MN5006 Case Study: Nike's Pro Hijab - Marketing in Global Markets

This case study solution analyzes Nike's marketing orientation in developing the 'Pro Hijab,' utilizing marketing mix and segmentation, targeting, and positioning models. It assesses Nike's strategy for reaching Muslim women athletes and discusses the importance of understanding market conditions and customer preferences. Furthermore, the solution provides advice for developing a marketing plan for the 'Pro Hijab' in the UK, including market research, segmentation of the Muslim population, competitive analysis, and the use of digital marketing platforms to promote the product and highlight its empowering aspects. The analysis emphasizes the need for affordable pricing, high-quality materials, and effective communication to attract customers and succeed in the competitive market.

MN5006 Serving
Customers in Global
Markets
Nike ‘Pro Hijab’ Case
Study

Contents
MAIN BODY...................................................................................................................................1
Q.1 Using a range of appropriate marketing models and theories, explain how Nike adopts.....1
a marketing orientation in developing "Pro-Hijab".....................................................................1
Q.2 - What advice would you give Nike for developing a marketing plan for the "Pro.............2
Hijab" in the UK?........................................................................................................................2
REFERENCE...................................................................................................................................4

MAIN BODY
Q.1 Using a range of appropriate marketing models and theories, explain how Nike adopts
a marketing orientation in developing "Pro-Hijab".
Ans.1- The marketing orientation is the process which refer to the way which helps the company
to study the market condition and identify the taste and preferences of their core target customers
which helps to create the specific products to satisfy them. It is related to customer- cantered
approach which helps in product design. Nike company need to adapt this marketing orientation
developing approach for its “ Pro- Hijab” and it has been explained below with the support of
marketing models and theories (Hwang and Kim, 2021).
 Marketing mix- It is related to the tactics and strategic operations which helps the
company to market their product and services for attract the target customers. The role of
marketing mix is obvious for product mix itself which is made due to the demand of
Muslim Women Athlete which is face the problem to undertaking the sports activities
because of uncomfortable hijabs. So Nike company launch the new product for targeting
their Muslim women athletes, it is the first major brand who take the pledge and become
a inspiration for many brands which offering the modest sportswear collections for their
customers. Pro Hijab is stretchy, breathable head covering with the firm seal around the
face (Walzak, Vidotto and Collura, 2021). Price mix concerned, Nike company decide
the price of Pro- Hijab is 35$, and they identified that core athlete are able to pay high
price of this products without thinking too much as the appeal of comforting sortieing
without doing any compromising on religious benefits in the wants for the market.
 Segmentation, Targeting and Positioning- This models helps the company to divide the
big market into a smaller target customers for effective targeting by the company through
the marketing campaigns and marketing efforts which helps to allow the company to
poisoning the product in the market. The Nike segmented is based on marketing
orientation as detailed in the study of the company of external environment. Nike
company are enter in the market with new and innovative ideas which is different from
other companies (Zarestky and Ray,2019). Pro- hijab was to enter into a middle east
market after finding their target customers which were form of Muslim woman athletes
by through the proper segmentation which is bases in gender, profession, age and
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religion. In order to effective target market customers, Nike company need top ensure
that price of their product is affordable not so much high and no so much low. They also
understand the marketing orientation for the position of the Pro-Hijab, along with they
need to assure that it use good- quality of material they used to make this product and
which is quite durable and provide the comfort level of skin second skin and it does not
loose the shape during the time of in tenses bouts of exercises.
Q.2 - What advice would you give Nike for developing a marketing plan for the "Pro
Hijab" in the UK?
Ans.2- The marketing plan is a blue print which is making by the company in order to the plan
their promotional efforts and use different tools and media to generate the awareness regarding
their product and services in the market (Crayton, 2018). Nike company need to developing the
marketing for the Pro Hijab in the UK, they need to follow the advise which has been given by
the company to follow:
 Before developing this marketing plan, Nike company need to doing a proper market
research by using the different tools and techniques like PESTLE analysis, Porter;s model
this models helps the company to identified the current sustain of the market and make
their action plan according to their research. It allow the company to find the level of
interest in the market for a hijab based product and analyse their demand of this projects.
 The company need to doing the proper market segmentation for UK's Muslim populace
by using the gender and profession for a main segmentation parameters. This market
segmentation allow the Nike company to increase the number if Muslim women athletes
in UK. Along with it also help to identify the pain points and attract the customers
personas for the Pro hijab (Grubic, 2021).
 Nike company can also used the market statistics in order to supplement the marketing
plan which is directly translate into the bankable data to identify the interest and demand
of the this product for the Pro Hijab and this products can be sustain in the market or not.
Nike company need to doing the competitive analysis which helps to segment the market
to identify the other major players for catering for the Muslim Woman Athletes are target
in the market in UK. Along with they can make their products more stylish in nature
which helps to attract the larger number of customers and help to incorporate measure in
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the marketing plan to offset the computation and effectively undercut the market which
helps to increase the chances to success in the competitive market.
 Nike company can choice marketing media platform promote their product and provide
the infraction which is related to their product. This techniques helps the company to
develop the marketing plan and highlight the empowering aspects for the hijab and
showcase their features of the Pro Hijab. This promotional activity helps the company to
highlight the product feature to attract the Muslim Women Athletes to wearing up to the
pro Hijab and playing in their respective sports at the high level for the intense
productivity (Haddad, 2021).
 Nike company need to choice the right channel to marketing their plan, so digital market
ring is the best options for them. It helps to reach the marketing tactic which can have the
Muslim population for athletes which is higher when they doing the digital capacity. The
company need to develop the integer marketing communication campaign which helps
the company to follow the social media handles.
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REFERENCE
Books and Journals
Crayton, L.A., 2018. Everything you need to know about cultural appropriation. The Rosen
Publishing Group, Inc.
Grubic, A., 2021. Just wear it: Media coverage of the Nike Pro hijab. In Sportswomen’s
Apparel Around the World (pp. 83-94). Palgrave Macmillan, Cham.
Haddad, L., 2021. Trending Muslim Appeal and the Discourse on Intersectional Diversity.
In (Re-) Claiming Bodies Through Fashion and Style (pp. 89-107). Palgrave
Macmillan, Cham.
Hwang, C. and Kim, T.H., 2021. Muslim women’s purchasing behaviors toward modest
activewear in the United States. Clothing and Textiles Research Journal, 39(3), pp.175-
189.
Walzak, L.M., Vidotto, D. and Collura, F. eds., 2021. Sport Media Vectors: Gender and
Diversity, Reconstructing the Field. Common Ground Research Networks.
Zarestky, J. and Ray, S.M., 2019. Adult education programmes of NGOs operating in Non-
Western contexts: a review of empirical literature. International Journal of Lifelong
Education, 38(6), pp.657-672.
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