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Business & Marketing
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Topic:
Analysis of Nike Global Brand and Technology
Other (Not Listed) Instructions:
Learning Outcomes:
On completion of this assessment, the student will be able to:
- Demonstrate an understanding of the digital marketing environment, tools and techniques.
- Make strategic digital marketing recommendations and decisions
- Competently devise a digital marketing communications plan addressing specific communications issues and targeting a specific market.
- Creatively apply problem solving skills to specific issues facing the focal brand.
Weighting: 45%.
The Task:
You are required (in groups) to select and analyze a consumer brand, present an audit of their digital position and your strategic recommendations (section A); then develop a digital marketing communications campaign (section B) to address the objectives identified.
- First, form a team: the project should be completed in groups of 4 or 5
- Secondly, select a brand which targets the Irish consumer market that you believe has potential or has been under-supported - small and medium sized companies can foster creativity - focus on one product or brand.
- You should sign in as a group on webcourses, and advise me of your brand / Company choice during week 3.
Guidance will be provided during the module on your progress, and to address any challenges the groups are facing. You should therefore ensure that you attend class, and make use of this opportunity for formative feedback.
- Brand digital audit (Situation analysis) – 15%:
- Review the SOSTAC model.
- Analyze and critique the company’s current digital marketing situation.
- Audit (and introduce) the brand, its website, other online presence and digital Marketing Communications activities.
- Propose a revised target market (persona), positioning (OVP).
- Objectives: Then propose objectives for your campaign (they should be SMART specific, measurable etc, - you will need to make some assumptions, but document and justify them). The 5 ‘S’ objectives may be useful to you.
- Digital Marketing Communications Campaign – 30%:
Prepare a detailed campaign and implementation plan in report format, with the aim of achieving the objectives you decided on above. Evidence of problem solving, brainstorming and researching alternative tools is expected.
- Tactics: Determine the e-marketing mix to achieve your stated objectives, your overall digital campaign outline.
- Marketing Communications: develop a creative implementation plan:
i. Create messages: make detailed recommendations for the campaign, and include visuals - ensure you clarify which elements are your own ideas, and which are inspired by others.
ii. Select online media and vehicles, and plan the implementation of your campaign: discuss how each element will be implemented. Media and vehicle plan for all activity should be included and scheduled. Examples of your planned posts, advertising etc should be included.
- Actions and Control: Identify responsibilities, resources and skills.
Identify and propose key performance indicators to be monitored
Other (Not Listed) Sample Content Preview:
Analysis of Nike Global Brand
Name
Institutional Affiliation
Table of Contents
Introduction to Nike Brand. 3
Brand Digital Audit (Situation analysis) 3
Review of SOSTAC model. 3
Situation Analysis. 4
Objectives. 4
Strategies. 5
Tactics. 5
Actions. 5
Control 5
Nike’s current digital marketing situation. 6
Nike’s Website, Social media presence, and digital marketing communication activities. 6
Nike’s revised target market (Persona) and online value positioning. 7
Proposed 5S objectives for Nike online campaign. 7
Nike Digital Marketing Communications Campaign. 8
Nike’s proposed e-marketing mix. 8
E-Place. 9
E-Product 10
E-price. 11
E-Promotions. 11
Nike Marketing Communications Plan. 12
Content Marketing. 12
Instagram.. 12
Nike Marketing on Facebook. 13
Nike on marketing campaign on Twitter 14
Actions. 14
Serve action plan. 15
Control 16
Responsibilities and skills for a social media specialist 16
Key performance indicators from social media campaigns. 17
Recommendations and Conclusion. 17
References. 18
List of Figures
Figure 1Smith's Control process in e-marketing. 6
Figure 2. Nike shoe from the Company's website. 7
Figure 3. E-marketing mix for Nike Inc. 10
Figure 4. Digital Marketing Radar 11
Figure 5. Nike's Wheel of fortune. 12
Figure 6. Sample content motivational Story for Nike. 14
Figure 7. Nike New Media Campaign on Facebook. 14
Figure 8. Nike's inspirational media content on Twitter 15
Figure 9. Sample KPI for Twitter 17
List of Tables
Table 1. SWOT Analysis of Nike Inc. 5
Table 2. Proposed 5S Objectives for Nike Inc. 8
Table 3. Action Plan for the next twelve months. 16
Table 4. KPI Metrics for media campaign for Nike Inc. 17
Abstract
Technology has had a significant impact on business transactions, marketing, and successful competition at the global level. Many businesses are remodeling their operations to cope with competition while at the same time striving to increase their market share. Nike Company is one of the companies that has navigated the forces of global competition by successfully employing digital marketing, even though there are areas that needs to be changed for the firm to maintain its relevance in the global market. Digital marketing has significant advantages over traditional marketing strategies as it allows the firm to engage global consumers over the internet. This paper reviews how Nike Company has applied the SOSTAC model in its operations and creates a digital marketing communication campaign for the company with the goal of increasing sales and magnifying revenue generation.
Introduction to Nike Brand
Nike Inc. was founded in 1964 as Blue Ribbon sports by Bill Bowerman and Phil Knight, Bowerman’s former student (Nike Inc., 2019). The first brand to be launched was the Nikr shoe brand in 1972, before it was renamed Nike Inc. in 1978 and went public in 1980. The company started expanding its operations after going public and increased its presence to the global scale through mergers and acquisitions. Some of the businesses acquired include Cole Haan in 1988, Canstar Sports in 1994, and Umbro in 2008 (About Inc., 2019). Ever since, the company has diversified its operations through launching of parallel products in sporting and gaming activities. In late 1990s, the company started selling sporting technological equipment such as electrionic heart rate monitors and altitude compasses. The company is headquartered in Beaveron, Oregon CA.
Brand Digital Audit (Situation analysis)
This section reviews Nike’s current position in the market compared to its competitors. It is a thorough examination of how Nike is performing in the utilization of digital platforms when interacting with its clients and potential clients. According to Smart Insights (2019), brand digital auditing is essential as it helps the firm understand its strengths and weakness, evaluate customer perceptions, and prepare how o meet those needs and prospects. This analysis is examined in five steps below.
Review of SOSTAC model.
SOSTAC model was coined by Paul Smith in 1964 and has found significant application in online marketing in the recent past. The model focuses on six basic principles of marketing by asking simple questions which when evaluated, can help the business to plan and make the best out of the market (Alvyi, 2017). The model simplifies marketing planning by analyzing the firm’s position in the market. The diagram below is a visual representation of the SOSTAC model.
Smith's SOSTAC Model for Planning
Situation Analysis
Lake (2018) defines situation analysis as the strategic process of collecting past data on both internal and external forces that affect the business and analyzing the data to use it for informed decision-making process. Nike Inc. has been in the industry for a while, and an analysis of its current situation may have a significant impact on the success of the business. Situational analysis helps the firm to identify and address the internal and external factors that impacts the business operations. Situational analysis is abbreviated as SWOT analysis. The table below summarizes the SWOT analysis of Nike Inc.
Table 1. SWOT Analysis of Nike Inc.
Strengths |
Weaknesses |
Strong brand image. Nike has spent time building its brand which is currently present in all countries of the world |
Overdependence on the United States as the primary market. The company can lose its share if other brands emerge in the U.S. |
Global presence. Nike is a global brand present in all countries. The company can capitalize on its global presence to increase the volume of sales. |
Overdependence on footwear as the primary brand. The company should diversify further by investing in parallel products. |
Financial strength. Nike has diversified its lines of production that has enhanced increase in revenue generation |
Retail selling strategy. Retailers tend to sell products from competitors as well, which increases the volume of sale. |
Large and well managed supply chain. The company has a systematic and strategically organized supply chain. This ensures that the company channels its revenue properly for efficient operation in the market. |
Increasing overhead expenses in marketing. The company endures overhead expenses as it attempts to maintain its brand and retain its global position |
Opportunities |
Threats |
Digitization in the ecommerce market. The company can further take advantage of emerging technologies to digitize its operations and overcome competition |
Threats of new entrants in the industry. The footwear industry keeps growing, attracting new entrants |
International expansion. Nike could still increase its global presence by expanding into remote areas to increase its revenue. |
Different countries have different regulations that affect revenue collection and business growth. Flexibilities in currencies also affect the company’s profitability. |
Acquisition. Nike could consider partnerships and acquisitions to overcome stiff competition in the market. |
Surging expenses for running businesses at the global level. This reduces revenue margins |
Opportunities for marketing such as World Cup and premier league games. The company could use these avenues to market its brand. |
Changing consumer tastes and preferences. It becomes nearly impossible for the firm to meet consumer expectations. |
Objectives
The second element in the SOSTAC model is the objectives. As indicated in the diagram, this stage asks the question “Where do we want to be?” Kaur, Pathak, and Kaur (2015) define explain that the objectives must meet the SMART criterion. The objectives have to be specific, measurable, achievable, realistic, and time-based. Nike’s objectives can also meet the 5’s criterion. The five objectives are:
Sell: Increase sales with the goal of increasing revenue generation.
Serve: Add value to the business and the community at large
Speak: To get close to clients and increase contact through understanding them
Save: To reduce the costs incurred by the business
Sizzle: To extend and expand the brand
Strategies
Strategies are the actions that the company takes to meet its objectives for future operations. Strategies act as a path or a compass for realizing the goals. The strategies should be business-oriented. Some of the strategies that Nike Inc. could take into consideration include corporate strategies, operational strategies, and the functional strategies. Strategies answer the question: “How do we get there?”
Tactics
Tactics are short-term actions that the business takes to meet its long-term goals. Tactics magnify the strategies. Tactics have to be specific and clear to contribute to the realization of long-term objectives.
Actions
Actions are needed to implement the tactics and strategies. They are steps that the firm takes to fulfill long-term strategies. Actions should have high precision to minimize the risk of failure.
Control
Once the business has set the strategies and actions, control is necessary to limit overspending and other actions that may impact the success of the firm. Smith summarized the control process in e-marketing in the figure below.
Figure 1Smith's Control process in e-marketing
Nike’s current digital marketing situation
Nike has made five significant moves in the process of digitizing and implementing its marketing strategies. According to Erkilic (2018), Nike has mainly implemented its e-marketing strategies through ads. The ads are brilliantly designed to appeal to the emotion of the buyer to the extent that one can make an impulsive purchase. Nike has also focused on creating appealing taglines in its stories that appeal to its customer base. The stories are brief but with content and meaning with the goal of increasing customer involvement while at the same time indirectly marketing to potential clients.
Nike has incorporated different distribution strategies to reach different audiences and clients. Currently, the firm has an online presence enhanced through digital marketing platforms such as social networking sites, e-mail marketing, e-marketing over its website, and supermarket stores. The firm has also made its products readily available in retail stores worldwide for consumers to access them. In the online stores, the products are placed strategically on the site that makes it easy to navigate. Additionally, it the shoes are placed in three dimentional view to appeal to the emotion of the viewer. Some ads indicate the quality of the shoes and how the company has made them strategically for the audience. The figure below indicates a show from Nike website.
Figure 2. Nike shoe from the Company's website
Source: Nike 2019
Nike’s Website, Social media presence, and digital marketing communication activities
Nike Inc. uses its website mainly for marketing and advertising to its current and potential consumers. In social media platforms such as Facebook, Instagram, Twitter, and WeChat, the company posts videos and photos new stories, its new partnerships, and what it intends to do when reaching out to its customers. The company is, however, more active on Instagram and Facebook compared to Twitter and WeChat. The last post on Twitter was on 24 Feb. 2019 while the last one on WeChat was on 22nd Feb. 2019. Nike has more than seven million followers on Facebook and instagram. The last post on Instagram received three thousand two hundred likes, while the last post on Twitter had nine hundred retweets. Nike uses its social media platforms to communicate and advertise upcoming events with its partners. For instance, whenever there is a gaming event involving one of its partners or promoters, the fans can simply turn to its instagram and Facebook pages for live coverage of events.
Nike’s revised target market (Persona) and online value positioning
Personas are specific attributes that stand out in a given target audience. Nike has been marketing to athletes and sports men for ages, but it could revise its target audience to target specific consumers in the market. A key focus could be to revise its target market by focusing on parents of three-year-olds who are interested in the company’s products. Another key focus area could be to create a web persona. Smart Insights (2019) defines web persona as a summary of characteristics, needs, and motivations of web users depending on their online activities. Search engine optimization (SEO) tools could be useful in creating a web persona. SEOs help classify the online page visitor by tracking the behavior of the visitor including activities such as the sites visited most and why the visitor clicked on a given ad. The information can then be used to make decisions on how to market to that particular client.
Smart Insights (2014) defines online value proposition (OVP) as the strategy of communicating to online visitors about the business and what makes it stand out different from others. The OVP answers the question of who we are, what we offer, and why us. The core brand of Nike is one that targets athletes, and it is communicated on the company’s website. However, the design is not created to repel non-athletes. Images on the site are strategically placed with a range of options on the site. Whenever a client makes a click on one of the active links, the page loads to other available products in the market for the client to choose. Prices are also included, with the cheapest first.
OVP is not only about marketing. Nike’s OVP also communicates social responsibility of the business. When navigating the site, one will notice news stories about how the company has invested in green environment and its concern on the environment. When navigating through the company’s Facebook pages and Twitter handles, one notices that the company updates news stories about its activities and how it is nurturing talents through partnerships. The goal of the business is to reach out to as many audiences as possible by marketing directly and indirectly over its social media pages and handles.
Proposed 5S objectives for Nike online campaign
Table 2. Proposed 5S Objectives for Nike Inc.
S |
Typical objective for Nike |
How it will be achieved |
Sell-Grow sales |
To increase sales by twenty percent by March 2020 |
Acquire and retain customers by increasing their experience and pushing the product to them |
Serve-Add value |
Increase the number of clients interacting with the company online by 5% each week |
Engage social media users online and give them a positive experience by making them understand the importance of the brand |
Speak-get close to clients |
Increase the number of visitors to Nike’s website by 3% each week. |
Encourage online social media users to share their experience with the brand and whether they could recommend to someone, generate and share content about the brand |
Save-Reduce costs |
Reduce the costs of direct marketing by 20% by March 2020 |
Increase the utilization of online communication such as email marketing, direct messages with clients on Facebook, posting and sharing Ads |
Sizzle: Extend Nike brand online |
Improve online brand awareness by 3% ea... Updated on Get the Whole Paper!
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