Marketing Case Study: Nike's Strategies and Target Market Analysis

This case study analyzes Nike's marketing and management strategies, focusing on its promotion mix, pricing, and target market. The assignment explores various aspects of Nike's marketing approach, including advertising, personal selling, public relations, and sales promotion, tailored to a target demographic of 20-30-year-olds. The analysis includes how Nike sets its budget using the task and objective method. The study also examines the relationship between the promotion mix and the target market's buying behaviors, as well as the pricing strategies, considering both the target market's needs and the competitive landscape. Furthermore, the assignment details a marketing audit, complete with measurable objectives and goals for stakeholders like employees, customers, shareholders, and channels. Ethical implications of Nike's marketing strategies are also discussed, emphasizing the importance of transparency and maintaining brand values. The case study references various academic sources to support its findings.

Running Head: MARKETING AND MANAGEMENT
Marketing and Management
Name of the Student
Name of the University
Author Note

2MARKETING AND MANAGEMENT
Essay 1
Target
Market
Advertising Personal
Selling
Public
Relations
Sales
Promotion
How Will You
Set Your
Budget?
20-30 years
of Age
(Demographi
c market)
Nike can
utilize
different
channels for
promoting
their product
in order to
gain the
attention of
the target
customer.
Social media
marketing
can be one of
them.
The company
can appoint
sales personal
who would
be able to
demonstrate
the value of
the products
to the
potential
customer
group (nike.
2020).
The
organizati
on can
bring forth
wider
varieties
of product
in order to
cater to
the
diversifyin
g needs of
the
customers.
The
organization
can adopt the
Omni-
channel as a
promotion
strategy in
order to
channel their
product.
The budget for
the promotion of
Nike can be
framed
following the
task and
objective method
where the
organization
need to consider
the objectives of
the organization
in order to
distribute the
money allocated
in a likewise
manner
(Vinerean et al.,
2013) .
Essay 2
The concerned customer segment of the organization varies from the age of 20 to the
age of 30. The concerned group of customers spend a considerable part of their day on the
social media platform. As such the organization taking up social media promotional strategies
in order to attract their potential customers can be strategic step taken by the organization
towards developing their product. The customers belonging to the age group of 20-30 can be
attracted promoting the values for their product as well as their stylish and lightweight shoes.
The organization can use the social media platform in order to carry out promotion as well as
product launching campaigns in order to attract their target customer group and enhance their

3MARKETING AND MANAGEMENT
awareness of the brand. The promotional as well as the advertisements as put forward by the
brand would be beneficial for them in order to enhance their customer base by attracting a
wider range of the customers. The organization can also highlight their green values and the
approach taken towards developing their packaging in an environmental friendly fashion. The
values adopted by the organization in their production as well as their promotion can be
highlighted using the promotional gate lines in order to enhance their brand image. As such,
the influence of the promotional strategies can be noted in its ability to enhance the reputation
of the brand as well. It will be beneficial for the organization as it relies heavily upon the
reputation and the brand image that it has established over time. The social media marketing
along with other promotional techniques will be helpful for the company, as it would help
them to reemphasize the value for money the customers tend to associate with their products
(Flynn, 2015).
Essay 3
The organization can adopt several pricing strategies sin order to cater to their
potential customers. In order to cater to the demographic need of the customers, the
organizations can adopt penetration strategy in order to formulate their pricing strategy.
However, keeping in concern the competition that is prevalent in the marketing scenario of
Nike, it is expected that the organization would take up a mode of pricing strategies that
would allow the organization to derive competitive advantages (Brohi et al., 2016).
Nike is noted not for the quality of its product, rather it is noted for the brand image
that it upholds. As such, the premium pricing of the product allows the organization to
associate the product with their brand image and its identity as a luxury brand. It would also
allow the organization to enhance their brand image by catering to the psychographic need of
the customer with psychological pricing. However, at the same time it can be suggested that

4MARKETING AND MANAGEMENT
the organization can adopt to the pricing strategy based on the mass marketing that would
allow the organization to gain an added advantages (Ahmed, 2016).
Essay 4
Stakeholder Goal How it will be
measured
Target
Employees Improve expertise Number that are
trained
100% trained
Customers Enhance the number
of target customers
Number of loyal
customers who return
to avail to product of
the brand
100% Customer
retention
Shareholder The goal of the
organization
regarding the
shareholders will
include the
investments of the
shareholders with the
company
By measuring the
increase in the
investments made by
the shareholders.
At least 40% increase
in the investors
Channels Enhance the
marketing channels
and the retails
The increase in the
revenue in a
proportional manner
At least 10% increase
in the revenue
generated (Araujo,

5MARKETING AND MANAGEMENT
2016)
Other stakeholder, be
specific
Essay 5
The ethical implication of the marketing strategies should include the organization not
misguiding their customer with their promotional and advertisements. As such, the
implications suggests that the organization reflects the true value of their products and the
strategies taken by them in order to enhance the value. The organization reframing their
pricing and promotional strategies in accordance to the segmentation of their customer cannot
be considered as an overruling of the ethical guidelines.
The organization is aware of the values that their customers has invested in their
product. As well as the organization is also aware of its identity as a luxury good. As such,
the emphasize of the organization had been to consider that the values associated by the
customers with their product is kept intact. The values associated by the customers with the
identity of Nike as a luxury brand does not go against the ethical codes, the organization
should adhere to. Therefore, it can be stated that the organization did not cause any kind of
breeching in the ethical guidelines in the promotional as well as the pricing strategies. Rather
by aligning its promotional and pricing strategies according to the values uphold by the
customer, the organization has been able to foster its brand royalty among the customers. It
is of crucial importance for any brand to exhibit their adherence to the ethical guidelines in
order to keep their brand identity and the values associated intact.

6MARKETING AND MANAGEMENT
References
Ahmed, R. R. (2016). „Strategic Marketing Plan of Nike “. ResearchGate, Indus Institute of
Higher Education.
Araujo, D., Caldwell, H., & DeFanti, M. (2018). Nike's Utilization of Brand Strategy to
Increase Global Competitiveness. In Competition Forum (Vol. 16, No. 1, pp. 109-
115). American Society for Competitiveness.
Brohi, H., Prithiani, J., Abbas, Z., Bhutto, A., & Chawla, S. (2016). Strategic Marketing Plan
of Nike.
Flynn, P. (2015). Nike Marketing Strategy: A Company to Imitate.
nike. (2020). NIKE. Retrieved 17 March 2020, from https://www.nike.com/in?
cp=25297685579_search_%7cin%7cCore+Brand+-+GN+-+Pure+-+XCategory+-
+Nike+India+-+TM+-+Mens+Targeted+-+GN+LP+Test+-+EN_EN+-+Exact
%7cGOOGLE%7cnike&gclid=EAIaIQobChMIkNGC-rei6AIVVqWWCh3-
iA92EAAYASAAEgJSnfD_BwE&gclsrc=aw.ds
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social
media marketing on online consumer behavior. International Journal of Business and
Management, 8(14), 66.