Marketing Research
An organization that does an excellent job at marketing is Unilever. Unilever is a diversified consumer goods company with products in areas such as food, personal hygiene and toiletries. Unilever does an excellent job at marketing because it uses a multi channel strategy, promotional kiosks, differential pricing strategy, global distribution, and brand campaigns that resonate with contemporary audiences. These factors for the success of Unilever’s marketing strategy reflect the 4Ps of marketing: price, place, promotion and product. Foremost, Unilever is able to launch promotions and advertisements across multiple channels, such as print advertisements, radio, television and social media. This includes advertisements on Snapchat filters or Youtube videos, as well as more traditional print advertisements in high traffic areas such as metro stations, in order to maximize their reach across different demographic segments. Next, Unilever uses promotional kiosks XX XXXX their XXXXXXXXX an experiential dive XXXX XXXXX XXXXXXXX. XXXXXXXX also uses a differential pricing strategy to XXXX XXXXXX, by offering premium and XXXX-market XXXXXXXX XX XXXXXXXXX price XXXXXX in order to cater XX the XXXXXXX and XXXXXXXX XXXXXXX of different XXXXXXXXX. XXXXXXXXXXX, XXXXXXXX XXX a global presence and is dominant in XXXXXXX XXXXXXXX goods XXXXXXXXXX XXXXXX XXXXXXXX geographies, which allows it to XXXX a strong XXXXXXXXXXXX XXXXX in marketing. Finally, XXXXXXXX XXX brand campaigns which resonate well with XXX XXXXXXXXX, such as the Dove ‘XXXXXXXX for Real XXXXXX’ XXXXX promoted XXXXXXXXX XXXXXXXX XX female XXXXXX, or the XXXXXXXXXXXXXX XXX ‘Bright Future’ campaigns which showcased how XXXXXXXX was a socially XXXXXXXXXXX XXXXXXX. These appealed XX XXXXXXXXXXX XXX XXXX XXXX XXXXXXXX conscious, XXX XXXXXX as a powerful marketing tool to differentiate XXXXXXXX from its competitors.
XXXXX on Option X: XXXX XXXX
The XXXXXXXXXX industry has XXXX strong growth in XXXXXX years, as a market that was XXXXXX at $84.1 XXXXXXX XXX in 2014 and XXXX XXX XXXXXXXX to XXXX XX a compounded XXXXXX XXXXXX XXXX of 3.X% to $108.7 XXXXXXX USD in 2025. (Kapoor, 2014) XXXXX trends XXX driven XX strong XXXXXX in emerging markets XXXX as Southeast XXXX and China, as XXXX XX a XXXXXX middle class XXXX XXXXXXX-based XXXXXXXXXXX XXXXXX in these XXXXXXX. Furthermore, XXX sportswear XXXXXXXX XXX XXXX a XXXXXXXXXXX XXXXXX XX potential in the emergence XX new technologies XXXX as XXXXXXXX manufacturing, XX printing and XXXXXXXXXXX XXXXXXXXXXXXX, XXXXX has XXXXXX the profile of XXX XXXXXX XXXX XX XXXXXX, XXXX and Puma.
XXXX’s marketing strategy has XXXX to produce a product XX high-XXXXXXX XXXXXXX shoes and XXXXXXXXXXX XXXXXXXXXX apparel for athletes, XX a premium XXXXX point, promoted XX a ‘XXXXXXX of influence’ XXXXXXXXXX a small percentage of elite athletes from multiple XXXXXX (which XXXXXXX the XXXXX of Michael XXXXXX, Steve XXXXXXXXXXX, Roger XXXXXXX and Tiger Woods) XXX through athletic XXXXXXXXXXXX of prominent XXXXX such XX XXX Brazilian XXXXX XXX Champions in XXXX, in XXX place XX XXXX U.S. XXXXXXX XXX XXXXXXXX XXXXXXX such as China XXX South America. (Nayak, 2017) XXXX XXX XXXX XXXXXXXX heavily in superior XXXXXXXXXX XXXXXXXXXX, XXX localised its XXX in XXXXXX, Asia and XXXXX XXXXXXX to ‘XXXXXXXXXXXX’ XXX XXXXX XXXXXXX US, XXX XXXXXXX on soccer XX XXXXXXXX sponsoring XXXXX leagues, local clubs, national XXXXX. Finally, Nike XXX invested significantly in XXX XXXXX XXXXX, through XXXXXXXXXXX XXXX as the XXXX $20 XXXXXXX ‘XXXX XX It’ ad campaigns, that XXXXXXXXXX XXXXXXXX XX XXXXXX XXXXX goals and strive XXX self-XXXXXXXXXXX. (Navak, XXXX) XXXXXXX, Nike uses international subcontracting to manufacture XX a competitive price. (XXXXXXX and Barff, 1990)
Nike XXX been well-positioned XX ride on this XXXX XX XXXXXX in XXX XXXXXXXXXX industry through its marketing strategy. XXXXXXX, this marketing strategy does XXX XXXX without XXX XXXXXXXX risks and XXXXXXXXX. XXX XXXXXXXXXX XX XXXX strategy XXX that it XXXXXX XXXX XX grow XXXXXXX product XXXXXXXXXXXXXXX, XXXXXXX XX new XXXXXXX, and XXX creation of a strong XXXXX identity. Furthermore, XXX localization of XXXX’s marketing XXXXXXXX allows for Nike XX XXXXXX XX different XXXXXXXXXXXX XXX XXXXXXXXX. XXX elite XXXXX athletes XXXXX Nike XXXXXXX, in particular, XXX also exercise XXXXXXXX influence in XXXXXXXXXX adoption XX XXXX’s products. XXX XXXXXXXX of XXXX’s strategy, XXXXXXX, is that it XX expensive, and XXX XXX be a XXXX-XXXXXX XXXXXXXX XXXXX XX XXXXXXXX in terms XX customer base. XX XXXXX words, Nike’s XXX XX XXXXX XXXXXXXXXXX, elite XXXXXXXXXX XXX XXXXX XXXXX XXXXXXXX XX a XXXXXXX XXXXX point XXX XXX XXXXXX to the mass market. Furthermore, this strategy is XXXXX XXXXXXX the localization of Nike’s XXXXXXXX XXX XXXXXX in brand dilution, XX Nike may XXX be able XX convey a XXXXXXXXXX marketing XXXXXXX.
XXXX has been able XX develop a XXXXXX XXXXXXXX relationship with XXXXX XXXXXX XXXXXX XXXXXXX the use XX quality XXXXXXXX, XXXXXXXXX XXXXXXXXXXXX, XXX sponsorship of popular sports. XXXXX XXXXX factors in Nike’s XXXXXXXXX XXXXXXXX have built a popular XXX XXXXXXX XXXXX which XX XXXX XXXXX XX athletes and sports fans alike for XXX support XX XXXXXX, its values XX XXXXXXXXXX and XXXXXXXXXX, and its trustworthy product XXXXXXXXX.
Nike’s top XXXXX competitors are XXXXXX, Puma and Under Armour. XXX XXXXX XXXXXXXXXX XXX XXXXXXXXXXXXX XXXX respect XX XXXXX XXXXXXX XXX XXXXXXX XXXXXXXXXXX XXX as XXXXXXX. Foremost, Adidas is a strong rival XXXXXXX it offers similar XXXXXXXX at a XXXX competitive XXXXX, XXX XXXXXXX it has a strong XXXXXXXX and XXXXXXXXXXX program XXXX produces XXXXXXXXX sportswear XXXXXXXXXX. XXXXXXXXXXX, Adidas XXX XXXXXX XXXXXXXXXXX XXX mass XXXXXXXX in XXXXXXXXXX XXXXXXX its XXXXXXXXXXX of Reebok. XXXXXX XXXX XXX a XXXXXX XXXXXXXXXXXX XXXXXXX, XXXXXXXXX XXXXXXXXX touchpoints and XXXXXXXXX position. However, XXXXXX is XXXX in its XXXXXXX (it can XX quite expensive), XXXXXXXX XX XXXXXXXXXX manufacturing, XXX more limited XXXXXXX line compared XX Nike. Next, Puma is XXXXXX in XXXXX of XXX global XXXXXXXX, XXXXXXXXXXXX with XXXXXXX, BMW and XXXX, XXX strong XXXXXXXXXXXXX XXXXXXXXX. XXXXXXX, XXXX is weak in XXXXX XX XXX limited market XXXXX XXX XXXX XXXXX image. XXXXXXX, XXXXX XXXXXX is strong in terms of its XXXXXXXX XX XXXXXXX apps XXX creation XX a premium XXXXX XXXXX, XXX XX XXXX in XXXXX XX XXX XXXXXXXXXX XXXXXXXXXXX and XXXXXXX global footprint.
XXX XXXX XXXXX for XXXX, XXXXX the competitive XXXXXXXXX, should be XX XXXXXX XXXX XXXXXXX in their research and development of novel sportswear XXXXXXX offerings, XX well as to reduce XXXXX scandals and XXXXXXXX XX issues such XX sweatshop XXXXXX, XXXXX significantly damage Nike’s XXXXX reputation. XXXXXXXXXX, for Nike’s competitors, they should XXXXX the following XXXXXXXXXX. The brands XXXX weaker XXXXX images, XXXX as XXXX, XXXXXX XXXXXXXXXX XXXXX XXXXX XXXXXXXXXX through XXXXXXXXXXXXXX XXXX key XXXXXXXXX partners. Adidas, in turn, should seek to XXXXXXXXX its XXXXXXX XXXX XXX XXXXXXX XXXX in-house XXXXXXXXXXXXX. XXXXXXX, XXXXX XXXXXX should XXXX to XXXXXX XXXX XXXXXXXXXXXX XXXX XXXXXXXXXXXXX markets, XXX XXXXXXX its XXXXXXXXXXXXX to fund such XXXXXXXXX.
Nike XX an XXXXXXXXX XXXXXXX, but has its weaknesses and XXXXX. XX better XXXXX in a XXXXXXX XXXXXXXXXX XXXXXX, XXXX needs to take XXXX of its own business XXXXX, customer XXXXXXXXXXXXX and competitors.
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XXXXXX, C., & Judge, X. (2012). Reimagine retail: XXX XXXXX innovation XX XXX XX a brand’s XXXXXX in XXX ‘new XXXXXX’, digitally-connected XXX XXXXXXXXXXX XXXXX. Journal XX Brand Strategy X, no. X (2012): XX-39.
Donaghu, X. T., &XXX; XXXXX, R. (XXXX). Nike just did it: International XXXXXXXXXXXXXX and flexibility in XXXXXXXX footwear production.” XXXXXXXX studies 24, no. X (1990):537-552.
XXXXXX, X. (XXXX). XXXXXXXXXXX Mapping XXX Market Analysis for Sportswear. NIFt.
XXXXX, XXXXXXXXX. (2017) “XXXX XX XX” XX Campaign: The Case of Nike Inc. XXXXXXX XXXXXXXXXX XXXXXXX, XX.
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