anjalicutek
Anjali Khurana
Customer Relationship Management of Nike, Inc : Nike, Inc. (NYSE: NKE) is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel[4] and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo
Nike is known around the world for its sports equipment and apparel. It is also known for public relations fumbles on important issues like using child labor. Past problems aside, the company is now handling a product recall issue like a pro.
Recently, Nike issued a recall of the company’s Sumo2 drivers because they are actually too good. In tests the driver added 1-2 yards of distance, putting the club just out of acceptable USGA conformance standards. To ensure fair play, Nike is asking customers who purchased the Sumo2 to fill out a form to have the club replaced at no cost. The best part is, Nike will ship those customers the new USGA compliant club first, then ask that the old club be returned in the box used to ship the new club. The only thing worse than screwing up a product and releasing it to consumers is making said mistake then forcing consumers to jump through hoops to have the problem, your problem, fixed. By quickly and responsibly handling this recall, Nike may have actually boosted its image among those golfers who purchased the club.
I understand this isn’t a big issue in the grand scheme of things, but then maybe that’s the point. Consumers demand companies take action when their computer batteries explode or the local chemical plant spills a substance with skulls and crossbones on the container. But what if the problem is something small, like a club that gives someone an unfair advantage? To most, the slight advantage probably won’t matter. But to a few of the more serious golfers, Nike is proving their respect for their customers and the sport of golf. Instead of shrugging it off, Nike faced this issue head-on and turned a small glitch into a great opportunity to show its dedication to providing fair, quality equipment.
Public relations practitioners should take a page from Nike’s playbook and remember that correcting a problem, no matter how small, can actually increase customer loyalty and respect for your brand.
Few companies define 20th century marketing better than Nike (NKE ). The athletic shoemaker's famous swoosh emblem and a string of ad campaigns, starting with its iconic "Just Do It" series, set the gold standard for getting a clear message to a mass audience. But when Nike crafted its World Cup strategy, it decided to try something new: online communities. The centerpiece is Joga.com, a social networking site for soccer fans it quietly launched in February with Google. (GOOG )Members in 140 countries can blog, create fan communities around their favorite teams or players, such as Brazilian superstar Ronaldinho, organize pickup games, download videos, and rant against the encroaching commercialism of the game. And though the program was launched during the World Cup, it continues beyond the tournament.
It's a huge U-turn for the mighty marketer -- and a recognition that it needs to get consumers' attention in entirely new ways beyond blasting top-down mass messages. Nike was forced to be innovative after rival Adidas Group (ADDDY ) got a World Cup exclusive deal to broadcast ads in the U.S. But by monitoring conversations on social networking sites and blogs, where people already are shaping Nike's brand, the sneaker giant knew this was an opportunity to try something different. Says Trevor Edwards, Nike's vice-president for global brand management: "Gone are the days of the one big ad, the one big shoe, and the hope that when we put it all together it makes a big impact."
JOGA BONITO
The Joga.com social networking site, one of the biggest by a large consumer company, is just one piece of a $100 million multilayered campaign known as Joga Bonito (Portuguese for "play beautiful"). Last fall, Nike started feeding video clips that spotlight Nike-sponsored soccer players onto popular video sharing sites, including YouTube and Google. It created JogaTV, a virtual soccer TV station, where it releases a new video clip every few days and fans can upload their own clips.
Is it working? Nike officials say they reached their World Cup goal of signing up 1 million members by mid-July, when the tournament ended. "By enrolling consumers in shaping the marketing, Nike is figuring out what kind of microcontent audiences want and nurturing deeper bonds of loyalty and advocacy," says Pete Blackshaw, chief marketing officer at Nielsen BuzzMetrics, which tracks online conversations for companies.
Yet like a lot of companies trying to build online communities, Nike doesn't know if this will filter down to the bottom line. The company says sales of its soccer gear are booming but admits it's too early to credit that directly to its community bear hug. What's more, this kind of marketing can be tricky. One of Nike's top soccer videos, for instance, shows Ronaldinho slipping on a pair of new white Nike soccer cleats and booting a soccer ball four times off the goal crossbar -- the equivalent of a baseball hitting off the left field foul pole into foul territory. It has been viewed by 7.5 million people, making it one of the most popular clips online, but also the most controversial because it was digitally altered. Nike executives, who won't say whether they did the editing, are clearly amused by the controversy. But the flap could hurt its credibility.
Still, Nike considers the results promising. Says CEO Mark G. Parker: "A strong relationship is created when someone joins a Nike community or invites Nike into their community." Which is the point of brand marketing
The Nike mission: To bring inspiration and innovation to every athlete* in the world.
The asterisk is a quote from Bill Bowerman. Who is he? Legendary track & field coach at the University of Oregon, a teacher who showed athletes the secrets of achievement. Co-founder of Nike. We invite you to experience some of our inspiring products.
Customer service mission: To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world.
The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo
Nike is known around the world for its sports equipment and apparel. It is also known for public relations fumbles on important issues like using child labor. Past problems aside, the company is now handling a product recall issue like a pro.
Recently, Nike issued a recall of the company’s Sumo2 drivers because they are actually too good. In tests the driver added 1-2 yards of distance, putting the club just out of acceptable USGA conformance standards. To ensure fair play, Nike is asking customers who purchased the Sumo2 to fill out a form to have the club replaced at no cost. The best part is, Nike will ship those customers the new USGA compliant club first, then ask that the old club be returned in the box used to ship the new club. The only thing worse than screwing up a product and releasing it to consumers is making said mistake then forcing consumers to jump through hoops to have the problem, your problem, fixed. By quickly and responsibly handling this recall, Nike may have actually boosted its image among those golfers who purchased the club.
I understand this isn’t a big issue in the grand scheme of things, but then maybe that’s the point. Consumers demand companies take action when their computer batteries explode or the local chemical plant spills a substance with skulls and crossbones on the container. But what if the problem is something small, like a club that gives someone an unfair advantage? To most, the slight advantage probably won’t matter. But to a few of the more serious golfers, Nike is proving their respect for their customers and the sport of golf. Instead of shrugging it off, Nike faced this issue head-on and turned a small glitch into a great opportunity to show its dedication to providing fair, quality equipment.
Public relations practitioners should take a page from Nike’s playbook and remember that correcting a problem, no matter how small, can actually increase customer loyalty and respect for your brand.
Few companies define 20th century marketing better than Nike (NKE ). The athletic shoemaker's famous swoosh emblem and a string of ad campaigns, starting with its iconic "Just Do It" series, set the gold standard for getting a clear message to a mass audience. But when Nike crafted its World Cup strategy, it decided to try something new: online communities. The centerpiece is Joga.com, a social networking site for soccer fans it quietly launched in February with Google. (GOOG )Members in 140 countries can blog, create fan communities around their favorite teams or players, such as Brazilian superstar Ronaldinho, organize pickup games, download videos, and rant against the encroaching commercialism of the game. And though the program was launched during the World Cup, it continues beyond the tournament.
It's a huge U-turn for the mighty marketer -- and a recognition that it needs to get consumers' attention in entirely new ways beyond blasting top-down mass messages. Nike was forced to be innovative after rival Adidas Group (ADDDY ) got a World Cup exclusive deal to broadcast ads in the U.S. But by monitoring conversations on social networking sites and blogs, where people already are shaping Nike's brand, the sneaker giant knew this was an opportunity to try something different. Says Trevor Edwards, Nike's vice-president for global brand management: "Gone are the days of the one big ad, the one big shoe, and the hope that when we put it all together it makes a big impact."
JOGA BONITO
The Joga.com social networking site, one of the biggest by a large consumer company, is just one piece of a $100 million multilayered campaign known as Joga Bonito (Portuguese for "play beautiful"). Last fall, Nike started feeding video clips that spotlight Nike-sponsored soccer players onto popular video sharing sites, including YouTube and Google. It created JogaTV, a virtual soccer TV station, where it releases a new video clip every few days and fans can upload their own clips.
Is it working? Nike officials say they reached their World Cup goal of signing up 1 million members by mid-July, when the tournament ended. "By enrolling consumers in shaping the marketing, Nike is figuring out what kind of microcontent audiences want and nurturing deeper bonds of loyalty and advocacy," says Pete Blackshaw, chief marketing officer at Nielsen BuzzMetrics, which tracks online conversations for companies.
Yet like a lot of companies trying to build online communities, Nike doesn't know if this will filter down to the bottom line. The company says sales of its soccer gear are booming but admits it's too early to credit that directly to its community bear hug. What's more, this kind of marketing can be tricky. One of Nike's top soccer videos, for instance, shows Ronaldinho slipping on a pair of new white Nike soccer cleats and booting a soccer ball four times off the goal crossbar -- the equivalent of a baseball hitting off the left field foul pole into foul territory. It has been viewed by 7.5 million people, making it one of the most popular clips online, but also the most controversial because it was digitally altered. Nike executives, who won't say whether they did the editing, are clearly amused by the controversy. But the flap could hurt its credibility.
Still, Nike considers the results promising. Says CEO Mark G. Parker: "A strong relationship is created when someone joins a Nike community or invites Nike into their community." Which is the point of brand marketing
The Nike mission: To bring inspiration and innovation to every athlete* in the world.
The asterisk is a quote from Bill Bowerman. Who is he? Legendary track & field coach at the University of Oregon, a teacher who showed athletes the secrets of achievement. Co-founder of Nike. We invite you to experience some of our inspiring products.
Customer service mission: To represent the highest service standard within and beyond our industry, building loyal consumer relationships around the world.
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