Nike ‘Pro Hijab’ Case Study: Serving Customers in Global Markets

MN5006 Serving
Customers in Global
Markets
Nike ‘Pro Hijab’ Case
Study

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 to pay 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
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