Undertake Marketing Activities- Nike Fluroshox
Autor: jon • February 26, 2012 • Case Study • 7,279 Words (30 Pages) • 1,684 Views
Project Name:Undertake Marketing Activities- Nike FluroShox
Person Briefing: Michael Fenemore-Cocks
Date: 21st February, 2012
Project Scope:Campaign limited to a National campaign with specific focus on Victoria, Australia.
• To develop an advertising campaign to launch the new range of Fluro Lighter-than-air Shox runners utilizing modern media devices in the promotional mix with a limited budget.
• Specifically the aim is to position Nike as a fashion-forward trendy company and the Nike Shox runners as a must-have item for the generation y segment.
1.0 Background Information: Nike
Nike, Inc is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon. It is the world's leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008. As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded on January 25, 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight, and officially became Nike, Inc. on May 30, 1978. NIKE, the world's #1 maker of athletic footwear and apparel, does more dominating than assisting, to capture a hefty share of the US athletic shoe market. It designs and sells footwear and uniforms for a wide variety of sports. NIKE also sells upscale Cole Haan shoes, as well as athletic apparel and equipment. It operates NIKETOWN shoe and sportswear stores, NIKE factory outlets, NIKE Women shops, and sells its products online. Overall, the company sells its items in some 690 NIKE-owned retail stores worldwide and through about 23,000 retail accounts in the US and via independent distributors and licensees in other countries.
1.1 Company Profile
Logo: NIKE Tick
Type: Public
Traded as: NYSE: NKE
Industry: Clothing and Sports equipment
Founded: 1964 (as Blue Ribbon Sports)[1]
Founder(s): Bill Bowerman, Philip Knight
Headquarters: Washington County, Oregon, United States (Near Beaverton, Oregon)
Area served: Worldwide
Key people: Philip Knight (Chairman)
Mark Parker: (President and CEO)
Products: Athletic
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