Nike 6, Sample of Business plans

17 pages, 8443 words

ASSESSMENT 2 |

IMC PLAN FOR NIKE |

MayTinhDucDung |

[Pick the date] |

RMIT International University Vietnam

Bachelor of Commerce Program

ASSIGNMENT COVER PAGE

Your assessment will not be accepted unless all fields below are completed

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: | [email protected]@[email protected]@[email protected]@[email protected] |

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

5 pages, 2001 words

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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 activities frequency. By analyzing Nike’s IMC, the report shows that Nike cannot catch customer’s attentions for its products’ information as well as its events because of poor communication channels. Hence, this report aims to put forward an IMC plan for CT in Vietnam to achieve by 5/2014, the main objectives are:

* To change 50% of brand awareness into brand recognition and recall.

* To make 30% of the target customers think of Nike products as energetic, active and technology.

* To encourage 20% of the target customers to buy Nike products to raise the market share.

To obtain these objectives, this IMC plan suggest 4 main tactics: Advertising which includes promotion video, magazine and online advertising, Sales promotion which has premiums and sweepstakes (lucky draw), and Publics relation which contains sponsorship and the big event Marathon contest.

The IMC Plan will be divided into 2 phases: phase 1 is from

Phase 1:

* Promotion video: A video will be created to promote Nike’s features and differences, and will be broadcasted at 10 Nike’s stores and 50 Fitness Centers in 6 months to target 15,500 potential customers. The video will have the appearance ofMinh Hang, Truong Nam Thanh, a trainer, and Nike representative. The video lasts for 3 minutes. The total budget is 3,824,000,000 VND ($185,000).

* Print magazines: Nike will use pictures of Minh Hang and Truong Nam Thanh to advertise Nike shoes on some magazines which target medium and upper class such as 2!Dep, Tiepthi&giadinh, Her World, Cosmopolitan, ThoiTrangTre, The thao& Van Hoa Dan Ong, Cam nangmuasam. The advertisement is designed in one full page (width 21cm & height 27cm) and will be run over 6 months. The total budget is $184,164

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The Essay on Total Product, Average Product And Marginal Product

In the background to supply, we notice about the terms “total product”, “marginal product” and “average product”. These three figures are the foundation upon which the analysis of short-run production for a firm is analyzed. Total product is the total quantity of output produced by a firm for a given quantity of inputs. The usual framework is to analyze total ...

* Sales promotion: Nike will hold a lucky draw called “Dynamic with Nike” for customers who purchased their products. It will be run from September to November 2013. The winners will be rewarded with 3 sport bikes Yamaha, 9 Iphone5 16GB, 1200 Nike coupons. The total budget is $57,100

Phase 2

* Public relation: Nike will sponsor for some sport activities of some local universities at Tan Binh stadium. The time is from November 2013 to May 2014. At the break time of each activity, Nike will do lucky gifts, cheerleaders, and awards for winners. The total budget is $91,360

* Marathon contest: the running contest “Just Run It” will be hold from 01/10/2013 to 20/12/2013. The departure is at NhaRong Wharf, and the destination is Independence Palace. Contesters will wear Nike shoes for the whole contest. The awards for the contest are Nike t-shirt, shoes, and meeting with Minh Hang. The money from the fees and sales will be donated to the Association for the Support of Vietnamese Handicapped and Orphans organization (ASVHO).

The total budget is $93,078,8.

* Internet advertising: Nike will launch its official website on June 1st, 2013. The website should include all the information of a commercial website should have such as products, service, stores, contact. In addition, social network (Facebook) will keep connecting to Nike’s customers. The total budget is $1,215.

The total budget of the proposed IMC plan for Nike is $1,325,869

Evaluation and control after each tool are to measure and ensure the effectiveness of the tool used.

STAGE 1

1. INTRODUCTION

a. Brand overview

Nike is produced by Nike, Inc which was established in 1969. The company focuses on selling athletic footwear and athletic apparel through internet, retail stores and independent distributors in more than 190 countries around the world.

In 2012, Nike has owned 36% market share of footwear and apparel market and become the second largest company in footwear industry after Adidas (38%).(Crista)

7 pages, 3433 words

The Term Paper on Nike Product Products People Shoes

... Nike product. The percentage who owned at least one Nike product was 97%. However, it varies from the type of product, example shoes, bags, sports ... a small free gift, such as whenever a customer has bought a Nike product also will be good idea of convincing people ... Nike products for the trend and not for the product itself. We also asked them what makes Nike stand out from the other sporting brands ...

Vietnam manufacturing market is one of the top choices for Nike to invest in. Nike products have made up 50% of footwear export of Vietnam.

a. Product overview

In other to satisfy customer demand, Nike always attempt to invest in technology equipment to manufacture products that have high quality as well as attractive design.

Products of Nike are separated in 7 main categories. There is running, basketball, football, Men’s training, Women’s training, NIKE Sportswear and Action sport. Moreover, company also provides product for specific sports such as tennis, volley ball, golf, cricket, wrestling and outdoor activities.

Nike focuses on manufacturing athletic bags and accessorizes. In these recent years, Nike has tried to supply products for kids.

2. BRAND ANALYSIS

a. Product

Core product:when playing sport, people will be more active and they may be harmful on their feet. Nike’s shoes are tangible product, which people can wear and help to protect them.

Actual product:

Brand name: Nike is a company that was established a long time ago and have experienced in athletic footwear and athletic apparel industry. Nike is considered as one of well-known brand in the market.

Quality: By applying new technical equipment, Nike produces the shoes’ quality that is more comfortable and flexible for using and customers will not get hurt from the shoes like other brands.

Packaging and design:There are many colors and fashionable styles for customers to choose. Moreover, Nike designsdifferent shoes for each kind of sports such as football, tennis, running, basketball, soccer, and training.In addition, the style On each product, the Nike’s logo is big that could help customer recognize it more easily.

Augmented product:customers can design their own style and color on the Nike’s official website. Nike distribute to some malls such as Lotte mart, Crescent mall at district seven, Vincom Plaza where customers can obtain Nike’s products easily. Moreover, customer can return product within 30 days if they do not satisfy the purchased product

7 pages, 3242 words

The Term Paper on The Nike Co Athletic Shoe

... sport in existence. Their products are made for men, women, and children of all ages. In addition, it operates NIKE TOWN shoe ... develop, and market high quality active sports apparel, equipment, and accessory products. Their huge lines of products are designed for ... improving products and service quality so as to achieve high levels of customer satisfaction and build strong customer loyalty. ...

b. Price

Nike has been applying Product line pricing strategy in which each product line has a different price depending on its features, producing cost and competitors’ price. On the other hand, the price of Nike’s products is a little higher than its biggest competitor Adidas, for example Adidas shoes vary from 1.4 to 2.8 million VND while the price for Nike shoes are 1.5 to 3 million. According to the Psychology pricing strategy, this would make customers consider Nike as upper quality due to the higher price.

c. Place

Nike is following selective distribution strategy which makes the brand available in some urban intermediaries such as apartment stores (Vincom, Parkson, Diamond Plaza) and a few Nike stores around main streets in the center of HCMC and Ha Noi.

d. Promotion

Applying C.A.N model :

* Concreteness:the Vietnamese youth nowadays have high level attention in improving health and appearance. In order to provoke right to needs of customers, in term feeling comfortable when practicing, Nike display the images of woman jumping strongly and fast to express passionate , comfortability and dynamic

* Appropriateness: target market also include woman . Nowadays, woman in Vietnam tend to be more independent in term of financial and spiritual life. They are likely to be strong and very dynamic in every area of life. Therefore it is suitable that the image of dynamic woman on Nike’s poster will trigger the right motivation of Vietnamese woman to be who they want to be .

* Nolvelty: the message “free yourself of Nike” is quite unique and fresh message which could capture customer’s attention impressively.

Online advertising:

Website: In Vietnam there are increasing number of people using internet (over 26 million people using internet in 2010 ) including young generation and their parents –decision maker), (Mira 2011).

In addition, e-commerce in Vietnam is booming because of its major benefit in term of saving cost of store renting, convenience for customer buying whenever they want without spending time to the shop etc. Realizing this trend, NIKE posted its advertisement on some sport magazine online to increase brand awareness and sale as well such as Nhip Song So,Footballmagazine, which could draw attention of target market.

6 pages, 2845 words

The Research paper on Nike Campaign Theory Product Athletic

nike campaign When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike's campaign has definitely persuaded me to go out ...

Social network:Facebookis used for increasing brand awareness and discussion. Specifically, there are some sport news and health article were posted on Facebook in order to generate word of mouth and sharing information among sport lovers.

Sponsorship

Football is known as extremely famous sports all over the world. In reflection of Viet Nam, Vietnamese people have highly interest in this sports. One football match may attract thousands of people watching (both offline and online).

Once they are fan of a club, they not only watch them playing but also getting the same shoes and shirt like their favourite football player. Capturing this trend, Nike sponsors for Vietnamese football federation for 5 years contract. This will help Nike approach target market (sport lovers) to excessively increase brand awareness and increase sale as well.

Nike also organise a event for watching football match of Vietnam and phillipin ( see appendix ).

Also, Nike sponsor for Vietnam Tennis Federation

Previous IMC campaign (see appendix )

* ‘Fun run’ was organized annually in RMIT University just for staff, students and people living district 7 area. The advertisement was only posted in RMIT University and small ads were posted on rmit’s forum which leads to limited number of people know about this events. Plus, there is no logo of Nike on the advertisement therefore people may not pay attention toward the sponsor-Nike.

Sale promotion

In January 2013, Nike offers 50% discount for consumers from 5January to 20 January. This was advertised in website of sporters such as forumbongda, tennisvn, viettenis in order to reach target customer and increase sale rapidly.

3. TARGET MARKET

Segmenting Variables | Sub-categories | Target Segments |

Demographics | Age | Aimed to people who are from 18 to 35 years old |

| Gender | Focus on male and female |

| Occupation | Student , sportsman , racer |

| Income | High income with more than 8 million VND |

Geographic | Country region | Focus on urban areas such as Ho Chi Minh city and Ha Noi city. |

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Nike's idea of producing their shoes was to let their costumers design and personalize their own pair of shoes. There are three main parts of athletic shoes including Nike brand shoes. The midsole, the outsole and the top part of the shoe known as the upper. The materials for the upper part of the shoe vary on the design of the shoe. The midsole is generally made out of a combination of materials. ...

Behavior graphics | User status | Regular users |

| Benefits | With high innovative features and modern technology,Nike will help customers in protection their feet with cushioning and increased support for shoes in running sportMoreover, Nike also focuses on fashionable styles for men and women with the latest style and more colorful shoes. |

Psychographic | Social class | Middle class and upper class |

| Lifestyle(VALS framework)+Innovators+Strivers +Experiencers | Innovators: Aim to people who are successful in life and high self esteem.Strivers: people who like a modern style and trend to update in the latest style.Experiencers:Young people who spend a lot of money and time for social activities and physical exercise. |

4. POSITIONING MAP

There are two elements in the positioning map to analysis: sports/fashion and cheap/expensive. With high price and more sporty, Nike is likely higher than other competitors are. Adidas is more expensive than Puma, so it is higher in horizontal axis. However, the brand design is more fashionable and less sporty than Puma. Therefore, it is behind Puma in vertical axis. The Converse is cheaper than other brands, but it is focus more on lifestyle fashion. The New Balance is also as cheap as Converse. However, it is more focus on sporty.

5. COMPETITIVE ANALYSIS

For best describing current situation of Nike, the team uses Porter Five Forces to analysis competition in Vietnamese sport shoes’ industry.

Supplier power:(low)According to Nike biz (2013), most of Nike’s products are made by over 600 contract factories in 46 countries including Vietnam, China, Indonesia, and USA. With a big number of suppliers, the power control of each one is not strong enough to affect the company. If one supplier increases its price, the Nike can change to others. That is the reason why the power of supplier is low.

Buyer power: (high) The power of customers is medium to high because customers always have main factor in affecting Nike Company. There are many famous brand names are strong enough to substitute Nike in Vietnamese sport shoes’ industry. Those are Adidas, Puma, or Converse.Therefore, if the price of Nike’s products is higher than other brand name, or it has low customer service, the customers could change to others.

Competitors: (high) In Vietnam, it is low number of local companies producing sport shoes. Therefore, Nike just competes with international brand names like Adidas or Puma. In product, other brands try to produce running shoes with better quality, various designs, and less price for consumers. Puma and Adidas also improve promotion by contracting with super sport star to become their preventatives for attracting customers like Nike. According to Vy (2005), Adidas bough Reebok with $3.8 billion and became a big competitors for Nike company.

4Ps | | | |

Product | Running shoes: * “Barefoot-like ride: Lightweight and flexible” * “Neutral ride: superior cushioning for a smooth ride” * “Stability: increased support, excellent cushioning” * “Racing: Designed to compete at high speeds” (Nike’s website 2013) | Running shoes product with advanced technology to improve maximum shock absorption, ensure a smooth transition from heel to forefoot, and comfortable (‘BEST ADIDAS RUNNING SHOES – REVIEWS FOR MEN AND WOMEN’ 2013) | * “Specifically designed for the neutral runner” * “Open air mesh upper for breathability” * “Lace closure and synthetic overlays for a snug fit” * “Provide cushioning, protection, and flexibility exactly you need it”(‘Men’s Puma Mobium Elite Running shoe Review’ 2013) |

Price | From $77.97 – $220 for menFrom $95 – $135 for women | From $58 – $150 for menFrom $54 – $150 for women | From $45 – $110 for menFrom $51 – $110 for women |

Place | Urban cities | Urban cities | Urban cities |

Promotion | * Nike uses advertisements through the mass media: Internet ads, social network * Sponsor many successful and famous golf superstar Tiger Woods, soccer star like Cristiano Ronaldo to gain more brand awareness. * Customers can design their own style on the Nike’s official website. | * Adidas advertises through mass media. * ZinedineZidane, KaKa, Beckham are three of famous soccer players who are being sponsored by Adidas. * Adidas’s consumers can go to Adidas’s website and design their shoes with their own styles. | * Puma support new products in the running categories to emphasize the brand’s athletic in the “Nature of Performance” campaign. Moreover, the campaign also promotes its InCycle (saving environment by biodegradable or recyclable products, and waste material) * Running products will be advertised through TV, facebook, in-store and print activity(‘Puma Looks to bolster football credentials, 2012) |

6. ENVIRONMENT ANALYSIS

Economic Factor

According to General Statistics Office, GDP of Vietnam in 2012 at 1994 constant prices rose 5.03% from 2011, which is 0.86% lower 2011’s GDP. Although GDP was decreasing, economists agreed that this growth rate was reasonable while the recession was happening. As Minh (2012) stated, the recession might cause some negative effects on the economy, typically in production, business activities, and residential consumption. It will be resulted in consumers’ buying behavior.

However, despite the down time of economy, commercial centers have been increasing up to 116 in 2011, especially in Hanoi (20 centers) and HCMC (27 centers).

Nike normally chooses commercial centers as its retailers, hence the more centers are built, the more channels for Nike to reach consumers.

Social Factor

General Statistics Office’s survey shows that expenditure on sports and entertainments of the richest quintile is 132 times higher than the poorest quintile. With this information, Nike can identify the target market, specifically the cities with high-income rate such as HCMC, Hanoi, Danang, and so forth. In addition, it helps Nike to serve additional groups of peoplewholove playing sports and willing to spend on sports’ equipments.

According to Vinasearch’s ‘Report of deep research’, it is resulted of 58.3% respondents choose gymnastic centers for exercising, and fitness, running, aerobic, and yoga are the most popular activities. Consequences, Nike may cooperate with the gymnastic centers to advertise their products, as well as developing certain types of products that are suitable for the consumers’ needs.

Technology

Nike has surprised the market with its innovation technology of producing the most desirable sport shoes that are able to measure the height, speed and effort of player in the field via a mobile application (‘Nike surprised with its technological innovation’ 2012).

With this application, there are more activities that a player can check and apply in their games such as Nike + training apps provide capture data on each hop, step and repeat. They are also guidance and motivation for athletes to improve their status of speed and strength. Moreover, the latest technology of producing the lighter, container, durable and airy in design is also one of their key competencies.

Environment

Nike has released its environmental apparel design tools that evaluate waste, energy, toxic and water in material and manufacturing to reduce the environmental impact on the society. This also matches with their long-term visionare to have a widely adopted industry means of rating and reducing the environmental impact of products.

7. SWOT ANALYSIS

Strengths – Nike has developed many new innovation technologies such as Nike’s running application for mobile phones and new lines of shoes with unique features and designs.- Nike has been appearing as n eco-friendly brand when releasing environmental products with material and manufacturing that minimize the negative impacts on the environment.- Through the previous promotion activities, Nike has gain stable awareness from their target customers Nike should focus on building brand image and increasing sales for next stage. | Weaknesses- The prices of Nike’s products are a little higher comparing to its competitors such as Adidas or Puma.- Nike is only available in commercial centers and a few Nike’s stores in cities’ centers. This quantity of retailers is not commensurate with the huge potential target customers of Nike. |

Opportunities- More commercial centers have been open in big cities Nike will have more space for retailers as commercial centers are place that Nike’s target customers usually hang out- Many young adults choose gymnastic centers for doing exercise or working out gymnastic centers can be potential place for promotion | Threats- The athletic footwear and apparel market in Vietnam is highly competitive with big brands such as Adidas, Puma, Converse- Vietnam has been suffering the financial crisis thus many people tend to reduce spending à this may influence Nike’s sales in the future- The majority of Vietnamese consumers have the habit of using fake brand products as they are much cheaper than authentic ones à Nike has to build a strong image to change customers’ attitude towards the brand and encourage them to buy Nike’s authentic products. |

8. OBJECTIVES

Duration: June 2013 – May 2014

* To change 50% of brand awareness into brand recognition and recall.

* To make 30% of the target customers think of Nike products as energetic, active and technology.

* To increase sales up to 10% in order to raise the market share.

Budget: According to Nguyen (2010), a company should give marketing expense maximum up to 20% of the revenue to gain required profit. Hence, it can be estimated that the budget for this IMC campaign should around $1,500,000.

STAGE 2

Key Message

‘Nike lifestyle’ is the official name of this IMC plan. The purpose of this campaign is to encourage the target audience to have a young, energetic, active lifestyle. By promoting Nike’s running shoes whose unique technology and features, Nike aims to convey the message that Nike is a lifestyle for the youth.

Although the campaign’s name is simple which make its theme easy to get into customers’ head (concreteness), it still conveys the whole message to the audience. In addition, Nike is well known for sport apparels and shoes, the brand is usually considered as fashion or style. Yet, it is promoted into a lifestyle and Nike is represented as active generation (unexpectedness).

1. PROMOTION VIDEO

a. Target: Customers at gymnastic/yoga centers and Nike store.

b. Objectives

* Reach 67% of the target customers.

* Expressing the products’ quality and differentiation.

c. Strategy

* Nike willcreate a promotion video to introduce the running shoes’ quality and current promotions. This video will be broadcasted in 50 gym centers and Nike stores (see Appendix 3).

* Length of video: 3 minutes

* Timeline:

* The video will be broadcasted from 1st June 2013 to 31st December 2013.

* The video will be run continuously at Nike stores and fitness centers. At fitness centers, Nike will focus on the peak hours (6:00 AM to 9:00 AM and 3:00 pm to 7:00 PM).

* Video’s content:The video focuses on Humor Appeal to attract consumers’ attention. The general commercial tone and atmosphere is fresh, active, and comfortable.There are 5 scenes:

* Scene 1: Minh Hang (MH) appears on her bedroom at 6:00 AM in the morning with full of energy. Then she puts on her sport clothes and Nike running shoes. The moment she’s wearing the shoes will be in slow motion to express the shoes’ design.

* Scene 2: This scene is recorded in a park. MH greets audiences. She introduces her jobs and related-activities that she does every day. Besides that, she will link her exercising activities to her choice of using Nike running shoes (see Appendix 2).

* Scene 3: The scene changes to a fitness room. There are people working out. The camera takes to Truong Nam Thanh (TNT)’s place. He is doing bodybuilding. After he stops, he starts greeting audience, and shares his fitness experiences. TNT will tell why he chooses Nike shoes to help him with his working out program (see Appendix 2)

* Scene 4: A female trainer of yoga starts to talk. She will talk about her current job and company, her students, and her experiences of working. She also will link her major job with how she recommends her students to use Nike shoes (see Appendix 1).

* Scene 5: A dynamic representative from Nike will give comments on how popular Nike shoes are. After that, he will discuss Nike’s technologies and models. Then he will inform Nike’s current promotions and events as well as direct audiences to Nike’s stores (see Appendix 2).

d. Evaluation and Control

* Endorser Selection Consideration: Nike believes that Minh Hang and Truong Nam Thanh are the most suitable endorsers. Minh Hang is one of the tops favorite – young actresses in Vietnam. She has a good profile with the hard-working efforts for her career. Thus, she is very interested in exercising, and often shares her experiences of fitness activities (Dep 2012).

On the other hand, model Truong Nam Thanh is becoming famous after he gets many successes such as top 10 Mr. World, 3rd place in Manhunt International, and 2nd place in Dancing with the Stars. He admits that he is addicted of working out (Ngoisao 2012).

Both of them have a nice physical appearances and good images in front of public. Moreover, the trainer and Nike’s representative will enhance the trustworthy of the consumers toward the brand.

* Message: The video is created based on the SUCCESS model (Shimp 2010) which includes:

* Concreteness: the idea of the video is delivered straight forward and is easy for customers to understand.

* Credibility: Nike builds credibility for the video by endorsing Minh Hang and Truong Nam Thanh, plus the appearances of the trainer and Nike’s representative helps to enhance the brand’s trustworthiness.

* Emotionality: The video brings a fresh and dynamic emotion to customers to make them feel the advantages of working out. This helps to create a friendly connection with customers.

e. Costs:

The cost of endorsement for brands in Vietnam is fluctuated from 400,000,000 VND to 1,000,000,000 VND depending on the brand and the endorser’s reputation (Vietbao 2005).

Minh Hang and Truong Nam Thanh are expected to have some tittles in their career, so Nike is expected to pay about 600,000,000VND/person. The trainers expected to get 50,000,000 VND/person. So the total cost for actors are:600,000,000 x 2 + 50,000,000 x = 1,250,000,000 VND

f. Reach and Frequency

Assuming that there are about 10,000 attracted people watch the clip advertisement over 15,000 people accessing fitness center everyday, and 400 attracted customers over 500 customers accessing Nike stores. Nike can reach:(10,000 + 400)/(15,000 + 500) = 67%

Frequency: We expect each person at the gym will watch the video once a day. Supposed 60% people go to the gym daily, 30% weekly, and 10% monthly. We have the frequency in a month:[(60×30) + (30×4) + (10×1)] / (60 + 30 + 10) = 1930 / 100 = 19,3

Each person at the store will watch the video once a day. 30% weekly, 70% monthly.

[(30×4) + (70×1)] / 100 = 190 / 100 = 1,9

Total frequency: 21,2

GRP = 67 x 21,2 = 1,420

In-store advertisements have no costs of broadcasting allowance because they belong to Nike.

50 fitness centers: there are different charges rate for broadcasting allowance due to the business size of the center. We will assume the average rate at 5,000,000VND/month/TV. 5,000,000 x 160 = 800,000,000 VND

Nike will provide TV for 10 Nike’s stores and 50 fitness centers. Supposed each store will have 1 TV, and each center will have average 3 TV/center. The price of one LED Samsung TV 32ES5600 is 10,900,000 VND. So the total is:[(10×1) + (50×3)] x 10,900,000 = 1,744,000,000 VND

CPM – TM = (1,250,000,000/6 + 800,000,000 + 1,744,000,000/6)/(15,500 x 67%) x 1000 =125,000 VND,which is cost-efficiency compared to Objective CPM-TM

2. MAGAZINE

a. Objective

* Nike expects to reach 74% of the target market.

* Increase 15% marketshare.

b. Stratergy

* Nike invites Minh Hang and Truong Nam Thanh who are the two suitable endorsements to make some photo-shoots to promote for Nike’s product. These photos can be taken while Minh Hang and Truong Nam Thanh are doing gym or running with Nike shoes and sportswear. Moreover, the actor and actress have to ensure their appearance will not be stick with other competitors’ product such as Adidas and Puma during the time they sign a contract with Nike.

* Nike focuses on advertising their poduct on some popular magazine for middle and upper-class. For example, 2!Dep, Tiepthi&giadinh, Her World, Cosmopolitan, ThoiTrangTre, The thao& Van Hoa Dan Ong, Cam nangmuasam.

* Time: 1/6/2014 to 31/12/2014.

* The advertisement is designed in one full page (width 21cm & height 27cm) with colorful and high quality image.

* Some information of sale promotion such as lucky draw, gift attachment, and discount are also placed at the one fourth bottom of the advertisement to attract customer. Each sale promotion should be display on the advertising about 2 weeks before the promotion is applied to get customers’ attention.

* The content of picture and advertising can be change each two months to make customers do not get bored.

c. Budget

| | | Total | $214,858 |

Magazine cost per months: $30,694

d. Evaluation and Control

* Although magazine advertisement provides brief information, it shows all outstanding features of Nike’s products.

* The appearances of Minh Hang and Truong Nam Thanh contribute to an endorsement of Nike’s product. As a result, the endorsement will probably have an impact on customer perception.

* The type of magazines which are chosen to advertise product is extremely important because it will help Nike to reach their target customer (Marketingvietnam.net 2012).

* Adding detailed information of sale promotion on the advertising also drives customer to go to the store and pushes sale.

e. GRP of magazine

Assuming that 800,000 people read magazine every week and 600,000 people are attracted by Nike advertisement. Moreover, 2,000 attracted customer over 5,000 customer accessing Nike store Nike can reach: (600,000+2,000)/(800,000+5,000)=74%

Frequency: Assuming that each person will read 2 magazines per week and reread 2 times they can see the advertisement 4 time/ week.

Cost of magazine is around 644,574,000 VND

CPM-TM= (1,250,000,000/6 +644,574,000)/ (800,000+5,000 *74%)*1000= 1,431,773.

3. SALES PROMOTION

3.1 Lucky draw

3.1.1 Objective

– To increase 15% of sales in three months September, October and November 2013.

3.1.2 Description:

* Program: Dynamic with Nike

* Time: 01/09/2013- 30/11/2013

* Location: The events will be organized in Vincom center, Parkson Hung Vuong and Parkson Landmark Hanoi.

3.1.3 Process:

After buying Nike’s shoes, customers will have a lucky number and provide their information in small paper and put it in the box in front of Nike store. In the end of month, Nike will organize a lucky draw session.In each store, Nike shows the prizes to attract the attention of customers when they go shopping around plaza. Moreover, the promotion boys and girls give the brochures for customers when they visit nearby Nike store.

Lucky customers will receive the valuable prizes as sport bike, mobile phone or Nike’s coupon. The event will run in 3 months and each month there releases 1 sport bike, 2 mobile phone and 400 Nike coupons for winners. During the program, the promotion will be noticed in magazines and facebook.

3.1.4 Budgets:

* 3 Sport bikes Yamaha R15: $6,000*3 = $18,000

* 9 Iphone 5 16GB: $700 * 9= $6,300

* 1200 Nike coupons: $25*1000 = $30,000

* Promotion boys, promotion girls and other fees: $2,800

* Total budget: $57,100

3.1.5 Evaluation & control:

Attract the attention of customers when they go around plaza with the luxury prizes as sport bike, Iphone and coupons. Nike aim to encourage customers to buy Nike shoes with desire to become winners. Moreover, beautiful promotion girls and boys will give customers brochures about the Nike promotion during the program.

3.2 Premiums (Gift Attachment)

3.2.1 Objective:

With the purpose of encourage customers to purchase more, Nike use this program to increase sale for 15% .The program will be launched at the first 4 months of next year 2014 because this is the time people having high demand in purchasing. It will be organised at Ho Chi Minh city because most of Nike’s stores are located here. Additionally, consumption demand in Ho Chi Minh City is much higher than other provinces (Customs Vietnam Travel 2012).

People tend to prefer high quality products therefore it could be possible for Nike to push sale in short period of time.

3.2.2 Process:

* Program: Gift attachment

* Time: from 01/01/2014- 30/4/2014

* Location: Nike’s store at Ho Chi Minh

* Customers buying one shoes of Nike will receive one more items among these things: handkerchief, bracelet, water bottle and socks

Starting on Jan 2014, Nike could take action on posting Billboard on some famous sport centre such as California Wow (see the appendix) could highly attract attention of sporty customers. In addition, mostly Nike’s stores are located at some famous shopping mall, so billboard could be nicely posted on those malls to attract large number of customers

Also, online banners should be posted on some famous sport website such as Nike’s face book, vnexpress.net or some website for youth such as news.zing.vn.

_ Some popular magazine for middle and upper-class should taken in place to support this program such as : 2!Dep, Tiepthi&giadinh, Her World etc. (reference to Magazine part).

3.2.3 Budgets:

1000 Socks: $10 * 1000= $10,000

1000Handkerchief:$10 * 1000 = $ 10,000

1000Wristband:$8 each * 1000 = $8,000

1000Water bottle: $12 * 1000 = $12,000

Big billboard and location: $ 2,912

Total : $51,912

3.2.4 Evaluation and control

Billboard could have strong impact on customers in California Wow who have high demand for sport equipment and may internally search for it. Furthermore, bigBillboard posted outside shopping malls where Nike’s stores located could attract both old and potentials customers.

Magazines could help Nike to reach their target customer and strongly impact on them because of endorsement‘s effect which will be mention below.

Online advertising: this may reach target customer because of high level internet user in Vietnam and Banner posted on popular website which contains our target consumers.

Message based on SUCCESS model:

* Concreteness: Short and clear so that customer can easily understand.

* Credibility: Minh Hang and Truong Nam Thanh are two famous and reliable celebrities who have gained high achievement in their life career. This will help Nike impact strongly on target customer,specifically youth and also increase brand trustworthy.

* Emotionality: On advertisement on billboard and magazine, Minh Hang and Truong Nam will dress sporty, smile and jump up, expressing their excitement and passion with sport. This must represent dynamic , youth, passionately living of young generation which could excessively influence youth’s perception

4. PUBLICS RELATION

4.1 SPONSORSHIP

4.1.1 Objectives

* To stimulate 50% of brand awareness to brand recognition and recall through most of sport events operated in major high schools and universities.

* Stimulate 10% out 20% of target customer in the main objective.

4.1.2 Process

* Nike will be the main sponsor for Vietnam University Game (VUG) which operates competitions in basketball, football and freestyle dance. This competition is attracting many young, active, enthusiastic students from universities around the countries to participate in.

* Time: 1st April 2014 – 30th April 2014

* Nike can put their banners around the stadiums, both in and outside of the stadium house to catch students and passengers’ attentions

* For big matches like semi-final and final, Nike will hire cheer team whose members wearing Nike shoes and clothes to support for both teams and entertain the audience. Nike will use Flashmob dancing for this activity as it will catch people’s attention easily.

* The rewards for winning teams will be money and Nike’s T-shirts for every team member.

* Nike will have photographers and cameramen to capture every moment of the competition. Photos and video will be uploaded on Nike’s Facebook page for the audience to catch up and spread the news.

* Nike will ask YanTV to be the main communication channel during the competition. They can film every match and broadcast the materials.

4.1.3 Budget

* Cash for winning teams (3 teams for each game, 3 games in competitions): $1,000

* T-shirt: $28 x 50 = $1,400

* Hiring staff (coach, cheer team..): $3,000

Total: $5,400

4.1.4 Evaluation and control

* The number of audience joining the games will be counted to estimate the attraction of the competitions among the audience.

* The amount of media coverage and response/discussion on social network sites will be estimated to evaluate the popularity of the competition.

* The big names such as the operator Saigon Heat and sponsorship Yan TV can create significant effects for Nike to attract their target market.

* There are huge number of students come to watch and support for their own school. They are also potential Nike’s target market which are young, enthusiasm and interest in sport. Most of these students will probably take pictures and tag their friends on Facebook so they can probably spread the news.

* Through the interaction with football and basketball fans Nike is able to create connection with fans in order to improve brand awareness.

* Professional and national event like this is probably suitable for Nike image since they have quite high brand image in positioning map.

5.2 CONTEST – MARATHON

4.2.1 Objective:

* By running the contest marathon in main streets and center in Ho Chi Minh city to achieve attention 5% of people population in 20/12/2013.

* Affect 50% consumers to think that Nike’s products are high quality with unique technology by the end of the event.

* Take attendance at least 500 people to participate to the event.

* Increase 10% sales in Nike’s running shoes after the contest.

4.2.2 Strategy:

Program: “just run it”

Timeline:From 01/10/2013 to 20/12/2013. The time is before Christmas when could be perfect time for consumers purchase new items. Moreover, 20 December will not have any events or holidays that can be obstacles for the contest.

Gender: Male and Female

Location:Participants will start at the point Nha Rong Wharf at 1 Nguyen Tat Thanh Street. Then, they will run through the streets: Nguyen Tat Thanh, Ham Nghi, Le Loi, Nguyen Hue, Ton Duc Thang, Le Duan. Then, they will finish at Independence Palace.

Prizes:All participants can get free entrance in the contest (50,000 VND for each people).

* The first 20 winners: get oneNike shoes, one Nike T-shirt and fivecoupons$50 off for each winner

* For the 21st to 60th winners: get one Nike shoes, one Nike T-shirt and fivecoupons$25off for each winner

* For the 61st to 100thwinners:get one Nike shoes,one Nike T-shirt for each winner

* For the best 20 participants in sharing their experience: get one Nike shoes, one Nike T-shirt and five coupons$25 for each participant

Pre-contest:Nike will create an official website for this contest that participants can register full information(name, ID number, address, phone numbers, etc).

Then they get a registered number. The registration will start on 01/10/2013 and end on 30/11/2013 and Nike make out about 900 – 1000 participants in the contest.

In-contest:The contest will be on 20/12/2013 and participants bring the registered number along with ID card to the contest to get Nike’s T-shirt and shoes. They have to wear during the contest. At the beginning of the contest participants will have a short and friendly meeting with Nike’s ambassador – Ms. Minh Hang. Then, she will lead the group of participants at the starting line.

Post-contest:After finishing the run contest, all participants have to return the shoes and T-shirt if they do not win the prizes. Then, they have more chance to get the prizes if theyshare their feelings, emotions, and experience of wearing Nike running shoes by writing in one small piece of paper.The ten participants with the bestin sharing their experience will get prizes. Moreover, in the Independence Palace, Nike will open some Nike shoes counters for selling with high sale off from 20 – 30%. After all, all of money from the fee and sale will be donated in the Association for the Support of Vietnamese Handicapped and Orphans organization (ASVHO).

4.2.3 Budgets

* T-shirt: $28*(20 + 40 + 40 + 20) = $3,360

* Shoes (prizes): $100*(20 + 40 + 40 + 20) = $12,000

* Coupon$50: cost 50*5*20 = $5,000

* Coupon $25: cost 25*(5*40 + 5*20) = $7,500

* Other cost (creating events, hiring volunteer, get permission from local, etc): $60,000

* Total budget: $87,860

4.2.4 Evaluation and control

* First, the contest can take attention from the local on the streets, because it goes through the main and large streets on the Ho Chi Minh City. Moreover, those streets have large number of travelling foreigners.

* Nike T-shirts with beautiful designs can attract more people to register the contest, and they have to go finish the contest to get those. Moreover, Nike make shoes become prizes and some coupons from 25%-50% can lead to high competitions in participants. In addition, participants who do not win can have more chance by sharing their own experience after using Nike shoes.

5.3 INTERNET ADVERTISING

4.3.1 Objectives

* To gain engagement from 10% of the target customers regarding Nike’s activities.

* To get 20% of Nike’s target customer to be inform about upcoming activities of the campaign.

4.3.2 Description

Website

Nike will launch its official website on June 1st 2013. This website will have all information about Nike including brand, stores, products and news. This channel will give customers more understanding about Nike’s vision and mission to convey a positive image to the customers. In addition, official website is a credible source for customers to have some research on the products before purchasing. When they have enough information they need, purchasing decision can be made more easily.

Official website can be an advertisement for Nike ().

Banners and promotion video are presented to catch visitors’ attention. Other activities will also be updated regularly so that customers can catch up with upcoming events and promotion programs.

Social Network

Nike’s official Facebook pagehttp://www.facebook.com/nikevietnam will continue with more posts focusing in describing Nike’s products and their unique features. Information about upcoming events or promotion will also be updated to make sure that the customers will be well informed. Furthermore, feedbacks about products, service and stores will be collected through the comment function for improvement. This technique provides the interaction between Nike and the customers thus mutual understandings can be achieved and brand image would be better.

Budget

Fee for operating website’s host for one year: 1,300,000 VND = $65

Fee for website and Facebook page’s admin in one year: 24,000,000 VND = $1,150

Total budget: 25,300,000 VND = $1,215

Evaluation

For the website, the number of visitors to the website will be count every month to analyze the growth of popularity.

For social network, the number of page likes will be counted to analyze the popularity of the page. Each post will also be observed the number of likes/comments/share to find out which post category is the customers’ favorite.

Budget

APPENDIX

Appendix 1

Nike’s previous promotional program

Figure: Nike’s Facebook fan page

Figure (sponsor for Vietnam Football federation and Tennis federation)

Figure 4: Event watching football match between Vietnam and Philippines for thousands of people

Appendix 2

Below is the script of each actor in the video:

Minh Hang: Hi everyone! As you know, besides being a singer, I am also an actress. In order to perform well in both tasks, I have to keep myself balance in both works and daily life. One of my favorite things to reduce the stress is exercising. I love exercising very much, and I do it 2-3 hours a day. Not only that, because I’m an actress, sometimes the movies require me to lose weight or gain weight to fit in the characters. So exercising is the best way to help me keep my shape. And because I exercise everyday, I need very long – lasting shoes, and I also need the shoes that can protect my feet. And Nike convinced me. When I run with Nike shoes, I feel the smoothness and comfort in my moves. The shoes also last very long, so I don’t have to spend time on changing my shoes regularly. Hence, I would highly recommend Nike to be your partner of exercising.

Truong Nam Thanh: Hi everyone! Truong Nam Thanh is at California Fitness Center now, and I come here everyday to work out. I started working out since I was 17, and it is something that cannot be missed in my life. Because of my job’s characteristics, I must have a good health and must maintain the energy all day long. At the fitness center, I like bodybuilding, and also running. In the past, when I started working out, I was wearing regular shoes, and it happened to me sometimes that it hurt my feet. Then I changed to Nike. I chose Nike, at first, because I like the logo. But since I use Nike, I experience the whole difference between Nike and my old shoes, very smooth. Another thing is Nike is very fashionable, I can wear them as daily shoes when hanging out with my friends too. You can say that now I’m so addicted to Nike. Just do it.

Trainer: Hi everyone! I’m Al Morgan, Master Trainer at California Fitness Center. I’ve been working here for 5 years, and I very much enjoy this job. Over 5 years, I think Vietnamese people are now more aware of exercising. For their information, I always recommend my people to wear the right shoes for their exercises. And the brand that I trust the most is Nike. Nike has all the shoes that you need such as running shoes, soccer shoes, volley ball shoes, and so on. The quality is undoubtable. The shoes are designed to really fit in your feet. Allowed their freedom, the toes will flex and grip, setting off a natural chain that exercises muscles normally neglected in traditional footwear. By exercising these muscles, athletes can achieve small performance benefits, adding millimeters to a vertical leap or shaving milliseconds off a race time, while strengthening key stabilizer muscles that help prevent injuries.

In general, I am very satisfied with Nike, and so do my people. We love it.

Nike representative: Hi everyone! I’m Nguyen Ngoc Tuan from Nike. As you may see, a lot of people not only in Vietnam, but also in the world love Nike. We are very proud of what we have done for Vietnamese to assist your healthy life with quality products. Our products are designed to be suitable with Vietnamese weather condition such as Nike Air. Nike Air is pressurized air inside a tough, yet flexible bag. These Air Sole units are located in the midsole beneath the heel, forefoot or in both locations. The Air Sole unit compresses to reduce the force of impact and then immediately recovers to its original shape and volume, ready for the next impact. We do have many modern technologies for different type of shoes. Please check out at http://help-en-us.nike.com/ for more information. One more thing, to avoid fake products in the market, you are advised to purchase products at Nike’s stores. We want to make sure that you will have excellent experience with our products.

Appendix 3: 50 fitness centers that are chosen to broadcast Nike’s promotion video

| Name | Address & Contact |

01 | 15C – Female fitness | 15C Thong Nhat, Binh Tho Ward, Thu Duc Dist, HCMCTel: (08)38891325 |

02 | Cam Van fitness | 13BIS, Phan Chu Trinh, Ward 2, Binh Thanh Dist, HCMCTel: (08)38432734 |

03 | CERCLE fitness | 55B Nguyen Thi Minh Khai, Ben Nghe Ward, Dist 1, HCMCTel: (08)39309210 |

04 | 219 Ly Thuong Kiet fitness | 219 Ly Thuong Kiet, Ward 15, Dist 11, HCMCTel: (08)38640880 |

05 | DanhNhan | 119 Dinh Tien Hoang, Ward 1, BinhThanh Dist, HCMCTel: (08)38031652 |

06 | DuyVien fitness | 4/4 Phan Van Chieu, Ward 12, Go Vay Dist, HCMCTel: (08)38958906 |

07 | HiepNhat fitness | 1179 HiepNhat, Ward 4, Tan Binh Dist, HCMCTel: (08)38117929 |

08 | HoaTra My | 33 Nguyen Kiem, Ward 3, Go Vap Dist, HCMCTel: (08)38940096 |

09 | Hoang Minh fiitness | 318 Pham Van Chi, Ward 4, Dist 6, HCMCTel: (08)39671014 |

10 | Hung Phu | 141-143 Hung Phu, Ward 8, Dist 8, HCMCTel: (08)38597465 |

11 | California Fitness & Yoga center (1) | 28 Le Lai, Ben Thanh Ward, Dist 1, HCMCTel: (08)62915999 |

12 | Nutri Fort (1) | 2B1 Chu Manh Trinh, Dist 1, HCMCTel: (08)38258560 |

13 | NutriFort (2) | 34 Nguyen Dang Giai, Dist 2, HCMCTel: (08)37446672 |

14 | Minh Dan | Z75 Highway 1A, Dong Hung Thuan Ward, Dist 12, HCMCTel: (08)37194233 |

15 | California Fitness & Yoga center (2) | 05 Nguyen Tat Thanh, Dist 4, HCMCTel: (08)38260999 |

16 | California Fitness & Yoga center (3) | Hung Vuong Plaza, 126 Hung VuongTel: (08)22220299 |

17 | NShape (1) | 5th floor, 71 Nguyen Chi Thanh, HanoiTel: (04)62660495 |

18 | NShape (2) | 14-16 Ham Long, HanoiTel: (04)39449420 |

19 | Elite fitness (1) | 51 XuanDieu, Tay Ho, HanoiTel: (04)37186712 |

20 | Elite fitness (2) | 4th floor, Indochina Plaza, 239 XuanThuy, CauGiay, HanoiTel: (04)37886688 |

21 | Elite fitness (3) | 8th floor, Hong Ha Tower, 25 Ly ThuongKiet, Hoang Kiet, HanoiTel: (04)39350308 |

22 | Star Fitness Hanoi | 4th Floor The Garden Shopping Center, The Manor new Urban, Me Tri street, TuLiem, HanoiTel: (04)37875353 |

23 | F1 Fitness | Fortuna Hotel, 63 Lang Ha, BaDinh, HanoiTel: (04)38313333 |

24 | Club Olympia | 4 Tran Hung Dao, HanoiTel: (04)39331049 |

25 | Daewoo Fitness | 360 Kim Ma, BaDinh, HanoiTel: (04)38315555 |

26 | Goldsport | HoaBinh cultural center, 2nd floor, 240-242, 3-2 Steet, Ward 12, Dist 10Tel: (08)38629165 |

27 | Excellent fitness | 68, Giang Vo, Cat Linh, Dong Da, HanoiTel: (04)7366339 |

28 | 97/7 Fitness & Yoga | 97/7 Le QuangDinh, Ward 14, BinhThanh Dist |

29 | UNESCO YOGA Club | 25 Tong Dan, TrangTien, HoanKiem, Hanoi |

30 | Nhat Dang NhiDa | 261a, Nguyen Van Troi, Ward 10, PhuNhuan Dist, HCMTel: (08)9974041 |

31 | The Airport Gym Fitness & Yoga | 6th floor, Hai Au – TNT Tower, 39B Truong Son, Ward 4, Tan Binh Dist, HCMCTel: 0936020030 |

32 | Yofi Club (1) | R1-2 Sky Garden 2, Ward Tan Phong, Dist 7, HCMCTel: (08)54103088 |

33 | Yofi Club (2) | S1-1 Hung Vuong 3, R16-2, Nguyen Van Linh, PMH, Ward Tan Phong, Dist 7Tel: (08)54103388 |

34 | Fit24 | 800 Nguyen Van Linh, Tan Phong, Dist 7Tel: (08)54124242 |

35 | The Gym center | 184 Le Dai Hanh, Ward 15, Dist 11Tel: (08)39621565 |

36 | Getfit | 3rd floor, H3 Tower, 384 Hoang Dieu, Ward 6, Dist 4Tel: (08)62616168 |

37 | K.I.M center | 25, To Hieu, Hiep Tan, Tan Phu DistTel: (08)39610751 |

38 | Live-Dance & Fitness center | 76 Mai ThiLuu, Da Kao, Dist 1Tel: (08)38200792 |

39 | B-fitness | 312 Nguyen ThuongHien, Ward 5, PhuNhua DistTel: (08)35158180 |

40 | Pure Gym | 168 Vo ThiSau, W.6, Dist 3Tel: (08)22412404 |

41 | Be You center (1) | 40-42 PhanBoiChau, BenhThanh, Dist 1Tel: (08)39259786 |

42 | Be You center (2) | 127/135 Dien Bien Phu, Da Kao, Dist 1Tel: (08)66729486 |

43 | Be You center (3) | 68 Nguyen Van Linh, BinhChanh DistTel: (08)54319687 |

44 | Lan Anh club | 291 CMT8 Dist 10 |

45 | Sofitel Plaza Saigon | 17 Le Duan Boulevard, Dist 1 |

46 | International Club | 285B CMT8, Dist 10 |

47 | Gym Cheetah | Dat Phuong Nam Building, Chu Van An str, BinhThanh Dist |

48 | Rach Mieu Fitness club | 1 Hoa Phuong, W.2, PhuNhuan Dist |

49 | Viet fighter | 44 Au Co, Quang An, Tay Ho, HanoiTel: 01638923378 |

50 | Aspara | 141 Nghi Tam, HanoiTel: (04)37186869 |

Nike’s stores in Vietnam

City | Stores | Address & Contact |

Ho Chi Minh City | Nike SGDT | 102 Nguyen Hue, Ben Nghe Ward, Dist 1Tel: +848 38 234 552 |

| Nike Zen Plaza | 54-56 Nguyen Trai, Ben Thanh Ward, Dist 1Tel: +848 39 260 241 |

| Nike Paragon | 3rd Floor 3, Parkson Paragon, 03 Nguyen Luong Bang, Dist 7Tel: +848 54 160 551 |

| Nike Diamond | 3rd floor, Diamond Plaza, 34 Le Duan, Dist 1Tel: +848 38295454 |

| Nike Parkson Đồng Khởi | 2nd floor, ParksonĐồngKhởi, 35Bis – 45 Le Thanh Ton, Dist 1Tel: +848 38248787 |

| Nike Parkson City | 4th floor, Parkson City Plaza, 60A Truong Son, Ward 2, Tan Binh Dist

Tel: +848 62972059 |

| Nike Flemington | 3rd floor, Parkson Flemington, 184 Le Dai Hanh, Ward 15, Dist 11Tel: +848 39621699 |

| Nike Parkson Hùng Vương | Tầng 3, Parkson Hùng Vương Plaza, 126 Hung Vuong, Ward 12, Dist 5

Tel: +848 22220418 |

| Nike Crescent Mall | 2nd floor, Crescent Mall, Phu My Hung, Dist 7Tel: +848 54115559 |

Ha Noi | Nike Parkson Viet Tower | 4th floor, Parkson Viet Tower, 198B Tay Son, Dong Da DistTel: +844 38575268 |

| Nike Parkson Landmark72 | 3rd floor, Landmark72 Tower, E1 Pham Hung st, Lot E1 CauGiay, Me Tri, TuLiem |

Hai Phong | Nike Parkson Hải Phòng | 2nd floor, Parkson TD Plaza, Nga Nam, Cat Bi airport, Ward Dong Khe, Ngo Quyen DistTel: +8431 3 246 278 |

Da Nang | Nike Da Nang Airport | 3rd floor, Danang International Airport, Hai Chau Dist

Appendix 4 : Nike’s print ad on magazine that promote the sweepstake

References

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Phase 2

The total budget is $93,078,8.

a. Product overview

Actual product:

References

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