NIKE营销策划案

RETAILTHEATRE:BRINGINGTHEBRANDTOLIFENIKE:WHOAREWE?WHOAREWE?:•Startedin1962with$500•Basedonahandshakebetweentwomen•Aimtomakerunningshoessuitableforrunners•Nowhasrevenuesof$11billion•Operatesin160countrieswith24,300employees•BrandsincludingNike,ConverseandColeHann”IfYouHaveaBodyYouAreAnAthlete”nNIKETOWNLONDON:WHATDOWEDO?•Opened1999byMichaelJordan•Approx3millionvisitorsperyear•68,000sqftoverfourfloors•Runningclub–200perweekattend•160,000unitsofstock•260staff•1in5throughthedoorleavewithapurchaseOurmissionstatement:DeliverpremiumconsumerexperiencesateverytouchpointNIKETOWNLONDON:WHYDOWECREATETHEATRE?WHYDOWECREATETHEATRE?:•Createadestination–drivefootfall•TelltheBrandstory•BetterunderstandingoftheBrand•Encourageloyalty•EncourageperformanceRETAILTHEATRE:HOWDOWEDOIT?HOWDOWEDOIT?:•Instore-communicationHOWDOWEDOIT?:•Useathletesas‘heroes’HOWDOWEDOIT?:•Attract&engagethroughvisualsHOWDOWEDOIT?:•MaketheStoreaninteractiveexperienceHOWDOWEDOIT?:•MaketheStore‘live’througheventsHOWDOWEDOIT?:•RememberthemissionRETAILTHEATRE:ISTHATENOUGH?HOWDOWEDOIT?:•OurpeoplearetruetothebrandBRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?WHATWOULDWEDO?:•Knowour‘market’WHATWOULDWEDO?:•Knowour‘market’•UnderstandtheirneedsWHATWOULDWEDO?:•Knowour‘market’•Understandtheirneeds•KnowthecompetitionWHATWOULDWEDO?:•Knowour‘market’•Understandtheirneeds•Knowthecompetition•UnderstandyourpointofdifferencebyColinTrask,contributor*•03Jan2006Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Therearefewareasofoureconomythathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedontoadesiretoservehimself?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustomersandemployees.AlongwithRoyCammarano,hehaswrittenCreatingDo-It-YourselfCustomers:HowGreatCustomerExperiencesBuildGreatCompanies.Honebeinseestheself-serviceindustrydrawingonfivetypesofdo-it-yourselfcustomers.Thefirstisthetransactionalcustomerwhoiswillingtocarryoutthetransactionroleofdoingbusiness.Thenextisthetraditionalcustomer;thisistheclassicDIYkindofguy:hefixesit,buildsitandrenovatesithimself.Thirdistheconventionalcustomer.Thiscustomeristheco-creatorofproductvalue,whereallproductsareviewedasservicesand—throughuseoftheproduct—thecustomerbecomesaco-creatorofitsapplications.Fourthistheintentionalcustomerwhowantstobeinonthedesignphase.ThiscustomershopsBuild-A-Bearstores,designshisownbasketballshoesatNikeID.comorbuildsherownBarbieonline.Lastly,there’stheradicalcustomer.Thistypediscoversnewwaystouseaproduct;waysthatweren’tevenintendedwhenitwasdesigned.iPODisoneexample;itwasintendedformusicbutthoseradicalcustomerswantedmore,sonowwehavepodcasting.AccordingtoHonebein,thetrickforbusinessesisdeterminingwhattype—orcombinationoftypesitscustomersareandtodesignasystemthatsatisfiesthem.Lookatyourbusinessthroughtheeyesofyourcustomertypeandaddressoperationstothattype.Bettingonself-serviceLookingatbusinessthroughthecustomer’seyeswasthechallengefacingTimYeltin,directorofnewdevelopmentforCharlsonBroadcastTechnologies(CBT),aNorthernKentuckythathasbeenbringingITinnovationstothehorseracingindustrysince1985.Thepsychologyofself-serviceWHATWOULDWEDO?:•KnowourmissionstatementWHATWOULDWEDO?:•Knowourmissionstatement•MakesureourpeopleknowitandbelieveinitWHATWOULDWEDO?:•Knowourmissionstatement•Makesureourpeopleknowitandbelieveinit•Don’t‘fake’itWHATWOULDWEDO?:•Knowourmissionstatement•Makesureourpeopleknowitandbelieveinit•Don’t‘fake’it•Diversifyandenhancebutdon’tlosesightofyourcorepurposeWHATWOULDWEDO?:•Create‘heroes’WHATWOULDWEDO?:•Create‘heroes’•Becomerelevanttoour‘market’WHATWOULDWEDO?:•Create‘heroes’•Becomerelevanttoour‘market’•CreateamarketingcalendarWHATWOULDWEDO?:•CreatetherightenvironmentWHATWOULDWEDO?:•Createtherightenvironment•EmbracetechnologyWHATWOULDWEDO?:•Createtherightenvironment•Embracetechnology•MakeitinteractiveWHATWOULDWEDO?:•Createtherightenvironment•Embracetechnology•Makeitinteractive•Breakthebarriers–encouragetalk!ManVsMachine–Whataretheimplicationsofacyborgsociety?Thepsychologyofspeeddating‚theoriginofmagicalbeliefsandLondon’sfirstmedia-artsfestivallaunchesWHATWOULDWEDO?:•FocusonfeaturesandbenefitsWHATWOULDWEDO?:•Focusonfeaturesandbenefits•CommunicatethemclearlyWHATWOULDWEDO?:•Focusonfeaturesandbenefits•Communicatethemclearly•EnsurerelevantcontentWHATWOULDWEDO?:•Focusonfeaturesandbenefits•Communicatethemclearly•Ensurerelevantcontent•‘Rightproduct,rightplace,righttime’WHATWOULDWEDO?:•KnowthemissionstatementWHATWOULDWEDO?:•Knowthemissionstatement•AndmakesureitinformsallyoudoRETAILTHEATRE:BRINGINGTHEBRANDTOLIFE