UNIVERSITY OF ECONOMICS HO CHI MINH CITY

DEPARTMENT OF INTERNATIONAL BUSINESS AND MARKETING

FINAL ESSAY
TOPIC: ANALYZE PUSH AND PULL STRATEGY AND EXAMPLE
STUDENT NAME: TRA LE HOAI DUYEN
STUDENT CODE: 31221024814

INSTRUCTOR: TRAN MAI DONG

CLASS: MRC01 - K48
CLASS MODULE: 22C1MAR50300201

HO CHI MINH CITY, JANUARY 2023

1
 INTRODUCTION
The importance of marketing in today's world makes it impossible to ignore its role in
organizations. In order to survive and make profit, businesses have to invest in marketing
activities or campaigns to promote their products and reach as many consumers as possible.
Push and pull strategy is a common marketing technique that is used to reach target
consumers in different ways.

In this essay, I am analyzing these two strategies in marketing and an example from Nike - a
global famous sport brand. Nike, Inc. is one of the most successful companies when it comes
to marketing, and they use a combination of push and pull strategies in order to do so.

2
 TABLE OF CONTENTS
A. RATIONALE FOR PUSH AND PULL MARKETING STRATEGY: 6
1. Push strategy: 6
1.1. Definition: 6
1.2. Distribution: 7
1.3. Applicability: 7
1.4. Interactive ability: 7
1.5. Strengths: 7
1.6. Weaknesses: 7
2. Pull strategy: 8
2.1. Definition: 8
2.2. Distribution: 9
2.3. Applicability: 9
2.4. Interactive ability: 9
2.5. Strengths: 9
2.6. Weaknesses: 9
3. How can the push and pull strategy be used to analyze an industry or market? 10
4. When to use push and pull strategy? 10
5. The importance of push and pull strategy? 10
6. Key difference between push and pull strategy: 11
B. ANALYSIS OF NIKE COMPANY PUSH AND PULL STRATEGY: 11
1. Brief history of Nike: 11
1.1. General information: 11
1.2. Foundation and development: 12
1.3. Mission: 12
1.4. Product: 12
2. Push and pull marketing: 13
2.1. Push strategy: 13
2.2. Pull strategy: 18
3. How Nike's push and pull strategy benefits the company? 22
4. Drawback of Nike's push and pull strategy: 22
5. What other companies can learn from Nike's push and pull strategy? 22

3
 REFERENCES

1. Push and Pull Promotion Strategies - Marketing Storm

2. Push vs. Pull Marketing: What You Need to Know | Wrike

3. Pull Marketing Strategy - Overview, Illustration and Practical Example

4. Push and pull distribution strategy [promotional model template]

5. What is a Pull and Push Strategy? And How Does it Benefit Marketing?

6. Push Marketing Strategy - Overview, Examples, Pros & Cons

7. What is a Push Marketing Strategy?

8. shoe | footwear | Britannica

9. ABOUT US | NIKE COMPANY

10. Argentina 2022 Soccer World Cup - SportsRec

11. Nike: Just Pushing and Pulling | Adam Bailey 505

12. Nike case study: Get inspired by the best Nike ads of all time

13. Branding And Celebrity Endorsements - Martin Roll

14. Push–pull strategy | Gu1dance

15. 5 best advertising campaigns by Nike

4
 LISTS OF TABLES, CHARTS, PICTURES
Picture 1.1. Illustration of push marketing.
(https://corporatefinanceinstitute.com/resources/management/push-marketing-strategy/)
Picture 2.1. Illustration of pull marketing.
(https://corporatefinanceinstitute.com/resources/management/pull-marketing-strategy/)
Picture 2.1.1. Nike ads in a magazine.
(https://adambailey505.wordpress.com/2015/02/02/nike-just-pushing-and-pulling/)
Picture 2.1.2. Nike’s retail store.
(https://bitly3s.com/d32mwt)
Picture 2.1.3. Nike's ACT-AID video.
(https://campaignsoftheworld.com/digital/5-best-advertising-campaigns-by-nike-2021/)
Picture 2.1.4. Nike’s reel on Instagram.
Picture 2.1.5. Nike’s TV advertisements.
(https://beloved-brands.com/best-nike-ads/)
Pictures 2.1.6. Michael Jordan and Air Jordan sport shoes
(https://bitly3s.com/ccahtm)
Pictures 2.1.7. Nike's golf items and Tiger Woods.
(https://bitly3s.com/cj3gce)

5
 A. RATIONALE FOR PUSH AND PULL MARKETING STRATEGY:

1. Push strategy:

1.1. Definition:

A push marketing strategy, also called a push promotional strategy, refers to a strategy in
which a firm attempts to take its products to consumers – to “push” them onto consumers.1
The push strategy involves making the product known to the target consumers through
various marketing channels such as advertisements, personal selling, and public relations.

One of the primary goals of push marketing is to minimize the amount of time that elapses
between a customer seeing a product and making a decision to purchase it. Push marketing
relies primarily on traditional modes of advertising/marketing, such as a series of TV
commercials or a series of direct mail articles. Again, a primary goal is to make as many
consumers as possible aware of the product and its benefits. "Push" refers to the fact that the
company selling the product is constantly pushing it into the potential customer's purview -
their field of vision, so to speak.

Traditionally, push marketing strategy includes point-of-sale tactics that encourage customers
to buy once they're in the store, such as stores showing how to use them. Whether in-store,
through print ads, online or via email, the idea is to place and promote your products and
services in the most attractive way in front of potential customers to create positive visibility.

Picture 1.1. Illustration of push marketing

1
https://corporatefinanceinstitute.com/resources/management/push-marketing-strategy/

6
 1.2. Distribution:

The push strategy focuses on creating a distribution system and agents to deliver products to
customers more conveniently. This marketing strategy is frequently used in wholesale
operations. The principle of this strategy is based on agent discounting; if the product is sold,
each intermediary will profit. They will always be motivated to bring the product to
consumers or subordinate agents in the same way. To do this, businesses and agents must
develop quality and professional human resources at all stages, including production, sales,
customer service, management, and so on.

Beside the traditional way of using retailers, billboards, direct mail, pamphlets, and radio or
TV advertisements that highlight something and are put in the forefront can also be used for
push marketing strategy when businesses are launching new products or services and want to
cut through the clutter of a crowded marketplace.

1.3. Applicability:

In push marketing, customers can make an order by calling the hotline or purchase directly on
the company’s website or offline stores after experiencing the product's features through
promotion.

1.4. Interactive ability:

Push marketing focuses on acquiring an immediate sale instead of building a long-term

relationship with customers so the chance for interaction is relatively rare. This strategy is
only efficient when used correctly. For example, direct email offers work well to push
marketing and work especially well when personalized for each recipient based on their
preferences and interests.

1.5. Strengths:

This marketing strategy is great for increasing sales volume because it creates product
exposure in potentially large retail environments. It also eliminates the need for branding,
promotes a new product quickly, and temporarily attracts new customers. Therefore, it is
useful for manufacturers seeking distributors for product promotion or those selling low value
items as a distribution who is likely to place bulk items. Moreover, manufacturers can use this
strategy as a good way to test new products.

1.6. Weaknesses:

Since push marketing does not focus on relationship building, key revenue drivers such as
loyalty are not a direct result of this type of campaign. In other words, relying solely on push
marketing may result in missed opportunities. Without the ability to nurture a lead and move
them through the sales funnel, you need to make sure your offers and promotional materials
are good enough to get the sale right away. In addition, this strategy is quite expensive and its
results are often not long term. Company which invests a huge amount of money in

7
advertising for a push strategy would face the risk of losing money if their customers ignore
their messages.

Moreover, there are a variety of risks coming from distributors that can affect the success of
this strategy since it relies mainly on retailers. The distributor may source alternative products
(cheaper, faster delivery) once your product has established the market need. They can also
refuse to organize a formal contract, demand financial contribution towards promotion, lower
prices, lengthy credit terms, and even establish dependence and then request price reductions.

2. Pull strategy:

2.1. Definition:

The pull strategy focuses on establishing a brand following and making the target consumers
come to you. For this reason, it was given the name pull marketing - also known as inbound
marketing, to indicate that your efforts are devoted to convincing consumers to actively seek
a product in order to get retailers to stock it.

Pull marketing encompasses all you do to get a customer to look your way and choose you
over your competition for the present and future. Instead of promoting a specific product, you
invest your time and efforts in increasing the value and credibility of your brand, so that
potential customers would want something from you before they even know what that is.2
The goal is not only to raise awareness of your brand and its products, but also to increase the
visibility of their value to the point where people come to you without your direct prompting.
As a result, pull marketing is a popular strategy when a company has a product that they
already know their target audience wants but just needs to be pointed in the right direction.
While pull marketing is still used in traditional marketing, it is almost entirely a web-based
method that aims to bring as many users to a specific landing page and take action as
possible.

Picture 2.1. Illustration of pull marketing

2
https://www.insightsforprofessionals.com/marketing/leadership/what-is-pull-push-strategy

8
 2.2. Distribution:

Pull strategy creates demand for the product through various marketing channels such as
word-of-mouth buzz, coupons or promotions and referrals that all work exceptionally well in
attracting customers and, if the experience is good, building brand loyalty which also
influences their decision to return. Besides, digital marketing such as social media networks,
media coverage, email marketing, advertisement on television, radio,... is also commonly
used.

2.3. Applicability:

Businesses can implement multiple marketing tactics like search engine optimization (SEO),
search engine marketing (SEM) on page and social media to bring sales and conversion
keywords related to products and services to the top of search engines. Customers can find
the company's website through searches and place orders on the Internet or call the hotline.
For example, an article can generate demand for your products and services by explaining
that they are the solution they have been looking for all along. And then there are banner ads,
which increase brand awareness by repeatedly showing your brand to your users, creating
more excitement and increasing the likelihood that they will think of you when the time
comes.

2.4. Interactive ability:

The level of interaction in pull marketing is significantly high because it creates a positive
relationship with your target consumers who have a high demand for products and services
without being influenced too much by advertisements. However, this is a long-term strategy
and requires informative content to focus on potential customers.

2.5. Strengths:

Pull marketing allows a business to promote a product before it's available for purchase. It
also allows the manufacturer to both sell the product and replenish stock based on consumer
demand. Therefore, it saves them money by reducing the number of units produced prior to
the product's release. When pull marketing is used, the demand for a product will, in the
best-case scenario, exceed the supply.

Using this strategy, manufacturers can be in direct contact with customers. Customers can
pay immediately, as some customers don't have credit lines and pay online or in-store at
checkout. Producers will have higher profits because there is no need to lower prices. This
strategy is best suited for high-priced products.

2.6. Weaknesses:

Pull strategy is so called a ‘long game’ because you have to choose your correct target
consumers from the very beginning, or else you may fail to attract the prospects you want. To
fulfill customer orders, the pull strategy requires greater internal administration. This strategy
is only effective for small, one-time orders.

9
 3. How can the push and pull strategy be used to analyze an industry or market?

The push and pull strategy is a tool that can be used to analyze an industry or market. The
push and pull strategy is a way of looking at the interaction between two different forces, the
"push" factors and the "pull" factors. The push factors are the factors that drive the industry
or market forward, while the pull factors are the factors that attract customers or demand to
the industry or market. By looking at the push and pull factors, it is possible to get a better
understanding of how an industry or market works, and what factors are most important to its
success.

The push and pull strategy can be used to analyze an industry or market by looking at the
different factors that drive or attract business to the industry or market. For example, the push
factors might include things like the availability of raw materials, the availability of skilled
labor, the availability of technology, and the availability of capital. The pull factors might
include things like the demand for the product or service, the availability of customers, the
availability of a market, and the availability of resources. By looking at the push and pull
factors, it is possible to get a better understanding of how an industry or market works, and
what factors are most important to its success.

4. When to use push and pull strategy?

In order to decide which type of strategy to use, businesses must consider their goals, budget,
and target audience. Push strategy may be more appropriate for businesses that are
introducing new products or targeting specific consumers. Pull strategy may be more
appropriate for businesses that have a limited budget or are selling products that are widely
available.

However, a successful strategy will usually have elements of both the push and pull
promotional methods. If you are starting a new business and intend to sell a product through
retailers, you'll almost certainly need to persuade outlets to purchase and stock your product.

5. The importance of push and pull strategy?

A push and pull strategy can be used in marketing and business to create a desired outcome.
By using a combination of push and pull tactics, businesses can increase brand awareness,
drive traffic to their website or store, and generate leads and sales.

When used together, push and pull tactics can create a powerful marketing strategy. Push
tactics are those that “push” products or services towards consumers, while pull tactics are
those that “pull” consumers towards products or services.

Some common push tactics include advertising, direct mail, and public relations. These
tactics are used to create awareness and interest in a product or service. Advertising is a paid
form of communication that reaches a wide audience. Direct mail is a targeted form of
communication that is sent to a specific list of people. Public relations are free or low-cost
ways to generate media coverage.

10
The importance of using a push and pull strategy in marketing and business cannot be
understated. By using both approaches, businesses can reach the widest possible audience and
increase their chances of making a sale.

6. Key difference between push and pull strategy:

Push and pull marketing appears to be diametrically opposed at first glance. However, they
do overlap in practice.

- Demand: Push marketing works well with products that people already know about or
are interested in. Pull marketing is effective for selling something new to people and
creating demand where there was none or little to begin with.

- Time: Push marketing focuses on short-term sales, whereas pull marketing may take
more time to establish.

- Product type: Pull marketing products are typically one-of-a-kind in some way and
may require you to tell your audience exactly what they are.Push marketing products
are well-known to audiences and typically need little to no comparison shopping.

- Goal: Push marketing seeks to make an immediate sale, whereas pull marketing
builds an audience over time, often from the scratch.

- Cost: Both types of marketing campaigns are only as good as you make them. They
may use similar channels, but they serve different audiences. It really depends on the
product and the audience you're attempting to reach.

In a nutshell, the distinctions between push and pull marketing are primarily based on the
brand's relationship with the audiences it is attempting to reach and the sales goals it is
attempting to achieve.

B. ANALYSIS OF NIKE COMPANY PUSH AND PULL STRATEGY:

1. Brief history of Nike:

1.1. General information:

Nike, Inc. is an American multinational corporation that is engaged in the design,

development, manufacturing, and worldwide marketing and sales of footwear, apparel,
equipment, accessories, and services. The company is headquartered near Beaverton, Oregon,
in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes
and apparel and a major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more
than 44,000 people worldwide. In 2014 the brand alone was valued at $19 billion, making it
the most valuable brand among sports businesses. As of 2017, the Nike brand is valued at
$29.6 billion. Nike ranked No. 89 in the 2018 Fortune 500 list of the largest United States
corporations by total revenue.

11
In addition to its own brand, Nike markets its products under Nike Golf, Nike Pro, Nike+, Air
Jordan, Nike Blazers, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, Nike CR7,
and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also
owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously
owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the
company operates retail stores under the Niketown name. Nike sponsors many high-profile
athletes and sports teams around the world, with the highly recognized trademarks of "Just
Do It" and the Swoosh logo.

1.2. Foundation and development:

- January 25, 1964: It was founded in 1964 as Blue Ribbon Sports by Bill Bowerman, a
track-and-field coach at the University of Oregon, and his former student Phil
Knight.3
- 1966-1972: They opened their first retail outlet in 1966 and launched the Nike brand
shoe in 1972.4
- 1978: The company was renamed Nike, Inc. and went public two years later.
- Late 1980s: Nike steadily expanded its business and diversified its product line
through a series of acquisitions, including the shoe companies Cole Haan (1988; sold
in 2012) and Converse, Inc. (2003), the sports-equipment maker Canstar Sports, Inc.
(1994; later renamed Bauer and sold in 2008), and the athletic apparel and equipment
company Umbro (2008; sold in 2012).
- 1996: The company established Nike ACG ("all-conditions gear"), which offers items
for extreme activities such as snowboarding and trekking.
- Early 21st century: Nike began selling sports-technology accessories, including
portable heart-rate monitors and high-altitude wrist compasses.5

1.3. Mission:

The mission of Nike Inc. is to drive product innovation for athletes everywhere. Countless
ideas are tested in pursuit of aiding performance, injury risk reduction, enhancing perception
and feel, and delivery of innovative products to athletes. 6

1.4. Product:

With the extension of product lines and fields throughout years, Nike has offered a wide
range of products to consumers worldwide.

- Footwear: Nike's flagship product is shoes. Basketball, football, golf, soccer, baseball,
snowboarding, hockey, tennis, and volleyball are among the sports for which the
company produces footwear. It also manufactures consumer footwear such as Mary
Janes and flip-flops. Nike shoes are designed for both athletic performance and
aesthetics.
3
https://www.britannica.com/topic/shoe
4
https://www.britannica.com/topic/shoe
5
https://www.britannica.com/topic/shoe
6
https://nikecompanyblog.wordpress.com/about-us/

12
 - Apparel: Nike also makes clothing for sports as well as other activities such as dance
and yoga. It has several apparel collections, including Livestrong, Nike Pro, Nike
Free, and SPARQ. Nike also produces casual clothing for both men and women.
Many customers wear Nike clothing not only for sports but also for brand recognition.

- Equipment: In addition to shoes, Nike also sells sports equipment such as baseball
bats, balls, swimming caps, rackets and golf clubs. Nike also sells yoga gloves and
mats, as well as agility cones. Weights and sports guards such as knee pads, wrap
sleeves, and shin guards are also available.

- Accessories: The company also has a reputation for accessories like watches, bags,
and socks, as well as consumer technology like the Nike+ iPod supplement. Nike also
sells athletic belts, rubber bracelets, and training DVDs. Many of the bags it sells are
themed after a specific sports team, such as Manchester United, or a university, such
as UCLA.

Nike products are available in a wide range of retail outlets worldwide. Nike products can be
purchased via the company's website, Nike.com. Nike products can also be found in many
department stores. Niketown is Nike's flagship store, with locations in Chicago, Portland,
Oregon, New York, and Los Angeles. There are also Nike factory stores where you can buy
Nike products at a discount.

2. Push and pull marketing:

2.1. Push strategy:

Advertising is Nike's main push strategy. They can be seen in a variety of contexts, including
the Olympics, sitcom commercials, and high school sporting events. They have risen to the
top of the sporting goods and athletic clothing industries. They also sponsor a lot of
high-profile athletes and events, which helps to keep their brand top-of-mind. They use a
variety of platforms to get their message out there, such as television, social media,....

- Nike print advertisements:

Nike also publishes print advertisements to reach the public by placing them in media
publications such as magazines and newspapers. Using these outlets allow Nike to convey a
message to a large audience.

13
 Picture 2.1.1. Nike ads in a magazine

- Retail stores:

Nike uses another push method on its customers by selling its products in various retail
stores. Nike shoes and other sports apparel are commonly found in athletic product, shoe, or
activewear stores. Nike’s retail stores usually appear in shopping malls, high towers or on
shopping streets. This helps Nike in making its product more visible to consumers and
putting its brand in more places. Seeing Nike products in places other than a Nike store
allows consumers to associate the brand with the products they sell.

Picture 2.1.2. Nike’s retail store

14
 - Social media:

Nike had created several advertising campaigns on social media with a key message to
motivate people, especially athletes who overcame difficulties such as unabilities, sickness by
doing sports.

+ Youtube:

One of the most successful campaigns on Youtube is the TVC about a special product for
brown and dark athletes to be protected from Melanoma - a type of skin cancer that can
severely affect a patient's health if not being treated in time. This marketing campaign made a
huge impact on global awareness about the global health gap, specifically brown and dark
skin and helped Nike to get a huge profit from this creative product aside from their main
items - shoes.

Picture 2.1.3. Nike’s ACT-AID video

Link video : https://youtu.be/2WJ62n82_gI

+ Instagram:

Instagram has been the mainstream channel for Nike to carry out marketing campaigns to
more than 260 million followers. With the widespread use of Reels - a new function on
Instagram allowing people to share videos, Nike has made more motivated reels and series
about the sporty life of all kinds of people, from young to old, male to female and even
disabilities. As a result, it has inspired more and more people to enhance their health and
overcome difficulties by playing sports. This has helped bring the brand become known
worldwide.

15
 Picture 2.1.4. Nike’s reel on Instagram

+ TV advertisement:

“If you let me play sports” from the early 1990s, an emotional ad that speaks to all the life
benefits for girls who play sports. Adolescent girls deliver the copy lines of “If you let me
play sports, I will have more confidence, be more likely to leave a man who beats me or
suffer less depression.” 7

In September of 2018, Nike launched its most controversial ad, in support of Colin
Kaepernick. From a PR perspective, one simple tweet by Colin Kaepernick touched off a
huge Twitter storm. Regardless of the controversy, this is one of Nike’s best. The poetic copy
is beautifully written and the related visuals are flawless in telling their story. The
controversy itself added to the attention it grabbed. Loved, hated and debated on social
media.

Two years later, as Black Lives Matter became a mainstream movement, Kaepernick’s
controversy became more accepted. This is a great example of creating shareable content.
Over the last decade, everything has become about creating content that is so engaging
consumers want to share it on social media. The key is to use high impact storytelling ads that
are highly entertaining, deeply emotional, or inspiring enough to engage and captivate
consumers.

7
https://beloved-brands.com/best-nike-ads/

16
 Pictures 2.1.5. Nike’s TV advertisements

- Celebrity endorsements:

Nike is also well-known for another feature: its consistent use of celebrities to promote the
brand. In fact, one of the most successful brand-celebrity collaborations is that of Nike and
Michael Jordan. The collaboration was so successful that Nike and Jordan created a new
brand variant called the Air Jordan line of sport shoes.

Pictures 2.1.6. Michael Jordan and Air Jordan sport shoes

Nike pulled off a very similar coup in the sports industry when it partnered with ace golfer
Tiger Woods to enter the golf category with apparel, equipment, and accessories. Nike had no
prior golf experience. Furthermore, because golf is a very elite sport, it was widely assumed
that a brand like Nike would not be very successful. This would have been true if Nike had
taken the traditional route to building its equity in the golfing arena. Nike, on the other hand,

17
chose to partner with and have the best golfer in the world endorse the brand. Nike has
achieved great success in golf, as is well known today.

Pictures 2.1.7. Nike's golf items and Tiger Woods

- Personal selling:

Personal selling is another push strategy that Nike uses. They have a team of salespeople who
work with retailers to get their products on the shelves and in front of customers.

Finally, Nike also uses public relations as a push strategy. They work with influencers and
celebrities to get them to wear and promote their products. They also donate a lot of money to
charities and causes, which helps to create a positive image for the brand.

2.2. Pull strategy:

- Logo:

While push strategies are important, pull strategies are also

key to Nike's success. One of their most effective pull
methods is their "swoosh" logo. When people see the
"swoosh," Nike logo, they immediately recognize the brand.

Picture 2.2.1. Nike logo

It is extremely advantageous when a company has become so well-known that their name is
no longer required to be displayed, only a logo. Nike is effective at ensuring that they are the
name brand in any athletic competition or activity. Nike also does an excellent job of
appealing to people of all ages and genders. Nike gives people what they want when they

18
look into what the company has to offer. Everything they show and promote appears, feels,
and sounds like something everyone needs, which raises brand awareness and profits.

- Slogan:

Nike’s slogan “Just Do It” appearing on all media channels is also another key for its success.
This, like their logo, was easily identifiable and spoke to people about what Nike is and how
it can benefit their lifestyle. The slogan allowed them to differentiate themselves even more
from their competitors.

- Website:

Nike's website is always updated with new content. They continue to release and improve
their products in order to keep customers interested. Nike's main selling point is its footwear.
They have almost entirely dedicated their blog to Nike shoes. They put their souls into soles.
This blog promotes the most recent and fashionable shoes to customers. Nike Blog features
the world's most famous athletes and their Nike shoes. This creates a significant selling point
for website visitors. People look up to and admire these athletes, and knowing you can wear
the same shoes they do creates a lot of interest in the product.

Nike also added a “clearance” section on its website. The reason for its success is that it
allows people to try out the brand without spending too much money. It keeps customers
returning by selling a discounted item that has a new version. If someone buys the "older"
version of a shoe and likes it, they will be more inclined to buy the "newer" version the next
time.

Pictures 2.2.2. Nike's website and clearance section

19
The ability to sign up for email updates about the company and its latest products is one of
the pull marketing techniques that Nike uses on its website. Nike's website also includes links
to several of its social media accounts at the bottom of the page, as seen in the bottom left
corner of the image above. Nike's Twitter, Facebook, YouTube, and Instagram accounts are
all accessible to customers.

They use coupons and discounts to get customers interested in their products. They also have
loyalty programs, such as Nike+, which encourages customers to keep coming back. And,
they produce a lot of online content, such as videos and blog posts, that helps to educate and
engage customers.

Pictures 2.2.3. Nike+ website

With the integration of social media, it is simple to share content from the website. I was
looking at a shoe from Nike's Super Bowl collection, and as the image below shows, there is
an option to pin the shoe to Pinterest, tweet it on Twitter, or like it on Google+ or Facebook.
This is a great way for Nike to track product popularity and see what customers are saying
about them.

- Mobile apps:

Nike has a mobile-friendly version of their website to keep you updated while you're on the
go. It not only allows you to shop on the go, but it also provides links to their social media
pages. On the home page, there are direct link buttons to follow Nike, NikeFuel, and Nike
Basketball on Twitter or Facebook. Customers can also sign up for a Nike account, create a
profile and track their running, follow various product lines, or find exercise routines they can
do at home or at the gym.

Additionally, there are other applications that can be downloaded for iPhones and Androids.
Nike Soccer, Nike SB, Nike+ Running, Nike+ Training Club, Nike+ Fuelband, and Nike+
Move are among these apps. Apps allow consumers to further explore a brand, see what else
they have to offer, and learn more about Nike.

20
 Picture 2.2.4. Nike mobile app

- Hashtags:

Another pull method that Nike uses is including hashtags or listing its website at the end of
commercials. After a commercial ends, the consumer has the opportunity to follow up with it,
explore the brand further, and learn more. The commercial below is an example of this
technique, and it concludes with "Nike.com/justdoit". So, if the advertisement piqued the
consumer's interest and they wanted to learn more, they could visit the website.

Picture 2.2.5. Nike’s hashtag for a commercial on Instagram

21
 3. How Nike's push and pull strategy benefits the company?

Nike's push and pull strategy benefits the company by giving it the ability to respond quickly
to changes in consumer demand. The company can quickly increase or decrease production
of certain products depending on consumer demand. This helps Nike avoid stock-outs or
excess inventory. The strategy also allows Nike to offer a wider variety of products to
consumers. Nike can introduce new products quickly and discontinue others just as quickly if
they are not selling well. This allows Nike to be nimble and react quickly to changes in the
marketplace.

The push and pull strategy has helped Nike become one of the most successful companies in
the world. The company's ability to respond quickly to changes in consumer demand has
allowed it to maintain a leadership position in the highly competitive athletic footwear and
apparel industry. Nike's push and pull strategy has also allowed the company to offer a wide
variety of products to consumers. This gives Nike a significant competitive advantage over its
rivals. This strategy is beneficial for Nike because it allows the company to reach a larger
audience, and to generate more sales.

Nike's combination of push and pull strategies is very effective. Their heavy advertising
ensures that potential customers are aware of their products. And their wide availability
means that customers can easily find and purchase Nike products.

4. Drawback of Nike's push and pull strategy:

The biggest drawback of Nike's push and pull strategy is that it is very reliant on the success
of its celebrity endorsements. If a celebrity endorser is involved in a scandal or has a negative
public image, it can have a negative impact on Nike's sales. In addition, Nike's strategy is also
reliant on the continued success of its own retail stores. If Nike's stores start to underperform,
it could have a negative effect on the company's overall sales.

5. What other companies can learn from Nike's push and pull strategy?

Other companies can learn a lot from Nike's push and pull strategy. For one, it's important to
always be on the lookout for new ways to improve existing products and create new ones.
Additionally, it's important to be willing to take risks in terms of marketing and promotions.
Nike has always been willing to experiment with new marketing campaigns and strategies,
and this has paid off handsomely for the company. Finally, it's also important to have a strong
and recognizable brand. Nike's brand is one of the most recognizable in the world, and this
has helped the company to maintain its position at the top of the industry.

22
PLAGIARISM CHECKING RESULT

23