Nike Pro Hijab Case Study: Serving Customers in Global Markets

This article discusses how Nike adopted marketing orientation to develop the Pro-Hijab using targeted segmentation, marketing mix, and promotion. It also provides advice on developing a marketing plan for Pro-Hijab in the UK, including creating a sense of community, approaching customers, reviewing feedback, working on feedback, and performing internal and external analysis.

Serving Customers in Global
Markets Nike Pro Hijab Case
Study
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1. Within using the appropriate marketing models and theories, explaining how Nike have
adopted marketing orientation in order to develop the “Pro-Hijab”
It has been found from various studies that, Nike has used an effective marketing
orientation techniques in order to develop the Pro Hijab. The best element was that; the
organization has provided positive impact on the cultural values in which the sports has been
promoted within focusing on the cultural aspect of Muslim community. Here is the explanation
of the ways within using marketing models and theories in which Nike has promoted the Pro
Hijab-
Targeted segmentation- Targeted segmentation has been refereed to that marketing theory
under which the focus is being created on specific customers and decisions have been taken
accordingly. In similar manner, Nike has made focus on the specific community and the targeted
customers was from the Muslim community in which the women and girls have been considered
as the targeted customers and Pro-hijab has been developed for them (Das, 2021).
The marketing mix is the ultimate strategy which has been used by Nike in order to perform the
marketing orientation for developing Pro Hijab. Here is the description of the marketing mix
elements which has been adopted by Nike-
Product- This refer to that element in marketing mix which is tangible or intangible product and
services which is being given to the customers. The products must be specific so, the customers
can get attract towards it. In similar manner Nike has developed pro hijab which comes under
specific product (Prasad and Saigal, 2019). The USP of the product is that, it is especially made
for women and product has been made in different manner which promotes the cultural values as
well.
Price- The another attribute is price; Nike has keep affordable prices for the product which leads
to attract the large number of customers towards the product. Price has been determined as the
most crucial element that can attract and distract the customers. Therefore, in order to develop
pro hijab, major focus has been made in this context.
Place- The another important aspect is the availability of the products. In case, customers find
difficult to reach the products then, it automatically leads to reduce the interest level of the
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customers and therefore, it is important to make products available for the customers. Nike has
made pro hijab available at the online and offline store as well that makes it easy for the
customers. In Nike showroom’s the product is being made available and at the online platform
also the product has been offered to the customers that results in attracting large number of
customers towards the pro hijab (Chattopadhyay, 2020)
Promotion- This is an ultimate and most important tool which has been utilised by the Nike in
order to perform the market orientation of pro hijab. The promotion has been done at the online
platform and effective social media marketing is being performed by Nike that has attracted
numerous customers towards and this results in increasing the interest in the customers in
relation of purchasing pro hijab.
Thus, all the above elements have been used by the Nike in order to develop the pro hijab and
attracting large number of customers towards it. It can be depicted that; Nike has been proven
efficient enough in context of adopting the appropriate marketing tools for creating the
awareness in regards to pro hijab.
2. Advice for Nike in order to develop marketing plan for the “Pro-Hijab in the UK
Nike has effective image in the market, the organization has captured the large number of
consumers which is the major reason for the growth and success of the company. Nike has taken
effective steps within developing pro hijab for the Muslim athletes. Here is the major advice to
the Nile for developing the marketing plan for Pro Hijab in UK.
Creating sense of community- In order to develop the marketing plan, it is important to create the
sense of community in the customers so, it leads to promote the market plan in effective manner.
Pro hijab is promoting the cultural values as well. Thus, it is important to create interaction with
the customers and communicating the value of developing pro hijab for a specific community.
Approaching customers- It is important to approach the customers as customers itself cannot
come to buy products. The advertising and influencing power lead to attract them and create an
influence on them in order to make the purchase (Narayanan, 2021). Therefore, customers must
be approach and awareness in relation of pro hijab must be created.
Reviewing feedback- The feedback of the customers must be taken as it helps in taking the
correct decision which are required for the betterment of the customers. This advice to the Nike
will help in improving the satisfaction level of customers which creates the sense of
belongingness in the customers and often helps in creating effective interaction with them.
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Working on feedback- The next step is to working on the feedback and as this leads to create
the faith in the customers that, there feedbacks are being taken in consideration and the work has
been done upon them. developing an emotional interaction with the customers is highly
important as this leads to provide the sense of belongingness in the customers and also attracts
their trust and favour towards the organization (Abderrahmane and et.al., 2018). It has been
found from various studies that, Nike has developed the effective emotional connection with its
customers and it needs to be on a consistent note for developing marketing plan for pro-hijab.
Internal and external analysation- The major step for developing marketing plan is to perform
the internal and external analysation as this leads create understanding in regards to the extent
up-to which competition is in the market. Thus, within analysing the internal and external
environment, Nike becomes aware about the competition which is available in the market and on
the basis of that, marketing strategies can be taken which leads to create the effective interaction
with the customers (Zhang, Tsang and Duan, 2020).
Thus, the above mentioned points are the major suggestions that can be adopted by Nike in order
to develop marketing plan for pro hijab.
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REFERENCES
Books and journals
Abderrahmane and et.al., 2018. Architectural design of trust based recommendation system in
customer relationship management. Periodicals of Engineering and Natural
Sciences (PEN). 6(2). pp.380-388.
Chattopadhyay, R., 2020. Journey of neuroscience: marketing management to organizational
behavior. Management Research Review. 43(9). pp.1063-1079.
Das, N., 2021. DIGITAL MARKETING: PROBLEMS AND PROSPECTS. International
Journal of Information, Business and Management.13(2). pp.192-197.
Narayanan, K.S., 2021. Quantile Normalized Neighbor Combinatorial Machine Learning Based
Recommendation in Digital Marketing. Turkish Journal of Computer and
Mathematics Education (TURCOMAT). 12(10). pp.7511-7520.
Prasad, P. and Saigal, P., 2019. Social media marketing: Tools and techniques. In Application of
gaming in new media marketing (pp. 202-214). IGI Global.
Zhang, Y., Tsang, I.W. and Duan, L., 2020. Collaborative generative hashing for marketing and
fast cold-start recommendation. IEEE Intelligent Systems. 35(5). pp.84-95.
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