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Consumer Journey

Nike-Asics-New Balance
by

Federico Faga

on 28 March 2013

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Transcript of Consumer Journey

THE CONSUMER JOURNEY Costanza Cappella, Lise Castagné, Federico Faga, Marianne Joliette, Giulio Natoli, Eric Thomas I LIKE TO RUN BUT I NEED NEW SHOES!! FIRMS STRATEGY INITIAL CONSIDERATION SET TRIGGER NIKE ASICS NEW BALANCE SEO PAID SEARCH Comparative Audit
--> For each company
1) Content analysis (Keyphrases, Index inclusion...)
2) Structure analysis (Site architecture, external/internal links) + Identification of keyphrase strategy
3) SEO Authority
--> Results It’s total marketing budget hit a record $2.4billion
It spent nearly $800 million on ‘nontraditional’ advertising
Spend on TV and print is down by 40%.
It’s moving on to a world in which its consumers want to be told less and just do more.
Digital ecosystem of consumers and athletes (6 million connected consumers)
Focus on using the innovative technology rather than superstar athletes
Nike Digital Sport is a new division the company launched in 2010 --> Focus on identification of bidding strategy
1) Nike
--> Bid on keyphrases regarding latest products "at
all costs" to achieve #1 ranking + precise matching
2) Asics
--> No bidding (not even flagship products...)
--> Asics claims to manufacture "Best running
shoes" but no bidding
3) New Balance
--> Bid for own brand solely Best in class in running shoes
Excellent growth opportunities in the UK
Develop a new store concept
Focus on retail and customer experience offline
Philosophy to get consumers to choose the channel that’s right for them.
Not enough digital support to the offline
Digital strategy based on creating contest/event and advertise running shoes. Avoiding expensive advertising campaigns
An in-house team that handles the day to day social media management.
Early adopter with a brand page on MySpace
Social strategy centered on content that’s a mix of humor and educational videos
Content management and social media strategy based on“Let’s Make Excellent Happen,” motto, which aims to inspire and motivate athletes to achieve their goals. CONTENT MANAGEMENT SOCIAL MEDIA Different types of posts to create traffic: photos, open questions, videos
Not well-managed by the three brands: no answers from the companies Accounts for each geographic areas / product
Not linked to the Facebook accounts TV Channels for each brand
Linked to the Twitter accounts PURCHASE MOMENT ONLINE COMMUNITIES E-commerce THANK YOU FOR YOUR ATTENTION!! Costanza Cappella
Lise Castagné
Federico Faga
Marianne Joliette
Giulio Natoli
Maximilan Eric Thomas
Full transcript