Education and Social Sciences

Running head: STRATEGIC MARKETING OF NIKE, UK
Strategic marketing of Nike, UK
Name of the student:
Name of the university:
Author note:

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STRATEGIC MARKETING OF NIKE, UK
Table of Contents
Introduction..............................................................................................................................3
Task One...................................................................................................................................4
1. Advertisements.....................................................................................................................4
1.1 Display and posters........................................................................................................4
1.2 Print / newspapers, magazines......................................................................................6
1.3 Broadcasting...................................................................................................................7
1.4 Ambient or steps on the floor...................................................................................7
1.5. Internet advert...............................................................................................................7
2. Selling promotion.............................................................................................................8
2.1. Money off/ discounts/ cash back...............................................................................8
2.2. BOGOF.......................................................................................................................9
2.3. Time- limited offers...................................................................................................9
2.4. 3 for 2..........................................................................................................................9
2.5. Buy now, pay later...................................................................................................10
3. Direct marketing.........................................................................................................10
3.1. Emails.......................................................................................................................11
3.2. Apps..............................................................................................................................11
3.3. Points collections......................................................................................................12
4. Personal selling...............................................................................................................12
4.1. Picture of consultant in the store...........................................................................12

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5. Public relationship......................................................................................................13
5.1. Speeches....................................................................................................................13
5.2. Events........................................................................................................................13
5.3. Community relation activities................................................................................14
5.4. Sponsorship..............................................................................................................15
5.5. Charity work or environmental help.....................................................................15
6. Digital commis.............................................................................................................15
6.1. Search.......................................................................................................................15
6.2. Instagram.................................................................................................................16
6.3 Facebook.......................................................................................................................16
6.4 Tweeter..........................................................................................................................17
6.5 Linkedln........................................................................................................................17
Company’s marketing approach......................................................................................17
Task two Promotional mix portfolio....................................................................................19
1. Model one: AIDA...............................................................................................................19
1.1 Definition.......................................................................................................................19
1.2 Diagram explaining the theory...................................................................................19
1.3 Application to the company.........................................................................................20
1.4 Effectiveness of these tactics........................................................................................21
1.5 Critical appraisal of the theory to marketing reality................................................21
Model 2: Push and pull strategies.........................................................................................23

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2.1 Definition.......................................................................................................................23
2.2 Diagrammatic explanation of the model....................................................................23
2.3 Application of the theory to the company..................................................................24
2.4 Effectiveness of these tactics........................................................................................24
2.5 Critical appraisal of the theory to marketing reality................................................25
References................................................................................................................................26

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Introduction
The report is prepared to discuss about the development of a marketing portfolio
considering the business organisation named Nike in United Kingdom. I have been appointed
as the Marketing Consultant at Nike and thus have been assigned with the tasks of managing
the various promotional tactics and procedures required to keep customers engaged, aware
and also influence their buying behaviours largely (Baker 2014). Moreover, it has also been
found that application of various promotional policies and approaches could raise the level of
awareness among people, thereby, ensure keeping them encouraged and motivated as a
whole. There will be inclusion of various promotional activities such as the management of
advertisements on billboards, newspapers, televisions, magazines and also on the digital
platforms such as the websites and social media platforms (Chaffey and Ellis-Chadwick
2019). There are various other ways of making the promotional activities successful such as
the use of various models such as the AIDA model, Push and pull strategy, which could allow
the company Nike to attain new heights of success by making people engaged and motivated
as a whole. This can not only improve the process of communication, but will also make
people inclined towards the specific brand because of the great marketing techniques and also
form a loyal customer base for the company (Mandal and Joshi 2017).
As the marketing consultant of the organisation, I have made sure to use the right
knowledge and skills to understand the marketing solutions effectively while at the same
time, gain a bigger picture of the promotional techniques and procedures, furthermore, ensure
attraction and retention of the customers in a tactical manner. Nike Inc. is a major
multinational company that has been specialised in the designing, development,
manufacturing, production and marketing of business services and functions all over the
world (Perreault 2018). The company sells footwear items, apparel items, various equipment,
accessories and various other services that have been aimed at satisfying the needs and

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preferences of the customers largely. The company’s shoes, apparel items and other items are
the main items delivered by Nike, which has made it generate a revenue of more than US$
36.39 billion and there are over 73100 employees working at the organisation at present. John
Donahoe has been the CEO of the company and his extensive leadership skills, knowledge
and capacity have helped in moving in the right direction while even guiding the employees
towards a shared vision and while achieving the business goals and objectives effectively.
The “Just Do it” logo further enhanced the brand’s recognition ability, which has also helped
in keeping the customers inclined towards the brand, furthermore, ensure keeping customers
aware of the products and services delivered (Proctor 2014). The report will present us an
idea about how the company has managed to carry out the promotional activities with the
help of managing the displays, posters, advertisements and also by broadcasting those with
the help of information and messages through radios, televisions and also through social
media platforms (Nike.com 2020).
Task One
1. Advertisements
1.1 Display and posters
Nike has often displayed adverts on the buses, billboards, magazines, newspapers and
even placed the tagline or trademark in the form of pictures or logos in hoardings that could
easily be viewed by the people. Not only this, but also Nike has been known for its best
commercials and promotional activities, which came into limelight as soon as the brand
image and reputation increased with time much more comprehensively (Armstrong et al.
2018). Though there are both apparel as well as sports goods and services made available by
Nike, still the market could be broad and thus the primary targets of Nike have been the
people aged between 15 to 40 years. As, both the men and women athletes have been

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targeted, so focus has also been placed on the teenagers and mature men and women s as to
develop a long term brand loyalty and ensure that consistent purchases are made by the
consumers (Dixon et al. 2015).

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1.2 Print / newspapers, magazines
The prints managed by Nike are quite innovative and it serves the purpose of
promotions and advertising. With the shoes manly targeted at the athletes, the company has
partnered with various games of football, cricket and even basketball by aligning the prints
with those sports activities. The pictures and images of the shoes and also athletes playing
their respective sports by using the shoes have been displayed in the newspapers and
magazines, which also grabbed the attention of many people and encouraged them to make
purchases too (Baltes 2015).

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1.3 Broadcasting
The broadcasting of advertisements and Nike commercials have helped in making
customers look at the brand while viewing the commercials on the televisions and internet,
which could also be considered as an effective way to market its products and arouse interest
among them. Videos on YouTube also made many people engaged and remain loyal to the
brand effectively (Nike.com 2020).
1.4 Ambient or steps on the floor
The steps on the floor by Nike is a situational based marketing approach to promote
the brand aspects as well as the products and services. It has been represented in the form of
the soft cushioned and air cushioning shoes that are made available to protect the body as
well as allow the athletes to perform harder while gaining the best level of comfort
(Westwood 2013). Moreover, the stepping into the dance floor has allowed the customers to
try out dance steps while wearing the shoes, which could give a proper justification to the
brand’s ability to represent steps on the floor. In certain situations, this has tend to be
effective for drawing in enough customers and generate positive mind sets among them that
their needs are being taken care of (Peck et al. 2013).
1.5. Internet advert
The digital marketing has always been a success and Nike has utilised this
opportunity properly by inducing the emotions of customers through formation of emotional
bonding. Nike has done it by making sure that the advertisements are shown on the internet
platforms such as social media platforms and also on various online shopping platforms. The
development of right content and tagline of the products made those more attractive and due
to this, a string brand portfolio has been managed for attracting new customers and retain the
existing ones (Chaffey and Smith 2017).

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While introducing a new running show, the rich digital campaign of “Epic React” was
campaigned, which has been hosted across various platforms including the mobile, social
networks and also website management.
2. Selling promotion
2.1. Money off/ discounts/ cash back
Nike has often offered good amounts of discounts and also money back offers, where
the customers, once pay for the specific product could get a minimum cash back of the
amount acquired on the basis of 40 percent of the actual amount of the product. The
customers were also offered with additional coupons for the purchases made, which have
enabled them to gain points that could deduce a respective charge or amount from the
purchase to be made next time (Chaffey et al. 2013).

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2.2. BOGOF
To cater to the extensive needs of clients and also meet their changing demands and
expectations, the company has introduced the Nike BOGOF Triax Analogue super sports
Cross training watches that match the athletic lifestyles and behaviours of the clients. This
has not only increased the range of products for Nike, but has also created high level of
awareness among the customers regarding the brand, which acted as good marketing
technique too (Chanthinok ET AL. 2015).
2.3. Time- limited offers
The time limited offers are also similar to flash sales where Nike has provided a
significant amount of time for the customers in every week, where the customers could get
additional discounts while purchasing the product in that specific time period.
2.4. 3 for 2
Nike’s 3 for 2 means that when the customer make purchases, they could get three
items at a price of 2. This is an effective marketing technique, which allows customers to
make purchase of more than one item. For example, if a customer is getting a shoe or
clothing item at a price of $50 and there is an option of 3 for 2, i.e., 3 items for $100, then

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their mind set often tend to change as the would be able to buy more at a lesser price. Thus,
the sales would increase and Company would make profits (Miles 2013).
2.5. Buy now, pay later
There are few platforms where the products are made available, especially the online
platforms and so it has created greater accessibility for the customers. The customers could
buy the product at that time only without requiring to pay the amount at that time, which
could be paid afterwards or by interest free instalments, i.e., EMI.
3. Direct marketing
Nike has made sure to facilitate the direct marketing so as to manage distribution,
differentiation as well as improve communication as part of the promotional activities. It has
not only improved the memberships, but also has enhanced the performance of
personalisation efforts (Didner 2014). The Nike Fit app has allowed the customers to select
their suitable size of shoes by just sitting at home with the help of using the customer’s Nike
profile, which has also strengthened the relationship between business and its customers
(Nike.com 2020).

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3.1. Emails
The emails are sent to the customers for allowing them to know about the products
and services and also the platforms where the products are available for the clients. This
would not only make them acquire better accessibility, but would also help them to manage
quick and easy shopping, furthermore, gain additional training support and guidance (Piercy
2016).
3.2. Apps
Nike has introduced various apps including the Nike app, Nike Run Club and also
Nike Training Club, all of which are essential components responsible for making the clients
become members and avid buyers of the brand products. Thus could allow the customers to
login to the app and become subscribers to remain up to date about the information about
products, thus their buying behaviours would be influenced too (Paquette 2013).

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3.3. Points collections
For every purchases made by the customers of Nike, they would get membership
benefits such as points. With the help of these points, while making next time purchase, they
would get discounts and offers. On the other hand, while signing up to the website, the
company has also provided various benefits such as free and faster delivery of products, 30
days wear test and also store to door delivery within quick time (Parente and Strausbaugh-
Hutchinson 2014).

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4. Personal selling
4.1. Picture of consultant in the store
The consultant at the stores mainly is associated with the management of resolving
any queries made by the customers and also deliver them the best possible solutions.
Whenever the customers had some queries or questions regarding a particular product or
service, the company has made sure to deliver the best quality customers’ services and made
them believe that they are actually cared and valued by the organisation. Considering them as
the most important stakeholder is important, which has also helped them to generate higher
level of satisfaction among the clients as well. The interaction with the customers has
strengthened the relationship between the brand and its customers, furthermore, enhanced the
brand equity and created positive mind sets among the customers too (Flynn 2015).
5. Public relationship
5.1. Speeches
The speeches made by Nike are mainly informative and it has presented in many
forms such as with the help of advertising the brand and its products through videos, pictures
and also motivational speeches. The speeches made by the higher authority, further helped in
keeping people aware while Nike has often prioritised on celebrity endorsements, which is a
major marketing tactic too. The celebrity or well-known sportsperson made sure to deliver
speeches about the effectiveness of the product which easily drew the attention of the people
and made them inclined towards the brand quite easily and effectively too (Mahdi et al.
2015).

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5.2. Events
Nike is among the few brands in UK, which has maintained good public relationships
and also has become a trendsetter.
“Believe in something, even if it means sacrificing everything.” #JustDoIt
pic.twitter.com/SRWkMIDdaO
— Colin Kaepernick (@Kaepernick7) September 3, 2018
It has enabled the company to gain huge publicity across multiple digital platforms
and also has created a stir among athletes and sportspersons regarding the decision to sponsor
Colin Kaepernich. It is indeed a great and powerful technique to acquire an advantageous
position over the competitors in business. Nike has understood the exact audiences and also
their varied needs and preferences and due to this, the right audiences have been targeted,
which also ensured making a bold PR move or approach to influence the buying behaviours
of individuals largely (Brohi et al. 2016).
5.3. Community relation activities
By using the power of sports as an effective force, the community is benefited as Nike
has committed to help the kids so as to reach the best of potential while at the same time,

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created opportunities for the children to perform sports activities. To support the girls within
the community, Nike has developed a program in partnership with the NBA teams for
providing the girls with space, tools as well as the necessary resources that they require to
manage change and transform themselves for a better future (Chung, Derdenger and
Srinivasan 2013). This would also drive their confidence and allow them to acquire success
in the future. Moreover, Nike has also supported the community by inspiring kids to live their
dreams, which has been possible with the help of funding the educational institutions, which
further supported the grass roots change within the community worldwide (Zhang 2018).
5.4. Sponsorship
Nike has also paid significant amount of money to the athletes and sportspersons for
using their products as well as promote those to create awareness among the customers. Few
well known athletes sponsoring Nike are Llie Nastae, Ronaldo, Ronaldinho, Indian Cricket
team and many others as well. By sponsoring all these players and various teams and clubs,
the company has stayed true to its values and ethics and represented sports as a great way of
living life and a better future (Araujo et al. 2018). The awareness among customers further
added to the value by making them purchase the Nike products consistently.
5.5. Charity work or environmental help
Nike has promoted charity work by providing necessary funding to schools for
education purposes while at the same time, supported the partners, especially the Children
Sports Foundation by establishing equality among communities and treat both men and
women equally as a whole. To support the environment, th company has made sure to
manage sustainability and ensured planting trees to keep the balance in nature and reduce
carbon emissions too. The products are being manufactured with the use of recycled surplus
materials (Borland and Lindgreen 2013). The company has constantly innovated by
increasing use of renewable energy and collaborated with companies to create better market

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conditions for clean energy usage. The use of environment friendly materials further helped
in reducing carbon emissions and kept the environment safe and healthy too.
6. Digital commis
6.1. Search
Nike’s search engine further has helped in easy search by the customers to look into
the website and with the SEO, it has been supported by good accessibility to the products and
services. This has created convenience for the customers to search for the products that they
wished to buy, furthermore, ensured god amount of traffic generation as well (Nike.com
2020).
6.2. Instagram
With over 103 followers of the organisation in Instagram and great online presence,
the company has managed to secure a good place by attracting new as well as existing
customers,

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6.3 Facebook
The Facebook page has garnered quite a huge numbers of likes, which has also helped
in making it quite popular among the people, thereby, ensured that more and more cl9ents
follow the webpage. The Facebook page has allowed the company to respond to the
comments and queries of clients, which strengthened the relationship between the brand and
its customers (Chanthinok et al. 2015).
6.4 Tweeter

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The posts of Twitter clearly represent about the new products, which have been
promoted, which also influenced the buying behaviours of consumers.
6.5 Linkedln
It has also served as a great marketing platform to generate awareness among people and
establish a sense of belongingness and trust among them to make purchases of products.
Company’s marketing approach
The marketing mix strategy for Nike demonstrates about the product, place, price and
promotions managed by the company. With the help of these marketing mix components, the
company has managed to strengthen its skills and capabilities so as to stay ahead of the
competition and even create a sustainable position within the footwear, clothing and apparel
industry. The product component of the marketing mix strategy include the shoes, apparel,
equipment and accessories based on the different kinds of sports and through integration of
new technology into the product lines. Considering the fact that shoes are most important
products of the company, the company has offered a wide range of shoes, especially, sports
shoes, fitness shoes, tennis shoes, running shoes, etc. for catering to the needs of people from
different market segments. The products are also available under brands such as Converse,
Hurley, Air Jordan, etc. which has also expanded the product mix components for meeting
the diverse needs of people in different market segments effectively.
The place represents the distribution of products and Nike has sold all these goods and
services at the major retail stores, its own stores and also online, Due to the wider distribution
strategy, the company has ensured greater outreach to different market segments while at the
same time, facilitated better accessibility to the market and better amount of information and
data related to the marketplace. The good distribution network has ensured greater sales and
higher revenue generation too.

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The promotions have been done with the help of targeting the market segments at first
and then implementing necessary marketing tactics to keep people aware of the products and
services. Nike has managed advertisements on televisions, newspapers, billboards and
personal selling while the direct marketing, sales promotions and public relations
management further contributed to the promotional efficiency. The sponsoring and
community based networks also allowed the company to attain success both locally as well as
globally.
Nike has followed the value based pricing strategy and sometimes, premium pricing
strategy based on the present market conditions and ensured positive perceptions of
customers regarding the brand. The celebrity endorsements and its efficiency also have been
matched up with the prices set for the products and services, which also influenced the
buying behaviours of consumers and made them align with the brand values, thus,
contributed to the positive brand image and name too.
Task two Promotional mix portfolio
1. Model one: AIDA
1.1 Definition
AIDA model is an epitome of the consumer buying behaviour and intentions. The
typical components of the model are awareness, interest, desire and action. According to
Fortenberry and McGoldrick (2019), this model has achieved accolades and glory among the
marketers for gaining an insight into the approaches of the customers towards the levied
products and services. As a matter of specification, the model adds shape into the
communication plans and strategies regarding achieving better placement for the business.

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1.2 Diagram explaining the theory
Fig: AIDA model
(Source: Ullal and Hawaldar 2018)
The above figure represents the AIDA model in the form of an inverted pyramid,
where there are four blocks representing the attributes of awareness, interest, desire and
actions. These attributes indicate the approaches of the customers upon gaining an insight
into the marketing strategies adopted by the brands. Awareness can be linked to the
advertising campaigns, which are conducted for enhancing the familiarity of the customers
towards the latest trends. Budiawan, Satria and Simanjuntak (2017) is of the view that interest
is generated within the customers from the acquisition of innovative marketing means, which
contributes in the increase of sales revenue and profit margin. Actions is reflected from
making the purchase and the post purchase evaluation.

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1.3 Application to the company
Nike believes that consumers are an asset for the company. Their suggestions and
investments are effective for enhancing the productivity. Advertising campaigns are
conducted on the social media, which increases the trafficking of the audience towards the
brand image. Along with this, the campaigns also enhance the awareness of the customers
regarding the latest strategies and trends, which are imbibed within the operations. Indulging
in meetings and conferences help in planning for the strategies regarding introducing
effective schemes, discounts and offers for expanding the customer rates (Fortenberry and
McGoldrick 2019). These schemes, offers and discounts creates desire within the customers
and clients and customers for investing in the services of Nike. Continuous improvement
strategies through the means of product differentiation and diversification seem to be
effective for persuading the customers towards experimenting with the newly launched
products. Budiawan, Satria and Simanjuntak (2017) is of the view that maintaining frequency
in the introduction of offers, schemes and discounts is effective for Nike to generate interest
within the buyers. This interest drives the consumer decision making towards undertaking the
actions like interacting with the marketing officials, downloading the brochures of the
products, participating in the contests through online shopping and others.
1.4 Effectiveness of these tactics
The attributes of awareness, interest, desire and actions have been synthesized for
mapping the behaviour of the customers towards the levied products and services. According
to the arguments of Ullal and Hawaldar (2018), these attributes is assistance for Nike for
taking effective decisions regarding improving the standards and quality of the product and
services. Taking the example of awareness, it can be said that advertisement campaigns
helps in conducting marketing mix and product life cycle, which are effective for measuring
the feasibility of the products in the current competitive ambience of the market. Budiawan,

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Satria and Simanjuntak (2017) opines that companies like Nike needs to be praised for using
product diversification and differentiation strategies for increasing the unique selling
proposition. Examples can be cited of online chats, response to the news feeds on social
media, which are undertaken for enhancing the scope and arena of the supply chain network.
1.5 Critical appraisal of the theory to marketing reality
As stated by Fortenberry and McGoldrick (2019), AIDA model is an agent for the
brands to disseminate important information related to the newly launched products and
adopted trends. On the contrary, Ullal and Hawaldar (2018) is of the view that the theory is
effective for measuring the customer intentions towards purchase. Countering this,
Budiawan, Satria and Simanjuntak (2017) states that the theory is effective for
communicating with the customers through the consideration of different sources on different
platforms. In the perspective of Ullal and Hawaldar (2018), these attributes shape the
marketing campaigns, which companies like Nike create for luring the clients and customers.
Using the social media platforms helps in creating awareness among the buyers about the
recently launched products. Uploading creative contents on the websites, generate interest
and desire among them to exercise their purchasing decision and power in the services.

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Model 2: Push and pull strategies
2.1 Definition
Push and pull strategy model helps the brands to promote their products and services.
Innovative technologies are used for pushing the services towards the customers. On the other
hand, product differentiation techniques pull the buyers towards the brand, expanding the
customer rate. As a matter of specification, Zhang et al. (2018) states that selling the products
through distributors is an example of the push strategy. Exclusive marketing strategies and
techniques like packaging, online shopping are the means, which pulls the customers towards
the services.
2.2 Diagrammatic explanation of the model
Fig: Push and pull strategy model
(Source: Gou et al. 2016)
Push strategies assist brands by ceasing the search for potential distributors. Here, the
selling value is low but the sales volume is high for attracting large number of customers. In
large retail markets, such push strategies are effective, as it provides better placement for the
products and services. On the contrary, Hsu et al. (2017) states that push strategies helps in
conducting B2C marketing, expanding the supply chain network. Absence of greater
administration is ineffective in these pull strategies towards fulfilling the customer orders.

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2.3 Application of the theory to the company
Nike uses push strategies by hiring efficient third parties for stocking the products and
services. There are trade shows, which helps in gaining new distributors. Along with this,
Chou et al. (2016) highlights that sales visits are also conducted for stocking the products. In
this context, Hsu et al. (2017) highlights that the competitive bargaining power with the
distributors is high. Point of sales display is the aspect, which helps in briefing the retailers
about the effective means to store the products and services for maintaining their quality. On
the contrary, Advertising through social media is the way adopted by Nike for pulling the
customers towards the brand image. These advertisements generate word of mouth
advertising. Opportunities are provided to the customers to write emails and blogs on the
purchased products, which help in gaining an insight into the approach of the customers
towards the latest marketing trends (Gou et al. 2016).
2.4 Effectiveness of these tactics
The push and pull techniques have been inclined with the marketing tactics so as to
make sure that the customers are engaged and feel interested on the brand and its products,
The push marketing has enabled Nike to play its normal dominant role in making customers
acknowledged about the brand and keep them up to date about the latest product offerings.
This has helped in delivering he right messages and information them while on the other
hand, the pull marketing combined the needs of customers and enabled the clients to become
dominant in seeking the products offerings and acquire knowledge about that, which could be
possible with the help of promotions made by the company via social networks and website.
The pull marketing has allowed the company to attract customers towards the website and
sign up to get additional access to information about the products and feel encouraged to buy
those.

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2.5 Critical appraisal of the theory to marketing reality
As stated by Budiawan, Satria and Simanjuntak (2017), the marketing tactics have
brought tremendous successful results for Nike and this has helped the company to share and
exchange information to the clients, which kept them acknowledged about the products and
made them inclined towards the brand. Moreover, it has also been believed by many scholars
that the push and pull strategy made the customers aware of the brand and its offering while
the company even sometimes played the dominant in making so, which contributed to the
word of mouth promotions and created a loyal base of customers quite efficiently for Nike,
UK.

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