Executive Summary Advertising is a paid form of non-personal communication about a service, brand, organization or a product.However the nature and purpose of advertising differs from one industry to another and across different situations, it could be in the form of communication and persuasion or as Brand Equity, Brand Image or Relational marketing. Marketing is the activity set of institutions and process of creating, communicating and delivering and exchanging offerings that have value to the customer, client and society at large. And the value refers to the customer perception of all the benefits of a product or service weighed against the cost of acquiring and consuming it. While marketing communication in the past is fragmented or uncoordinated, it has been regained that to effectively advertise within a budget and to achieve maximum reach, a communication mix is needed. Thus the report is on a proposed campaign of building of existing mixed of communication marketing to achieve the goals of maximizing outreach. 1 Introduction 1.1 Company and industry Founded as an importer of Japanese shoes, NIKE, Inc. (Nike) has grown to be the world's largest marketer of athletic footwear and apparel, with the company's products sold worldwide in retail stores, Nike Towns and factory outlets. Nike involved in the design, development, and marketing of its wide range of core athletic shoes and apparels which are mostly manufactured by independent contractors located overseas. Through consistent innovation in the design of its products and heavy promotion, the company fueled its growth in both U.S. and foreign markets. net income decreased 47% to $243. reduced profit margins and/or increased costs. Nike revenues declined 2% to $4.1.2 External Factors “In the third quarter of fiscal 2009. these conditions could affect the business in a number of direct and indirect ways.1 Brand positioning The appeal of brand names is greater than ever as marketers recognise that building and reinforcing the image of their brands is a key to profitability and growth. In the future. The Company might well position from a business and financial perspective.4 billion. it is necessary to identify and manage potential exposures over the short and long term and managing to continuously increase the stake in different regions.8 million. setting the tone . The deteriorating macroeconomic environment has caused significant volatility in global financial markets and has continued to put significant pressure on discretionary consumer spending worldwide. 2 Brand Analysis 2. changes in interest and currency exchange rates. 2009) In responds to the inherent uncertainty presented by the evolving macroeconomic conditions. lack of credit availability and business disruptions due to difficulties experienced by suppliers and customers. And in today’s context no longer can building and maintaining brand equity be attained by spending large sums of money on media advertising as Brands become more about how people relate to them or the communities that form around them rather than just the product quality or performance. but is not immune to global economic conditions. Thus the aim of this project is to propose a marketing communication campaign plan for Nike in Singapore. It was by foresight of Nike co-founder Bill Bowerman made a description on his observation on the endless possibilities for human potential in sports. including lower revenues from slowing consumer/customer demand for our products.“ (Yahoo Inc. Companies are finding the increase difficulties to control their brand image while such wealth of information about their products and services are easily accessed and shared throughout the internet. personality and brand voice. Similarly such influences are not totally to the disadvantage of the company as this opens up to new avenues of marketing communications. blogs and online web communities. with the consumers using the internet to make price and quality comparisons. or to create business opportunities that set Nike apart from the competition and provide value for the shareholders. . And through the same goal it has branched to other brand measurement value. core competencies and the brand aspirations. thus providing with a competitive advantage that allows earning of greater sales volume and higher margins than it could without the name.]” (Nike. Nike. Thus a Brand audit has been created marking the starting point of all planning. articulated as the brand promise.and direction for the company. which was made many years ago and has continued till even today to inspire. the Brand Equity or a favorable impression to the brand name and the Brand Relationship or impressing the consumer that the brand actually does deliver as perceived. which defines the identity.2 Social networks and influences The relationship between brands and their customers has become much more complex. whether to develop products that help athletes of every level of ability reach their potential. Thus creating the mission statement [to bring inspiration and innovation to every athlete* in the world. “The goal is to carry on his legacy of innovative thinking. or to learn what others think about various brands while sharing their experiences and satisfaction level through forums. 2. 2009) It is through this message that has brought together the core values. According to Beverly Wong. Nike developed an online blog to collect 'iStories'.1 Demographics The marketing communication process begins with identifying the audience or customers who have similar needs and wants. 2006) To leverage this finding. 2006) An at the end of the event.In year 2003. or testimonies of challenges and insecurities that local women face which was consolidated into a global portfolio. Nike has localized its global 'I Woman' platform via on-ground activities in Singapore. For instance." said Wong. we noticed women were becoming increasingly active in sports. which kicked off on 11th October. the Nike Women retail offering is particularly strong in Singapore. “Singapore. "We had over five thousand registrants for only 2.Nike has rolled out another “Just Do It” campaign." (Haymarket Media Limited." said Wong. thus able to represent some type of market segment that can be reached with the same basic communication strategy. Which prove to show the continuous effort of Nike to innovate and utilizing on new found mediums of marketing communication to build on the brand relationship with the consumers. there are more and more women running outdoors rather than in gyms. "This year we've experienced a 50 per cent growth in the first half. year-on-year. at street level this time with a mission to redefine . marketing manager of Nike Singapore. 3 Campaign objectives 3. "Response to this event was overwhelming.500 spots. And we've noticed certain trends." (Haymarket Media Limited. 23rd October 2007 . so we intensified our efforts here. "Since 2003 onwards. Nike sponsored the 2003 Shape Run which is one of Singapore's first marathons for women only. improvisation and creativity of ‘real-life’ people who are excelling in the tribe.sports for Singaporean youths. Which continuous marketing communications are needed to build on this targeted group from a cognitive stage feeding them with knowledge and raising awareness to . thus a model of Feel-learn-do (psychological) is recommended for this affective group. Keep it real. The creative rationale was to use naturalistic settings. Let the tribes speak. Glenn Heng. Marketing Manager of Nike Singapore. particularly those aged between 14 to 28 years old. JUST DO IT. the campaign entitled “Respect the Tribes” ran on JCDecaux. posters and online. 2007) This previous campaign has set the stage for the hierarchy of effects model for the target segmentation as a touch-point and as a learning response. so as to ‘ground’ these tribes and their cultures within the urban fabric of Singapore. where these sporting activities take place. The nature of the product is apparels and its pricing model is leaning towards high involvement. the campaign sought to emphasize the individuality. to their full advantage. Visibility garnered from Outdoor medium will resonate and re-energies our ‘Just Do It’ message to our youths. Covering a distinct area of 8 meters wide and 10 meters in height.” The 12-week campaign also runs on booklet distribution. Let the tribes play. Street side Network comprising of 12-sheet posters as well as a Billboard buy on the building façade of The Heeren. explains: “We chose Outdoor as the key medium for our campaign as we wish to reach the youths on their home grounds and inspire their passion for their chosen sports. spontaneity. “(JCDecaux Singapore. by celebrating new sports tribes and amplifying their passion for their sports. Media duties were handled by Mindshare Singapore. To ensure high visibility and awareness building among the experimental sportsdriven youths. m.S Open 2009.the next stage of effectiveness in liking to the style. having preference and building of conviction to the brand. The recent 2009 US Open was experienced by more fans on-site. broke all previous ratings records for the network. including the No. The US Open coverage on Tennis Channel on Saturday. Sept.org. surpassing last year’s record of 39 million visits. ESPN2 which is available to Singapore cable market posted its two most-watched tennis telecasts in its history on Wednesday. “Sports are ubiquitous and it is a known fact that people's appetite remains strong despite the current demanding economic times. the official website of the US Open.2 Target Audience Building on the previous targeted segment particularly those aged between 14 to 28 years old. the campaign hope to replicate and optimise the coming Australian Open in Jan 2010 as top sporting events. offering the best way to make a touch points to viewers. Sept. 4 rank during the 8 p. leading sports do come close. on television and online with the total visits to USOpen. 2009) Following the success of viewership of the U. Sept. Singapore. has the ability to reach out and attract a wide and diverse audience. 9. to 9 p. with its mass appeal. while nothing can entirely escape the economic downturn. with passion in sports. There is a recent and future event to more narrow down the targeted audience and the potential of profit. “(Contributed Content. 3. topping 63 million. In hard times.org. and the network ranked within the top 10 on all ad supported cable. As The Economist reported. 2009) . hour (USOpen. and Thursday. 10. 5. people need escapism and the best way a sponsor can benefit from that affinity is to leverage on the platforms that build the connections between sports fans and premium sports properties.m. and STAR Sports'(available to Singapore Cable market) comprehensive television coverage of the Australian Open which includes nearly 160 hours of live tennis matches. Warren. It’s what makes us smarter. Especially with a reach of over 45 million viewers across Asia.The upcoming Australian Open 2010 is deem to be the best medium of marketing the campaign for Singapore market being that the current Barclays Premier League2009/10 Season has already its own set of global marketing objective. Message strategy development 5. 2009. will be much anticipated reinforce touch points between the brand. It helps our business grow and helps us connect with consumers. “Speed” and “Control” and fulfilling the above objective as it give a sense of superior technology or it could be also interpreted as a sense of achievement making it a combination of rational and emotional appeal to the consumer.” —Gina A. while the Formula one event has already been held earlier of the year. Control” with Nike’s “Swoosh” logo 5. It’s what makes us better. 2009) “Diversity and Inclusion is fundamental to Nike’s performance. Not forgetting the trade mark of the Nike Logo which has already plunge deep into the consumer minds that it is symbolic to the slogan “Just do it” .1 The Slogan “Power. Speed. (Contributed Content. VP Global Diversity & Inclusion (Nike. Singapore.2 Proposed message positioning The proposed slogan builds on Nike’s continuously effort of innovation as well as building of emotional feelings of accomplishment. Tennis would suit the theme of the targeted audiences which is popular among young upscale male audiences across Asia. t he sport and the viewers.) 5. The words “Power”. 3 storyboard The selection of the moving images using the top range of technological advancement of transportation (or Movement) is symbolic to the slogan of (Power.5. In additional. Speed. the Tennis stars featured are the finalist or featured clash (match) of . Control) with Nike’s logo interpreted as a sign of approval (checked) or the ability to “Just Do it”. Reason being that these are the avenues which the audience are able to watch the matches. next would be the steps of the selection of Media choice as well as developing a Media plan. 6.the recent passed major sport event in tennis which also will raise awareness as all three of the tennis stars happen to be spoke persons of Nike. In Singapore. this reduce greatly the cost to widely advertise. . Conclusion With the plan set for the marketing campaign. Thus again bringing the impression that the brand is a must to achieve greatness as well as the only choice of arsenals to compete in the top flight. The selection of Media is likely to be through Television and the Internet. Thus meeting the goals set in the introduction while taking consideration of the external factors. due to the limited breasting companies. html Contributed Content.sg/content/news/20071023. Company Histories (Nike Inc).aspx TennisServer. 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