Marketing Strategies of Nike in the UK: A Comprehensive Report

This report provides a comprehensive analysis of Nike's marketing strategies in the UK, examining various promotional tactics employed by the company. The report delves into different advertising methods, including display ads, print media, broadcasting, and internet advertising, highlighting their effectiveness in reaching target audiences. It also explores selling promotions like discounts, BOGOF offers, and time-limited deals, and direct marketing approaches such as email campaigns and app integrations. Furthermore, the report investigates personal selling techniques, public relations strategies, and digital marketing initiatives, including social media campaigns. The report also discusses the application of marketing models like AIDA and push/pull strategies to understand Nike's approach to customer engagement and brand promotion. Through this analysis, the report aims to provide insights into how Nike effectively manages its marketing portfolio to enhance brand awareness, customer loyalty, and sales performance in the UK market.

Running head: STRATEGIC MARKETING OF NIKE, UK
Strategic marketing of Nike, UK
Name of the student:
Name of the university:
Author note:

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Table of Contents
Introduction..............................................................................................................................3
Task One...................................................................................................................................4
1. Advertisements.....................................................................................................................4
1.1 Display and posters........................................................................................................4
1.2 Print / newspapers, magazines......................................................................................6
1.3 Broadcasting...................................................................................................................7
1.4 Ambient or steps on the floor...................................................................................7
1.5. Internet advert...............................................................................................................7
2. Selling promotion.............................................................................................................8
2.1. Money off/ discounts/ cash back...............................................................................8
2.2. BOGOF.......................................................................................................................9
2.3. Time- limited offers...................................................................................................9
2.4. 3 for 2..........................................................................................................................9
2.5. Buy now, pay later...................................................................................................10
3. Direct marketing.........................................................................................................10
3.1. Emails.......................................................................................................................11
3.2. Apps..............................................................................................................................11
3.3. Points collections......................................................................................................12
4. Personal selling...............................................................................................................12
4.1. Picture of consultant in the store...........................................................................12

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5. Public relationship......................................................................................................13
5.1. Speeches....................................................................................................................13
5.2. Events........................................................................................................................13
5.3. Community relation activities................................................................................14
5.4. Sponsorship..............................................................................................................15
5.5. Charity work or environmental help.....................................................................15
6. Digital commis.............................................................................................................15
6.1. Search.......................................................................................................................15
6.2. Instagram.................................................................................................................16
6.3 Facebook.......................................................................................................................16
6.4 Tweeter..........................................................................................................................17
6.5 Linkedln........................................................................................................................17
Company’s marketing approach......................................................................................17
Task two Promotional mix portfolio....................................................................................19
1. Model one: AIDA...............................................................................................................19
1.1 Definition.......................................................................................................................19
1.2 Diagram explaining the theory...................................................................................19
1.3 Application to the company.........................................................................................20
1.4 Effectiveness of these tactics........................................................................................21
1.5 Critical appraisal of the theory to marketing reality................................................21
Model 2: Push and pull strategies.........................................................................................23

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2.1 Definition.......................................................................................................................23
2.2 Diagrammatic explanation of the model....................................................................23
2.3 Application of the theory to the company..................................................................24
2.4 Effectiveness of these tactics........................................................................................24
2.5 Critical appraisal of the theory to marketing reality................................................25
References................................................................................................................................26

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Introduction
The report is prepared to discuss about the development of a marketing portfolio
considering the business organisation named Nike in United Kingdom. I have been appointed
as the Marketing Consultant at Nike and thus have been assigned with the tasks of managing
the various promotional tactics and procedures required to keep customers engaged, aware
and also influence their buying behaviours largely (Baker 2014). Moreover, it has also been
found that application of various promotional policies and approaches could raise the level of
awareness among people, thereby, ensure keeping them encouraged and motivated as a
whole. There will be inclusion of various promotional activities such as the management of
advertisements on billboards, newspapers, televisions, magazines and also on the digital
platforms such as the websites and social media platforms (Chaffey and Ellis-Chadwick
2019). There are various other ways of making the promotional activities successful such as
the use of various models such as the AIDA model, Push and pull strategy, which could allow
the company Nike to attain new heights of success by making people engaged and motivated
as a whole. This can not only improve the process of communication, but will also make
people inclined towards the specific brand because of the great marketing techniques and also
form a loyal customer base for the company (Mandal and Joshi 2017).
As the marketing consultant of the organisation, I have made sure to use the right
knowledge and skills to understand the marketing solutions effectively while at the same
time, gain a bigger picture of the promotional techniques and procedures, furthermore, ensure
attraction and retention of the customers in a tactical manner. Nike Inc. is a major
multinational company that has been specialised in the designing, development,
manufacturing, production and marketing of business services and functions all over the
world (Perreault 2018). The company sells footwear items, apparel items, various equipment,
accessories and various other services that have been aimed at satisfying the needs and

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preferences of the customers largely. The company’s shoes, apparel items and other items are
the main items delivered by Nike, which has made it generate a revenue of more than US$
36.39 billion and there are over 73100 employees working at the organisation at present. John
Donahoe has been the CEO of the company and his extensive leadership skills, knowledge
and capacity have helped in moving in the right direction while even guiding the employees
towards a shared vision and while achieving the business goals and objectives effectively.
The “Just Do it” logo further enhanced the brand’s recognition ability, which has also helped
in keeping the customers inclined towards the brand, furthermore, ensure keeping customers
aware of the products and services delivered (Proctor 2014). The report will present us an
idea about how the company has managed to carry out the promotional activities with the
help of managing the displays, posters, advertisements and also by broadcasting those with
the help of information and messages through radios, televisions and also through social
media platforms (Nike.com 2020).
Task One
1. Advertisements
1.1 Display and posters
Nike has often displayed adverts on the buses, billboards, magazines, newspapers and
even placed the tagline or trademark in the form of pictures or logos in hoardings that could
easily be viewed by the people. Not only this, but also Nike has been known for its best
commercials and promotional activities, which came into limelight as soon as the brand
image and reputation increased with time much more comprehensively (Armstrong et al.
2018). Though there are both apparel as well as sports goods and services made available by
Nike, still the market could be broad and thus the primary targets of Nike have been the
people aged between 15 to 40 years. As, both the men and women athletes have been

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targeted, so focus has also been placed on the teenagers and mature men and women s as to
develop a long term brand loyalty and ensure that consistent purchases are made by the
consumers (Dixon et al. 2015).

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1.2 Print / newspapers, magazines
The prints managed by Nike are quite innovative and it serves the purpose of
promotions and advertising. With the shoes manly targeted at the athletes, the company has
partnered with various games of football, cricket and even basketball by aligning the prints
with those sports activities. The pictures and images of the shoes and also athletes playing
their respective sports by using the shoes have been displayed in the newspapers and
magazines, which also grabbed the attention of many people and encouraged them to make
purchases too (Baltes 2015).

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1.3 Broadcasting
The broadcasting of advertisements and Nike commercials have helped in making
customers look at the brand while viewing the commercials on the televisions and internet,
which could also be considered as an effective way to market its products and arouse interest
among them. Videos on YouTube also made many people engaged and remain loyal to the
brand effectively (Nike.com 2020).
1.4 Ambient or steps on the floor
The steps on the floor by Nike is a situational based marketing approach to promote
the brand aspects as well as the products and services. It has been represented in the form of
the soft cushioned and air cushioning shoes that are made available to protect the body as
well as allow the athletes to perform harder while gaining the best level of comfort
(Westwood 2013). Moreover, the stepping into the dance floor has allowed the customers to
try out dance steps while wearing the shoes, which could give a proper justification to the
brand’s ability to represent steps on the floor. In certain situations, this has tend to be
effective for drawing in enough customers and generate positive mind sets among them that
their needs are being taken care of (Peck et al. 2013).
1.5. Internet advert
The digital marketing has always been a success and Nike has utilised this
opportunity properly by inducing the emotions of customers through formation of emotional
bonding. Nike has done it by making sure that the advertisements are shown on the internet
platforms such as social media platforms and also on various online shopping platforms. The
development of right content and tagline of the products made those more attractive and due
to this, a string brand portfolio has been managed for attracting new customers and retain the
existing ones (Chaffey and Smith 2017).

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While introducing a new running show, the rich digital campaign of “Epic React” was
campaigned, which has been hosted across various platforms including the mobile, social
networks and also website management.
2. Selling promotion
2.1. Money off/ discounts/ cash back
Nike has often offered good amounts of discounts and also money back offers, where
the customers, once pay for the specific product could get a minimum cash back of the
amount acquired on the basis of 40 percent of the actual amount of the product. The
customers were also offered with additional coupons for the purchases made, which have
enabled them to gain points that could deduce a respective charge or amount from the
purchase to be made next time (Chaffey et al. 2013).

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2.2. BOGOF
To cater to the extensive needs of clients and also meet their changing demands and
expectations, the company has introduced the Nike BOGOF Triax Analogue super sports
Cross training watches that match the athletic lifestyles and behaviours of the clients. This
has not only increased the range of products for Nike, but has also created high level of
awareness among the customers regarding the brand, which acted as good marketing
technique too (Chanthinok ET AL. 2015).
2.3. Time- limited offers
The time limited offers are also similar to flash sales where Nike has provided a
significant amount of time for the customers in every week, where the customers could get
additional discounts while purchasing the product in that specific time period.
2.4. 3 for 2
Nike’s 3 for 2 means that when the customer make purchases, they could get three
items at a price of 2. This is an effective marketing technique, which allows customers to
make purchase of more than one item. For example, if a customer is getting a shoe or
clothing item at a price of $50 and there is an option of 3 for 2, i.e., 3 items for $100, then

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their mind set often tend to change as the would be able to buy more at a lesser price. Thus,
the sales would increase and Company would make profits (Miles 2013).
2.5. Buy now, pay later
There are few platforms where the products are made available, especially the online
platforms and so it has created greater accessibility for the customers. The customers could
buy the product at that time only without requiring to pay the amount at that time, which
could be paid afterwards or by interest free instalments, i.e., EMI.
3. Direct marketing
Nike has made sure to facilitate the direct marketing so as to manage distribution,
differentiation as well as improve communication as part of the promotional activities. It has
not only improved the memberships, but also has enhanced the performance of
personalisation efforts (Didner 2014). The Nike Fit app has allowed the customers to select
their suitable size of shoes by just sitting at home with the help of using the customer’s Nike
profile, which has also strengthened the relationship between business and its customers
(Nike.com 2020).