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NIKE

A Public Relations Approach

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CONTENT

MANGEMENT

WHAT IT DOES

PRINCIPLEPRODUCT

HEROES

FINANCIAL

INDICATORBRANDS ANDLOGOS

STRENGTHS

WEAKNESSES

OPPORTUNITIESOBJECTIVE

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MANAG

EMENT

Robert Albright

Jessica JoyeSuzanne Little

Matt Minchew

Jason WallerMegan Wilson

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What Nike DoesCreate authenticathletic footwear,

apparel, equipment andaccessories for sportsand fitness enthusiasts

Through subsidiaries,design and sell a line of

mens and womensdress and casual shoesand accessories

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PrincipleProductsBegan with longdistance running

shoes in 1963Past 17 years: AirJordan basketballshoes

Wide range ofshoes, apparel andequipment

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OurHeroes

Michael Jordan

Tiger Woods

Michael Johnson

Mia Hamm

Celebrityendorsements lend

credibility andnotoriety toproducts

http://www.nikebiz.com/story/hero_1.shtml

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Financial

Indicator(bashir)A growth companythat has not grown

Impact of specificproducts (AirJordan's, teenagemarket)

3 Month Stock Performance

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Brand and Logos

The Swoosh onlycost $35

Memorable, simplein form, workable inall sizes, invokes astrong signal

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Nike DominanceComparison of Annual Revenue

0

1

2

3

4

5

6

7

8

9

10

Nike ila Reebok Ne alan e didas

Corporation

2001AnnualSales(InBillions)

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Athletic ShoeMarket

Share, 2000

Ath t c Sh M k t Sh ,

Adidas

. %

Nik

. %

Asics

. %

aucony

. %

- iss

. %

R ok

0. %

N alance

9. %

im erland

2.9%

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STRENGTHS

Strong and meaningfulresponse to laborcriticisms

High quality productsand good overallreputation

Phil Knights

management andleadership

Brand recognition andeffective marketing

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WEAKNESSES

Poor communication of labor practices

Insufficient line of affordable shoes

Uninformed factory workers

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0.00%

5.00%10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Well

Below

verage

Below

verage

verage bove

verage

Well

bove

verage

No

Opinion

Nike's Overall Reputation

NikesOverallReputation

(latif)

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Well

Below

verage

Below

verage

verage bove

verage

Well

bove

verage

No

Opinion

Nike Compared to Competition

NikeCompared to

Competition

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OPPORTUNITIES

Increased sales due to thestrengthening economy

More positive public perception ofNikes social responsibility

Growth through increased presence in

low to mid priced shoe market

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OBJECTIVE 1

To increase positive public perception ofNikes labor practices by 2 by April

16, 2 3

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OBJECTIVE 2

To increase American shoe sales by$1 million by April 16, 2 3

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Recommended Action

A Closer Look At Labor PracticesAnd Potential Sales

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STRATEGY

Establish a better presence in theaffordable shoe market

Key Publics:

MediaConsumers only willing to spend lessthan $85

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THANK

YOU

BY LATIF MALIK

NILESH

KHAN BASHIR