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BySusovit Kumar

Nandy

IMC of

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Introduction

- It founded in 1964 as blue ribbon sports and officially became Nike, Inc. on May 30, 1971

- IMC has allowed Nike to link and integrate their brand to every relevant touch point for the consumer

- World’s leading sports footwear and apparel company

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Stages

1970

1980

1990

2000

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Nike’s Promotional History

- 1970: BRS begins manufacturing its own products overseas, through subcontractors; the Swoosh trademark and the Nike brand are introduced.

- 1980: Growth Through International Expansion and Aggressive Marketing

- 1990: First Nike Town retail outlet opens in Portland, Oregon

- 2000: Company begins selling its products directly to consumers via its web site

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IMC Strategy

- Nike strategy evolves continuously to reflect their target audience

- More emphasis on non traditional forms of media

- Focused on creating more direct interactions with consumers

- Spent 33% TV ads and other traditional media

- Spent 67% on non traditional media (Ad Age)

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Strategy

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Nike + Human Race

Global 10 km race series participating in 25 global cities:- The idea was to see how many people from

around the world would do a 10,000-meter race, all starting at the same time.

- Advertised as a perfect opportunity to enjoy all that the world has to offer as well as keeping fit and healthy while raising money for charity.

- Over 800,000 runners logged on- Increased consumer interaction by bring

runners together

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Sold Human Race gear Raised money for charity

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Nike ID Campaign

- Integrated campaign to raise awareness of Nike ID

- Promoted re-launch of the Nike ID website

- Product line that allows consumers to design and purchase custom-made shoes online

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Thank you