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NIKE MARKETING STRATEGY

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Nike Marketing Strategy Brittany Cole MKT 345

Nike Marketing Strategy

NIKE MARKETING STRATEGY

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Nike is top of its game right now. It is a leading sports brand, and its huge success is not a wonder. The goals for the marketing campaign include: to utilize a wide range of marketing communication schemes that can take care of the target market of Nike organization with the difference in nationalities, ages, cultures, and genders. Another goal is to apply marketing strategies that would be appropriate with the residents of where the campaign is taking place. There is also the objective of enabling everyone in any part of the world to access several sites to customize products of Nike and Nike shoes. Applying marketing communication that is appropriate and also be cost effective in the programs concerned with marketing is also another goal. The channel I find appropriate to market Nike would be direct to direct consumer channel. This is through spicing up e-commerce sites and opening various stores. The reason as to why the choice of direct to direct consumer is because of various factors. This includes the fact that consumers have been demanding a better experience. With the increase of use of technological techniques such as the use of mobiles and cloud techs the expectations of consumers have continued to increase day by day (Li et al., 2017). Customers have continued to want a smooth and continuous experience. This has proved to be very competitive and keeps on attracting customers and thus better marketing results. Another reason for preferring the direct to customer channel is that it will offer the Nike Company a very good opportunity to build a relationship with the customers. This will help to control the story of the brand and relay the messages to the customers directly. Although this channel puts the relationship between the customers and the Nike Company in an awkward position, it is a very effective one. The third reason is that using direct sales allows the collection of customer data. Massive amount of data is collected through this channel. This will also help to evaluate and understand some customer’s

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behaviors and reactions. Another proper channel would be online marketing. This involves marketing Nike products using web pages. This one gives easy access to anyone at any place. Incorporating one to one marketing will increase the customer’s base value (McDonald, 2016). This refers to being able and willing to change the way one behaves towards a customer based on the communication between a seller or salesperson and the customer. This also depends on what one knows about the customer. The way to incorporate this one to one marketing will involve the following. The first step is to make an identification of the customers. This will consist of the ability to locate and make contact with a good number of Nike customers. It is crucial to get to know the customers and thus the importance of this step. This does not mean knowing just the names but also knowing the behavior and the reactions of customers towards various actions. The next step would be to differentiate the customers of Nike products. Customers have different needs. Differentiating the customers will help to focus the efforts on the main aim which is marketing and therefore gain a lot from the customers that are valuable. Next is establishing an interaction with the customers. Improving the level of interaction with consumers would be very important. Another crucial element of one to one marketing program is improving the efficiency of cost. The last step of the incorporation would be customizing the enterprise’s behavior. All the four steps should considerably overlap for an effective one to one implementation (McDonald, 2016). Unless your customers find value in what you are telling them, any persuasion to buy the products you are marketing would just fail. This shows how important an effective messaging scheme is. The messaging strategy for the direct to direct customer channel would be finding the right context and communicating it in the most appropriate and convincing way (Lancaster & Massingham, 2017). This would involve convincing the customers on the goodness of the Nike

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products. The messaging strategy for the online marketing channel would be posting just the necessary and enough information about Nike products. One to one marketing refers to a type of marketing whereby the person marketing interacts and has direct communication with the consumer of a product. An example is the marketing of Nike products whereby different Nike shoes can be customized differently depending on the customer’s communication with the salesperson. The stage in the consumer buying process that would best lend itself to one-to-one marketing would be the alternatives evaluation stage. Just because a salesperson stands out among other competitors is not enough to make a customer purchase their product. For the customer to purchase a particular salesperson product, the one to one marketing of that particular salesperson would need to be efficient. A one-to-one marketing strategy that would work for the stage of alternatives evaluation would be customizing the products according to the customer’s requirements. This aligns so well with the Nike products because once the Nike shoes are customized in accordance to the customer’s needs, the marketing becomes effective and attracts many other customers (Lancaster & Massingham, 2017).

References

NIKE MARKETING STRATEGY Mcdonald, M. (2016). Strategic marketing planning: theory and practice. In The marketing book (pp. 108-142). Routledge. Li, P., Yang, X., Yang, L. X., Xiong, Q., Wu, Y., & Tang, Y. Y. (2017). Maximizing the overall profit of a word-of-mouth marketing campaign: A modeling study. arXiv preprint arXiv:1704.06920. Lancaster, G., & Massingham, L. (2017). Direct marketing. In Essentials of Marketing Management (pp. 289-307). Routledge.

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