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Game over ? Nike European Leadership Meeting “Be Bold� Presentation to revive and pioneer within the Kids category through demographic insight and business analysis.


KIDS FOP EMEA BUSINESS

+0.3% $

(undisplayed)

FY02

$

(undisplayed)

FY07


KIDS SPORT FTW+APP MARKET – BIG 5 $9.7 bln

Footwear Total

$9.8bln

Kids Ftw + App


KIDS’ AVG SPEND ON SPORT FTW+APP € 226 – BIG 5 € 185 € 142 € 111

€ 50

€ 43 Avg Adult € 91

Age group Share of Kids market

6%

5%

14%

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

Puma Decathlon

2004

2005

2006


NIKE PERFORMANCE VS MARKET Perc points growth over/below market growth

Market index


FUTURE MARKET DEVELOPMENT – BIG 5 Fight for share of wallet over the next 3 years Population (mln) 2006

10.5

2010 9.5

8.5

Age bracket

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

+21ppt

+$115mln wholesale

+11ppt

+3ppt

“Attract” (Brand Awareness)

“Engage”

“Convert”

(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

Performance

Sport Culture Adult inspired

Kids only


NIKE KIDS FOP ACROSS EMEA – FY06 “Fair” (market based) share of business 20%

+$320mln wholesale

FR

UK

Strat

IB

IT

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.


/CASE_KIDS_FA07_BE_BOLD  

http://intuitivepatterns.com/docs/CASE_KIDS_FA07_BE_BOLD.pdf

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