Description
Purpose of Assignment
This assignment is designed to help students understand the interrelationships between brand strategy and the communication message to the target audience. It is a continuation of the marketing plan and students should review the Week 3 Learning Team Assignment for assistance in product brand strategies the team has developed.
Assignment Steps (THIS IS A MARKETING PLAN FOR NIKE SHOES). PLEASE WRITE A MARKETING PLAN..)
Develop a minimum 700-word branding strategy and marketing communication plan in Microsoft® Word. This document should address at least 8 elements of the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies (modified below) sections of the marketing plan (from the Situational Analysis and the Product, Place/Distribution, Promotion, and Price Strategies lists below). The 8 elements you select should only come from the options provided below. You must include a measurement of customer loyalty and retention in your strategy document. You may include more than the minimum to provide clarity and coherence to your document.
NIKE SHOES. don't just explain the terms, please give examples. and how you plan to achieve.
- Situational Analysis:
- Vision, Mission, Strategic objectives, Values
- Strengths/Weaknesses
- Competitor's Strengths/Weaknesses
- Market Segments
- Product, Place/Distribution, Promotion, and Price Strategies:
- Creating a Brand Image
- Maintaining Brand Image
- Branding Concerns
- Promotion/Integrated Marketing Communication
- Advertising Strategy/Objectives
- Push and Pull
- Media Strategy
- Advertising Execution
- Public Relations/Strategies
Note: Charts/graphs/tables do not count toward the word count.
The plan will be a continuation of your global or multi-regional business you chose in Week 1. This will be incorporated into your overall marketing plan for Week 6.
Unformatted Attachment Preview
Purchase answer to see full attachment
Explanation & Answer
COMPLETE. Please come back and confirm the marketing plan paper.Let me know if you need something fixed
Running Head: NIKE MARKETING COMMUNICATION AND BRAND STRATEGY
Nike Marketing Communication and Brand Strategy
Name
Instructor
Course
Date
1
NIKE MARKETING COMMUNICATION AND BRAND STRATEGY
Nike Marketing Communication and Brand Strategy
Situational Analysis
Vision, Mission, Strategic objectives, Values
The vision for Nike is to portray its legacy in innovative thinking, whether in product
development that can help in sportsmen to reach their potential, or to develop opportunities in
business as set by the company aside from competition and avail value to all stakeholders. The
mission is to develop inspirational and innovative products to each athlete in the world. The
company believes that if you have a body, then you are an athlete. Nike is a corporation and a
leading producer of sports footwear and apparel. According to Keller (2011), the brands that the
company produces are targeted to athletes, sporting attire and clothes. The strategic objective of
the company is to achieve sustainability in the development of long-term sustainable portfolio
for the brands and the business across the globe. The major values of the company include
creating a culture of innovation and inspiration for athletes.
Strengths/Weaknesses
The major strengths include having a strong global brand, where its logo such as the
Swoosh is highly recognized in the world. On the other hand, the company has developed long
partnerships with celebrities, which has driven strong sales for its products. The company also
prides on low-cost manufacturing. The company is also a huge investor in research and
development. The major weaknesses are that there has been an ongoing perception of labor
practices that are of low quality. The company has faced intense criticism for the labor practices
and work conditions such as low wages.
Competitor's Strengths/Weaknesses
2
NIKE MARKETING COMMUNICATION AND BRAND STRATEGY
3
The major strengths of competitors include low-cost manufacturing, where most
competitors’ products are manufactured outside the country by independent contract
manufacturers operating in multiple factories. The low cost of production has enabled the
competitors to earn at the edge of the low-cost output. On the other hand, the major weakness of
competitors is that they charge relatively high costs. Companies such as Adidas are known to
produce high-quality products even though they charge high prices, which reduce the demand for
their products (Keller 2011).
Market Segments
The demographic market segments for Nike include the age, the family income as well as the
education levels. The company produces and distributes its products depending on these
demographics. For instance, students are known to spend between $100 and $300 of their total
income on the Nike brands. This implies that the apparel for this consumer segment falls within
the range of that price. The other market segment is that of the personality traits, where the
company produces specific products to specific market segments.
Creating a Brand Image
The company creates its brand image through celebrity endorsements. The first step in
creating an iconic brand is to create a compelling tagline. The slogan that the company uses has
been “Just Do It.” The tagline is the most favorable as it keeps resonating about everyone. In this
case, the company allows each user of its products to come up with a personal interpretation and
perception of the brands if brings to the market. As Berry (2012) proved in the discussion, the
next step has been to empower the target audience. In this case, the company has structured its
commercials in such a way that it is testosterone filled to empower the audience especially
women.
NIKE MARKETING COMMUNICATION AND BRAND STRAT...