Sports brand advertising plan

Nike is the name of the Greek goddess, its trademark symbolizes the swoosh of the Greek goddess wings, representing "speed + dynamic." Since its establishment, nike has been continuously exploring and innovating, and has been leading the world sports brand market with its strong strength. It has also designed a top professional athlete for special sports in 1999. The most innovative alpha series products, five dots mark the five steps of "investigation, exploration, innovation, verification, competition".

As a world-famous brand, nike is still working hard. In addition to its superb shoe-making technology, nike is also a winner in the media propaganda, but also spares no expense to invite the world's top athletes engaged in different sports as their brand. Spokespersons such as Michael Jordan, Ronaldo, Michael Jensen, etc., among which micheal.jordan launched its own brand "air jordan". At present, nike has almost become a household name, a sports brand that everyone loves, but nike will continue to explore and continue to become the world's first brand.

Overview of corporate companies

Company Profile

1972

Nike company was formally established. Its predecessor was the Blue Ribbon Sports Company, which was invested by current nike president Phil Nate and Bill Ballman.

1973

The nation's XX-meter to 10,000-meter record creator Perry Fangting became the first track and field athlete to wear nike sneakers.

1978

Nike International was formally established. Nike shoes began to enter overseas markets such as Canada, Australia, Europe and South America.

1979

The first thaiwind running shoes using nike's patented air cushion technology was born. The first nike clothing production line began to launch.

in 1980

Nike entered China and established the first nike production contact representative office in Beijing. After that, nike adhered to the concept of "local for local", not only introduced advanced technology to China, but also devoted itself to the cultivation of local talents, production technology and sales concepts. It was taken locally and used locally, and it has made rapid progress in China.

1996

Formally established a wholly-owned subsidiary in China. Nike Sporting Goods Co., Ltd. is headquartered in Shanghai and has branches in Beijing and Guangzhou.

May XX

Nike began to hold nike fighting 3 to 3 football games nationwide. Hundreds of youth teams competed in the three levels of 14, 16 and 18 medals in Guangzhou, Shanghai and Beijing. This is another grand event that nike has made for the development of Chinese youth sports.

July XX

Nike was invited to be named "Dr. Dr." as the NBA star Vince Carter to Beijing. The purpose of Carter's trip was to support the Chinese youth basketball career and spread the guest culture.

August XX

Nike will sponsor a group of "street cool basketball teenagers" who represent the American free basketball culture to come to China to learn skills with their Chinese peers.

In July XX, nike was invited to be named “Dr. Dr.”, the nba superstar Vince Carter came to Beijing. The purpose of Carter’s trip was to support the development of Chinese youth basketball and donate to Nike on behalf of Nike. Rebounds. In August XX, Nike will sponsor a group of "street screaming basketball teenagers" who represent the American free basketball culture to come to China to learn from their peers in China.

In China, nike not only supports the development of Chinese football, but also focuses on the development of young people. It launched the “My Dream” large-scale youth sports series, the first China 3 to 3 basketball game, the nike high school men's basketball league, the nike youth football super cup. 4 to 4 youth football open events and other activities.

2. Product analysis

Brand type: nike produces clothing, shoes, bags and various sporting goods. Here I will focus on the "nike" sneakers.

Nike has a high shoemaking technology that uses leather, faux suede and faux fabric as a material to provide support, protection, breathability and ensure that the foot is placed in the correct position. The outer sole is made of carbon rubber, hard rubber, wear-resistant rubber, natural rubber, environmentally friendly rubber, pneumatic rubber and viscous rubber. It provides friction and wear resistance and is the first line of defense for external impact. The midsole uses eva, phylon, and pu, which provide cushioning, stability, and flexibility, and are the most important part of the shoe. The insole uses air max, zoom air, total air, tuned air, flexible air, dri-fit, therma-fit, clima-fit and storm-fit, which is nike's unique air cushion technology.

The main goal: to create first-class shoes for athletes, occupy the sports market of the entire world.

Slogan: "just do it"

Market analysis

Targeted market

With the development of social economy and the continuous improvement of people's living standards, the masses of the people are pursuing a high-grade spiritual enjoyment, but material enjoyment is still indispensable. People are pursuing health and environmental protection. The journey of a thousand miles begins with a single step. A good pair of shoes, not only to wear beautiful, long time, but also pay more attention to his protection of our feet, and the protection of the entire body, which is far higher than the value of the shoes themselves.

According to relevant statistics, 80% of teenagers bought sports shoes, indicating that the key market of “nike” should be placed on young people and athletes; 68.3% of teenagers bought brand-name sports shoes, and 51.2% of teenagers bought “nike” Sports shoes, indicating that sports is a modern trend, many people are willing to pay for this trend to buy shoes that can enjoy the times in the sports field; in the survey report, the quality and after-sales service of "nike" sports shoes It is very satisfactory, with satisfactory percentages of 96% and 94%, respectively. This shows that “niike” has a large part of the market and influence in the sports shoes market. But the price is a more serious problem. Although 81.1% of the people are willing to spend "heavy gold" to buy "nike", they still feel that the overall price is high, hoping to have more discounts, indicating that "nike" is still a patented product of the upper class, and there is no popularization.

Competitor survey

At present, there are many sports brands in the world, and quite a few of them have strong influence. Therefore, the competition in the sports shoe market is very intense.

The similar products in the Chinese market mainly have the following brands:

Brand

Introduction

Market share adidas

German brand, the world famous sports shoe manufacturer, has strong economic and technical forces. Launched the "Tianzu Concept" series, which is very popular among users.

27.7%

Reebok

British brand, the world sports industry giant. Honeycomb technology has high technology and high impact

20.5%

Converse

American original, long history, excellent performance, moderate price, competitive

13.6%

And1 American street brand, soon after entering the country, the quality is good, the price is medium

10.5%

Puma

Volkswagen brand, the price is low, quite attractive to consumers

9.3%

Li Ning

Chinese original, faster development, lower prices, good quality, no shortage of supporters

8.4%

Double star

Lower price, belonging to the general public

6.9%

other brands

3.1%

Consumer analysis

The overall situation of consumers:

Nike is the first brand chosen by consumers. Adidas' market share is 27.7%, reebok's market share is 20.5%, converse's market share is 13.6%, and other brands are relatively small.

Consumer buying factors:

The first is to meet the needs of sports, and the second is to keep up with fashion and satisfying their satisfaction with world famous brands.

V. Advertising strategy

I. Advertising target planning

Through various media to promote and report on "nike", as well as various activities, the market share will be increased by 10%-15% within one year. "nike" still maintains a leading position in the world sports market.

2. Consumer market strategy

1. Look at the market and vigorously start with athletes and teenagers.

With the development of modern sports, athletes are increasingly demanding their own sports equipment, and the sports departments are paying more and more attention to strengthening the athletes' strength. “nike” is the world's number one sports brand, and athletes are its largest market, so it must be promoted to athletes. Secondly, young people are also a big market. Many of them are trying to buy fashion and feel the excitement of famous brands. They spare no expense to buy "nike". We must seize this mentality, make the brand name louder, and update the style.