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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 and accessories for sports and fitness enthusiasts Through 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 1963 Past 17 years: Air Jordan basketball shoes Wide range of shoes, apparel and equipment,“Our Heroes”,Michael Jordan Tiger Woods Michael Johnson Mia Hamm,Celebrity endorsements lend credibility and notoriety to products,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 “Swoosh” only cost $35 Memorable, 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 criticisms High quality products and good overall reputation Phil Knights management and leadership Brand recognition and effective marketing,WEAKNESSES,Poor communication of labor practices Insufficient line of affordable shoes Uninformed factory workers,Nikes Overall Reputation,Nike Compared to Competition,Fairness of Nikes LaborPractices,Quality of Nikes Products,OPPORTUNITIES,Increased sales due to the strengthening economy More positive public perception of Nikes social responsibility Growth through increased presence in low- to mid-priced shoe market,THREATS,Increased awareness of human rights Growing competition Competitors attracting female consumers Mounting disapproval of alleged “corporatization” of college athletics,Recommended Action,A Closer Look At Labor Practices And 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 practices Key Publics: Media Consumers (esp.university students),TACTICS,Create fact sheets outlining minimum wage discrepancies among countries Circulate “Letters to the Editor” highlighting positive aspects of Nikes labor practices Bring a visible Nike representative to college campuses,TACTICS,Create focus groups to assess Nikes labor practices Distribute a video news release promoting Nikes efforts in the global community,STRATEGY 1-2,Make changes to improve Nikes current labor conditions Key Publics: Foreign government agencies Nike employees Social activist organizations,TACTICS,Create an anonymous system to protect whistleblowers Specify and inform employees of their rights and responsibilities under the Nike code of conduct Provide employees with time and money to enroll in Nikes educational programs Ensure surprise visits are a surprise,EVALUATION,Repeat surveys at six month intervals to gauge public perception,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 market Key Publics: Media Consumers only willing to spend less than $85,TACTICS,Develop advertising tactics to promote Nikes Presto line of shoes ($60-$85) Aggressively target budget consumers through sales promotions and discounts on mid-priced shoes Build a stronger relationship with moderately priced retailers through sales associates Increase number of Nike outlet stores offering discounted merchandise,STRATEGY 2-2,Establish a competitive presence among female consumers Key Publics: Media Female consumers(potential and real),TACTICS,Create advertisements that showcase Nikes female shoes by featuring professional athletes and non-celebrity females who use Nike products Develop a shoe named for a celebrity female athlete, such as Mia Hamm, comparable to Air Jordans Actively 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?,
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