Assessment Task 2: - Skill test

Template 1: Task requirements

Task requirements (200-300 words )
Nike Need for marketing activities
This includes conducting surveys and speaking with customers to learn about their
product preferences as
well as their personal and professional challenges.
You can tailor your messaging to emphasize how the product or service assists your
target audience in
overcoming obstacles or how it provides unique benefits to customers.
Effective market research can also tell you where your customers prefer to shop or
get their content,
allowing you to advertise on the platforms they are most likely to visit.
Nike Profile of the market segment
The buyer's journey describes the various stages a customer goes through when deciding to
buy a product.
For example, if a website visitor fills out your online form, you can add them to a sales lead
list. This enables
you to reach out to them with marketing materials and messaging tailored to this stage of
their purchasing
process.
Nike's segmentation includes professional athletes, sportsmen, and people who want to
live a sporty or
healthy lifestyle. This market has potential, and consumers should be serious about making a
purchase.
If you can identify one or two characteristics of your products that distinguish them
from others on the
market, you are halfway to success. Nike's owners did declare the brand's shoes'
uniqueness with three
points, allowing customers to easily decide whether to buy Nike shoes or find another brand.
Demographics segmentation
: Nike has segmented an age and gender group, which means that it has
products that cater to both male and female customers aged 15 to 55.
Psychographics and behavioral segmentation
: Nike uses this segmentation to determine why customers
need its products, as well as their interests and purchasing habits. So, in this regard,
Nike segments its
market as follows: • Athletic or sports oriented • Live an active lifestyle (interest in fitness
and exercise for
recreation)
Active way of life (interest in fitness and exercise for recreation) Geographic
segmentation: Nike has
segmentation in place to serve its target customers all over the world. It has major
markets in the United
States, Asia-Pacific Europe, and Africa, but it has a long-term goal of catering to markets
in other countries
such as North America, China, Japan, and the Middle East, among others Nike Positioning
and market mix for each target segment
Nike is the second brand most popular around the world.
The stronger the brand, the faster people can associate it with a distinguishing feature
or product
Nike has a distinct identity as a sportswear brand, which it has built over time
through
multifaceted
marketing strategies. However, there is one element that plays a critical role behind all
of them, and that is
product positioning.
Nike has positioned itself as a leader in sports goods in the minds of its target
customers.
It has created
products that cater to its niche market, including all sports-related products. Its slogan "Just
do it" has inspired
and encouraged target customers to purchase the product, making it a major
competitor in the athlete
industry.
Its positioning statement is, For every serious athlete, Nike provides perfect shoe or
sports products that
provide confidence for every sport activity.
Nike Positioning techniques:
• Improving consumers' athletic lifestyle or fantasy.
• Appealing style and demeanor.
• Markets itself as a high-end brand with well-designed products.
• Attractive product quality and value.
Nike sells a wide variety of products, including shoes, clothing, and equipment. These are
currently the most
popular product categories, with all of these products being clothing and sports equipment
(Marketing mix of
Nike). Nike's initial product was running shoes.
Apart from that, it currently offers products in athletics, baseball, ice hockey, tennis,
soccer, lacrosse, and
basketball, as well as a wide range of sports products such as cricket shoes, shirts, and shorts
NIKE Outcomes expected from marketing activities.
Nike's Global Marketing Strategy: Nike employs Customer Value-Driven Marketing. It
adds value to
customers and emotionally connects with them. It employs emotional branding, which
enables them
to easily connect with their customers.
Nike heavily relies on advertising to promote their products, particularly those starring
high-profile
athletes and celebrities. Furthermore, Nike employs sales promotion strategies such as
discount
codes to entice potential customers to purchase their products.

Template 2: Evaluation of marketing activities

Evaluation of marketing activities (200-300 words )
Marketing practices/activities of Nike
The design, development, and global marketing and sale of athletic footwear,
apparel, equipment,
accessories, and services is a business activity. NIKE is the world's largest seller of
athletic footwear and
apparel.
Market research.
Select the Customer Segment market.
Select product and services.
Market activity #4: Build Customer Experience.
Market activity #5: Set Product distribution channels.
Market activity #6: Promotional.

RESULTS MARKETING STRATEGIES:

Advertising Nike's
Advertising goal is to have the greatest possible impact on large populations of the target
audience. These advertisements are typically costly. However, if a strong brand image of Nike
products is successfully applied, the rewards and high demand can be realized. Nike employs
celebrities to represent the product to the client or ideal user. Nike's products were previously
promoted by extremely well-known individuals such as professional athletes.
Public Relations:
Nike rarely used public relations as part of its marketing communication mix or IMC
strategy. To deal with social issues, the company relies on workshops and green
technology, as well as public relations. Nike may use similar charity events and public
relations activities as a sponsor in some cases.
Social Media:
Nike is one of the world's most recognizable brands, so it's no surprise that it's been widely
publicized on social media. There are high hopes for this IMC strategy, but the budget for
social content is large. Nike, as a sports brand, may use social media to generate buzz,
which is important. Nike may increase its social media IMC strategy, particularly for
new technology-based or current products, to align with customers' preferred method
of receiving promotions. Individual Selling
Nike has in-store personal sales efforts for this IMC strategy. Customers can get help from
store employees to learn more about the company's products and purchase them. In
some cases, sales personnel assist customers in locating the appropriate products to
promote the Nike Company through personalized service. Promotional Sales Nike's sales
promotions include coupons and special offers to specific customers. The characteristics
of these products and their benefits can be as follows: discount coupons allow
customers to save money, special offers allow customers to try new things, and
showing sales promotions allows customers to be motivated. Marketing Direct
Nike promotes new products to the target market through direct marketing. These new
products are usually heavily advertised. To make a bigger impact, the company
employs salespeople to approach specific organizations or individuals in target market
segments. Nike approaches college sport organizations to promote its products. Nike's
marketing communications mix includes direct marketing to strengthen
relationships with target customers and encourage them to buy the company's products.
Evaluation of marketing practices against the industry trends and activity.
competitive
Determine the effectiveness of existing marketing activities based on the analysis of
marketing practices against the industry trends and competitive activity.
Marketing effectiveness is measured by the amount of revenue generated by a campaign in
the short and long term, as well as how well the company's customer acquisition costs are
reduced during that campaign. A good customer data platform can help your marketing
efforts. Nike engages its customers through social media. It has an excellent video
marketing strategy that it employs to promote new products, reach out to customers
worldwide, and engage them in order to increase loyalty. Nike heavily relies on
advertising to promote their products, particularly those starring high-profile athletes
and celebrities. Nike also employs sales promotion strategies such as discount codes to
entice potential customers to purchase their products.
 Template 3: Action plan (Marketing activity 1)

Action plan (Marketing activity 2)

Four (4) Steps to implement Resources and Timeframe Costs
activities to be each activity. responsibilities.
implemented.
Nike customer Implement a good TRAINING EVERY DAY $ 3500
Implement a good customer service. COSTUMER SERVICE
services need STAFF REWARDS
STAFF GOALD AND OBJECTIVES
Digitally survey Review the professional survey CHECK THE CORRECT EMAILS MONTHLY $ 2300
audience Implement new digital REVIEW THE EMAILS SEND it.
attractive.
Be open with the inclusion and
the respect to everyone
Efficient social media engagement Marketing area needs to review CHECK THE FOLLOWERS. EVERY WEEK $ 2000
the media outcomes. REVIEW THE METRICS
Implement new networks. REVIEW THE LIKES AND THE
Update the website. VISITORS PER DAY.
Technological innovations Be participative during the INVOLVE THE STAFF WITH NEW EVERY WEEK $ 890
meetings IDEAS.
Create a formal way to DEVELOP PROJECT FOR THE
implement technology actions. COMPANY INNOVATION.
Review the issues with the REVIEW THE ISSUES AND
support manager. IMPLEMENT TECHNOLOGY
SOLUTIONS WITH THE
INNOVATION.

Template 4: Action plan (Marketing activity 2)

Action plan (Marketing activity 2)

Four (4) Steps to implement Resources and Timeframe Costs
activities to be each activity. responsibilities.
implemented.
Nike customer Implement a good TRAINING EVERY DAY $ 3500
Implement a good customer service. COSTUMER SERVICE
services needs STAFF REWARDS
STAFF GOALD AND OBJECTIVES
Digitally survey Review the professional survey CHECK THE CORRECT EMAILS MONTHLY $ 2300
audience Implement new digital REVIEW THE EMAILS SEND it.
attractive.
Be open with the inclusion and
the respect to everyone
Efficient social media engagement Marketing area needs to review CHECK THE FOLLOWERS. EVERY WEEK $ 2000
the media outcomes. REVIEW THE METRICS
Implement new networks. REVIEW THE LIKES AND THE
Update the website. VISITORS PER DAY.
Technological innovations Be participative during the INVOLVE THE STAFF WITH NEW EVERY WEEK $ 890
meetings IDEAS.
Create a formal way to DEVELOP PROJECT FOR THE
implement technology actions. COMPANY INNOVATION.
Review the issues with the REVIEW THE ISSUES AND
support manager. IMPLEMENT TECHNOLOGY
SOLUTIONS WITH THE
INNOVATION.
 Template 5: Resources needed for marketing activities
Resources needed for marketing activities (200 – 300 )words
Nike engages its customers through social media. It has an excellent video
marketing strategy that it employs to promote new products, reach out to
customers worldwide, and engage them in order to increase loyalty.
About (Nike)the company is a global footwear and apparel company that
creates, markets, and sells athletic footwear, apparel, equipment,
accessories, and services. Although it is primarily intended for athletic use,
many of its products are worn for casual or recreational purposes. Most Nike's
products are manufactured by independent contractors and sold directly to
consumers through Nike retail outlets and digital platforms, as well as
through independent distributors, licensees, and sales representatives.
Customers are served through a variety of sales channels, including
company-owned stores and online channels. Nike's market dominance in the
sports shoe industry is built on several sources of competitive advantage. The
company is also well-known for its excellent marketing strategies.
Aside from excellent marketing, the brand is well-known for its emphasis on
quality and innovation. It is a customer-focused brand that has consistently
prioritized quality and product innovation. All of these factors have contributed
to record sales and profits. While quality is Nike's core strength, the
company has grown by focusing on all aspects of the business, including supply
chain management and human resource management.
Nike generates the majority of its revenue by selling footwear to wholesale
customers in North America. Nike announced in January that it was improving
its supply chains by opening new distribution centers and
implementing technology such as AI and machine learning within its distribution
centers. Nike's market dominance in the sports shoe industry is built on several
sources of competitive advantage. The company is also well-known for its
excellent marketing strategies.
 Template 6: Allocate the responsibilities and functions
Allocate the responsibilities and functions (200 – 300 )words
Digital marketing copywrite
The person in charge is:
writers and readers.
the Copywriting is the process of creating persuasive text for
marketing and sales actions such as email content, web content,
catalogs, announcements, and business cards. The professional in charge
of text creation (also known as "copy") is known as a Copywriter.
Copywriters, also known as marketing writers, are in charge of creating
engaging, clear text for various advertising channels such as websites, print
ads, and catalogs. Their responsibilities include keyword research,
creating interesting written content, and proofreading their work for accuracy and
quality.
Digital Marketing Executive
Assisting in the development of strategies for establishing a long-term
digital connection with customers.
Planning and monitoring the company's ongoing social media presence.
Optimized online advertisements are
being launched in order to raise company and brand awareness.
Some duties: Organizing and supervising advertising/communication
campaigns (via social media, television,
etc.), exhibitions, and promotional events. Conducting market research and
analysis to assess trends, brand
awareness, and competitive ventures.
Team leader

About the responsibilities that's include:

Set project deadlines and assign tasks.
Oversee the operation and performance of teams on a daily basis.
Conduct regular performance appraisals.
Make your work environment and atmosphere healthy and motivating.
Effective and motivating evaluation program:
Organizing work.
Communicating goals.
Connecting work to context.
Delegating tasks.
Leading by example.
Allocating and managing resources.
Problem solving

Template 7: Monitor the progress of marketing activities

Monitor the progress of marketing activities (200 – 300 )words
Any variations to the action plan
1.Review and track Conversion Rates. As you run a marketing campaign, you
need to keep track of conversion rates.
The conversion rate is simply the percentage of visitors who are converted into
leads or customers. While not every lead will convert into a paying customer right
away, you can determine the quality of leads generated by
your campaign by tracking the actions they take and the amount of time they
spend on the website.
2. Monitor Website Bounce Rate. Tracking bounce rates is another approach to
marketing performance measurement.
The number of people who visit Nike company's website and then leave without
interacting with it is known as the bounce rate. Bounce rates, also known as
single-page sessions, can provide insight into visitor behavior.
3. Monitor The Overall Web Traffic.
Nike Keeping an eye on your overall traffic data gives you a good idea of
how your marketing campaign is
influencing the traffic to your website. If your marketing campaign is
successful, your traffic volume will
gradually increase over time. Consider monitoring your search engine rankings
as you track web traffic.
4. Check Engagement Levels.
Measuring engagement allows you to identify the specific aspects of your
website that people interact with the most. Engagement levels also allow you
to determine the quality of the experience your site provides users, as well
as other less tangible aspects. Low engagement levels in any marketing
campaign could indicate offerings that aren't appealing to a target audience, a
poorly designed campaign, or an audience that is simply uninterested in your
offerings
5.Measure Your Campaign's Return On Investment.
Tracking the return on investment during a marketing campaign allows you to
determine whether or not the campaign was successful. You'll also be able to tell
if the campaign is generating high-quality leads and how effective it .

Template 8: Measure and record outcomes of marketing activities

Measure and record outcomes of marketing activities (200 – 300 )words
Nike has an excellent marketing strategy in place and is a pioneer in their
industry; every year, new ideas are
released, and at the time of writing, Nike opened a new concept store in Los
Angeles. The new store makes use of the Nike app, which uses algorithms to
make decisions on consumer behavior in the surrounding
area. Likes, comments and shares on social media
Positive outcomes from India also has the "Indian Premier League," which
has higher average attendance than La Liga Football in Spain (TOTAL
SPORTEK, 2016). With over 100 million online consumers in India
(Statista, 2017), Nike should prioritize social media. Consumers like to engage
with their brands and can be influential in decision-making. The purpose of
social media is to "display, receive, and exchange information.
Nike has the resources to remain the best in its industry for a long time, but it
must continue to anticipate new challenges. The recommendations made are
in line with what they are capable of, and they have the knowledge and
expertise to put these marketing strategies into action. Social media and
new/emerging markets Nike has Positive feedback about the advertising and
Cricket campaign. Nike is the leader and is one sport that Nike disparages.
Cricket has over one billion fans, and while 90% of them are from India, it is a
global sport. Matches between India and Pakistan can attract hundreds of
millions of viewers. The number of newsletter subscribers
Given that many Nike customers are social media users, the brand recognized
the importance of connecting with audiences through social media channels
and gaining brand recognition as soon as possible. Look
through Nike's social media profiles to see how successful the brand has become.
Nike uses social media to instill a sense of community and lifestyle among
its fans. Its tweets are short, punchy, and compelling, with the hashtag
#justdoit or other community-building hashtags like #nikewomen
almost always included.

Template 9: Review of results

Review of results (200 – 300 )words
A brief summary of the evaluation
Analysing the information and the data, Nike company shows a good
performance and the collection of data created to analyze the performance
of a specific marketing campaign or effort. It is used to effectively
communicate a company's marketing strategy, which includes research,
promotional tactics, goals, and expected outcomes.

Website Traffic by Country

See the global distribution of visitors to your competitor's website and start
tapping into overlooked markets.
Nike.com's core audience is located in United States followed by South Korea,
and France.
Traffic Share by Device
Quickly understand where a website's traffic comes from and what devices
visitors prefer to use. On nike.com,
desktops drive 18% of visits, while 82% of visitors come from mobile devices.
 Template 10: Prepare a report of marketing activities
Prepare a report of marketing activities (300 – 400 )words
Nike's digital sales increased 19% year on year in the most recent quarter, led
by 33% growth in North America. During the earnings call, Donahoe told
analysts that Nike will continue to expand its presence in the so-called
digital metaverse through its partnership with Roblox and acquisition of the
virtual sneaker marker RTFKT. Nike shares were down 22% this year as of
Monday's market close.
The report in general, the issues compelled us to examine what we were
doing, what was going wrong, what we were good at, and where we wanted to
go. When we did this, we realized that while focusing solely on the
product was a great way for a brand to get started, it wasn't enough.
We were required to fill in the blanks. We had to learn how to do
everything involved in reaching the consumer well, beginning with
understanding who the consumer is and what the brand represents.
Our main line of business is the design, development, and global marketing
and sales of athletic footwear, apparel, equipment, accessories, and
services. NIKE is the world's largest seller of athletic footwear and
apparel.

Reference

Garrett Moon.(2019) Nike Marketing Strategy: How to Build a Timeless Brand. Retrieved from
https://coschedule.com/blog/nike-marketing-strategy