E-Marketing Plan of Jordan Proto Max-720

This e-marketing plan discusses the marketing strategy and implementation plan for Nike's product Jordan Proto Max-720. It includes a situational analysis, objectives, e-marketing strategy, budget, and evaluation plan.

E-Marketing Plan of Jordan Proto Max-720
Name of the Student:
Name of the University:
Author Note:
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Table of Contents
1. Introduction..............................................................................................................................3
2. Situational Analysis..................................................................................................................3
PESTLE Analysis........................................................................................................................4
SWOT Analysis...........................................................................................................................5
5C Analysis..................................................................................................................................6
3. E-business strategic plan..........................................................................................................8
4. Overview of Jordan Proto-720.................................................................................................8
5. Objectives.................................................................................................................................9
6. E-Marketing strategy/implementation plan............................................................................10
7. Design e-Marketing mix tactics.............................................................................................10
8. Budget....................................................................................................................................11
9. Legal & ethical considerations...............................................................................................13
10. Evaluation plan...................................................................................................................13
11. Conclusion..........................................................................................................................13
Bibliography..................................................................................................................................14
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1. Introduction
Nike is famous for its famous sports shoes. Along with physical store presence, it is now
focussing on developing faster and well-featured website1. In the current e-marketing plan Nike’s
product Jordan Proto Max-720 will be discussed extensively. The website of Nike features this
new shoe, provides various detailed pictures of the shoe along with detailed description. The
shoe’s special feature along with the various happenings associated with the product is
highlighted. The shoe is Nike’s current technology that is lightweight, with flexible textile and
adjustable heel strap for custom fit. In the current e-marketing plan, market analysis for Australia
has been undertaken.
2. Situational Analysis
While undertaking marketing for Jordan Proto-720, a situational analysis of the market will
allow designing a more appropriate plan for the product. Nike does business in various sports
shoes and is world renowned shoe maker. Nike has business spread across the entire world and is
a favourite brand for all types of sports personnel. Though it is a global brand player yet it
experiences tremendous competition from Adidas. In situational analysis PESTLE, SWOT and
5Cs will be undertaken.
PESTLE Analysis
PESTLE is an abbreviated form for political, economic, social, technological, legal and
environmental analysis. A detailed PESTLE analysis for the Australian market is undertaken as
below;
1 Kevin J. Trainor et al. "Integrating information technology and marketing: An examination of
the drivers and outcomes of e-Marketing capability." Industrial Marketing Management 40.1
(2011): 162-174.
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Australia is politically stable country. It is a democratic country, where bureaucrats promote
businesses. There is minimum entry requirement for businesses and tax rebates are also
available. Low bureaucratic control allows business to flourish. Control on website businesses is
minimal with some legislative requirements regarding safety and security.
Figure 1: PESTLE Analysis
Australia has a stable economy with good trades with neighbouring countries. It has a stable
currency system with stable market system. Debts are available at cost affordable rates and
companies are able to easily conduct business in the country. Australia offers the perfect
destination to conduct ecommerce businesses and the market is flourishing with large number of
companies offering their products and services online.
Social and culturally Australia is a leading country. With highly educated, trained and
westernized population. Australia plays varied games in the world which promotes the sale
sports shoes. Product such as Jordan Proto-720 has a lucrative market in Australia. Australia has
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PESTLE
Political
Economic
Social
Technological
Legal
Environmental

high population as it attracts a large number of highly skilled and educated immigrant
populations, which creates a huge market potential for shoe makers such as Nike.
Technologically Australia is very advanced. It currently makes use of 5G technology for internet
connection and ecommerce businesses are present in large numbers in the country.
Companies conducting business in Australia need to adhere to the legal standards in the country.
There are stringent regulations for ecommerce websites, which ecommerce businesses needs to,
adhere to. Nike’s ecommerce business adheres to Data Protection regulations and other rules as
necessary for its business.
Environmental consciousness is Australia is particularly high. Consumers have high
environmental consciousness and prefer purchasing products for companies that manufactures
environmentally sustainable products. Nike manufactures its shoes from recycled and
environmentally sustainable raw materials.
SWOT Analysis
A detailed SWOT analysis of the website will enable drawing upon a good marketing plan.
Strength
 Presence of high level of brand consciousness
 Website contains high quality graphical images
 Website is secured
 Website presents crucial information in an attractive and readable manner
Weakness
 Focus on few products only
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 Consumers inability to purchase directly from website
 Contains limited information regarding products and too many pages
Opportunity
 Include more product details as available in stores
 Provide opportunity for online shopping
 Initiate consumer engagement programs
Threat
 Prevalence of wider competition in Australia from local and international brands
 High website maintenance costs
5C Analysis
The marketing five areas which enable marketing decisions for a company are company,
competitor, customers, collaborators and climate. Analysis of the 5Cs is conducted on the
website is as follows;
Customer needs from the website needs to be determined as they are the clients that the
Company is trying to satisfy. Nike’s customers segment includes both male and female, aged 15
years to 45 years and income levels includes medium and high income levels. Customers for the
business mostly includes retail channel, especially young people who are involved in sports
activities.
Company analysis for Nike reveals that it is able to meet customer needs. Nike frequently makes
innovative products that entail comfort.
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Figure 2: 5Cs
Competition of Nike is with international player Adidas, Reebok and local players in Australia.
Reebok and Addidas is an active competitor of Nike and provide innovative sports shoes. Market
acceptance for sports shoes for Reebok and Adidas is high as Nike. Reebok and Addidas makes
high quality sports shoes.
Nike has several collaborators in the Australian market. It has tie-ups with several distributors,
wholesalers and retailers. It can make collaboration with Amazon cloud services for hosting its
website. It will provide opportunity to the website to stay live at all times and allow ease of
browsing for customers. However such collaborations will be available at high costs.
Context for Nike’s website are not present as such. Political, economic and social issues are all
supportive. However, technologically website maintenance costs for Nike is significantly high.
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Context
Company
Customer
Cabalities
Collaborators

3. E-business strategic plan
Situational analysis reveals prevalent of tremendous opportunities for Nike in conducting its
business in Australia. The E-business of Nike will make use of these opportunities by directly
selling to its online customers2. The Company already sells through whole, retail and distributor
channels; and now it can initiate selling through its online platforms as well. It can adopt direct
selling business model to increase revenue earning and reduce cost for its sports shoe Jordan
Proto-720 business.
4. Overview of Jordan Proto-720
Jordan Proto-720 is one of best sports shoes available currently. Further detailing of the product
is undertaken as;
Segmentation: The product is available across demographic, psychological, behavioural and
geographic segments. The product is available in most cities across Australia such as Sydney,
Melbourne, and Brisbane and so on. Demographic segmentation reveals that Jordan Proto-720 is
accepted amongst male and female sports personnel, aged 15 years to 45 years old. Income
levels for the product are middle and high income level people. Psychographic segmentation
reveals that the product is more likely to be accepted amongst sports person. Behavioural
segmentation reveals that the product will be purchased by consumers, who are sports fan and
players.
2 Cliff Wymbs, "Digital marketing: The time for a new “academic major” has arrived." Journal
of Marketing Education 33.1 (2011): 93-106.
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Targeting: Jordan Proto-720 website marketing will target women players between age 14 years
and 25 years of age, residing in cities in Australia.
Differentiation: The product differentiation strategy will be its unique comfortable grip that it
offers.
Positioning: The shoe will be placed above all shoes available in the market currently from Nike,
Addidas as well as Reebok.
5. Objectives
The e-marketing plan of Jordan Proto-720 will aim at attracting highest possible consumers.
Some of the objectives of the e-marketing plan are defined as below;
Specific  Attract female targeted segment from all sports clubs
across Australia
 Provide detailed insight (video) for the shoe
 Detail them regarding special online offers
Measurable  Cover a minimum of 50 famous varied clubs in Australia
monthly
 Get a minimum of 1000 website visits per day
 Provide online coupons to at least 10 individuals every day
Attainable  Cover at least 30 clubs
 Get 500 website visits
 Provide 10 online coupons
Realistic  Cover a minimum of 25 clubs
 Get 200 website visits
 Provide 5 online coupons
Time Bound  Monthly for 6 months
 Regular for 3 months
 Regular for 1 month
Figure 3: SMART Objectives
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6. E-Marketing strategy/implementation plan
The revenue stream suggested by e-business model is selling directly to consumers3. The
business will have tier 2 strategies as given below;
 Designing of a basic offer, value and distribution: Coupons will be distributed for online
visitors. It will include discount coupons of 10% in value, which can be redeemed at any
Nike store. The online voucher will be valid across most distributors and retail outlets.
 Marketing/partner relationship management strategies: A special tie-up will be made
during the promotional period to offer retailers and distributors of the product an
additional 5% earning over and above their revenue. This will be undertaken for
conducting push sales on the product.
7. Design e-Marketing mix tactics
An e-Marketing mix will be deigned to offer the products to customers. The mix will be
as below;
 Product: Jordan Proto-720 will be the product that will be focused for the e-
Marketing plan. It is a new product and is extremely innovative and well accepted by
consumers worldwide.
 Price/valuation: The price for Jordan Proto-720 will be $280. It is priced slightly
higher than other shoes available being the latest edition.
 Distribution: Apart from retail and distribution tie-ups, the Company will aim at
accommodating online sales for the e-Marketing initiative.
3 Gary Armstrong, et al. "Marketing: an introduction." (2015).
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 Integrated communication mix: The communication mix that will be used for the e-
Marketing of the product will include social media promotions include Facebook,
Instagram and Twitter. Nike can also make use of Google Advertisement technique
for promoting its shoe brand.
8. Budget
The budget costing and forecasted outcome for the e-marketing plan that will be
developed will be as follows;
Budgetary Heads Cost Outlay
(AUD) Monthly
SEO 500
Google Advertising 500
Social Media
Promotions
500
Personnel Salary 2000
Total 3500
Figure 4: Budget
Post forming a budget for the e-Marketing plan, the estimated forecasted sales for a
period of 1 year will be as follows;
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Forecasted Sales Sales in AUD
Month 1 100,500
Month 2 250,000
Month 3 395,000
Month 4 290,000
Month 5 750,000
Month 6 950,000
Month 7 600,000
Month 8 150,000
Month 9 250,000
Month 10 700,000
Month 11 850,000
Month 12 900,000
Figure 5: Forecasted Sales
9. Legal & ethical considerations
The legislation considerations need to be followed by Nike prior to launching its
marketing campaign. The legal considerations that include various laws such as contract
law for discounts, employment laws, internet laws and other relevant laws need to be
adhered to.
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10. Evaluation plan
An evaluation plan for monitoring and assessing success of implementation plan, need to
be considered4. The e-Marketing plan will be implemented within a period of 1 month
and its success will be determined by tallying with the SMART objectives. Monitoring
will be conducted on a monthly basis to ascertain the progress of the e-Marketing plan is
on track. The financial success of the plan can be ascertained in case the outcomes are
able to match 60% parts of the forecasted sales. Non-financial outcome for the plan will
be ascertained by spread in success of the brand name. The results will be documented to
report it back to the business.
11.Conclusion
The e-business model for Jordan Proto-720 reveals prevalence of tremendous
opportunities in marketing of the product. The regular monitoring and evaluation of the e-
Marketing plan will reflect its success and capability to achieve its outcomes. The plan
will strictly adhere to possible benchmarks such that it can perform according to expected
outcomes.
Bibliography
Journal
Armstrong, Gary, et al. "Marketing: an introduction." (2015).
Constantinides, Efthymios. "Foundations of social media marketing." Procedia-Social and
behavioral sciences 148 (2014): 40-57.
4 Efthymios Constantinides, "Foundations of social media marketing." Procedia-Social and
behavioral sciences 148 (2014): 40-57.
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Trainor, Kevin J., et al. "Integrating information technology and marketing: An examination of
the drivers and outcomes of e-Marketing capability." Industrial Marketing Management 40.1
(2011): 162-174.
Wymbs, Cliff. "Digital marketing: The time for a new “academic major” has arrived." Journal of
Marketing Education 33.1 (2011): 93-106.
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