New product development teaming up with Nike to introduce a new product into the market.

1. NIKE CRUSH
Michael Spinella, Dieu Anh Ho
Samantha Thomas

2. consumersearch.com
Coleman 50-quart Wheeled Ultimate XtremeCooler: Iffy manufacturer
claim, heavy and bulky
Coleman FlipLid 6 Personal Cooler:Heavy, hard to carry on long trips
KleanKanteen Classic stainless-steel water bottle: Sweats in hot weather
Product Architects Polar Bottle: Not functional for sports, doesn't keep
liquid cold, unattractive despitechoices
EarthLust Bottle 13oz.: Doesn't accommodate ice cubes
Nalgene OTG - On The Go: Comes in only three colors.
Sigg Classic Traveler: Expensive, icecubes don't fit inthe narrow mouth

3. Solving the Problem
Users of different ice coolers on
www.consumersearch.comspecified the
problems of them being bulky, heavy and hard
to carry, especially on long trips.
Users of different water bottles on
www.consumersearch.com specified the
problems of them not being able to
accomodate ice cubes inside and not keeping
the liquid cold. Some consumers also claim the
watter bottle companies have unattractive
designs, offer very limited color range and are
not functional for sports.
That is why we came up with Nike CRUSH!

4. Determinant Gap Map
Weight High
Convenience
Low High
Low

5. Filling the Gap
Nike
Ice Cooler Koozie
CRUSH

6. Introducing the NIKE CRUSH
CRUSH

7. Nike CRUSH – feature, function, benefit
 Feature:A light, small, colorful and attractive looking sleeve
cool drinks within minutes anywhere you are
 Function: Cools your drink on the go!
 Benefit: Small, Light, Portable, Reusable cover, non-toxic
chemicals and Environmentally Friendly.

8. TARGET AUDIENCE

9. Demographics
 Target Demographics:
 18-34
 35-44
 College Degree
 We can assume from our research that these demographics will
have the greatest interest in the Nike Crush because they are
most concerned about physical fitness and the foods they
consume.
 Nike Crush Cooling Sleeve is most ideal for college students
and working professionals who lead active and busy lifestyles.

10. Psychographics(Lifestyle Analysis)
 Target Psychographic:
 Households with an income of $30,000 & above
 We can assume from our research that these
psychographics will have the greatest interest in the
Nike Crush because our product will offer convenience
along with affordable pricing.

11. Geographic Locations
 Elements:
 Have a high concern for their overall health
 Participatein physical fitness activities
 In need of convenient products for a busy lifestyle
 TargetCities: Atlanta, Boston, Chicago, Los Angeles,
Miami, New York, San Francisco, and Washington DC

12. Geographic Locations
 Target Demographics:
 Major Cities
 We can assume from our research that these geographic locations will
have the greatest interest in the Nike Crush because of the size and
location of the area. Larger cities offer more commuters that lead busy
lifestyles, which is most ideal for a product like the Nike Crush

13. Consumer Profile
Diana Williams
Age:19
Occupation: Full-Time Student/Part Sales Associate
Marital Status: Single
Monthly Income: $800-$1000
Hobbies: Active in aerobics 3 times a week
Interest: Movies, Music, and Physical fitness

14. Consumer Profile
Mathew Rose
Age:31
Occupation: Personal Banker
Marital Status: Newlywed
Monthly Income: $2000-$3000
Hobbies: Occasional golf on the weekends
Interest: Sports, Gaming, and electronics

15. Promotions/Events

16. Avon Walk For Breast Cancer
 “Let Nike help CRUSH Breast Cancer”
 Nike will provide the “Nike Crush” for walks in Houston, Washington,
Boston, Chicago, Rocky Mountains, San Francisco, Santa Barbara, New York
City, and Charlotte.
 Special Breast Cancer Edition Packaging to promote Breast Cancer
awareness during walks as well as the month of October.
 During the month of October 10% of CRUSH sales will be donated to Breast
Cancer Research

17. The ING New York City Marathon
 “CRUSH the Competition, Just Do It”
 ING New York City Marathon is one of the world's great road
races, drawing more than 100,000 applicants annually
 Gives CRUSH a chance to excel in the media capital of the world
before two million cheering spectators and 315 million
worldwide television viewers.
 Our design will be promoting the “Team for Kids” Charity.
 Promoting health and fitness in the fight against childhood
obesity and diabetes.

18. 2012 Olympics
 Nike CRUSH will be provided to all participating athletes.
 The product will feature a limited addition Olympics design, both provided
in the arena as well as participating stores where Nike product’s could be
found.

20. News Papers Selected
•USA TODAY’s daily print circulation was 1,829,099
for the period ending March 31, 2011
•The Wall Street Journal currently has a print
circulation of 1,613,062 in the United States

21. Magazines Selected

22. Magazines Selected

23. Celebrity Endorsers
LeBron James Maria Sharapova

24. CRUSHTHE COMPETITION. JUST DO IT.
CRUSH

25. CRUSH THE COMPETITION. JUST DO IT.
CRUSH

26. News Paper Spending
CPM( Full CPM (1/4
Publication Circulation Full Page 1/4 Page Page) Page) Weeks Full Page Total
USA Today
(Weekdays) 1,728,413 199,000.00 77,900.00 115.13 $45.07 20 $3,980,000.00
USA Today
(Weekend) 1,981,016 242,600.00 95,100.00 122.46 $48.01 10 $2,426,000.00
Wall Street Journal 1,613,062 243,966.24 60,991.56 151.24 $37.81 20 $4,879,324.80
Total: $11,285,324

27. Out Door Spending Spending
Media Outlet: Cost (4 Week Period) Average Number of Ads Totals
Billboard Ads:
Large Billboard $1500-30000 $15,750
Medium Bilboard $750-2000 $1,375 5000 $6,875,000
Small Billboard $300-750 $525 500 $262,500
Digital Billboard $3500-25000 $14,250
Bus Ads:
Bus Exterior Ads $150-4500 $2,325 2500 $5,812,500
Bus Stops $150-4500 $2,325
Bus Interior $20-50 $35
Bench Ads $75-500 $288
Taxi Ads:
Taxi Top $200-500 $350 8000 $2,800,000
Taxi Side and Top $500-800 $650
Taxi Full Wrap $950-1950 $1,450
Subway/Train Ads:
Backlit Diorama $200-950 $575
2 Sheet (Subway Station Wall) $200-950 $575 10000 $5,750,000
Interior Display (Vertical Format) $75-150 $113 10000 $1,125,000
Interior Display (Horizontal
Format) $50-100 $75 10000 $750,000
Total: $23,375,000

28. Outdoor Spending Allocation
Taxis, 12%
Bus Ads, 25%
Subway, 33%
Billboards, 30%

29. Magazine Spending
Magazine's
Publication Cots Circulation Subscribers CPM Months Budget
Golf Digest $154,353 1,672,888 1,595,290 $92.27 12 $1,852,236
DETAILS $76,038 453,246 411,212 $167.76 8 $608,304
GQ $161,437 980,254 803,942 $164.69 8 $1,291,496
Golf World $37,720 209,501 175,184 $180.05 12 $452,640
SELF $182,321 1,545,247 1,301,358 $117.99 8 $1,458,568
ESPN $214,720 2,046,065 2,021,512 $104.94 6 $1,288,320
Women's Health $177,605 1,589,342 1,199,267 $111.75 6 $1,065,630
Shape $182,023 1,656,678 1,388,352 $109.87 6 $1,092,138
The Rolling Stone $191,910 1,467,739 $130.75 6 $1,151,460
Sports Illustrated $392,800 3,300,000 $119.03 12 $4,713,600
Mens Health $195,780 1,892,760 $103.44 8 $1,566,240
Maxim $146,600 2,530,440 $57.93 6 $879,600
Total: $17,420,232

30. Magazine Cost Allocation
Maxim, 5%
Golf
Mens Digest, 11% DETAILS, 4%
Health, 9%
GQ, 7%
Golf World, 3%
Sports
Illustrated, 27%
SELF, 8%
ESPN, 7%
The Rolling Women's Health, 6%
Shape, 6%
Stone, 7%

31. Online Advertising Spending
Plat form: Cost
Google AdWords $10,000,000
Facebook $300,000.00
Total: $10,300,000

32. Online Advertising
 Advertising on sites such as:
 Facebook, Twitter, and Google AdWords

33. Facebook
 Facebook has over 500 million users world wide
 They currently have over 50 million users that they reach on a
daily basis.
 Which is more then YouTube, Yahoo!, and msn.
 People on average spend between 4- 8 hours daily which gives
plenty of time for impressions of ads

34. Google AdWords
 According to Alexa.com Google is the number one site on the
internet today
 Not only in the US but worldwide as well.
 Consumers are also spending and average of 12 minutes on
Google

35. Why Google AdWords?
 Over 37 million people world wide Google Nike on a monthly
basis
 Making our product more accessible to gain a name in the
market.
 Water is also Google-d over 101 million times globally in a
month
 Averaging our costs to be $1.05 per click.

36. Advertising Budget Allocation
Budget Allocation
Plat Form Cost
News Paper $11,285,324.80
Outdoor Media $28,137,500.00
Magazines $17,420,232.00
Online $10,300,000.00
Events $25,000,000.00
Total: $92,143,056.80

37. Advertising Budget Allocation
News
Paper, 12%
Events , 27%
Outdoor Media;
31%
Online, 11%
Magazines, 19%

38. Month January February March April May June July August September October November December
Weeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Media Platform
News Papers:
USA Today (Weekdays)
USA Today (Weekend)
Wall Street Journal
Out Door Media
Billboard Ads:
Medium Bilboard
Small Billboard
Bus Ads:
Bus Exterior Ads
Taxi Ads:
Taxi Top
Subway/Train Ads:
2 Sheet (Subway Station Wall)
Interior Display (Vertical Format)
Interior Display (Horizontal Format)
Magazine's
Golf Digest
DETAILS
GQ
Golf World
SELF
ESPN
Women's Health
Shape
The Rolling Stone
Sports Illustrated
Mens Health
Maxim
Online:
Google AdWords
Facebook

39. Other Considerations But Not Use
 Radio
 Television
 Product Placement
 Cinema
 Mobile

40. Questions?