[精选]NIKE营销策划案.pptx

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1、RETAILTHEATRE:BRINGINGTHEBRANDTOLIFENIKE:WHOAREWE?WHOAREWE?:Startedin1962with$500BasedonahandshakebetweentwomenAimtomakerunningshoessuitableforrunnersNowhasrevenuesof$11billionOperatesin160countrieswith24,300employeesBrandsincludingNike,ConverseandColeHann”IfYouHaveaBodyYouAreAnAthlete”nNIKETOWNLOND

2、ON:WHATDOWEDO?Opened1999byMichaelJordanApprox3millionvisitorsperyear68,000sqftoverfourfloorsRunningclub–200perweekattend160,000unitsofstock260staff1in5throughthedoorleavewithapurchaseOurmissionstatement:DeliverpremiumconsumerexperiencesateverytouchpointNIKETOWNLONDON:WHYDOWECREATETHEATRE?WHYDOWECREA

3、TETHEATRE?:Createadestination–drivefootfallTelltheBrandstoryBetterunderstandingoftheBrandEncourageloyaltyEncourageperformanceRETAILTHEATRE:HOWDOWEDOIT?HOWDOWEDOIT?:Instore-communicationHOWDOWEDOIT?:Useathletesas‘heroes’HOWDOWEDOIT?:Attract&engagethroughvisualsHOWDOWEDOIT?:MaketheStoreaninteractiveex

4、perienceHOWDOWEDOIT?:MaketheStore‘live’througheventsHOWDOWEDOIT?:RememberthemissionRETAILTHEATRE:ISTHATENOUGH?HOWDOWEDOIT?:OurpeoplearetruetothebrandBRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?WHATWOULDWEDO?:Knowour‘market’WHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsWHATWOULDWEDO?:Knowour‘market’Unde

5、rstandtheirneedsKnowthecompetitionWHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsKnowthecompetitionUnderstandyourpointofdifferencebyColinTrask,contributor*• 03Jan2006Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosej

6、obsourselves,andseemhappytodoit.Therearefewareasofoureconomythathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedonto

7、adesiretoservehimself?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustome