NIKE品牌理念課件

RETAILTHEATRE:BRINGINGTHEBRANDTOLIFENIKE:WHOAREWE?WHOAREWE?:Startedin1962with$500BasedonahandshakebetweentwomenAimtomakerunningshoessuitablefor runnersNowhasrevenuesof$11billionOperatesin160countrieswith24,300employeesBrandsincludingNike,ConverseandColeHann”IfYouHaveaBodyYouAreAnAthlete”nNIKETOWNLONDON:WHATDOWEDO?Opened1999byMichaelJordanApprox3millionvisitorsperyear68,000sqftoverfourfloorsRunningclub–200perweekattend160,000unitsofstock260staff1in5throughthedoorleavewithapurchaseOurmissionstatement:DeliverpremiumconsumerexperiencesateverytouchpointNIKETOWNLONDON:WHYDOWECREATETHEATRE?WHYDOWECREATETHEATRE?:Createadestination––drivefootfallTelltheBrandstoryBetterunderstandingoftheBrandEncourageloyaltyEncourageperformanceRETAILTHEATRE:HOWDOWEDOIT?HOWDOWEDOIT?:Instore-communicationHOWDOWEDOIT?:Useathletesas‘‘heroes’HOWDOWEDOIT?:Attract&engagethroughvisualsHOWDOWEDOIT?:MaketheStoreaninteractiveexperienceHOWDOWEDOIT?:MaketheStore‘‘live’througheventsHOWDOWEDOIT?:RememberthemissionRETAILTHEATRE:ISTHATENOUGH?HOWDOWEDOIT?:OurpeoplearetruetothebrandBRINGINGTHEBRANDTOLIFE:WHATWOULDWEDO?WHATWOULDWEDO?:Knowour‘‘market’WHATWOULDWEDO?:Knowour‘‘market’UnderstandtheirneedsWHATWOULDWEDO?:Knowour‘‘market’UnderstandtheirneedsKnowthecompetitionWHATWOULDWEDO?:Knowour‘‘market’UnderstandtheirneedsKnowthecompetitionUnderstandyourpointofdifferencebyColinTrask,contributor*?

03Jan2006

Althoughthenumberisdwindling,therearethosewhorecallthedaysofmilkmen,gasstationattendantsandbanktellers.Now,wetakecareofmostofthosejobsourselves,andseemhappytodoit.Therearefewareasofoureconomythathaven’tbeentouchedbythegrowingself-serviceindustry.And,it’snotsomethingthat’sbeingforcedonthecustomerbybudgetcutsandloweroverhead.Moreandmorepeoplejustprefertodoitthemselves.Whathastransformedtheshopper’smindsetfromadesiretobewaitedontoadesiretoservehimself?PeterHonebeinhasmadeithisbusinesstofindout.Asalearningpsychologistandinstructionaldesigner,hehasaccumulated10yearsexperiencedesigningsoftwareproductsandtrainingprogramsforcustomersandemployees.AlongwithRoyCammarano,hehaswritten"CreatingDo-It-YourselfCustomers:HowGreatCustomerExperiencesBuildGreatCompanies."Honebeinseestheself-serviceindustrydrawingonfivetypesofdo-it-yourselfcustomers.Thefirstisthetransactionalcustomerwhoiswillingtocarryoutthetransactionroleofdoingbusiness.Thenextisthetraditionalcustomer;thisistheclassicDIYkindofguy:hefixesit,buildsitandrenovatesithimself.Thirdistheconventionalcustomer.Thiscustomeristheco-creatorofproductvalue,whereallproductsareviewedasservicesand—throughuseoftheproduct—thecustomerbecomesaco-creatorofitsapplications.Fourthistheintentionalcustomerwhowantstobeinonthedesignphase.ThiscustomershopsBuild-A-Bearstores,designshisownbasketballshoesatNikeID.comorbuildsherownBarbieonline.Lastly,there’stheradicalcustomer.Thistypediscoversnewwaystouseaproduct;waysthatweren’tevenintendedwhenitwasdesigned.iPODisoneexample;itwasintendedformusicbutthoseradicalcustomerswantedmore,sonowwehavepodcasting.AccordingtoHonebein,thetrickforbusinessesisdeterminingwhattype—orcombinationoftypesitscustomersareandtodesignasystemthatsatisfiesthem.Lookatyourbusinessthroughtheeyesofyourcustomertypeandaddressoperationstothattype.Bettingonself-serviceLookingatbusinessthroughthecustomer’seyeswasthechallengefacingTimYeltin,directorofnewdevelopmentforCharlsonBroadcastTechnologies(CBT),aNorthernKentuckythathasbeenbringingITinnovationstothehorseracingindustrysince1985.Thepsychologyofself-service

WHATWOULDWEDO?:KnowourmissionstatementWHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitWHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitDon’t‘‘fake’itWHATWOULDWEDO?:KnowourmissionstatementMakesureourpeopleknowitandbelieveinitDon’t‘‘fake’itDiversifyandenhancebutdon’tlosesightofyourcorepurposeWHATWOULDWEDO?:Create‘heroes’WHATWOULDWEDO?:Create‘heroes’Becomerelevanttoour‘market’’WHATWOULDWEDO?:Create‘heroes’Becomerelevanttoour‘market’’CreateamarketingcalendarWHATWOULDWEDO?:CreatetherightenvironmentWHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyWHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyMakeitinteractiveWHATWOULDWEDO?:CreatetherightenvironmentEmbracetechnologyMakeitinteractiveBreakthebarriers–encouragetalk!ManVsMachine––Whataretheimplicationsofacyborgsociety?Thepsychologyofspeeddating??theoriginofmagicalbeliefsandLondon’sfirstmedia-artsfestivallaunchesWHATWOULDWEDO?:FocusonfeaturesandbenefitsWHATWOULDWEDO?:FocusonfeaturesandbenefitsCommunicatethemclearlyWHATWOULDWEDO?:FocusonfeaturesandbenefitsCommunicatethemclearlyEnsurerelevantcontentWHATWOULDWEDO?:Focuson