The Nike Chic HeelTeam AMKT/421

March 25, 2015University of Phoenix

Christine Goedhart-Humphrey

Agenda:• What is the Chic heel ?

• Our Approach to Advertising the Heel

• Introducing Our New Product

• Digital Campaign Techniques

• Sales and Promotional Platform

• Our Direct Marketing Scheme

• Outdoor and Event Marketing

• Wrap-up

• Reference

What is the Chic Heel?

• Fashionable athletic heel fused with trendy style and comfort

• Provides young girls and women an fashionable alternative to the traditional heel

• Classy heel with crossover appeal and capability

• Underlines the “If you have a body you are an athlete” concept

http://www.google.com/imgres?imgurl=http://www.womensheelsshop.com/images/nikeheels/Nike-Dunk-SB-High-Heels-Yellow-Black-For-Women.jpg&imgrefurl=http://www.womensheelsshop.com/womens-nike-dunk-sb-high-heels-yellow-black-sale126.html&h=480&w=640&tbnid=JqhHyH98yiHVPM:&zoom=1&docid=ukhwABqzikFbuM&ei=LQcTVb74LY21sATO8oHwAw&tbm=isch&ved=0CFAQMygpMCk

Advertising the Heel: Emotional Branding

• Utilizing Nike branding techniques by turning the story of the hero inward

• Embrace, exploit, and identify with the female superhero concept

• Fund advertising campaigns in cities highly populated by women

• Partner with high profile women and companies known for female empowerment

Public Relations & Our New Product:

• Partnering with socially accepted and responsible companies

• Media and Press Releases

• Publicity if more cost effective than advertising

• Appeal to global sustainability

http://ts2.mm.bing.net/th?id=HN.607992736243256881&pid=15.1&H=112&W=160

Digital Campaign Techniques

•Increasing Change in consumer behavior

•Digital marketing approaches

•Behavioral Targeting

•Text message advertising/Reminders

Digital Campaign Techniques:

• Data Collecting

• Member Incentives Program

• Fully Interactive & Customizable features

http://ts2.mm.bing.net/th?id=HN.607996575951883133&pid=15.1&H=120&W=160

Chic Sales Promotion

• Female Sponsored Events

• Buying Incentives

• Holiday/New Year’s Eve Release http://www.google.com/imgres?imgurl=http://www.highheelsusa.com/images/Nike%252520Dunk%252520High%252520Heels/Nike-Dunk-

Low-Womens-High-Heels-Peach-Pink_1.jpg&imgrefurl=http://www.highheelsusa.com/nike-dunk-low-womens-high-heels-peach-pink-p-401.html&h=500&w=750&tbnid=Pk4OU0RSDqZ76M:&zoom=1&docid=3Qeicw9y-jOLNM&ei=LQcTVb74LY21sATO8oHwAw&tbm=isch&ved=0CE8QMygoMCg

Direct marketing - taking the message directly to the consumer:

•Mail order catalogues

•Bulk mail

•Personalized letters

•Email

•Telemarketing

•Point of sale displays

•Packaging designhttp://ts1.mm.bing.net/th?id=HN.607986409764159676&pid=15.1&H=96&W=160

Event Marketing

• Branding and Awareness

• Lead Generation

• Customer Engagement and Upsell

• Education http://www.google.com/imgres?imgurl=http://www.nicekicks.com/files/2013/10/power-of-pink-001.jpg&imgrefurl=http://www.nicekicks.com/2013/10/04/nike-hyperdunk-2013-mineralteal-atomic-pink/&h=382&w=620&tbnid=q-

tk1_fEXJ5lZM:&zoom=1&docid=SuPeRZ8v7qbkLM&ei=NDETVdGWIcedgwTZ9IP4DQ&tbm=isch&ved=0CCEQMygZMBk4ZA http://www.hercampus.com/school/nyu/nike-dc-women-s-half-marathon

https://portal.phoenix.edu/content/ebooks/9780078028984-basic-marketing.-a-marketing-strategy-planning-app/jcr:content/images/f0300-01_alt.jpg

Outdoor Marketing

•Billboard

•Window Displays in Mall Stores

•In Larger cities and markets

• Las Vegas

• San Francisco

• New York

Nike and Chic Heel Financial Info:

• Target of $36 billion in annual revenues by fiscal 2017

• Nike’s women’s business only contributed 18% to the top line in fiscal 2014

• Nike projects Women’s apparel and shoe line will add $2 billion to annual sales by 2017.

• Nike spends roughly %10 of income on ‘Demand Creation’ or advertising, sales promotion and cost of production

• $20 million as initial investment into project is cost effective

Potential Issues

• Large majority of sales may depend upon retailer success

• Initial launch may not generate expected outcome

• Overseas production may strain public opinion of Nike ethics

• Release of heel challenges Nike’s perpetuated image

http://ts2.mm.bing.net/th?id=HN.608044537856856057&pid=15.1&H=83&W=160

Wrap-up

• Classy comfortable crossover heel

• Utilize emotional branding

• Appeal to global sustainability

• Expand our digital footprint

• Leverage Direct Marketing in various ways

• The untapped gender market is unprecedented

• Outdoor displays and events present huge opportunity

• Product Implementation is cost effective

• Problems exist but are tolerable

Any Questions?

http://ts1.mm.bing.net/th?id=HN.608071520&pid=15.1&H=160&W=160515601154

ReferenceYahoo Finance. (March 10, 2015). Nike, Inc. Retrieved from http://finance.yahoo.com/q/ks?s=NKE+Key+Statistics

Nike, Inc. Introduces 2015 Global Growth Strategy.” Press release distribution,

EDGAR filing, XBRL, regulatory fillings. N.p., n.d. Web. 10 Feb. 2014.

http://www.businesswire.com/new/home/20100505007051/en/NIKE-Introduces-2015-Global-Growth-Strategy#.UvmTsJWYbIU

Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J.(2011). Basic marketing: A marketing strategy planning approach

(19th ed.). New York, NY: McGraw-Hill Irwin retrieved from University of Phoenix eBook Collection