Casual Sports Followero Aware of the major sports newso Likes joining social sports eventso Enjoys playing sports

● Recent Fano Interested due to the rising popularity of sport

VALs

For Nike Jersey:

•Consumers are usually motivated by ideals.

•Consumers driven by a desire for social or physical activities, variety, and risk taking are motivated primarily by self-expression.

GEOGRAPHY

● Climate● Area● Population● MLS

MEDIA OBJECTIVES

•Using three different medium; magazines, outdoor ( Billboard), and transit advertising (bus exterior) to reach target market

•Attract target market attention on a game day all throughout the tournament; World Cup and MLS cup

•Put the advertising on sports magazine and men’s magazine to reach specific target market

•Generate more awareness by putting billboard near football stadiums and café area where people usually get together to watch sports games.

•Spread the advertising by using bus exterior

MEDIA FLOW CHART

BUDGET

CREATIVE OBJECTIVES

* Create awareness of the product of Nike Jersey 2014

* New technology of USA jersey with cooling technology

* Support USA soccer team by using USA soccer jersey

Theme: PERSISTENCE (positive attitude, related to the event)- Get The Things Done- Finish The Line- Pays Off

CREATIVE PRESENTATION (BILLBOARD)

CREATIVE PRESENTATION (BILLBOARD)

CREATIVE PRESENTATION (BILLBOARD)

CREATIVE PRESENTATION (SPORTS & MEN’S MAGAZINE)

CREATIVE PRESENTATION (SPORTS & MEN’S MAGAZINE)

ESPN, Esquire, Sports Illustrated, Men’s Journal

CREATIVE PRESENTATION (METRO BUS EXTERIOR)

CREATIVE PRESENTATION (METRO BUS EXTERIOR)

CREATIVE PRESENTATION (METRO BUS EXTERIOR)

CREATIVE PRESENTATION (METRO BUS EXTERIOR)

POSTTESTS

INCREASE THE SALESPRODUCT OF NIKE JERSEY 2014

When people know the product (brand awareness), it will automatically increase the sales of the product Nike Jersey 2014.

THANK YOU