PROJECT REPORT ON

A STUDY ON THE MARKETING STRATEGY OF NIKE

SNEAKERS IN THE WORLD

A Project Submitted to

University of Mumbai for partial completion of the Degree of

Bachelor ofManagement Studies
Under the Faculty of Commerce

BY
GUPTA HARSH
SUNIL ROLL NO:
2303005

UNDER THE GUIDANCE OF

Mr. YOGESH KOLHATKAR

GURU NANAK KHALSA COLLEGE OF ARTS, SCIENCE

& COMMERCE (AUTONOMOUS)
Matunga Mumbai - 400019.

2023 -2024
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 DECLARATION BY THE LEARNER

I the undersigned Mr. GUPTA HARSH SUNIL, hereby, declare that the work
embodied in this project work titled “A STUDY ON MARKETING STRATEGY
OF NIKE SNEAKERS IN THE WORLD ”, from my contribution to the research
work carried out under the guidance of Mr. Yogesh Kolhatkar is a result of my
research work and has not been previously submitted to any other University for
any other Degree/ Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been
indicated as such and included in the bibliography.
I, hereby further declare that all information of this document has been obtained
and presented in accordance with academic rules and ethical conduct.

Mr. GUPTA HARSH SUNIL

Name and Signature of the learner

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 CERTIFICATE

This is to certify that Mr. GUPTA HARSH SUNIL has worked and duly
completed his Project Work for the degree of Bachelor of Management Studies
under the
Faculty of Commerce in the subject of Marketing and her project is entitled, “A
STUDY ON MARKETING STRATEGY OF NIKE SNEAKERS IN THE
WORLD” under my supervision.

I further certify that the entire work has been done by the learner under my
guidance and that no part of it has been submitted previously for any Degree or
Diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

Mr. Yogesh Kolhatkar

Name and Signature of Guiding Teacher

Signature of External Guide Date of Submission:

principal
Dr. RATNA SHARMA

3
 ACKNOWLEDGEMENT

It would be difficult to list catch and every person who has helped me to achieve
completion of this project, as many people have contributed and supported me
I would however, like to acknowledge the following as being significant key
contributors towards successful completion of the project.
I take this opportunity to thank the University of Mumbai for giving me the chance to
execute this project.
I would like to thank my Principal. DR.RATNA SHARMA for providing the
necessary facilities required for completion of this project.
I would also like to express my sincere gratitude towards my project guide Mr.Yogesh
Kolhatkar whose guidance and support has made the project successful.
Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project, especially my Parents and Peers, who supported
me throughout my project.

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 EXECUTIVE SUMMARY

In this comprehensive study, we examine the multifaceted marketing strategies

employed by Nike to promote its sneaker products on a global scale. Nike, a
powerhouse in the athletic footwear industry, utilises a diverse range of marketing
tactics to maintain its market leadership and brand resonance across various regions
and demographics.

Our analysis begins by exploring Nike's strategic positioning, which emphasises

innovation, performance, and style. Through a combination of product development
and strategic partnerships with athletes and celebrities, Nike effectively communicates
its brand values and connects with consumers worldwide.

Furthermore, our study delves into Nike's extensive use of digital marketing channels,
including social media platforms, online advertising, and influencer marketing. By
leveraging digital technology and data analytics, Nike engages with its audience in
real-time, tailoring marketing campaigns to resonate with diverse consumer segments
and cultures.

Moreover, we investigate Nike's global branding efforts, which transcend

geographical boundaries and cultural barriers. From iconic slogans like "Just Do It" to
memorable advertising campaigns, Nike cultivates a sense of aspirational lifestyle and
community among its consumers, fostering brand loyalty and advocacy.

Additionally, our research highlights Nike's innovative approach to retail and

distribution, utilising flagship stores, online platforms, and strategic partnerships to
enhance brand visibility and accessibility worldwide. Through experiential marketing
initiatives and immersive brand experiences, Nike creates meaningful connections
with consumers, driving both online and offline sales.

In conclusion, our study underscores the significance of Nike's integrated marketing

strategies in shaping its global brand presence and market dominance in the sneaker
industry. By continually innovating and adapting to evolving consumer trends and
preferences, Nike remains at the forefront of the athletic footwear market, inspiring
athletes and enthusiasts alike to "Just DO IT

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 TABLE OF CONTENT

Chapter TOPIC PAGE

No NO

A TITLE Ⅰ

B CERTIFICATE Ⅱ

C DECLARATION Ⅲ

D ACKNOWLEDGEMENT Ⅳ

E EXECUTIVE SUMMARY Ⅵ

1 CHP 1-INTRODUCTION 9-67

1.1 INTRODUCTION TO MARKETING STRATEGY 11

1.2 NEED OF MARKETING STRATEGY 15

1.3 CHARACTERISTICS OF MARKETING 17

1.4 FACTORS INFLUENCING MARKETING 26

STRATEGY

1.5 INTRODUCTION TO NIKE 27

1.6 MISSION AND VISION OF NIKE 29

1.7 NIKE MARKETING STRATEGY 35

1.8 NIKE TARGET AUDIENCE 37

1.9 NIKE SNEAKERS 45

1.10 NIKE CONSUMER RATING AND REVIEW IN 48

TERMS OF SERVICE

1.11 NIKE SWOT ANALYSIS 52

1.12 NIKE COMPETITIVE ADVANTAGE 67

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Chapter TOPIC PAGE
No NO

2 CHP 2-LITERATURE REVIEW 68-71

3 CHP 3-RESEARCH METHODOLOGY 72-83

3.1 OBJECTIVES 76
3.2 SCOPE 77

3.3 LIMITATION OF THE STUDY 78

3.4 DATA COLLECTION 80

3.5 HYPOTHESIS 82

4 CHP 4-DATA ANALYSIS & 83-98

INTERPRETATION

5 CHP5-CONCLUSION AND 99-10

SUGGESTION AND FINDING 7
5.1 FINDINGS 100

5.2 SUGGESTION 101

5.3 CONCLUSION 102

5.4 BIBLIOGRAPHY 103

5.5 ANNEXURE 106

7
 TABLE INDEX

TABLE NO. PAGE NO.

4.1.1 85

4.2.1 86

4.3.1 87

4.4.1 88

4.5.1 89

4.6.1 90

4.7.1 91

4.8.1 92

4.9.1 93

4.10.1 94

4.11.1 95

4.12.1 96

4.13.1 97

4.14.1 98

4.15.1 99

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CHAPTER 1: INTRODUCTION

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 CHAPTER 1: INTRODUCTION
1. INTRODUCTION TO MARKETING STRATEGY

A marketing strategy is a detailed plan that describes how a business will connect with
its target market, develop its brand, and advertise its goods and services.
Understanding client wants and behaviours, examining industry trends and rivalry, and
creating a distinctive value proposition are all part of this process. A marketing
strategy often consists of a number of components, including client involvement,
price, distribution, and product development.
These components work together to form a comprehensive and potent strategy for
drawing in and keeping clients. A marketing strategy's ability to reach and engage the
target audience, as well as how well it complements the company's overall business
objectives, determines its success. The strategy must be continuously reviewed and
modified to account for shifting market dynamics.
Marketing strategy is a vital component of any successful business plan. It outlines the
approach that a company will take to promote and sell its products or services to its
target audience. The ultimate goal of a marketing strategy is to generate revenue and
profits for the company by attracting and retaining customers. In this essay, we will
explore the importance of marketing strategy and its components.
A marketing strategy is a comprehensive plan that involves several key components.
These components include market research, target audience, unique value proposition
(UVP), product development, pricing, promotion, distribution, and customer
engagement. Each component is critical to the overall success of the marketing
strategy.
Market research is the first step in developing a marketing strategy. It involves
collecting and analysing data on consumer demographics, market trends, and
competition to identify opportunities and challenges. This information helps
companies understand customer needs, behaviours, and preferences, which can be
used to tailor their marketing messages and tactics to effectively reach and engage
these consumers.
Product development is another critical component of a marketing strategy. It should
outline the company's plans for product development, including new product
launches, product improvements, or modifications. By developing new products or
improving existing ones, companies can remain competitive in the market and attract
new customers.

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Pricing strategy is the method a company uses to set prices for its products or services.
Pricing strategies can include premium pricing, penetration pricing, and value-based
pricing. A company's pricing strategy should be aligned with its UVP and target
audience.
The promotion strategy outlines the tactics a company will use to promote its products
or services to its target audience. Promotion strategies can include advertising, public
relations, sales promotions, and personal selling. The promotion strategy should be
tailored to the target audience and aligned with the UVP.
A distribution strategy outlines how a company will get its products or services to its
target audience. Distribution strategies can include selling through retail stores,
e-c ommerce platforms, or direct-to-consumer channels. The distribution strategy
should be aligned with the target audience and product development plans.

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 1.2 NEED FOR MARKETING STRATEGY

s a business to create a strong brand identity by defining its brand values, mission,
aMarketing strategy plays a vital role in the success of any business. It involves
developing and implementing a plan to promote a product or service and achieve
specific business goals. A well-designed marketing strategy can help a company
to identify its target audience, understand their needs and preferences, and create
a plan to reach them effectively. In this essay, we will discuss the importance of a
marketing strategy and its various components.
Marketing strategy is a crucial aspect of any business that aims to succeed in a
competitive market. It involves planning, implementing, and managing various tactics
to promote products or services and achieve specific business goals.
The first and foremost reason why a company needs a marketing strategy is to identify
its target audience. A target audience is a specific group of people who are most likely
to purchase the company's products or services. Once a company has identified its
target audience, it can then create a marketing plan that is tailored to their needs and
preferences. This helps to ensure that the company's marketing efforts are effective
and efficient.
Another important component of a marketing strategy is market research. Market
research helps a company to understand its competitors, market trends, and customer
preferences. This information is critical in developing a marketing plan that is
competitive and relevant. Market research can be conducted through surveys, focus
groups, and other research methods.
A marketing strategy also includes the development of a unique value proposition. A
value proposition is a statement that communicates the unique benefits of a company's
products or services to its customers. A value proposition helps to differentiate the
company's products or services from its competitors and creates a compelling reason
for customers to choose the company's products or services over others.
In addition to these components, a marketing strategy also includes the development
of a marketing mix. A marketing mix is a set of tactics that a company uses to
promote its products or services. These tactics include product, price, promotion, and
place. A company must carefully choose its marketing mix to ensure that it is effective
in reaching its target audience and achieving its business goals.

In this essay, we will discuss the importance of a marketing strategy and its various
components. They are as follows:

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1. Helps to stay ahead of the competition:

A marketing strategy helps a business to stay ahead of the competition by

identifying new trends and opportunities in the market. This can help a business
to differentiate itself from competitors and develop new products or services that
meet the needs of its target audience.

2. Market research:

Market research involves gathering and analysing data about the industry,
competitors, and customers. The information gathered helps the company to
identify trends, opportunities, and challenges in the market. Market research can
be conducted through surveys, focus groups, and other research methods.

3. Unique value proposition:

A unique value proposition (UVP) is a statement that communicates the unique

benefits of a company's products or services to its customers. The UVP helps the
company to differentiate its products or services from its competitors and create a
compelling reason for customers to choose its products or services.

4. Marketing mix:

The marketing mix is a set of tactics that a company uses to promote its products
or services. The four Ps of the marketing mix are product, price, promotion, and
place. The product refers to the features, benefits, and quality of the product or
service. The price refers to the pricing strategy used by the company. Promotion
includes advertising, public relations, and other promotional tactics. Place refers
to the distribution channels used by the company to make its products or services
available to customers.

5. Implementation and testing:

Implementing and testing the marketing plan involves putting the plan into action
and monitoring its effectiveness. This includes tracking sales, customer feedback,
and other metrics to evaluate the success of the marketing plan.

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6. Evaluation and adjustment:

Evaluating the marketing plan involves analysing the data gathered during
implementation and testing to identify areas for improvement. The marketing
plan may need to be adjusted based on the results of the evaluation.

7. Establishes clear objectives:

A marketing strategy provides a roadmap for a business to achieve its marketing

goals. It helps a business to identify what it wants to achieve and how it will go
about achieving it. This helps to ensure that all marketing efforts are focused and
aligned with the business objectives.

8. Maximises return on investment (ROI):

A marketing strategy helps to maximise the return on investment (ROI) of

marketing activities. By conducting market research, a business can identify the
most effective marketing channels and tactics to reach its target audience. This
helps to ensure that marketing resources are used effectively to achieve the
desired outcomes.

9. Builds brand awareness and loyalty:

A marketing strategy helps to build brand awareness and loyalty by creating a

consistent message and identity across all marketing channels. This helps to
establish a strong brand image and reputation, which can lead to increased
customer loyalty and advocacy.

10. Differentiates from competitors:

A marketing strategy helps to differentiate a business from its competitors by

creating a unique value proposition and messaging that resonates with its target
audience. This can help a business to stand out in a crowded marketplace and
attract more customers.

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11. Enables continuous improvement:

A marketing strategy provides a framework for continuous improvement by

evaluating and adjusting marketing activities based on performance. This helps a
business to stay agile and adapt to changing market conditions and customer
needs.

12. Increases customer engagement:

A marketing strategy helps to increase customer engagement by creating relevant

and personalised marketing messages that resonate with the target audience. This
can lead to increased customer loyalty and repeat business.

13. Helps to create a strong brand identity:

A marketing strategy helpnd messaging. This helps to establish a clear and

consistent message across all marketing channels and build a strong brand image that
resonates with the target audience.

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 1.3 Characteristics of Marketing Strategy

1. Target audience:

Identifying the target audience is the first step in developing a marketing

strategy. It involves researching the demographics, psychographics, and
behaviours of potential customers. The information gathered helps the company
to understand its audience and create marketing messages that resonate with
them.

2. Helps to optimise marketing spend:

A marketing strategy helps to optimise marketing spend by identifying the most

effective marketing channels and tactics that will yield the best results. This
helps to avoid wasting resources on marketing activities that may not deliver the
desired outcomes and allows a business to invest in the activities that will have
the biggest impact on its bottom line.

3. Enables data-driven decision making:

A marketing strategy enables data-driven decision making by setting clear goals

and objectives and tracking progress towards them. This helps to identify areas
of improvement and opportunities for optimization, and enables a business to
make informed decisions based on data and analytics. This helps to ensure that
marketing efforts are aligned with business objectives and that marketing
activities are achieving the desired outcomes.

4. Clear and measurable objectives:

A marketing strategy should have clear and measurable objectives that are
aligned with the overall business objectives. This helps to ensure that marketing
efforts are contributing to the success of the business and that progress towards
these objectives can be tracked and measured.

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 5. Integration with overall business strategy:

A marketing strategy should be integrated with the overall business strategy to

ensure that marketing efforts are aligned with the goals of the business. This
helps to ensure that marketing activities are consistent with the overall direction
of the business and that resources are allocated efficiently.

6. Competitive positioning:
A marketing strategy should take into account the competitive landscape and
identify ways to differentiate the business from its competitors. This helps to
create a unique value proposition and messaging that sets the business apart and
creates a competitive advantage.

7. Multichannel approach:

A marketing strategy should incorporate a multichannel approach that leverages

a variety of marketing channels to reach the target audience. This may include
advertising, social media, email marketing, content marketing, and other
channels depending on the target audience and the objectives of the strategy.

8. Flexibility and adaptability:

A marketing strategy should be flexible and adaptable to changing market

conditions, customer needs, and new opportunities. This helps to ensure that the
strategy remains effective and relevant over time, and that the business is able to
respond to changes in the market and the competitive landscape.

9. Clear value proposition:

A marketing strategy should articulate a clear value proposition that

communicates the unique benefits and value of the products or services being
offered. This helps to differentiate the business from its competitors and create a
compelling reason for customers to choose the business over other options.

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 1.4 Factors influencing Marketing Strategy

The figure shows the marketing’s role and activities in the organisation. The figure
shows at a glance the entire marketing process and the forces influencing company
marketing strategy.
The marketing process consists of four tasks;

1. analysing marketing opportunities,

2. selecting target markets,
3. developing the marketing mix, and
4. managing the marketing effort.

We will discuss the first three tasks in this lesson, and the fourth one will be discussed
in the next lesson. As this figure shows, target consumers are located in the centre.

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The company identifies the whole market, splits it into smaller segments, selects the
most lucrative segments, and concentrates on serving and satisfying these segments. It
formulates a marketing mix that includes factors under its control – product, price,
place, and promotion.
For designing the best marketing mix and implementing it, the company undertakes
marketing analysis, planning, implementation, and control.
Target Consumers
In the context of intense competition, marketers must be customer-oriented to be
successful. This means customer satisfaction should be the ultimate goal of the
company.
For providing satisfaction to customers, a company must first understand their needs
and wants, which requires a careful analysis of consumers. As there are myriad types
of consumers with myriad types of needs, a company can’t satisfy all consumers in a
given market.
Therefore, the company must divide up the total market into segments, select the best
segments, and design the strategies for serving chosen segments most efficiently.
This task consists of four steps;

1. demand measurement and forecasting,

2. market segmentation,
3. market targeting, and
4. market positioning.

Market Segmentation

If the demand forecast seems encouraging, the company looks for ways to enter the
market. The market is composed of many types of customers, products, and needs.
The marketer has to identify which segments offer the best opportunity for
accomplishing objectives.

Consumers can be grouped in several ways. They can be grouped based on geographic
factors (countries, regions, cities); demographic factors (sex, age, income, education);
psychographic factors (social classes, lifestyles); and behavioural factors (purchases
occasions, benefits sought, usage rates).

The process of dividing a market into distinct groups of buyers with different needs,
characteristics, or behaviour who might require separate products or marketing mixes
is called market segmentation.

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A market segment consists of consumers who respond in a similar way to a given set
of marketing efforts. In the car market, for example, consumers who choose the
biggest, most comfortable car regardless of price make up one market segment—
another market segment would-be customers who care mainly about price and
operating economy.

It would not be easy to make one model of car that was the first choice of every
consumer. Companies are wise to focus their efforts on meeting the distinct needs of
one or more market segments.

Market Targeting

Market targeting is the process of evaluating each market segment’s attractiveness and
selecting one or more segments to enter. A company should target those segments in
which it can create the greatest customer value and sustain it over time. A company
with limited resources might decide to enter only one or a few special segments.

Or a company might decide to serve more than one segment, which consists of
different kinds of customers having the same basic wants. Or a large company might
decide to approach all market segments with a complete range of products.

Initially, most companies enter a new market by deciding to operate in a single

segment. If it proves rewarding, they add new segments.

Big companies ultimately go for covering the full market. They want to be the leading
companies in their industry. The leading company offers different products designed
to fulfil the special needs of each segment.

Market Positioning

Market positioning refers to the task of arranging for a product to occupy a clear,
distinctive, and desirable place relative to competing products in the minds of target
consumers. It also involves formulating competitive positioning for a product and a
detailed marketing mix.

Companies position their products in a way that distinguishes their products from
competing brands and gives them the best strategic advantage in their target markets.
For example, Chrysler compares its car to those of various competitors and concludes,
“Advantage: Chrysler.”

At Ford, “quality is job one,” and Mazda “just feels right.” Jaguar is positioned as “a
blending of the art machine,” whereas Saab is “the most intelligent car ever built.”

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Mercedes is “engineered like no other car in the world,” the Lincoln Town car is
“what a luxury car should be,” and the luxurious Bentley is “the closest a car can
come to having wings.” Such deceptively simple statements form the backbone of a
product’s marketing strategy.

In the first step of product positioning, the company identifies possible competitive
advantages on which the position would be built.

For gaining competitive advantages on which the position would be built, the
company must offer greater value to selected target segments. This can be done either
by charging lower prices than competitors do or by offering more benefits to justify
higher prices. When the company positions the product as offering greater value, it
must then deliver that greater value.

Sound positioning starts with actually differentiating the company’s marketing offer
from that of its competitors. After choosing the desired position, the company must
take proper steps to deliver and communicate that position to target consumers.

Developing the Marketing Mix

After deciding on an overall competitive marketing strategy, the company proceeds

towards planning the details of the marketing mix.

We define the marketing mix as the set of controllable, tactical marketing tools that
the firm blends to produce the response it wants in the target market.

The marketing mix consists of four groups of variables known as the “four ps.”

1. product,
2. price,
3. place, and
4. promotion.

1. Product

Creating a marketing campaign starts with an understanding of the product itself. Who
needs it, and why? What does it do that no competitor's product can do? Perhaps it's a
new thing altogether and is so compelling in its design or function that consumers will
have to have it when they see it.

The job of the marketer is to define the product and its qualities and introduce it to the
consumer.

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Defining the product also is key to its distribution. Marketers need to understand the
life cycle of a product, and business executives need to have a plan for dealing with
products at every stage of the life cycle.

The type of product also dictates in part how much it will cost, where it should be
placed, and how it should be promoted.

Many of the most successful products have been the first in their category. For
example, Apple was the first to create a touchscreen smartphone that could play
music, browse the internet, and make phone calls. Apple reported total sales of the
iPhone for FY 2022 at $205.4 billion. In 2021, it hit the milestone of 2 billion iPhones
sold.

2. Price

Price is the amount that consumers will be willing to pay for a product. Marketers
must link the price to the product's real and perceived value, while also considering
supply costs, seasonal discounts, competitors' prices, and retail markup.

In some cases, business decision-makers may raise the price of a product to give it the
appearance of luxury or exclusivity. Or, they may lower the price so more consumers
will try it.

Marketers also need to determine when and if discounting is appropriate. A discount

can draw in more customers, but it can also give the impression that the product is less
desirable than it was.

UNIQLO, headquartered in Japan, is a global manufacturer of casual wear. Like its

competitors Gap and Zara, UNIQLO creates low-priced, fashion-forward garments for
younger buyers.

What makes UNIQLO unique is that its products are innovative and high-quality. It
accomplishes this by purchasing fabric in large volumes, continually seeking the
highest-quality and lowest-cost materials in the world. The company also directly
negotiates with its manufacturers and has built strategic partnerships with innovative
Japanese manufacturers.

UNIQLO also outsources its production to partner factories. That gives it the
flexibility to change production partners as its needs change.

Finally, the company employs a team of skilled textile artisans that it sends to its
partner factories all over the world for quality control. Production managers visit
factories once a week to resolve quality problems.

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3. Place

Place is the consideration of where the product should be available—in

brick-and-mortar stores and online—and how it will be displayed.

The decision is key: The makers of a luxury cosmetic product would want to be
displayed in Sephora and Neiman Marcus, not in Walmart or Family Dollar. The goal
of business executives is always to get their products in front of the consumers who
are the most likely to buy them.

That means placing a product only in certain stores and getting it displayed to the best
advantage.

The term placement also refers to advertising the product in the right media to get the
attention of target consumers.

For example, the 1995 movie GoldenEye was the 17th instalment in the James Bond
movie franchise and the first that did not feature an Aston Martin car. Instead, Bond
actor Pierce Brosnan got into a BMW Z3. Although the Z3 was not released until
months after the film had left theatres, BMW received 9,000 orders for the car the
month after the movie opened.

4. Promotion

The goal of promotion is to communicate to consumers that they need this product and
that it is priced appropriately. Promotion encompasses advertising, public relations,
and the overall media strategy for introducing a product.

Marketers tend to tie together promotion and placement elements to reach their core
audiences. For example, In the digital age, the "place" and "promotion" factors are as
much online as offline. Specifically, where a product appears on a company's web
page or social media, as well as which types of search functions will trigger targeted
ads for the product.

The Swedish vodka brand Absolut sold only 10,000 cases of its vodka in 1980. By
2000, the company had sold 4.5 million cases, thanks in part to its iconic advertising
campaign. The images in the campaign featured the brand's signature bottle styled as a
range of surreal images: a bottle with a halo, a bottle made of stone, or a bottle in the
shape of the trees standing on a ski slope. To date, the Absolut campaign is one of the
longest-running continuous campaigns of all time, from 1981 to 2005.

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How To Use the 4 Ps of Marketing in Your Marketing Strategy

The four Ps provide a framework on which to build your marketing strategy. Think
through each factor. And don't worry when the factors overlap. That's inevitable.

First, analyse the product you will be marketing. What are the characteristics that
make it appealing? Consider similar products that are already on the market. Your
product may be tougher, easier to use, more attractive, or longer-lasting. Its
ingredients might be environmentally friendly or naturally sourced. Identify the
qualities that will make it appealing to your target consumers.

Think through the appropriate price for the product. It's not simply the cost of
production plus a profit margin. You may be positioning it as a premium or luxury
product or as a bare-bones, lower-priced alternative.

Placement involves identifying the type of store, online and off, that stocks products
like yours for consumers like yours.

Promotion can only be considered in the context of your target consumer. The product
might be appealing to a hip younger crowd or to upscale professionals or to bargain
hunters. Your media strategy needs to reach the right audience with the right message.

When Did the 4 Ps Become the 7 Ps?

The focus on the four Ps—product, price, place, and promotion—has been a core tenet
of marketing since the 1950s. Three newer Ps expand the marketing mix for the 21st
century.

People

A company’s people are at the forefront when interacting with customers, taking and
processing their enquiries, orders and complaints in person, through online chat, on
social media, or via the call centre. They interact with customers throughout their
journey and become the ‘face’ of the organisation for the customer. Their knowledge
of the company’s products and services and how to use them, their ability to access
relevant information and their everyday approach and attitude needs to be optimised.
People can be inconsistent but with the right training, empowerment and motivation
by a company, they can also represent an opportunity to differentiate an offering in a
crowded market and to build valuable relationships with customers.

Aren’t businesses dependent on the individuals who manage them? Having the right
people is a no-brainer since they are as much a part of your business offering as the
products/services you provide. Employee performance, appearance, and customer
service are all examples of this.

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As a result, establishing what constitutes the “appropriate people” for your company
might be difficult, but it should include the following three factors:

● Exceptional service
● Genuine enthusiasm
● Be open to suggestions

Tip: Having the right teammates is an organisational benefit that influences your
market position.

Process

All companies want to create a smooth, efficient and customer-friendly journey – and
this can’t be achieved without the right processes behind the scenes to make that
happen. Understanding the steps of the customer journey – from making an inquiry
online to requesting information and making a purchase – helps us to consider what
processes need to be in place to ensure the customer has a positive experience. When a
customer makes an inquiry, how long will they have to wait before receiving a
response? How long do they wait between booking a meeting with the sales team to
the meeting taking place? What happens once they make an order? How do we make
sure reviews are generated after a purchase? How can we use technology to make our
processes more efficient? All of these considerations help build a positive customer
experience.

The process in the marketing mix is the method through which your product or service
is presented to clients. Your sales funnel, distribution system or other methodical
operations can ensure your company functions properly. You also want to make sure
that your procedure is well-organised to save money.

Other examples include the order in which individuals complete activities, the
quantity of inquiries received by salespeople, and how performance is recorded and
assessed.

Physical Evidence

Physical evidence provides tangible cues of the quality of experience that a company
is offering. It can be particularly useful when a customer has not bought from the
organisation before and needs some reassurance, or is expected to pay for a service
before it is delivered. For a restaurant, physical evidence could be in the form of the
surroundings, staff uniform, menus and online reviews to indicate the experience that
could be expected. For an agency, the website itself holds valuable physical evidence

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– from testimonials to case studies, as well as the contracts that companies are given
to represent the services they can expect to be delivered.

Physical proof is a must-have for the 7 Ps of marketing. It might be material or

intangible, and you should provide proof of delivery. Product packaging, receipts, and
customer service are all physical examples. The perception of a company’s product in
the marketplace is intangible physical proof.

Consistent branding across channels is a means to impact customers’ views to the

point that your brand is the first thing that comes to mind when they hear a word,
sound, or phrase.

Consider who comes to mind when you think about fast Pizza. Pizza Hut is a popular
answer. Their existence in the marketplace is immediately noticeable. That is
Intangible physical evidence.

26
 1.5 INTRODUCTION TO NIKE

Everyone knows Nike. Even your grandpa probably does. But hardly anyone
understands how mighty Nike is compared to other global sports brands out there, like
Adidas, for example.

So before we begin digging into Nike’s marketing strategy and tactics, let me share a
bit of history with you:

Nike, Inc., formerly Blue Ribbon Sports from 1964 to 1978, is an American
sportswear company headquartered in Oregon. The company was founded in 1964 by
Bill Bowerman as Blue Ribbon Sports. Bill was a coach at the University of Oregon
and decided to start a business with his former student Phil Knight.

The first retail outlet was opened in 1966 and, in 1972, launched the Nike brand shoe.
The company renamed itself Nike, Inc., in 1978 and went public in 1974. Going into
the 21st century, Nike has retail outlets and product distributors in more than 170

27
countries, while its logo - a checkmark with a curve called the “swoosh” - is
recognized throughout the world.

Fun fact: The brand name Nike is not a senseless sequence of letters. After the Greek
goddess of speed, strength, and victory, the name is also known as Winged Goddess.
That is where Nike’s swoosh took inspiration - a wing.

That is just the history of Nike; how about the marketing performance that the
company has?

Let’s check it out.

■ Nike has the most dominant market share in North America’s athletic apparel
industry (around 27.4% and, recently, own a whopping 96% of the market for
basketball shoe industry), and continues to outpace the competitors when it
comes to sales:
■ Nike’s basketball sneakers Air Jordan’s brand generated over $3.14 billion in
the 2019 fiscal year, up 10% from the previous year.
■ Nike’s SEO strategy is also top-notch. SEMRush shows that over 60M users
land on Nike’s website monthly, spending almost 7 minutes on the site and
browsing almost 5 pages.
■ Nike’s annual revenue still grows steadily year after year. Some experts predict
that Nike’s revenue will be able to grow by almost 25% through the fiscal year
2021 and reach $45.4 billion.

Impressive stats, right? Now let’s see what marketing strategy Nike uses to create so
much buzz around the brand and continue growing despite fierce competition from
other sports industry player

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 1.6 NIKE MISSION AND VISION

Nike Mission Statement

Our mission is to bring inspiration and innovation to every athlete* in the world. [*If you
have a body, you are an athlete.] This mission drives us to do everything possible to expand
human potential. We do that by creating groundbreaking sport innovations, by making our
products more sustainable, by building a creative and diverse global team and by making a
positive impact in communities where we live and work.

Nike Vision Statement

We see a world where everybody is an athlete — united in the joy of movement. Driven by
our passion for sport and our instinct for innovation, we aim to bring inspiration to every
athlete in the world and to make sport a daily habit.

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 1.7 NIKE MARKETING STRATEGY

What is Nike’s marketing strategy?

Nike’s marketing tactic leverages the four Ps—product, price, promotion, and place.

While these elements are fundamental in every marketing strategy, Nike understands

how to gain an advantage. The brand uses a good combination of these components to

lure more potential leads.

1. Price – Nike products come at premium prices. However, customers still aren’t
bothered by this because Nike knows how to position their products which
emphasises the benefits. And for consumers, this is essential.
2. Product – You can’t deny that Nike products are high-quality and aesthetically
unique compared to other footwear brands. And Nike takes pride in
maintaining this reputation regarding its footwear.
3. Promotion – Nike’s marketing efforts are carefully created to target a particular
group of people, even with varying demographics and psychographics.
4. Place – The brand also leverages third-party resellers and retailers to skyrocket
sales. However, the brand diversifies its selling channels, such as online stores
and physical locations.

Nike’s marketing strategy isn’t a tough nut to crack. Binge on a couple of your

favourite Nike advertisements, and you’ll see there are common denominators you can

quickly pinpoint. But here’s what you can learn from the Nike marketing strategy:

30
1. Target audience segmentation

A golden rule in marketing is to define your target audience clearly. Once you’ve

narrowed down your target audience, you can classify them into groups. This way,

advertisers can experiment with their marketing campaigns. Nike’s target market is

diverse, making its reach extensive. The brand identifies its target audience through

demographics, psychographics, behaviour, and location.

Segmentation is advantageous if you’re diversifying your advertising efforts. You’ll

know how to use specific campaigns that sit well with a particular group. This way,

budget, time, and effort won’t go to waste.

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2. Not overselling the products

If you gather your favourite Nike advertisements, you’ll notice that the brand doesn’t

put its products in the limelight. Most of the highlights in their videos are pointed

toward the athletes’ or people’s struggles. They create a good storyline that everyone

can relate to. Regardless of your status, the struggles are vague enough to instil

relevance within Nike’s target audience. However, these struggles are also identified

carefully so the audience can put themselves into the athlete’s shoes.

For example, Nike targets mothers who juggle taking care of children and regular

training. The struggle itself relates to all mothers who have a lot on their plate.

However, Nike identifies mothers who are into an active and healthy lifestyle.

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3. A focus on pain points

Another rudimentary element in Nike’s advertising strategy is its focus on its target

audience’s pain points. Nike’s vision for its users is geared toward achievement and

triumph in their lives. Unfortunately, we all know this win can come with many

hurdles along the way. Successful athletes stood on podiums because of their hard

work and determination.

But what the public eye doesn’t see is the struggles behind the success. Nike

emphasises this so potential customers can relate to the brand and its vision. In turn, it

gives them a sense of inclination toward a brand that understands their daily pain

points.

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4. Emotional marketing

If you look at some of Nike’s video advertisements, you can’t help but shed a tear or

two. Any advertiser can attest to how Nike leverages emotional appeal to tug at their

audience’s heartstrings. Every video and still advertisement has a gist behind its

creation, which the viewers can learn from.

Relevance is significant in advertising, and Nike integrates this element into its

marketing campaigns. Relevance in messaging and visuals is the primary reason why

Nike’s advertising methods reel in more customers.

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5. Working with celebrities and influencers

Nike’s marketing strategy also relies on celebrities, influencers, and athletes. The

brand supports popular and unpopular athletes who have motivational stories and

journeys to share. Working with people who have been on the same road will make

brand communication stronger. This is because people look up to others who can rise

amidst the struggles in their lives.

35
 1.8 NIKE TARGET AUDIENCE

Nike’s Target Audience

To truly understand the effectiveness of Nike's marketing strategy, it's crucial to

dissect the various segments within their vast target audience. Nike's ability to connect

with different consumer groups is a central theme in this Nike marketing strategy case

study. Let's delve deeper into these segments:

1. Athletes, Professionals, and Enthusiasts: Nike casts a wide net, catering to

athletes at all levels, from elite professionals to passionate enthusiasts. Their

product range is meticulously designed to enhance athletic performance,

making Nike the preferred choice for athletes worldwide.

2. Running Enthusiasts: Nike's dominance in the running domain is

unparalleled. They offer an extensive selection of running shoes, apparel, and

accessories tailored to the specific needs of runners, whether they're seasoned

marathoners or occasional joggers.

3. Sports Enthusiasts: Beyond athletes, Nike appeals to anyone with a fervent

passion for sports. Their marketing efforts invite individuals to adopt the

mindset of an athlete, whether they actively engage in sports or simply lead an

active lifestyle.

4. Women in Sports: Recognizing the growing influence of women in sports,

Nike has dedicated a significant portion of their marketing efforts to empower

female athletes and sports enthusiasts.

5. Young Athletes: Nike understands the importance of cultivating brand loyalty

from a young age. Their marketing strategies are crafted to inspire and engage

young athletes, nurturing a lifelong connection to the brand.

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 6. Sustainability Advocates: In recent years, Nike has expanded its reach to

consumers who prioritise sustainability and ethical practices. Their marketing

seamlessly integrates these values, resonating with the environmentally

conscious audience.

This diverse and inclusive approach to their target audience has been a pivotal factor

in the success of Nike's marketing strategy. It showcases their ability to resonate with

a wide range of consumers, from professional athletes to environmentally conscious

individuals.

37
 1.9 NIKE SNEAKERS

1. *Nike x Off-White by Virgil Abloh:* This collaboration between

Nike and fashion designer Virgil Abloh resulted in "The Ten" collection, featuring

deconstructed and reimagined versions of iconic Nike sneakers such as the Air Jordan

1, Air Max 90, and Blazer. The partnership has spawned multiple releases and is

highly sought after by sneaker enthusiasts.

2. Nike x Travis Scott:* Rapper Travis Scott has collaborated with Nike on several

sneaker releases, including the Air Jordan 1 "Cactus Jack," Air Jordan 4 "Cactus

38
Jack," and Air Max 270 React "Cactus Trails." These collaborations feature unique

designs inspired by Scott's music and personal style.

39
 3. Nike SB x Supreme:* Nike has collaborated with streetwear brand

Supreme on multiple occasions to release limited edition sneakers under the Nike SB

line. These collaborations often feature bold designs, premium materials, and

co-branding elements that appeal to sneaker collectors and streetwear enthusiasts.

40
4. Nike x Sacai:* Japanese fashion label Sacai has partnered with Nike to create

innovative and avant-garde sneaker designs. The collaboration has produced hybrid

sneakers such as the Nike LDWaffle and Nike Blazer Mid, which feature layered

constructions and exaggerated proportions.

41
 5. *Nike x Travis Scott x Fragment Design:* This collaboration brought together

Travis Scott, Fragment Design founder Hiroshi Fujiwara, and Nike to create the Air

Jordan 1 High OG "Fragment," a highly coveted sneaker that combines elements of

the iconic Air Jordan 1 silhouette with Fragment Design's signature aesthetic.

42
 6. Nike x Dior:* Nike collaborated with luxury fashion house Dior to release

the Air Jordan 1 High OG Dior, a premium sneaker crafted from high-quality

materials and featuring subtle Dior branding. The limited edition release was highly

exclusive and showcased the intersection of streetwear and luxury fashion.

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 7. *Nike x Parra:* Dutch artist Piet Parra has collaborated with Nike on several

occasions to create vibrant and colourful sneaker designs. The Nike x Parra

collaborations often feature bold patterns, playful graphics, and Parra's distinctive

artwork.

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 8. Nike x A-COLD-WALL:* British fashion label A-COLD-WALL has

collaborated with Nike to release experimental and avant-garde sneaker designs,

including the Nike Zoom Vomero +5 and Nike Air Force 1 High. These collaborations

explore themes of deconstruction, utility, and industrial design.

45
 1.10 Nike Consumer Ratings and Reviews Terms of

Service

These Terms of Service govern your conduct associated with the Customer Ratings

and Reviews service offered by Nike (the "CRR Service"). Your conduct is also

subject to Nike's online Terms of Use and Privacy Policy. When you submit content

for posting on our site, you permit us to post your submission with your screen name,

city and country.

By submitting any content to NIKE, you represent and warrant that:

1. you are the sole author and owner of the intellectual

property rights thereto;

2. all "moral rights" that you may have in such content have

been voluntarily waived by you;

3. all content that you post is accurate;

4. you are at least 13 years old; and that

5. use of the content that you supply does not violate these

Terms of Service and will not cause injury to any person

or entity.

You further agree and warrant that you shall not submit any content:

1. that is known by you to be false, inaccurate or misleading;

46
 2. that infringes any third party's copyright, patent,

trademark, trade secret or other proprietary rights or rights

of publicity or privacy;

3. that violates any law, statute, ordinance or regulation

(including, but not limited to, those governing export

control, consumer protection, unfair competition,

anti-discrimination or false advertising);

4. that is, or may reasonably be considered to be,

defamatory, libellous, hateful, racially or religiously

biassed or offensive, unlawfully threatening or unlawfully

harassing to any individual, partnership or corporation;

You agree to indemnify and hold NIKE (and its officers, directors, agents, subsidiaries,

joint ventures, employees and third-party service providers, including but not limited

to Bazaarvoice, Inc.), harmless from all claims, demands and damages (actual and

consequential) of every kind and nature, known and unknown including reasonable

lawyers' fees, arising out of a breach of your representations and warranties set forth

above, or your violation of any law or the rights of a third party.

For any content that you submit, you grant NIKE, Inc., including its affiliates and

subsidiaries, a perpetual, irrevocable, royalty-free, transferable right and licence to use,

copy, modify, delete in its entirety, adapt, publish, translate, create derivative works

from and/or sell and/or distribute such content and/or incorporate such content into any

form, medium, product or technology throughout the world without compensation to

you.

47
All content that you submit may be used at NIKE's sole discretion. NIKE reserves the

right to change, condense or delete any content on NIKE's website that NIKE deems,

in its sole discretion, to violate the content guidelines or any other provision of these

Terms of Service. NIKE does not guarantee that you will have any recourse to edit or

delete any content that you have submitted. Ratings and written comments are

generally posted within two to four business days.

However, NIKE reserves the right to remove or to refuse to post any submission for

any reason. You acknowledge that you, not NIKE, are responsible for the contents of

your submission. None of the content that you submit shall be subject to any obligation

of confidence on the part of NIKE, its agents, subsidiaries, affiliates, partners or

third-party service providers and their respective directors, officers and employees.

By submitting your email address in connection with your rating and review, you agree

that NIKE and its third-party service providers may use your email address to contact

you about the status of your review and other administrative purposes.

48
 1.11 Nike SWOT analysis

Strengths

1. Strong brand image: Nike has built a powerful reputation as one of the most
valuable and well-known brands in the world. Both the "swoosh" emblem and "Just
Do It" tagline are instantly recognizable the world over as symbols of high quality and
uncompromising performance (Businessmodelanalyst, 2023).

2. Product innovation: Nike has a long tradition of pioneering new designs for its
footwear, clothing, and accessories. It puts a lot of money into R&D to come up with
innovative products.

3. Global presence: Nike has an extensive worldwide footprint, with a presence in

more than 190 countries throughout the world. Its broad client base is made possible
by its strong retail alliances and wide-ranging distribution system (Yao & Chen,
2019).

4. Marketing and advertising: Nike's ads and promotions consistently reach and
resound with their intended demographic. It appeals to customers' aspirations and
emotions by using endorsements from well-known sportsmen and celebrities.

49
 Weaknesses:

1. Controversies: Concerns have been raised about Nike's treatment of workers,

the safety of its facilities, and the company's commitment to the environment. These
problems might hurt the company's image and credibility in the marketplace (Auburn,
2022).

2. Dependence on third-party manufacturers: Nike relies on third-party suppliers

for production, most of which are based in low-wage nations. Because of this reliance,
it may be susceptible to problems with quality control and interruptions in the supply
chain.

3. High pricing: Nike's items often cost more than those offered by other
companies. This pricing approach might reduce sales to price-conscious customers
and cause the company to lose ground in certain markets (Mahdi, et al., 2015).

4. Over Reliance on footwear: Nike's over-concentration of the shoe business is

indicative of the company's lack of breadth in other areas. The corporation runs the
danger of being vulnerable to the effects of shifting customer tastes and preferences
because of its exclusive concentration.

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 Opportunities

1. Growing athleisure market: The demand for athleisure, a style that fuses
athletic and streetwear, is expanding. Nike may cash in on this fad by increasing the
variety of its athleisure options.

2. E-commerce growth: With consumers spending more time buying online, Nike
may take advantage of this trend and boost its online business. The expansion of the
company's client base may be accomplished via the use of digital marketing and the
improvement of the online purchasing experience (Bstrategyhub, 2022).

3. International expansion: The demand for Nike's sports footwear and gear is
skyrocketing in developing countries like China, India, and Brazil, where the company
may enhance its international footprint. There is a lot of room for expansion in these
areas.

4. Sustainability focus: Concern for the environment and long-term viability are on
the minds of more and more buyers. Nike may reach out to customers who care about
the environment by investing in eco-friendly production practices and publicising the
company's eco-friendly activities.

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 Threats:

1. Intense competition: Nike's rivalry with established sportswear firms like

Adidas and Under Armour, as well as newer brands, is fierce. These rivals often
mimic Nike's winning techniques and may even undercut the company on price (John,
2023).

2. Changing consumer preferences: Preference shifts Customers' tastes and fads

in the apparel and sporting goods industries are always shifting. Nike must regularly
update its product line and advertising campaigns to meet the changing requirements
of its target market.

3. Counterfeit products: Strong brand recognition makes Nike a prime target for
knockoffs. When customers buy knockoffs without realising it, they hurt Nike's
reputation and its bottom line.

4. Economic factors: Macroeconomic issues such as currency exchange rate

fluctuations, changes in consumer buying habits during economic downturns, and
geopolitical uncertainty that affect international commerce may have an effect on
Nike's company.

52
 10 Major "Nike" Competitive
Advantage
Nike is one of the most popular brands in the world. The company has a long history of
success and a loyal customer base. Nike also has a reputation for innovation and quality.

There are many reasons why Nike is so successful, but these 10 competitive

advantages are some of the most important.

53
1. Incredibly Strong Brand Recognition

Nike is one of the most recognizable brands in the world. The company has built up a

strong reputation for quality and innovation over the years. This has resulted in a large

number of loyal customers who are willing to pay a premium for Nike products.

They have partnered with iconic athletes like Michael Jordan and Tiger Woods, which has

helped to increase their brand awareness even further. In addition, Nike’s marketing is often

seen as being very creative and effective.

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2. A Diversified Product Line

Nike sells a wide range of products, including clothing, shoes, and equipment for a

variety of sports. This diversification helps to protect Nike from fluctuations in any one

particular market.

If sales of one product type slow down, Nike can make up for it with increased sales in

another product category. This diversification also gives Nike a large number of

potential customers to target.

55
3. A Strong Focus on Innovation

Another great competitive advantage is their speed of iteration and innovation. Nike is

always looking for ways to improve their products and stay ahead of the competition.

They have invested heavily in research and development over the years, which has helped

them to create some of the most innovative products on the market. In

addition, Nike’s use of cutting-edge technology often gives them a significant advantage

over other brands.

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4. A Global Presence

Nike has a strong presence in countries all over the world. This gives them a larger

potential customer base to sell their products to. In addition, Nike’s global supply chain

allows them to source materials and produce products at a lower cost than many of their

competitors.

57
5. A Strong Financial Position

They are also a financially very strong company. They have been consistently profitable

over the years and have a large cash reserve. This financial strength gives Nike the ability

to invest in new products and marketing campaigns, as well as take advantage of

opportunities that may arise.

58
6. A Large and Loyal Customer Base

There is no other fan base like Nike's. They're fiercely loyal, dedicated, and

passionate. Nike has built up a large customer base of individuals who love their

products and brand.

This loyalty has been earned through years of producing high-quality products and

delivering on their promises. In addition, Nike’s customer base is also quite diverse, which

gives them a broad reach to sell their products.

59
7. A Strong Relationship with Suppliers

Nike has built up strong relationships with their suppliers over the years. This gives them

an advantage in terms of cost and availability of materials. In addition, Nike’s supplier

relationship management team is very effective at managing these relationships and

ensuring that Nike always has access to the best materials at the best prices.

60
8. An Excellent Marketing Strategy

Nike’s marketing strategy is very effective and has helped them to achieve a high level

of brand awareness. In addition, Nike’s use of celebrity endorsements, social media, and

innovative advertising campaigns have also been very successful in driving sales.

61
9. A Strong Online Presence

They have a very strong online presence. Their website is easy to use and navigate, and

they have an extensive online product catalogue. In addition, Nike offers a great online

shopping experience with fast shipping and easy returns.

Whether it is social media or SEO Nike has a very strong online presence that helps them

reach a large number of potential customers.

62
10. A Great Place to Work

Nike is often ranked as one of the best places to work. This attracts top talent to the

company and helps to create a positive working environment. In addition, Nike’s

employee retention rate is very high, which saves them money on training and

recruitment costs.

These are just a few of the many competitive advantages that Nike has over other brands.

Their strong focus on innovation, global presence, financial strength, large customer base,

and great marketing strategy are just a few of the things that make Nike one of the most

successful companies in the world.

63
What is Nike's Competitive Strategy?

Nike's competitive strategy is based on a combination of product innovation, brand

strength, and global expansion. They essentially want to keep their cost structure low and

their revenue high, essentially maintaining an ever greater margin on each product they

sell. This strategy has been successful for Nike thus far, as they've managed to remain one

of the most profitable companies in the world.

In order to maintain their competitive advantage, Nike must continue to innovate both their

products and their marketing strategies. They also need to keep a close eye on their costs,

as any increase in expenses could eat into their margins. Additionally, they need to

continue to expand into new markets, as this will help them reach even more customers and

continue to grow their business.

64
What Nike is Doing Right?

Nike is doing a lot of things right. They have a strong focus on innovation, they're

expanding into new markets, and they have a very strong brand. Additionally, their

marketing strategies are effective and they have a great online presence. All of these things

give Nike a competitive advantage over other brands.

65
What has Nike Done Wrong?

Nike has not done much wrong. However, one potential weakness is their dependence

on suppliers. If Nike's suppliers were to raise prices or decrease the quality of their

materials, Nike would likely have to either pass those costs on to consumers or accept

lower margins.

Additionally, Nike is facing increased competition from other brands, such as Under Armour

and Adidas. Nike will need to continue to innovate and differentiate their products in order

to stay ahead of the competition.

Additionally, where they were successful with collaborating with Michael Jordan to

produce the Jordan range, they missed out on the opportunity to partner up with Kanye

West, where Adidas has taken advantage with their Yeezy range. This has been a recent

issue as of late.

66
Nikes Needs to Think About Diversification

With the market forever getting more saturated Nike needs to start thinking about

diversifying their product range in order to stay ahead of the competition and keep

growing as a business. They have already started to do this with their acquisition of

Converse, but they could potentially do more.

Final Thoughts

Nike is a very strong and successful company. They have a lot of competitive

advantages that allow them to maintain their position as one of the leaders in the

market. However, they need to continue to innovate and expand in order to stay

ahead of the competition. Additionally, they need to think about diversifying product range in

order to keep growing as a business.

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CHAPTER 2: LITERATURE REVIEW

68
1. Branding and Brand Image:

Nike's success in the athletic footwear market is largely attributed to its strong brand

image and innovative branding strategies. Researchers have highlighted the

importance of brand equity and brand image in shaping consumer perceptions and

driving purchase decisions (Keller, 2013). Nike's iconic swoosh logo, aspirational

brand messaging, and association with high-profile athletes have contributed to its

status as a symbol of athletic excellence and lifestyle aspiration (Pitta & Katsanis,

2018).

2. Product Innovation and Design:

Central to Nike's marketing strategy is its commitment to product innovation and

design excellence. Scholars have examined Nike's use of cutting-edge technologies,

such as Air Max cushioning, Flyknit construction, and React foam, to differentiate its

products and enhance performance, comfort, and style (Thakur, 2015; Kwon & Kim,

2020). Nike's ability to anticipate consumer needs and deliver innovative solutions has

enabled it to maintain a competitive edge in the marketplace.

3. Digital Marketing and Social Media:

In the digital age, Nike has leveraged digital marketing channels and social media

platforms to engage with consumers, build brand communities, and drive online sales.

Researchers have explored Nike's use of social media platforms, such as Instagram,

Twitter, and YouTube, to amplify brand messaging, showcase product innovations,

and interact with consumers in real-time (Kaplan & Haenlein, 2010). Nike's digital

marketing campaigns, including #JustDoIt and Nike+, have been instrumental in

fostering brand loyalty and driving brand advocacy among consumers.

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4. Sponsorships and Endorsements:

Nike's strategic partnerships and celebrity endorsements have played a pivotal role

in its marketing strategy. Studies have examined the impact of Nike's high-profile

sponsorships of athletes, teams, and sporting events on brand visibility, consumer

perception, and sales performance (Chadwick & Thwaites, 2018). Nike's endorsement

deals with elite athletes, such as Michael Jordan, LeBron James, and Serena Williams,

have helped solidify its position as a dominant force in the sports industry.

5. Community Engagement and CSR:

Beyond traditional marketing tactics, Nike has embraced community engagement

and corporate social responsibility (CSR) initiatives to connect with consumers and

demonstrate its commitment to social and environmental sustainability. Researchers

have explored Nike's CSR efforts, including initiatives to reduce carbon emissions,

promote diversity and inclusion, and empower underprivileged communities through

sports (Lee & Barker, 2017). Nike's engagement with local communities and advocacy

for social justice causes have resonated with consumers and enhanced its brand

reputation.

In conclusion, the literature on marketing strategies of Nike sneakers underscores the

brand's innovative approach to branding, product development, digital marketing,

sponsorships, and corporate social responsibility. By understanding and analysing

these marketing strategies, marketers and scholars can glean valuable insights into

Nike's success and its implications for the broader athletic footwear industry.

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References:

- Chadwick, S., & Thwaites, D. (2018). Global sport sponsorship. Routledge.

- Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges

and opportunities of Social Media. Business Horizons, 53(1), 59-68.

- Keller, K. L. (2013). Strategic brand management: Building, measuring, and

managing brand equity. Pearson Education India.

- Kwon, Y. H., & Kim, M. J. (2020). A study on the design strategy of sportswear

based on the design philosophy of sportswear brands. International Journal of Fashion

Design, Technology and Education, 13(1), 83-91.

- Lee, Y. C., & Barker, J. (2017). Corporate social responsibility in global value

chains: Nike's approach. Business & Society, 56(3), 391-423.

- Pitta, D. A., & Katsanis, L. P. (2018). Nike's brand image: A global perspective.

Journal of International Consumer Marketing, 30(1), 31-42.

- Thakur, R. (2015). Nike's strategies to become the leader in the sportswear market.

International Journal of Engineering Technology, Management and Applied Sciences,

3(7), 63-67.

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CHAPTER 3: RESEARCH METHODOLOGY

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 CHAPTER 3: RESEARCH METHODOLOGY

Research methodology on Nike sneakers involves the systematic planning, execution,

and evaluation of research activities aimed at understanding and analysing the

marketing strategies employed by Nike in promoting its sneakers. It encompasses the

following key components:

1. *Research Design*:

- Selection of appropriate research design, such as descriptive, exploratory, or causal

research, to address the research objectives and hypothesis.

- Determination of research scope, objectives, and hypotheses to guide the research

process.

2. *Data Collection Methods*:

- Identification and selection of data collection methods, including primary and

secondary research approaches.

- Primary research methods may include surveys, interviews, focus groups, and

observational studies to gather firsthand insights from consumers, industry experts,

and stakeholders.

- Secondary research methods involve the analysis of existing literature, market

reports, industry publications, and online sources to gather relevant information and

insights on Nike's marketing strategies.

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3. *Sampling Techniques*:

- Determination of sampling techniques and sample size to ensure representative and

valid data collection.

- Selection of target populations, sampling frames, and sampling methods, such as

random sampling, stratified sampling, or convenience sampling, depending on

research objectives and resources available.

4. *Data Analysis*:

- Utilisation of qualitative and quantitative data analysis techniques to analyse and

interpret research findings.

- Qualitative data analysis may involve thematic analysis, content analysis, or

narrative analysis to identify patterns, themes, and insights from textual data.

- Quantitative data analysis includes statistical analysis, regression analysis, and

correlation analysis to examine relationships, trends, and patterns in numerical data.

5. *Ethical Considerations*:

- Adherence to ethical principles and guidelines in conducting research, including

informed consent, confidentiality, and privacy of research participants.

- Compliance with ethical standards and regulations governing research involving

human subjects, data privacy, and intellectual property rights.

74
6. *Research Limitations*:

- Identification and acknowledgment of potential limitations and constraints of the

research methodology, such as sample bias, data validity, and external validity.

- Discussion of methodological limitations and their implications for the

interpretation and generalisation of research findings.

Overall, research methodology on Nike sneakers provides a structured framework for

conducting empirical research, generating insights, and contributing to the

understanding of Nike's marketing strategies in the context of athletic footwear. By

employing rigorous research methodologies, researchers can produce credible and

actionable findings that inform marketing strategy development and decision-making

in the footwear industry.

75
 3 .1 OBJECTIVES

1. To analyse the evolution of marketing strategies employed by Nike in the

promotion of its sneaker products over the past decade.

2. To examine the effectiveness of Nike's branding initiatives in creating brand

awareness, perception, and loyalty among consumers.

3. To evaluate the role of product innovation and design excellence in driving

consumer engagement and sales of Nike sneakers.

4. To assess the impact of digital marketing channels, including social media,

influencer partnerships, and e-commerce platforms, on the promotion and sales of
Nike sneakers.

5. To investigate consumer preferences, attitudes, and purchase behaviour related to

Nike sneakers, including factors influencing purchase decisions and brand loyalty.

6. To explore the cultural significance of Nike sneakers in popular culture, streetwear,

and sneaker enthusiast communities.

76
 3.2 SCOPE

1. *Overview of Nike and its Sneaker Business*:

- Highlight the significance of Nike's sneaker business within the company's overall
product portfolio.
- Briefly discuss the historical background and evolution of Nike sneakers.

2. *Objectives of the Study*:

- Clearly define the objectives of the study, outlining the specific aspects of Nike's
marketing strategies to be analysed and evaluated.
- Specify the research questions guiding the study and the expected outcomes.

3. *Analysis of Nike's Target Market*:

- Identify and analyse Nike's target market segments for its sneaker products.
- Explore demographic, psychographic, and behavioural characteristics of Nike's
target consumers.
- Discuss how Nike tailors its marketing strategies to appeal to different consumer
segments.

4. *Branding and Brand Identity*:

- Examine Nike's branding strategies and the development of its brand identity in the
sneaker market.
- Analyse the key elements of Nike's brand image, including its logo, slogan ("Just
Do It"), and iconic sneaker designs.
- Discuss the role of brand equity and brand loyalty in driving consumer preferences
for Nike sneakers.

5. *Product Design and Innovation*:

- Investigate Nike's approach to product design and innovation in its sneaker

development process.
- Explore the use of technology, materials, and design elements in creating
innovative and high-performance sneakers.
- Highlight notable Nike sneaker models and design features that have contributed to
the brand's success.

77
 3.3 LIMITATION OF THE STUDY

Due to the limitation of time, only a few people were selected for the study. So the
sample of consumers was not enough to generalise the finding of the study.

There can be many interpretations & explanations to the data collected. This is
empirical study and the research provides the explanation as understood by the
researcher only.

The source of data for the study was primary data with the help of self-administered
questionnaire. Hence, the chance of biassed response cannot be eliminated through all
necessary steps to avoid the same.

The data taken from secondary sources like the internet, newspapers, and books may
lack some proper explanation or may be not properly interpreted.

The responses of customers are presented in a way convenient to the researcher and
can be interpreted in different ways

78
 3.4 DATA COLLECTION

Data collection was based on two types of data, secondary data and the primary one.
The secondary data is extremely useful in better understanding the problem behind the
research questions. In this case it was derived from the fashion marketing literature,
scholar articles, fashion blogs and companies' websites.

The primary data is generally defined as observations, experiments, questionnaires

and interviews. It included a semi-structured interview with the assistant marketing
manager of a reserved company. What is more, questionnaires with mostly
close-ended
questions were provided to polish students through an online platform.

Interview questions as well as questionnaire questions were designed in the manner

not to be influenced by an interviewer, however it cannot be guaranteed that individu-
als were not affected by any disturbances in their environment.

Hence, the study is to a large extent grounded on secondary sources in order to grasp
information missing in the interview and questionnaires. The sources were examined
thoroughly to meet the requirements for validity and reliability. The approach called
systematic combining was used when analysing the data, which is not focused on ver-
ificatio and accuracy. It is rather claimed that multiple sources may contribute to dis-
covering new dimensions of the research problem.

Though, the questionnaires and interview helped to generate data about the most
effective fashion marketing strategies used by high street fashion brands, yet with a
higher number of participants especially marketing directors, visual merchandisers
and sales assistants the results would be more valid. When it comes to validity of sec-
Ordinary data it was derived from the topic-oriented literature and fashion marketing
websites. Because of the fact that this data is based on scholars ’knowledge and fash-
ion experts ’opinions as well as companies' published information, it is likely to be
Valid Reliability of the research could be questioned. The primary data was collected
Through The online surveys and interview, so it cannot be certain that respondents
were com-
pletely honest and the accuracy of the responses cannot be guaranteed. Although
data was gathered from different sources, the results might vary depending on time,
geographical area and people. As previously mentioned, compared to other industries,

79
The fashion market is extremely fast paced.

Subsequently, the results may vary in the case of different time span or with a higher
number of participants. Nevertheless, if the same sampling methods would be prac-
ticed in near future, surpassingly results could be similar, hence reliability of the study
is likely to be suitable.

1. *Secondary Data Collection*:

- *Literature Review*: Gather existing research papers, articles, books, and reports
on Nike's marketing strategies. Analyse academic journals, industry publications, and
online databases for relevant studies.

- *Company Reports*: Access Nike's annual reports, financial statements, and

investor presentations to understand its marketing objectives, strategies, and
performance metrics.

- *Market Research Reports*: Utilise market research reports from reputable firms
such as Euromonitor International, Statista, and IBISWorld to gain insights into the
athletic footwear market, consumer trends, and competitive landscape.

- *News and Media Sources*: Monitor news articles, press releases, and interviews
with Nike executives to stay updated on recent developments, marketing campaigns,
and brand initiatives.

- *Online Sources*: Explore Nike's official website, social media channels, and
digital marketing campaigns to assess its branding efforts, product launches, and
engagement with consumers.

2. *Primary Data Collection*:

- *Surveys*: Design and distribute surveys to gather feedback from consumers

about their perceptions, preferences, and purchasing behaviour related to Nike
sneakers. Use online survey platforms like Google Forms or SurveyMonkey to reach a
broader audience.

- *Interviews*: Conduct interviews with Nike employees, marketing professionals,

industry experts, and consumers to gain qualitative insights into Nike's marketing
strategies, brand positioning, and competitive advantages.

80
HO - NULL HYPOTHESIS
HA - ALTERNATIVE HYPOTHESIS

1. Hypothesis: Social media marketing positively influences consumers' purchase

intention of Nike sneakers.

- Null Hypothesis (H0): There is no significant relationship between social media

marketing and consumers' purchase intention of Nike sneakers.
- Alternative Hypothesis (HA): Social media marketing significantly influences
consumers' purchase intention of Nike sneakers.

2. Hypothesis: Celebrity endorsements have a significant impact on consumers'

brand perception of Nike sneakers.

- Null Hypothesis (H0): There is no significant relationship between celebrity

endorsements and consumers' brand perception of Nike sneakers.
- Alternative Hypothesis (HA): Celebrity endorsements significantly impact
consumers' brand perception of Nike sneakers.

3. Hypothesis: Limited edition releases contribute to increased brand loyalty

among consumers of Nike sneakers.

- Null Hypothesis (H0): Limited edition releases do not significantly contribute to

increased brand loyalty among consumers of Nike sneakers.
- Alternative Hypothesis (HA): Limited edition releases contribute to increased
brand loyalty among consumers of Nike sneakers.

4. Hypothesis: Product innovation positively affects consumers' purchase

intention of Nike sneakers.

81
 - Null Hypothesis (H0): There is no significant relationship between product
innovation and consumers' purchase intention of Nike sneakers.
- Alternative Hypothesis (HA): Product innovation positively affects consumers'
purchase intention of Nike sneakers.

5. Hypothesis: Digital marketing channels are more effective in promoting Nike

sneakers compared to traditional marketing channels.

- Null Hypothesis (H0): There is no significant difference in effectiveness between

digital marketing channels and traditional marketing channels in promoting Nike
sneakers.
- Alternative Hypothesis (HA): Digital marketing channels are more effective in
promoting Nike sneakers compared to traditional marketing channels.

82
CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

83
INTERPRETATION

based on the data provided, the age group with the highest percentage of respondents
is the 15-20 age group, which accounts for 54.2% of the total respondents. This indi-
cates that the majority of the respondents fall within the young adult category, which
is generally associated with individuals who are transitioning from adolescence to
adulthood.
The second highest percentage of respondents falls within the 20-30 age group, which
accounts for 27.1% of the total respondents. This indicates that there is a significant
proportion of middle-aged individuals in the sample population.

84
INTERPRETATION

Based on data given above brand reputation play major role for purchase decision
with the highest percentage rate 44.1%
Product design and innovation also main factor in buying decision with the
percentage rate 37.3%
Price and affordability plays major factor specially for middle class family with the
percentage rate 13.6%

85
INTERPRETATION

Based on the data given above people with the rate of 33.9% rate occasionally
engage with nike marketing campaigns on social media
30.5% of people engage with nike marketing campaigns on social media,they are
rarely or never
20.3% people engage with nike campaigns daily and 15.3% weekly

86
INTERPRETATION

Based on the data given above influencer partnership of nike resonates with people
with the highest rate of 32.2%
Product innovation and technology of nike resonates with people the percentage
rate of 30.5%
Limited edition releases of nike resonate with people the percentage rate of 27.1%
Community engagement initiatives of nike resonates with the people and the
percentage of 10.2%

87
INTERPRETATION

Based on the data given above people with rate of 42.4% they prefer to buy nike
sneakers In store
35.6% of people prefer to buy sneakers both equally store as well as online
15.3% of people they prefer to buy nike sneakers online

88
INTERPRETATION

Based on the data given above 30.5% they have not participated in the nike sponsored
but still they want to participated
There are two group of people with the equal rate of percentage of 27.1% they go but
frequently and occasionally
And 15.3% are not interested for the nike sponsored event

89
INTERPRETATION

Based on the data give above 35.6% of people they are likely to recommend people
or friends about nike sneakers
And 33.9% are very likely to recommend people or friends about nike sneakers
22% are very natural regarding nike sneakers
8.5% are unlikely it means they are not interested to nike sneakers

90
INTERPRETATION

Based on the data given above they are two group of people of 30.5% they find
product features and technology and celebrity endorsement and sponsorships most
appealing
And 28.8% of people find brand storytelling and messaging most appealing
10.2% of people find community engagement and event most appealing

91
INTERPRETATION

Based on the data given above people with the highest percentage rate of 44.1% find it
is most important ethical practices in nike marketing
And 32.2% of people find somewhat important
16.9% of people think of it is not very important for ethical practices in nike
marketing

92
INTERPRETATION

Based on the data given above 59.3% of people encounter nike marketing content on
instagram and 16.9% of people encounter twitter and 11.9% in youtube and facebook

93
INTERPRETATION

Based on the data given above 37.3% are very likely to purchase nike sneakers limited
edition because it is very expensive and 32.25 are very likely and 25.4% of people are
very neutral

94
INTERPRETATION

Based on the data given above 34.8% people want ot see improvement in nike is that
more sustainable material and 32.6% of people want improvement in nike is that more
variety in colorways and styles and 17.4% of people want improvement in nike that is
enhanced durability and quality and 15.2% of people want improvement is that
increased size inclusivity.

95
INTERPRETATION

Based on the data given above people are very fond of michael jordan with the highest
rate of 45.5% and 25% of people the buy nike sneakers by he influence of lebron
james and 20.5% of people influence by travis scott and 9.1% of people serena
williams

96
INTERPRETATION

Based on the data given above 34.8% people want ot see improvement in nike is that
more sustainable material and 32.6% of people want improvement in nike is that more
variety in colorways and styles and 17.4% of people want improvement in nike that is
enhanced durability and quality and 15.2% of people want improvement is that
increased size inclusivity.

97
 INTERPRETATION

Based on the data given above there are two group of same percentage rate the of
34.1% feels about that exclusivity and rarity and design and aesthetics motivate them
to buy nike sneakers
And 27.3% of people feels that collectibility and resale value motivates them to buy
nike sneakers

98
CHAPTER 5: FINDINGS, SUGGESTION AND CONCLUSION

99
 CONCLUSION AND SUGGESTION AND FINDING

5.1) FINDINGS

1) Target Audience Segmentation*: Identification of Nike's target audience

segments and their preferences, behaviours, and attitudes towards Nike sneakers.
Findings may reveal specific demographic, psychographic, or behavioural
characteristics of Nike's core consumer groups.

2) Marketing Communications*: Assessment of Nike's marketing

communications strategies, including advertising, promotions, and sponsorship
activities. Findings may indicate the effectiveness of various marketing channels and
messages in reaching and engaging with target audiences.

3) *Digital Marketing and Social Media*: Examination of Nike's digital

marketing and social media strategies, including its presence on platforms like
Instagram, Facebook, and Twitter. Findings may reveal consumer sentiment,
engagement levels, and the impact of digital campaigns on brand awareness and sales.

4) *Consumer Feedback and Satisfaction*: Collection of consumer feedback and

satisfaction ratings through surveys, reviews, and focus groups. Findings may indicate
consumer perceptions of Nike sneakers, satisfaction levels with product quality and
design, and areas for improvement.

5) *Competitive Landscape*: Examination of Nike's position within the

competitive landscape of the athletic footwear market, including comparisons with
key competitors like Adidas, Under Armour, and Puma. Findings may reveal Nike's
competitive advantages, market share trends, and areas of vulnerability.

6) *SWOT Analysis*: Conducting a SWOT analysis to identify Nike's strengths,

weaknesses, opportunities, and threats in the context of its marketing strategies for
sneakers. Findings may inform strategic recommendations for capitalising on
strengths, mitigating weaknesses, and exploiting opportunities.

100
 5.2 SUGGESTION

1. *Innovation in Product Design*: Continuously invest in research and

development to innovate Nike's sneaker designs, materials, and technologies. This will
help maintain a competitive edge in the market and cater to evolving consumer
preferences for performance, comfort, and style.

2. *Targeted Marketing Campaigns*: Develop targeted marketing campaigns that

resonate with specific consumer segments, such as athletes, fitness enthusiasts, fashion-
conscious individuals, and trendsetters. Personalising marketing messages and content
will help enhance consumer engagement and loyalty.

3. *Digital Marketing and Social Media*: Leverage digital marketing channels and
social media platforms to amplify brand visibility, engage with consumers in
real-time, and foster community-building. Invest in creative content, influencer
partnerships, and interactive experiences to enhance brand storytelling and consumer
interactions.

4). * Customer Experience and Engagement*: Focus on delivering exceptional

customer experiences at every touchpoint, from online shopping to in-store
interactions. Enhance customer engagement through personalised recommendations,
loyalty programs, and responsive customer service to build long-term relationships
and advocacy.

5). *Collaborations and Partnerships*: Explore strategic collaborations and

partnerships with other brands, designers, artists, and celebrities to create buzzworthy
product launches and limited-edition collections. Collaborations can help expand
brand reach, drive excitement, and attract new consumer segments.

6). *Data Analytics and Insights*: Utilise data analytics and consumer insights to
inform marketing decisions, optimise campaigns, and measure performance. Leverage
customer data, market trends, and competitive intelligence to identify opportunities for
growth and innovation.

7). *Brand Authenticity and Storytelling*: Stay true to Nike's brand values,
heritage, and identity while telling compelling stories that resonate with consumers on
an emotional level. Authentic storytelling will help foster brand loyalty and
connection with consumers who share Nike's passion for sports, athleticism, and
self-expression.

101
 5.3 CONCLUSION

In conclusion, the comprehensive analysis of the marketing strategies employed by

Nike sneakers reveals the brand's relentless pursuit of innovation, consumer-centricity,
and market dominance. Nike's mission and vision to "bring inspiration and innovation
to every athlete in the world" have been effectively translated into strategic initiatives
aimed at engaging with diverse target audiences and delivering cutting-edge products
that resonate with consumer preferences. By focusing on quality, performance, and
style, Nike has successfully established itself as a global leader in the athletic footwear
industry, catering to athletes, fitness enthusiasts, and fashion-conscious consumers
alike. The SWOT analysis highlights Nike's strengths in brand equity, product
innovation, and marketing prowess, while also acknowledging potential challenges
such as intense competition and market saturation. However, Nike's competitive
advantage lies in its ability to leverage its strong brand image, extensive distribution
network, and digital marketing capabilities to maintain market leadership and drive
sustainable growth. Consumer ratings and reviews further underscore Nike's
commitment to product excellence and customer satisfaction, reinforcing its position
as a trusted and preferred brand among consumers. In essence, Nike's marketing
strategies exemplify a fine balance between tradition and innovation, enabling the
brand to stay ahead of the curve and continue inspiring athletes and consumers
worldwide.

102
 5.4 BIBLIOGRAPHY

https://www.sprintzeal.com/blog/nike-marketing-strategy

https://www.marketing91.com/swot-nike/

https://www.start.io/blog/nike-target-market-analysis/

https://medium.com/strategicselling/the-competitive-advantage-of-nike-eb6d7c23b21c

https://www.edrawmind.com/article/nike-mission-and-vision-statement-analysis.html#:~:text
=The%20 Nike%20mission%20statement%20 is,every%20 athlete%20in%20the%20world.

https://www.nike.com/in/w/mens-shoes-nik1zy7ok

https://www.nike.com/help/a/product-review-tos

https://medium.com/strategicselling/the-competitive-advantage-of-nike-eb6d7c23b21c

https://www.investopedia.com/terms/m/marketing-strategy.asp#:~:text=A%20m
arketing%20strategy%20 determines%20how,and%20other%20 high%2 Level
%20 elements.

BOOKS

1. Sneaker Wars: The Enemy Brothers Who Founded Adidas and Puma and the Family Feud
That Forever Changed the Business of Sports" by Barbara Smit
- Publisher: Harper Business
- Publication Year: 2013

2. "Shoe Dog: A Memoir by the Creator of Nike" by Phil Knight

- Publisher: Scribner
- Publication Year: 2016

103
 5.4 ANNEXURE

1). What factors influence your decision to purchase Nike sneakers?

a) Brand reputation and image
b) Product design and innovation
c) Endorsements by athletes or celebrities
d) Price and affordability

2). How often do you purchase Nike sneakers?

a) Multiple times a year
b) Once a year
c) Occasionally
d) Rarely or never

3). What factors influence your decision to purchase Nike sneakers?

a) Brand reputation and image
b) Product design and innovation
c) Endorsements by athletes or celebrities
d) Price and affordability

4. How often do you engage with Nike's marketing campaigns on social media?
a) Daily
b) Weekly
c) Occasionally
d) Rarely or never

5). Which of the following Nike marketing strategies resonates with you the most?
a) Influencer partnerships
b) Limited edition releases
c) Product innovation and technology
d) Community engagement initiatives

6). Do you prefer to purchase Nike sneakers online or in-store?

a) Online
b) In-store
c) Both equally
d) Neither, I don't purchase Nike sneakers

104
7).Have you ever participated in any Nike-sponsored events or activities (e.g., Nike Run
Club, Nike Training Club)?
a) Yes, frequently
b) Yes, occasionally
c) No, but I am interested
d) No, I'm not interested

8). How likely are you to recommend Nike sneakers to a friend or family member?
a) Very likely
b) Likely
c) Neutral
d) Unlikely

9). Which aspect of Nike's marketing do you find most appealing?

a) Brand storytelling and messaging
b) Celebrity endorsements and sponsorships
c) Product features and technology
d) Community engagement and events

10). How important are sustainability and ethical practices in Nike's marketing to you?
a) Very important
b) Somewhat important
c) Not very important
d) Not important at all

11). Which social media platform do you most frequently encounter Nike's
marketing content?
a) Instagram
b) Twitter
c) Facebook
d) TikTok

12). How likely are you to purchase Nike sneakers based on a limited edition release?
a) Very likely
b) Likely
c) Neutral
d) Unlikely

105
13). Which celebrity or athlete endorsement influences your purchasing decision the most?
a) Michael Jordan
b) LeBron James
c) Serena Williams
d) Travis Scott

14). What motivates you to buy limited edition Nike sneakers?

a) Exclusivity and rarity
b) Collectibility and resale value
c) Design and aesthetics
d) Social status and prestige

106
107