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Name: Kevin Sieu
College: Vanier College
Discipline: Commerce
Why commerce: I would love to work in finances or management later on.
Interests: Running, swimming, biking, hiking, reading
 Future goals: I want to either become an engineer or a consultant for a firm.
I also want to complete my first ironman before the age of 23, my first ultramarathon before I am 25.

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Name: Kevin Sieu
College: Vanier College
Discipline: Commerce
Why commerce: I would love to work in finances or management later on.
Interests: Running, swimming, biking, hiking, reading
 Future goals: I want to either become an engineer or a consultant for a firm.
I also want to complete my first ironman before the age of 23, my first ultramarathon before I am 25.

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Observations of the fist merged session you had: Everyone was interacting in their own way. Each of us brought a different perspective when it came to explain why we chose the Nike brand. Some explained that the brand represented diversity, others argued that nike represented determination, perseverance, while others perceived it as self-accomplishments.
b. Ex: What did you do as a group: We chose we branch of Nike we wanted to analyze. We were debating between Nike basketball and Nike tennis. We are more likely to choose Nike Tennis because of the ads content. Nike tennnis promotes Nikes whole philosophy more than NIke basketball.
What did you learn about each other and the project? I learned that some of our teamates are soccer fans while others are more basketball fans. I also learned that Nike was a predominant part of their lives whether it came down to running shoes, training clothes or day to day wear. We all realized that Nike was the brand we all wore the most.

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Observations of the fist merged session you had: Everyone was interacting in their own way. Each of us brought a different perspective when it came to explain why we chose the Nike brand. Some explained that the brand represented diversity, others argued that nike represented determination, perseverance, while others perceived it as self-accomplishments.
b. Ex: What did you do as a group: We chose we branch of Nike we wanted to analyze. We were debating between Nike basketball and Nike tennis. We are more likely to choose Nike Tennis because of the ads content. Nike tennnis promotes Nikes whole philosophy more than NIke basketball.
What did you learn about each other and the project? I learned that some of our teamates are soccer fans while others are more basketball fans. I also learned that Nike was a predominant part of their lives whether it came down to running shoes, training clothes or day to day wear. We all realized that Nike was the brand we all wore the most.

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I selected the Serena Williams ad mainly because she is an icon when it comes to tennis. Her image as an athlete represents more than just the best tennis player in her category. From all her accomplishments, she can be considered as the best ever. Nike advertises her achievements as someone who worked hard against all odds to earn her place in her field. Not only does she represent diversity, she also empowers women and promote self-actualization.

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I selected the Serena Williams ad mainly because she is an icon when it comes to tennis. Her image as an athlete represents more than just the best tennis player in her category. From all her accomplishments, she can be considered as the best ever. Nike advertises her achievements as someone who worked hard against all odds to earn her place in her field. Not only does she represent diversity, she also empowers women and promote self-actualization.

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I selected the old ad because I found it funny. However i found this ad interesting because it did not promote as much as the new ad. Roger Federrer in this ad can be seen never missing a shot, which can easily be understood that he is the best in his field.  Towards the end, he is faced with a super shot which he does not miss, which sends a message that says that perfection in a field does exist. However this ad does not promote diversity, gender empowerment, but rather just an old and classical nike self-actualization ad.

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I selected the old ad because I found it funny. However i found this ad interesting because it did not promote as much as the new ad. Roger Federrer in this ad can be seen never missing a shot, which can easily be understood that he is the best in his field.  Towards the end, he is faced with a super shot which he does not miss, which sends a message that says that perfection in a field does exist. However this ad does not promote diversity, gender empowerment, but rather just an old and classical nike self-actualization ad.

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Demographics:
Name: Jake
Age: 37
Annual income: 100 000+$
Gender: Male
Education: Graduated with an university degree in business
Occupation:  Working as a business consultant
Ethnic backround: White Caucasian
Marital Status: Single
Psychographics:
Attitude: Cares about branding+Wants to be perceived in high esteem and prestigious
interests: Reading, Travelling, Tennis
Lifestyle: Active and always on the move
Geographics:
Country: Canada
Province: Quebec
City: Montreal
Behaviour and response:
Occasion for use: Playing tennis
Benefits sought: To look like a champion
Usage rate: 4 times a week
Degree of loyalty: High on the brands that offer prestige et high esteem

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Through comedy, the ad is trying to target the average white caucasian male that plays tennis. This ad promotes the sport of tennis by pushing through all boundaries. The goal behind this ad is to increase sales revenues by the promotion of breaking all rules. Often, breaking rules can be perceived as wrong, but in this ad, breaking rules is promoted as essential into becoming the best.

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The message of this ad is to promote boldness. In this ad, Nike uses an authority figure such as a tennis coach that dictates rules not to break. However, the player protrayed in this ad breaks all theses rules in order to become better.Spending money you don't have can often be perceived as wrong but in this case, spending money on Nike is essential and part of the process into becoming the best of one in tennis. Nike places itself as a brand that is essential for the customer if he wants to become bold and successful.

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The positioning in this ad is by situation. Nike advertises its gear as essential when playing tennis.
It is successful because you can can associate the nike brand to the sport of tennis. When the tennis player breaks all the rules of the authority figure in the ad, that tennis player embodies the slogan of nike "Just Do It".

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Demographics:
Name: Shanice
Age: 30
Annual income: 40 000$
Gender: Female
Education: Universiy degree
Occupation: Sales
Ethnic backround: African
Marital Status: Single
Psychographics:
Attitude:  Cares about branding-desire to be respected and to be treated as equal- Wants to be perceived in high esteem and prestigious.
Lifestyle: Active, always on the go.
Geographics:
Country: Canada
Province: Quebec
City: Parc-Extension
Behaviour and response:
Occasion for use: Plays tennis
Benefit sought: Looking for a higher purpose- Looking for respect through self-achievement and social acceptance
Usage rate: Plays around 6-7 times a week, at lunchtime of right after work
Degree of loyalty: High on the brands she trusts and that are well perceived by others.

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The goal of the ad is to increase social responsability through the empowerment of women, visible minorities and underpriviledged classes

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The message of this ad is to promote gender emporment. With all the recent accusations of sexual assault surfacing in the entertainment world, Nike chose to attack this issue with Serena Williams accomplishments. She is the greatest tennis player of all time, and with all odds stacked against her, she still made a name out of herself through hard work and dedication. Nike uses the fact that Serena comes from nothing and achieved everything to demonstrate how women in general are powerful and as fearless as men, and that they're potential should be aknowledged equally and not ignored. By putting Serena Williams as their star for tennis as, Nike is trying to inspire women, visible minorites and underpriviledged classes to achieve greater things.

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The positioning in this ad is by leadership. Through Serena Williams, Nike implicitely conveys how the greatest player of tennis of all time only wears the best gear.It is successful because you can see how the greatest player of tennis of all time wears the Nike brand. Moreover, you can also notice how Serena Williams also embodies the Nike slogan "Just Do It" by listening to her coach and by succesfully performing all of his orders.

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https://www.nytimes.com/1990/07/10/business/nike-profits-increase-84.html
Sales increase by 84% that same year.
The ad seemed to have been commercially successful. This research does coincide with the fact that this ad was trying to target a wider range of people. Although the ad was portrayed though a specific demographics, psychographics, geographics and behavioural response, this ad did try to incorporate through the use of popular music of the time, a wider range of customers. Which can be linked with a 84% increase that year for NIke stocks.

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https://www.cnbc.com/2018/12/20/nike-earnings-q2-2019.html
Sales increase
This ad was greatly made. It was one of the many bold ad nike released this year. The boldness of this empowering ad for the female gender, visible minorities and less prosperous classes, was well used to target the general population. This vast market definitely led to Nike being a prefered brand for social responsible reasons, which increased their sales for 2018.

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The ad was creatively successful. It has not won any awards. However, this year, Nike has been using controversial ads in order to promote its brands. This brand is one of the many complementary ads that resulted after the Colin Kapernick one. This type of boldness in ads by Nike has showed promising potential in sales increase. After the Colin Kapernick ad, Nike shares rose 31%. In parallel of the race inequality in the states that resulted in the Kapernick ad, gender inequality, was also quite predominant in the year of 2018. With the #METOO movement, this ad of Serena Williams was a perfect fitting for this movement. Moreover, this ad also managed to incorporate visible minority issues and the problem of disparity in social classes in the states.

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The ad was creatively successful. The ad did not win any awards however by using Andre Agassi as a brand promoter, Nike definitely tried to better its brand through the perspective of esteem and prestige. Moreover, the use of Agassi and him breaking all rules in the ad perfectly conveys the slogan of the Nike brand. This ad was perfectly done, subtle in the targetting of its market, efficient in the message it sent and succesful in the goal it tried to achieve.