PowerPoint Presentation

Nike+ FuelBand SEPresentation By:Chandra Vijay, Darshan Shah, Gaurav Vasani,Jeff Dagg, Krishan Kamal & Varun Thakur

PRESENTATION ROADMAPBrand Review01Key Issues02Target Market03Objective04Key Message05The Big Idea06Campaign07Budget08Questions09Nike & Nike+ FuelBand SEProduct: Nike+ FuelBand SEProduct: Nike+ FuelBand SENike+ FuelBand SE CampaignNike+ FuelBand SE CampaignNike+ FuelBand SE CampaignNike+ FuelBand SE CampaignNike+ FuelBand SE CampaignThank You

Brand ReviewNike & Nike+ FuelBand SE

Nike

They sell their products through company owned retail stores, independent distributors and web store.It is amongst the most recognized brands with swoosh logo and brand positioning as leader with Just Do It.NIKE is one of worlds largest company engaged in the design, development, marketing and selling of athletic footwear, apparel, equipment, and accessories.

Nike+ FuelBand SE

Nike+ FuelBand SE is constantly connected with the iPhone or Android based smartphone using Bluetooth 4.0 technology and Nike+ app enabling real-time track, feedback, reminders and insights that motivates user towards achieving fitness goals in terms of Nike Fuel.Nike+ FuelBand SE is a device that tracks basic life activities with Nike Fuel, which is Nikes universal quantifying method for all kind of activities such as workouts, footsteps, jumps, climbing stairs and other body movements.

Key IssuesProduct: Nike+ FuelBand SE

Key Issues

123tracking weight liftingpoor battery lifepoor water resistanceFitbitsOthersNike FuelBandJawbone

Fitness BandsNike has loyal customers but Nike+ FuelBand (initial version) being innovative, has failed to leverage that brand loyalty.Consumer Behavior

+Technical Issues

Target MarketProduct: Nike+ FuelBand SE

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Target Market

Age: 20-45M/F: 50/50Appeal: UrbanIncome: $30,000+Demographicswho are concerned about their image in the societytech savvy peoplewho want to live active and healthyPsychographiccities and urban areaswhere people are interacting with technology dailyconsider the brand as lifestyleGeographylooking forward to new innovative fitness solutionwilling to spend more than $100 on their fitness solutionsBehaviorNike+ FuelBand SE is an innovative product that will elevate Nikes established brand value and perception in minds of consumers through groundbreaking features offered by product.

Discuss how that target currently feels/interacts with your brand (are they new? Loyal? Disillusioned? Frequent/infrequent users? etc. ), and what you are trying to change;

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ObjectiveNike+ FuelBand SE Campaign

Promotional Objective

IMC program is targeted to achieve 10% increase in market share in 6 months period and help Nike in extending its product portfolio while improving footprints into wearable market.

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Market share by 10%MeasurableIncrease in market shareSpecificConsistent with NIKEs objectivesRelevantConsidering Nikes existing brand image, 10% is acceptableAchievable6 months periodTime-Bound

Relevant: Consistent with NIKEs objectives:Campaign will help Nike in extending its product portfolio while improving footprints into wearable market.

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Key MessageNike+ FuelBand SE Campaign

JConnect With Nature& Stay MotivatedJ

Explain psychology of exercising outside instead of gym.Importance of motivation in daily exercise routine.

How will you support the key message?TV Ad. & Nike+ App. Features---Nike+ app features social integration to connect with friends so that they can make each other competitive. It also allows them to create and join group; achieve goal as a group by sharing progress, cheering each other and enabling them to compete for top position on leaderboard.---What is the appeal technique, tone and manner that you will use to convey this message?Positive Appeal, Shotgun Technique

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The Big IdeaNike+ FuelBand SE Campaign

Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining peoples health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.15

Billboards

Persuade people to walk to office if they are living at closer location.16

Magazines

Primarily on health and technology magazines.17

Newspapers

Mobile

TV/Online Video

ENDNike+FuelBandINTRODUCEDSTART

The CampaignNike+ FuelBand SE Campaign

Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining peoples health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.22

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THE CAMPAIGN WILL START IN

Campaign SpecificsDigital MediaYouTube, Vimeo, etc.Facebook, Tumblr, Instagram, etc.TVCommercialmorning newsbreakfast showstech showsreality shows like The Biggest LoserExperiential Marketingdevice will be given to selected candidates in gyms for free and in return Nike can use their data for ads.Mass Marketingbillboardspublic transits, street cars, bus stops, taxis, and subwaysPrint Mediafashion, sports, health, technology and weekly magazines & newslettersdaily newspapersEvents & SponsorshipsCanada winter games are to be held from February 13th to March 1st, 2015thousands of visitors with 2400 athletes, 100 coaches and officials123456The campaign will be focused on making positive appeal.Key message will be centered on doing things in new and active way while connecting with nature and using gadgets.

Canada winter games are to be held in the city of Prince George, British Columbia from February 13th to March 1st, 2015. 2400 athletes, 100 coaches and officials are expected to participate and the event would be attended by hundreds of media and thousands of visitors.Talk about the media habits of your target as rationale for how and where youre going to put your message;24

BudgetNike+ FuelBand SE Campaign

Nike+ FuelBand is focused around doing things in smart, healthy and active way. FuelBand creates awareness about new technology by adding innovative features to their daily life, maintaining peoples health and motivate to be active in their busy lifestyle. Innovative and lifestyle appeal will be used to position the product in the market that focuses on consumer behavior and perception.25

Budget

Thank You Questions???We hope you liked our campaign