LONDON SCHOOL of PUBLIC RELATION

STRATEGIC MARKETING COMMUNICATION

WEEKLY DISCUSSION
SESSION 9

Oleh:

Joshua Boanerges Tampi

21072140019

POSTGRADUATE PROGRAM
MARKETING COMMUNICATION MANAGEMENT
JAKARTA
2021
 CONTENTS

LONDON SCHOOL of PUBLIC RELATION ........................................................................................ 1

CONTENTS....................................................................................................................................... 1
WEEKLY DISCUSSION SESSION 9 ................................................................................................... 2
STATEMENT LETTER........................................................................................................................ 3
CHAPTER 1 OVERVIEW ................................................................................................................... 4
1.1. Nike Company ................................................................................................................ 4
1.2. The Body Shop ................................................................................................................ 6
CHAPTER 2 ANALYSIS ..................................................................................................................... 7
2.1. How Popular Brand Becomes Strong ........................................................................... 7
2.2. Indonesia Local Brand with Similar Strength ............................................................. 8
CHAPTER 3 CONCLUSION ............................................................................................................... 9
3.1. Conclusion ....................................................................................................................... 9
REFERENCES .................................................................................................................................. 10

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 WEEKLY DISCUSSION
SESSION 9

WEEKLY DISCUSSION
Nike, and The Body Shop have very strong brands. The companies’ brand stories are very well
known around the world. Peak performance, the essence of Nike brand underlying aspiration of
Nike customers. And everybody relate its policy against animal testing and environment
friendly with The Body Shop. Why does the idea come to life so everybody understands what
Nike and The Body Shop tell the word? Is there any strong Indonesia brand(s) like that? Please
explain your reasons.

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 STATEMENT LETTER

I certify that the attached assignment is my own work and that any material obtained from
other sources has been acknowledged following the latest version of APA style. I declare that I
know what plagiarism is and I confirm I have not plagiarized any part of this assignment.
I grant permission to the London School of Public Relations to make copies of assignments
for assessment, review and/or record keeping purposes. I note that the London School of Public
Relations reserves the right to check my assignment for plagiarism anytime even on mid and/or
the final exam. I am ready to bear any consequences including a fail grade in the subject,
ineligibility to proceed to thesis defense, and/or graduate in the given year without any complaint
or dispute.

Name : Joshua Boanerges Tampi

Signed : Date : 2nd June 2021

Saya menyatakan dengan ini bahwa tugas yang dibuat ini adalah pekerjaan saya sendiri dan
semua materi yang ada sudah dituliskan sumber referensinya dengan mengikuti APA style versi
yang terbaru. Saya menyatakan bahwa saya memahami tentang plagiarism dan tidak ada satu
bagian pun dari tugas ini yang mengandung plagiarisme.
Saya mengizinkan The London School of Public Relations untuk menilai, mengevaluasi,
dan/atau menyimpan tugas ini. Saya mengizinkan pemeriksaan untuk mendeteksi plagiarism ini
dilakukan setiap saat baik saat Mid maupun Final Exam. Saya menyanggupi untuk menanggung
segala akibat dari plagiarisme yang dilakukan baik jika tidak lulus dari mata kuliah, tidak dapat
mengikuti sidang thesis/non thesis, maupun tidak dapat mengikuti wisuda tanpa melakukan protes
dalam bentuk apapun.

Name : Joshua Boanerges Tampi

Tanda Tangan : Date : 2nd Juni 2021

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 CHAPTER 1
OVERVIEW

1.1. Nike Company

Nike, Inc., formerly named Blue Ribbon Sports, an American sportswear
company located in Beaverton, Oregon, as the headquarter. Founded in 1964 by Bill
Bowerman, a track-and-field coach at the University of Oregon and his former student,
Phil Knight. They opened their first retail outlet in 1966, and the company launched the
Nike brand shoe in 1972. In 1978, Nike became the company name and went public two
years later. In the early 21st century, Nike already had retail outlets and distributors in
more than 170 countries. The logo is a curved check mark called the “swoosh” that was
famous throughout the world (Britannica, n.d.). Nike is regarded as the world’s largest
athletic brand providing innovative athletic apparel and footwear and related sportswear
and technology. The company has been listed among the Fortune 500 since 1994. In
2016, Nike became the top 100 for the first time, at rank 91 (Kish, 2016).
During the company’s early stage, Nike promoted its product to serious athletes
exclusively (Strasser & Becklund, 1993). The company charged premium prices to the
targeted athletes and distributing products via specialty sporting goods stores (Jin &
Cedrola, 2018). Nike focused on delivering products to top athletes by expanding its
innovation lab. However, the company failed to consider the “weekend enthusiasts” or
“fashion/casual enthusiasts” during the 1980s. Propitiously, the company realized the
market potentials, thereby they tried to target more audiences. The target is people that
engaged in occasional exercise or simply wore athletic shoes and apparel for fashion
purposes. Hence, Nike expanded its market by reaching the weekend enthusiast and
distributing products to sporting goods stores such as Foot Locker (Jin & Cedrola,
2018).
Nike signed a partnership with John McEnroe, a tennis player, as its brand
ambassador in 1978. Also, the company engineered its first air-sole footwear cushioning
unit (durable bags containing pressurized gas) with former NASA employee Frank
Rudy. The company has shown many notable differentiations, such as incorporating
Nike air cushioning technology in its basketball shoe product. The company started the

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“Just Do It” advertising campaign and purchased Cole Haan, men’s and women’s
footwear, accessories and outerwear brand in 1988. The company opened the first
Niketown store in Portland (Market Line, 2016).
The company launched Joga.com in collaboration with Google. Joga.com is an
online community for football. Even Nike and Maven Networks introduced JogaTV as a
television channel focused on football. Even in 2006, Nike collaborated with Apple to
launch the Nike + iPod product. The partnership went to produce a wireless system that
allows Nike footwear to connect with iPod Nano. Nike+iPod Sport Kit was the name. In
2010, Nike launched their new Nike+ GPS App on the App Store. The feature facilitates
runners to use their iPhone to map every run while tracking pace., time and calories-
burned, and distance. During 2011, the company cooperated with TomTom to lauch
Nike+SportWatch GPS (Market Line, 2016).
In 2012, Nike cooperated with Coca-Cola, Ford Motor, H. J. Heinz Company,
and Procter & Gamble to speed up the development and use of 100% plant-based PET
material and fiber in their products. Nike also performed a strategic partnership with
LLamasoft to get solution regarding supply chain and offer logistic and environmental
benefits. Nike consolidated its position in Brazil as the largest sport brand by partnering
with four new teams such as Bahia, Cortiba, Interacional and Santos. Nike also
produced the Nike Zoom Hyperdunk created for playoff performance (Market Line,
2016).
Nike, Inc. is the world’s largest supplier and manufacturer of athletic shoes,
apparel, and other sports equipment. The brand value in 2009 was over 32 billion U.S.
dollars. Nike also dominates the global apparel market share by having the largest share.
Excellent financial record, generating more than 30 billion U.S dollars in revenue each
of the last four fiscal years. The footwear led the way to bring over 24 billion U.S
dollars in 2019. Nike owned Converse, and the acquisition gives the success stories for
the company, generating steady revenues year after year (Sabanoglu, 2021). Nike has
successfully created a strong brand and company. In addition, this company can
maintain consistency until today.

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1.2. The Body Shop
Dame Anita Roddick founded The Body Shop in England in 1976. She found
that many women choose to use natural ways to keep their skin beautiful. He also tried
to use vegetables, fruit, and other plants to mix natural formulas. The Body Shop has
become a popular company by using natural ingredients for cosmetics. This company
accommodates consumers who want healthy and natural products. Some of the products
sold are skincare, bath, body care, makeup, fragrances, and men's lines. The Body Shop
encourages women to fight discriminatory stereotypes (Ganatra et al., 2021).
The movement carried out by The Body Shop, namely the reforestation and
environmental care movement, received a positive response from various parties.
Production of green products that offer high quality and efficiency, as well as being
environmentally friendly. The Body Shop also campaigns for a movement to reduce
plastic waste and recycle waste. Many customers also support the no animal testing
movement as part of Green Marketing. This means The Body Shop is successful in
capturing the hearts of customers (Polii et al., 2021).
The Body Shop states that the products it sells use natural ingredients and are
100 percent plant-based. The company's products do not test on animals. The company
has consistently resisted the animal testing movement. Even this company in Indonesia
made a petition against the practice of animal testing. Advertising is also involved to
invite people to care about the environment and also against animal testing. The Body
Shop also carries Cinta Laura as an opinion leader or brand ambassador, considering her
reputation and popularity. Thus, The Body Shop can expand its campaign to foreign
countries. (Mardani et al., 2019).

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 CHAPTER 2
ANALYSIS

2.1. How Popular Brand Becomes Strong

Football is not only a hobby for many people, both men and women, it is also a
culture for many countries. Indonesia itself has many football fans (Mahany, 2015).
Nike consolidated its market in Brazil, creating a strong base where football is a
prevalent sport. Nike already has a good reputation. Moreover, its advertisements are
beautiful, involving various professional football players, further stimulating the public,
especially people who like sports, to remember Nike. We should not forget Nike's
success from Nike's initial efforts to segment the market for athletes. This makes Nike a
product of famous athletes, and other famous athletes won’t hesitate to use Nike or
become Nike's brand ambassadors.
The consumer’s attitude before looking at advertisement may influence how a
consumer perceives a message (Subroto & Samidi, 2018). For example, a consumer
loves to play football and loves many famous players. Looking at Nike’s advertisement,
the content might stimulate this individual to check Nike's Product. This consumer, for
example, previously has no idea about Nike. However, he likes football and famous
football players, leading him to become aware of the product. This consumer can be a
potential buyer. Such condition is classical conditioning, where things that the targeted
audience likes are used to deliver messages and introduce a brand (Hoyer & Maclnnis,
2008).
The Green Marketing and anti-animal testing movement from The Body Shop is a
movement following the environmental conditions. This has prompted many
environmentalists, especially ecofeminists, to choose The Body Shop products. This
company can attract ecofeminists to participate in the environmental movement. On the
other hand, making them into customers or qualified personnel increases the number of
sales. The green marketing mix by The Body Shop makes consumers perceive the green
product as the most important product (Chairunnisa et al., 2019). The campaign to care
for the environment and reject animal testing increases brand awareness in Indonesia
(Mardani et al., 2019). This means that this campaign also benefits the company.

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 The ecofeminist movement is a movement that cares about women's issues,
fighting for gender equality. But it doesn't stop there. This movement is a movement
that cares about the environment. Ecofeminists hold the view that women must have
concern and want to preserve the environment (Wiyatmi et al., 2019). The Body Shop
can attract consumers from ecofeminists, considering that we cannot underestimate their
movement. In 2006, there was already a movement of women from the East living in
the mountainous Mutis area against mining in the area (Nagari, 2020). Even Kartini is
an ecofeminist, although not identical (Magdalene, 2020).
The Body Shop can reach a new market segmentation, namely, reaching the
ecofeminists. This company can develop its marketing mix by using their services,
collaborating with them, also helping them introduce the ecofeminist movement to the
Indonesian people. In the sociocultural tradition that humans interact with the cultural
values, they adhere to (Garcia-Jimenez & Craig, 2010). This is in line with ecofeminists
who have instilled the standard that the environment and women are important. Thus,
The Body Shop has a great opportunity to cooperate with this group. Certainly, by
trying to target them as market segmentation.
The storytelling carried out by the Nike company became real because Nike had
indeed dared to take risks from the start. When Nike proclaims that it is an agent of
change offering more than just shoes, this really happened because Nike was directly
involved in various social issues (Brenner, 2017). The motto of The Body Shop is
"Enrich, Not Exploit" and has become a reality because the founders dared to campaign
for the environmental care movement. If the founder hesitated to move, then this won't
happen. Even after her death, The Body Shop is still running as it should (All Good
Tales, n.d.).
2.2. Indonesia Local Brand with Similar Strength
Aqua is a big brand that also concerns with environmental issues. Aqua
encourages the government to use environmentally friendly products. The company has
launched products that recyclable (Bijakberplastik, 2021). Moreover, a local big
company, Pertamina also made environmentally friendly programs. Pertamina
encourages the public to use and utilize the environmentally friendly fuel and
campaigns to care about various environmental issues (Pertamina, 2021).

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 CHAPTER 3
CONCLUSION

3.1. Conclusion
Nike and The Body Shop deserve to be strong companies because, from the start,
they cared about various issues. Nike manufactures GPS that helps athletes and
produces eco-friendly products with Coca-Cola, Ford, Heinz, Procter & Gamble. The
Body Shop emphasized the importance of campaigns about environmental issues,
including maintaining ecological conditions in Indonesia, fighting animal testing, and
other environmental campaigns. Any company can obtain brand awareness by engaging
in important issues. Therefore, companies must dare to take risks by participating in
defending important issues. In storytelling, not only the way to convey messages but
also involves other aspects of marketing. Both companies dared to go into the field to
gain strength in the midst of market share.

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