Marketing Strategy for Nike's Pro-Hijab

This report explains how Nike adopts marketing strategy in developing Pro-Hijab and provides advice for developing a marketing plan for Pro-Hijab in the UK. Nike uses communication mix marketing theory to promote Pro-Hijab. The report suggests using the SOSTAC model for developing a marketing plan.

MARKETING

Table of Contents
INTRODUCTION : ........................................................................................................................3
TASK...............................................................................................................................................3
1.Using a range of appropriate marketing models and theories, explain how Nike adopts a
marketing orientation strategy in developing "Pro-Hijab". ............................................................3
2.What advice would you give Nike for developing a marketing plan for the "Pro-Hijab" in the
UK ?.................................................................................................................................................4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION :
Marketing is the set of activity of promoting the goods and service. It includes all the
activities that organisation use to promote, sell and distribution of their products and services.
The main object of marketing is to generate sales by building loyal customers and to attract
existing consumer about their offerings. This ensures the people to know about the products of
the company. The concept of marketing is to achieve the organisation goals by anticipating the
needs of the customers and fulfil the needs accordingly(Schultz, 2020). The main purpose of
marketing is to analysing the needs of the buyers all the time. This report focuses on how Nike
adopts marketing strategy in developing “Pro-Hijab” and advice for developing a marketing
plan for Pro-Hijab in the UK.
TASK
1.Using a range of appropriate marketing models and theories, explain how
Nike adopts a marketing orientation strategy in developing "Pro-Hijab".
Market orientation is the method of businesses that identifies the needs of the consumers
and creates products and services to fulfil their needs. Companies should consider the opinions
and wants of the market as a component of investigating and development for new products.
Nike should adopt a marketing strategy in order to develop the pro-hijab according to the
customer needs. There are many other companies present in the market that provides the pro-
hijab but Nike was first inspired by Saudi Arabian runner Sarah attar who have competed in
800m race at the London Olympics, 2012(Vlačić and et. al., 2021). She was not comfortable
because of the weight, breathability and movement. Women have shifted to sports as an ongoing
culture and as a result pro hijab introduced. All of these made difficulty for her to focus on
sports. Many other players also noticed that it was challenging for them to focus on sports with
traditional hijab. Nike used the communication mix marketing theory in developing pro-hijab. It
refers to the methods used by the company to promote their products in the target market. This
theory includes advertising, personal selling, sales and promotion, public relation and direct
marketing.
 Advertising:- It is an indirect way of informing the customers about company products
and services via television and radio. It is one of the most popular forms of advertising as
it makes the company to informed the larger market with little efforts. Nike uses this

method to promote the pro hijab to the large customers(Flaherty and et. al., 2020). This
helps the customer to know about the product and makes their intention to buy it or not.
 Personal selling:- In this method salesmen directly approach the customers to explain
products and services. It is considered as the most reliable mode of communication.
Many large businesses and even small businesses are focusing towards personal selling.
Nike have used this method to promote the pro hijab to the general public.
 Sales and promotion:- There are various ways to run sales promotion. This method
involves discounts, rebates, coupons, buy one get one free etc. It gives the customer a
reason to buy the product. Nike uses this technique in order to encourage the sales of the
pro hijab. Company shall use discount or buy one get one free strategy to promote the
product.
 Public relation:- People talks about the company products or services when they use
public relations. It encourages the others to buy the product. Now a days social media is
becoming the most important platform for public relations(Kadekova and Holienčinova,
2018). Nike uses this method to advance the sales of pro hijab. This also enhances the
brand image of the company.
 Direct marketing:- In this method companies uses the email, mobile phones to
communicate directly with the customers. In the last few years digital marketing has put
pressure on T.V. And newspaper. Even small businesses has access to digital marketing
as it is less expensive. Nike has used this method to spread the awareness of pro hijab so
that it can help in encourage the sales.
2.What advice would you give Nike for developing a marketing plan for the
"Pro-Hijab" in the UK ?
The company should use SOSTAC model for developing a marketing plan. This is a
popular and widely used model in the marketing planning(Kim and Moon, 2021). SOSTAC
stands for Situation, objectives, strategy, tactics, action and control. NIKE should use this model
for developing a marketing plan for pro-hijab.
 Situation analysis:- This refers to where the company stands now. It is an overview of
the business. It helps the company to determine where the company stands so that they
can plan the strategies accordingly. Nike should use this analysis in order to know where
they stands in the market. The components of this analysis are:

a) Customer analysis:- company should know well who are their customers and what they
want. Without knowing the consumers organisation cannot offer products and services that meet
their needs. Nike should know that the product they launch should meet the need of the
customer.
b) Product analysis:- Company should evaluate their products in terms of how it provides value
to the customers. Nike should assess that pro hijab could give value to their customers or not.
c) Competitor analysis:- Businesses should know about their competitors. They should know
the price, product and other factors of competitor products. Nike have many competitors and
they have to design their product accordingly.
d) Environment analysis:- Company has to look at the environment they are operated in. This
includes economic, political, social and technological factors and how they impact they business.
Nike should take care of these factors and their impact on the business.
 Objectives:- This means company should be clear about their long term and short term
objectives. Where they want to go is the goal of the company. Nike should know what are
their long term and short term objectives(Mogaji, Soetan and Kieu, 2020). They should
know that the product they are launching will meet their objects or not. They should
know that the product pro hijab will help in achieving their objectives.
 Strategy:- This means how do company reach the desired goals. They have to plan
strategy while keeping in their mind about competitors. Nike should use the best strategy
in order to sell the pro hijab to achieve their desired goals. Strategy helps the organisation
to achieve the desired goal in the given time frame.
 Tactics:- This refers to how exactly company reach their objectives. This is a tool to
achieve the objectives. This also includes which segments of market company aim to
target. Nike should use the appropriate methods to achieve their objectives. They have
targeted the Muslim women to promote the pro hijab.
 Action:- This refers to how company bring their plans into actions. Company should
know whether they have the sufficient professionals to bring their plan into action or they
should hire from outside with the required skills. Nike should analyse their plans into
actions and have full knowledge about their skilled professionals that bring that plans into
action.

 Control:- This refers to monitoring the performance of the task that company wants to
achieve. Businesses must monitor their activity and take action if the performance is not
adequate(Childers and et. al., 2019). Nike should monitor their presentation of pro-hijab
and if the execution is not accurate then improvements measures should be taken in order
to achieve the objectives.
CONCLUSION
From the above report it has been concluded that appropriate marketing models and
theories is needed to promote the sales of the product. It is a philosophy where each firm analyse
the needs of the customer and create the product in order to satisfy the needs. Marketing helps
the customers to know about the company products and its uses. Nike pro hijab also needs
marketing models in order to spread awareness of the product and to enhance the sales. The
company uses the communication mix to promote the pro hijab. This helps the Nike in
promoting the pro hijab in the UK.

REFERENCES
Books and Journals
Schultz, D.E., 2020. From Advertising to Integrated Marketing Communications. In A Reader in
Marketing Communications(pp. 10-40). Routledge.
Vlačić, B. and et. al., 2021. The evolving role of artificial intelligence in marketing: A review
and research agenda. Journal of Business Research. 128. pp.187-203.
Kadekova, Z. and Holienčinova, M., 2018. Influencer marketing as a modern phenomenon
creating a new frontier of virtual opportunities. Communication Today. 9(2).
Flaherty, T. and et. al., 2020. Systems social marketing and macro-social marketing: A
systematic review. Social Marketing Quarterly. 26(2). pp.146-166.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management. 95. pp.1-4.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial intelligence on the
digital marketing of financial services to vulnerable customers. Australasian Marketing
Journal, pp.j-ausmj.
Childers, C.C. and et. al., 2019. # Sponsored# Ad: Agency perspective on influencer marketing
campaigns. Journal of Current Issues & Research in Advertising. 40(3). pp.258-274.