Detailed Marketing Proposal: Nike Air Shoe Marketing Strategies

This marketing proposal offers a comprehensive analysis of Nike's marketing strategies, particularly focusing on the promotion of Nike Air shoes. It begins by outlining the marketing techniques employed, including both traditional and digital methods, with a specific emphasis on emotional branding. The report then addresses the limitations and constraints faced by Nike's marketing efforts, followed by an examination of the marketing research methods used to inform their marketing plans, such as focus groups, interviews, phone surveys, and product testing. The proposal details how this research informs segmentation, targeting, and positioning strategies. The target customer groups for Nike Air shoes are identified, highlighting the use of emotional branding to connect with consumers. A detailed marketing mix analysis follows, covering product, place, price, and promotion strategies. Finally, the proposal considers the influence of cultural differences on marketing messages, emphasizing the importance of adapting strategies for a global audience. The report concludes by summarizing the key findings and insights related to Nike's marketing approaches for its Air shoe products.

MARKETING PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................1
1 Marketing techniques used in the marketing of shoes in Nike............................................1
2 The limitation and constraints of marketing........................................................................2
3 The marketing research used by Nike for development of marketing plan........................3
4 Use of marketing research for marketing planning.............................................................3
5 Groups of customers targeted for Nike Air shoes...............................................................4
6. Marketing mix for Nike Air...............................................................................................4
7. Cultural differences influences marketing message...........................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is the process of promoting the goods and services of the organisation with the
help of various tools and approaches so that the information about the product reaches to the
customers (Armstrong and et.al., 2015). Marketing is considered as the important element in the
organisation and in accordance with this context, the following marketing proposal will
demonstrate the process of marketing of products and services. The marketing proposal
describes the marketing activities done by marketers of Nike limited. The benefits and process of
conducting market research will be assessed in this proposal. With the help of marketing mix the
rationale of choosing target customers will be identified in this proposal.
1 Marketing techniques used in the marketing of shoes in Nike
Marketing is the process through which the organisation delivers the vital information
about the products and services to the customers. Marketing is very crucial and important
process that helps in increasing the sales and profits by spreading awareness about the particular
brand and product (Linja and et.al., 2015). Nike Inc. is an American multinational organisation
that specialises in development, designing and manufacturing of footwear, apparel, accessories
and other services. For each product, the marketing tactics used by the marketing management is
unique and attractive that shows meaningful story that helps in generating emotionality in the
customers. Nike rarely advertise about their product importance in their advertisements and
shows some story that helps in seeking the emotional attention of the customers. It is also known
as emotional branding (Islam, 2017). One of the most popular product sold by the organisation is
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Illustration 1: Nike Air
(Source: Jordan sneakers only look good with NIKE AIR LOGO on them,
2018)

Nike Air (running shoes). These shoes are designed specifically for running. To advertise about
these shoes, Nike uses both the traditional and digital mode of marketing technique. Traditional
marketing techniques refers to the print marketing. Here the advertisement of the products and
services is done by using newspaper, posters, brochure and other print media. Nike uses local
newspaper and magazines to advertise about Nike Air shoes. Digital marketing refers to
advertisement of products and services using digital media. Nike uses various social media
websites, internet and television to advertise about Nike Air shoes.
2 The limitation and constraints of marketing
There are certain limitation and constraints of marketing which impacts on the marketing
activities of Nike. These are listed below:
Limitation of Marketing Awareness: Increasing awareness is the limitation faced by the marketers of Nike while
doing marketing of products and services. Customers and revenues: Marketing is the activity that requires enormous amount of
organisational budget. If the amount is not recover and products fails to capture the
market, it impacts negatively on the organisational growth and development (Westwood,
2016). Cost: Huge cost has been invested by the marketing management of the organisation for
promotion of goods and services. It turns out to be the biggest limitation if the cost wont
able to recover.
Constraints to marketing
 Legal constraints: Legal constraints are the laws and legislation which are to be followed
by the marketing management of Nike while doing business in United Kingdom or any
other part of the world. In UK, certain laws are meant to be followed which are listed
below:
◦ Sales of Goods Act 1979: The law passed by the British Governments mandates the
organisation to deliver optimum quality of goods which are safe and healthy for
consumers and also fits for the purpose (Guo and et.al., 2018).
◦ Trade Description Act 1968: The trade descriptions act means organizations selling
products must ensure the definition of the goods they are selling are truthful and
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describe the product accurately, as any other information they give may be
misleading.
3 The marketing research used by Nike for development of marketing plan
Marketing research is the process which creates a nexus between producers, consumers and end
users to the marketers (Nykiel, 2016). The marketers uses several methods in order to increase
the effectiveness in the marketing research. The information collected, analysed and interprets to
the product management and design team of the organisation and the products then begins to
developed. At Nike, there are four ways through which the marketers collects the vital
information for the development of marketing plan. These are listed below: Focus Groups: Focus group are usually carry out at focus group facilities. These groups
create a direct channel which creates the link between managers and customers. Here the
manager of Nike gets direct feedback about the products and services offered by the
Nike. Interview: Interview is the easiest but time consuming method of collecting the
information (Gupta, 2017). The marketing manager of Nike make schedules with
customers and seek their feedbacks about the products. This helps in providing the clear
information easily and efficiently. Phone Surveys: In this, the marketing team contact the customer who has purchased the
particular product to gain the review. The surveys are conducted at large and enormous
amount of information can be received with the help of phone surveys.
 Testing: For better understanding of the products benefits, the marketing management of
Nike launch a prototype of product in some of their stores. Customer who purchase are
contacted by the officials and their feedbacks has been gain. In this way, they able to
develop the marketing plan.
4 Use of marketing research for marketing planning
After the extensive marketing research, the marketing management of Nike proceed
further and formulates the marketing plan. They use segmentation, targeting and positioning
method to segregate the product according to the customers (Strauss, 2016). Segmentation: Here the customers are segregated on the basis of their demographic,
geographic, physical, hobbies, and other factors. This helps the management to place the
product for particular customer.
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 Targeting: Targeting is the second stage where the marketing management of Nike
establish the target markets and develop the promotional activity for target markets. This
is very crucial stage (Chandra, 2016). For example, the Nike Air shoe are running shoe,
thus, the target market will either be athlete or those who prefer to exercise.
 Positioning: In positioning, the marketing management of Nike, establish the product
mapping and place the product according to the markets. This helps the management to
identify which type of product is designed for which type of customer.
5 Groups of customers targeted for Nike Air shoes
As the marketing management of Nike follows the precise strategy to attract the
customers towards the purchase of particular products and services, it uses emotional branding as
the strategy to target the group of customer. As Nike Air are running shoes which are designed
specifically for athletes. There advertisement theme will be based on sporting activity where the
brand sponsor displays the features of products with the help of mesmerising story (Islam, 2017).
The group of customers are targeted to increase the brand awareness. It is very important for the
organisation to target the customers in order to maximise the sales and improve the performance
of organisation. This helps in developing an urge in customer for the purchase of particular
products and services. In this way, the management of Nike able to build the trust with their
customers. Nike is renowned for its quality products and by displaying the durability of the
products in their advertisement, the management able to recognise groups of customer efficiently
and effectively. Nike rarely advertise about their product importance in their advertisements and
shows some story that helps in seeking the emotional attention of the customers.
6. Marketing mix for Nike Air
 Product: Nike air is the new shoe product of the company in which it focused on sports
activity specially running and jogging. The company offers various shoes such as
football, basketball, running. Therefore, to make running more comfortable the firm
improvised its sport shoe for running which is Nike air.
 Place: The launch of Nike air will be across globe and it will available at retailers, online
stores of Nike, exclusive offline stores, and one e commerce websites such as Myntra,
amazon, Jabong etc. (Kunz, Hackworth and High, 2011).
 Price: Nike is known market leader for its sportswear products and the pricing strategy of
company is considering to consumers paying patterns (Brei, V.A., d'Avila and Engels,
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2011). In this the Nike air will be offered at consumers at average price like price for
which the customer will be willing to buy pair of sports shoes. This strategy of Nike
assist the firm in maximizing sales and profits.
 Promotion: For promoting Nike air the exclusive running sports shoes the company will
implement the use of public relation, events, campaigns, advertisement on television and
on social media channels. Apart from this, for effective promotion Nike will specially
focus on social media advertising through platforms like, Facebook, Instagram, you tube
etc.
7. Cultural differences influences marketing message
For global marketing of companies products cultural differences are major hindrance to
promotion. Like there are many advertising which demonstrate the difference between black and
white and there are various individuals who consider this is exploitation of their importance due
to which sometimes these individual complaint against the company and its advertisement and
sometimes do not prefer buying products form company (Pookulangara and Koesler, 2011).
Therefore, when marketing the major responsibility of Nike is to consider all the cultural aspects
in order to avoid the chance of future uncertainties. This was the one big example of culture
difference and marketing but there are many issues which hinders marketing of company like
language, gender etc. Apart from this, needs and want of society and different cultures are
different therefore when marketing about products company is liable to ensure that every basic
details about cultures is being specified in advertisement (Kim and Johnson,2013). Moreover,
neglecting cultural aspects is another factor which hampers the performance of marketing efforts
of the company therefore when marketing it is important for the enterprise to ensure and focus on
basic taste, preferences of consumers which at satisfying their needs and wants.
CONCLUSION
The report has summarized Marketing process which helps the organisation in delivering
product information to the customers. Also it evaluated the limitation of marketing which is cost,
revenue, awareness etc. It outlined the new product plan of Nike, the leading sportswear
organisation across the globe. Moreover, it analyzed marketing research which is used by Nike
for development of marketing plan which comprise, focus group, interview, testing and phone
surveys. Besides, it identified marketing mix plan for Nike Air in which it determined the
products, place, price promotion strategy which will used by firm to increase sales of its
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products. Thus, it concluded by determining hindrance which come across in marketing due to
cultural difference.
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REFERENCES
Books and Journals
Armstrong, G., and et.al., 2015. Marketing: an introduction. Pearson Education.
Brei, V.A., d'Avila, L. and Engels, J., 2011. The influence of adaptation and standardization of
the marketing mix on performance: A meta-analysis. BAR-Brazilian Administration
Review. 8(3). pp.266-287.
Chandra, P.S., 2016. Perceptions on Marketing Mix Strategies Practised by The Employees of
Organised Retailers. ZENITH International Journal of Multidisciplinary Research, 6(2),
pp.12-22.
Guo, B., and et.al., 2018. The best marketing plan of photographing for money deduced by
extensible mind mapping. In ITM Web of Conferences (Vol. 17, p. 03003). EDP Sciences.
Gupta, V.K., 2017. Marketing Strategy: A War to Win. Journal of Management Science,
Operations & Strategies (e ISSN 2456-9305), 1(1), pp.21-24.
Kim, J.E. and Johnson, K.K., 2013. The impact of moral emotions on cause-related marketing
campaigns: A cross-cultural examination. Journal of business ethics. 112(1). pp.79-90.
Kunz, M.B., Hackworth, B. and High, J.D., 2011. Fans, friends, and followers: Social media in
the retailers' marketing mix. The Journal of Applied Business and Economics. 12(3). p.61.
Linja, S.M., and et.al., 2015. State Diet Manual for Long-Term, Intermediate, and Assisted
Living Facilities: User Survey Provides Guidance for the 11th Edition and Helps Create a
Marketing Plan. Journal of the Academy of Nutrition and Dietetics, 115(9), p.A36.
Nykiel, R.A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
Pookulangara, S. and Koesler, K., 2011. Cultural influence on consumers' usage of social
networks and its' impact on online purchase intentions. Journal of Retailing and Consumer
Services. 18(4). pp.348-354.
Strauss, J., 2016. E-marketing. Routledge.
Westwood, J., 2016. How to write a marketing plan. Kogan Page Publishers.
Online
Islam, Z., 2017. Nike’s Brilliant Marketing Strategy – Why You Should Be (Just) Doing it Too.
[Online]. Available through:<https://www.referralcandy.com/blog/nike-marketing-
strategy/>
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Jordan sneakers only look good with NIKE AIR LOGO on them. 2018. [Online]. Available
through:<http://www.kanyetothe.com/forum/index.php?topic=496697.0>
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