Nike Talent presents
Nike
is a worldwide company that produces apparel,
footwear, accessory and sports equipment. It mostly designs for athletics, but also
provides casual style for non athletes. Nike has products for
kids, women and men.
In the book As if by Saler, chapter three discussed about the real and non real world. Nike deals more with the non -real world because a perfect world has equality. The real world also has real athletes and that is what Nike has as well. The real world does not have equality,because if it did, people would not be wishing for it and the campaign would not be successful. When the audience feels connect to a story and relate to some of the characters (athlete in this case), it makes them do the same thing and follow their ways.
Wolf discussed enchantment and how people get drawn into a story that is better than reality. Its related to Nike campaigns because they are creating a perfect world of equality. Also, wolf clarify the importance of the four Ps elements in the market. He explained in chapter three that "competition in the market will follow these four elements to convince a customer to buy product" (Zeiser, 2015, p. 36). People are looking for a good product at the best price. The four elements: Product, Place, Price and Promotion is what the society follow. Nike have great products and good reputation, they have been on the market for 54 years. The new collection that Nike made for Equality can be promoting if the marketing plan will be with a good strategy to reach better target audience. The interaction with people will not be so hard since it is a known company. However, shopping online creating a hard competition in the previous years and Nike dealing with it nowadays.
The purpose in this project is to understand what is the storytelling behind Nike. This company supporting athletes that are coming from different background and has a different look. They encourage fight for equality without judging others by the way they look like. Nike made the equality for a reason that people around will be aware and take those athletes as an example of how our society should be behave at the same way.
The purpose in this project is to understand what is the storytelling behind Nike. This company supporting athletes that are coming from different background and has a different look. They encourage fight for equality without judging others by the way they look like. Nike made the equality for a reason that people around will be aware and take those athletes as an example of how our society should be behave at the same way.
Part #1: Story Reference Book
Six college student-athletes that were observed at Reinhardt University wear different Nike products. Each one of them has a unique style to wear those products. They are all coming from different parts of the world. The brand Nike represents (for them) inspiration, motivation and encourages them to work hard. However, Nike is not only about clothes, if one has a body they are defined as an athlete. People should not be judged by their look, gender, or religion. Across the world, the slogan of Just Do it by Nike is defined as determination,
All of the athletes come from different countries. Their style can be wrongfully judged by others. Some people will accept the way they are, while others will see it wrong. There is no right or wrong way of a dress code in the school, however people can be judged anyway.
Another example of video campaign by Nike
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| Different athletes perception on equality in sports |
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| Nike Billboard- Equality Campaign |
Characters: Six college student-athletes coming from different
parts of the world. Three boys and three girls.
Luciano: From Argentina, a Freshman student
Christian: From Columbia, a freshman student
Brandon: From Florida, a senior student
Glauka: From Spain, a sophomore student
Albane: From France, a senior student
Devin Francois: From Louisiana, a junior student
Albane: From France, a senior student
Devin Francois: From Louisiana, a junior student
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| Most Americans online shop https://techcrunch.com/2016/12/19/79-percent-of-americans-now-shop-online-but-its-cost-more-than-convenience-that-sways-them/ |
Pew Research shows that more people are purchasing online instead of in stores. This is due to the competitive pricing that online retailers offer as well as social media marketing and promotions. Customers like students, are trying to save money and time and prefer to shop online. The company is losing customers in the stores and want to convince people to be back to shop outside.
Distribution: The
products will get discounted at the local stores by using the #location on social
media (Instagram)
Advertisement: People will find out on their social media posts and also hear about it from
their friends that get the product discount.
Area: Every Nike
store that get the products directly from the original factory
A strategic planning according to the SWOT matrix:
Strengths: Nike is a global brand with high product quality that can encourage people to go back to the stores and shop outside instead of
ordering stuff online. Nike customers can interact with other people at the store and share opinions about different styles.
Weaknesses: Currency exposure. There is a big competition in the market by those who are offering online deals
compare to the prices in the original stores. Also, there is a big competition with Adidas.
Opportunities:
to create interaction between customers that buy in the stores. The
communication between buyers in the shopping area can be improved. Meeting new
people while shopping can fix the communication that recently decrease because of
online shopping. Interaction be increased through sports events, the more events that Nike sponsors, the more popular the brand can be (Olympics, Super Bowl etc).
Threats: The market for sports products is very competitive. Consumers are looking for a better deal. Attracting people who online shops takes time. Some products are only sold in certain countries, so people order online; that also affects Nike stores. The methods to act and
convince people to be back to the stores need to follow the contemporary fashion that people like. Also, the company should stick to the prices that online websites are
offering.
Convince shoppers to buy Nike products in stores instead of online by offering promotions there are only redeemable in stores. competition in the market with other stores / online shopping vs shopping at the store. The use of social media can help to reach people and convince them to come back and shop in the stores. Social media can be a way to attract buyers and offer them new products that are not online. For a perspective on a competition between Nike to other stores like Adidas, people will prefer to shop in Nike by some of the suggestion bellow,
*Discounts prices
*Better sales compare to other companies in the market
*Improve the signs that direct people to reach the stores (billboards, notes at the outlets / malls)
*Fliers (parking lot, mails box)
*Music could help to get attention of the buyers in the shopping area (the more energetic it will be, the customers will be happy to stay around)
*Coupons with QR codes on to scene and connect to the Nike store.
*Create a app on the smartphone. People will be able to find the products that they need quickly without being lost in the store.
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| Nike dominates the market |
In this project, the goals and the objectives that are planning to be reach are:
- Goal #1: To spread a message that everyone is equal through Nike products.
* Objective I- Only the performance on the field is what makes
the difference.
* Objective II- Connect people together.
- Goal #2: Attract people to come back and shop in the stores instead of online
through social media such as Instagram. Using this app with
adding locations and posting pictures other stories can help to
reach more people. This can be seen in two week. Middle of
May 2018, the customers will start to share on their online
stories the location and what they bought from the Nike store.
* Objective II- Make the customers to be satisfied by offering
them better prices. By next year, the online review of the
customers will be one more star up. The focus of the closet
store to Reinhardt University is the one in Woodstock. The aim
is to bring it up into five stars by May 2019.
* Objective III- To distribute the new collection of equality
quickly. By the end of summer of 2018, the collection of
Nike #equality will be sold out and the sales will increase in
20%.
- Goal #3: To get a better exposure on social media and around the local area that the store located.
By June 2018, people will start to shop more outside
instead of ordering Nike products online.
* Objective II- It can be by the fliers that will go through mail
boxes of the residents around the local store area.
* Objective III- People can heard about it from their friends, co-
workers, family etc.
The focus group of people will be mostly athletes. It can also be relevant for none athletes. The products that the company are trying to market can be for boys and girls above the age of 5 years old. There are products that the company makes for little kids specifically. However, the stores for adults the message that are deliver and the impact from those buyers can be seen more for teenagers and adults. The message that the company writing on their products such as T-Shirts can be more relevant for people that can understand it. Any teenagers from the age of 15+ can drive to the store and make the difference by buying their products. The message that Nike spread on shirt such as the one who have equality on can let people understand the important of accept people in the way they are. Therefore, people who are able to buy it by themselves can be the relevant target audience.
Part #6: Distribution
The distribution consist a video production that present college student athletes who currently studying at Reinhardt University. The video focus on spreading out a message that each of them are unique and special by the way he or she are. They are all different and are coming from different countries across the world, however, they have the sport that connect them to the same goal. Equality campaign like this video helps to understand that people can wear the same brand his Nike, but have their own style for it. The brand and the message that delivered to the students through the products, like a T-Shirt. Do not judge people by the way they look like, for the outside, it might be a different perspective of what they are trying to show in reality. People can get the wrong message. Also, student are dealing with difficulties while they are training or competing, wearing Nike products helps them to give the 100% from their ability and reach their goals. The bottom line is to have a environment where people accept each other no matter how they look like or where they are from. The sports area can be the place to put people together and connect people with each other.
Beside the video, there is also a coupon with a code on it. People can take it to the local Nike store to buy products that they like and get discount of 35% off. It will help to encourage customers to go back to the store and shop in a mall or outlet like in the past, before online shopping was exist.
In addition, this project was to encourage people to go for a race in order to show support in sports and equality. Free T-Shirt will be given for each person that will show up for this race. The winner of the race will get a full package of running shoes, shirt, jacket and a hat of the equality collection by Nike. The flyer that was created is to let others people to know about this event and show the awareness, support and the understanding about this subject.
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| Flyer for the event |
Lastly, an Instagram page its on the app. People who are going to share their #location in the closet store, will get a discount in the store that they are shopping at. The discount can be %10 off, %25 or even %50 off, depends the day and what the store will sale, follow us. Also, Reinhardt students who will post on their Instagram #RUEQUALITY about the event will be in the list for an upcoming international campaign by Nike. Information will be on the main page, check this out.
Watch it! inspiration video
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