P.C.E.

T’s
S. B. PATIL INSTITUTE OF MANAGEMENT, PUNE
ASSIGNMENT NO.1
Subject: Marketing Research
Mayuri Lonare: - 2022327 

SEMESTER - II

Case Analysis On Nike

Guiding Faculty :Dr. Swapnali Kulkarni Mam.

Q.1 Should Nike switch a focus on celebrity to a focus on its products
in its advertising? Discuss the role of marketing research in helping
Nike management take the decision. What kind of research should be
undertaken?

Answer :

Yes, Absolutely Nike focuses on celebrities of their product by the way

general consumer influence to buy that product. Expand the markets of
China, Germany, Mexico, and Japan as a key market. Technological
revolution that can be developed their product as very popular to
athletic as well as others buyers. Nike has complete product collections
and deeper storytelling that drive home a true connection between
consumer and product. Nike offer larger-than-life-size displays, often
featuring an athlete or individual product details.

Nike should switch from a focus only on celebrities to a focus on

products in its advertising. I think it is better for Nike to use both
celebrities focus advertisements and Assignment on Marketing
Research Nike should switch from a focus only on celebrities to a focus
on products in it advertising. I think it is better for Nike to use both
celebrities focus advertisements and also product based
advertisements. Because, it only attracts the athletics, not all
segmented consumers. If they focus their product by describing the
product facility, quality it can be increased the acceptance of Nike’s
product to general consumer. For this purpose, marketing research can
help to management in decision making by conducting a research to
determine the effectiveness of the current advertising campaign (Focus
on celebrities).product as we can see that the Nike was a run Away
success in U.K and U.S. Marketing research will help Nike management
to find out effective .

2. Define the marketing research problem facing Nike, given the

management decision problem you have identified?

answer :-

Marketing research is the function which links the customer, customer

and public to the marketer through Information used to identify and
define marketing opportunities and problems; generate, refine and
evaluate marketing actions; monitor marketing performance; and
improve understanding of market as a process. So, Nike must follow a
research methodology using a compatible research design for instance
statistical research design will be the best for their marketing research
in which they will collect the data, “how many consumers consume
which product and how many times in a year, 6-month or in a month. It
will help to resolve all type of research problems of Nike and will bring
excellent results for product promotion and consumers ’needs.
Otherwise, Nike will need to use specific marketing research designs for
specific area as so for India, Indonesia and China etc. It will be kept in
mind that before physical marketing research in that country, Nike
must conduct a virtual research or a survey type of research design to
know somehow of the interests and needs of people regarding their
products

The marketing research problem can explain the above management

decision problem by the following possible way:
To determine the effectiveness of the current (celebrities focus
ads)advertising campaign.

To identify the extreme growth opportunity of new market and to

measure the awareness, perception about Nike and mage of Nike, so
that’s Nike will capable to holding in market for long time as with
strong recognition.

To identify who are the customer? What are their psychographic

characteristics ?

3. How can the internet be used to help Nike in conducting marketing

research and in marketing its products?

Answer:

Nike can use the Internet to conducting a marketing research for

collecting data from customer in worldwide survey or mailing about
their product performance, brand awareness and etc. They can also use
internet for collecting valuable suggestion from loyal customer and
famous athletic and general buyer. For marketing their product they
use internet as an advertising media, offer new products, collect order
from large buyer, established digital distribution center, presentation of
larger-than-life-size displays, often featuring an athlete or individual
product details and so on. Placing a priority on premium presentation
at all levels of their web sites they can

able to attract the more customers. So the look and feel created for
flagship stores such as Nike towns in London, New York and Berlin drive
consistency to all stores, whether the locations are managed by Nike or
not.

RECOMMENDATION

Nike is the most recognized brand of athletic footwear products with

increased Research , design, taking new strategy about advertising
campaign and development efforts in recent years have led to
advancements in footwear products. Nike takes as many new strategies
to develop their marketing solutions to address the needs of both
athletes and others buyer in international arena. But now, it is the
question for Nike that how much they are capable to take competitive
advantage from market by cleverly uses the marketing mix and how
long stays as pretty strong recognized company in world wide. If they
gain the competitive advantage by using product innovative marketing
strategy, consider the key markets of China, Germany, Mexico, and
Japan and established the new distribution centers in worldwide then
they will be able to ahead in competition as well as sprints.