NIKE品牌理念.ppt

1、RETAIL THEATRE:,BRINGING THE BRAND TO LIFE,NIKE:,WHO ARE WE?,WHO ARE WE?:,Started in 1962 with $500 Based on a handshake between two men Aim to make running shoes suitable for runners,Now has revenues of $11billion Operates in 160 countries with 24,300 employees Brands including Nike, Converse and C

2、ole Hann,”If You Have a Body You Are An Athlete”,n,NIKETOWN LONDON:,WHAT DO WE DO?,Opened 1999 by Michael Jordan Approx 3million visitors per year 68,000sqft over four floors,Running club 200 per week attend 160,000 units of stock 260 staff 1 in 5 through the door leave with a purchase,Our mission s

3、tatement: Deliver premium consumer experiences at every touch point,NIKETOWN LONDON:,WHY DO WE CREATE THEATRE?,WHY DO WE CREATE THEATRE?:,Create a destination drive footfall Tell the Brand story Better understanding of the Brand Encourage loyalty Encourage performance,RETAIL THEATRE:,HOW DO WE DO IT

4、?,HOW DO WE DO IT?:,In store-communication,HOW DO WE DO IT?:,Use athletes as heroes,HOW DO WE DO IT?:,Attract this is the classic DIY kind of guy: he fixes it, builds it and renovates it himself. Third is the conventional customer. This customer is the co-creator of product value, where all products

5、 are viewed as services and through use of the product the customer becomes a co-creator of its applications. Fourth is the intentional customer who wants to be in on the design phase. This customer shops Build-A-Bear stores, designs his own basketball shoes at NikeID.com or builds her own Barbie on

6、line. Lastly, theres the radical customer. This type discovers new ways to use a product; ways that werent even intended when it was designed. iPOD is one example; it was intended for music but those radical customers wanted more, so now we have pod casting. According to Honebein, the trick for busi

7、nesses is determining what type or combination of types its customers are and to design a system that satisfies them. Look at your business through the eyes of your customer type and address operations to that type. Betting on self-service Looking at business through the customers eyes was the chall

8、enge facing Tim Yeltin, director of new development for Charlson Broadcast Technologies (CBT), a Northern Kentucky that has been bringing IT innovations to the horse racing industry since 1985.,WHAT WOULD WE DO? :,Know our mission statement,WHAT WOULD WE DO? :,Know our mission statement Make sure ou

9、r people know it and believe in it,WHAT WOULD WE DO? :,Know our mission statement Make sure our people know it and believe in it Dont fake it,WHAT WOULD WE DO? :,Know our mission statement Make sure our people know it and believe in it Dont fake it Diversify and enhance but dont lose sight of your c

10、ore purpose,WHAT WOULD WE DO? :,Create heroes,WHAT WOULD WE DO? :,Create heroes Become relevant to our market,WHAT WOULD WE DO? :,Create heroes Become relevant to our market Create a marketing calendar,WHAT WOULD WE DO? :,Create the right environment,WHAT WOULD WE DO? :,Create the right environment

11、Embrace technology,WHAT WOULD WE DO? :,Create the right environment Embrace technology Make it interactive,WHAT WOULD WE DO? :,Create the right environment Embrace technology Make it interactive Break the barriers encourage talk!,Man Vs Machine What are the implications of a cyborg society?,The psyc

12、hology of speed dating the origin of magical beliefs and Londons first media-arts festival launches,WHAT WOULD WE DO? :,Focus on features and benefits,WHAT WOULD WE DO? :,Focus on features and benefits Communicate them clearly,WHAT WOULD WE DO? :,Focus on features and benefits Communicate them clearly Ensure relevant content,WHAT WOULD WE DO? :,Focus on features and benefits Communicate them clearly Ensure relevant content Right product, r