...theory and the framework of consumer behavior analysis for The Nike Fuel Band. The product will replace workout logs, physical trainers and other sports accessories. The campaign of Nike fuel band targets the athletic shoe and apparel industry. Nike is known for their innovative designs and their active friendly technology within the health conscious Australian community. Nike has produced a comprehensive focused-differentiation strategy with the Nike fuel band, which is mainly comprised of gamification. Our campaign focuses on the positive reinforcement of using the Nike Fuel band and all the benefits the band can offer someone. The main goal will be to focus on Nike as a company and how create loyalty to the current customers, as well as gaining new ones. Through challenges, achieving different levels, and attaining an overall Nike + ranking, consumers are motivated to participate in physical activity, join a team, and start a challenge. In doing this, consumers see their progress and are able to track their daily activities and their calories burned during activity. It is an effective and dynamic way that Nike utilizes its target market and increases brand awareness. After watching our campaign we hope that it motivates consumers to want to purchase the Nike fuel band, as a fun way to keep active by competing, collaborating, and comparing activities with others in the Nike + network. Through this campaign, Nike will demonstrate not only why they are leaders through their products...
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...Nike+ FuelBand The Nike + is a band worn on the wrist that tracks activity and movement.The band can be used in connection with iPhones, iPads and Android devices.The FuelBand tracks movement and physical activity. Specifically, steps taken daily, amount of energy burned and calories burned.All information taken from the FuelBand can be retrieved on the Nike+ Fuel Application as well as the Nike Running Application.These applications allow you to track your progress, set goals for yourself and compete against you’re friends and other people with FuelBands in the Nike Community.The Nike Community is the large group of people all over the country who have Nike+ FuelBands and track their progress through Nike Apps or the Facebook . The Nike Community main goal is for people with FuelBands or any other Nike products to challenge each other and provide a fun healthy exercising environment.Lastly and most importantly of course they would like to promote the FuelBand and all other Nike Products in the in the process. The Nike+ FuelBand is innovative because there are plenty of bands on the market that track your movements and steps but the FuelBand enables you to sync it with a mobile application for your iPhone or Android device and you can see your results in a visual manner.Not only does the band track your movements it also tracks the time spent doing an activity and it doesn't limit the potential of your movements.Meaning you don't have to just be working out or running to...
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...CUSTOMER SERVICE SOCIAL MEDIA INSTANCE (NIKE SUPPORT AND CUSTOMER) WHAT HAPPENED This is a customer service instance on a Twitter account between a Nike Fuel Band customer and Nike Support team. The customer is using first generation Nike Fuel Band and has a Nike +Fuel Band app on his I phone 5 but is unable to sync it to its computer and posts on twitter using Nike support hash tag seeking support on this matter. WHAT WAS DONE ABOUT IT Nike Support team tries to resolve the issue by first ensuring whether or not the customer is using the software that is up to date. Then Nike support team advises the customer to uninstall and reinstall the app and restart the phone. When the problem persists the Nike support team advises him to try docking the Nike band to the computer and asks for further clarification as to whether the device is detected on his computer or not. It then advises the customer to try different ways of docking like try connecting the device directly using a USB cable and a different USB port this time. After all of the above efforts, the customer still couldn’t get its device to sync to its computer. The Nike Support team asked him for his location, provided him the number to its customer care of that location to continue the conversation on the phone. HOW WAS THE SITUATION HANDLED In my opinion, the Nike Support team handled this situation tactfully. Nike team showed a lot of patience, listened to the customer ‘s problem and promptly replied...
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...Advertising wills occur through a collaborative approach securing an integrated marketing communication across all medias. Identifying Nike FuelBand as the only fitness tracking devices, that has the most accurate measure. The device you can’t live without. The campaign with emphasize the products and how integrates in daily live or our target market group. This will include our partnership with Microsoft Xbox, Kinetic active game users and branching out with large fitness studios like Bally’s. Targeting to this expanded group will defiantly be a huge advantage over competitors. We are integration to all aspects of fitness. We use combination of television advertising, magazine advertising, multimedia presentation, focus on web-based advertising and wellness magazines insert to communicate the message reaching more of are target markets for less money. The implantation of our campaign will corporate technological partners and advertising agencies in order to increase sales in 2013 by 25%. The advertising will included are partnership with game console to really maintain the communication to target market that we are the only fitness device that integrates with every part of their fitness needs to virtual fitness as well. Marketing with the video game industry and fitness giants would be a real advantage over competitors. Sales Promotions Nikefuel band has done extremely well with past promotions. In order to meet revenue goals of 25% growth we need a creative approach to promotions...
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...Leading 2 3.4 Controlling 2 4. Analysis & Conclusion 2 5. Recommendations 3 6. References (at least 5 references) 3 1. Introduction Nike is the world’s leading athletic footwear, equipment, apparel and accessories company. Nike dedicates to inspire every athlete to reach his or her best potential. Nike’s co-founder, Bill Bowerman saw many possibilities that human could achieve through sports. Nike believes in “bringing inspiration and innovation to every athlete in the world”. Nike also believes that as long as as you have a body, you are an athlete. Bill Bowerman and Phil Knight founded the company in January 1964 as Blue Ribbon Sports, and it became Nike, Inc officially in May 1971. “Nike markets its own products under its own brands, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse.” (Nike, Inc) As of today, Nike has employed more than 44,000 people worldwide. And in year 2010, the brand alone was worth $10.7 billion, which makes it the most valuable brand among the industry. (Schwartz, 2010) The aim of this management report is to focus and analyze solely on Nike regarding its current attractiveness in the athletic apparel industry and to provide recommendations if Nike should continue its business expansion. 2. SWOT Analysis Strengths | Weaknesses | 1. Global BrandNike is a brand that is known worldwide, and...
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... The capability of our watch can be listed are long battery life (so we do not need to charge it everyday as we use some smart devices), light weight (it is the same as today’s trendy wristband, it could be lighter or more fashion), ultimate material (it is craved out of a block of solid metal and Anodized aircraft-grade aluminum so transmitting wirelessly is almost impossible), waterproof (we can also use it under water down to 50 meters); and the broad range of completely united sensors. A price for this product is set at $99.99 to $299.99. II. Situation Analysis A. Market Current Situation In the competitive technology market, Vegaltair is one of the newest companies. We have several products including activity tracker, sport band, sport...
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...Nike Corporate Team Case Executive Summary Nike has dominated the athletic apparel industry since its inception in 1964. Nike has been the industry leader for many decades and they still are finding new ways to grow. Through innovation and exceptional marketing Nike has become one of the best companies in the world. The history of Nike will help us understand how it became the successful company we know today. All companies are not without problems and competitive edges above the competition. The Analysis of Nike’s SWOT(strengths, weaknesses, opportunities, and threats) will help identify the the possibilities and weaknesses of Nike. The efficiency and effectiveness that is required of companies in this hyper competitive environment dictates whether a company succeeds or fails. Value chain analysis will exhibit the way Nike is always performing above the competition in its industry. Lastly, the discussion will talk about Nike's brand advertising and how the use of sports icons has increased their sales every year for over 30 years. History Nike has become one of the most well-known brands as of today. The way they have done business over the last fifty one years is why they have been so successful in their line of sports related products. Nike’s mission statement states “Bring inspiration and innovation to every athlete in the world”. Nike has been at the head of the pack all the way since the beginning. Nike was founded on January 25th, 1964. It was originally called Blue...
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...Bonnie Tran 23 October 2013 Bus 130 M/W 3-4:25 Take-home Assignment: Brands with Strong Brand Value In my research of brands with strong brand value, I have found three that stand out: Disney, BMW, and Nike. Disney: For decades Disney have built branded franchises across the many facets of family entertainment. Their brand continues to succeed in taking a core idea, developing it through film and television, and then extending the property into toys/merchandising, theme parks, DVDs, and video games. They have gained even more popularity among gamers for its highly anticipated Disney Infinity video game platform that debuted two months ago with its Toy Story in Space Play Set. By bridging the gap between action figures and gaming, inclusion of Disney characters and Pixar characters into the same environment, Disney has succeeded in engaging a new generation. By adapting and evolving with its consumers, they have remained popular, relatable, and successful. And according to Interbrand, “as long as they continue to evolve how its core brand delivers against the ideas that have made it relevant for generations, the company will continue to be one of the world’s most valuable entertainment and media powerhouses for the foreseeable future.” Disney’s brand has been imbedded into million’s of hearts world wide for decades. When you see their brand on toys, products, theme parks, movies, you relate them to being kid-friendly, family-approved, and of a happy nature. Disney brings...
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...Company Profile Nike, Inc., together with its subsidiaries, engages in the design, development, marketing, and sales of athletic footwear, apparel, equipment, and accessories, as well as in the provision of services to men, women, and children worldwide. The company offers products in seven categories, including running, basketball, football, men’s training, women’s training, Nike sportswear, and action sports under the Nike and Jordan brand names. It also markets products designed for young children, as well as for other athletic and recreational uses such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling. The company even offers performance equipment for sports activities under the Nike brand name, including bags, socks, sport balls, eyewear, timepieces, digital devices, bats, gloves, protective equipment, and golf clubs; various plastic products to other manufacturers; athletic and casual footwear, apparel, and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron, and Jack Purcell trademarks; and action sports and youth lifestyle apparel and accessories under the Hurley trademark. It sells its products to footwear stores, sporting goods stores, athletic specialty stores, department stores, skate stores, tennis and golf shops, and other retail accounts through Nike-owned retail stores; Internet Websites (direct to consumer operations); and a mix of independent distributors and...
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...ROCKET FUEL: “QUANTIFIED SELF” DIGITAL TOOLS A CPG MARKETING OPPORTUNITY Q4 2014 OVE RVI E W Quantified Self (QS) is an emerging area of technology that allows consumers to use a variety of digital tools to collect data and learn about their behaviors and habits of everyday life. The increasing number QS digital tools available today includes smartwatches, wearable fitness trackers, apps, and websites. As consumers continue to integrate these new QS digital tools into their lives, the data collected by these tools presents new opportunities for CPG marketers to learn more about consumers’ behavior and better reach their target audiences. To better understand this new technology trend and assess its impact on the future of digital media for CPG marketers, Rocket Fuel conducted a custom primary research study among consumers in the U.S. to: • Understand consumers’ interest in using health and fitness QS tools • Gauge current usage of health and fitness QS tools • Understand the impact of health and fitness QS tools on consumer behavior • Evaluate consumers’ openness to sharing their QS data with CPG advertisers STUDY DETAILS This survey was conducted online using a trusted third-party research vendor and fielded from December 3 – 10, 2014, among 1,262 total respondents who live in the U.S., use a computer regularly, and either currently use a Quantified Self tool to track their health and fitness or who are interested in using a Quantified Self tool to track their health...
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...Introduction Former University of Oregon track coach and co-founder of Nike Bill Bowerman once said: “If you have a body, you are an athlete!” (Nike Inc., n.d.) It is this way of thinking that describes the root of Nike’s approach to marketing. Every person is a potential athlete or “consumer”. This is a common thinking in the realm of athletics but when Bill Bowerman said this, it was in direct reference to the shoe industry. From their marketing strategies to their selling philosophies, Nike has developed one of the most recognizable and demanded names and logo ever. Nike, which is the name of the Greek Goddess of Victory, was born in 1972 when Blue Ribbon Sports (BRS) launched its first branded shoe at the U.S. Olympic track and field trials. A former University of Oregon track team member Phil Knight created Blue Ribbon Sports. At Oregon, Knight was coached by the legendary Bill Bowerman and then went on to become alumnus of the Stanford School of Business. BRS was crafted in 1962 when Knight made a deal with Onitsuka Tiger Company, a Japanese shoe company, to import their shoes to the United States. Knight had the idea to sell a low cost shoe with a very high quality, with high aspirations of taking Adidas out of the top spot in the athletic shoe market. In 1964, Bill Bowerman decided to join Knight as a partner at BRS to create a joint quest to be number one. Bowerman redesigned the Tiger shoes while Knight acted as the accountant/personal seller and the two went on...
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...Nike Fuelband Bracelet and its market shares in Moscow Region Table of content Executive summary………………………………………………….....................................3 Introduction & Methodology…………………………………......................................5 Part 1. Situational analysis (analysis of secondary data)………………………........7 Part 2. Qualitative data analysis.………………………………..................................12 Part 3. Analysis of the survey (experiments)................................................16 Conclusions on Data Analysis........................................................................16 Part 3. Recommendations.............................................................................16 Bibliography..................................................................................................17 Appendices....................................................................................................18 Executive summary The topic of this marketing research is to highlight how can a company such as Nike can improve its market share on a specific product. Thus during this research, we need to have a look on the customer point of view regarding the product and its facilities. The product at stake for this research is the Nike Fuelband Bracelet. This is a sport bracelet that people put on their wrist and it measure during sport activities and everyday life, the footsteps and the calories used during the day. In fact, it is a tool...
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...April 9, 2013 Live UP Marketing Campaign Client: Jawbone Product: UP Health Wristband Industry Background The Jawbone UP is a band and smartphone app that allows its’ users to be able to track their movements, sleep, and food consumption (Jawbone). The wristband makes it easier for users to live a healthier lifestyle in an organized manner. The Jawbone UP would be considered in the industry of fitness and wellness. Its competition includes companies like Basis Band, Fitbit, DirectLife, Adidas miCoach Pacer, Nike+, Valencell, and many other devices. The industry size for this product can be seen as large for that there are many competitors with the Jawbone UP and living healthier lifestyles is trending. Many companies such as Nike+ and Fitbit have been in the industry for quite some time creating most of the industry’s market share, but with many new companies creating tracking devices of their own as well as smartphone apps have made the industry larger and more competitive. Current trends involved in the fitness and wellness industry are being developed from individuals as well as corporations. Today, individuals are looking for new ways to lose weight, reduce the amount of stress in their lives, and live healthier lifestyle trends. Individuals will start to become more proactive in trying to keep up with these healthier lifestyles that will lead companies to involve themselves in this new market to combat the higher healthcare costs. Another major trend in the fitness...
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...Contents PIC and target market summary 3 Chartering for Ideation 4 Top 5 Ideas 4 Concept Ideation process 7 Controlled Convergence 8 Positioning statement 10 Product concept 11 Competitive comparison 11 Perceptual map 12 Product design 13 Pricing Strategy 16 Costs 16 Sales Forecast 16 Sales Forecast 17 Profit and Loss Statement 17 Table: Profit and Loss Statement 18 Sensitivity Analysis 18 Margins 18 Break-even Analysis 19 Payback Period 19 Net Present Value of Future Cash Flows 19 Unique selling proposition 20 Launch 20 Fitbit advertisements 20 YouTube Viral video 20 Reebok: Crossfit Games 21 In store/ on ground- gym facilities and sporting events 21 Digital social media 21 Website traffic 21 Google Ad words 22 Feedback 22 Media schedule and messaging 22 Electronic direct mail 22 Stock sale and monitoring 22 Sales statistics 22 Gant media schedule 23 Potholes 24 Call to Action 24 Appendices 1 26 Brainstorming Method 26 The Worst Idea Method 26 Relationship Analysis Method - Multi-dimensional / morphological matrix 27 Problem based approach using Voice of Customer through product reviews 27 Highs 28 Lows 28 Highs 31 Lows 31 Market based ideation 32 Problem Analysis of workout market 32 Attribute ideation Method 33 Appendices 2 34 Appendices 3 36 Executive Summary PIC and target market summary Health is opening up a new revolutionary advances within the industry of wearable...
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...Who are we and how did we get here? A lifelong triathlete, John Fixx has a passion for technology. John graduated from the California Institute of Technology receiving his Master’s degree in 1979 and upon graduation began work in the medical device industry. In 2003, John left his position as an electrical engineer to pursue his dream of making high tech training devices that are not only affordable, but also accurate and reliable. John founded Bedejajomi in 1994 with a number of like-minded engineers. After throwing everyone’s names into a pot and stirring a while, we got a name as unique as our products; Bedejajomi. Intensity, introduced in 2005, was the first wearable performance monitor available to the average consumer that allowed downloading of stored data. With the success of Intensity Bedejajomi was able to expand the product line, providing training devices tailored specifically for runners, cyclists and swimmers. Now, Bedejajomi is getting ready for the next step in wearable performance monitoring. Until recently wireless technology has not been mature enough to replace the cables we have used to transfer data. With recent advances in wireless technology as well as in battery technology, Bedejajomi is about to set a new standard for performance monitoring. Factors The interesting part about the BitFit is that it can be marketed to any age group for the most part, barring toddlers. We currently live in a society that strives to push healthy eating and every...
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