Nike耐克公司英文介绍PPT.ppt

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1、NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMission StatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovideservicesforNikeWhat Nike DoesCreateauthenticath

2、leticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmensandwomensdressandcasualshoesandaccessoriesPrinciple ProductsBeganwithlongdistancerunningshoesin1963Past17years:AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“Our Heroe

3、s”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp:/ Indicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts(AirJordans,teenagemarket)3MonthStockPerformanceBrand and LogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsize

4、s,invokesastrongsignalNike DominanceAthletic Shoe Market Share,2000STRENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnightsmanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaffor

5、dableshoesUninformedfactoryworkersNikes Overall ReputationNike Compared to CompetitionFairness of Nikes LaborPracticesQuality of Nikes ProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNikessocialresponsibilityGrowththroughincreasedpresenceinlow-tomid-price

6、dshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommended ActionACloserLookAtLaborPracticesAndPotentialSalesOBJECTIVE 1ToincreasepositivepublicperceptionofNikeslaborpracticesby20%b

7、yApril16,2003STRATEGY 1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:MediaConsumers(esp.universitystudents)TACTICSCreatefactsheetsoutliningminimumwagediscrepanciesamongcountriesCirculate“LetterstotheEditor”highlightingpositiveaspectsofNikeslaborpracticesBringav

8、isibleNikerepresentativetocollegecampusesTACTICSCreatefocusgroupstoassessNikeslaborpracticesDistributeavideonewsreleasepromotingNikeseffortsintheglobalcommunitySTRATEGY 1-2MakechangestoimproveNikescurrentlaborconditionsKeyPublics:ForeigngovernmentagenciesNikeemployeesSocialactivistorganizationsTACTI

9、CSCreateananonymoussystemtoprotectwhistleblowersSpecifyandinformemployeesoftheirrightsandresponsibilitiesundertheNikecodeofconductProvideemployeeswithtimeandmoneytoenrollinNikeseducationalprogramsEnsuresurprisevisitsareasurpriseEVALUATIONRepeatsurveysatsixmonthintervalstogaugepublicperceptionRevisit

10、withfocusgroupstorecordtheiropinionsofimprovementsOBJECTIVE 2ToincreaseAmericanshoesalesby$100millionbyApril16,2003STRATEGY 2-1EstablishabetterpresenceintheaffordableshoemarketKeyPublics:MediaConsumersonlywillingtospendlessthan$85TACTICSDevelopadvertisingtacticstopromoteNikesPrestolineofshoes($60-$8

11、5)Aggressivelytargetbudgetconsumersthroughsalespromotionsanddiscountsonmid-pricedshoesBuildastrongerrelationshipwithmoderatelypricedretailersthroughsalesassociatesIncreasenumberofNikeoutletstoresofferingdiscountedmerchandiseSTRATEGY 2-2EstablishacompetitivepresenceamongfemaleconsumersKeyPublics:Medi

12、aFemaleconsumers(potentialandreal)TACTICSCreateadvertisementsthatshowcaseNikesfemaleshoesbyfeaturingprofessionalathletesandnon-celebrityfemaleswhouseNikeproductsDevelopashoenamedforacelebrityfemaleathlete,suchasMiaHamm,comparabletoAirJordansActivelypursuemorefemaleathletesforendorsementsandadvertisementsbyextendingcompetitivecontractoffersEVALUATIONMeasuregrowthofdomesticshoesalesatsixmonthintervalsSeparatelyrecordsalesofmid-pricedshoesandwomensshoesQUESTIONS?