Practical Skills Assessment Portfolio for BSc (Hons) Business Management BMP4004 Contemporary Issues in Marketing Assessment 2

This report discusses the campaign objectives, plan and different communication channels such as Facebook, Instagram, Twitter and YouTube for Nike shoes. It also shows a personal reflection on the communication channel and campaign plan.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
Name:
ID:

Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p

Introduction
Marketing refers to the activity, set of institution and processes for communicating,
creating, delivering & exchanging the best offers. It targets the potential consumers
to fulfil all essential need or requirement of enterprise. It is selecting the NIKE
Company which provide the best quality of shoes in UK marketplace. This report will
discuss the fundamental aspect of campaign objectives, plan and consider different
communication channels such as Facebook, instagram, twitter and youtube.
Furthermore, it will show a personal reflection on the communication channel and
campaign plan.
Campaign objectives
 To increase the brand awareness among the potential consumers
 To increase 5% of sales by using Campaign plan
 To enhance the performance of business and increase a demand of Shoes
within 2- months.
Measurement of success
On the basis of Campaign objectives, it has been considered the important
measurement in terms of success (Kartajaya, Setiawan and Kotler, 2021). The Nike
firm is always consider the measurement of success while promoting their product
such as Shoes in marketplace. Here are identified the measurement of success.
 Compare the profit rate of Nike from 2020 to 2022
 Track or monitor the spending time on the brand awareness
 Discover the core values of innovation, invention in business level.
 Assume the rate of percentage of communication.
Campaign plan
Across all their communication channels, Nike’s focus on the marketing strategy,
stayed consistent since their founding (de Almeida Carlos, 2019). At that time, it can
be used the campaign plan which plays an important role to promote the advantages
& benefits. Promoting the categories of shoes and attract large number of population
across the global world.

Communication 1: Facebook
It is the most common communication channel and used by Nike brand, promoting
their variety of shoes item in marketplace. Like most global ways, it has been created
a separate Facebook pages of items. It can easily targeting the audience those are
showing a major interest on the shoes. It was great opportunity for business to
increase number of visibility while increasing the production & sales in the
competitive marketplace (Kalaignanam and et.al., 2021). By using Facebook page,
Nike focused on promote the products through just ads. It is the most effective
approach to build a strong connection with potential consumers. In some cases, it
also resolved their queries regarding sales, goods & services. Facebook supports
the brand to drive high sales and stay connected with the potential customers.
Communication 2: Instagram
For example- Nike’s company can be used the instagram platform, uploading the
post regarding shoes items. It helps to build a strong perception of their brand as
facing a complex challenge. In future, it also promoting with concept of sustainability
approach and focus on the health advantage or benefits of sport. In another way, it
can be said that instagram post is not only promotes Shoes item of Nike but it is
majorly focused on their brand perception.
Communication 3: Twitter
Twitter is a free social networking sites and targeting the users through broadcast
short posts or messages. It is also known as tweets. Nike uses twitter platform in
order to address the queries of potential consumers. It also identified that 96% of
brand’s tweets and being replies. The company has been fixed the timing when they
can answer of the potential client through tweets (Viglia, Zaefarian and Ulqinaku,
2021). It is the best way to build a strong coordination and identify specific needs or
requirements. The main content on the twitter stream, which has more 4, 40,000
followers and updated their queries per day. That’s why, Nike has been used the
twitter platform to find the important post of client on daily basis. It helps the brand to
achieve a great success.

Communication 4: YouTube
It is based on the free video-hosting platform that allows everyone to server, store
video content. Probably, Nike concerns about the youtube platform and telecast the
ads on the youtube. In this process, it has been processed the side by side footage
of shoes, attracting more consumers (Bowden and Mirzaei, 2021). Whenever, the
use of youtube platform by Nike to create a better lifestyle and improve the sense of
community among large populations. It is one of the best platform or tool in order to
promote the shoes items in the form of video format.
Communication 5: Website
An e-commerce website is the best option to promote the goods & service in the
marketplace. Nike needs to be used the website of company, uploading information
about different shoes. Undoubtedly, the website should include relevant data or
information of products (Bowden and Mirzaei, 2021). It was licensed by Nike. The
website shows the multiple segmentation of the potential clients such as men, kids
and women. On the basis of category, it can easily examined the stunning
combination of shoes items and also helping to find the taste of individuals.
Reflection on Campaign
Campaign of Nike shoes was being done which is being initiated for acknowledging
and understanding the aspects as to how effectively and in appropriate manner the
promotion and advertising is being done. The promotion and advertising of the Nike
shoes is done by having the communication to be performed at large scale (Childs
and Jin, 2018). The company is focusing on the branding by promoting its products
and services at large scale within the market to the customers. The promotion and
advertising of the product is done so that maximum number of customers are able to
incur the services and product which is made available in the market. The campaign
is focusing on how the new product is reached to the customers in the market and is
grabbing their attention. Campaign helps in providing the sources through which the
product is made available to the customers and the reach is increased within the
market. Nike has framed campaign which is promoted on Facebook, Instagram,
Twitter, YouTube, Website. It has been analysed that how effectively and in
appropriate manner the campaign is being promoted such that Nike is able to gain
more number of customers within the market ans is making available the services to

the customers through the launching of the new campaign which Nike has framed
and planned effectively (de Almeida Carlos, 2019). The campaign is planed to be
advertised and promoted on the different social media sites and handles which is
helping to built and gain the customers online. For the campaign to be successfully
launched significant planning is being done and this helps in ensuring that how
effectively and in appropriate manner the Nuke campaign is important and is
productive for the success and growth of the company within the economy and the
external market structure (de Almeida Carlos, 2019). It is also observed that the Nike
campaigns are effective and are displaying the positive influence on the customers.
The campaign which is famous and has gathered much attention is the Nike
Air Jordan and Facebook Messenger Bot Collaboration. For creating the campaign,
Nike teamed up with the AI platforms and by this Nike shoes got promoted and were
advertised on the social media platforms as their new campaign and this helped in
addressing the concerns which helped in gaining large market share (Kim and et.al.,
2020).The campaign is focusing on the promotion of the product which is Nike shoes
and this helps in determining the aspects of providing the customers as per their
needs and requirements. The campaign is framed in such manner that the basic
attention is being grabbed by the communication which is done on the social media
platforms which are Facebook, Instagram, Twitter, YouTube, Website. The campaign
information and details about the products is being transferred and framed on these
social media platforms effectively and in appropriate manner.
The details about the campaign for the product which is Nike shoes is being
promoted to gain the large number of customers. The campaign is framed effectively
which is providing all the essential information to the customers so that it becomes
easy for them to buy the product from the official website as well as other social
media channels. Nike is famous for its promotion and advertising of campaigns
which helps the company to grow and develop large scales of company's goals and
fulfil the objectives. As major number of customers are using the social media
channels therefore, the company has focused on using the advertising and
promotion technique as effective and productive. Different channels of social media
are being used and this has helped Nike in promoting and delivering the variety of
shoes as per the needs and requirements of the customers (Eyada, 2020). The
website of Nike is promoting the different types of shoes with the varying patterns
and this has made the campaign of Nike more useful and productive contributing to

its scales of success. The campaign of Nike is focusing on the maximum usage of
social media channels which are providing the usefulness of the product in
appropriate manner. The new product which is Nike shoes is being promoted
through the usage of the social media channels and it impacts and is great influence
to the customers.
Therefore, the campaign which is being initiated for successfully making
available the new product which is Nike shoes is being analysed and is creating
value for the product. The campaign of Nike shoes are made to be creative such that
it grabs the attention of the customers in appropriate manner. The Nike shoes
campaign is made available fort the customers with the effective usage of social
media channels by significantly promoting and advertising the products and making
available its services to effectively reach the customers (Brandberg and et.al., 2020).
Thus, the different social media channels have been great influence to the customer
and this has impacted the growth and development of the company at large scale.
The campaigns of Nike shoes are positive influence on the customers and this has
gained maximum potential and awareness among the customers and the public
significantly. The goals and objectives of the company also analysed by the effective
marketing campaign which Nike has created and framed for customers effectively.
On the basis of campaign plan, I have been expressed idea
about the different communication channels. These are helping me to gain insight
idea, assumption about the goods & services. Since, I have decided to propose the
campaign plan and reflect on the how to assign a particular tasks. According to me, it
is all about the way to consider the descriptive language and explain detailed of
shoes. I have gained knowledge about the company and understanding the demand
to expand the business across the global world. According to me, it can be possible
while considering different kind of communication channels such as Facebook,
instagram, Youtube and twitter. Nowadays, I have found that these are consider the
important platform or tools which supports to build a strong coordination,
collaboration with people. This help me to analyse the importance of different
communication channels. Based on the experience, I have been examined that
campaign plan plays an important role because it shows all essential requirements.
In future, company will select or choose the best option to find suitable solutions
(Brandberg and et.al., 2020). I have been reflected the process of campaign plan

and measured the success areas. This was a great opportunity which I have gained
at the time of campaign plan. This is why because I have actively participated into
thinking ability, gain experience, implementing suitable action. These kind of
procedures are depending the benefits or advantages. On the basis of discussion, I
have been identified the personal & professional learning experience on the
campaign plan.
Conclusion
From above discussion, it has concluded that identify the importance of
campaign plan which is always supports to promote the products & services in the
marketplace. On the basis of analysis, it has been identified the campaign
objectives, plan and consider different communication channels such as Facebook,
instagram, twitter and youtube. Furthermore, it has been represented the personal
reflection on the communication channel and campaign plan.

References
Book & journals
Bowden, J. and Mirzaei, A., 2021. Consumer engagement within retail
communication channels: an examination of online brand communities and
digital content marketing initiatives. European Journal of Marketing.
Brandberg, O. and et.al., 2020. Nike’s Dream Crazy campaign and how it influenced
views and opinions towards the brand.
Childs, M. and Jin, B., 2018. Nike: An innovation journey. In Product innovation in
the global fashion industry (pp. 79-111). Palgrave Pivot, New York.
de Almeida Carlos, L.M.R., 2019. How political actions affect consumers' attitudes,
the 30th anniversary of Nike's" Just do It" campaign.
Eyada, B., 2020. Brand activism, the relation and impact on consumer perception: A
case study on nike advertising. International Journal of Marketing Studies.
12(4). pp.30-42.
Kalaignanam, K . and et.al., 2021. Marketing agility: The concept, antecedents, and
a research agenda. Journal of Marketing. 85(1). pp.35-58.
Kartajaya, H., Setiawan, I. and Kotler, P., 2021. Marketing 5.0: Technology for
humanity. John Wiley & Sons.
Kim, S. and et.al., 2020. Controversial Spokesperson is not Negative: A Case of
Nike Campaign. International Journal of Business in Sports, Tourism &
Hospitality Management. p.31.
Viglia, G., Zaefarian, G. and Ulqinaku, A., 2021. How to design good experiments in
marketing: Types, examples, and methods. Industrial Marketing
Management. 98. pp.193-206.