marketing campaign for nike
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AMANDA HALL
HALEY HIGGINS
ALEX LANGFORD
GRACE NOWSTRUP
AUSTIN WYBLE
Just Research It.
MARKETING RESEARCH 323
SECTION 934
GROUP 1
APRIL 22, 2014
NIKE
Introduction
“In your opinion, what are the top athletic brands that you see advertised on social media?”
“If Nike were to try to reach you as a consumer, which way would you prefer to be contacted?”
Research Questions
Presence on Social Media
FacebookTwitter
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Nike
Adidas
Under Armour
Nike
Adidas
Under Armour
Nike, Adidas and Under Armour’s Social Media Presence
on Facebook, Twitter, and Instagram represents Nike’s
dominance in all categories.
Brand Recognition Frequency on Social Media
Statistics Athletic brands
on SM CATA-
Nike
Athletic brands
on SM CATA-
Under Armour
Athletic brands
on SM CATA-
Adidas
Athletic brands
on SM CATA-
Puma
Athletic brands
on SM CATA-
Lulu Lemon
Athletic
brands on SM
CATA-Other
NValid 72 72 72 72 72 72
Missing 0 0 0 0 0 0
Mean .86 .35 .25 .04 .24 .08
Median 1.00 .00 .00 .00 .00 .00
Mode 1 0 0 0 0 0
Std. Dev .348 .479 .436 .201 .428 .278
Range 1 1 1 1 1 1
Minimum 0 0 0 0 0 0
Maximum 1 1 1 1 1 1
What athletic brands do you see advertised most frequently on social
media? 86% said Nike, with a dramatic drop
to only 35% selecting Under Armour, and less than 25% each said Adidas or Lululemon. The
remaining two answer choices were Puma, at 4%, and Other at 8%.
grace
Tabulation Table Data
As stated in the tabulation table, a positive product and brand
awareness of Nike was mentioned by 100% of the participants, a total
of 13 times, which portrays the success of Nike’s marketing efforts.
grace
Themes Passages Documents (Participants)
Brand/product awareness of Nike - positive - email [II,A,2] 13 6Purpose of Nike Purchase - Stylish [VIII,C] 9 5
Preferred Method of contact from brand - Email [XII,A] 9 6
Nike on Social Media - Positive - Advertise new products [IV,A,2] 7 4
Brands people follow on social media - Nike [X,A] 6 4Brands people follow on social media - other [X,B] 6 4Brands people follow on social media - none [X,C] 6 5
Purpose of Nike Purchase - Functionality - Workout [VIII,A,1] 5 3
Perception of eco friendly Nike Products - Irrelevant [IX,A] 5 4Perception towards celebrity endorsers - indifferent; don’t care
[VI,C,1] 5 5
Perception towards celebrity endorsers - negative; poor PR [VI,B,1] 4 3
Personal effort to research products - follow up; social media [VII,A,1] 4 3
Top Brand on Social Media - Nike [XI,A] 3 3Perception towards celebrity endorsers - positive; inspiration of
advertisement [VI,A,2] 3 2
Personal effort to research products- follow up; website [VII,A,2] 3 3
Personal effort to research products- no follow up; TV commercial [VII,B,1] 3 3
Perceptions of Nike Advertisements - Positive - Coupons [III,A,2] 3 2
Nike’s Prominence on Social Media
Participants were asked to rank how strongly they agreed with this statement:“Nike is the number one athletic brand on social media.”
An overwhelming 93% had a positive response, agreeing with the statement (chose a number between or including 5 and 10).
Frequency Percent Valid Percent Cumulative Percent
Valid
.00 2 2.8 3.0 3.0
2.00 2 2.8 3.0 6.0
3.00 1 1.4 1.5 7.5
5.00 11 15.3 16.4 23.9
6.00 5 6.9 7.5 31.3
7.00 11 15.3 16.4 47.8
8.00 14 19.4 20.9 68.7
9.00 7 9.7 10.4 79.1
10.00 14 19.4 20.9 100.0
Total 67 93.1 100.0 Missing System 5 6.9 Total 72 100.0
grace
Themes Passages Documents (Participants)
Brand/product awareness of Nike - positive - email [II,A,2] 13 6Purpose of Nike Purchase - Stylish [VIII,C] 9 5
Preferred Method of contact from brand - Email [XII,A] 9 6
Nike on Social Media - Positive - Advertise new products [IV,A,2] 7 4
Brands people follow on social media - Nike [X,A] 6 4Brands people follow on social media - other [X,B] 6 4Brands people follow on social media - none [X,C] 6 5
Purpose of Nike Purchase - Functionality - Workout [VIII,A,1] 5 3
Perception of eco friendly Nike Products - Irrelevant [IX,A] 5 4Perception towards celebrity endorsers - indifferent; don’t care
[VI,C,1] 5 5
Perception towards celebrity endorsers - negative; poor PR [VI,B,1] 4 3
Personal effort to research products - follow up; social media [VII,A,1] 4 3
Top Brand on Social Media - Nike [XI,A] 3 3Perception towards celebrity endorsers - positive; inspiration of
advertisement [VI,A,2] 3 2
Personal effort to research products- follow up; website [VII,A,2] 3 3
Personal effort to research products- no follow up; TV commercial [VII,B,1] 3 3
Perceptions of Nike Advertisements - Positive - Coupons [III,A,2] 3 2
Customer’s Preferred Method of Contact
As stated in the tabulation table, 100% of the focus group
participants stated that their preferred method of contact from Nike was email, when choosing
between Facebook, Twitter, Instagram, Email, or Other.
One of the focus group participants stated, “If it’s coming directly to my email, I am more likely to trust it than a message on
Twitter, for example.”
Another participant stated, “Email is definitely my preferred way to be contacted by a company. If it’s on social media, I tend to overlook it, but if it’s on my email, I’ll at
least check it out.”
grace
Question 2: After an initial product purchase, what aspects/factors of follow up advertisements on social media websites, such as Facebook, affect your decision to purchase another product from that same brand?
Question 1: What aspects of Nike make you want to follow them on Twitter or like them on Facebook?
Research Questions
Unattractive Ads:
1. When trying to sell directly 2. Pop-ups3. Used only to grab attention
73.6% of people dislike Social Media Ads and 33.3% never click on them.
Emotional Appeals
…Over Email.
Email was most popular contact method among focus group participants.
FLASH SALES!!• 24 hrs• 25% – 50% off select items• Starts with Social Media• Available to email subscribers only•Random!
Philanthropy
Millennials:• 84% support a positive impact over professional recognition• 92% believe profit should not be the only measure of a company’s success
“Texas A&M is sponsored by Adidas. If you could change the school’s sporting affiliation to be partnered with Nike, how likely would you be to change it and why?”
“What products do you believe are promoted best by Nike on social media?”
alex
Research Questions
Correlations
Recognize
brands in media
Purchase after
media exposure
Recognize brands in media
Pearson Correlation 1 -.196
Sig. (2-tailed) .104
N 71 70
Purchase after media
exposure
Pearson Correlation -.196 1
Sig. (2-tailed) .104
N 70 70
“Significantly higher susceptibility to celebrity endorsements for younger participants (i.e., 13–17 years) compared with older participants (i.e., older than 17 years).”
Brand Recognition in Social Media
Alex??
Nike’s Followers
Though Nike’s presence dominates other athletic brands on social media outlets:
Of the 67 students that participated in the survey, only 11.94% said that they like/follow
Nike on social media. The other 88.06% said they did not.
59
alex
Facebook Twitter Instagram Pinterest0
2
4
6
8
10
12
10
53
1
# of students who follow Nike on social media outlets
# of students
Nike’s Followers
alex
Is the lack of followers caused by what Nike promotes on their social media sites?
1/3 of Nike’s photos posted on Instagram and a majority of their posts on Facebook are of athletic shoes.
alex
When given a choice of 4 advertisements by Nike, 2 out of the top 3 choices picked most had Nike shoes in the picture. The photo that
was chosen least, with only 2 out of 57 participants selecting it, did not contain shoes in the advertisement at all.
alex
Tabulation Themes from Focus Group
alex
School Affiliation
Change University Affiliation to Nike
%
Very Unlikely 5.6%
Unlikely 12.5%
Undecided 14%
Likely 19%
Very Likely 13.9%
“Currently, Nike sponsors the most schools in the country, including 81
different schools.”
alex
Tabulation Themes from Focus Group
alex
Question 1: What type of content from athletic/fitness brands are you interested in seeing on the various social media outlets?
amanda
Redefined Research Question
• Secondary Sources
• Primary Exploratory – Focus Group- Functionality, Comfort, Style
• Primary Descriptive – Online Survey
amanda
Sources
• Style
•Female v.s. Male
amanda
Analysis
Group Statistics
Gender N Mean Std. Deviation Std. Error Mean
Influence of purchase
theme-Functionality
Male 11 4.91 1.514 .456
Female 44 5.41 1.282 .193
Influence of purchase
theme-Comfort
Male 11 5.00 1.483 .447
Female 44 5.86 1.091 .164
Influence of purchase
theme-Style
Male 11 5.18 1.079 .325
Female 44 5.91 1.158 .175
• Recommendations
Question 2: What aspects of an athletic/fitness company’s manufacturing process attract or repel from following them on social media?
amanda
Redefined Research Question
•Environmentally Friendly Focus
•Secondary Sources-Growing importance of going green
•Primary Exploratory – Focus Group-One participant & their justification
amanda
Sources
•Primary Descriptive – Online Survey
-Like/Dislike -Influence on Purchase
amanda
Sources cont. & Analysis
•Primary Descriptive – Online Survey - Correlation between Like/Dislike & Influence on
Purchase
amanda
Analysis
Correlations
Like/Dislike of
Nike eco-
friendly
processes
Eco-friendly
qualities
influence
purchase
Like/Dislike of Nike eco-
friendly processes
Pearson Correlation 1 .543**
Sig. (2-tailed)
.000
N 63 63
Eco-friendly qualities
influence purchase
Pearson Correlation .543** 1
Sig. (2-tailed) .000
N 63 63
**. Correlation is significant at the 0.01 level (2-tailed).
•Recommendations
Question 2
Question 1
haley
Research Question
Celebrity Endorsershaley
Celebrity Endorsershaley
“Out of the top eleven endorsers, a grand total of roughly 163.25 million dollars per year. These top five athletes endorsed are Michael Jordan, Tiger Woods, Rafael Nadal, Rory Mcllroy and Derek Jeter respectively; these athletes combined make 110 million dollars a year”
Celebrity Endorsershaley
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