Nike耐克公司英文介绍PPT.ppt
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Nike耐克公司英文介绍PPT.ppt
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NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMissionStatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovideservicesforNikeWhatNikeDoesCreateauthenticathleticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmensandwomensdressandcasualshoesandaccessoriesPrincipleProductsBeganwithlongdistancerunningshoesin1963Past17years:
AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“OurHeroes”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp:
/Indicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts(AirJordans,teenagemarket)3MonthStockPerformanceBrandandLogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsizes,invokesastrongsignalNikeDominanceAthleticShoeMarketShare,2000STRENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnightsmanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaffordableshoesUninformedfactoryworkersNikesOverallReputationNikeComparedtoCompetitionFairnessofNikesLaborPracticesQualityofNikesProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNikessocialresponsibilityGrowththroughincreasedpresenceinlow-tomid-pricedshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommendedActionACloserLookAtLaborPracticesAndPotentialSalesOBJECTIVE1ToincreasepositivepublicperceptionofNikeslaborpracticesby20%byApril16,2003STRATEGY1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:
MediaConsumers(esp.universitystudents)TACTICSCreatefactsheetsoutliningminimumwagediscrepanciesamongcountriesCirculate“LetterstotheEditor”highlightingpositiveaspectsofNikeslaborpracticesBringavisibleNikerepresentativetocollegecampusesTACTICSCreatefocusgroupstoassessNikeslaborpracticesDistributeavideonewsreleasepromotingNikeseffortsintheglobalcommunitySTRATEGY1-2MakechangestoimproveNikescurrentlaborconditionsKeyPublics:
ForeigngovernmentagenciesNikeemployeesSocialactivistorganizationsTACTICSCreateananonymoussystemtoprotectwhistleblowersSpecifyandinformemployeesoftheirrightsandresponsibilitiesundertheNikecodeofconductProvideemployeeswithtimeandmoneytoenrollinNikeseducationalprogramsEnsuresurprisevisitsareasurpriseEVALUATIONRepeatsurveysatsixmonthintervalstogaugepublicperceptionRevisitwithfocusgroupstorecordtheiropinionsofimprovementsOBJECTIVE2ToincreaseAmericanshoesalesby$100millionbyApril16,2003STRATEGY2-1EstablishabetterpresenceintheaffordableshoemarketKeyPublics:
MediaConsumersonlywillingtospendlessthan$85TACTICSDevelopadvertisingtacticstopromoteNikesPrestolineofshoes($60-$85)Aggressivelytargetbudgetconsumersthroughsalespromotionsanddiscountsonmid-pricedshoesBuildastrongerrelationshipwithmoderatelypricedretailersthroughsalesassociatesIncreasenumberofNikeoutletstoresofferingdiscountedmerchandiseSTRATEGY2-2EstablishacompetitivepresenceamongfemaleconsumersKeyPublics:
MediaFemaleconsumers(potentialandreal)TACTICSCreateadvertisementsthatshowcaseNikesfemaleshoesbyfeaturingprofessionalathletesandnon-celebrityfemaleswhouseNikeproductsDevelopashoenamedforacelebrityfemaleathlete,suchasMiaHamm,comparabletoAirJordansActivelypursuemorefemaleathletesforendorsementsandadvertisementsbyextendingcompetitivecontractoffersEVALUATIONMeasuregrowthofdomesticshoesalesatsixmonthintervalsSeparatelyrecordsalesofmid-pricedshoesandwomensshoesQUESTIONS?
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