Nike耐克公司英文介绍PPT.ppt
NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMission StatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovideservicesforNikeWhat Nike DoesCreateauthenticathleticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmensandwomensdressandcasualshoesandaccessoriesPrinciple ProductsBeganwithlongdistancerunningshoesin1963Past17years:AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“Our Heroes”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp:/ Indicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts(AirJordans,teenagemarket)3MonthStockPerformanceBrand and LogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsizes,invokesastrongsignalNike DominanceAthletic Shoe Market Share,2000STRENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnightsmanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaffordableshoesUninformedfactoryworkersNikes Overall ReputationNike Compared to CompetitionFairness of Nikes LaborPracticesQuality of Nikes ProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNikessocialresponsibilityGrowththroughincreasedpresenceinlow-tomid-pricedshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommended ActionACloserLookAtLaborPracticesAndPotentialSalesOBJECTIVE 1ToincreasepositivepublicperceptionofNikeslaborpracticesby20%byApril16,2003STRATEGY 1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:MediaConsumers(esp.universitystudents)TACTICSCreatefactsheetsoutliningminimumwagediscrepanciesamongcountriesCirculate“LetterstotheEditor”highlightingpositiveaspectsofNikeslaborpracticesBringavisibleNikerepresentativetocollegecampusesTACTICSCreatefocusgroupstoassessNikeslaborpracticesDistributeavideonewsreleasepromotingNikeseffortsintheglobalcommunitySTRATEGY 1-2MakechangestoimproveNikescurrentlaborconditionsKeyPublics:ForeigngovernmentagenciesNikeemployeesSocialactivistorganizationsTACTICSCreateananonymoussystemtoprotectwhistleblowersSpecifyandinformemployeesoftheirrightsandresponsibilitiesundertheNikecodeofconductProvideemployeeswithtimeandmoneytoenrollinNikeseducationalprogramsEnsuresurprisevisitsareasurpriseEVALUATIONRepeatsurveysatsixmonthintervalstogaugepublicperceptionRevisitwithfocusgroupstorecordtheiropinionsofimprovementsOBJECTIVE 2ToincreaseAmericanshoesalesby$100millionbyApril16,2003STRATEGY 2-1EstablishabetterpresenceintheaffordableshoemarketKeyPublics:MediaConsumersonlywillingtospendlessthan$85TACTICSDevelopadvertisingtacticstopromoteNikesPrestolineofshoes($60-$85)Aggressivelytargetbudgetconsumersthroughsalespromotionsanddiscountsonmid-pricedshoesBuildastrongerrelationshipwithmoderatelypricedretailersthroughsalesassociatesIncreasenumberofNikeoutletstoresofferingdiscountedmerchandiseSTRATEGY 2-2EstablishacompetitivepresenceamongfemaleconsumersKeyPublics:MediaFemaleconsumers(potentialandreal)TACTICSCreateadvertisementsthatshowcaseNikesfemaleshoesbyfeaturingprofessionalathletesandnon-celebrityfemaleswhouseNikeproductsDevelopashoenamedforacelebrityfemaleathlete,suchasMiaHamm,comparabletoAirJordansActivelypursuemorefemaleathletesforendorsementsandadvertisementsbyextendingcompetitivecontractoffersEVALUATIONMeasuregrowthofdomesticshoesalesatsixmonthintervalsSeparatelyrecordsalesofmid-pricedshoesandwomensshoesQUESTIONS?
