MKT 345 Milestone 3

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Southern New Hampshire University *

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345

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Marketing

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Feb 20, 2024

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Southern New Hampshire University MKT-345: Consumer Behavior Milestone Three: Marketing Strategy Professor Nikki Zimmerman Elizabeth A. Hauck Goals: It is evident that Nike is missing immense opportunities to grow the brand and profits with their current female consumer segment. Nike’s consumers are between the ages of 15 to 50 years old, with a gender ratio of 67% men, and 33% women. However, women make over 80% of all consumer purchases in the United States and drives roughly 70-80% of spending among consumers. This means that they are making or have strong influence on the purchasing decisions within their household. Nike’s goal is to launch a new athleisure clothing line to add value to Nike’s portfolio, grow the consumer base, increase sales across the board (specifically in women’s apparel ), and increase the female engagement across all social media platforms. Nike will need to make disguisable differences in the marketing strategy for the athleisure line and their sports apparel because we can assume the 33% of female Nike consumers are athletic. To be successful Nike must reach to a new female audience that have different body types, culture, lifestyles, and connect them to build a meaningful and empowering campaign. Channels:

Nike will launch the “Like a Woman” Campaign which will be featured on all Nike Women and Nike Main platforms. The goal of this campaign is to build a new image instead of just using professional female athletes and highlight real life, everyday women, and their journey to maintain a happy and healthy lifestyle. This will include those of different body types, culture, backgrounds, etc. to be able to connect with all female audiences. Nike will use each social media platform for a specific purpose. For example, on Facebook there will be weekly submissions that highlight a woman and tell their story. It will include compelling stories, videos, photos, and what they have accomplished or overcome. For example, someone can submit a feature for their niece who put herself through college and graduated with a 4.0 GPA as a single mom. The story can end with, “ Motivated. Like a woman.” This type of content is compelling and relatable to the chosen female demographic. On Twitter handles, Nike will purchase easy-going and female-oriented surveys that include their favorite healthy snack or activity. This helps Nike obtain critical information that help determine if the athleisure line is consistent with their wants and needs of the consumer. Instagram will also feature empowering photos and quotes of everyday women. For example, a woman who just is battling cancer but still has a smile on her face. The short caption will read, “Strong. Like a Woman.” Tik Tok is a newer platform than the others but holds immense opportunity for the campaign and connecting to the new consumer. Tik Tok will highlight the younger demographic and will feature “pick an outfit” where it highlights the

new athleisure line. It will also give the audience simple and fun tips to stay healthy like basic yoga moves, recipes, and occasional motivational speakers going live. It will also be an ideal platform to extend the “Like A Women” submissions from Facebook. All content on every platform will feature women of different body types, sizes, ages, color, etc. This channel will help connect to the female consumer segment and build an emotional attachment to the brand. Messaging Strategy: Nike will use a messaging strategy that is specific to the women demographic and include topics that are a mixture of emotional messaging, generic messaging, and brand image. Emotional message is a strategy that uses feelings to sell. To successfully use this type of messaging strategy, it is critical for the target audience to have a emotional connection to the brand and product. A study took place at the University of Southern California by Professor Antonio Damasio of Neuropsychology, that researched the decision-making capability in two study groups. The first was a group that was neurologically hindered to feel emotions and the second was a group with no emotional hindrance. The study found that the group with emotional hindrances had a significantly more difficult time in the decision-making process than the other group. The study determined that the group who has a difficulty making a decision was because they could not decide how they feel about the options that were in

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front of them, even if they were provided all the information and facts. Emotional messaging will always be a factor when it comes to a consumer making a purchasing decision. Generic messaging will also be an important strategy for Nike. This strategy does not mean that the messaging is uninspired or unspecific, it just focuses on selling the type of product than the actual brand itself. For example, instead of Nike highlighting to the audience on why they need to choose their athleisure line, the messaging would be on importance to having comfortable and quality clothing for all types of activities. Brand image helps create the personality of the company/brand and isn’t necessarily established to sell a specific product. However, it is important for Nike because it will be how the audience perceives the brand and is a critical part in all aspects including logo, marketing imagery, etc. and it is important Nike knows how to stay consistent across the board. One-to-One Marketing: One-to-one marketing, also known as relationship marketing means, being willing and able to modify your behavior towards an individual customer based on what the customer tells you and what additional information you know about the customer. This type of marketing helps improve customer loyalty and a return on marketing investment. Nike is well known for implementing this type of marketing strategy as they introduce products that are based on the wants and needs of the consumer. They do

this by reviewing the feedback of the consumers which include reviews, surveys, and social media engagement. If Nike continues one-to-one marketing, they will be successful because they will improve their products to better fit the consumers needs and wants. The stage in the consumer buying process that fit the one-to-one marketing strategy would be the post purchase evaluation. This is the stage where consumers would provide their feedback on the product and the Nike can analyze it to alter the product to better fit the needs and wants of the consumer. A specific one-to-one marketing strategy that would fit with this stage in the consumer buying process would be gathering surveys and other reviews from the consumers to evaluate the product and how it fits with the consumer. Allowing ways for consumers to leave honest feedback will be beneficial for Nike and ensuring that their products are aligned with the consumers wants and needs and how they can improve the appeal of the brand to the market. Resources: Unmetric. (n.d.). Social Media Analytics & Intelligence Dashboard by Unmetric . Unmetric. Retrieved June 8, 2022, from https://unmetric.com/brands/nike What you can learn from Nike branding strategy . Rival IQ. (2022, March 1). Retrieved June 8, 2022, from https://www.rivaliq.com/blog/nike-branding-strategy/#:~:text=Nike%20uses %20social%20media%20to,%2Dbuilding%20hashtags%20like%20%23nikewomen .

Fillmore, K. (2022, February 27). Nike targets women - marketing communications . ZABANGA Marketing. Retrieved June 13, 2022, from https://www.zabanga.us/marketing- communications/nike-targets-women.html Mathieu-Phillips, C. (2022, February 10). Why brands should be on TikTok in 2022 . The Social Element. Retrieved October 9, 2022, from https://thesocialelement.agency/why-brand-on- tiktok#:~:text=TikTok%20allows%20for%20simple%20and,is%20really%20effective %20for%20brands. Nike market segmentation, targeting, and positioning . Edrawsoft. (n.d.). Retrieved October 9, 2022, from https://www.edrawmind.com/article/nike-market-segmentation-targeting-and- positioning.html Message strategy, content marketing and brand development . Counterpart. (2021, December 7). Retrieved October 9, 2022, from https://www.counterpartcd.com/message-strategy/#:~:text=Simply%20put%2C %20message%20strategy%20is,communications%2C%20and%20communications %20into%20results. Nelson, A. (2019, July 17). Women drive majority of consumer purchasing and it's time to meet their needs . Inc.com. Retrieved October 9, 2022, from https://www.inc.com/amy-nelson/women-drive-majority-of-consumer-purchasing-its-time- to-meet-their-needs.html#:~:text=Women%20drive%20the%20majority%20of %20purchasing.&text=In%20fact%2C%20Women%20drive%2070,their%20buying %20power%20and%20influence.

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