Nike耐克公司英文介绍PPT_精品.pptVIP

TACTICS Create advertisements that showcase Nike’s female shoes by featuring professional athletes and non-celebrity females who use Nike products Develop a shoe named for a celebrity female athlete, such as Mia Hamm, comparable to Air Jordan’s Actively pursue more female athletes for endorsements and advertisements by extending competitive contract offers * EVALUATION Measure growth of domestic shoe sales at six month intervals Separately record sales of mid-priced shoes and women’s shoes * QUESTIONS? * * 3 Month Stock Performance * JUST DO IT * NIKE A Public Relations Approach * Robert Albright Jessica Joye Suzanne Little Matt Minchew Jason Waller Megan Wilson * Mission Statement To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services for Nike * What Nike Does Create authentic athletic footwear, apparel, equipment and accessories for sports and fitness enthusiasts Through subsidiaries, design and sell a line of men’s and women’s dress and casual shoes and accessories * Principle Products Began with long distance running shoes in 1963 Past 17 years: Air Jordan basketball shoes Wide range of shoes, apparel and equipment * “Our Heroes” Michael Jordan Tiger Woods Michael Johnson Mia Hamm Celebrity endorsements lend credibility and notoriety to products /story/hero_1.shtml ????????????????????????????? * Financial Indicator “A growth company that has not grown” Impact of specific products (Air Jordans, teenage market) 3 Month Stock Performance * Brand and Logos The “Swoosh” only cost $35 Memorable, simple in form, workable in all sizes, invokes a strong signal * Nike Dominance * Athletic Shoe Market Share, 2000 * STRENGTHS Strong and meaningful response to labor criticisms High quality products and good overall reputation Phil Knight’s management and leadership Brand recognition and effective marketing * WEAKNESSES Poor communication of labor practices