Nike's 'Pro-Hijab': Market Orientation, Strategy & UK Marketing Plan

This report analyzes Nike's adoption of a market orientation strategy in developing the "Pro-Hijab," a sportswear product designed for Muslim women. It examines the segmentation, targeting, and positioning (STP) model, along with the 4Ps of marketing (product, price, place, promotion), to understand how Nike integrated religious inclusion and consumer needs. The report further provides recommendations for Nike to develop a marketing plan for the "Pro-Hijab" in the UK, emphasizing the importance of cultural sensitivity and offline marketing strategies, such as public relations campaigns, to effectively reach a diverse customer base. The analysis concludes that understanding consumer needs is crucial for establishing effective marketing strategies and highlights Nike's efforts to balance religious expression with product functionality and affordability.

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1. Analysing the ways in which Nike has adopted the market orientation strategy for
developing “Pro-Hijab”...............................................................................................................3
2. Recommendations to Nike in order to develop marketing plan for “Pro-Hijab" in the UK....4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Consumers are the key element for the business. Therefore, it is important to understand
them and on the basis of that, the services has to be assured. This report will illustrate the market
orientation strategy of Nike in order to develop “Pro-Hijab”. Also, the report will provide the
recommendations in terms of developing the marketing plan for “Pro-Hijab” in the UK.
MAIN BODY
1. Analysing the ways in which Nike has adopted the market orientation strategy for developing
“Pro-Hijab”
Market orientation refers to providing strategic focus over identifying the consumer needs and
desire in order to develop new products. Nike is one of the leading firm in sportswear industry.
The firm is providing high focus over their consumers and their satisfaction level (Teng, 2020).
Within taking the decision of developing “Pro-Hijab” as sportswear product for the Muslim
women. Nike has proved that the religion inclusion has been highly followed by the company.
Here is the description of the Nike market orientation strategy within using the STP model and
4Ps of marketing for developing “Pro-Hijab”.
STP Model
Segmentation- This refers to dividing the whole market in the different groups on the basis of
the needs, wants and interest of the consumers. For developing the “Pro-Hijab” Nike has focused
on that segment that shows high interest in the sports (Saura, Palos-Sanchez and Correia, 2019).
Nike has focused on the behaviour segmentation strategies. This refers to interest of the people
towards a particular thing.
Targeting- This refers to targeting the group of people from the selected. As the “Pro-Hijab” has
been wear by the Muslim women as it is the sign of maintaining the culture. The Nike has
targeted the Muslim women that plays the sports. So, the women can maintain the religious
belief within playing the sports.
Positioning- This leads to analyse the current position in the market in order to focus on the new
product development strategy. It has been found from various studies that, Nike has the well
captured position in the market and the decision of developing “Pro-Hijab” is one of the biggest
competitive advantage for the Nike (Vianello, 2019). Hence, the effective image of Nike has
provided the contribution in developing “Pro-Hijab” as a new product in market.

Theory of 4Ps
The 4ps are the major element of marketing that involves product, price, place and
promotion. It has been considered as the major aspects that helps in establishing effective
marketing strategies. Here is the description of the ways in which these 4Ps has been adopted by
the Nike in order to develop “Pro-Hijab”.
Product- This refers to the final output that is delivered to the customers. In order to meet the
demand of the customers, Nike has focused on adopting the effective combination of expressing
the religion in the product along with assuring the comfort. The “Pro-Hijab” has been designed
in such manner that ensures the lightweight and wicks the sweat away (Bose, 2018). Also, this
stay tucked while playing and doing workout. This is the unique value of Pro-hijab that has been
maintained by the Nike. Also, the firm has printed their logo on the hijab that assures the brand
image as well.
Price- This refers to the value that has been given in the exchange of the product. The prices of
the “Pro-Hijab” has been set after analysing the patterns of consumer behaviour. Nike has been
proven effective enough in assuring the quality products to the customers. Similarly, in same
manner the “Pro-Hijab” has been made within ensuring the quality and the prices has been set
affordable so, at the initial stage the customers can buy it.
Place- It refers to deciding distribution channel for products. Initially, Nike adopted the online
platform for selling the “Pro-Hijab” (Saura, Palos-Sanchez and Correia, 2019). Afterwards, the
company has decided to sell the product on the offline platform as well. So, the customer can
easily buy it.
Promotion- Developing the plan of generating hijab as sportswear is itself has been considered
as the biggest promotional strategy for the company. Furthermore, Nike has approached the
social media platform in terms of making effective interaction with the customers and making
them aware about the inclusion element of the company for Muslim religion.
2. Recommendations to Nike in order to develop marketing plan for “Pro-Hijab" in the UK
The marketing plan refers to the advertising strategy that has been adopted by the
business in order to increase the sell of the product. Here is the major recommendations to the
Nike for developing the marketing plan for “Pro-Hijab”

Keeping focus over cultural aspect- Hijab is that product that has been related to the cultural
aspect of Muslim religion. There are large number of people from Muslim community that may
not like this decision of Nike. Therefore, while promoting the product on social media the focus
has to be made by the company that, the updates and content of the company does not provide
the impact over the cultural parameters of the Muslim community (Prokopenko and et.al., 2020).
This leads to solve the misunderstanding regarding the concept of including religion in the
sports.
Focus over offline modes of marketing- There are large number of people that does not use the
online platform. For such people it is important to adopt the offline modes of marketing. So, the
information regarding the “Pro-Hijab can be known by the all customers. Therefore, the public
relation campaign has to be established by the Nike in UK. Public relation campaign is that
promotional tool that provides the focus over maintaining the interaction with the public
(Madsen and Verhoeven, 2019). Also, this leads to provide the opportunity to the Nike in terms
of understanding the customers in better way. Also, the opinions of the company regarding “Pro-
Hijab” can be easily share with the customers.
CONCLUSION
The above report has concluded that, understanding the needs and wants of the customers
is highly important in terms of establishing the effective marketing strategies. Along with this,
the report has described the market orientation strategy of Nike in order to develop “Pro-Hijab”
Also, the report has provided the recommendations for Nike in order to develop effective
marketing plan for “Pro-Hijab”.

REFERENCES
Books and Journals
Bose, M.S., 2018. Social Media Marketing in Fashion Brands in Nike. International Journal of
Emerging Technologies and Innovative Research, ISSN. pp.2349-5162.
Madsen, V.T. and Verhoeven, J.W., 2019. The big idea of employees as strategic communicators
in public relation. In Big ideas in public relations research and practice. Emerald
Publishing Limited.
Prokopenko and et.al., 2020. Digital-toolkit for sports tourism promoting. International Journal
of Advanced Research in Engineering and Technology (IJARET). 11(5).
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution. pp.86-103.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing strategies based on
the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution. pp.86-103.
Teng, J., 2020, December. Analysis of Female Marketing—Taking Nike as an Example. In 2020
3rd International Conference on Humanities Education and Social Sciences (ICHESS
2020) (pp. 286-291). Atlantis Press.
Vianello, S., 2019. Nike’s pricing and marketing strategies for penetrating the running sector.