Nike uses an integrated marketing communications campaign to promote its Nike+ product line. The campaign utilizes multiple channels including advertising, sales promotions, direct marketing, interactive marketing, public relations, event marketing, and viral marketing. The goal is to reach a broad range of running consumers and drive traffic to the Nike+ website. The campaign leverages Nike's partnership with Apple and involvement in charity races to create an emotional connection with customers. Evaluation of the campaign shows increased spending, unit sales, and audience growth for Nike+.

1. NIKE plus
20114109 Chanwook Jun
20113818 Joonyoung Kim
20114168 Kyuwan Choi
20113969 Jungwook Eom
20114257 Meherun

2. Company Overview
History & Heritage of NIKE
1950s 1960s 1970s 1980s 1990s 2000s
IPO

3. Product Overview
What is NIKE+ ?

4. Competitor Analysis
Global Market Share and Direct Competitor
Global Market Share
Converse K-Swiss
ASICS
Skechers
4% 2%
5% NIKE+ miCoach
5%
New • Exclusively for Nike • Any digital music player
Nike
Balancce shoes and iPods and any shoes
31%
6%
• Nike+ iPod Sport Kit • miCoach Pacer package
Reebok ($29.00) ($139.00)
6%
• Voice Coaching • Real time Voice Coaching
Puma
Adidas
Others (Distance-based) (Time-Based)
7%
16%
18% • The website acts like • Scientific Analysis
SNS, mixed with through heart rate monitor
Facebook and Twitter
To help people exercise their workouts in terms of
training data and coaching
Adidas entered
the wearable sensor market ⇒Simple and ⇒More expensive model for
inexpensive model a serious runner
to compete with NIKE for a casual runner

5. Targeting
Targets the customer
who wants to have shoes with high ability and smart
Smart
Previous shoes
Uncomfortable and Comfortable and
inexpensive
B A C expensive
D
E
Basic

6. Positioning
Pursues a disruptive positioning strategy
instead of a traditional positioning strategy
Traditional Positioning Disruptive Positioning
Shoes Category
Attribute 2
Attribute 2
Adidas
Under New
Armour Balance
Adidas
Attribute 1 Attribute 1

7. NIKE+ Situation
S
• Innovative features
W
• Broaden any types of runners
• Sufficient funds and resources for core • Limited product selection
running area • Need to improve recognition
• Success of previous AD campaigns
• Strong brand image
• Good quality
NIKE +
SWOT
• Diversify the revenue of division
• Opportunity to reach a broad range of
• Increased Competition (making similar
consumers through running and
sues)
innovative technology with improving
• Changing taste
running experience
• Partnership with apple
O T

8. IMC Campaign Analysis
Specific Objective: To reach a broad range of consumer
across various segments within the running industry
Purpose for their achievement
• To drive traffic to the website to gain basic demographic information and collect c
onsumer email addresses.
• To use the data for the specific targeted ads that might even vary across all Nike
products depending on the consumer.
Tool
• Advertising, Sales Promotion, Direct Marketing Program, Internet/Interactive, PR
, Event Marketing and Sponsorship, Viral Marketing

9. Advertisement
Objectives
• Normal people who are not celebrities
• Running and fitness components of the product, technological advantages of
their product, relationship with Apple and iPod.
• Upcoming Nike+ Event : Nike+ Human Race 10K
Strategies
• Transformation
• By suggesting the type of experiences consumers might have when they
consume the product or service
• Emotional balance
• Pride, Achievement, Ambition and Actualization were attached with Nike+
products and also being kind by joining the charity race
Tools: TV commercials, print media, radio advertisements and internet banner ads

10. Sales Promotion
Lack of sales promotion
Strategy
Push Promotion Pull Promotion
Discount on old models Human Race 10K

11. Direct Marketing
Both Nike and Apple send “e-mails” to customers from their databases
• Collaboration ADs with another strong branded product, such as Apple
• The multiple synergies between Nike and Apple
• Unique mail by only Nike+

12. Internet/Interactive Strategy
The most utilized component of the Nike+ IMC media mix
• Relationship with Apple.
• Highly interactive and customizable by Nike+ and iTunes
• Information about marathon and racing events on Nike+ website
• Internet banner ads to advertise Nike+ products.

13. Internet/Interactive Strategy
+
Internet banner ADs Nike+
Premium
Consumer
Product + Content + Community =
Experience

14. Public Relation Programs
Collaboration with three renowned charity organizations.
• Charitable component to their Nike+ IMC through the Human Race 10k.
• Involvement of the participants with the charitable decision.

15. Event Marketing
Nike+ Human Race 10K
• Large global event that have attracted over millions of runners world wide
• New ways to compete and race, courses through legendary landmarks, each
ending with a headlining musical act
• Brought an entirely new running experience to consumers
• Involvement of core target was maximized by integrated communication
strategies including on/off-line media exposures.

16. Viral Marketing
• Creates buzz by viral marketing with websites, such as YouTube and Facebook
• Implements word of mouth through events and campaigns
• Video clips were taken on various forms such as TV commercials, consumer
how to videos, and product reviews
“Nike + Men vs Women Challenges”

17. Evaluation
Advertisement
viral Sales
promotion
Nike runners
Discount, Event
Apple
Event NIKE Website
Registration E-mail Customer data
DM
Partnership Nike iPod kit
With charity
PR organization
Interactive
Strategy
1. Increased in demand to spend in marketing for overall NIKE+
2. Increased growth in unit sales
3. Increased audience (Audience: Subscribers, registered people)

18. Recommendation
Viral Marketing
 Engaged more in social network activities
Event Marketing
 Division of the event based on the age
Ex) Teenagers, Middle age, Seniors
 International Competition among the winner of the events
(Nike+ World Cup)
 In event advertising, try to focus more on product
Other
 Partnership with the game producer