FACULTY OF BUSINESS & TECHNOLOGY

BBBA 4223 DIGITAL MARKETING

MARCH 2023
ASSIGNMENT COVER SHEET

Student Name Student ID

AJUNTHA JOSNI BBA 2210-6630

Assignment Details
To be marked by: MS. HEMALATHA
Date submitted: 29TH MAY 2023 Submission Due Date: 29TH MAY 2023
Submission of this assignment agrees to the following:

I understand that the piece of work submitted will be considered as the final and complete
version of my assignment of which I am the sole author. I understand both the meaning and
consequences of plagiarism and that my work has been appropriately attributed unless
otherwise stated. I have not knowingly allowed another to copy my work.

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1
The brand I chose for this assignment is Nike. The product in the brand that needed innovation is the cap.
The unique cap that already exist in Nike brand cap is breathable cap. Nike AeroBill technology is
breathable and comfortable, effectively wicking away sweat. The cap has several perforations, including a
cooling front panel. Thus, here is new design of cap which can get a head message while wearing this new
invented cap.

OBJECTIVE

 To propose an innovative cap design that enhances functionality, style, and user experience while
addressing specific needs and preferences of target users.
 Creating awareness of the new design cap throughout the social media platform.
 By examining market trends, rivalry, and prospective target markets, determine the market potential
for the unique cap design. Draw attention to the suggested cap's special selling qualities and
demonstrate how it performs better than other items to give it a competitive edge in the market.

INTRODUCTION ON THE IDEA

This cap is called the Aerohead massager cap. It will give customers the best head massage whenever they
wear this cap and click the "massage button". This cap is innovative, and customers who need relaxation will
enjoy wearing this cap. The cap fits comfortably on any head and easily adjustable to accommodate different
sizes. The patented design is lightweight and easy to use while at your office desk, studying in the
classroom, or even while resting after workouts. Overall, the design will be like a cap with a head massage
function.
ATTRACTING TRAFFIC
Direct traffic Search Engine Optimization (SEO): To increase its presence in search results,
Nike's website should be search engine optimized. Use relevant keywords, meta
descriptions, and high-quality content to draw visitors to visit this new product.

Social Media Marketing: Utilize social media channels to advertise Nike

products and increase visitors. Engage users with interesting content, such as the
demonstration of head massage cap. Use Nike's website links in social media
postings to send users to the right landing pages.

Email Marketing: Use email subscribers to deliver the new product launching.
Give users easy access to Nike's website so they can browse and shop.

Unpaid referral Content Marketing and Blogging: Create high-quality content related to head
traffic
massage cap. Optimize the content with relevant keywords and include internal
links to relevant pages on Nike's website. Promote the content through social
media and engage with readers to encourage them to visit Nike website for more
information.

Paid referral Affiliate Marketing: Create an affiliate program where people or companies can
traffic
receive payments for bringing customers to Nike's website and generating
purchases. Join forces with modals that can market Nike goods and drive traffic
with special affiliate connections.

Display Advertising: Use social media channels or display advertising networks

like Google Display Network to present visual advertisements for head massage
cap.

Unpaid search Keyword Optimization: To find appropriate search terms for Nike's cap, do in-
traffic
depth keyword research. Include these keywords naturally in all website content,
such as blog posts, landing pages, and product descriptions. Fortunately, Nike's
ranking in Google is high and it will be easy to promote head massage cap.

Paid search Landing Page Optimization: Make specific landing pages that complement the ad
traffic
language and keywords. Make the landing pages responsive to mobile devices
 and quick to load.

WEBPAGE OF NIKE
1. Design for Usability
 Conventions: Shopping Cart at the top right of the page; Search bar at the
top right; Nike logo at top left; navigation at right of the top; sign in and join
us at top right.
 Visual hierarchies: Attention first to boldly-colored with movable
promotions, such as "students now get 10% off". Attracting pictures of
products.
 Clearly defined areas: Categories each product clearly, such as women have
shoes, clothing, pants, sports bras.
 What’s clickable: Navigate to the product page by clicking the product
image, the price, and the reviews on the product.
 Eliminate distractions: Nike page provides lots of content that might be
compelling to different shoppers but at the same time is well organized so
that it doesn’t overwhelm the user.
 Support scanning: Different sections are labeled clearly for users to quickly
jump from section to section.

2. Conversion-Centered
 Attention: The bolded short sentence attracts.
 Context: A simple description on the homepage.
 Clarity: Sign up for an account on top right.
 Congruence: The content is congruent in the sense that it enhances
the value of the user to sign up.
 Credibility: No collaboration
 Closing: The word ‘explore’ appears on both action buttons.
 Continuance: The user has entered email so a click on the link
should take them to a page that confirms their account creation and
walks them through the next steps.

3. Design Webpage Elements

Color Scheme - Black and white; Buttons - Black button with white font; Images - Attractive athlete
modals; Navigation - Top right; Trust Symbols - Nike logo; Video - No videos; Phone Numbers - Get
help button.
LANDING PAGE

CUSTOMET JOURNEY MAP FOR NIKE HEAD MASSAGE CAP

STAGE AWARENESS RESERCHED CONSIDERATION PURCHASING FEEBACK

STEP Looking for a Find out about Search for head Selecting Nike Head
cap. Hears some Nike caps. massager cap’s head massage massage
cap’s brand advantages and cap and making cap
from friends. disadvantages. payment. delivered.
TOUCH Searching for Clicking on Nike website, Nike Payment page, Rating and
POINT cap on Google. ads, promotion, social media and shipping review
new arrivals email marketing. information. page.
and reviews.
PAIN Not aware of Customer They don’t know is Spending money Customer
POINT the head doesn’t know that worth to buy on new arrival are satisfied
massage cap how good head head massage cap. which has less with head
exist. massager cap is review and massage
due to new worrying cap.
innovation. whether they
used the amount
on good product.
EMOTION Excitement Control Confusion Worry Happy
SOLUTION Do more high- Include Building effective Send an email Customer
quality content medical landing pages for on confirmation like the
regarding head approvement customer to get email and more product,
massage cap. proof on head impressed more on description of Nike has to
 message cap on Nike. head massage design
Nike website. cap. more.
CONSUMER TRANSACTIONS
Fast: Mobile
App
Amount of activity
Medium:
Website

Slow: E-commerce
retailers

Mobile Website E-commerce

App retailers
HOW DIGITAL MEDIA CAN IMPACT ON THE BUYING PROCESS?

1. Website: Customers can browse and buy Nike head massage caps straight from the company's
website. The website provides customers with a user-friendly layout, product categories, in-depth
product descriptions, and images. Nike can use websites to advertise to a broad audience in a
targeted manner. Potential customers' attention is drawn to Nike's products, promotions, and brand
messages by these advertisements.

2. Mobile App: Users using smartphones can download the exclusive Nike mobile app. On the app,
users can browse and buy Nike head massage caps, access premium content, and receive
personalized recommendations. Also, customers frequently use social media sites to ask their peers,
influencers, and athletes for advice. Positive user-generated material and recommendations can have
a big impact on how people view and rate Nike items.

3. E-commerce retailers: Amazon, Shopee, and other well-known online stores, also sell Nike head
massage caps. Before making a purchase, consumers can browse a variety of products, get
comprehensive product information, view visuals, and weigh their options.
POLITICAL FACTORS
 Government regulations: Since Nike is a worldwide company, political
aspects like trade laws and regulations may have an impact on head
massage cap sourcing, production, and distribution plans.
 Labor laws: The labor expenses and production procedures used by Nike'
new product (Head massage cap) may be impacted by the employment
laws and regulations in various nations.

ECONOMIC FACTORS
 Exchange rates: Due to its international operations and exposure to
currency changes, Nike's pricing policy and production costs may be
affected. So, Nike has to manage how to set pricing in each country for
this head massage cap.

SOCIOCULTURAL FACTORS
 Lifestyle and fashion trends: Consumer preferences for different designs of
caps, as well as trends of wearing certain types of caps, can impact Nike's head
message cap design.
 Demographic shifts: Nike's target market and head massage cap demand may
change as a result of changes in population demographics, including age
distribution.

TECHNOLOGICAL FACTORS
 Innovation and product development: Creating innovative products and
enhancing performance features, such as head massage caps, that call for
ongoing research and development.
 E-commerce and digital platforms: Nike's marketing strategy and
distribution channels are impacted by the rise of internet shopping and the
use of digital platforms.

ENVIRONMENTAL FACTORS
 Sustainability and environmental regulations: Nike minimize waste in its
supply chain.

LEGAL FACTORS
 Intellectual property rights: Nike's success depends on its capacity to
defend against copyright infringement and counterfeiting, as well as to
protect its brand, trademarks, and patents. One of the patents is the head
massage cap which no other brand comes out with.
 COMMENTARY EXAMPLES
TYPE OF DIGITAL
MARKETING
STRATEGY
INITIATIVE

Social Media Presence - Keep a consistent presence on Nike’s social

Social media, content and Content Marketing media sites such as Instagram, Facebook,
marketing or social Twitter, and YouTube.
business initiatives - Produce and distribute top-notch content
that reflects Nike's brand values and appeals
to the target market.
Investing in innovative - Interactive tools to aid in product choice.
Customer conversion consumer features.
and customer
experience strategic
initiatives

Enhancing Nike’s - To establish credibility and trust, incorporate

Enhance marketing Website user-generated content, client testimonials,
capabilities through and social proof.
site infrastructure - Emphasize new releases and important
improvements product categories on the homepage.

Virtual and - Make use of augmented and virtual reality

New customer Augmented Reality technologies to give clients engaging
proposition experiences.
(Product and pricing)

Personalized - Utilize client data to offer tailored product

Resourcing and Marketing suggestions based on customer preferences
governance strategies and previous purchases. Recommend head
massager cap to customer who bought caps
previously.

CONCLUSION
In a nutshell, this cap will increase the profit of Nike rapidly because in this era people need more
relaxation. So, customers will buy this cap just to give it a try. An innovative cap can offer unique
functionalities and features that enhance the customer experience. By providing a cap with massager added
convenience and value, customers will appreciate the cap's practicality and utility. Overall, an innovative
cap can contribute to customer satisfaction by providing unique functionalities, personalization options,
technological integration, fashion appeal, comfort, and durability. By delivering a superior customer
experience, the cap can foster brand loyalty, engagement, and positive word-of-mouth, ultimately driving
customer acquisition and retention.