NIKE
Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and sales of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world’s largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment. As of 2012, it employed more than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it the most valuable brand among sports businesses.
CORPORATE HISTORY NIKE began in 1964 as Blue Ribbon Sports which was later renamed to Nike in 1978, after the Greek goddess of victory. Key people of Nike : Bill Bowerman & Phil Knight Headquarters in Beaverton, Oregon , USA World’s most competitive sports and fitness company Nike employees are over 26,000 people. Products: shoes, accessories, apparel and sports equipment Current CEO : Mark Parker Annual revenue (2008): more than $18billion Founders: Bill Bowerman, Philip Knight Year established: 1964 (as Blue Ribbon Sports) Industry: Sportswear/equipment President/CEO: Mark Parker Slogan: Just Do It!
PROMOT PLAN
TIONAL The promotional plan created is a strategic placement of advertising campaigns by NIKE, to promote the brand and build brand awareness and instill brand consciousess within it’s employees as well as it’s customers. The promotional plan narrows down to six main events held in the year 2017 from an ocean of important date/days, festivals, as well as event dates related to sponsorship, Corporate social responsibilty (CSR), and the main store itself. The final events are as follows.
FESTIV NIKE EVENTS Just do it themed campaign
Movie/Album Promotion
Diwali Marathon
Back to School
Ganpati
Ch Dusshera
New product launch
CSR Meet and Greet with celebrities
STO
Re-use, Re-invent, Re-run
Make a Wish
Underpriviledge upliftment
Sale Season Clearance
VALS SPONSORSHIP
Eid Navratri
hristmas Janmashthami
College Fests Olympics
Marathon
Championships
Sports Events
OTHERS
ORE
Independence Day
Consumer Centric
Facebook/ Instagram
Feedback
Mothers’/Fathers’ Day
New Years’ Valentines Day
Founders Day
Friendships Day
Mission 1: Mumbai Marathon
Event Brief: The Mumbai Marathon held by Standard Chartered, Mumbai with Philanthropic partner United Way, powered by NIKE, would be a fundraising event for a cause to make a difference. People will get to choose a cause to run for and raise funds. Nike would be the official sponsor for the event whilst hosting the Mumbai Marathon, 2017. Details: SCMM has five different race categories: Marathon (42.195 km), Half Marathon (21.097 km), Dream Run (6 km), Senior Citizens’ Run (4.3 km), and Champions with Disability (2.4 km). The marathon will be an event where people from all walks of life participate, including Bollywood celebrities, sports personalities, business tycoons and amateur athletes. The London marathon winner and the secretary of the Association of International Marathons and Distance Races, Hugh Jones, is the race director. It is the largest marathon in Asia as well as the largest mass participation sporting event on the continent.
Starting and Check Points: The marathon starts opposite Chhatrapati Shivaji Terminus Mumbai. It will pass many of the city’s iconic locations such as Flora Fountain, Marine Drive, Chowpatty, Haji Ali, Mahim Church, and the Bandra– Worli Sea Link. Duration of event: 1 day event for all of the Marathons to take place. Lead time required: At least 6 months preparations lead time before the main event. The lead time would be useful for the promotion of the cause of the event, securing required location permissions, engaging the correct amount of security and sponsors, gathering participants’ data, involving celebrities, sportsmen, industrialists, tycoons, athletes, etc. Dates: Main Event (Marathon) - 15th January, 2017 Lead time needed: 15th July, 2016 to 14th January, 2017 (Six months)
Mission 2: Founders day
Information about Nike’s origin: Nike was originally named Blue Ribbon Sports and was founded in 1964. It officially become Nike Inc. in 1971. The first Nike shoes were made inside a waffle iron. Bowerman’s first eureka moment for footwear innovation came in 1971 when he and his wife were making waffles for breakfast: it sparked an idea for a grooved pattern on the sole of trainers to help athletes grip running tracks. It spawned the “Nike Waffle Trainer,” which was patented in 1974 (at the expense of his wife Barbara’s waffle iron). Event Brief: Since Nike’s inception in 1964, a lot of research and developement has been done to make the shoes perfect for athletes. The innovation inspired by a waffle maker was a breakthrough in the history of mankind. Such inspiring ideas and stories lead us to bringing about a “business idea developement competition” for all who could help Nike perform better. The one day event would showcase all shortlisted ideas that have been entered from all around the country and make them compete for creative brand solutions and innovations, for a better future.
Duration of Event: Virtually, a 20 days’ online competition, where candidates with the best ideas would be shortlisted. Four days for confirmation of number of ideas/candidates shortlisted. One day, for the main exhibition of ideas and models at the venue. Date of event: Founders’ Day - 25th January, 2017 Lead time: 1st january 2017 to 24th January, 2017 Venue: Nike store at Bandra, Linkin Road, Mumbai
Mission 3: xxx 3 Launch
Event Brief: A casual one on one meet, with the lovely Deepika Padukone at the store for the promotional lauch of her upcoming hollywood movie, XXX 3, set to release in the month of April. A press conference would be held afterwards, for any questions to be asked by the media personnel. She would be sporting Nike, while promoting her movie. About Deepika Padukone: She has done India proud by working at such an international platform along with all her other achievements. This charismatic young lady is one of the fittest and sportiest women in Bollywood and a true inspiration to millions, across the globe. Venue: Nike store, Linkin Road, Bandra, Mumbai Duration: Day of Release of the movie: 14th April, 2017 Date of event: 15th April, 2017 Lead time: One week, 8th to 14th April, 2017 Time: 12 noon to 3pm
Mission 4 New Product Launch
About Foamposite: The year 2017 marks the 20th anniversary of the Air Foamposite One, which makes it obvious that Nike has big plans for celebration for the 20 years of the model that features innovative foamshell uppers. Three of the most iconic colorways of the Air Foamposite One would make their comeback in 2017. The Nike Foamposites line debuted in 1997 in two versions – the Nike Air Foamposite One and the Nike Air Foamposite Pro. The Air Foamposite One is remembered for not having a Swoosh logo on the upper. It is synonymous with Anfernee “Penny” Hardaway, although they were never officially one of his signature shoes.
Event brief: A product launch for Nike Foamposite 2017 would mark the 20th anniversary celebration of the same. The prouct would be seen in two colour: jet black and orange blaze. The launch would include press media and Nike enthusiasts. It’s specifications and new features which seperates it from the old one, would be read out by the creative head of Nike’s innovation team for it’s followers. An interactive session and test runs in the shoes would be done afterwards, towards the end of the day. Duration: Lead Time: Two months, 10th July 2017 to 9th September, 2017 for creating awareness about the product and the event, and gathering media houses to cover the event strategically. Event Date: 10th September, 2017 Time: 10 am to 8 pm Venue: Nike store, Linking Road, Bandra, Mumbai
Mission 5: Meet and Great with Make a DIfference
About the event: Make A Difference (MAD) is an Indian non-profit organisation, working to ensure better outcomes for children in orphanages and shelters across India. An event for promoting fitness by the longest brand embassador for Nike. A fun-filled event for underprivilidge children. Event Brief: In collaboration with MAD, Nike will be hosting a two day interactive meet and greet session with none other than the basketball legend, Micheal Jordon, in Mumbai itself. Jordon will fly down to the shelters and teach children the art of basketball as well as the importance of sports and fitness in life. Duration: Lead Time: Three weeks, 13th November, 2017 to 1st December, 2017 for promoting the campaign and for funding purposes for MAD Event Dates: 2nd and 3rd December Time: 8 am to 6 pm Venue: Shelters across Mumbai
Mission 6: Clearance sale
Event Brief: The sale would be a clearance sale for liquedating all the stocks in store to bring in new stock. The sale would attract a higher number of footfall in the store and help promoting the brand. It would also increase the overall recall value. Offers such as buy one get one free, discounts such as 20-50% off, etc. could be used effectively. Duration: Lead time: 5th to 18th June Main Sale Days: 19th to 25th June Time: 9 am to 9 pm Venue: Nike store, Linkin road, Bandra, Mumbai
Planner
Pink: Main Marathon Day Light Pink: Lead time for marathon and fetching sponsors and celebrities, industrialists, atheletes, and NGO’s. Blue: Founders’ Day Celebration Light blue: Lead time for preparation of the day of display and gathering of competition data. Yellow: Day of Press conference with Deepika Padukone Light yellow: Lead time for inviting the press and media houses along with promotions. Purple: Clearance Sale Period Light purple: Preparations and gathering the sale products and arranging it accordingly. Green: New Product Launch Light green: Lead time for promotions and in-house changes of the store. Red: Meet and Greet with Micheal Jordon by MAD Light red: Lead time for arrangement and coordinating with MAD and Micheal Jordon’s schedule.
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