Education and Social Sciences

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