Digital Marketing Strategies and Factors Effecting Customer Knowledge, Sales and the Profit

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Design Project Report
On
Digital Marketing Strategies and Factors Effecting
Customer Knowledge,
Sales and the Profit
By
Rohit Mandar (2016D2PS0988P)
Discipline: M.sc. (Tech) General Studies
HSS F377: Design Project
Submitted to:
Dr. Sangeeta Sharma
Associate Professor,
Department of Humanities & Social Sciences,
BITS PILANI - Pilani campus
BIRLA INSTITUTE OF TECHNOLOGY &
SCIENCE, PILANI
NOVEMBER 2019

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Table Of Contents:-
SR No. Topics Page No.
1 Abstract 4
2 Introduction 5
3 Objectives 5
4 Methodology 5
5 Nike Strategies 1990’s 6-9
SWOT Analysis 1990’s 9-11
6 Nike Digaital Planning Strategies 12-14
Nike SOSTAC 15-22
7 Conclusion 23-24
8 References 25

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ACKNOWLEDGEMENTS
I would like to express my gratitude towards S.K.Chaudhary sir (HOD dept. of Humanities &
Social Sciences) for giving me an opportunity to undergo a project in department of Humanities
& Social Sciences.
I am highly indebted to Dr. Sangeeta Sharma madam for their guidance and constant supervision
as well as for providing necessary information regarding the project & also for their support in
completing the project and for giving me such attention and time.
My thanks and appreciations also go to my institution in developing the project and people who
have willingly helped me out. I have taken efforts in this project. However, it would not have
been possible without the kind support and help of many individuals and institution. I would like
to extend my sincere thanks to all of them.
-Rohit Mandar
2016D2PS0988

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Abstract
The rise in popularity of technology into marketing strategy directs attention to the need for an
in-depth review of digital marketing strategies. It has played a vital role in making one as a
successful brand. This paper informs about the marketing strategies of NIKE earlier and its
transformation into digital and also tools of marketing with various models involving the
beginning from unawareness to the post-purchase of a brand. Also, it highlights the role that
marketing research plays, market plan (ICCDVTM@P) and the SOSTAC model of digital
marketing.
In this report, I performed a detailed description of how to engage customers, what motivates
them to come online and why do we lose customers.

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CHAPTER ONE
INTRODUCTION
Digital marketing is ofter referred as ‘online marketing’, ‘internet marketing’ or ‘web
marketing’. The term digital marketing has developed a fame over time. The way in which
digital marketing has grown after the 2000s has changed the way brands and businesses make
use of technology and digital marketing for their marketing purpose.
Digital marketing extends beyond internet or web marketing including channels that do not
require the use of the Internet. It includes mobile phones (SMS), social media marketing, display
advertising and many other forms of digital media.
Digital marketing is a strategy that provides an individual or organization the ability to reach
clients by establishing innovative practices, combining technology with traditional marketing
strategies.
Digital marketing is a two-way communication process which helps to get feedback faster and
also allow manufacturers to improve the products, there is an interaction level between consumer
and buyer so that their won’t be any furture complications and what so ever the issue can be
solved in the shortest time spam also the prices online are less as compared to traditional
marketing and it is also an simple and direct way to calculate ROI.
Objectives or expected learning outcome
The study is focused on digital marketing strategies and aimed to learn the marketing tools and
market plans for making one as a successful brand. The fundamental aim is to find the
effectiveness of digital marketing over traditional marketing.
The study also touches upon customer satisfaction, their knowledge and how they get affected
and convinced by others.
Methodology
The project aims to compare the advantages of digital marketing over traditional marketing that
affects the growth and image of a brand. The qualitative research is used to understand the
customer need, create improvement for a product, brand, and services, understand the idea,
approach behind marketing e.t.c. quantitative research is used for comparison and adopted case
study methodology. Exploratory work must be done to determine the nature of the variation in
the situation. Through content analysis and data collection, I focused to aim an initial
understanding of the type of content written and generated from data.

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CHAPTER TWO
EARLY STRATEGIES
NIKE COMPANY ANALYSIS
“In the face of today’s challenges—from climate change to inequality to how we unleash the
potential of the next generation—I believe we need our boldest dreams yet”
[Mark parker, chairman, president and CEO of Nike, purpose.nike.com, 2019]
Nike Inc. an American sportswear company, headquartered in Beaverton, Oregon, It was
founded in 1964 as Blue Ribbon Sports by Bill Bowerman. After opened its first retail outlet in
1966 and launched the Nike brand shoe in 1972. In 1978 the company was renamed as Nike, Inc.
And it was made public two years later. In the 21st century, it had stores and distributors in over
170 countries and its logo, a curved check mark called the "swoosh", was recognized throughout
the world.
The 1980s were noticeable by the signing of Michael Jordan as a product spokesperson, revenues
in excess of $1 billion leads to the formation of Nike International Ltd., and " Just Do It"
campaign. Nike additionally enlarged its product to incorporate specialty attire for a variety of
sports. In 1990, Nike surpassed the $2 billion mark in consolidated revenue with
5300 employees worldwide. In addition, we tend to open the NIKE world campus in
Beaverton, Oregon.
In 2018 Nike is ranked as 5th by UNIVERSUM, 2nd for happiest companies to work for by
Career Bliss. In 2017 ranked 12th in the world’s most admired companies by Fortune, 9th for
most admired employers for millennials by Mornig Consult, best team culture in 2017 also in
2016 ranked as most innovative companies by Boston Consulting Group, best place to work by
Glassdoor. Celebrity endorsements by such athletes as Michael Jordan, Mia Hamm, Roger
Federer, and Tiger Woods is the major part of Nike’s success that it was owed. The NikeTown
chain stores 1990, paid honor to these and other company spokespersons while offering
consumers a full range of Nike products.
Current Status
Today nike. Inc. has widespread arrangement of its offerings, which are available throughout the
world. It had an revenue of 39.117 Billion by the end of financial year of 2019 which is 74%
more as comapred to 2005 which is 13.74 Billion. It has also created about $4772 million of
combined free income from operations as of may 2019. (BSE, 2019)