NIKE品牌理念课件.ppt

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1、RETAILTHEATRE:BRINGINGTHEBRANDTOLIFENIKE:WHOAREWE?WHOAREWE?:Startedin1962with$500BasedonahandshakebetweentwomenAimtomakerunningshoessuitableforrunnersNowhasrevenuesof$11billionOperatesin160countrieswith24,300employeesBrandsincludingNike,ConverseandColeHann”IfY

2、ouHaveaBodyYouAreAnAthlete”nNIKETOWNLONDON:WHATDOWEDO?Opened1999byMichaelJordanApprox3millionvisitorsperyear68,000sqftoverfourfloorsRunningclub–200perweekattend160,000unitsofstock260staff1in5throughthedoorleavewithapurchaseOurmissionstatement:Deliverpremiumcon

3、sumerexperiencesateverytouchpointNIKETOWNLONDON:WHYDOWECREATETHEATRE?WHYDOWECREATETHEATRE?:Createadestination–drivefootfallTelltheBrandstoryBetterunderstandingoftheBrandEncourageloyaltyEncourageperformanceRETAILTHEATRE:HOWDOWEDOIT?HOWDOWEDOIT?:Instore-communic

4、ationHOWDOWEDOIT?:Useathletesas‘heroes’HOWDOWEDOIT?:Attract&engagethroughvisualsHOWDOWEDOIT?:MaketheStoreaninteractiveexperienceHOWDOWEDOIT?:MaketheStore‘live’througheventsHOWDOWEDOIT?:RememberthemissionRETAILTHEATRE:ISTHATENOUGH?HOWDOWEDOIT?:Ourpeoplearetruet

5、othebrandBRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?WHATWOULDWEDO?:Knowour‘market’WHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsWHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsKnowthecompetitionWHATWOULDWEDO?:Knowour‘market’UnderstandtheirneedsKnowthecompetiti

6、onUnderstandyourpointofdifferencebyColinTrask,contributor*• 03Jan2006Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Therearefewareasofoureconomy

7、thathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedontoadesiretoservehimsel

8、f?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustome