,Faculty of Business and Economics

Master Program of Business Administration

Marketing Management (BUZA633)

Assignment #1

:Submitted to

Dr. Amal Nazzal

:Done by
Nelly Odeh
1195240

Summer Course
.Q1) What is the “pyramid of influence” in Marketing? Provide two examples other than Nike

The Influence Pyramid is a conceptual framework for building outreach strategies to

communities online and offline.  It helps you define a methodology and an architecture to
target your content and media efforts. The Influence Pyramid is designed to help you dissect
and understand your community.1
2
Arbinger is an example of other companies that uses the pyramid of influence

:Golf 3is the second example

1
https://www.tippingpointlabs.com/insight/the-influence-pyramid-understanding-and-dissecting-
communities/
2
https://www.google.com/search?
q=influence+pyramid+arbinger&safe=active&sa=X&tbm=isch&source=iu&ictx=1&fir=9zfbhMmPdRuRJM
%252CxI-rJd16yp15TM%252C_&vet=1&usg=AI4_-
kRdxWrh8bWIHECQGNKaamm4v5jpVw&ved=2ahUKEwj__ff8-
_7qAhUHGewKHd3iAP0Q9QEwAXoECAkQHQ&biw=1366&bih=657#imgrc=9zfbhMmPdRuRJM
?Q2) What are the pros, cons, and risks associated with Nike’s core marketing strategy

3
https://www.google.com/search?
q=golf+pyramid+of+influence&safe=active&tbm=isch&source=iu&ictx=1&fir=VhOa3ADjh6pKhM
%252CPaQPhsvU3NkkLM%252C_&vet=1&usg=AI4_-kQNGkYfQ-hNxW-
AzWIyTF0oVkq3HQ&sa=X&ved=2ahUKEwiW8Ifb_P7qAhUQ6qQKHTcsBKYQ9QEwCnoECAkQJg&biw=1366&bih
=657#imgrc=NhjJe1nTXO37XM
 Before we talk about the pros, cons and risks with Nike’s core marketing strategy, we have to
mention the marketing strategy that Nike used.
Nike believes in Pyramid of influence and it strategically positions itself and uses celebrity marketing
as its core marketing strategy.4

Now we discuss the pros, cons and risked with Nike’s marketing strategy are;
First let’s talk about the pros Nike is very much efficient in its distribution of products which means
more sales and by delivering right thing at a right time to customer it helps building relationship
between customers and their loyalty. They have a clear defined audience target – athletes, sports
enthusiasts, well off and brand conscious customers – makes it easy for them to make target-centric ad
campaigns.
The Cons; Its main focus is on the production of high products with cutting edge technology. It
concentrates on selling them at competitive prices. The lower and middle classes in the society are not
given much importance which means Nike prefers to have high profile athletes as its endorsers like
Runner Steve Prefontaine.
The risks; the major risk associated with Nike is the competitors; because they are increasing day by
day and yet more development is needed in its product line. 5
Q3) How Nike+ added to the marketing value of Nike?
Nike+ is a revolutionary running application and community called Nike+. Nike Plus allows
runners to engage in the ultimate running experience by seeing their real-time pace, distance and route
by giving them coaching tips and online sharing capabilities. Therefore, Nike expanded Nike+ to
focus on key growth areas like basketball and exercise, moreover, recently launched Nike+ basketball,
Nike+ Kinect and Nike+ Fuelband, a bracelet/app that tracks daily activities. 6
?Q4) If you were Adidas, how would you compete with Nike
If I were Adidas the first thing I would do is to reduce the prices and develop the quality of the
product. Furthermore, produce more products. In addition, expand targeted customers and not to focus
only on athletes; I would also target ordinary people. And develop of product line of smart shoe or
watch that will help people keep tracking their daily activities (walking, running and swimming) and
to give them data by the end of the day.
Finally, increase the advertising and promotion so that the promotion would be international by
sponsoring or partnership with someone or a company that is worldwide known.

4
https://www.slideshare.net/MrudulaKavuri/nike62612126#:~:text=Nike%20believes%20in
%20%E2%80%9Cpyramid%20of,refine%20skills%20and%20systematize%20processes.
5
https://studymoose.com/case-study-analysis-of-nike-and-google-essay
6
https://drive.google.com/file/d/111IHME5nn1vLFXAR44Clw9-LPDF7v071/view?fbclid=IwAR1Yz0QrW1KN8-
ZNJTNHiRkt3QoDmOahUnygR-bt-2-Is8-qny4tYcC1t5Q, page 53