Case Study: Nike's Pro-Hijab - Marketing Orientation & UK Plan

This case study examines Nike's marketing orientation in developing the 'Pro-Hijab,' focusing on customer orientation, competitive analysis, functional coordination, and product development, all within the framework of the marketing mix (product, price, place, promotion). The report analyzes how Nike identifies and addresses customer needs, particularly those of Muslim women athletes. Furthermore, the study offers advice for developing a marketing plan for the 'Pro-Hijab' in the UK, emphasizing awareness campaigns, social media strategies, and brand endorsements. The case study concludes by highlighting the importance of effective marketing tools and strategies in serving global customers and achieving market orientation, with a specific focus on the successful launch of the Pro-Hijab in the UK market.

Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Explain how Nike adopts a marketing orientation in developing "Pro-Hijab”...........................3
What advice would you give Nike for developing a marketing plan for the "Pro-Hijab" in the
UK?.............................................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES:...............................................................................................................................7
Books and Journals.....................................................................................................................7

INTRODUCTION
It is important to serve the needs and wants of global customers. It is necessary to analyse
the culture and trend in global business so that the company is able to satisfy the requirements of
the customers (Martínez-López and et.al., 2020). This report is based on Nike ‘Pro Hijab’. Nike
is an American multinational corporation that deals in several products such as footwear,
apparel, equipment, accessories, and services. This report involves discussion related to the
marketing models, theories so that the campaign is launched properly. Afterwards, the marketing
plan for launching the ‘Pro Hijab’ in UK is analysed.
MAIN BODY
Explain how Nike adopts a marketing orientation in developing "Pro-Hijab”
Marketing orientation is a philosophy that is used to identify the needs and wants of the
customers. It is an approach that helps the company to deal with the needs and wants of the
customers in effective manner (Kotler and et.al., 2019). it is seen that; Nike works to carry on
proper research of the market so that they are able to serve their needs by launching effective
products.
Customer orientation: It is seen that Nike works to know about the needs and wants of
the customers so that they are able to satisfy te requirements of customers in effective manner.

Nike takes care about the requirement of customers in all the culture so that the are able to satisfy
them. That is the reason they launched, Pro-Hijab for the Muslim ladies in order to solve all the
problems faced by them.
Realises competition: There is need of checking the competition present in market so that
better strategies are formulated. It is seen that there are other brands that are serving similar
products for women since long time. Due to the brand image of Nike they are able to attain
advantage over the competitors.
Functional coordination: There is need of managing all the departments in such a manner
that est products are launched. It is seen that all the departments of Nike have interconnection
with each other and it benefits the company to manage success (Deepak and Jeyakumar, 2019).
The research department of the company tells the production department regarding the required
innovation. The marketing department works to advertise the product in effective manner to
enhance their sales.
Product development: The product developed by the company helps to achieve the target
of market orientation. Nike has developed the Pro-Hijab to satisfy the requirements of the
customers. The Pro-Hijab developed by the company is to achieve good image in market and
solve the problem of Muslim women athletes.
Marketing mix
The use of marketing mic helps to develop best strategy for the company. There is need of
serving the customers with combination of product, price, place and promotion. Marketing mix
in regard to Nike is as follows:

Product: There is wide product range of the Nike. The company deals in footwear, apparel,
equipment, accessories, and services. They formulate products for the sport persons. The
company has developed a new product Pro-Hijab for the women athlete. They have used best
cloth to develop the same so that women do not find it heavy. At the same time there are holes so
that proper breathing can take place. It is necessary to work according to the requirement of
customers and serving their wants effectively (Marinchak, Forrest and Hoanca, 2018). The
products designed by company are of high quality and help to retain the customers.
Price: The company uses value based pricing strategy. It helps the customers to know about
the value of product as per the price. The price of Pro-Hijab of Nike is higher than the same
product offered by the competitors.
Place: It is a multinational company ad serves the needs and wants of global market. The
Pro-Hijab launched by company is for the customers all over the world as per their needs and
wants. Nike uses online platforms to sell their customers as well as they have their offline stores
to sell the products and services.
Promotion: There is key role of promotion in enhancing the sales of a particular product.
The Pro-Hijab launched by the company became so famous and gained market orientation due to
its nature. The online channels and campaigns were used to promote the product.

What advice would you give Nike for developing a marketing plan for the "Pro-Hijab" in the
UK?
It is necessary to raise awareness regarding the product. The right marketing plan is to
spread the information to the target customers so that they are aware about the same. Nike has
launched Pro-Hijab to inspire the girls worldwide to follow their passion for sports. Nike
designed its hijab to solve the performance related problems associated with wearing a
traditional veil during sports. The company must spread this message in UK and target the
athletes of the place (Panchenko and et.al., 2020). The use of social media campaigns will help to
create effective image in the mind of customers and will attract the customers. The use of right
channels of marketing is necessary to launch the product. It is seen that the brand endorsement
from a famous athlete is necessary so that the other players are able to relate and buy the
products. This strategy will help Nike to attract the people of UK and enhance the sales of Pro-
Hijab in the market. The company has to touch the heart of people through promotion and this
will make their work easy and efficient.
CONCLUSION
From the above report, it is concluded that there is need of using best marketing tools in
order to serve the needs and wants of customers. The company has to do efforts to gain market
orientation. The use of marketing mix is also done to form strong marketing strategy. In the end,
the recommendations to launch the product in UK are discussed.

REFERENCES:
Books and Journals
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Kotler and et.al., 2019. Marketing Management: 4th European Edition. Pearson UK.
Marinchak, C.M., Forrest, E. and Hoanca, B., 2018. Artificial intelligence: Redefining marketing
management and the customer experience. International Journal of E-Entrepreneurship
and Innovation (IJEEI), 8(2), pp.14-24.
Martínez-López and et.al., 2020. Industrial marketing management: Bibliometric overview since
its foundation. Industrial Marketing Management, 84, pp.19-38.
Panchenko and et.al., 2020. Energy-efficient innovations: marketing, management and law
supporting.