Unit 12: Internet Marketing in Business
P1 & P2
In this task, I will be looking at two organisations, one that sells products- Nike and another one that
offers a service-British Airways. I will be looking at their marketing and what they are trying to
achieve through the internet marketing and how they use web, email and social media.
Nike.
Nike is Multinational Corporation founded by Phil Knight and Bill Bowerman in January 1964. The
company offers sportswear, footwear, sports equipment and accessories. Nike is the largest
suppliers of athletic shoes and equipment and their first product was track running shoes. The stores
of Nike are located in big busy areas such as Oxford Street, Covent Garden, Westfield, Wembley and
other busy and popular shopping areas. Nike locates there stores in such areas, as many people will
be attracted by the big Nike stores and are more likely to go in and purchase products. Nike targets
few different audiences, such as young athletes. They partnership with athletes and are sponsoring
local leagues, clubs and federations. Moreover, Nike target runners and they focus on running
categories, they have their dry-fit range and have also introduced Nike+ app to let runners track
route, distance, time. The segmentation method Nike uses is demographic as they are focus on what
are people values and what they believe in (prospects, active). Nike uses also few different Unique
Selling Points in order to stand out from the rivals and be better than the competition. For example,
Nike offers limited and exclusive offers, they introduce collections of shoes and clothes that are
unlimited editions and are available for only short amount of time. This makes them unique, because
this is an impressive marketing strategy that gets the attention of the clients and increases the
number of sales in short period of time. Moreover, USP of Nike is that they allow their customers to
customise and create their trainers by themselves, so that the clients can personalise and customise
their products, which makes the product unique and different from the others.
Nike uses the different digital platforms to build their brand image by advertising their company and
by engaging with their customers. Nike is extremely active on all their social media platforms, for
example they use Facebook to engage with customers, to promote products, to develop discussions
and to offer customer service. Their Facebook page is also used to promote their marketing
campaigns and to share photos and videos of new products which shows the creativity of the
company and shows that they are using the internet marketing effectively. Nike also uses Twitter,
Instagram, YouTube to promote their company and marketing campaigns. Moreover, Nike is using
email marketing to distribute promotional messages, so they can build a close relationship with their
customers and maintain loyalty.
When introducing new products, Nike uses their internet marketing to raise awareness and to get
the attention of the customers in order to influence them to buy the new products. They are
effectively advertising their campaigns and are attracting large number of people through the online
marketing. For example, when Nike is advertising their new products, they are not selling just the
product, they sell aspiration. They are successfully using emotional branding is order to bring to
mind particular feelings in the customers. Nike uses the online platform YouTube, to introduce their
adverts and to share them with the audience. For example, Nike has introduced their original series
featuring two sisters Margot and Lily and they are talking about the products of Nike and discussing
the Nike+ app. The original series of Nike were aimed to use the internet marketing in order to
introduce the Nike+ app and to reach wide audience. The series have received more than 80 million
views, which has rapidly risen up the downloads of the Nike+ running app. This highlights that Nike
has successfully used this online platform to introduce their new development and have effectively
used the internet marketing to market their app.
P1 & P2
In this task, I will be looking at two organisations, one that sells products- Nike and another one that
offers a service-British Airways. I will be looking at their marketing and what they are trying to
achieve through the internet marketing and how they use web, email and social media.
Nike.
Nike is Multinational Corporation founded by Phil Knight and Bill Bowerman in January 1964. The
company offers sportswear, footwear, sports equipment and accessories. Nike is the largest
suppliers of athletic shoes and equipment and their first product was track running shoes. The stores
of Nike are located in big busy areas such as Oxford Street, Covent Garden, Westfield, Wembley and
other busy and popular shopping areas. Nike locates there stores in such areas, as many people will
be attracted by the big Nike stores and are more likely to go in and purchase products. Nike targets
few different audiences, such as young athletes. They partnership with athletes and are sponsoring
local leagues, clubs and federations. Moreover, Nike target runners and they focus on running
categories, they have their dry-fit range and have also introduced Nike+ app to let runners track
route, distance, time. The segmentation method Nike uses is demographic as they are focus on what
are people values and what they believe in (prospects, active). Nike uses also few different Unique
Selling Points in order to stand out from the rivals and be better than the competition. For example,
Nike offers limited and exclusive offers, they introduce collections of shoes and clothes that are
unlimited editions and are available for only short amount of time. This makes them unique, because
this is an impressive marketing strategy that gets the attention of the clients and increases the
number of sales in short period of time. Moreover, USP of Nike is that they allow their customers to
customise and create their trainers by themselves, so that the clients can personalise and customise
their products, which makes the product unique and different from the others.
Nike uses the different digital platforms to build their brand image by advertising their company and
by engaging with their customers. Nike is extremely active on all their social media platforms, for
example they use Facebook to engage with customers, to promote products, to develop discussions
and to offer customer service. Their Facebook page is also used to promote their marketing
campaigns and to share photos and videos of new products which shows the creativity of the
company and shows that they are using the internet marketing effectively. Nike also uses Twitter,
Instagram, YouTube to promote their company and marketing campaigns. Moreover, Nike is using
email marketing to distribute promotional messages, so they can build a close relationship with their
customers and maintain loyalty.
When introducing new products, Nike uses their internet marketing to raise awareness and to get
the attention of the customers in order to influence them to buy the new products. They are
effectively advertising their campaigns and are attracting large number of people through the online
marketing. For example, when Nike is advertising their new products, they are not selling just the
product, they sell aspiration. They are successfully using emotional branding is order to bring to
mind particular feelings in the customers. Nike uses the online platform YouTube, to introduce their
adverts and to share them with the audience. For example, Nike has introduced their original series
featuring two sisters Margot and Lily and they are talking about the products of Nike and discussing
the Nike+ app. The original series of Nike were aimed to use the internet marketing in order to
introduce the Nike+ app and to reach wide audience. The series have received more than 80 million
views, which has rapidly risen up the downloads of the Nike+ running app. This highlights that Nike
has successfully used this online platform to introduce their new development and have effectively
used the internet marketing to market their app.
