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NIKE PRODUCT LAUNCH 2015
Transcript of NIKE PRODUCT LAUNCH 2015
BY: Sendy Chung, Bonnie Cheuk, Cleo Ioannou, Anthony Makragelidis & Juan Tjiong
Brand value was estimated at $19 billion in 2014, up from $15 billion in 2012
This same philosophy and determination is driving us to
be the best
in the market
Innovation is at the
of Nike's business growth strategy
focus to be better
helps us create the
world's most innovative products
for consumers across the globe
Largest proportion of market share in the athletic gear market within Australia
Currently owns 35.21% total market share in the sports/fitness industry
Global market share in footwear in 2015 at 21.8%, and expected to rise to 27.2% in 2020
Nike and our consumers
live and breathe
the world of sport and
we know this
Primary focus is aimed towards
empowerment for the competitive, athletic user
However, there is also a shift of focus to the more
casual, recreational user
that leave consumers with
feelings of empowerment
, giving it the advantage of reaching the ‘
’ level of benefits
, with our innovations and products seeking to develop athletic potential
Industry is highly competitive and there are many prominent players
Constantly faced with emerging competition with brands such as Adidas, Reebok, Puma, Under Armor and Asics
THE LARGEST SELLER OF ATHLETIC FOOTWEAR AND APPAREL IN THE WORLD!
We have footprints in
and introducing proprietary products - Nike Air, Lunar, Dri-Fit, FlyKnit
- Neymar, LeBron James, Roger
so how do we compete?
reached maximum capacity and peaked
in the realm of health and lifestyle clothing, footwear and equipment compared to its competitors. Nike will be
its operations into the
health drinks market
. Nike will set up
within its existing retail outlets which will create and sell a variety of
freshly made juices to health conscious consumers
. Nike will extensively use its
current brand image and status
as a key
factor in driving success
Premium freshly made juices with the finest and freshest ingredients
Sleek and modern recyclable packaging with gold and black to symbolise strength and endurance Nike swoosh will be prominent with the hashtag #JUSTDRINKIT
Premium pricing of $8 to reflect the current status and image of Nike
Option of added protein or supplements to target athlete orientated consumers so we can target both markets
Nike Fuel will be available across the
Top 10 Nike Retail Outlets
in each capital city across Australia
Juices will be
made to order
within the location to ensure
with high levels of
due to Nike's status
Distribution networks will be sourced
with seasonal ingredients.
from the source to the store to ensure freshness and efficiency.
Nike will heavily rely on WOM from its existing loyal and ethusiastic customer base.
However, in order to attain initial customer awareness, Nike will implement and invest in national widespread advertising promotions, on TV, radio and social media, which will emphasise Nike's new offering as a way of life.
Only apparel brand to offer juices
Strong base of loyal customers globally
Little threat of competitors so substitute possibility is low
High barrier of entry into market so large companies like Adidas can imitate but they do not have our market share
Full-time student with part-time office job
House in Sunderland
Makes own buying decisions and is influenced by societal standards
Chooses products to be up to date with latest trends
Everything consumed has to be a well-known brand
Recreationally exercises yet is aware of importance of healthy lifestyle
Loyal to Nike for its variety and the athleticism perceived with the brand
Nike... a way of life
Nike's idealogy is based on a
pursuit of excellence
in which peoples' lives are improved through competition, fair play, fitness and self-esteem
WHERE ARE WE NOW?
Healthy eating, being energetic, constantly on-the-go, and being fit
Needs for convenient and quick food and healthy beverages
Primarily to show off a status of being healthy and fit
offers recipes and health food bars
THE GAP WE'VE IDENTIFIED!
Relatively inelsatic demand from consumers who seek premium, fresh and healthy alternatives
on average per 750ml
Based off market research, Nike consumers favour quality goods at a premium than cheaper goods that sacrifice quality.
HOW ARE WE
GOING TO GET
Boost Juice, Top Juice.
Leading supermarkets, gyms.
Adidas, along with other major
sporting apparel brands,
entering this market.
Energy drinks (Red Bull, V), Ice Tea (Lipton).
HOW ARE WE GOING TO LAUNCH?
"Provides a hit of energy to keep you fuelled throughout the day"
Nike Fuel will expand to more locations across Australia and intends to enter the US market once the new product/concept is established and accepted as a key success factor for Nike.
Nike Fuel intends to eventually, branch into stand alone Nike Fuel stores, be a prominent store at events such as health and fitness expo’s and sporting events as well as setting up vending machines with some of the most popular juices to increase accessibility and visibility.
Our existing target market: The professional athlete
because it will form our target market in the future.
embracing current lifestyle trends
, such as healthy eating and regular exercise.
Sample: Superfruit Punch
Ingredients: Acai Berry, Goji Berry,
Packed with antioxidants, vitamins and zinc.
; contain amino acids which promote muscle performance, energy production, endurance and strength.
: Contain Vitamin C, B2, A, iron, selenium and other antioxidants.
; great source of Vitamin C.
; Cardiovascular, cholesterol and blood pressure benefits.
same sources of inputs
(i.e. fruits and vegetables across NikeFuel Stores which are in close proximity to ensure consistency in products.
There is a lifestyle change and significant trend towards regular exercise and training, and healthy eating.
1. Being fit and healthy is now used as a means to define someone's status and identity
2. Rapid rise in healthy eating as a means of changing their diet, rather than solely exercising.
3. However, one trend remains a concern:
Food trucks are recognised as a modern and trendy alternative
Sample: Berry refreshing
Ingredients: apple, grapefruit, banana, guava, raspberries, pomegranate, cranberries
The SuperFuels range alkalize’s the body, aids in weight loss, regulates diabetes, helps digestion, cleans the skin, and makes the perfect snack.
"Give you superpowers to get through the rest of your day"
Sample: Berry refreshing
Ingredients: Banana, Blueberries, Oats, Coconut Water, Honey, Whey Protein Powder, Chia Seeds.
"Stay toned and terrific"
Protein Fuels help to shorten recovery time after exercise and stave off hunger pangs. B6, manganese, vitamin C, and copper, not to mention the fiber and potassium we all know and love.
Sample: green with envy
Ingredients: Celery, Kale Leaves,
Green Apple, Parsley, lemon juice,
Lime Juice, Ginger
Provides an excellent source of vitamin K and molybdenum. It is a very good source of folate, potassium, dietary fiber, manganese, and pantothenic acid. The detox/Green range is also a good source of vitamin B2, copper, vitamin C, vitamin B6, calcium, phosphorus, magnesium, and vitamin A.
Market potential in juice bars
According to the IBIS World’s Juice and Smoothie Bars market research report 2015:
Revenue is currently at $349m in 2015 and is expected to grow by 4.2% over the next 5 years.
"Feel fresh and revitalised"
Social Media Campaigns
-Instagram, Facebook, Twitter where constant updates about the latest juices and health tips will be posted daily.
Nike Loyalty Cards
- every 10 juices, get one free to encourage repeeat purchases and brand loyalty.
Sporting, Health and Lifestyle Events
Sponsoring sporting events
as a way to promote the brand and its healthy living image
from health celebrities and professionals.
- Attaining the Heart Foundation 'Tick of Approval' further reinforces and upholds Nike's promise of providing healthy and nutritional products.
The attainment of ‘near fanatical’ customers is possible because
Nike sells more than a product
, and promoting healthy eating but rather they
sell a lifestyle and a higher way of life.
Nike aims to fundamentally create an
entirely new universe
Place the customers in the very center of their world.
of Nike Clique:
The Nike swoosh is believed to be one of the
most recognizable brand icons
in the world, it conveys "Nike" without need of words.
Nike Clique members are truly attached and intensely devoted to the product/service Nike provides. Nike Clique has potential to be a worldwide success because:
Nike have achieved a
superior level of customer loyalty
; customer’s exhibit a strong sense of
in the brand’s quality of goods.
Nike’s brand loyalists perceive
no true competitors
to the brand as there are
for the "true" brand.
Loyalty has been
sustained over time
(as opposed to fads which are unsustainable and short-lived)
Nike customers feel as if they are
purchasing more than an ‘actual’ product;
Nike customer’s embrace Nike’s products as a ‘way of life’
Those who belong to
are those consumers who identify Nike as more than just a brand, but as a way of life.
They believe they embody all that Nike represents.
, the green pigment in plants, helps oxygenate the blood, creating increased brain function and physical energy.
- involve consumers in value creation process
- Soccer World Cup, Rio Olympic Games, Super Bowl
Portfolio of globally recognised brands
- Converse, Hurley, Jordan
$6.50 per 750mL
$6.50 per 750mL
$5.00 per 750mL
$5.00 per 750mL
$9.00 per 750mL
$5.25 per 750mL
$5.25 per 750mL