nike new product release
TRANSCRIPT
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NikeVisionPRL 215Made by Junxian Qu
Presented byLeah Fagen, Darby Malkin, Kelly O’Hara, Junxian Qu
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PART ONE
Organizational OutlineOrganizational Need
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Organizational Outline
Nike, Inc.
• Founded on January 25, 1964.• Headquartered near Beaverton,
Oregon.• World’s largest footwear, apparel and
equipment company. • Research Labs.
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Phil KnightChairman of the Board of Directors
Mark ParkerPresident and CEO, Nike, INC.
Trevor Edwards President, NIKE Brand
“bring inspiration and innovation to every athlete in the world.”
“If you have a body, you are an athlete.”
Top Executives
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NikeVision
• A virtual reality device• Remain cutting-edge and
competitive.• “Create products, services and
experiences for today’s athlete while solving problems for the next generation.”
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Execution
• Announcement: Oct. 1, 2016• Launch date: Nov. 1, 2016• Social media campaign• Facebook, Twitter, Instagram,
YouTube, Snapchat, homepage• Live launch event
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PART TWOGoals and ObjectivesMedia AuditSocial Media Plan
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Social Media Audit
OtherFacebookTwitterInstagram
• 43.5M followers• 832 posts• 3 times per week• Nike lifestyle • Use hashtags • Nike community• Creative visual
content
• 5.9M followers• 22.9k tweets• Multiple times a day• Multiple accounts• Account for women• Hashtag of “JustDoIt”• Engagement• Responds
• 24M followers• Shop now button• Post irregularly• Multiple accounts• Engagement• Links
Pinterest:• 150K followers• Multiple times a
week• account for women
Snapchat• Branded geofilters• Interactions
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Social Media Audit
• Emphasize on social media• Twitter, Facebook, YouTube and
Instagram, Nike+• Hashtag “#JustDoIt”• Engage with customers
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Goals and Objectives
• Allow users to feel like a part of the launch and announcement.
• Twitter, Facebook, Instagram, Snapchat and YouTube.
• Redefining what it means to work out.
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Media Calender
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• Monday, Wednesday and Friday every other week.
• Tuesday and Thursday on alternating weeks.
• #NikeVision.• Tweets will include blog posts,
promotional content and information about virtual reality.
Twitter Strategy
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• Post every Wednesday.• Each post will feature a
short video demonstrating each of the five NikeVision settings.
• Post pictures of VR users on launch day.
• Statement or quote from the featured user.
Instagram Strategy
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• Customers can live stream the product announcement on YouTube and Facebook.
• The live stream will feature workout tutorials using NikeVision glasses.
• Snapchat will have a SnapStory for the product launch.
Facebook, Snapchat and YouTube
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PART THREETarget AudienceCompetitor Reports
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Target Audience
• Age range of 18-34.• Women, young athletes and
runners.• Partners with professional
athletes .• Expand Nike’s audiences • People who are interested in
both working out and technology.
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Target Audience – Personas
Whitesboro, NY Westchester, PA Hartford, Connecticut New York City, NY
Student News Anchor Athlete Worker
AgeIncome
Patrick MooreMeredith ConleyAshley Gifford Tom Moore
21 51 12 43$30,000 $94,000 $0 $42,000
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Competitor Analysis - Hololens
• Created by Microsoft.• Designed for 3D holograms,
games communications.• Promoted on a custom
Twitter handle.• 1.2k posts, 100k followers.• Uses #Hololens.• Retweets positive reviews.• No specific product details.
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• Athletic apparel company.• Twitter account has 700K
followes, 25K posts.• Features motivational and
healthy living content.• Relatable and personal.• Does not promote any of its
products.
Competitor Analysis - Reebok
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PART FOURResources and StaffResults and Measurement
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Resources and Staff
Internal Resources:900+ Retail Stores
62,000+ employees
400 marketing coordinators
Technology Support
External Resources:
2,000 influential Twitters
25 technology blogs
10 YouTube Celebrities
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Resources and Staff
Top 25 Technology Blogs Influential Social Media Accounts
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Results and Measurements
Output
OutcomeBusiness
Result
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Results and Measurements
EXAMPLE TEXT
Outcome Business Results
Output: online and offline conference celebrity endorsement social media content clippings, TV reports new media contacts competitor reports market research business partners Advertisements press release media pool
Output
Outcomes Shares and comments
Public awareness Brand recognition Total viewership Share of voices
Bounce rates Click rates
Tonality
Business Results Return on investment Employee retention Retail store traffic Online Traffic Brand values Market share Stock Price Reputation Efficiency Sale
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Citation
• http://www.nike.com/us/en_us/
• www.businessinsider.com/baby-boomers-spend-the-most-money-2015-6
• http://adage.com/article/agency-news/apple-plans-major-expansion-house-design-team/244033/
• https://www.techunblocked.org/2014/11/top-10-best-tech-websites-blogs.html
• https://www.internetretailer.com/2015/12/01/online-sales-surge-as-stores-sales-drop-start-holiday
• www.statista.com/statistics/250287/total-number-of-nike-retail-stores-worldwide/
• https://www.youtube.com/watch?v=bBZhuqPRx9c
• https://econsultancy.com/blog/62412-how-nike-uses-facebook-twitter-pinterest-and-google/
• http://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4
• www.linkhumans.com/case-study/nike
• www.prca.org.uk/default.asp?pid=1295
• http://about.nike.com/pages/community-impact
• http://about.nike.com/pages/our-impacts
• http://image.slidesharecdn.com/competitiveadvantagefornike-110406200840-phpapp02/95/nike-competitive-advantages-28-728.jpg?cb=1335272261