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DeRose , Henry, Nellett, Stamm, Swanson

DeRose , Henry, Nellett, Stamm, Swanson. Nike's History. Est. 1964 in Athletic Footwear. Product. Logo Slogan Trends. Competition. Nike Inc. portfolio. Country Overview. Population: 127,797,000 Spoken Language: Hondo, Nanto Written Language: Kanji, Hiragana, Katakana

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DeRose , Henry, Nellett, Stamm, Swanson

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  1. DeRose, Henry, Nellett, Stamm, Swanson

  2. Nike's History Est. 1964 in Athletic Footwear

  3. Product Logo Slogan Trends

  4. Competition Nike Inc. portfolio

  5. Country Overview Population: 127,797,000 Spoken Language: Hondo, Nanto Written Language: Kanji, Hiragana, Katakana GDP: 5,042 Billion Literacy Rate: 99%

  6. Advertising Industry In Japan Asia-Pacific Market Share: 31.4% Industry declined 2.9% from 2007-2011 Industry expected to increase 3.7% by 2016 Buying Power: Moderate Entrance Into Market: Moderate Global reputation for starting trends

  7. Footwear Market In Japan Asia-Pacific Market Share: 31.6% Market grew 1.3% from 2011-2012 Market expected to grow 3.4% by 2017 Buying Power: Moderate Supplier Power: Moderate Entrance Into Market: Moderate

  8. Power Distance 54

  9. Individualism 46

  10. Masculinity/Femininity 95

  11. Uncertainty Avoidance 92

  12. Long Term Orientation 80

  13. Target Audience • Inactive and active males and females ages 16-25 • Middle to upper class • Those who are trendy • Bright, vibrant colors

  14. Communication Channels • Television • Magazine • Outdoor

  15. TV • Will target channels like J sports ESPN as well as the Golf network • Japan has the second largest advertising television market after the United States • Japanese people watch TV for about 4.5 hours per day

  16. Magazine • Targeting sports magazines such as Outdoor Japan and Japan ESPN magazine • Magazines account for 7% of total ad spending in Japan • Great medium to get key details presented and can distribute towards a specific demographic

  17. Outdoor • Specifically LED Billboards & Transportation System • Bright lights serve as an eye catcher and helps reinforce top-of-mind awareness • Japan has one of the largest public transportation systems

  18. Nike Free Run vs. Adidas adiZero adiZero: • lightweight • available in many colors • $125.00

  19. Nike Free Run vs. Adidas adiZero Free Run: • lightweight • available in many colors • holds iPod nano inside shoe • $99.95

  20. Purchasing Involvement High: Athletes and avid runners Low: fashion conscious consumers Emotional: based on appearance and the Nike brand name

  21. Positioning "A trendy, high performance shoe, that is more technologically advanced than any other running shoe."

  22. Ad Objectives • More outdoor activities • Uncertainty avoidance: 92 • Motivation and goal-oriented

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