marketing 420

Nike marketing strategies use selling ideas before selling products strategy. This strategy entails reaching the emotions of its clients and customers.

Price

The prices of the products vary from one product to another. Nike air force pricing uses a competitive pricing approach to keep their product's price stable. Nike also uses cost-based and value-based pricing to ensure a high-quality product at an accessible price.

Place

The Nike Company has stores and distributors in over 170 countries. Also, through e-commerce and retailers, it allows the shoes and products to be distributed worldwide.

Promotion

The brand uses electronic media and athletes as brand ambassadors. Through the social media platform, it allows access to a larger audience. The print advertisements for marketing purposes. The media, both print and broadcast, as well as social media, are all important. They usually use a sportsperson or an athlete to promote their goods in advertisements. They also use commercials and celebrity billboards to attract targeted clients' attention. They also participate in a variety of sponsorships for events and social activities to promote their brand.

Marketing Campaign

Storytelling

The campaigns build meaningful stories and taglines. By building meaningful stories, Nike can create a loyal fan base. Through emotional branding, Nike can influence and evoke the feelings of the consumers. This ensures that the products have a meaningful message to the consumers. The narrative entails the story of a hero who overcomes hardships and fights to become a winner. The trademark 'Just do it' denotes the story and the ability of the hero to fight and win despite the hardships.

The stories are motivational and encourage the consumers to achieve their goals and also be successful. The stories are often inspirational and evoke the consumer's feelings; hence the consumer creates a meaningful relationship with the products and the brand (Nayak, 2017)

The stories are not only informative but also push a customer and client into taking action.

The campaign utilizes professional athletes.

The campaign often relates to current events and reflects the company’s mission, vision and social values.

Nike Airforce campaign will be a campaign to celebrate the nurse's doctor and health practitioners who are at the frontline in ensuring better health for the community and the people. The campaign aims at celebrating the health practitioners as the providers of health care in society and the community.

The marketing campaign will use a video commercial on YouTube and Facebook, and the campaign will include doctors, nurses, physicians and other health care providers. The video will mention that the money from the Nike air force campaign will be used for charity and the protection and care tools for the medical staff in the community.

The marketing campaign will work as people tend to support and buy products from the brand that make donations and are also socially responsive. YouTube and Facebook will be used as the major social media and digital platform as it has more views and allows the reaching to both local and international audience.

Evaluating Nike’s Digital Strategies

Nikes social media usage

Facebook, Instagram, Twitter, YouTube, Pinterest, Linked In, Nike Alps has over 300 profiles across all digital platforms.

Strengths

Facebook

Nike has a large following on Facebook with about 2.2 Billion followers

Instagram

Instagram has a total of 165 Million followers

The total number of followers is about 1 billion followers across its different Instagram pages.

They are many posts that contain the trademark and tagline #JustDoIt

Different policies for different lines.

Weaknesses

Twitter

Nike has 8 million followers on Twitter, and the brand needs to utilize Twitter as Twitter is growing and becoming more popular.

YouTube 1.25 million followers

Nike has 15 YouTube channels and has the least amount of interaction.

Digital strategy evaluation

Nike is consistent across all digital platforms.

The use of hashtags enables to drive the campaign and reach a larger audience.

The use of professional athletes as brand ambassadors allows the brand to reach a large audience accords different platforms.

Brand indicators such as the Nike Reinforce 1.

Threats

Competitiveness from other brands.

Campaign Goals

The campaign aims at achieving the short term and long term goals of the company.

The campaign aims at inspiring and motivating its consumers to achieve and take actions that expand human potential.

Increase sales and profit; through the campaign, the company will reach a larger audience, hence increasing sales and generating more profit.

The goals should align with the vision and mission of the company.

Budget

References

Nayak, T. (2017). " Just Do It"@ Ad Campaign: The Case of Nike Inc. Globsyn Management Journal, 11.

Orosová, S. Social Media Marketing Strategies of Nike in Different Parts of the World-Dubai, Hong Kong and New York.

Salazar, G., Mills, M., & Veríssimo, D. (2019). Qualitative impact evaluation of a social marketing campaign for conservation. Conservation Biology, 33(3), 634-644.