Nike, Inc. has always a leading shoes and sports apparel provider for many athletes and sports enthusiasts around the globe. Through the years, Nike has also established itself as a brand that cares and a brand that is socially relevant. To be able to be the first brand in the sports / fashion sector to evidently stand up in solidarity to the #MeToo movement by launching trainers at par with current Air technology coupled with a distinctive feature to represent its support to the #MeToo movement will not certainly boost the brand’s profits but would also elevate Nike’s reputation and social connectivity to the worid.
Marketing Environment
1) PEST
Political " Legal Forces
Sexual harassment even in the Parliament – which supposedly is there to protect its people
Various politicians have been involved in sexual misconduct allegations
Economic Forces
Brexit
Socio-Cultural Forces
#MeToo movement in film, fashion, sports, and other industries
Nike’s history of being a brand who cares and is socially-responsible
Technological Forces
Shoes Air Technology
Several sexual harassment allegations have fronted bigtime producers and celebrities in Hollywood late in 2017 (Smartt 2017). It was then followed by a surge in the number of victims who have broken their silence regarding the matter and have come up to tell their harrowing stories. People from various walks of life, industries, and countries have talked and were accused. In the UK, the Parliament was no exception. Bex Bailey, a Labour activist, mentioned that she was sexually assaulted by a more senior member at a Labour Party event (Hughes and Gye 2017) while other members of the Parliament were also accused of sexual misconduct such as Trade Minister Mark Garnier, Environment Secretary Michael Give, and Stephen Crabb (Wootson 2017). These people who are the supposed images of the political backdrop of their country seemingly tainted the face of the Parliament in light of these allegations, among others. Hence, the movement #MeToo has been put forward to place these issues in the spotlight to empower the victims and condemn the perpetuators. Truly, the movement has spread across nations and has also penetrated various industries firstly in film then sports, fashion, and other socio-cultural institutions.
Nike, being a leading international brand, has not only been known for its products but also for its vision and social involvement. In 2016, Nike dropped Manny Pacquiao as its endorser amidst his anti-gay remarks and joins other figures dropped by Nike as endorsers such as cyclist Lance Armstrong, running backs Ray Rice and Adrian Peterson, quarterback Michael Vick, and runner Oscar Pistorius (Badenhausen 2016). Truly, Nike is true to its vision of inclusivity and intersectionality.
Brexit is one economic factor that may affect Nike in the long run. Estimates show that 5% of Nike’s accounts is in the UK and about 25% is within the nations in the European Union (Gustafson 2016). Hence, any sign of weakness in either the pound or the euro may cause a dent in Nike’s earnings in the region. However, it can be offset by the brand’s popularity in the European region.
The Shoes Air technology is one of the advancements that many shoe brands have invested in – with Nike as one of the leading proponents of this technology. To introduce a trainer with this technology coupled with advocacy surrounding the #MeToo movement, surely, we will create a shoe line that would leave a positive mark in the market.
2) SWOT Analysis
Strengths
International presence
Advanced Technology
Social Responsibility
Weaknesses
Marketing Budget
Opportunities
Be one of the first brands in the sorts/fashion industry to stand up for the #MeToo movement
Threats
Competitors may devise ways to join the #MeToo conversation too
Shoe to be launched should be representative of the movement and not just a means for profit so as to avoid negative connotations to the product
The main strength of Nike is its reach. It is a huge brand with a wide international presence hence any product it releases will be on the spotlight in the market. We can utilize this reach by promoting a new product that carries a relevant advocacy. Second, its advanced technology will enable Nike to launch product that is not obsolete by integrating the newest forms of technology available in the market such as the continuously evolving Air technology. It will not just be plus point on how the product will look but also on the comfortability of the product. Third, Nike’s long history of being a brand that cares (by standing up against its endorsers who do not embody the company’s vision) will certainly be empowered once it enters the worldwide conversation on #MeToo.
One weakness may be the marketing budget allotted for this type of initiative. As it is a new thing for Nike (it’s a shoe that carries an advocacy), sufficient and ample budget has to be set aside for this to become a success. It currently is tagged as a weakness as this is the first time Nike embarks on a product whose main marketing strategy is its advocacy and not a specific celebrity or technology, and may not have an ample budget for it.
Making a statement to the #MeToo movement will establish Nike as a brand that truly cares and is socially aware. This opportunity to launch a product that is anchored on that movement will certainly elevate Nike’s reputation and hence its profitability. As of this time, the film industry is the most active in the movement and for Nike to be one if not the first brand to make a noise in the sports/fashion industry will truly give profits to the business as it will pave the way for all others to do the same.
Threats seen are primarily the competitors who may be on their way to launch a similar product especially given the #MeToo movement’s international discussion. If another brand launches earlier than Nike, it may be a downside for Nike. Another threat seen is the reactions of the consumers to the shoe that will be launched. The shoe should be representative of the movement and any sensitive detail of it should be studied to cater to the sensitivities and nuances of the #MeToo movement.
Competitive Review
Key competitors would be Adidas, Converse, Reebok, Puma, and New Balance. However, the main competition between the brands is really anchored on the appearance and comfortability of the trainers each of them provide. If one launches trainers that are not just at par with current technologies but are also socially-relevant, then that brand will surely overleaps all others in terms of profitability and relevance. Hence, being first to launch is crucial for this marketing plan.
The target market would be the teenagers to adult section of the UK market, both men and women. The #MeToo movement is not solely revolving around women victims but also to men and members of the LGBT community. Hence the target is inclusive of all genders.
Positioning
The main feature that the product will offer will be divided into two. It can either be:
1. The characters: #MeToo, or
2. The ribbon symbolizing the #MeToo movement
These will be stitched into the trainers as a symbol of solidarity to the movement. Trainer versions carrying each design will be released in various colors so as to be a symbolism as well of being free to choose how one identifies himself/herself.
Marketing Objectives
[Objectives should be achievable and clearly defined so management can measure progress and, if needed, take corrective action to stay on track. For the purposes of showing that you understand financial aspects of marketing and PR, explain here whether your product is targeted at a mass market or whether it will be a niche product.]
Marketing Strategy
[Overriding business goals and how to achieve them. The company decides which customers it will serve (segmentation and targeting) and how it will serve them (differentiation and positioning). In terms of the marketing mix, briefly describe the product and focus on your target market and pricing strategy as it is crucial to profit.Make sure you build on your environmental analysis above.
Target Market:
Target market is teenagers to adults, men, women, and the LGBT community in the UK. The trainers will be marketed by asking the endorsements of each celebrity in each target market segment that have stood up for the #MeToo movement such as Jennifer Lawrence for the young ones, Frances McDormand for the adult, and Anthony Rapp for the LGBT community, among others.
Product
It will feature the latest Air technology for trainers but the distinctive feature would be the stitch that would represent its advocacy: either the characters #MeToo or the ribbon
Pricing
101.7 GBP. The figures 1 0 1 7 symbolize the start of the #MeToo movement when it went viral in October 2017 (Smartt 2017)
References:
Badenhausen, K 2016, ' Nike Drops Manny Pacquiao For A Second Time After Anti-Gay Remarks', Forbes, 17 February, viewed 24 March 2018,
Gustafson, K 2016, 'Nike worries will remain, even if it quashes doubters', CNBC, 27 June, viewed 24 March 2018, < https://www.cnbc.com/2016/06/27/nike-worries-will-remain-even-if-it-quashes-doubters.html>
Hughes, D and Gye, H 2017, ' Who is Bex Bailey and what has the Labour activist said about her party event rape allegation?', The Sun, 1 November, viewed 24 March 2018, < https://www.thesun.co.uk/news/4811412/bex-bailey-labour-activist-raped-party-official/>.
Wootson, C 2017, 'A British minister admits he made his secretary buy sex toys as #MeToo hits Parliament', The Washington Post, 29 October, viewed 24 March 2018, .
Smartt, N 2017, 'Sexual Harassment In The Workplace In A #MeToo World', Forbes, 20 December, viewed 24 March 2018, < https://www.forbes.com/sites/forbeshumanresourcescouncil/2017/12/20/sexual-harassment-in-the-workplace-in-a-metoo-world/#210fc5305a42>.
Marking Criteria
Marks allocated to criteria:
Focus
Does the report set up a clear problem to address? Does the essay stay within and fulfil the topic parameters?
30
Synthesis " Soundness
Does the essay bring together the theoretical approach in a significant manner and indicate a comprehensive understanding of the topic area and issues discussed?
40
Clarity of structure
Is the report well organised, logically constructed and concise to achieve synthesis while being mindful of the needs of the reader?
10
Mechanical Soundness
Is the essay clearly written, spell checked and grammatically sound and referenced appropriately?
10
