Nike耐克公司英文介绍PPTPPT格式课件下载.ppt

Nike耐克公司英文介绍PPTPPT格式课件下载.ppt

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NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMissionStatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovideservicesforNikeWhatNikeDoesCreateauthenticathleticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmensandwomensdressandcasualshoesandaccessoriesPrincipleProductsBeganwithlongdistancerunningshoesin1963Past17years:

@#@AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“OurHeroes”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp:

@#@/Indicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts（AirJordans,teenagemarket）3MonthStockPerformanceBrandandLogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsizes,invokesastrongsignalNikeDominanceAthleticShoeMarketShare,2000STRENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnightsmanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaffordableshoesUninformedfactoryworkersNikesOverallReputationNikeComparedtoCompetitionFairnessofNikesLaborPracticesQualityofNikesProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNikessocialresponsibilityGrowththroughincreasedpresenceinlow-tomid-pricedshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommendedActionACloserLookAtLaborPracticesAndPotentialSalesOBJECTIVE1ToincreasepositivepublicperceptionofNikeslaborpracticesby20%byApril16,2003STRATEGY1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:

@#@MediaConsumers（esp.universitystudents）TACTICSCreatefactsheetsoutliningminimumwagediscrepanciesamongcountriesCirculate“LetterstotheEditor”highlightingpositiveaspectsofNikeslaborpracticesBringavisibleNikerepresentativetocollegecampusesTACTICSCreatefocusgroupstoassessNikeslaborpracticesDistributeavideonewsreleasepromotingNikeseffortsintheglobalcommunitySTRATEGY1-2MakechangestoimproveNikescurrentlaborconditionsKeyPublics:

@#@ForeigngovernmentagenciesNikeemployeesSocialactivistorganizationsTACTICSCreateananonymoussystemtoprotectwhistleblowersSpecifyandinformemployeesoftheirrightsandresponsibilitiesundertheNikecodeofconductProvideemployeeswithtimeandmoneytoenrollinNikeseducationalprogramsEnsuresurprisevisitsareasurpriseEVALUATIONRepeatsurveysatsixmonthintervalstogaugepublicperceptionRevisitwithfocusgroupstorecordtheiropinionsofimprovementsOBJECTIVE2ToincreaseAmericanshoesalesby$100millionbyApril16,2003STRATEGY2-1EstablishabetterpresenceintheaffordableshoemarketKeyPublics:

@#@MediaConsumersonlywillingtospendlessthan$85TACTICSDevelopadvertisingtacticstopromoteNikesPrestolineofshoes（$60-$85）Aggressivelytargetbudgetconsumersthroughsalespromotionsanddiscountsonmid-pricedshoesBuildastrongerrelationshipwithmoderatelypricedretailersthroughsalesassociatesIncreasenumberofNikeoutletstoresofferingdiscountedmerchandiseSTRATEGY2-2EstablishacompetitivepresenceamongfemaleconsumersKeyPublics:

@#@MediaFemaleconsumers（potentialandreal）TACTICSCreateadvertisementsthatshowcaseNikesfemaleshoesbyfeaturingprofessionalathletesandnon-celebrityfemaleswhouseNikeproductsDevelopashoenamedforacelebrityfemaleathlete,suchasMiaHamm,comparabletoAirJordansActivelypursuemorefemaleathletesforendorsementsandadvertisementsbyextendingcompetitivecontractoffersEVALUATIONMeasuregrowthofdomesticshoesalesatsixmonthintervalsSeparatelyrecordsalesofmid-pricedshoesandwomensshoesQUESTIONS?

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