Background:
~Although the Jordan name continues for Nike, times have changed. People grow “older” and some or our target has changed.
~ The goal of assignment 4 (your marketing plan assignment is for you to be creative in a marketing strategy in your marketing plan for Nike to remain a leader in the industry.
Marketing needs to “think outside the box”/be creative
~Example: Today Taylor Swift is a big name and her marketing strategies work
~Easter eggs are used. They draw attention Easter eggs are hidden or surprise elements sometimes used in marketing.
1.
Come up with marketing plan with a new marketing strategy for Nike.” (Review what a marketing strategy entails from the beginning of the course)
~Incorporate and TELL us some of the marketing ideas used by Taylor Swift that could possibly work for Nike.
~ Use an Easter egg somewhere within your plan
~Refer to the marketing plan information/guide that was introduced in the appendix at the end of chapter 2
2. Your marketing plan will be a minimum 5 page paper, written in paragraph form in traditional word. Your goal is to demonstrate mastery of the course content from each chapter through application and explanation within the body of your marketing plan.
Your paper will label and include each of the below
Title Page……..Name of your new Idea for Nike
Your Name
Course and section Number
Body of Paper 5-10 page paper following the marketing plan guidance in the appendix (or you can search online for a different marketing plan guidelines/template and include this link in your appendix)
Appendix Include what does not fit into the body (Primary and secondary research, possible promotional items, commericals, adds, competition, comparative items…other….again, show mastery of course content)
Work Cited Anything taken/used that is not your own work
Be creative Each student should come up with a creative way to keep Nike’s market share and be “ready for tomorrow”
Assignment 4 is your chance to showcase your talents.
Some references for Nike that may give you a little background of some the Nike’s success include
View the following for a background on Nike signing on Jordan
https://www.google.com/search?q=utube+nike+signs+on+michael+jordan&rlz=1C1GCEA_enUS972US972&oq=utube+nike+signs+on+michael+jor&gs_lcrp=EgZjaHJvbWUqCQgBECEYChigATIGCAAQRRg5MgkIARAhGAoYoAEyCQgCECEYChigATIJCAMQIRgKGKAB0gEJMTM0NjJqMGo3qAIAsAIA&sourceid=chrome&ie=UTF-8#fpstate=ive&vld=cid:7a282dc4,vid:z10n6eGPVCc,st:0
utube nike signs on michael jordan – Google Search
Michael Jordan Saved Nike
utube nike signs on michael jordan – Google Search
Background of the swoosh symbol for Nike.
The Swoosh is more than just a checkmark. It represents the wing of the Greek goddess Nike, symbolizing speed, movement, power, and motivation. Davidson’s design captured the spirit of athleticism and excellence that Nike aspired to represent.Nov 16, 2023
https://www.reuters.com/article/idUSL1N38L2EB/
Some references that you may wish to refer to relating to Taylor Swift and her successful marketing
Taylor Swift combines “talent” and marketing
Taylor Swift creates one of the best marketing experiences by tapping into her fan base, leaning into her vulnerability, and being true to herself and her mission. And you don’t have to have millions of fans or a dozen awards and top-charting songs to make similar impacts with your own customer base.Dec 1, 2023
Easter eggs, in the context of marketing, are hidden messages, surprises, or hidden features that are strategically placed within a product, service, or marketing campaign.Apr 15, 2022
https://nogood.io/2023/12/18/taylor-swift-marketing/
Easter egg background
https://www.domestika.org/en/blog/10409-10-of-the-best-movie-easter-eggs-hidden-in-classic-films
https://seedx.us/taylor-swifts-marketing-strategy/
https://sproutsocial.com/insights/digital-easter-eggs/
Hollywood movies that need to be watched again for “hidden items”
https://www.kueez.com/en/history-hollywood-paused-scenes?ly=native_one&abtv=2aefe460-eca2-474b-a638-b40dead04d2a
Easter eggs in advertising
ttps://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/video/secret-messages-from-advertisers-easter-eggs-in-creative-content/
Points for easter eggs
https://www.fastcompany.com/90961819/unwrapping-the-easter-egg-effect-how-and-why-to-surprise-delight-and-bond-with-your-community
below is a general guidelines to follow. Your goal is to apply and explain marketing concepts within your marketing plan.
Title page (Name of specific NEW consumer Product)
1. Executive summary–Justification
2. Company overview
3. Objectives/goals
4. Situation analysis
5. Customer segmentation, target marketing and positioning
6. Marketing Strategy
7. Financial Projections
8. Implementation plan (strong)
9. Evaluation and control
10. Appendix (marketing plan guide, primary research instrument/results, promotions, secondary………anything that does not fit in the body)
Suggested Items to Include
Suggested Items to Include
“talk marketing”
1. Trends (that should support/justify) your proposed new product
2. Who is the market …Identify prospects
3. Market Demand (growing or shrinking)
4. Product can solve a problem
5. Competitive Advantage….what is unique about your new product
6. Vision
7. Overview of the Market
8. Competition
9. Distribution
10. Industry that you are in… where it is going
11. How the outside world affects the industry you are in…… (environmental factors?? economy. government/legal,…culture. social…..)
Note: Marketing plans are usually for internal use; business plans are oftten for external use.
12. Implementation of ideas
