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Nike's Imc Plan

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Nike's Imc Plan
1

NIKE

64th Intake/ DSM 402 / Group assignment for Marketing Communication

We declare that this report is 3991 words in length Cordially consolidated by: Leader: Michelle Zheng Pei Yi (S8822344Z)

Members: Noorjanah Khatoon Bte Mohd Khan Sarattee (S7930425E) Eugene Nah (S7925122D)

Nike

Huang PeiLing (S8827406G)

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NIKE
Content Page 1.1 Nature of Business……………………………………………………………………... Page 3 1.2 Nike Origin and Background…………………………………………………………... Page 3 1.3 Nike Popularity………………………………………………………………………… Page 4 1.4 Key Milestone I…………………………………………………………………………Page 5 1.4 Key Milestone II...……………………………………………………………………... Page 6 1.4 Key Milestone III……………………………………………………………………… Page 7 2.0 Competitor Analysis…………………………………………………………………… Page 8 2.0 Competitor Analysis II ………………………………………………………………... Page 9 2.1 Competitor Market Analysis …………………………………………………………... Page 10 3.0 Consumer Analysis…………………………………………………………………….. Page 11 3.1 Consumer Analysis – Characteristic of Generation Y ………………………………… Page 12 4.0 Product Background…………………………………………………………………….Page 13 4.1 Market Challenges…………….……………………………………………………….. Page 14 5.0 Campaign Objectives………….……………………………………………………….. Page 15 5.1 Campaign Selling Idea………...……………………………………………………….. Page 16 6.0 IMC Tools I……………………………………………………………………..............Page 17 7.0 IMC Tools II…………………………………………………………………………… Page 18 7.0 IMC Tools III…………………………………………………………………………... Page 19 7.0 IMC Tools IV ………………………………………………………………………….. Page 20 8.0 Evaluation Methods…………………………………...……………………………….. Page 20 References……..…………………………………………………………………………… Page 21

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Nike

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NIKE

1.1 Nature of Business Nike Inc. principal business activity is the design, development, worldwide marketing and distributor of high quality footwear, apparel, equipment, and accessory products for a wide variety of sports and fitness activities. Nike is the largest seller of athletic footwear and athletic apparel in the world acclaimed. Nike


References: (1) Accessed on 10 June 2010 http://www.nikebiz.com/responsibility/documents/9_Nike_CRR_Nike_Biz_C.pdf (2) Accessed on 10 June 2010 http://www.nikebiz.com/media/pr/2010/05/5_NikeInvestorMeeting.html (3) Accessed on 20 June 2010 http://www.google.com/imgres?imgurl=https://materials.proxyvote.com/Approved/654106/2 0090724/AR_44240/800/nikeintro.jpg&imgrefurl=https://materials.proxyvote.com/Approved/654106/20090724/AR_4424 0/HTML1/default.htm&usg=__7yu_w27GXQ6z7KduKUM_W9BJuPc=&h=600&w=777&sz =100&hl=en&start=11&um=1&itbs=1&tbnid=Mf2v9VoifdMwM:&tbnh=110&tbnw=142&prev=/images%3Fq%3Dnike%2Bannual%2Breport%2B2 009%26um%3D1%26hl%3Den%26newwindow%3D1%26rls%3Dcom.microsoft:en-sg:IESearchBox%26rlz%3D1I7ADRA_zh-CN%26tbs%3Disch:1 (4) Assessed on 20 June 2010 http://www.nytimes.com/2007/12/23/sports/23shoe.html (5) Assessed on 25 June 2010 http://www.csrwire.com/press_releases/24988-NIKE-Considered-Design-Products-ThatRedefine-Performance-and-Sustainability (6) Assessed on 5 June 2010 http://www.nike-star-shoes.net/LeBron_James_Shoes.html (7) Assessed on: 4 June 2010 http://www.nike-star-shoes.net/Kobe_Bryant_Shoes.html (8) Assessed on: 18 June 2010 http://www.marketwatch.com/story/nike-jumps-after-results-promise-continued-demand2010-03-18 (9) Assessed on: 19 June 2010 http://www.forbes.com/2010/02/03/most-powerful-sports-names-tiger-woods-nike-cmonetwork-sports-brands.html (10) Pearson, Integrated Advertising, Promotion and Marketing Communication Fourth Edition, Kenneth E. Clow Donald Baack. Pg. 31 (11) Pearson, Integrated Advertising, Promotion and Marketing Communication Fourth Edition, Kenneth E. Clow Donald Baack Pg. 125 22 | P a g e Nike
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