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1、NIKE,A Public Relations Approach,Mission Statement,To lead in corporate citizenship through proactive programs that reflect caring for the world family of Nike, our teammates, our consumers, and those who provide services for Nike,What Nike Does,Create authentic athletic footwear, apparel, equipment
2、 and accessories for sports and fitness enthusiastsThrough subsidiaries, design and sell a line of mens and womens dress and casual shoes and accessories,Principle Products,Began with long distance running shoes in 1963Past 17 years: Air Jordan basketball shoesWide range of shoes, apparel and equipm
3、ent,“Our Heroes”,Michael JordanTiger WoodsMichael JohnsonMia Hamm,Celebrity endorsements lend credibility and notoriety to products,http:/,Financial Indicator,“A growth company that has not grown”Impact of specific products (Air Jordans, teenage market),3 Month Stock Performance,Brand and Logos,The
4、“Swoosh” only cost $35Memorable, simple in form, workable in all sizes, invokes a strong signal,Nike Dominance,Athletic Shoe Market Share, 2000,STRENGTHS,Strong and meaningful response to labor criticismsHigh quality products and good overall reputationPhil Knights management and leadershipBrand rec
5、ognition and effective marketing,WEAKNESSES,Poor communication of labor practicesInsufficient line of affordable shoesUninformed factory workers,Nikes Overall Reputation,Nike Compared to Competition,Fairness of Nikes LaborPractices,Quality of Nikes Products,OPPORTUNITIES,Increased sales due to the s
6、trengthening economyMore positive public perception of Nikes social responsibilityGrowth through increased presence in low- to mid-priced shoe market,THREATS,Increased awareness of human rightsGrowing competitionCompetitors attracting female consumersMounting disapproval of alleged “corporatization”
7、 of college athletics,Recommended Action,A Closer Look At Labor PracticesAnd Potential Sales,OBJECTIVE 1,To increase positive public perception of Nikes labor practices by 20% by April 16, 2003,STRATEGY 1-1,Increase communication of positive steps Nike is taking concerning labor practicesKey Publics
8、: MediaConsumers (esp.university students),TACTICS,Create fact sheets outlining minimum wage discrepancies among countriesCirculate “Letters to the Editor” highlighting positive aspects of Nikes labor practicesBring a visible Nike representative to college campuses,TACTICS,Create focus groups to ass
9、ess Nikes labor practicesDistribute a video news release promoting Nikes efforts in the global community,STRATEGY 1-2,Make changes to improve Nikes current labor conditionsKey Publics: Foreign government agenciesNike employeesSocial activist organizations,TACTICS,Create an anonymous system to protec
10、t whistleblowersSpecify and inform employees of their rights and responsibilities under the Nike code of conductProvide employees with time and money to enroll in Nikes educational programsEnsure surprise visits are a surprise,EVALUATION,Repeat surveys at six month intervals to gauge public percepti
11、on,Revisit with focus groups to record their opinions of improvements,OBJECTIVE 2,To increase American shoe sales by $100 million by April 16, 2003,STRATEGY 2-1,Establish a better presence in the affordable shoe marketKey Publics:MediaConsumers only willing to spend less than $85,TACTICS,Develop adv
12、ertising tactics to promote Nikes Presto line of shoes ($60-$85)Aggressively target budget consumers through sales promotions and discounts on mid-priced shoesBuild a stronger relationship with moderately priced retailers through sales associatesIncrease number of Nike outlet stores offering discoun
13、ted merchandise,STRATEGY 2-2,Establish a competitive presence among female consumersKey Publics:MediaFemale consumers(potential and real),TACTICS,Create advertisements that showcase Nikes female shoes by featuring professional athletes and non-celebrity females who use Nike productsDevelop a shoe na
14、med for a celebrity female athlete, such as Mia Hamm, comparable to Air JordansActively pursue more female athletes for endorsements and advertisements by extending competitive contract offers,EVALUATION,Measure growth of domestic shoe sales at six month intervals,Separately record sales of mid-priced shoes and womens shoes,QUESTIONS?,