An explanation of the various aspects of a social media plan.

1. INTEGRATED MARKETING
ACTIVITY
COMPANY:
NIKE
Submitted by:-Manas Shrivastav (17021021107)
Nishad Shah (17021021131)
C. Hari Ganesh (17021021261)
Kumar Purushottam (17021021248)

2. Q1. Which branding strategies can be used to encourage brand
interactions digitally?
1. Focus on telling a story, instead of a brand
The first strategy is to ”focus on telling a story, instead of a brand”. This refers to the
fact that although previously the organization was dedicated to talking about and
promoting the characteristics and benefits of its products, it was later Account that
the true value lies in the history behind what they sell.
Gone is the era in which the marketing strategy was linked to give characteristics of
our products only, brands have to sell a story and people will be hooked in the long
term.
This mentality at Nike caused the company to move from object-focused ads to
create a story around inspiration and to be able to achieve it, focusing on how
normal people overcome their difficulties and become big. Even when it is spoken
from the perspective of an athlete it is done from a point of view that goes from its
origin to become what it is now.
2. Use the Channels That Customers Use
As a next digital strategy, Nike “used customer channels”. It means, this
multinational found that platforms such as YouTube were more used by their target
audience than television. Therefore, they took the initiative to start broadcasting his
commercials mainly through this social network to reach a greater number of people.
“We must not be the one who just wait the customer find us. Instead, we are the
ones who must do the work of reaching our target audience.”
For this reason, their latest ads on video have had more airtime on YouTube than on
television networks, effectively reaching their target audience and increasing their
sales compared to past commercials. This way, they have achieved benefits in
audience gain and cost reduction.
3. Allow your audience to create their own content
“Allow the public to create their own content”. It means, you must give them the
opportunity to design sports shoes in accordance with their style. It is a strategy that
made users feels like valuable subjects for the company. Through this option, the
company managed to reach with the emotions and feelings of the clients plays an
important role.

3. This option brought profits to the company for nearly USD 100 million and immense
savings in branding due to the wave of impressions with their personalized product.
4. Make a Viral Content People Love to Share
Most of the time, the trend has been outstanding. They were always innovating and
proposing new ways of distributing new ideas. This is what made Nike’s advertising
something completely popular around the world. And it’s not easy being a sports
shoe manufacturing company.
Few of the popular ads are:-
 Just Do It – 1988
 Michael Jordan and Spike Lee
 Nike – Airport
 Nike – Good vs. Evil
5. Be Aware of Current Social Issues
The former San Francisco 49ers quarterback “Colin Kaepernick” became a symbol
of the fight against racism after being insulted by Donald Trump for not respecting
the anthem. The US president finally has criticized Nike’s latest announcement with
Kaepernick.
Nike always tried to project an image of authenticity and choose as protagonists of
its advertisements characters that symbolized nascent social and cultural
movements. Finally, the actor consolidated the company so the public made it grow.
For them, it’s not just selling footwear or sportswear.
It is estimated that the media coverage that Nike achieved in the campaign with
Colin Kaepernick generated an ultra-large exposure.

4. Q2. Which digital marketingstrategies are being used by its
competitors?
1. Adidas:-
 High-speed manufacturing is one of the essential parts of Adidas’ digital
marketing strategy. They digitized the production process with 3D printing
technology and robotics at Speedfactory in Ansbach. Futurecraft 4D
shoes that crafted with light and oxygen are one successful example of the
brand’s advanced technology.
The purpose of the manufacturing process is to deliver the most innovative
and personalized running shoes for every athlete. The fresh and desirable
products always ready for customers where and when they want them to
purchase.
 They try to interact with their customers and create premium, connected and
personalized experiences. The brand takes every touch point like mobile,
social and retail that consumers can interact to provide a consistent
experience. By taking insights from digital analysis and Big Data, Adidas tries
to be everywhere its consumers are.
 Adidas opens its doors and calls all the creative including athletes, consumers
and partners to learn, create, share and shape future sports and sports
culture. They try to bring cool products to the market. Parley For the Ocean
cooperation is a part of that initiative which includes producing 3 new
UltraBoost models from plastic waste from the sea.
Adidas has a strong competitor, they’re trying to be the best sporting goods company
in the world and they have no intention to give up the game. Using digital,
technology, right targeting, speedy manufacturing processes, innovation and
collaborations the brand is getting closer to catch the world’s number one.

5. Q3. How in your opinion the selected brandis encashing
opportunitiesfrom director indirectadvertisements?
How Nike in encashing from direct advertisements:-
 Advertising- Nike reaps the rewards of a stronger brand image and higher
demand for its products. Thus, despite the high cost of advertising, the
company achieves net benefits in its financial performance. Nike Inc. uses
celebrities to represent the ideal customer or consumer of its products.
 Personal selling- Personal selling contributes to positive customer
experience. Customer experience is enhanced because of trained assistance
and persuasion from sales personnel. Customers feel empowered in making
informed buying decisions. This tactic helps make customers feel good about
the products they buy from the company. Thus, Nike’s marketing
communications mix uses personal selling to create better customer
experience and customer relations, while promoting the company’s products.
 Sales promotion- Nike’s sales promotions are usually in the form of special
offers given to target customers. The company uses sales promotions to
motivate new customers by giving additional benefits, such as the savings
they can make by purchasing when discounts or special offers are applied.
 Public relation- The company implements public relations as a way of
addressing social issues linked to its business. The company applies public
relations by sponsoring sports events and similar activities, to address social
issues and to promote the brand, so that current and potential customers
develop a better perception about the company and its products.
How Nike in encashing from indirect advertisements:-
Nike has separate Facebook and Instagram pages for each of its product categories.
This includes golf, skateboarding and Nike+ Run Club, as well as two football pages
– one for the American version of the sport and one for the version everyone else in
the world plays. Nike Football has more Likes than its main account and even more
than the Facebook page of its closest rival, Adidas. This is possibly a reflection of the
association consumers make between Nike and ‘the beautiful game’, because of the
popular ad campaigns the brand has produced. Nike has the 4th largest following of
any brand on Instagram. The brand also keeps things consistent by highlighting its
athletes or sports teams in its posts, using concise copy that has a clear,
motivational tone of voice. Nike sends a message that fans’ focus should be drawn
toward the people that make Nike the brand it is: the athletes that it partners with.

6. Q4. In your opinion,which strategies can be adopted by brand to
build customerloyalty and advocacy?
 Element of trust- Customer trust comprises two intertwined capabilities: the
intent to act in the customer’s best interest and the competence to do so. It
requires taking information learned about customers—blending feedback and
behavioural data and then applying analytics—and using those insights to
proactively engage customers in a way that makes their experience better and
more relevant over time. Less people talk about the time you invested for a
customer, but more people talk about the failed attempt to deliver.
 Emphasis on service- Customer contact centre is ideally suited to be the
centre of an organization’s trust efforts. Every contact— whether a call, email,
chat, or social interaction—represents a moment of truth that can help to build
customer trust or destroy it. Every time an interaction builds trust it also builds
retention and loyalty. Any interaction that damages trust also potentially
reduces customer value.
 Acknowledge the long-term value that customers create- Nike should
communicate to customers regularly on how important they are to your
organization and how appreciated they are. Also, they should take the proper
steps to measure long-term value effectively.
 Customer engagement- Nike should provide customers with online forums
or other means for interacting with their firm, as well as with each other. This
is another way for companies to demonstrate their transparency with
customers.