Question

Discussion Question Chapter 13: Marketing Campaign Concept - NIKE COMPANY ( SHOES)

Instructions

Write a post for the Discussion Forum on this topic, addressing the questions below. You may use either a written paragraph or bullet point format. Part 1 should be 2–3 paragraphs in length or an equivalent amount of content in bullet point form. Responses to your classmates’ posts should be 1–2 paragraphs or several bullet points in length.

Part 1: Marketing Campaign Concept

Briefly describe the marketing campaign concept you are proposing in your marketing plan. Be sure to include the following: IN THIS SCENARIO - NIKE COMPANY ( SHOES)

• Who is the target audience?
• What is your goal?
• What approach and strategy are you using for the campaign?

What is your proposed promotion mix, and which specific marketing communication tools will you use? Why do you think this is the right promotion mix for achieving your goals with this audience?

Answer 1

The marketing campaign concept of NIKE

The CEO of the company NIKE believes that is it better to invest time and resources in making the product and establish its position in the competitive market rather than spending time in advertisement and endorsement. The strategy of NIKE is to enter the larger market where the audience is willing to pay a premium price for the premium product that the company promises to provide. After that when a larger number of customers become loyal to the company, NIKE plans to provide a greater supply of the products in the market and lower the prices. The company's most profitable target market is the United States of America but now NIKE has successfully entered the European and Chineses market to grab the opportunity. These new regions have given NIKE greater revenue in the year 2018. the company has adopted a generic strategy to enter the market and establish a competitive advantage over other firms in the industry. The generic strategy shows that the company is using advanced technology and electric vehicles in order to give competition to other firms.

Promotional mix

For NIKE, the proposed promotional mix would be establishing public relations by making aware people about the products on social media. For this large multinational company, gaining profit and spending a huge amount of money on the advertisement is not the purpose rather use word of mouth. for marking and promotional purposes, I would like to suggest the online platform as it can capture the larger audience throughout the world. Creating an attractive company's website would serve the purpose on which regular updates can be provided to the customers.

The effective communication tool that the company can use is to create a Facebook page over which several people can communicate with the company and also the company can regularly update the audiences. it is an effective communication tool as most people are having a Facebook account and have access to it. other than Facebook, there are many more social media platforms through which the company can effectively communicate with the customers and potential buyers.