Nike IMC campaign

Pravin ReddyPrachi PawaiyaHarman SinghDinkar VaidAshwin NamburiShriya Chourasia

SITUATIONGlobal Sales Diclined -From $1,067million – 1986 -to $877million - 1987.Failed to tap on the Aerobics boom.Trailing behind Reebok in early 1980s.To break any similarities with Reebok -Nike began promoting its shoes as fashion accessories.

OBJECTIVE

• To become an iconic brand.• Represent sneakers as a fashion statement. • Compete with reebok.• Regain market leadership in sports footwear and

apparel business.• Target all American regardless of age, gender or

physical fitness level.• Nike to be worn as a fashion statement, not just as

fitness gear.• Attract customers and promote the image of Nike as

being reliable.

STRATEGY

• Focus not only on product but also on people wearing it.

• Quality Brand – Engaged Michael Jordan, BO Jackson, John McEnroe.

• Capture corporate philosophy. - Grit - Determination - Passion• Take-No-Prisoners ad Campaign.

MERCHANDISE

BILLBOARDS

COMMUNICATION

PRINTMEDIA

GUERRILLA MARKETING

ROMI• Cost involved $ 1 billion per year i.e., around $17,000,000,000 (10.6 billion pounds) which is recorded as one of the highest advertising campaign’s of 20th century after coco cola (12.9 billion pounds).• They spent $300 million on overseas advertising, most of were on just do it campaign.• Shares of domestic sports shoes business increased from 18%-43%.• Sales worldwide was increased from $877million - $9.2billion.•Nike rose higher & faster than any other co. in 90s.

  1990 1989 1988 1987 1986FootwearBasketball 477.3 414.6 287.3 178 -Fitness 351.9 237.8 129 92.5 -Running 233.1 202.6 177.9 123.8 -Racquet 104.4 58.4 60.7 38.5 -Other 202.2 153.2 102.6 77.2 -Non-athletic 120.5 87.3 - - -

 Total Footwear 1,489.4 1,153.9 757.5 510 649.5 Apparel 266.1 208.2 142.9 130.7 164.6Athletic Equipment -  - - 9 2.5

Total US 1,755.5 1,362.1 900.4 641.6 816.6

  1990 1989 1988 1987 1986Foreign          Europe 334.3 241.4 233.4 191.4 166.3Japan - - - - 42.4Canada 92.1 52.2 31.5 20.3 22.9Other 53.3 55.1 38.1 24.1 21.1

Total Foreign 479.7 348.7 303 235.8 252.7 Total NIKE 2,235.2 1,710.8 1,203.4 877.4 1,069.3

They Just Not Do It But

They Did It