Nike ‘Pro Hijab’ Case Study: Serving Customers in Global Markets
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This case study analyzes how Nike adopts a marketing orientation in developing 'Pro-Hijab' using marketing models and theories. It also provides advice for developing a marketing plan for the 'Pro Hijab' in the UK.
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MN5006 Serving Customers in Global Markets Nike ‘Pro Hijab’ Case Study
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Contents MAIN BODY...................................................................................................................................1 Q.1 Using a range of appropriate marketing models and theories, explain how Nike adopts.....1 a marketing orientation in developing "Pro-Hijab".....................................................................1 Q.2 - What advice would you give Nike for developing a marketing plan for the "Pro.............2 Hijab" in the UK?........................................................................................................................2 REFERENCE...................................................................................................................................4
MAIN BODY Q.1 Using a range of appropriate marketing models and theories, explain how Nike adopts a marketing orientation in developing "Pro-Hijab". Ans.1-The marketing orientation is the process which refer to the way which helps the company to study the market condition and identify the taste and preferences of their core target customers which helps to create the specific products to satisfy them. It is related to customer- cantered approach which helps in product design. Nike company need to adapt this marketing orientation developing approach for its “ Pro- Hijab” and it has been explained below with the support of marketing models and theories(Hwang and Kim, 2021). Marketing mix-It is related to the tactics and strategic operations which helps the company to market their product and services for attract the target customers. The role of marketing mix is obvious for product mix itself which is made due to the demand of Muslim Women Athlete which is face the problem to undertaking the sports activities because of uncomfortable hijabs. So Nike company launch the new product for targeting their Muslim women athletes, it is the first major brand who take the pledge and become a inspiration for many brands which offering the modest sportswear collections for their customers. Pro Hijab is stretchy, breathable head covering with the firm seal around the face(Walzak, Vidotto and Collura, 2021).Price mix concerned, Nike company decide the price of Pro- Hijab is 35$, and they identified that core athlete are able topay high price of this products without thinking too much as the appeal of comforting sortieing without doing any compromising on religious benefits in the wants for the market. Segmentation, Targeting and Positioning-This models helps the company to divide the big market into a smaller target customers for effective targeting by the company through the marketing campaigns and marketing efforts which helps to allow the company to poisoning the product in the market. The Nike segmented is based on marketing orientation as detailed in the study of the company of external environment. Nike company are enter in the market with new and innovative ideas which is different from other companies(Zarestky and Ray,2019). Pro- hijab was to enter into a middle east market after finding their target customers which were form of Muslim woman athletes by through the proper segmentation which is bases in gender, profession, age and 1
religion. In order to effective target market customers, Nike company need top ensure that price of their product is affordable not so much high and no so much low. They also understand the marketing orientation for the position of the Pro-Hijab, along with they need to assure that it use good- quality of materialthey used to make this product and which is quite durable and provide the comfort level of skin second skin and it does not loose the shape during the time of in tenses bouts of exercises. Q.2 - What advice would you give Nike for developing a marketing plan for the "Pro Hijab" in the UK? Ans.2-The marketing plan is a blue print which is making by the company in order to the plan their promotional efforts and use different tools and media to generate the awareness regarding their product and services in the market(Crayton, 2018). Nike company need to developing the marketing for the Pro Hijab in the UK, they need to follow the advise which has been given by the company to follow: Before developing this marketing plan, Nike company need to doing a proper market research by using the different tools and techniques like PESTLE analysis, Porter;s model this models helps the company to identified the current sustain of the market and make their action plan according to their research. It allow the company to find the level of interest in the market for a hijab based product and analyse their demand of this projects. The company need to doing the proper market segmentation for UK's Muslim populace by using the gender and profession for a main segmentationparameters. This market segmentation allow the Nike company to increase the number if Muslim women athletes in UK. Alongwith it also help to identify the pain points and attract the customers personas for the Pro hijab(Grubic, 2021). Nike company can also used the market statistics in order to supplement the marketing plan which is directly translate into the bankable data to identify the interest and demand of the this product for the Pro Hijab and this products can be sustain in the market or not. Nike company need to doing the competitive analysis which helps to segment the market to identify the other major players for catering for the Muslim Woman Athletes are target in the market in UK. Along with they can make their products more stylish in nature which helps to attract the larger number of customers and help to incorporate measure in 2
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the marketing planto offset the computation and effectively undercut the market which helps to increase the chances to success in the competitive market. Nike company can choice marketing media platform promote their product and provide the infraction which is related to their product. This techniques helps the company to develop the marketing plan and highlight the empowering aspects for the hijab and showcase their features of the Pro Hijab. This promotional activity helps the company to highlight the product feature to attract the Muslim Women Athletes to wearing up to the pro Hijab and playing in their respectivesports at the high level for the intense productivity(Haddad, 2021). Nike company need to choice the right channel to marketing their plan, so digital market ring is the best options for them. It helps to reach the marketing tactic which can have the Muslim population for athletes which is higher when they doing the digital capacity. The company need to develop the integer marketing communication campaign which helps the company to follow the social media handles. 3
REFERENCE Books and Journals Crayton, L.A., 2018.Everything you need to know about cultural appropriation. The Rosen Publishing Group, Inc. Grubic, A., 2021. Just wear it: Media coverage of the Nike Pro hijab. InSportswomen’s Apparel Around the World(pp. 83-94). Palgrave Macmillan, Cham. Haddad, L., 2021. Trending Muslim Appeal and the Discourse on Intersectional Diversity. In(Re-)ClaimingBodiesThroughFashionandStyle(pp.89-107).Palgrave Macmillan, Cham. Hwang, C. and Kim, T.H., 2021. Muslim women’s purchasing behaviors toward modest activewear in the United States.Clothing and Textiles Research Journal,39(3), pp.175- 189. Walzak, L.M., Vidotto, D. and Collura, F. eds., 2021.Sport Media Vectors: Gender and Diversity, Reconstructing the Field. Common Ground Research Networks. Zarestky, J. and Ray, S.M., 2019. Adult education programmes of NGOs operating in Non- Western contexts: a review of empirical literature.International Journal of Lifelong Education,38(6), pp.657-672. 4