nike營(yíng)銷策劃案(文件)
【正文】 ers ? Now has revenues of $11billion ? Operates in 160 countries with 24,300 employees ? Brands including Nike, Converse and Cole Hann ”If You Have a Body You Are An Athlete” n NIKETOWN LONDON: WHAT DO WE DO? ? Opened 1999 by Michael Jordan ? Approx 3million visitors per year ? 68,000sqft over four floors ?Running club – 200 per week attend ?160,000 units of stock ?260 staff ?1 in 5 through the door leave with a purchase Our mission statement: Deliver premium consumer experiences at every touch point NIKETOWN LONDON: WHY DO WE CREATE THEATRE? WHY DO WE CREATE THEATRE?: ?Create a destination – drive footfall ?Tell the Brand story ?Better understanding of the Brand ?Encourage loyalty ?Encourage performance RETAIL THEATRE: HOW DO WE DO IT? HOW DO WE DO IT?: ?In storemunication HOW DO WE DO IT?: ?Use athletes as ‘heroes’ HOW DO WE DO IT?: ?Attract engage through visuals HOW DO WE DO IT?: ?Make the Store an interactive experience HOW DO WE DO IT?: ?Make the Store ‘live’ through events HOW DO WE DO IT?: ?Remember the mission RETAIL THEATRE: IS THAT ENOUGH? HOW DO WE DO IT?: ?Our people are true to the brand BRINGING THE BRAND TO LIFE: WHAT WOULD WE DO? WHAT WOULD WE DO? : ?Know our ‘market’ WHAT WOULD WE DO? : ?Know our ‘market’ ?Understand their needs WHAT WOULD WE DO? : ?Know our ‘market’ ?Understand their needs ?Know the petition WHAT WOULD WE DO? :
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