Fluent Essays

FINAL PAPER (please, put all the assignments together) PRODUCT = NIKE AIRFORCE Individually you will choose one product within the company or industry you picked. This should allow you to apply marketing principles to the same product and build upon it over the course of the term to help you understand some of the major aspects of E- Marketing. Each assignment paper will be focusing on applying the course concepts you’ve learned from discussions, activities, and reading to help you synthesize and understand marketing concepts and digital marketing thus producing an E-Marketing campaign at the end of the term. The outcome of the paper is an e- marketing plan for the product that you have chosen from week 1. Each assignment will be supporting the marketing plan for the final paper. The final paper should be a project that follows one product throughout the term while each assignment digs deeper into the strategy and framework of B2B Digital marketing strategy. The final paper will be a total of 12-15 pages, typed double space, Times New Roman, 12pt font size. APA 7th will be used on all submissions. Below is the lay-out of the Final Paper Project Week 2: Assignment 1 (See Assignment Rubric and Guide) ●  Define your Customers ●  Choose your targets Week 4: Assignment 2 (See Assignment Rubric and Guide) ● Create a budget Week 6: Assignment 3 (See Assignment Rubric and Guide) ● Create your Ad Content Week 8: Assignment 4 (See Assignment Rubric and Guide) ● Track and Monitor your Ads Ask yourself, how are you going to measure your digital marketing plan? What are your retention, social media, and platforms used? Are these able to sustain your effort and how does your budget fit with your customer base and your target chosen back in week 1? What kind of content to market your product you need to change to streamline your efforts? ASSIGNMENT WEEK 7 : Nike Inc. Company is a multi-international company that deals in manufacturing shoes, apparel, and sportswear.B2B entails business transactions between the businesses. The transaction is conducted between companies rather than between a business and a customer. The challenges of B2B sales for the products include the commoditization of products (Selman, 2017). This entails the products of the company being deemed almost similar to those of other companies. With more companies dealing with shoes and apparel and the development of companies, Nike faces a challenge in commoditization products. The commoditization of products allows customers to make purchasing decisions based on commodities' prices, hence a major challenge.  The company can add expertise in their products and also create another marketplace for their products. Growing customer expectations leads to competition and growing customer demands and expectations, and it is a challenge to keep up with the ever-changing demands of the customer. The company can target the right customers, and also, through research, they can cater to the needs of the customers (Törmälä, and Gyrd-Jones, 2017).  The 3Es' of digital marketing include enabling, evaluating, and empowering. Enabling this is giving easily accessible content and includes optimization of online sales. Empowering this includes informing the customers how their brand influences and impacts their lifestyle. For instance, Nike tells the story of the brand. Evaluating entails analyzing the data to indicate the performance of the company. Running Head: NIKE AIR FORCE NIKE AIR FORCE Nike Air Force Giulia Seabra Southern States University week 8 How to measure performance Products from Nike Air Force and, to be specific, shoes have made digital marketing successful for this company. The victory is mainly from Facebook and Instagram because these two social media platforms have more followers than other platforms, especially in the United States. It is so unfortunate that these two platforms do not integrate with Google Analytics that aid in tracking Ad content performance. I have created a workaround through the following steps to follow the version of the products I posted on these two platforms. I have created a business page and a business account on Facebook and Instagram to help me navigate the ads manager section, which is part of the business manager. I have then created an ad set and ad to allow me to edit any content on my previous ad, and it is where I am also able to track the trend of my products by entering my URL tracking information. Doing this has helped me to be able to view reports and comments from my viewers (Northcott et al., 2021) I have been doing this daily, and I can tell that my ads through digital marketing are doing well. Although the patterns are sometimes affected by competition from other companies, no day has ended without a positive comment, and others even make orders online after viewing the ad. The pattern curve is positive and encouraging for the company to innovate current products or even manufacture new ones. In my ads, I posted shoes for teenagers, kids, sports shoes, and the elderly. All ads have been performing, and I would not want to replace either of them. I want to add more posts on other social media platforms and track their performance to compare them with Facebook and Instagram. I am also able to keep track of my sales from those clients who love online shopping. My ads have been performing well in the United States since citizens are great followers of Facebook and Instagram. The other reason Nike products are performing is that most teenagers love skateboarding and another form of sports, and this makes them prefer Nike shoes since they are comfortable, light, and fit for all weather conditions. Nike shoes are fashionable, and citizens in the United States are updated with current fashion as they are great users of the internet, which keeps them updated. Those who love sports, especially athletes, prefer shoes made by Nike because they act as reflectors at night and therefore they can easily be noticed when they are exercising. The elderly also prefer these shoes as they are light; they have laces to adjust to, leaving a breathing allowance. All these have made the company perform well (Kim, Cha & Kim, 2016). References Northcott, C., Curtis, R., Bogomolova, S., Olds, T., Vandelanotte, C., Plotnikoff, R., & Maher, C. (2021). Evaluating the effectiveness of a physical activity social media advertising campaign using Facebook, Facebook Messenger, and Instagram. Translational Behavioral Medicine, 11(3), 870-881. Kim, H., Cha, M., & Kim, W. (2016, November). Targeted Ads Experiment on Instagram. In International Conference on Social Informatics (pp. 297-306). Springer, Cham. MARKETING CAMPAIGN Marketing Campaign Giulia Seabra Southern States University 07/08/21 Nike Company is an American sportswear company whose headquarters are in Oregon. The company was founded in 1964 as Blue Ribbons Sports and officially became Nike in 1971. Nike Inc. is a multi-international company with retails and product distributors in countries all over the world. Nike Inc. ensures the use of innovations to provide various products and experiences to its athletes and customers. It is the largest world supplier of athletic shoes, apparel and a major manufacturer of sports equipment. Nike markets its products under its brand and includes Nike Golf, Nike blazer, Nike gold, Nike Jordan, Air Max, Nike Dunk and Airforce 1. The company also operates its retail stored under the name Nike town. The company sponsors athletes worldwide with the trademark "Just do it "and the swoosh logo. Nike uses geographic segmentation for marketing its products. The advertising used in one nation, region, city or population may differ from the other. Nike aims to meet the requirements of all groups to maximize their customer base, generate more income and profits. Demographic segmentation: Nike has a wide range of products that are appealing to different age groups. Nike ensures tit provided products that satisfy the needs of all age groups. Their products target customers range from teens to young adults and also include older adults. Their target market age group ranges from 15 to 55 years. Marketing Strategies Product Market penetration. The Nike air force is designed to cater for the needs of consumers globally. The product is available in different stores and distributors in different countries. The shoes also have customized features that are offered to their client ( Salazar, Mills, and Veríssimo, 2019). Nike marketing strategies use selling ideas before selling products strategy. This strategy entails reaching the emotions of its clients and customers. Price The prices of the products vary from one product to another. Nike air force pricing uses a competitive pricing approach to keep their product's price stable. Nike also uses cost-based and value-based pricing to ensure a high-quality product at an accessible price. Place The Nike Company has stores and distributors in over 170 countries. Also, through e-commerce and retailers, it allows the shoes and products to be distributed worldwide. Promotion The brand uses electronic media and athletes as brand ambassadors. Through the social media platform, it allows access to a larger audience. The print advertisements for marketing purposes. The media, both print and broadcast, as well as social media, are all important. They usually use a sportsperson or an athlete to promote their goods in advertisements. They also use commercials and celebrity billboards to attract targeted clients' attention. They also participate in a variety of sponsorships for events and social activities to promote their brand. Marketing Campaign Storytelling The campaigns build meaningful stories and taglines. By building meaningful stories, Nike can create a loyal fan base. Through emotional branding, Nike can influence and evoke the feelings of the consumers. This ensures that the products have a meaningful message to the consumers. The narrative entails the story of a hero who overcomes hardships and fights to become a winner. The trademark 'Just do it' denotes the story and the ability of the hero to fight and win despite the hardships. The stories are motivational and encourage the consumers to achieve their goals and also be successful. The stories are often inspirational and evoke the consumer's feelings; hence the consumer creates a meaningful relationship with the products and the brand (Nayak, 2017) The stories are not only informative but also push a customer and client into taking action. The campaign utilizes professional athletes. The campaign often relates to current events and reflects the company’s mission, vision and social values. Nike Airforce campaign will be a campaign to celebrate the nurse's doctor and health practitioners who are at the frontline in ensuring better health for the community and the people. The campaign aims at celebrating the health practitioners as the providers of health care in society and the community. The marketing campaign will use a video commercial on YouTube and Facebook, and the campaign will include doctors, nurses, physicians and other health care providers. The video will mention that the money from the Nike air force campaign will be used for charity and the protection and care tools for the medical staff in the community. The marketing campaign will work as people tend to support and buy products from the brand that make donations and are also socially responsive. YouTube and Facebook will be used as the major social media and digital platform as it has more views and allows the reaching to both local and international audience. Evaluating Nike’s Digital Strategies Nikes social media usage Facebook, Instagram, Twitter, YouTube, Pinterest, Linked In, Nike Alps has over 300 profiles across all digital platforms. Strengths Facebook Nike has a large following on Facebook with about 2.2 Billion followers Instagram Instagram has a total of 165 Million followers The total number of followers is about 1 billion followers across its different Instagram pages. They are many posts that contain the trademark and tagline #JustDoIt Different policies for different lines. Weaknesses Twitter Nike has 8 million followers on Twitter, and the brand needs to utilize Twitter as Twitter is growing and becoming more popular. YouTube 1.25 million followers Nike has 15 YouTube channels and has the least amount of interaction. Digital strategy evaluation Nike is consistent across all digital platforms. The use of hashtags enables to drive the campaign and reach a larger audience. The use of professional athletes as brand ambassadors allows the brand to reach a large audience accords different platforms. Brand indicators such as the Nike Reinforce 1. Threats Competitiveness from other brands. Campaign Goals The campaign aims at achieving the short term and long term goals of the company. The campaign aims at inspiring and motivating its consumers to achieve and take actions that expand human potential. Increase sales and profit; through the campaign, the company will reach a larger audience, hence increasing sales and generating more profit. The goals should align with the vision and mission of the company. Budget Nike Airforce Budget Actual Market Research $6000 $4000 Video advertising $7000 $ 10000 Social media advertising $50000 $60000 Brand related expenses ( Nike airforce ) $100,000 $80,000 Marketing and sales employees $ 9000 $10000 References Nayak, T. (2017). " Just Do It"@ Ad Campaign: The Case of Nike Inc. Globsyn Management Journal, 11. Orosová, S. Social Media Marketing Strategies of Nike in Different Parts of the World-Dubai, Hong Kong and New York. Salazar, G., Mills, M., & Veríssimo, D. (2019). Qualitative impact evaluation of a social marketing campaign for conservation. Conservation Biology, 33(3), 634-644. Running Head: MARKETING MARKETING Marketing Institution Affiliation Date 1. The standard information that the company requires is to know is available growth opportunities in the current market. It is essential to know the target market and what they expect from the company. The marketing research analysis must find out what their competitors are offering. The marketing department needs this information so that they can develop a product that is differentiated from that of their competitors, and ensure that they meet the customers' expectations. The information will also ensure they develop a product that is unique and affordable for their consumers (Wright & Ashill, 2018). Marketing information also reduces the risks associated with problems that companies encounter when launching or introducing a new product in the market. Marketing information can be obtained by reading competitors' websites and monitoring their progress in the development of new products. Market research analysts can also conduct face-to-face interviews with customers in the market. They can also issue questionnaires to current and new customers to fill so that they know their views on the current product. Surveys can also be conducted online through emails, mobile phones, and web-form surveys. Information can also be collected from government and non-governmental agencies that provide information on current trends in the market. 2. To ensure that customers get easy access when they search your product, it is vital to integrate keywords and phrases into your product's name. The keywords and phrases used should be appealing and attractive to customers and make them want to view in detail what your product entails including your location. To do this, you should put yourself in customers' shoes and have a variety of keywords. It is crucial to consider competition and ensure no company has a product name similar to yours so that you can stand out in the market. My product of choice is Nike Air Force which is a product loved by those in the sports industry, and also other ordinary people due to its comfort. The best market tools would be advertising on billboards through videos so that the target audience can see. Online advertising is also an important tool because many people have now shifted to purchasing products online (Rahbar & Wahid, 2011). Advertising can also be done on television and radios to ensure those that have no internet access can see the product and know its worth. Through advertising, we will capture the attention of those customers who love such kinds of products. References Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools' effect on consumers' purchase behavior. Business strategy series. Wright, M., & Ashill, N. (2018). A contingency model of marketing information. European Journal of Marketing. MARKETING CAMPAIGN Marketing Campaign Institution Affiliation Date Nike Company is an American sportswear company whose headquarters are in Oregon. The company was founded in 1964 as Blue Ribbons Sports and officially became Nike in 1971. Nike Inc. is a multi-international company with retails and product distributors in countries all over the world. Nike Inc. ensures the use of innovations to provide various products and experiences to its athletes and customers. It is the largest world supplier of athletic shoes, apparel and a major manufacturer of sports equipment. Nike markets its products under its brand and includes Nike Golf, Nike blazer, Nike gold, Nike Jordan, Air Max, Nike Dunk and Airforce 1. The company also operates its retail stored under the name Nike town. The company sponsors athletes worldwide with the trademark "Just do it "and the swoosh logo. Nike uses geographic segmentation for marketing its products. The advertising used in one nation, region, city or population may differ from the other. Nike aims to meet the requirements of all groups to maximize their customer base, generate more income and profits. Demographic segmentation: Nike has a wide range of products that are appealing to different age groups. Nike ensures tit provided products that satisfy the needs of all age groups. Their products target customers range from teens to young adults and also include older adults. Their target market age group ranges from 15 to 55 years. Marketing Strategies Product Market penetration. The Nike air force is designed to cater for the needs of consumers globally. The product is available in different stores and distributors in different countries. The shoes also have customized features that are offered to their client ( Salazar, Mills, and Veríssimo, 2019). Nike marketing strategies use selling ideas before selling products strategy. This strategy entails reaching the emotions of its clients and customers. Price The prices of the products vary from one product to another. Nike air force pricing uses a competitive pricing approach to keep their product's price stable. Nike also uses cost-based and value-based pricing to ensure a high-quality product at an accessible price. Place The Nike Company has stores and distributors in over 170 countries. Also, through e-commerce and retailers, it allows the shoes and products to be distributed worldwide. Promotion The brand uses electronic media and athletes as brand ambassadors. Through the social media platform, it allows access to a larger audience. The print advertisements for marketing purposes. The media, both print and broadcast, as well as social media, are all important. They usually use a sportsperson or an athlete to promote their goods in advertisements. They also use commercials and celebrity billboards to attract targeted clients' attention. They also participate in a variety of sponsorships for events and social activities to promote their brand. Marketing Campaign Storytelling The campaigns build meaningful stories and taglines. By building meaningful stories, Nike can create a loyal fan base. Through emotional branding, Nike can influence and evoke the feelings of the consumers. This ensures that the products have a meaningful message to the consumers. The narrative entails the story of a hero who overcomes hardships and fights to become a winner. The trademark 'Just do it' denotes the story and the ability of the hero to fight and win despite the hardships. The stories are motivational and encourage the consumers to achieve their goals and also be successful. The stories are often inspirational and evoke the consumer's feelings; hence the consumer creates a meaningful relationship with the products and the brand (Nayak, 2017) The stories are not only informative but also push a customer and client into taking action. The campaign utilizes professional athletes. The campaign often relates to current events and reflects the company’s mission, vision and social values. Nike Airforce campaign will be a campaign to celebrate the nurse's doctor and health practitioners who are at the frontline in ensuring better health for the community and the people. The campaign aims at celebrating the health practitioners as the providers of health care in society and the community. The marketing campaign will use a video commercial on YouTube and Facebook, and the campaign will include doctors, nurses, physicians and other health care providers. The video will mention that the money from the Nike air force campaign will be used for charity and the protection and care tools for the medical staff in the community. The marketing campaign will work as people tend to support and buy products from the brand that make donations and are also socially responsive. YouTube and Facebook will be used as the major social media and digital platform as it has more views and allows the reaching to both local and international audience. Evaluating Nike’s Digital Strategies Nikes social media usage Facebook, Instagram, Twitter, YouTube, Pinterest, Linked In, Nike Alps has over 300 profiles across all digital platforms. Strengths Facebook Nike has a large following on Facebook with about 2.2 Billion followers Instagram Instagram has a total of 165 Million followers The total number of followers is about 1 billion followers across its different Instagram pages. They are many posts that contain the trademark and tagline #JustDoIt Different policies for different lines. Weaknesses Twitter Nike has 8 million followers on Twitter, and the brand needs to utilize Twitter as Twitter is growing and becoming more popular. YouTube 1.25 million followers Nike has 15 YouTube channels and has the least amount of interaction. Digital strategy evaluation Nike is consistent across all digital platforms. The use of hashtags enables to drive the campaign and reach a larger audience. The use of professional athletes as brand ambassadors allows the brand to reach a large audience accords different platforms. Brand indicators such as the Nike Reinforce 1. Threats Competitiveness from other brands. Campaign Goals The campaign aims at achieving the short term and long term goals of the company. The campaign aims at inspiring and motivating its consumers to achieve and take actions that expand human potential. Increase sales and profit; through the campaign, the company will reach a larger audience, hence increasing sales and generating more profit. The goals should align with the vision and mission of the company. Budget Nike Airforce Budget Actual Market Research $6000 $4000 Video advertising $7000 $ 10000 Social media advertising $50000 $60000 Brand related expenses ( Nike airforce ) $100,000 $80,000 Marketing and sales employees $ 9000 $10000 References Nayak, T. (2017). " Just Do It"@ Ad Campaign: The Case of Nike Inc. Globsyn Management Journal, 11. Orosová, S. Social Media Marketing Strategies of Nike in Different Parts of the World-Dubai, Hong Kong and New York. Salazar, G., Mills, M., & Veríssimo, D. (2019). Qualitative impact evaluation of a social marketing campaign for conservation. Conservation Biology, 33(3), 634-644. Giulia Seabra Southern States University Assignment 1 07/23 In the apparel industry the product I will choose is Nike Air Force Ones. DEFINE CUSTOMER The perfect customer for these specific shoes are not gender specific nor age specific. Not only is it not specified by gender or age, these shoes are worn by both; work at home and out of home workers with a variety of genres of employment. The job titles of the customers vary just as much. Celebrities, teachers, salesmen and even the unemployed wear these shoes. The income status of the consumer differs partially because the base price for the shoes is between 80-90 dollars. They have so many color ways and designs that vary in price and they have even released limited edition shoes of the Air Force Ones the go for hundreds of dollars. The education levels vary because of the age range of the consumer. From toddler to adults, they all wear them. They are sold both online and in stores such as the Nike store to third party shoe stores like Champs, Footlocker, and even sporting goods stores. You will find these shoes just about anywhere. CHOOSING YOUR TARGETS Using Instagram to advertise would probably be the best option. Everyone that aligns perfectly with the demographic of consumers either uses instagram or knows someone who does. Whether or not there are competitors hasn’t negatively affected the sales for the company. The shoes have notoriety. Everyone knows about NIKE and the Air Force Ones are their most revered and well known product. With the right pictures, Instagram is the best option for advertising. Not only with ads but with posts including the right hashtags could exponentially continue to increase revenue for the product. It perfectly aligns with the intended traffic of the site and is completely related to the business and the brand. Running Head: AD CONTENT AD CONTENT Ad Content Giulia Seabra Southern States University 08/21/21 Introduction Nike Air force 1 is a company best known for manufacturing various kinds and designs of shoes that are easily available in the market. They manufacture shoes for women, men, teenagers, and even kids. In this discussion, we will look at the various shoes advertised on different social media platforms that best suit the target. We will choose a picture from the internet and clearly describe using emotional words that can be attractive to the target market, which will be posted on a suitable social media platform for the target customers. An example of the shoe above is one of the best made by Nike, and I would give it an emotional word "Your Comfort." The shoe is a boot kind of shoe mostly liked by teenagers. They normally look so smart and fit in all kinds of clothes that match them. Since teens are somehow playful and careless, the design of the shoes is best for them as it is tough for all kinds of weather because they are raised and mostly during rainy seasons when it is muddy for those living in the rural areas. The shoe also has a strong rubber sole for the best comfort of all time; the product also has strong races that can last for long and ensure once the teen put them on and tie, they stack well and are comfortable in their legs. The picture is suitable for Instagram and Linkedin. “Your source of relaxing” the above shoe is suitable for those people who love sports such as football, skateboarding, etc. The shoe is comfortable and gives one a relaxing feeling because it has superior cushions on the inside. It also provides stability and flexibility in motion. For those involved in athletics and are likely to be doing their practice at night, the shoe has nighttime reflectivity. It can also be adjusted using shoelaces for breathability purposes. The photo can be posted on either Facebook or Instagram. "Your Comfort and Relaxer," the kind of shoes made by Nike, are the best for kids' best design; their soles are flat for their comfort. The shoes also are very attractive to the eyes of the kid through the picture of the cartoon on them that makes them attracted to wear them and also while they are in a market where they have displayed children are likely to spot them and ask for them from their parents. They can be posted on Facebook so that parents can see or bill boards. Since kids have no access to social media, they see them in advertisements on billboards located on highways. "Your Addictive" These rubbers kind of shoes are the best design by Nike Company made by Nike. Once the elderly wear them, they don't feel like removing them. The shoes are comfortable because they a flat and with a very good size sole. Rubbers are also light for their legs, so they can wear them for the longest time as they wish, there are also other elderly who go jogging to keep fit, and the shoes are best for that. The best advertisement for these shoes can be made in magazines and newspapers. Conclusion In conclusion, due to the achievements attained by the company, other companies should try and emulate what Nike is doing for them to acquire large market shares, which in turn lead to an increase in profit margins. I would also recommend the company engage in several portfolios of investments that are in line with their manufacturing industries. Doing this will ensure that if one portfolio is not making profits, the other is making big sales. They can use the BCG matrix to ensure they have cash cows, dogs, stars, and problem children to ensure they have along strategic marketing plan that will make them even more successful.