Game over ? Nike European Leadership Meeting â€œBe Boldâ€? Presentation to revive and pioneer within the Kids category through demographic insight and business analysis.
KIDS FOP EMEA BUSINESS
KIDS SPORT FTW+APP MARKET – BIG 5 $9.7 bln
Kids Ftw + App
KIDS’ AVG SPEND ON SPORT FTW+APP € 226 – BIG 5 € 185 € 142 € 111
€ 43 Avg Adult € 91
Age group Share of Kids market
Through data analysis, created visibility and understanding about of the market and 18% 30% the size26% showing the opportunity in order to change the organizations perception of the Kids category.
OVERALL MARKET SHARE Nike Adidas
NIKE PERFORMANCE VS MARKET Perc points growth over/below market growth
FUTURE MARKET DEVELOPMENT â€“ BIG 5 Fight for share of wallet over the next 3 years Population (mln) 2006
In 2010 there will be almost 1mln fewer kids in the Big 5 countries
NIKE CONVERSION FUNNEL Conversion from Brand Equity into Brand market share, 12-16 year old, %
+xxppt Lead over Adi
“Attract” (Brand Awareness)
(Brand Coolness) Through
(Market Share) combining quantitative and qualitative market research exposing the weaknesses and strength of the brand, and sizing the revenue opportunity.
Source: TRD Brand Awareness Study and NPD Consumer Panel 12 months to March 06, EMEA Big 5 markets Note (1) Market opportunity in WS using a mark-up of 1.7 @ FY07 budget rate of 1.23
OUR KIDS PORTFOLIO
Sport Culture Adult inspired
NIKE KIDS FOP ACROSS EMEA – FY06 “Fair” (market based) share of business 20%
NE AGSS Ret CEMEA
How do we step up our game? By means of this presentation, we woke up our internal audience and created the call to action and provided leadership resulting in several workshop break-out session for the country management.