Integrated marketing communication imc- of nike
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Transcript of Integrated marketing communication imc- of nike
IMC - Page 01
BySusovit Kumar
Nandy
IMC of
IMC - Page 02
Introduction
- It founded in 1964 as blue ribbon sports and officially became Nike, Inc. on May 30, 1971
- IMC has allowed Nike to link and integrate their brand to every relevant touch point for the consumer
- World’s leading sports footwear and apparel company
IMC - Page 03
Stages
1970
1980
1990
2000
IMC - Page 04
Nike’s Promotional History
- 1970: BRS begins manufacturing its own products overseas, through subcontractors; the Swoosh trademark and the Nike brand are introduced.
- 1980: Growth Through International Expansion and Aggressive Marketing
- 1990: First Nike Town retail outlet opens in Portland, Oregon
- 2000: Company begins selling its products directly to consumers via its web site
IMC - Page 05
IMC Strategy
- Nike strategy evolves continuously to reflect their target audience
- More emphasis on non traditional forms of media
- Focused on creating more direct interactions with consumers
- Spent 33% TV ads and other traditional media
- Spent 67% on non traditional media (Ad Age)
IMC - Page 06
Strategy
IMC - Page 07
Nike + Human Race
Global 10 km race series participating in 25 global cities:- The idea was to see how many people from
around the world would do a 10,000-meter race, all starting at the same time.
- Advertised as a perfect opportunity to enjoy all that the world has to offer as well as keeping fit and healthy while raising money for charity.
- Over 800,000 runners logged on- Increased consumer interaction by bring
runners together
IMC - Page 08
Sold Human Race gear Raised money for charity
IMC - Page 09
Nike ID Campaign
- Integrated campaign to raise awareness of Nike ID
- Promoted re-launch of the Nike ID website
- Product line that allows consumers to design and purchase custom-made shoes online
IMC - Page 10
Thank you