1.

Mission Statement
1.1. Company Introduction
1.1.1. Overview
1.1.2. Company's mission
“To bring inspiration and innovation to every athlete* in the world, emphasizing the
belief that everyone has the potential to push their limits and achieve greatness.
1.1.3. Nike‘s vision statement
1.2. About our new product - Nike's Cooling Spray: Nike AirFrost
1.2.1. Overview
1. 2.2. Key Features - Put in 4Ps - PRODUCT
1.2.3. Our SDGs goals
1.3. Plan requirement
2. Marketing Objectives

TEAM 2: FINAL PRESENTATION

NIKE'S COOLING SPRAY: NIKE AIRFROST

1. Mission Statement
1.1. Company Introduction
1.1.1. Overview

- The company was founded by William Jay Bowerman and Philip H. Knight in 1964 and
is headquartered in Beaverton, OR.

- A globally-renowned brand that has established itself as a leader in the sports and
lifestyle industry. With a rich history and a commitment to innovation, Nike has
become synonymous with quality, performance, and style.

- Nike offers a diverse range of products that cater to athletes of all levels, from
professional athletes to sports enthusiasts and everyday individuals seeking comfort
and style. The brand's extensive product line includes footwear, apparel, accessories,
and equipment for various sports such as running, basketball, soccer, tennis, and
more.

- Driven by innovation, Nike continuously pushes the boundaries of design and

technology to create cutting-edge products that enhance performance and elevate
the consumer experience.
- Nike is committed to social and environmental responsibility. The company embraces
sustainability practices throughout its supply chain, aiming to minimize its
environmental footprint and create positive change in the communities it operates
in. Nike also champions inclusivity and diversity, recognizing the power of sports to
inspire and unite people from all backgrounds.

- With a strong brand presence, a dedication to innovation, and a commitment to

making a positive impact, Nike continues to inspire athletes and individuals around the
world to unleash their potential and "Just Do It."

1.1.2. Company's mission

“To bring inspiration and innovation to every athlete* in the world, emphasizing the
belief that everyone has the potential to push their limits and achieve greatness.

(*"If you have a body, you are an athlete." - Bill Bowerman, Nike Co-Founder)

1.1.3. Nike‘s vision statement

“To do everything possible to expand human potential.”
Nike’s vision statement serves as a poignant reminder that the company is devoted to
more than simply creating innovative and modern sports products. It also strives to
empower athletes, both mentally and physically, effectively enabling them to reach
their highest potential.

1.2. About our new product - Nike's Cooling Spray: Nike AirFrost

1.2.1. Overview
Crafted with care using premium organic ingredients, Nike AirFrost is designed to
provide a refreshing and invigorating experience for both children and adults. It's the
perfect companion for post-exercise cooldowns, after-school activities, and
everyday adventures.

1. 2.2. Key Features - Put in 4Ps - PRODUCT

● Premium organic blend: Crafted with care using high-quality organic
ingredients for a soothing and safe cooling sensation. (Every component is
thoughtfully selected to ensure a gentle and safe cooling experience for all skin
types. The organic formulation guarantees a soothing sensation without any
harsh chemicals or artificial additives, providing a pure and natural cooling
effect.)
● Post-activity refreshment: Perfect for adults after intense workouts and
children after classes, providing a rejuvenating cooldown.
● Rapid absorption and hydration: Lightweight and fast-absorbing formula
replenishes moisture, leaving the skin hydrated and nourished.
 ● Versatile application: Convenient spray format for easy and precise use on the
face, neck, arms, and legs, wherever cooling is needed.
● Delightful sensory experience: Enjoy the invigorating fragrance that enhances
the overall cooling process, making it a pleasurable ritual.

1.2.3. Our SDGs goals

By choosing Nike AirFrost, consumers not only experience a refreshing and cooling
sensation but also contribute to a more sustainable and responsible future, aligned
with the Sustainable Development Goals.
SDGs Goals:

● Goal 3: Good Health and Well-being: Nike AirFrost promotes good health and
well-being by providing a refreshing and invigorating experience.
● Goal 12: Responsible Consumption and Production: Nike AirFrost is committed
to responsible consumption and production practices. It utilizes organic
ingredients, reflecting sustainable sourcing and reducing environmental impact.
● Goal 13: Climate Action: Nike AirFrost contributes to climate action through its
sustainable design and production. The use of organic materials helps reduce
greenhouse gas emissions and supports environmentally friendly cooling
solutions, promoting a more sustainable future.

1.3. Plan requirement

These resources will play a crucial role in the successful implementation of the Nike
AirFrost Organic Cooling Spray marketing plan:
- Budget: NT$1,000,000 (Enough to allocate a budget for various marketing activities,
including market research, advertising campaigns, digital marketing efforts, creative
development, distribution partnerships, and analytics tools.)
- People:
● Marketing Manager: Responsible for overseeing the marketing plan.
● Marketing Team: Market researchers, brand managers, advertising specialists,
digital marketers, and sales representatives.
- Supplies:
● Packaging materials: High-quality, eco-friendly packaging.
● Printing services: Marketing collateral such as brochures, posters, and
promotional materials.
● Promotional merchandise: Branded items such as t-shirts, caps, and water
bottles.
- Technology:
● Marketing automation software: Comprehensive marketing automation
platform.
● Analytics tools: Software for in-depth insights into consumer behavior and
campaign performance.
 ● Social media management tool: Platform for scheduling posts, engaging with
followers, and analyzing social media metrics.

2. Marketing Objectives
- Enhance customer engagement: Increase customer engagement with the new
product by 50% within six months through interactive content, social media
engagement, and customer feedback initiatives.
- Achieve revenue targets: Generate NT$10 million in sales revenue from the product
within the first year by implementing effective pricing strategies, sales promotions,
and strategic partnerships.
- Expand market reach: Enter two new geographic markets within the first year,
targeting regions where there is significant demand for the product, and achieve a 15%
market share in each of these markets.

Executive Summary

Nike AirFrost marketing campaign aims to create a successful product launch and
establish a strong market presence. The key strategies include targeting the active and
sports enthusiast segment, operating digital and social media platforms for promotion,
collaborating with influencers and athletes, and implementing effective pricing and
distribution strategies.

1. Product Overview
Nike AirFrost is a cooling spray designed to provide instant relief and
refreshment to athletes during intense physical activities. It utilizes innovative
technology to deliver a burst of cooling sensation, enhancing performance and
recovery.

2. Target Market:
The primary target market for Nike AirFrost is active individuals, sports
enthusiasts, and athletes across various age groups. The focus will be on those
engaging in outdoor sports, gym workouts, and intense physical activities.

3. Branding and Positioning:

The marketing efforts will emphasize Nike's reputation for quality and
innovation, positioning AirFrost as a must-have accessory for anyone seeking
optimal performance and comfort during physical activity.
 4. Promotional Strategies

a. Digital and Social Media: Utilize online platforms to reach the

target audience, employing engaging content, video
demonstrations, and testimonials to create awareness and
generate interest.

b. Influencer Collaborations: Partner with influential athletes and

fitness enthusiasts to endorse Nike AirFrost and share their
experiences, leveraging their following and credibility.

c. Events and Sponsorships: Sponsor sporting events, fitness

expos, and community activities to increase brand visibility and
allow consumers to experience the product firsthand.

5. Pricing Strategy
The pricing of Nike AirFrost will be based on a value-based approach,
considering factors such as production costs, value, and target market
affordability.

6. Distribution Channels
Nike AirFrost will be made available through multiple channels, including
Nike's online store, authorized retail partners, and select sporting goods
stores.

7. Evaluation and Monitoring

Regular monitoring of key performance indicators such as sales figures,
customer feedback, and social media engagement will be conducted.
Adjustments to the marketing strategy will be made based on the analysis of
these.

In conclusion, Nike's Cooling Spray, Nike AirFrost, aims to capture the active and
sports enthusiast market by highlighting innovative product features, strategic
branding, effective promotional campaigns, and a well-planned distribution
strategy. By focusing on customer needs and preferences, Nike intends to
establish AirFrost as a leading cooling spray brand in the market.

Budgeting
We have distributed the total budget in five divisions according to the campaign goals
and target audience.

· Creative Content marketing 25% (Social media tools, posts, case studies,
guides, videos, graphics, social media stories, photos)

· Influencer Marketing 25% (fitness influencers, health and

wellness ,partnerships)

· Marketing software 10% (Social media management platform, Marketing

automation platform, analytics)

· Paid ads 30% (posters, billboards tv, radio, newspapers, magazines, pay per
click and social media advertising)

· Public relations and events: 10% (blogger events, Collaborations with gyms

and fitness centers, product launches, registration fees, travel expenses, or

booth and display costs.)