New product development teaming up with Nike to introduce a new product into the market.
Text of Nike Crush
1. NIKE CRUSHMichael Spinella, Dieu Anh Ho Samantha Thomas
2. consumersearch.comColeman 50-quart Wheeled Ultimate XtremeCooler: Iffy manufacturer claim, heavy and bulkyColeman FlipLid 6 Personal Cooler:Heavy, hard to carry on long tripsKleanKanteen Classic stainless-steel water bottle: Sweats in hot weatherProduct Architects Polar Bottle: Not functional for sports, doesnt keep liquid cold, unattractive despitechoicesEarthLust Bottle 13oz.: Doesnt accommodate ice cubesNalgene OTG - On The Go: Comes in only three colors.Sigg Classic Traveler: Expensive, icecubes dont fit inthe narrow mouth
3. Solving the Problem Users of different ice coolers on www.consumersearch.comspecified the problems of them being bulky, heavy and hard to carry, especially on long trips. Users of different water bottles on www.consumersearch.com specified the problems of them not being able to accomodate ice cubes inside and not keeping the liquid cold. Some consumers also claim the watter bottle companies have unattractive designs, offer very limited color range and are not functional for sports.That is why we came up with Nike CRUSH!
4. Determinant Gap Map Weight High ConvenienceLow High Low
5. Filling the Gap NikeIce Cooler Koozie CRUSH
6. Introducing the NIKE CRUSH CRUSH
7. Nike CRUSH feature, function, benefit Feature:A light, small, colorful and attractive looking sleeve cool drinks within minutes anywhere you are Function: Cools your drink on the go! Benefit: Small, Light, Portable, Reusable cover, non-toxic chemicals and Environmentally Friendly.
8. TARGET AUDIENCE
9. Demographics Target Demographics: 18-34 35-44 College Degree We can assume from our research that these demographics will have the greatest interest in the Nike Crush because they are most concerned about physical fitness and the foods they consume. Nike Crush Cooling Sleeve is most ideal for college students and working professionals who lead active and busy lifestyles.
10. Psychographics(Lifestyle Analysis) Target Psychographic: Households with an income of $30,000 & above We can assume from our research that these psychographics will have the greatest interest in the Nike Crush because our product will offer convenience along with affordable pricing.
11. Geographic Locations Elements: Have a high concern for their overall health Participatein physical fitness activities In need of convenient products for a busy lifestyle TargetCities: Atlanta, Boston, Chicago, Los Angeles, Miami, New York, San Francisco, and Washington DC
12. Geographic Locations Target Demographics: Major Cities We can assume from our research that these geographic locations will have the greatest interest in the Nike Crush because of the size and location of the area. Larger cities offer more commuters that lead busy lifestyles, which is most ideal for a product like the Nike Crush
13. Consumer ProfileDiana WilliamsAge:19Occupation: Full-Time Student/Part Sales AssociateMarital Status: SingleMonthly Income: $800-$1000Hobbies: Active in aerobics 3 times a weekInterest: Movies, Music, and Physical fitness
14. Consumer ProfileMathew RoseAge:31Occupation: Personal BankerMarital Status: NewlywedMonthly Income: $2000-$3000Hobbies: Occasional golf on the weekendsInterest: Sports, Gaming, and electronics
16. Avon Walk For Breast Cancer Let Nike help CRUSH Breast Cancer Nike will provide the Nike Crush for walks in Houston, Washington, Boston, Chicago, Rocky Mountains, San Francisco, Santa Barbara, New York City, and Charlotte. Special Breast Cancer Edition Packaging to promote Breast Cancer awareness during walks as well as the month of October. During the month of October 10% of CRUSH sales will be donated to Breast Cancer Research
17. The ING New York City Marathon CRUSH the Competition, Just Do It ING New York City Marathon is one of the worlds great road races, drawing more than 100,000 applicants annually Gives CRUSH a chance to excel in the media capital of the world before two million cheering spectators and 315 million worldwide television viewers. Our design will be promoting the Team for Kids Charity. Promoting health and fitness in the fight against childhood obesity and diabetes.
18. 2012 Olympics Nike CRUSH will be provided to all participating athletes. The product will feature a limited addition Olympics design, both provided in the arena as well as participating stores where Nike products could be found.
19. News Papers SelectedUSA TODAYs daily print circulation was 1,829,099for the period ending March 31, 2011The Wall Street Journal currently has a printcirculation of 1,613,062 in the United States
20. Magazines Selected
21. Magazines Selected
22. Celebrity EndorsersLeBron James Maria Sharapova
23. CRUSHTHE COMPETITION. JUST DO IT. CRUSH
24. CRUSH THE COMPETITION. JUST DO IT. CRUSH
25. News Paper Spending CPM( Full CPM (1/4 Publication Circulation Full Page 1/4 Page Page) Page) Weeks Full Page Total USA Today (Weekdays) 1,728,413 199,000.00 77,900.00 115.13 $45.07 20 $3,980,000.00 USA Today (Weekend) 1,981,016 242,600.00 95,100.00 122.46 $48.01 10 $2,426,000.00Wall Street Journal 1,613,062 243,966.24 60,991.56 151.24 $37.81 20 $4,879,324.80 Total: $11,285,324
26. Out Door Spending SpendingMedia Outlet: Cost (4 Week Period) Average Number of Ads Totals Billboard Ads: Large Billboard $1500-30000 $15,750 Medium Bilboard $750-2000 $1,375 5000 $6,875,000 Small Billboard $300-750 $525 500 $262,500 Digital Billboard $3500-25000 $14,250 Bus Ads: Bus Exterior Ads $150-4500 $2,325 2500 $5,812,500 Bus Stops $150-4500 $2,325 Bus Interior $20-50 $35 Bench Ads $75-500 $288 Taxi Ads: Taxi Top $200-500 $350 8000 $2,800,000 Taxi Side and Top $500-800 $650 Taxi Full Wrap $950-1950 $1,450 Subway/Train Ads: Backlit Diorama $200-950 $575 2 Sheet (Subway Station Wall) $200-950 $575 10000 $5,750,000 Interior Display (Vertical Format) $75-150 $113 10000 $1,125,000 Interior Display (Horizontal Format) $50-100 $75 10000 $750,000 Total: $23,375,000