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Transcript of Nike Crush
Michael Spinella, Dieu Anh Ho
Coleman 50-quart Wheeled Ultimate Xtreme Cooler: Iffy manufacturer claim, heavy and bulky
Coleman FlipLid 6 Personal Cooler: Heavy, hard to carry on long trips
Klean Kanteen Classic stainless-steel water bottle: Sweats in hot weather
Product Architects Polar Bottle: Not functional for sports, doesn't keep liquid cold, unattractive despite choices
EarthLust Bottle 13oz.: Doesn't accommodate ice cubes
Nalgene OTG - On The Go: Comes in only three colors.
Sigg Classic Traveler: Expensive, ice cubes don't fit in the narrow mouth
Solving the Problem
Users of different ice coolers on www.consumersearch.com specified the problems of them being bulky, heavy and hard to carry, especially on long trips.
Users of different water bottles on www.consumersearch.com specified the problems of them not being able to accomodate ice cubes inside and not keeping the liquid cold. Some consumers also claim the watter bottle companies have unattractive designs, offer very limited color range and are not functional for sports.
That is why we came up with Nike CRUSH!
Determinant Gap MapWeight High
Filling the Gap
Introducing the NIKE CRUSH
Nike CRUSH – feature, function, benefit
Feature: A light, small, colorful and attractive looking sleeve cool drinks within minutes anywhere you are
Function: Cools your drink on the go!Benefit: Small, Light, Portable, Reusable cover, non-toxic
chemicals and Environmentally Friendly.
Target Demographics: 18-34 35-44 College Degree
We can assume from our research that these demographics will have the greatest interest in the Nike Crush because they are most concerned about physical fitness and the foods they consume.
Nike Crush Cooling Sleeve is most ideal for college students and working professionals who lead active and busy lifestyles.
Households with an income of $30,000 & above
We can assume from our research that these psychographics will have the greatest interest in the Nike Crush because our product will offer convenience along with affordable pricing.
Elements:Have a high concern for their overall healthParticipate in physical fitness activitiesIn need of convenient products for a busy lifestyle
Target Cities: Atlanta, Boston, Chicago, Los Angeles, Miami, New York, San Francisco, and Washington DC
Target Demographics:Major Cities
We can assume from our research that these geographic locations will
have the greatest interest in the Nike Crush because of the size and
location of the area. Larger cities offer more commuters that lead
busy lifestyles, which is most ideal for a product like the Nike Crush
Occupation: Full-Time Student/Part Sales Associate
Marital Status: Single
Monthly Income: $800-$1000
Hobbies: Active in aerobics 3 times a week
Interest: Movies, Music, and Physical fitness
Mathew RoseAge:31Occupation: Personal BankerMarital Status: NewlywedMonthly Income: $2000-$3000Hobbies: Occasional golf on the weekendsInterest: Sports, Gaming, and electronics
Avon Walk For Breast Cancer
“Let Nike help CRUSH Breast Cancer”
Nike will provide the “Nike Crush” for walks in Houston, Washington, Boston, Chicago, Rocky Mountains, San Francisco, Santa Barbara, New York City, and Charlotte.
Special Breast Cancer Edition Packaging to promote Breast Cancer awareness during walks as well as the month of October.
During the month of October 10% of CRUSH sales will be donated to Breast Cancer Research
The ING New York City Marathon
“CRUSH the Competition, Just Do It”
ING New York City Marathon is one of the world's great road races, drawing more than 100,000 applicants annually
Gives CRUSH a chance to excel in the media capital of the world before two million cheering spectators and 315 million worldwide television viewers.
Our design will be promoting the “Team for Kids” Charity. Promoting health and fitness in the fight against childhood
obesity and diabetes.
Nike CRUSH will be provided to all participating athletes.
The product will feature a limited addition Olympics design, both provided in the arena as well as participating stores where Nike product’s could be found.
News Papers Selected
•USA TODAY’s daily print circulation was 1,829,099 for the period ending March 31, 2011•The Wall Street Journal currently has a print circulation of 1,613,062 in the United States
LeBron James Maria Sharapova
CRUSH THE COMPETITION. JUST DO IT.
CRUSH THE COMPETITION. JUST DO IT.
News Paper Spending
Publication Circulation Full Page 1/4 PageCPM( Full
Page) Weeks Full Page Total
USA Today (Weekdays) 1,728,413 199,000.00 77,900.00 115.13 $45.07 20 $3,980,000.00
USA Today (Weekend) 1,981,016 242,600.00 95,100.00 122.46 $48.01 10 $2,426,000.00
Wall Street Journal 1,613,062 243,966.24 60,991.56 151.24 $37.81 20 $4,879,324.80
Out Door Spending SpendingMedia Outlet: Cost (4 Week Period) Average Number of Ads Totals
Billboard Ads: Large Billboard $1500-30000 $15,750 Medium Bilboard $750-2000 $1,375 5000 $6,875,000Small Billboard $300-750 $525 500 $262,500Digital Billboard $3500-25000 $14,250
Bus Exterior Ads $150-4500 $2,325 2500 $5,812,500Bus Stops $150-4500 $2,325 Bus Interior $20-50 $35 Bench Ads $75-500 $288
Taxi Top $200-500 $350 8000 $2,800,000Taxi Side and Top $500-800 $650 Taxi Full Wrap $950-1950 $1,450
Backlit Diorama $200-950 $575 2 Sheet (Subway Station Wall) $200-950 $575 10000 $5,750,000Interior Display (Vertical Format) $75-150 $113 10000 $1,125,000Interior Display (Horizontal Format) $50-100 $75 10000 $750,000
Outdoor Spending Allocation
Bus Ads; $0
Publication Cots Circulation Subscribers CPM Months Budget
Golf Digest $154,353 1,672,888 1,595,290 $92.27 12 $1,852,236
DETAILS $76,038 453,246 411,212 $167.76 8 $608,304
GQ $161,437 980,254 803,942 $164.69 8 $1,291,496
Golf World $37,720 209,501 175,184 $180.05 12 $452,640
SELF $182,321 1,545,247 1,301,358 $117.99 8 $1,458,568
ESPN $214,720 2,046,065 2,021,512 $104.94 6 $1,288,320
Women's Health $177,605 1,589,342 1,199,267 $111.75 6 $1,065,630
Shape $182,023 1,656,678 1,388,352 $109.87 6 $1,092,138
The Rolling Stone $191,910 1,467,739 $130.75 6 $1,151,460
Sports Illustrated $392,800 3,300,000 $119.03 12 $4,713,600
Mens Health $195,780 1,892,760 $103.44 8 $1,566,240
Maxim $146,600 2,530,440 $57.93 6 $879,600
Magazine Cost Allocation Golf Digest; $0
Golf World; $0
Women's Health; $0
Shape; $0The Rolling Stone; $0
Sports Illustrated; $0
Mens Health; $0
Online Advertising Spending
Plat form: Cost
Google AdWords $10,000,000
Advertising on sites such as: Facebook, Twitter, and Google AdWords
Facebook has over 500 million users world wide
They currently have over 50 million users that they reach on a daily basis.Which is more then YouTube, Yahoo!, and msn.
People on average spend between 4- 8 hours daily which gives plenty of time for impressions of ads
According to Alexa.com Google is the number one site on the internet todayNot only in the US but worldwide as well.
Consumers are also spending and average of 12 minutes on Google
Why Google AdWords?
Over 37 million people world wide Google Nike on a monthly basisMaking our product more accessible to gain a name in the
Water is also Google-d over 101 million times globally in a month
Averaging our costs to be $1.05 per click.
Advertising Budget Allocation
Plat Form Cost
News Paper $11,285,324.80
Outdoor Media $28,137,500.00
Advertising Budget AllocationNews Paper; 0.12
Outdoor Media; 31%
Events ; 0.27
Month January February March April May June July August September October November December
Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
USA Today (Weekdays)
USA Today (Weekend)
Wall Street Journal
Out Door Media
Bus Exterior Ads
2 Sheet (Subway Station Wall)
Interior Display (Vertical Format)
Interior Display (Horizontal Format)
The Rolling Stone
Other Considerations But Not Use