Practical Skills Assessment Portfolio on Contemporary Issues in Marketing

This portfolio discusses the marketing campaign strategy used by Nike to increase sales growth, customer retention rate, E-Commerce sales, brand image, and market share. It also covers the tools used to measure success and the AIDA model for creating awareness towards its products.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 5
Communication 2: Instagram 5
Communication 3: Twitter 6
Communication 4: YouTube 6
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 7
References 8

Introduction
Business management is the bridge which monitors and organize all the
operations held within the organization at all levels of the management, with this it is
important for all organization to have a well defined business management. This will
also help in achieving all the objectives of the business. So, in order to achieve all
the objectives of the business different kinds of strategies are framed and
implemented, out of which one is Marketing Campaign (Tristanto and et. al., 2021). For
promoting our brand and products this campaign strategy is being used. By using
different varieties of media tools, either online or offline campaigns are run. In
context to Nike, it's a Public Limited Company, trading in Accessories, Apparel and
Sports equipment industry. It was founded on 25th January, 1964 by Bill Bowerman
and Phil Knight. It's headquarter is in Beaverton, Oregon, U.S., having 75,400
employees across the world. They are delivering a wide range of products, out
of which shoes are the most demanding and popular among all their portfolio. Even,
their first product was running shoes, which was first launched in 1987.
Campaign objectives
The marketing campaign objective is to introducing a range of marketing
communication techniques that can cater the company's target market. Nike's shoes
campaign aims to increase sales growth, to increase customer retention rate, to
increase E-Commerce sales, to enhance brand image and to acquire maximum
market share which is directly related to the company's profitability(Hanlon, 2021).
Measurement of success
For measuring the purpose of the business, whether it is performing well or
not, do any necessary changes and control is required over it or not. Is the business
producing the desired output or not, and if not they at which part of the business, do
we required to make the necessary changes(Swift, 2001). To know all the output of
the business, managers looks after some necessary performance measuring tools,
some most popular and general tools are stated below:
 Key Performance Indicators (KPIs) – It's a performance measuring tool
used by the manager to check whether the performance of the employees

and business are on track or not. With the help of KPIs, the complex
performance of the businesses are transformed into the simple pattern, which
is more easy to understand.
 Six Sigma – It is a tool used by the managers which helps in predicting the
performance of the employees and the businesses, by using this tool the error
rates will not be more than 3.4% per one million chances. This tool woks on
DMAIC principles. It starts with identifying the requirements of the customers,
measuring the current performance of the business and find out all the flaws,
then analyzing all the data which has been gathered from the different
sources and find the reason for all the faults which are being occurring in the
business and finally ending with take the necessary corrective action in order
to make control over all the faults which occurs in the business performance.
 Customer Relationship Management (CRM) – When the organizations
wants to make the customers to be shifted toward the loyal and profit making
customers, uses CRM software. It helps in tracking and monitoring the
customers interaction with the company and also will help in identifying the
potential customers and transforming them into the loyal and regular
customers(Ruben, Vinodh and Asokan, 2018).
 Enterprise Risk Management (ERM) – It is a tool used by the companies to
measure and identify the risk involved in the business. If these business risks
are not monitored, managed and controlled then will be the reason for the
business failure. It acts as an early warning key indicators, which diverts the
focus of the management towards the business risk which is occuring.
Campaign plan
The plan made by the company for the marketing campaign is by using STP
framework. STP stands for segmentation, targeting and positioning.
 Segmentation – When the large group of people are divided in small groups
on behalf of the customers same kind of people it is termed as segmentation.
On behalf of the homogeneous nature of the customers the division of the
people are made. Nike target its customers on the basis of age, gender and

geographical area in this campaign. The age groups includes 15-40 years and
area is selected as tier one and tier two cities.
 Targeting – At, this stage the particular group has to be picked up, which the
company has segmented on behalf of their nature. For this, Nike as selected
the male group, of 15 to 30 age groups and mainly they will focus the running
sports shoes to those customers and for the another group they had selected
is of women, aged from 20-50, and shoes offered to them is yoga shoes for
women's.
 Positioning – Their is a lot of competition in each and every industry, so to
make the image of the companies brand in the mind of the customers for a
long run is the main motive of the company at this point of time. So, to stand
out among the competitors in the market Nike launched the sports
equipment's which are unique and many features, which is making the
companies products looks different among the customers, and encouraging
the customers to purchase them. This helps the company to make them their
regular and repeated customer.
Communication 1: Facebook
As, in today's scenario we can see the craze of social media. So, running an
advertisement through Facebook is a great idea. Not only youth but the old age
people are also continue involved in scrolling the social media. The database from
different online site are being collected by the Nike and then used while doing
Facebook campaign(Franceschini, Galetto and Maisano, 2018). When a customer
search the product on any online site the date is being gathered by the company and
then by paying the particular sum of amount they started flowing the advertisement
on Facebook, when the customer repeatedly sees a same advertisement, this made
the customer to make a purchase, apart from this kind of flash sale and discounted
prices are being pop up in the advertisement, which creates the more interest of the
buyer towards the product and will be high chances that it will turn into sales. Apart
from this when the company launches its new product this it the fastest way to
showcase their product in a short period of time among the large amount of
customers.

Communication 2: Instagram
Everyone is aware about the raising trend towards Instagram among the
youngsters. They are the one who have a strong presence over this platform, and
also now it is the source of generating income also, by performing some sponsored
videos (Standaert, 2022). When the company wants to showcase their products they
either they use the paid advertisement strategy or they approaches some famous
personalities which had numerous followers and is very popular among the
audience, by paying the sponsorship amount the company will leads in generating
the leads and will results in making profit and sustainable growth.

Communication 3: Twitter
It can be considered as the king of hashtag's, the craze for using hashtags are
seems to be started through this platform only. By making a twit by a company will
get reach among all its followers, and by making that tweet retweet, again it will
reach among all its followers, and this process continues to goes on, and will reach a
numerous customers, just by posting a innovative advertisement of the product by
the company.
Communication 4: YouTube

When the people start losing its craze for reading the YouTube was the one
which changed the picture. The interest and experience towards watching things are
more good as compared to reading(Pettinger, 2020). By giving their shoes to some
famous you tubers for the review they can seek the attention of the customers. Apart
from this the advertisement can be flashed before the video get started.
Communication 5: Website
The platform that anyone prefer to know about the product is the website. So,
applying advertisement on the websites in order to make promotion of the product is
the fantastic idea. For this the company make search of his target audience and then
finally made the payment to the prospective website where they wan't their
advertisement to be get flashed.
Reflection on Campaign
Reflection on campaign refers to how is a marketing campaign beneficial for
the company. It helps to analyses the overall process involved in the marketing
campaign. The process involved in introducing a campaign can be analysed with the
help of AIDA model of marketing. Nike can adopt this model to create awareness
towards its product. The AIDA model defined as Attention, Interest, Desire and
Action.

 Attention\Awareness - It refers to how a organization can gain attention of
people towards its products or services. As we know that the first impression
can be the last impression therefore company needs to market its campaign
in one shot which can attract the people on large scale. It can be achieved
using focused adverting, personalized messaging, effective tagline etc. Nike
can employ this with the help of high profile spokesperson and celebrities to
endorse their product. Nike can focus on athletes to promote their sports
shoes. Nike can place ads in unexpected locations to gain customer attention,
It is known as guerilla marketing.
 Interest - It is hardest part to create interest among people that they can be
the potential buyer. Customer sees the product that how it be beneficial for
them. Company needs to focus on that how it can benefits its customer with
products. When interest of buying is developed among the customer, they
becomes the potential buyer. Hence it is important to deliver the product
message in customized way that is useful for intended audience. Nike can
outfit celebrities with the pair of their sneakers which then becomes center of
attraction and helps to create interest among people.
 Desire – This is the stage at which the mindset of the customers wants to be
change. The companies tries to change the thinking of the customer from I
like this product to I want this product. The interest towards the products starts
to be transforming into more likely into demand. The customer starts
assuming that how he is feeling while using that particular products, how he
will feel when he will have that product with him.
 ACTION – Now it's a time for the companies to showcase some action, which
will initiate the customer to made purchase for that particular product. For this
Nike offer the EMI facilities, the company can also release some special offers
and discounted coupons. The limited stock and flash sales techniques are
being selected by the company in order to involve customer for purchasing
the product.
Conclusion

From the above research it can be concluded that the business management plays a
important role in ensuring the proper management of the business. With this the marketing
campaign helps in attracting more number of clients and also to achieve the organization
objectives. Moreover, the tools used for measuring the success and performance of the
organization is a very crucial in order to take the necessary actions timely. The digital
marketing tools will help in marking the marketing campaign successful. Lastly, AIDA
Model help in identifying their customers, and making the customers feels motivated to
purchase the products.
References

Pettinger, R., 2020. Introduction to management. Bloomsbury Publishing.
Standaert, W., 2022. Product digitalization at Nike: The future is now. Journal of Information
Technology Teaching Cases, 12(1), pp.28-34.
Franceschini, F., Galetto, M. and Maisano, D., 2018. Designing performance measurement
systems: theory and practice of key performance indicators. Springer.
Ruben, R.B., Vinodh, S. and Asokan, P., 2018. Lean Six Sigma with environmental focus:
review and framework. The International Journal of Advanced Manufacturing
Technology, 94(9), pp.4023-4037.
Swift, R.S., 2001. Accelerating customer relationships: Using CRM and relationship
technologies. Prentice Hall Professional.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Lee, S.H. and Hoffman, K.D., 2015. Learning the ShamWow: Creating infomercials to teach
the AIDA model. Marketing Education Review, 25(1), pp.9-14.
Tristanto, T.A. and et. al., 2021. AIDA Model as a Marketing Strategy to Influence
Consumer Buying Interest in the Digital Age. Budapest International Research and
Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(4), pp.12575-
12586.