*Fair Use Act*
Section 107 of the Copyright Act
Notwithstanding the provisions of sections 106 and 106A, the fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright.
Nike Sport Panties
Overview
Nike is looking to extend the already expansive brand to cater to the everyday, active woman by creating a women’s active panties extension line.
Objective
To create exposure of the extension within the target audience in order to create reach and ROI.
Challenge
Because of luxury lingerie brands like Victoria Secret and Nike’s many collections, the extension line can go unnoticed within the overwhelming choices given to the target.
Solution
A fully integrated marketing campaign catered specifically to the target audience.
Target Market
Millennial women who live in cites that are athletic and loves living a healthy lifestyle through all aspects of their life.
Profile
Psychographics
She lives a healthy and active lifestyle and eating healthy. Has a gym membership and meets with friends four times a week and believes in healthy eating habits. Participates in local, weekend team sports and has been known to dabble in various exercise disciplines.
Purchase Behavior
-
Purchases every 6-8 months
-
Mobile App/Online Shopper
-
Clothing choices dictated by seasons and trends
-
Always checks for new styles
Demographics
-
Women
-
20-35 years old
-
$100K+/yr
-
Live in Downtown Area of Cities
-
Bachelor Degree+
-
At Most 1 Child
Brand Extension
For the active, urban women who needs a selection of comfortable, active undergarments, Nike offers a variety of comfortable panties made especially as active wear.
SWOT Analysis
Strengths
-
Able to receive comfortable, active undergarments
-
Able to choose from a variety of comfortable underwear
-
Help to relieve uncomfort and fulfill esteem needs while being active
Opportunities
-
Become a trend
-
Target embracing panties for comfort, activity and aesthetic
-
Contribute to empowering women
Weaknesses
-
Not perceived as practical
-
Sometimes favor aesthetically pleasing panties versus sports panties
-
Price
Threats
-
Has an existing product customers can go buy
-
Competitive pricing
-
Competitiors’ brands that are more popular in the lingerie/panty industry
Competitor
Under Armour
The only athletic company that provides sports underwear made for active women. The product provides comfort and practicality for the athletic market, however it does not provide a large variety in their selection.
Awareness Phase
To bring awareness to Nike’s new extension brand, channels like social media and landing pages will be implemented.
Nike Landing Page will bring awareness to the extension brand to regular customers of Nike.
With the use of analytics, awareness ads will be displayed on social media platforms like YouTube and Instagram to create awareness within Nike's targeted audience.
Evaluation Phase
By implementing an integrated media plan with the hashtag/ slogan of “own the world” will help customers evaluate the value of the products.
The use of billboards will remind the audience of the extension and drive curiosity towards the extension. The Facebook ads will not only remind the audience of the new product, but will also validate their opinions on it by the use of peer interaction with comments and likes.
Purchase Phase
By adding a new section in Nike’s brick and mortars and online stores dedicated to the sport panties and sport bras, it will allow the target a channel to experience and purchase the products.
Snapchat
.png)
Delivery Phase
By creating custom packaging for a limited time, consumers will be encouraged and reminded of the uniqueness and purpose of both the product and the extension line.
After Sales Phase
Keeping track of consumer feedback with the use of surveys, analytics, SEO's, and social media will help maintain customer service and customer satisfaction with both the brand and the new products introduced by the brand.
.png)
.png)
.png)
More Work
