NIKE_presentation 耐克品牌演讲.ppt

RETAIL THEATRE: NIKE: WHO ARE WE?: Started in 1962 with $500 Based on a handshake between two men Aim to make running shoes suitable for runners 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” NIKETOWN LONDON: Opened 1999 by Michael Jordan Approx 3million visitors per year 68,000sqft over four floors Our mission statement: Deliver premium consumer experiences at every touch point NIKETOWN LONDON: WHY DO WE CREATE THEATRE?: RETAIL THEATRE: HOW DO WE DO IT?: HOW DO WE DO IT?: HOW DO WE DO IT?: HOW DO WE DO IT?: HOW DO WE DO IT?: HOW DO WE DO IT?: RETAIL THEATRE: HOW DO WE DO IT?: BRINGING THE BRAND TO LIFE: WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : WHAT WOULD WE DO? : RETAIL THEATRE: Know the mission statement Our people are true to the brand WHAT WOULD WE DO? Know our ‘market’ Know our ‘market’ Understand their needs Know our ‘market’ Understand their needs Know the competition Know our ‘market’ Understand their needs Know the competition Understand your point of difference by Colin Trask, contributor * ??03 Jan 2006 ???????????????????????????????????????????????????? Although the number is dwindling, there are those who recall the days of milkmen, gas station attendants and bank tellers. Now, we take care of most of those jobs ourselves, and seem happy to do it. There are few areas of our economy that haven’t been touched by the growing self-service industry. And, it’s not something that’s being forced on the customer by budget cuts and lowe