E-BUSINESS

GUSTAVO BEZERRACORNELIA BOTTKEIVAN MALENICAEDWARD-JO BOVY

BUSINESS MODEL CANVAS – NIKE INC.

KEY PARTNERS

•APPLE INC•FACEBOOK•MICROSOFT•MV AGUSTA•INSTAGRAM•GOOGLE•EA SPORTS•LIVESTRONG•TOMTOM•BOEX•DUPONT

KEY ACTIVITIES

•INNOVATIVE PRODUCT DESIGN•VOLUME MANUFACTURING•DISTINCTIVE MARKETING•EFFECTIVE IT•DISTINCTIVE R&D•TIGHT FINANCIAL CONTROLS•PERIODIC EMPLOYEE TRAINING

VALUE PROPOSITIONS

CUSTOMER RELATIONSHIPS

NIKE.COMINSIDE.NIKE.COM (ONLINE BLOG)

CUSTOMER SEGMENTS

•ATHLETES•MEN•WOMEN•CHILDREN

KEY RESOURCES

•EFFICIENT EMPLOYEES•STRATEGIC MARKETING INNOVATIONS•DISTRIBUTION NETWORK•INTEGRATED RESEARCH LABORATORIES•REPUTATION IN INDUSTRY

CHANNELS

•RETAIL STORES•INDEPENDENT DISTRIBUTORS•LICENSEES•WEBSITE (NIKESTORE.COM)

COST STRUCTURE

•HEAVY INVESTMENT IN R&D + MARKETING•LOW MANUFACTURING, LABOUR & MATERIAL COST (OUTSOURCING)•LOW DISTRIBUTION COST DUE TO DISTRIBUTION CAPABILITY

REVENUE STREAMS

• FOOTWEAR• APPAREL• EQUIPMENT

PROVIDE THE MOST

EFFICIENT PRODUCTS TO

FOSTER THE BEST

POSSIBLE PERFORMANCE IN

ATHLETES

TARGET GROUPS

MEN/SPORTSMEN WOMEN/SPORTSWOMEN

CHILDREN/TEENS

• FOOTBALL, BASKETBALL, RUNNING• SPORT-CENTRIC• MIDDLE/UPPER CLASS• QUALITY ORIENTATED• HIGHLY BRAND LOYAL• 21-55 YEARS

•SOFTBALL, YOGA, RUNNING•SPORT-CENTRIC•MIDDLE/UPPER CLASS•QUALITY ORIENTATED• HIGHLY BRAND LOYAL•21-55 YEARS

• STATUS ORIENTATED (SHOW OFF)• HIGHLY BRAND AWARE• INDIVIDUAL•8-21 YEARS

BRAND POSITIONING: ESTABLISH A STRUCTURE OF FEATURES, FUNCTIONAL AND EMOTIONALLY BENEFITING PRODUCTS

REACHING TARGET GROUP

SOCIAL MEDIA MARKETING• INSTAGRAM, FACEBOOK, TWITTER• LONG-TERM ENGAGEMENT, TIGHTER

RELATIONSHIPS

CELEBRITY ENDORSEMENT• RONALDO, RONALDHINO, ROBERTO CARLOS,

TIGER WOODS• BUILD UP PRODUCT INTIMACY, ENFORCE

BRAND AWARENESS

CAMPAIGNS• SECRET TOURNAMENT, JUST DO IT• REASSURING CONSUMERS, BEING CLOSE

TO ITS COMMUNITIES

MARKETING FUNNEL

AWARENESS – ONLINE SEARCH, SPORTS RELATED WEBSITE AND BLOGS, SPONSORSHIPS

CONSIDERATION – ONLINE SEARCH , USER’S REVIEWS, COMMENTS

PREFERENCE – YOUTUBE VIDEOS, SOCIAL NETWORKS, SPORTS WEBPAGES

ACTION – ON-LINE SALES, IN-STORE SALES, CUSTOMIZATIONS ATTEMPT,

LOYALTY – CUSTOMIZED UP-SELLING, SOCIAL NETWORK FRIENDING, SECOND PURCHASE, QUANTITY PURCHASE

ADVOCACY - SOCIAL BUZZ, REVIEWS, “LIKES

SEARCH

GOAL:-VISIBILITY- GENERATING MORE CUSTOMERS

STRATEGIC ACTIONS

THEY HAVE A VERY GOOD SEO WHICH AFFECTS THE VISIBILITY OF THEIR WEBSITE IN SEARCH ENGINE

FREQUENCYDAILY

ANALYSIS MEMBERS OF

THE MARKETING

TEAM

E-MAIL

GOAL:-KEEP CUSTOMERS AWARE OF THE LATEST NEW : PROMOTION, NEW PRODUCTS,…

STRATEGIC ACTIONS

SENDING NEWSLETTER SENDING INFORMATION RELATED TO CUSTOMER INTEREST..

FREQUENCYDAILY

CAMPAIGN

PUBLICITY

GOAL:BRANDING EXPOSER

STRATEGIC ACTIONS:

-MOBILE CAMPAIGN-VIRAL VIDEOS CAMPAIGN -USING FAMOUS PEOPLE-SPONSORING

FREQUENCYCAMPAIGN FREQUENCIES DEPEND ON THEIR IMPORTANCE

ADVERTISING

GOAL:GENERATE

MORE ATTRACTION

INCREASE SALES

STRATEGIC ACTIONS

ADVERTISING OF CAMPAIGNEX: “JUST DO IT”, MOBILE CAMPAIGN

FREQUENCYAT LEAST ONE

A MONTH THEY COME UP WITH A NEW BIG

ADVERTISING

SOCIAL

GOAL:BEING SEEN AND FOLLOW BY PEOPLEGET INVOLVED IN CUSTOMER EVERY DAY LIFESTRATEGIC ACTIONSSHOWING THEIR CAMPAIGNBROADCASTING VIRAL VIDEO=>FACEBOOK, TWITTER, NIKE+

SEQUENCESSEVERAL POST

PER DAY

ONLINE STRATEGY

GLOBAL CHART

MAJOR FINDINGS

NIKE UNDERSTANDS THEIR TARGET AND THE INTERNET. THE COMPANY DIDN’T STOPONLY IN THEIR GREAT WEBSITE, BOUT ALSO DEVELOPED A COMPLEX NETWORK OF SITES THAT ALLOWS THEM TO GIVE EACH OF THEIR PRODUCTS TO HAVE AN ONLINE PRESENCE.

IT IS IMPORTANT FOR A COMPANY THAT SELLS PRODUCTS TO THE CONSUMERS NOWADAYS TO DEVELOP A DIVERSE BODY OF INTERNET MARKETING CAMPAINGS THATPIVOT ON WELL DESIGNED PRODUCT-CENTRIC SITES, NOT COMPANY-CENTRIC ONES.