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MARKETING COMMUNICATION

“RED BLUE GREEN” CAMPAIGN

NIKE FOOTBALL: WORLD CUP 2010 SOUTH AFRICA

MARKETING MANAGEMENT CASE STUDY

INSTRUCTOR – PROF. KRISHANU RAKSHIT

GROUP MEMBERS-

AKASH BATRA
AKSHIT TRIPATHI
ANUSHKA
JAYA UPADHYAY
PARTH OMPRAKASH DAYAMA
SHANTANU WALI
UTKARSH THAKUR
YATIN CHOUDHARY
MISSION
Use innovative communication channels to create deep consumer relationships, fostering long term
loyalty for Nike by leveraging our innovative and sustainable products.

MARKET
Nike aims to target 16 to 18 years old football obsessed teens invoking their aspirations of being
“World Winners”.

MESSAGE
 Introducing the new Nike Mercurial Superfly II which offers superior stability and traction.
 Exhibit the perfect combination of innovation, performance and aesthetics of Nike products.
 Focus on enablement innovation that would help the FOT to become a better player
 Nike is a brand that listens to its users and incorporates their feedback into its product
 Nike wants to give back to the society and cares about the environment

MEDIA

 Advertisement -
 TV advertisement campaign “The Dream” which would be shown before the match -
Attempt to sponsor Chris Wood (New Zealand), one of the youngest player (18 years
old) in World Cup 2010. In the advertisement, he wears Nike Mercurial Vapor
Superfly II which are visible as he stretches his socks before entering the field where
all the professional players of national teams are standing. He goes and stand with
his team before national anthem starts. The background is filled with loud music,
beats of drums and sound of cheering crowd. The ad ends with the Nike swoosh and
redirects the user online to NF+/Youtube where they can see the whole ad.
 Youtube and Nike Football Video Series “World Winners” to showcase the
performance advantages that each of the silos provide for different kinds of players
 “In the Blood” Youtube campaign for Nike Red Football Socks and Shoelaces.
 On field shoes - So that visibility and awareness of new launches are created.
 Football Tifo - Offer World Cup Finals sponsorship (stadium ticket along with Red or White
colored T-shirts) to a bunch of fans (5000) to create a tifo which reads (NIKE)RED (in red color
with white background). This is aimed to generate awareness among 3 billion people about
the partnership of Nike with RED to invest in HIV/AIDS intervention, education and
treatment

 Infomercial - on NikeFootball.com and Youtube as sport equipment buyers are high


involvement customers. The Infomercial will show the history of Nike, how production and
innovation take place at Nike and the products are made to enhance performance of users,
previous era defining innovations by Nike in sport goods. Similar information will be
provided on Info booklets that will be made available at stores and online for people who
wants to read about Nike.

 Interview/Conference professionals (sponsored) in which they will say new Nike products
enhanced their performance.
 New Jersey inner line tags will have Green Nike Considered printed on it.
 100 Nike Bootcamps to be organized across South Africa for 15-19 year olds. These
Bootcamps will last 4 weeks and will be held on the weekends on school grounds which will
be leased for the period. The event will be a huge opportunity to enter the Evoke set for
these teens. The best performers in the boot camp will be offered tickets to the finals of the
World Cup (as part of Football Tifo) along with complete NF+ access. This will also be
integrated with the content present on NF+.
 Bootcamps will be integrated with the AIDS awareness campaign as we’ll have access to
5000 teens across SA.
 #TagAGoal twitter campaign in which the best tagline for each goal in the World Cup would
win a pair of New Nike Mercurial Superfly II.
 Digital Media
 Nikefootball.com - The primary portal for D2C delivery of boots, apparel and all
things Nike. Also offers certain limited edition products like (RED) socks.
 NikeFootball+ - Freemium model - A web and mobile based application which is the
extension of NF. This portal will have a training tips, videos featuring football stars
running drills and a personalized training tracker, each customized for a player
belonging to a silo. Coaches will be able to access premium content for a nominal
fee which will have teaching aids and advanced exercises. This fee will be waived on
buying a Nike product above a certain cost. NF+ will also have a user generated
section primarily dedicated to videos (but with nested comment feature and a
section for long notes) where Nike can start rebuilding a community.

 To attract FOTs to the platform we would offer a chance to be mentored by a


world class coach (through the many league teams we sponsor) in the weeks
leading up to the World Cup. The users can upload a 5-minute video showcasing
their skills. The coaches will select the top 250 who will participate in a day long
camp at the end of which 50 will be selected to be mentored and possibly join the
U17 teams of some of these clubs.

 Online catalogs - Using online influencers to introduce the new products and present
current products to teens and create some buzz.
 Social Networks - Produce Facebook & MySpace widget for official Nike interactive
page. Regional interaction forums on these websites based on language for FOTs.

 Use sponsored players and teams, and leverage them to promote


interaction on social media. An example would be an AMA with a team or a
player on the official Nike Football page.
 NIKE RED awareness programme on Facebook & MySpace
 Websites - Goal.com- one of the most famous football. Nike Advertisement on the
website.
 Blogs - collaborate with sport content creators for reviews of new Nike products
including New Jerseys.
 Gaming - collaborate with EA Sports to add Nike Content on EA Sports FIFA World
Cup 2010
 Live watching events at places with Nike themed decorations
 Retail Stores - World Cup Themed Retail stores decoration with “The Dream” standees.
Promotional events including Premium Nike Football+ with each pair of cleats purchased.
 Consumer and Trade Promotion and trade communication (display advertisement at non-
exclusive stores + slot allowances for new Nike products on non-exclusive stores)

MONEY- how much money will be spent on the campaign?


 We can expect the advertising budget to be $125 million (Calculation for maximum budget
Appendix 1).

MEASUREMENT

 Region-wise sales & revenues increase


 Change in number of sales at each Nike owned retail outlet
 Awareness of each Nike silo (measured through customer surveys)
 Number of times a target customer viewed our campaigns/ day (customer surveys)
 Customer attitudes towards Nike (customer surveys)
 No. of subscriptions to NF+
 Like/retweets/shares/comments on posts by Nike- owned social media accounts
 Engagement with Nike (number of twitter hashtag/ user comments of FB)
 Media hits overall
 Difference awareness (HIV/AIDS) survey before and after the campaign
 Online views on advertisement and infomercial campaigns
 Click-through rate (number of people clicking on a particular ad)
 Number of people attending Nike-sponsored events
Image Source-

http://dearsportsfan.com/cristiano-ronaldo-520-posing-stance-in-a-free-kick-at-the-euro-2012/

https://www.iconsdb.com/black-icons/nike-icon.html

Reference – Dojan, R.J, Integrated Marketing Communications (HBR)

Appendix 1- Nike football revenue 1994 - $40 million to 2008 - $1 billion


 CAGR - 26%, however the current CAGR would be lower so using only last 2 years data we
can see CAGR is around 8%
 Assuming similar CAGR we can expect a revenue of $1.16 billion in 2010. However, Adidas
had seen a 70% jump in revenue during the last world cup in 2006. Thus, we can
approximate a 15% increase in revenue ($1.25 billion)
From the given data we can see that Nike spends about 10-12% of its sales on advertising so we can
expect the advertising budget to be $125

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