Nike's passion for Filipino Basketball

Date of Publication

2004

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

Nike continually strives to communicate with consumers in ways that would inspire them to do sports. Being true to this commitment of empowering sports enthusiasts, Nike consistently offers performance enhancing apparel and footwear of the highest quality. In a very competitive industry, Nike's brand stands out not only through product quality, but most of all with its knowledge of sports and its importance to the target consumer.

In line with this strategy stands this proposal to localize a Nike basketball campaign. Nike International's increased focus on emerging markets and basketball being the Philippines favorite sport offers a unique opportunity to increase awareness and strengthen the Nike basketball brand. Analysis of research allowed gaining insights into the specifics of this sport in the Philippines, to show this shared passion of Nike and Filipinos for the game in relevant manner. The campaign aims to increase the identification of target consumers with Nike it will cover a three month campaign period that will complement rather than replace international Nike campaigns. The reasoning behind this is not only past campaigns successes, but also that a pure basketball campaign's purpose is to improve ownership of the Philippine basketball market rather than to cover all sports.

The media plan includes a concerted effort to utilize media most efficient to reach the target audience. This takes into account the target market's lifestyle and behavior as well as the specific circumstances of the creative strategy. In accordance with this television, print, billboards, cinema, and in-store advertising will be used. In addition to this is an event that will create hype for the localized campaign, along with a press release that will be sent to key media.

Advertising budget for the campaign includes production cost, which covers the use of a television commercial director with experience and knowledge of the Nike brand to ensure high production values, media placements and research costs to evaluate the effectiveness of the campaign.

The careful adherence to Nike's high set of standards will ultimately result in a further step taken towards the goal of making Nike basketball even more relevant to the target consumer, an advertising campaign which will show Nike's passion for the Filipino way of basketball.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16444

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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