1、NIKEAPublicRelationsApproachRobertAlbrightJessicaJoyeSuzanneLittleMattMinchewJasonWallerMeganWilsonMission StatementToleadincorporatecitizenshipthroughproactiveprogramsthatreflectcaringfortheworldfamilyofNike,ourteammates,ourconsumers,andthosewhoprovideservicesforNikeWhat Nike DoesCreateauthenticath
2、leticfootwear,apparel,equipmentandaccessoriesforsportsandfitnessenthusiastsThroughsubsidiaries,designandsellalineofmensandwomensdressandcasualshoesandaccessoriesPrinciple ProductsBeganwithlongdistancerunningshoesin1963Past17years:#AirJordanbasketballshoesWiderangeofshoes,apparelandequipment“Our Hero
3、es”MichaelJordanTigerWoodsMichaelJohnsonMiaHammCelebrityendorsementslendcredibilityandnotorietytoproductshttp:#/ Indicator“Agrowthcompanythathasnotgrown”Impactofspecificproducts(AirJordans,teenagemarket)3MonthStockPerformanceBrand and LogosThe“Swoosh”onlycost$35Memorable,simpleinform,workableinallsi
4、zes,invokesastrongsignalNike DominanceAthletic Shoe Market Share,2000STRENGTHSStrongandmeaningfulresponsetolaborcriticismsHighqualityproductsandgoodoverallreputationPhilKnightsmanagementandleadershipBrandrecognitionandeffectivemarketingWEAKNESSESPoorcommunicationoflaborpracticesInsufficientlineofaff
5、ordableshoesUninformedfactoryworkersNikes Overall ReputationNike Compared to CompetitionFairness of Nikes LaborPracticesQuality of Nikes ProductsOPPORTUNITIESIncreasedsalesduetothestrengtheningeconomyMorepositivepublicperceptionofNikessocialresponsibilityGrowththroughincreasedpresenceinlow-tomid-pri
6、cedshoemarketTHREATSIncreasedawarenessofhumanrightsGrowingcompetitionCompetitorsattractingfemaleconsumersMountingdisapprovalofalleged“corporatization”ofcollegeathleticsRecommended ActionACloserLookAtLaborPracticesAndPotentialSalesOBJECTIVE 1ToincreasepositivepublicperceptionofNikeslaborpracticesby20
7、%byApril16,2003STRATEGY 1-1IncreasecommunicationofpositivestepsNikeistakingconcerninglaborpracticesKeyPublics:#MediaConsumers(esp.universitystudents)TACTICSCreatefactsheetsoutliningminimumwagediscrepanciesamongcountriesCirculate“LetterstotheEditor”highlightingpositiveaspectsofNikeslaborpracticesBrin
8、gavisibleNikerepresentativetocollegecampusesTACTICSCreatefocusgroupstoassessNikeslaborpracticesDistributeavideonewsreleasepromotingNikeseffortsintheglobalcommunitySTRATEGY 1-2MakechangestoimproveNikescurrentlaborconditionsKeyPublics:#ForeigngovernmentagenciesNikeemployeesSocialactivistorganizationsT
9、ACTICSCreateananonymoussystemtoprotectwhistleblowersSpecifyandinformemployeesoftheirrightsandresponsibilitiesundertheNikecodeofconductProvideemployeeswithtimeandmoneytoenrollinNikeseducationalprogramsEnsuresurprisevisitsareasurpriseEVALUATIONRepeatsurveysatsixmonthintervalstogaugepublicperceptionRev
10、isitwithfocusgroupstorecordtheiropinionsofimprovementsOBJECTIVE 2ToincreaseAmericanshoesalesby$100millionbyApril16,2003STRATEGY 2-1EstablishabetterpresenceintheaffordableshoemarketKeyPublics:#MediaConsumersonlywillingtospendlessthan$85TACTICSDevelopadvertisingtacticstopromoteNikesPrestolineofshoes($
11、60-$85)Aggressivelytargetbudgetconsumersthroughsalespromotionsanddiscountsonmid-pricedshoesBuildastrongerrelationshipwithmoderatelypricedretailersthroughsalesassociatesIncreasenumberofNikeoutletstoresofferingdiscountedmerchandiseSTRATEGY 2-2EstablishacompetitivepresenceamongfemaleconsumersKeyPublics
12、:#MediaFemaleconsumers(potentialandreal)TACTICSCreateadvertisementsthatshowcaseNikesfemaleshoesbyfeaturingprofessionalathletesandnon-celebrityfemaleswhouseNikeproductsDevelopashoenamedforacelebrityfemaleathlete,suchasMiaHamm,comparabletoAirJordansActivelypursuemorefemaleathletesforendorsementsandadvertisementsbyextendingcompetitivecontractoffersEVALUATIONMeasuregrowthofdomesticshoesalesatsixmonthintervalsSeparatelyrecordsalesofmid-pricedshoesandwomensshoesQUESTIONS?#
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