integrated marketing - nike fuel bar
TRANSCRIPT
NIKE+FUELBAR
UNLEASH YOUR INNER ATHLETE
2
THE JUST DO IT TEAM
CHRISTOPHEROUDAVANH
JAMES ZHENG
EMMAWANG
EVANMAO
ANOCHAUDOMBUASUWAN
3
•BACKGROUND INFORMATION•POSITIONING PLATFORM•MARKETING STRATEGY•PLAN HIGHLIGHTS
AGENDA
READY TO IGNITEBACKGROUND
#1 IN THE WORLD – SPORTS APPAREL• NIKE US BASED MANUFACTURER FOOTWEAR, APPAREL,
SPORTS EQUIPMENT• $27.8 BILLION IN 2014 (+10% GROWTH)• WORLD WIDE 45+ COUNTRIES
• 2014 FOCUS• LEAD WITH INNOVATION• FOCUS ON THE CONSUMER• BUILD A THRIVING DIGITAL ECOSYSTEM
Source: Nike Form 10-K, 2014
EXPLOSIVE GROWTH FOR NIKE
2010 2011 2012 2013 201405,000
10,00015,00020,00025,00030,000
1832420,117
23,33125,313
27,799
+10%
Source: Nike Form 10-K, 2014
Source: Packaged Facts, Food Bars in the U.S.: Cereal / Granola Bar and Energy / Nutrition Bar Trends, April 2012
WHAT IS GOING ON IN THE INDUSTRY?
21%
35%
44%
CEREAL BARS
GRANOLA BARS
NUTRITION / ENERGY BAR
+16%-0.1%
+4%
Clif Bar
General Mills
Abbott Labs
Atkins
Nestle
23.1%
17%8.7%
8%7.7%
ONLY 2 BRANDS ARE THE MAIN PLAYERS
Kellogg 7.4%Source: Packaged Facts, Food Bars in the U.S.: Cereal / Granola Bar and Energy / Nutrition Bar Trends, April 2012
WHO IS WINNING THE MARKET?
PERFORMANCEDIET
HARD COREATHLETE
LEISURE
PERCEPTUAL MAP: ENERGY BARS ATHLETICISM & PERFORMANCE
• HEALTH: DIETING /PROTEIN/HEALTHY ALTERNATIVE
• NEW NUTRITIONAL PRODUCTS APPEAL
• WOMEN MORE LIKELY TO EAT NUTRITION BARS
• EATING NUTRITION BARS A SIGN OF AFFLUENCE
TRENDS LEADING TO GROWTH
WILL NIKE BE A GOOD PLAYER?
LOW CREDIBILITY IN FOOD PRODUCT
STRENGTHS WEAKNESSES
STRONG BRAND NAME
GOOD PARTNERSHIP
MANY LOYAL CUSTOMERS
BROAD PRODUCT LINES
HIGH INVESTMENT IN NEW RESOURCES
SHOULD WE COMPETE IN THIS MARKET?
NEGATIVE PERCEPTIONS TOWARDS ENERGY BAR
OPPORTUNITIES THREATS
GROWING MARKETFEW STRONG COMPETITORS
HEALTH-CONSCIOUS TREND
CONSUMER LIFESTYLE
BROAD ALTERNATIVE SELECTIONS
OF HEALTHY PRODUCTS
• COMPETITORS ARE NOT REALLY STRONG
YES! ENERGY BARS MARKET IS A GREAT OPPORTUNITY FOR
NIKE
• COSUMERS CONCERN MORE ABOUT FOOD & HEALTH
• MARKET OF ENERGY BARS IS NOW GROWING
READY TO SERVEPOSITIONING PLATFORM
INTRODUCING THE NEWNIKE+
FUELBAR
ACTUAL PRODUCT
CORE PRODUCTConfidence to unleash the inner athlete in
you
ANCILLARY PRODUCT
Fulfill specific energy needs
NikeBrand
Scientifically Formulated
High Quality Ingredients
Portfolio
Of Bars
Tailored to different activities
Pro Athlete
Approved
SatisfactionGuarantee
NutritionalCalculation
And Recording
Nike Community
Trained sales person
In-store &
Online
Connect withNike
Devices
Nike Apps
NIKE+FUELBAR
WHAT IS IT?
CONFIDENCE TO UNLEASH
THE INNER ATHLETE IN YOU
Nike+ FuelBar
Family of energy bars designed for different activities PRODUCT FEATURES
Satisfy specific activities’ nutritional and energy needsFUNCTIONAL BENEFITS
Feel more confident in tackling challenges in my life
EMOTIONAL BENEFITS
Active, assurance, inclusive, understood, all-encompassing
BRAND PERSONA
WHAT IS ITS ESSENCE?
WHO ARE OUR CUSTOMERS?
OUR CUSTOMERS ARE
• The Millennial (18 - 35)• Male & Female• Single / Not Married• Full-time professional• Middle – Upper Middle
Class• Metropolitan area,
U.S.A
DEMOGRAPHIC & GEOGRAPHIC ENERGETIC
PERSONS
ACTIVE LIFESTYLE
HEALTH CONSCIOUS
LOVE EXERCISING
CONFIDENT
EARLY ADOPTERS
GOAL-ORIENTED
LOVE CHALLENGES
BODY BUILDERS
RECREATIONAL USERS
NIKE CUSTOMERSSPORT LOVERS
Source: Simmons OneView, NHCS Adult Study 06 – Month, Spring 2012
TO MILLENNIALS WITH AN ACTIVE LIFESTYLE,NIKE+ FUELBAR IS A FAMILY OF ENERGY BARS THAT FULFILL YOUR ACTIVITIES' ENERGY AND NUTRITIONAL NEEDS.
POSITIONING STATEMENT
READY TO LAUNCHMARKETING STRATEGY
• CREATE A NEW STREAM OF REVENUE– RAPID GROWTH IN SEGMENT
• STRENGTHEN BRAND LOYALTY OF CURRENT CONSUMERS– HIGH INDEX FOR ENERGY BAR CONSUMPTION (132)
• ACHIEVE MARKET SHARE OF 5% IN THE FIRST YEAR – 7TH PLACE
3 KEY BUSINESS OBJECTIVES
Source: Packaged Facts, Food Bars in the U.S.: Cereal / Granola Bar and Energy / Nutrition Bar Trends, April 2012 Source: Simmons OneView, NHCS Adult Study 06 – Month, Spring 2012
3 CONSEQUENT MARKETING OBJECTIVES• SELL $127 MILLION IN REVENUE FOR THE FIRST YEAR– TOTAL MARKET SIZE: $2.52 BILLION
• ACHIEVE 50% OF BRAND AWARENESS IN THE SEGMENT– CLIF AT 75.8%
• ATTAIN PENETRATION RATE OF 50% IN CURRENT NIKE CONSUMERS– ACQUIRE ESTIMATED 45.5 MILLION CUSTOMERS
Source: Packaged Facts, Food Bars in the U.S.: Cereal / Granola Bar and Energy / Nutrition Bar Trends, April 2012
PERFORMANCEDIET
HARD COREATHLETE
LEISURE
PERCEPTUAL MAP: ENERGY BARS ATHLETICISM & PERFORMANCE
A PORTFOLIO OF NIKE+ FUELBAR
Enthusiasm. Joy. Encouragement. Change. Freedom.
Power. Strength. Formality. Professional.
Spiritually. Possibility. Brilliance. Perfection. Bright. Brilliant.
WHY ORANGE BLACK ANDWHITE?
Size Price
68g $1.45
55g $1.60
85g $3.30 $2.99
HOW MUCH TO PAY?
Source: Packaged Facts, Food Bars in the U.S.: Cereal / Granola Bar and Energy / Nutrition Bar Trends, April 2012
• NIKE BRAND IN-LINE STORES (NIKE TOWN)– 33 STORES IN US– BOOTH WITHIN THE STORE
• SPORTING VENUES– GYM AND YOGA STUDIOS• TRIAL STANDS TO START• VENDING MACHINES TO FOLLOW
DISTRIBUTE THROUGH NIKE TOWN & SPORTING VENUES
Source: Nike Form 10-K, 2014
CONSIDERATION• TV + PRINT • PR EVENT
EVALUATION• SEARCH• SPORTS CELEBRITY
ENDORSEMENT
PURCHASE• SAMPLING• COUPON/BUNDLING
BOND & ADVOCATE• SPORTS EVENT
SPONSORSHIP• SOCIAL MEDIA
TARGET 4 STAGES OF CONSUMER JOURNEY
FIRST CONTACT BY TV, MAGAZINE AND PR EVENT
57% NAMED TV AS THE WAY THEY FIRST BECAME AWARE OF THE PRODUCT
21% NAMED MAGAZINE
• PR EVENT34.4% of A18-29
27.9% of A29-35
23% of Men
43% of Women
Source: Packaged Facts, Millenials in the U.S., April 2012
• SEARCH ENGINE IS PRIMARY METHOD TO GATHER INFORMATION (INDEX OF 115)– KEYWORDS: NIKE+ FUELBAR & PERFORMANCE/REVIEW
(BRAND); CLIF (COMPETITOR); ENERGY BAR (GENERIC)
• LEVERAGE ON CURRENT PORTFOLIO OF ENDORSER OF NIKE– TO BUILD AUTHORITY IN THE SEGMENT• Allyson Felix : U.S. Olympian
SEO/SEM CAMPAIGN AND SPORTS CELEBRITY ENDORSEMENT
Source: Simmons OneView, NHCS Adult Study 06 – Month, Spring 2012
• FREE SAMPLES WOULD BE GIVEN DURING CHECKOUT AT NIKE TOWN– YES, YOU GET TO TRY ONE TOO!
• COUPONS– 10% OFF FOR NEXT PURCHASE OF NIKE+
FUELBAR• BUNDLING– 15% OFF IF PURCHASED TOGETHER WITH
OTHER NIKE MERCHANDISE
SAMPLING AT CHECKOUT AND COUPON & BUNDLING TO PUSH SALES
• SPORTS EVENT SPONSORSHIP STRENGTHEN THE BOND– RUNNING: MOST POPULAR SPORTS ACTIVITY– NYC MARATHON AND BOSTON MARATHON
• SOCIAL MEDIA CREATE THE PLATFORMS TO ADVOCATE– NEW PRODUCT DISCOVERY: 29% THROUGH
FRIENDS, 26% THROUGH FAMILY
SPONSORSHIP AND SOCIAL MEDIA CONTEST TO DEVELOP LOYALTY AND GENERATE WOM
Source: Packaged Facts, Millenials in the U.S., April 2012
CATEGORYMONETARY BRAND AWARENESS LOYALTY
OBJECTIVES
• CREATE ADDITIONAL REVENUE
• 5% MARKET SHARE IN THE FIRST YEAR
• 127 MILLION SALES
• BRAND RECOGNITION• BRAND RECALL• MORE ACCESS TO TRIAL OF
NIKE+ FUELBAR
• STRENGTHEN BRAND LOYALTY
• INCREASE LEVEL OF ENGAGEMENT IN CUSTOMER’S LIVES
• INCREASED PREFERENCE
MEASUREMENTS
• BENCHMARK/SALES TRENDS
• ANNUAL REPORT• SALES RESULT/ROI
• NO. OF ONLINE TRAFFIC• NO. OF SOCIAL MEDIA
EXPOSURE• NO. OF ARTICLES IN PRINT
MEDIA AND ONLINE• NO. OF IN-STORE VISITS• NO. OF SAMPLE AND COUPONS
DISTRIBUTED• NO. OF VISITORS AND SALES
MADE THROUGH EVENTS• SURVEY RESULTS
• ANALYSIS ON REPEAT BUYERS
• TRENDS OF PURCHASE FREQUENCY
• THIRD PARTY REPORT ON CHANGES IN PREFERENCE
EVALUATION AND CONTROL
READY TO PERFORMPLAN HIGHLIGHTS
NIKE+ FUELBAR UNLEASHES THE POWER OF THE BRAND
• RIGHT MESSAGE: FUELBAR’S POSITIONING IS ALIGNED WITH OVERALL NIKE’S BRAND PROMISE
• RIGHT PEOPLE: EXPAND THROUGH SELLING NEW PRODUCT TO CURRENT CUSTOMERS INVOLVES LESS RISK
• RIGHT TIME: GROWING SEGMENT SIZE & PURCHASING POWER
• RIGHT PLACE: CRUCIAL TOUCH POINT WITHIN CONSUMERS’ ACTIVE LIFESTYLE
WE ARE READY, ARE YOU?
Q & AThank You!