Nike

ASSESSMENT 2 |
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IMC PLAN FOR NIKE |
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MayTinhDucDung |
[Pick the date] |

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RMIT International University Vietnam
Bachelor of Commerce Program
ASSIGNMENT COVER PAGE
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Subject Code: | MKTG1257 |
Subject Name: | MARKETING COMMUNICATION |
Location where you study: | Saigon South Campus |
Title of Assignment: | IMC Plan |
File(s) Submitted | 1 |
Student name: | Nguyen Duc Hanh s3312619 Nguyen Thuy Quynh s3260676 Hoang Linh Phuong s3220693 Nguyen Thai Ha s3345242 Nguyen Sao Mai s3259036 Trinh Thi Thuy Tien s3259914 Vo Nhat Minh         s3230238 |
Student Email Address: | s3312619@rmit.edu.vns3260676@rmit.edu.vns3220693@rmit.edu.vns3345242@rmit.edu.vns3259036@rmit.edu.vns3259914@rmit.edu.vns3230238@rmit.edu.vn |
Learning Facilitator in charge: | Mr. Melvin Fernando |
Assignment due date: | 20th April 2013 |
Date of Submission: | 20th April 2013 |
Number of pages including this one: | |
Word Count | |
Table of Contents
EXECUTIVE SUMMARY 3
STAGE 1 5
1. INTRODUCTION 5
2. BRAND ANALYSIS 5
3. TARGET MARKET 7
4. POSITIONING MAP 9
5. COMPETITIVE ANALYSIS 9
6. ENVIRONMENT ANALYSIS 11
7. SWOT ANALYSIS 12
8. OBJECTIVES 13
STAGE 2 13
1. PROMOTION VIDEO 13
2. MAGAZINE 16
3. SALES PROMOTION 17
3.1 Lucky draw 17
3.2 Premiums (Gift Attachment) 18
4. PUBLICS RELATION 20
4.1 SPONSORSHIP 20
4.2 CONTEST – MARATHON 21
4.3 INTERNET ADVERTISING 23
APPENDIX 25
Appendix 1 25
Appendix 2 26
Appendix 3 27
Appendix 4 30

EXECUTIVE SUMMARY
Nike is the leading brand in providing sport supplements including athlete footwear and apparel. Recently, Nike has been investing in Vietnam as a potential market due to the increasing income and higher living standard. Although the brand is popular, Nike has been facing issues of fake products and low sales. This might be the consequence of lacking effective marketing...