Marketing Strategies for Nike's Pro-Hijab: A Case Study Analysis

This case study examines Nike's marketing strategies for its Pro-Hijab product, focusing on its marketing orientation and the application of various marketing models and theories. The analysis explores the marketing mix elements (product, price, place, promotion, people, process, and physical evidence) and how Nike tailors these to target the Muslim audience. The paper also provides advice for developing a marketing plan for the Pro-Hijab in the UK, emphasizing the importance of understanding customer preferences, applying the STP model (segmentation, targeting, and positioning), and employing innovative pricing and production strategies. The study highlights how Nike aims to capture the market effectively through strong pricing, production strategies, and innovation. The case study also references relevant academic sources to support its findings and recommendations.

CASE STUDY

Table of Contents
Using a range of appropriate marketing models and theories, 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? ............................................................................................................................................4
REFERENCES................................................................................................................................5

MAIN BODY
Using a range of appropriate marketing models and theories, explain how Nike adopts a
marketing orientation in developing "Pro-Hijab".
Marketing mix means those marketing strategies which is used by business organization
to satisfy there needs for accomplishing of goals and objectives more effectively. Nike has been
using the tool of marketing for making clarification done over what to produce, for whom to
produce. It also helps in understanding the company with the needs of customers, promotional
activities, market place and other factors of marketing. Description of marketing mix with the
concept of Nike are as below:
Product: This is based upon tactics which helps upon describing about product to be produced
for meeting needs of target audience (Meng, Sun and Zhao, 2020). Nike in order to attain
clarification over manufacturing “Pro-Hijab” should target Muslim audience in order to
capture market more effectively.
Price: Nike has been using competitive pricing strategy over making price to be determined
over product within market(Khamis and AbRashid, 2018). The strategy works upon making
determination done upon price of product in order to stay head of its competitors. This is
done by increasing price or deceasing price of product.
Place: Nike sells its product not only by setting up premises in market but also by launching
over online platforms like websites, android/apple applications, catalogue, SEO, etc.
Company uses its own personal website for trading products on digital platforms. This
makes “Pro-Hijab” products to be captured area and locality more effectively.
Promotion: Nike uses different type of promotional marketing techniques which includes
traditional marketing, social media marketing, advertisement, PR etc. that helps in
connecting with customers beyond geographical area. This made “Pro-Hijab” establish its
market on large scale by attracting customers.
People: Nike has various working departments within which employees, managers, designer
and web developer that makes product to be attained in market. This is based upon tracking
of sales and make connection possible more effectively over developing of product of “Pro-
Hijab” delivered more effectively.

Process: Nike holds multi process which is includes laboratory, manufacturing and
warehousing. These process leads upon developing product of “Pro-Hijab” to capture large
scale which makes profit earned over product more effectively.
Physical Evidence: Nike just does not has physical appearance as stores and premises but also
has a branding as a manufacturer of sports clothes which has lead over making innovation
developed more effectively. This lead over making operation in relation to “Pro-Hijab”
product introduced more effectively.
These aspects helps in making product to be developed more effectively which has leads
introduction of “Pro-Hijab” outfit. It has brought revolution within market and is able to attract
Muslim women on large scale. This has helped in making Nike making promotion of product
done more effectively. Through using marketing mix model organization like Nike has used
various aspects which makes product to be introduced more effectively within market making
customer base more strong nature. Further, marketing mix model deals with various elements of
product promotion like price, place, product, promotion, people, process and physical evidence.
These elements makes product attain long term sustainability within market.
What advice would you give Nike for developing a marketing plan for the "Pro-Hijab" in the
UK?
Marketing plan means those plan which is used for developing better marketing practices
for an organization(Ramísio and et. al., 2019). Organization like Nike in order to develop market
plan for "Pro-Hijab" product must develop understanding upon customers percentage wearing
such product. The its is required to apply STP model which makes segmenting, targeting and
placing possible for making product expansion done in right direction. Also STP model makes
an organization like Nike understand about market condition more effectively. The model makes
"Pro-Hijab" product used as per its preference and demand within market. This makes Nike
product capture market more effectively. Then organization like Nike required to decide upon
price as per customers need over it. Further, Nike should develop its product with innovation that
makes "Pro-Hijab" product attain popularity within market. Nike through the product "Pro-
Hijab" has helped in making Muslim women take part in sports more frequently. Through
marketing plan strong pricing strategies and production strategies are introduced which makes
product circulation possible within market. Nike has set objectives and goals which has been set
they are achieved with the help of "Pro-Hijab" products. Thus marketing plan leads towards

improving profit and sales of "Pro-Hijab" within local and global market. Marketing plan applied
with marketing tool and techniques makes product become more popular.
REFERENCES
Books and Journals
Nilawar, A.P. and Waikar, M.L., 2019. Impacts of climate change on streamflow and sediment
concentration under RCP 4.5 and 8.5: A case study in Purna river basin, India. Science of
the total environment, 650, pp.2685-2696.
Meng, L., Sun, Y. and Zhao, S., 2020. Comparing the spatial and temporal dynamics of urban
expansion in Guangzhou and Shenzhen from 1975 to 2015: A case study of pioneer cities
in China’s rapid urbanization. Land Use Policy, 97, p.104753
Khamis, F.M. and AbRashid, R., 2018. Service quality and customer’s satisfaction in Tanzania’s
Islamic banks: A case study at People’s Bank of Zanzibar (PBZ). Journal of Islamic
Marketing, 9(4), pp.884-900.
Ramísio, P.J and et. al., 2019. Sustainability Strategy in Higher Education Institutions: Lessons
learned from a nine-year case study. Journal of Cleaner Production, 222, pp.300-309.