Product and Brand

taking a known brand and a known product and creating a combination.

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Nike Flight Energy Drink

Idea
To produce a Nike energy drink. Title “Flight”. This is not a recreational drink like that of coke, this is specifically designed for an active person body, but by that it is in no way dangerous to those who are not active. Flight will be fairly healthier than competitors too, having less unnatural sugars, no taurine etc.

Reasoning
Nike have a huge involvement in all sports, not just an involvement but they are one of the biggest sports recreation equipment retailers in the world. Nike are eternally expanding their product range, but they have yet to venture into the consumer goods market. As Nike already have their foot well in the door of sports equipment retail sector it would not be very difficult for Nike to produce energy drinks, promoting them with relevant products of which they sell, which would be almost all of their products. Nike already produce water container drinks bottles but have yet to produce energy supplements. No other sports product retailer has yet to try making energy drinks and with the already stone foundations of Nike’s customer loyalty there is little that could go wrong.

Nike as a Brand
Nike is multi-million dollar sports recreation equipment producer, selling everything from roller skates to finger gloves for basketball. You can’t get through everyday life without seeing the Nike logo at least once.
Nike sells to everyone from professions to families trying to keep in shape. Football being possibly the most popular sport globally, Nike has got behind the biggest names in this industry, where ever u see famous football stars, you see a Nike logo. They did this very successfully too they even broadcast many episodes of famous footballer performing jaw dropping tricks. The series was title Joga tv and proved very popular.
Prior to this the released several sport themed adverts, showing profession players skills. All of the adverts were themed very similarly and easily linked to one another. One advert showed a group of footballers, another showed basketball players, another showed skateboarders and so on. These adverts no doubt inspired the later Joga tv adverts.
Nike have a reliable, trust worthy reputation, possibly because they cater to nearly all ages and prices range. They promote an image of fun and happiness which clearly would appeal to anyone. Showing videos of people having fun playing football in beautiful sunsets was indeed a very good advertising campaign, simple.

Marketing
Nike focuses on quite a young market, ranging from about 17-30 year olds, people in their prime of their sport coincidently. No doubt Nike market to different age ranges depending on the particular sport. For instance the target market for Nike golf products would be anyone from 30 year olds to 60 year olds, as isn’t really a young persons sport, it doesn’t involve running around, it’s relaxing and many retired men play often. Where as marketing for Air Jordan would have been much younger age range, say 15-25 year olds. But as a whole Nike retains a relative young and energetic image which is clearly reflected in it target market.
Nike’s biggest success asset at the moment is football and in particular, the famous football player Ronaldinho. Player endorsement of this new energy drink would definitely be a powerful marketing tool, particularly to the younger, more easily influenced fans. Player endorsement is certainly not a new and genius way of selling a product but it is a tried, tested and proven method of boosting sales.
The market that Nike Flight energy drink would be aimed at would be the younger more active side of the current Nike market, the advertising mediums relatively similar to the ones in place now. The drink would also be used before, during and after sport.

Competitors
Red bull – Red bull is indeed a very popular energy drink and could cause a few problems. Red bull do have a huge amount of advertising particularly in motor sport, but the amount of motor sport viewers is minuscule compared to that of big football event viewers. Red bull also have a slightly different market, they don’t market to active youngsters after an energy drink before a sporting event. Their market is more a general energy pick me up after a rough night. It is also hugely famous or infamous amongst the night club scene where they make most of their revenue. Conclusively red bull has a slightly different market and don’t pose much of a threat.

Lucozade – Lucozade I think would be the biggest competitor, marketing directly to the active and sponsoring many large sports events, but other than that they don’t appear to have much advertising, leading me to believe that they have many regular loyal consumers rebuying their products on a regular basis.
I believe with promotion and more advertising than Lucozade which isn’t a huge amount, they wouldn’t appear much of a threat.

Powerade – Powerade are mainly an American company and have little of the energy drinks market in the UK. However they do also sponsor sports events and cater to the same market as the Nike Flight would, but again they are not a huge company and could not dominate the current energy drinks market quick enough to be a problem.

Sprite 3G – A recently launched product of the coca cola company, which hasn’t taken off very rapidly and has little hold of customers not any more so than red bull at least, however coca cola is a huge global company and sprite 3g would have to watched very closely to ensure they do not become a problem. Furthermore coca cola being such a huge company and so successful they know the best ways to market a drink, most likely more so that Nike would.

There are a few other energy drink suppliers such as Gatorade, a large American company, Isostar energy and also the new irn bru energy drink. Gatorade do not pose a threat as they are an American company and have no UK audience, Isostar are huge in the sport of ice hockey in the USA but not many other sports and the irn bru energy has had little success.

Advertising
The target audience will be active people from the age of 17-30 and onwards, the current Nike market is very similar to this and thus should help the promotion. Making people aware of your product is crucial clearly.
The first advertising strategy would be to develop some consumer intrigue about the product by not to advertise the product directly, but to have slips with the Nike Flight logo on the odd clothing and in the odd shoe box. Similarly I would (if possible) get famous Nike sponsored professional athletes to drink the energy drink at sporting events, the bigger the event the better, but without mention to the product, confusing onlookers generating interest and intrigue.
Also a website would be in place so that if someone were to enter into google Nike Flight, they would be linked a website with very little on there, just a picture of the logo, possibly a puzzle with a pretend prize that would reveal the product to you. yet again creating more intrigue.
I would ideally do this for approximately a month before the launch date then at big sporting events have a free give away of the Nike Flight drink, at this point we could see how much interest we have created. After this I would continue to advertise as normal, listed below.

Football match Bill boards – viewed by hundreds of thousand of people and Nike are currently advertising on these so it isn’t a huge step in difficulty and also innovation.

Player Endorsement – If possible getting famous footballers to drink the beverage on an advert or actually while training or during a match would make people gain huge interest in the product, but this is a very expensive procedure.

Magazines – Many fitness magazines such as Men’s Health, Fitness magazine etc a very specific and very accessible perfect for our target market.
Also Football magazines in particular would create a lot interest.

Internet adverts – Flash animations (see my blog for this animation www.ashatron.blogspot.com) could appear on football, physical training and health supplement websites. They could appear as a banner at the foot or top of a page, or a vertical ad could also be created.

Advertising Boards on street – (see image of fighter) I intend to create a series of different images illustrating different sports, all these advert will contain the 2 tag lines “True athletes don’t give up…..and now neither will you” and “Go Faster, work harder”. The Poster created refers general martial arts and boxing.


Intentions
The intentions are to make people aware of a healthier alternative to standard energy drinks, gathering the users of energy drinks and make them consumers of Nike Flight. One way of damaging our competitor Red bull is to exploit the side affects and health hazards of taurine used in their beverages.

Design Realization
In coming up with a word for the energy drink I went through a series of relaxed, fast, powerful, speedy adjectives only to arrive at Flight.
The word “Flight” of the Energy drink “Flight” represents the idea of being weightless of there being no difficulty in the exercise your doing as you as hydrated and full of energy and you could do it for ever.
The heart rate monitor underneath the work “Flight” represents increased heart rate by doing the activity you love.
All of those symbolisms are clear as soon as you looked at the logo.