Digital Marketing Plan for Nike: Consumer Persona and Mix

This report provides a detailed analysis of Nike's digital marketing plan, addressing key aspects such as customer segmentation, digital marketing objectives, and the digital marketing mix. The report begins by producing a customer persona for a specific segment, considering demographic, geographic, psychographic, and behavioral factors. It then recommends two SMART digital marketing objectives based on the identified customer segment and online behavior, focusing on increasing online orders and brand awareness. Furthermore, the report recommends a justified digital marketing mix, including elements of place, price, product, and promotion, with a focus on effective communication strategies and the implementation of the AIDA model to attract and retain customers. The analysis highlights the importance of understanding consumer behavior, utilizing social media platforms, and measuring the effectiveness of digital marketing efforts to achieve Nike's business goals.

Digital Marketing Plan
For Nike

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
3 a Produce a customer persona for one customer segment of the chosen organisation........3
3 b Digital marketing objectives considering areas of improvement.....................................4
3 c Digital marketing mix.......................................................................................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital marketing refers those activities which help the company in promoting their
products and services by using digital technologies like internet, mobile phones etc. This present
study is based on Nike who is an American multinational corporation that is known for its
design, development and manufacturing of footwear, equipment, apparel and accessories. It was
founded in 1964 by Bill Bowerman. This study is going to show consumer persona and all those
factors which consumer consider while making buying decision (Carley and Christie, 2017). It
will also show a digital marketing mix, communication and AIDA model that helps the company
in accomplishing its goals.
TASK 3
3 a Produce a customer persona for one customer segment of the chosen organisation.
Customer segment plays an important role for the marketers in terms of business
establishment and expansion of the business. The Customers segment like geographic,
demographic, psycho-graphic, and behavioural segmentation of customers are major.
Geographic segmentation is based on the boundaries for the customers, like customer
wear woollen clothes in winter, swim suits used in summers. As people live in hilly areas uses
woollen clothes whole year. Demographic segmentation divides the customers according to their
ages, gender, income, field, occupation, family sizes etc. Psycho graphic segmentation is based
on the intrinsic traits of the people, psycho-graphic traits of people the values, emotions, attitude,
interest, personalities. Behavioural segmentation is completely based on the psycho-graphic
segmentation of the customer and helps in decision-making of the customers (Yu and et.al.,
2016).
Nike shoes is world's famous brand in manufacturing the sports shoes. It supplies a large
range of sports shoes all over the world, covering the large amount of market share. Nike target
their audience according to the customer segmentation.
Demographic segmentation
Nike collects the data about the gender, age groups, from different governmental counts
on population, associated with the sports, target the audience accordingly. They mainly focus on
the age group of 11-45 years old. Nike arranges a promotional campaign in which the football
players, plays with teenage group so that they inspire and motivate them to become like their

idols. Also, Nike target the women and launches a wide range of women footwear in sports and
attract them.
Geographic Segmentation
Geographic is powerful segmentation. Nike segments the region, country on the basis of
their sports. As It promotes the campaigns according to the sport of the countries, like Baseball
and football in US, cricket in India, Soccer in Europe. So it covers the market in this way
(Arnould and Cayla, 2015).
Psycho graphic Segmentation
The customers are loyal to their trusted brands. Nike builds up the trust in its targeted
audiences, which are related to sports, They develop the trust among their customers. The
products are sports centric so the customers which are associated with the sports, choose their
products. Nike promotional activities is related with the feelings with customers. Customers
consider the prices of the products and make comparison of the prices between the other brands,
they choose which is affordable, suitable to them.
Behavioural Segmentation
According to the psycho graphic segments, customer take their decisions. Their trust
helps to make the decision whether buy or not.
Consumer behaviours and factors that affect their buying decision-making
If the customer buy the products online, the customer would read the reviews of the
products, go through the evaluation of the products. Nike organizes the online survey also, so
that they collect the reviews of the customers which helps them to work more. Customer go
through the reviews present online, do some evaluation, comparison with the other brands,
providing discounts to the Customers on the products. So the price of the Nike's product
matters. Quality of the product is considered by the customer. And Nike provides the best
quality in sports footwear. They maintain their quality (Lautiainen, 2015.).
3 b Digital marketing objectives considering areas of improvement
It is stated that consumers consider several factors while making buying decision, so Nike
wants to focus on all those factors and accordingly it makes its digital marketing objectives.
Objectives:
 To increase online orders of its Website up to 25% in the next year.

 To increase people awareness about Nike's products than other competitors brand and
increase revenue of up to 30%.
These are digital marketing objectives of Nike as it wants to increase its online sales by
making people aware about its products. For accomplishing its goals it has given all necessary
informations on its Websites and other social media platforms like Facebook, Instagram etc.
From the consumer persona it has known that consumers spend their lot of time in social media,
and they also prefer to purchase products online. It saves their time and transportation cost as
well. Its Websites boost high quality images of its products and also provide full screen
background video and social values (Karjaluoto, Ulkuniemi and Mustonen, 2015).
For knowing the effectiveness and measuring if it has achieved its objective or not, it uses
and take consumers feedback and annual sales report. With the help of consumers feedback it
can measure and know the satisfaction level of them and effectiveness if its objectives as well.
By dividing questions in some parts like accessibility, products offerings, consistency and
emotional quotient, it can take answers from its potential customers and can even take their
suggestions for further improvements. Its Website and the traffic on website, its online and
offline campaigns and its customer interaction are some ways of measuring the effectiveness of
its pre-determined digital objectives (Calder, Isaac and Malthouse, 2016).
3 c Digital marketing mix
Adaption of place, price, products and promotion and definition of all these P's in the
context of digital marketing is called digital marketing mix. For accomplishing digital marketing
goals, it is important for Nike to make an effective strategy and implement some models that can
attract customers towards buying their products. It believes that people require flat stability shoe
for keep healthy (Ahmed, 2016).
According to the research, it is stated that people prefer comfortable shoe for avoiding
injuries, providing traction and comfortness. For providing all these features it uses a strategy
which is described as follows:
Who? People from the age group of 15-35 years.
Men and women Athletes and those people who love exercising and sports.
Why? It shows all reasons that why the company wants to develop digital
marketing mix such as:
Increase sales: By creating user generated content on social media

platforms.
Customer support: By solving consumers queries in a timely manner and
by giving 24*7 consumers services.
Brand loyalty: By converting its users of Nike Air-Max 2010 to Nike Air-
Max 2011.
Reputation building: By hiring ambassadors that may be relevant to the
time and reputable.
What? It shows all activities by which Nike promotes and introduce its products to
customers:
Promotional campaigns, face to face communication with customers for
knowing their needs and influencing them, creation of high quality
customers experience and providing after and post sales services (Digital
marketing of Nike, 2014).
Where? An effective use of social media platforms like Instagram, Twitter and its
official Website creates a sense of community among customers.
Selling products via indirect sales over pint rest and Amazon. Com.
Marketing campaigns like the world cup matches at Nike park.
With the help of and implementing AIDA model and focusing on all its factors like:
attention, interest, desire and action, Nike develop its digital marketing mix that support its plan.
With this model and applied this model Nike make their all potential and target customers aware
about its offerings and features (ur Rehman, Hyder and Ali, 2015). They try to capture viewers
attention by typography, size, celebrity, model etc. After capturing attention of people, Nike
creates among them. It believes that sometimes consumers actually do not require most of the
product, but they think that they require. So, the main aim and task of Nike and marketing
manager is to establish a need in the mind of customers by an effective advertisement. For that it
also try to improve relationship with them and build trust which influence customers to buy their
products. After capturing attention and creating interest, they keep in the touch with them until
they do not make the final decision. There are some ways by which Nike create desire among
them to buy their products such as motivating them, introduce them all features and buying

motives and all facts and figures like durability, sustainability etc. After performing all steps,
they take appropriate actions like selling products and if customers do not take products then try
to influence them and attract them etc.
CONCLUSION
From the above study it has been summarized that digital marketing played a vital role in
promoting company's goods as it saves company's time and cost. It has also shown the
importance of consumer persona because it supported the company in identifying all those
factors which are being considered by consumers at the time of buying decision. By knowing
consumers behaviors, their choice, preferences, company accomplished their pre-determined
digital marketing goals. Digital marketing mix including communication and other marketing
strategies also played a vital role in solving the problems of the company related to marketing.

REFERENCES
Books and journals
Ahmed, R.R., 2016. Strategic Marketing Plan of Nike. Research gate.
Arnould, E.J. and Cayla, J., 2015. Consumer fetish: Commercial ethnography and the sovereign
consumer. Organization Studies. 36(10). pp.1361-1386.
Calder, B.J., Isaac, M.S. and Malthouse, E.C., 2016. How to capture consumer experiences: A
context-specific approach to measuring engagement: Predicting consumer behavior
across qualitatively different experiences. Journal of Advertising Research. 56(1).
pp.39-52.
Carley, M. and Christie, I., 2017. Managing sustainable development. Routledge.
Karjaluoto, H., Ulkuniemi, P. and Mustonen, N., 2015. The role of digital channels in industrial
marketing communications. Journal of Business & Industrial Marketing.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Lautiainen, T., 2015. Factors affecting consumers' buying decision in the selection of a coffee
brand.
ur Rehman, F., Hyder, S. and Ali, S., 2015. A Qualitative Approach to Analyze Marketing
Communication Based on AIDA Model. Information Management and Business
Review. 7(5). pp.44-54.
Yu, R. and et.al., 2016, February. Geographic segmentation via latent poisson factor model. In
Proceedings of the Ninth ACM International Conference on Web Search and Data
Mining (pp. 357-366). ACM.
Online
Digital marketing of Nike. 2014. [Online]. Available through
<https://www.slideshare.net/ojasvipat/final-digital-marketing-at-nike>