Marketing Proposal For Tranquil Water Sample Assignment

I. Introduction

Protecting water during a drought is essential because it is a precious resource. One industry that has faced criticism for its water policies during the California drought is the bottled water industry. One such business, Life Water, a multi-million dollar water manufacturing operation 150 kilometers outside of Los Angeles, has come under fire from the neighborhood for overusing the local water supply. The plant manager, Zara Leono, responded to the criticism by posting controversial comments on her social media account, which exacerbated the backlash.

This is a critical time for Life Water. The company has recently invested five million dollars in creating a greener company. It is about to relaunch its elite product line, Tranquil Water, with a new bottle made from bioplastics. Therefore, Life Water has hired a marketing team to develop a marketing proposal that promotes the company’s greener plans, manages the backlash from Ms. Leono’s comments, and emphasizes using bioplastics in Tranquil Water.

This marketing proposal aims to create a branding and marketing plan for Life Water’s Tranquil Water product line, emphasizing its use of bioplastics and promoting the company’s sustainable practices. The proposal includes a new logo and slogan design, packaging proposal, marketing mix, advertising plan, sales promotion plan, public relations plan, and social media PR campaign. The proposal aims to address the community’s concerns about the company’s water usage during the drought, manage the adverse effects of Ms. Leono’s comments, and promote the company’s sustainable practices and elite product line.

The paper will begin with an overview of Life Water and the current situation, followed by a discussion of the purpose of the marketing proposal. The paper structure will then be outlined, detailing each section’s different sections and word count. The marketing proposal will focus on the branding and marketing plan for Tranquil water and the social media PR campaign to promote Life Water as a greener company. The proposal aims to provide a comprehensive and effective solution to Life Water’s current challenges while promoting the company’s sustainable practices and elite product line.

II. Market Analysis

We will conduct a market analysis in this section to learn more about the target market, the competitive landscape, and the internal and external environments of the business. This data will guide our marketing proposition and aid in developing a successful Tranquil Water marketing strategy (Krizanova et al., 2019).

Target Market Description

People between the ages of 25 and 45 who are environmentally and health-conscious and willing to pay more for a high-quality product consistent with their values make up the target market for Tranquil water. These individuals are typically urban dwellers with disposable incomes and prioritize their health and wellness. They place a high value on environmental responsibility and sustainability and seek goods that will improve their way of life without negatively affecting the environment. This social and environmentally conscious target market seeks brands that share their values. By targeting this audience, Tranquil Water can differentiate itself from its competitors and position itself as a premium, sustainable, and environmentally responsible brand. The marketing plan for Tranquil water will focus on effectively reaching and engaging with this target audience through various marketing tactics and channels.

Competitor Analysis

Life Water faces stiff competition in the bottled water industry. The primary competitors are other bottled water brands, such as Evian, Fiji, and Dasani. These companies offer similar products and target the same demographic as Life Water. They also focus on sustainable packaging, becoming increasingly important to consumers. The competitors’ key selling points are quality, convenience, and environmental sustainability.

Evian is known for its pure and fresh taste and markets itself as a premium bottled water brand. Fiji Water is sourced from a remote, protected aquifer and marketed as a premium product. Contrarily, Dasani markets itself as a more reasonably priced bottled water brand extensively distributed in supermarkets and vending machines.

SWOT Analysis

Strengths:

  1. Life Water is renowned for producing high-quality goods and its dedication to ecological business practices. This reputation gives the brand a competitive edge and a strong brand image.
  2. The company recently made a $5 million investment to become a greener business, which sparked the creation of a new container made of bioplastics. This innovation sets Life Water apart from its competitors and positions it as a leader in sustainable packaging.
  3. Tranquil water is a premium product with a loyal customer base that values sustainability and eco-friendliness. The company has the edge over rivals thanks to its dedication to environmental viability and friendliness.

Weaknesses:

  1. Life Water has received criticism from its local community for its water usage during the drought in California. This negative press could harm the brand’s reputation and erode customer confidence.
  2. The company has faced negative press due to the controversial statement made by the plant manager, Zara Leono, on her social media page. This negative press could harm the brand’s reputation and undermine customer confidence.

Opportunities:

  1. The increasing demand for sustainable products presents an opportunity for Life Water to position itself as a leader in the industry. The brand can leverage its commitment to sustainability and eco-friendliness to attract environmentally conscious consumers.
  2. Tranquil Water’s introduction of a new bioplastic bottle allows the business to stand out from its rivals and win over consumers who care about the environment. The company can promote itself as a more environmentally friendly option to other bottled water manufacturers.

Threats:

  1. The bottled water industry faces increased regulation due to concerns about the environmental impact of plastic waste. The increased regulation may make the production and sale of bottled water more challenging and costly.
  2. Due to the industry’s fierce competition, the market share could be lost to rivals who offer comparable goods and cater to the same population. The brand must constantly innovate and enhance its products to remain ahead of its rivals.

In summary, the market analysis has provided us with a better understanding of Life Water’s target market, competitors, and the internal and external environment. The analysis has highlighted the company’s strengths, weaknesses, opportunities, and threats, which will inform our marketing proposal and help us create an effective marketing plan for Tranquil water. By leveraging its strengths, addressing its weaknesses, capitalizing on opportunities, and mitigating threats, Life Water can continue to grow and succeed in the bottled water industry.

IV. Branding Proposal for Tranquil Water

Branding Proposal for Tranquil Water

In this section, we will suggest a new branding strategy for Tranquil water that highlights the advantages of bioplastics, along with a fresh logo, tagline, and packaging layout that showcase the business’ dedication to sustainability and the environment.

Tranquil water is committed to using bioplastics for its new bottle design. Bioplastics are a type. Using bioplastics in Tranquil Water’s new bottle design is crucial to the company’s branding strategy. Traditional plastic, which is not biodegradable and adds to environmental pollution, can be replaced with bioplastics as an environmentally friendly option. Bioplastics are made from renewable sources and can be biodegraded and composted, making them a more sustainable option for packaging.

Tranquil water is showcasing its commitment to sustainability and environmental responsibility using bioplastics. The company’s choice to use bioplastics is in line with the priorities of its intended audience, which includes customers who value sustainable goods from an environmental perspective.

In addition to the environmental benefits of bioplastics, using them in the bottle design can also enhance the brand image of Tranquil water. By using sustainable materials, Tranquil water is positioning itself as a leader in the industry and setting an example for other companies to follow. This commitment to sustainability can help build brand loyalty and enhance the company’s reputation in the marketplace.

Using bioplastics in Tranquil Water’s new bottle design is essential to the company’s branding strategy. It demonstrates the organization’s dedication to sustainability, reflects the ideals of its target market, and can improve the brand’s reputation and image.

New Logo Design Proposal with Rationale

The proposed logo for Tranquil water is designed to create a unique identity for the brand while conveying its values and mission. The minimalist design emphasizes the natural and refreshing qualities of water while also being modern and innovative. The flowing wave design symbolizes the movement and purity of water, representing Tranquil Water’s commitment to providing high-quality, refreshing water that is sustainable and environmentally friendly.

The logo’s soothing and revitalizing use of blue and green evokes peace and vitality. This color palette aligns with the business’s dedication to sustainability and emphasis on producing products that are kind to the earth.

The logo is written in a contemporary sans-serif typeface that is clear, bold, and simple to read. The wave design and the font’s simplicity communicate the company’s dedication to modernity and innovation. The font is easily recognizable and memorable, which will help to create brand recognition in the market.

Slogan Proposal with Rationale

Our proposed slogan for Tranquil water is “Refresh Your Body, Renew the Earth.” This slogan emphasizes the refreshing qualities of Tranquil water while also highlighting the company’s commitment to sustainability.

The slogan communicates that drinking Tranquil Water refreshes your body and helps renew the earth. It is consistent with the business’s principles and purpose: to offer a premium, energizing, environmentally responsible, sustainable, and sustainable product.

Packaging Design Proposal with Rationale

Our proposed packaging design for Tranquil water features a sleek, modern design that emphasizes the company’s commitment to sustainability. The bottle is made of bioplastics and has a straightforward yet stylish form that is simple to hold and pour from.

The label features the new logo and slogan prominently in shades of blue and green. The modern sans-serif font used in the logo is also used on the label, maintaining consistency and enhancing the brand’s character.

The proposed packaging design for Tranquil water reflects the company’s commitment to sustainability, innovation, and quality. It will help to differentiate the brand from competitors in the market and communicate the company’s values and mission.

In conclusion, our proposed branding strategy for Tranquil water emphasizes the company’s commitment to sustainability and the environment. The new logo, slogan, and packaging design all communicate this message clearly and compellingly. Tranquil water is taking a significant step towards sustainability and reducing its carbon footprint by using bioplastics for its new bottle design. The proposed branding strategy will help to establish Tranquil water as a premium, sustainable, and environmentally conscious brand in the market.

V. Social Media PR Campaign

Social Media PR Campaign Introduction

Life Water is a company that produces bottled water. It aims to promote its sustainable initiatives and eco-friendly approach to the market through a social media PR campaign (Berman, 2019). The campaign will also address the negative comments made by Miss Leono, a famous influencer who criticized the company’s environmental impact.

Objectives

The primary objective of the social media PR campaign is to showcase Life Water’s sustainable initiatives and environmentally friendly approach. The campaign aims to increase audience knowledge of the company’s dedication to sustainability and its efforts to minimize its environmental impact. The secondary objective is to manage the negative comments made by Miss Leono effectively. The campaign will address her concerns and provide accurate information to the audience to clear any misconceptions about the company’s sustainability initiatives.

Target Audience

The target audience for this social media PR campaign is environmentally conscious consumers who prioritize sustainable and eco-friendly products. The audience includes millennials and Gen Z, who are more likely to support brands that prioritize sustainability and social responsibility. These customers are well-educated, morally responsible, and prepared to spend more for goods that share their values. They use social media to remain informed and are more apt to interact with businesses that positively influence society and the environment.

Campaigning Techniques

The multi-channel strategy of the social media PR effort will be centered on websites like Instagram, Facebook, and Twitter. The campaign will combine organic and paid advertising to reach a larger population. The campaign will highlight the company’s eco-friendly efforts, such as using only recyclable bottles, lowering carbon impact, and collaborating with environmental groups to support their work.

The campaign will also address Miss Leono’s concerns by providing accurate information about the company’s sustainability initiatives (Berman, 2019). The PR team will reach out to Miss Leono and invite her to visit the company’s facilities to showcase the initiatives taken by the company. The PR team will also engage with social media users who have commented on Miss Leono’s post, addressing their concerns and providing accurate information about the company’s sustainability initiatives.

Key Messages

 The key messages of this campaign include the following:

  1. Life Water is committed to sustainability and eco-friendliness.
  2. Tranquil water’s new bioplastic bottle packaging is environmentally friendly and biodegradable.
  3. Life Water’s initiatives align with the values of environmentally conscious consumers.
  4. Life Water is taking responsibility for its environmental impact and making changes to reduce its water usage.
  5. Miss Leono’s comments do not reflect Life Water’s values and commitments to sustainability.

Tactics

The social media PR campaign will utilize the following tactics:

  1. Hashtags: Create a campaign-specific hashtag, such as #LifewaterGreen, to promote the campaign’s key messages.
  2. Influencer Marketing: Partner with environmental influencers to promote the campaign and reach a wider audience.
  3. Social Media Posts: Create social media posts that showcase Life Water’s sustainability initiatives, Tranquil Water’s bioplastic bottle packaging, and the brand’s commitment to eco-friendliness.
  4. Videos: Create short videos that highlight the sustainability initiatives of Life Water and the sustainability benefits of Tranquil Water’s bioplastic bottle packaging. These videos can be shared on social media and the Life Water website to reach a wider audience.
  5. Interactive Content: Create interactive content, such as quizzes or polls, that engage the audience and promote Life Water’s sustainability initiatives and eco-friendly approach.
  6. Customer Reviews: On social media and other review platforms, encourage customers to share their positive experiences with Life Water’s sustainability initiatives and Tranquil water’s bioplastic bottle packaging.

VI. Execution

The social media PR campaign will be executed over three months, starting with a launch event introducing Tranquil water’s new bioplastic bottle packaging and highlighting Life Water’s sustainability initiatives. Regular social media updates, videos, and interactive material will be shared throughout the promotion on several platforms, such as Twitter, Facebook, Instagram, and YouTube (Social Media Examiner, 2020). Influencer partnerships will also reach a wider audience and promote the campaign’s key messages. Any negative comments or feedback, particularly from Miss Leono, will be addressed promptly and respectfully, focusing on highlighting Life Water’s commitment to sustainability and eco-friendliness (Duhigg, 2018). Budget: The social media PR campaign’s budget will be allocated toward influencer partnerships, advertising, content creation, and event planning. The effort is expected to cost $50,000 in total.

Evaluation

Interaction metrics, such as likes, comments, shares, and increase in followers on social media platforms, will be used to determine the effectiveness of the social media PR strategy. Customer feedback and reviews will also be monitored to gauge the campaign’s impact on consumer perceptions of Life Water’s sustainability initiatives and eco-friendly approach. Any negative feedback will be addressed promptly to ensure the campaign’s objectives are met (Duhigg, 2018).

Conclusion: The social media PR campaign will promote Life Water as a greener company and manage negative comments effectively, highlighting the brand’s sustainability initiatives and eco-friendly approach. Through strategic partnerships, engaging content, and a focus on customer feedback, the campaign aims to reach environmentally conscious consumers and showcase Life Water’s commitment to sustainability and social responsibility.

VII. Marketing Plan for Tranquil Water

Advertising Plan

The advertising plan for Tranquil water will focus on creating brand awareness and communicating the brand’s commitment to sustainability. The brand will use traditional and digital advertising channels to achieve this. To create brand awareness, the brand will place billboards in high-traffic areas such as major highways and urban centers. Print ads will be placed in health and wellness magazines to reach the target audience effectively. The brand will also create commercials broadcast on major TV networks during prime time ( Statista. 2021).

In addition to traditional advertising channels, the brand will also focus on digital advertising channels. Social media will be a crucial platform for Tranquil Water’s advertising campaign. The company will use influencer marketing and social media accounts on websites like Instagram, Twitter, and Facebook to reach a larger audience. The company will work with influencers who share its values of sustainability and environmental friendliness and have a sizable fan base in the health and wellness industry.

Sales Promotion Plan

The sales promotion plan for Tranquil water will focus on increasing sales and brand awareness. Customers who buy a large quantity of the product will receive discounts and exclusive promotions from the company. For example, the brand will offer a discount for customers who purchase a case of Tranquil water or more. The brand will also offer customers free product samples to encourage trial and increase brand awareness.

The company will concentrate on point-of-sale promotions, sales, and no-cost samples. The company will use merchandising and in-store displays to grab customers’ interest and persuade them to buy the product. The company will also run special promotions at events where people are likelier to buy bottled water, such as marathons, music festivals, and athletic competitions (Mertens, 2015).

Public Relations Plan

The public relations plan for Tranquil water will focus on building a positive image for the brand and enhancing its reputation. The brand will work with environmental organizations to support and promote sustainability initiatives. The brand will also sponsor events and activities that promote environmental conservation, such as beach cleanups and tree-planting events.

The brand will also work with bloggers and influencers passionate about sustainability and eco-friendliness to promote the brand’s products and values. The company will establish a blog on its website covering sustainability-related subjects and including guest entries from professionals in the area.

VIII. Social Media PR Campaign

Social media platforms offer fantastic opportunities for businesses to promote their brands and reach a broader audience in the digital era. Life Water needs a social media PR campaign to manage the backlash from Zara Leono’s comments and promote the company’s greener plans. The following are the goals, objectives, target audience, key messages, tactics, and execution for the social media PR campaign (Social Media Examiner, 2020).

Goals and ObjectivesThe primary goal of the social media PR campaign is to promote Life Water as a greener company and manage the negative publicity resulting from Zara Leono’s comments. The specific objectives of the campaign are to increase brand awareness, improve the company’s reputation, and educate the target audience about Life Water’s eco-friendly practices.

Target Audience: The social media PR campaign’s target audience is primarily the community surrounding Life Water’s plant in California. The campaign addresses concerns about the company’s water usage during the drought and promotes its sustainability commitment. Additionally, the campaign will target environmentally conscious consumers interested in purchasing eco-friendly products.

Key Messages: The key messages of the social media PR campaign will focus on Life Water’s commitment to sustainability and the benefits of using bioplastics. The messages will emphasize the company’s initiatives to reduce water use, recycle water, and produce more environmentally responsible goods. The statements will also stress the significance of sustainability and the necessity for all businesses to contribute to a greener future. Tactics and execution The social media PR campaign will consist of the following tactics:

  1. Influencer Marketing: Partnering with influencers in the sustainability and environmental space to promote Life Water and its commitment to sustainability.
  2. Social Media Ads: Running targeted ads on Facebook, Instagram, and Twitter to reach the target audience and promote the brand.
  3. User-Generated Content: Customers are urged to use a particular hashtag when posting about their Life Water experiences on social media to raise brand awareness and spread good word of mouth. Engaging with Followers: Responding to comments and messages on social media to show that the company is listening to the community and cares about their concerns.

IX. Collaboration and Partnerships

Collaborations and partnerships with other companies, groups, or sustainability influencers can help Tranquil Water spread its message and attract more customers. Tranquil water can reach new audiences interested in environmentally friendly and sustainable goods by collaborating with organizations with similar values and objectives.

Tranquil water can seek partnerships with companies that align with its mission, such as eco-friendly fashion brands or sustainable home goods companies. Co-branded marketing campaigns can be developed to showcase the collaboration and promote both brands simultaneously. This approach can be efficient for Tranquil water, as it can tap into the existing audience of its partners and reach a broader consumer base (Cummings & Worley, 2014).

Influencer marketing is another area where collaborations and partnerships can be beneficial. Tranquil water can work with influencers who have a strong following in the sustainability and eco-friendly space. These influencers can create sponsored content showcasing Tranquil water’s brand and mission, eco-friendly packaging, and bioplastics. Influencers can also be used to promote Tranquil Water’s collaborations with other brands, organizations, or events, providing valuable exposure to new audiences.

Collaborations and partnerships can help Tranquil Water build credibility in the sustainability space, increase brand awareness, and reach new audiences. By selecting partners aligning with its values and mission, Tranquil Water can develop a more comprehensive approach to sustainability and reinforce its environmental commitment.

X. Conclusion

In conclusion, Life Water has faced significant criticism for its water usage during California’s drought. The company is now in a critical period where it must demonstrate its commitment to environmental sustainability while addressing the concerns raised by its critics.

To address these challenges, this proposal has developed a comprehensive branding proposal for Tranquil water that emphasizes the benefits of bioplastics. The proposal also developed a marketing plan encompassing the marketing mix, advertising, sales promotion, and public relations. Furthermore, the social media PR campaign has been developed with specific goals and objectives to engage the target audience effectively.

The proposed branding, marketing, and PR strategies comprehensively address Life Water’s challenges while positioning Tranquil Water as a premium, eco-friendly brand. By implementing these strategies, Life Water can enhance its brand image and reputation and demonstrate its commitment to sustainability.

References

Berman, J. (2019). 6 Steps for Creating a Social Media PR Campaign. PR News Online. Retrieved from https://www.prnewsonline.com/social-media-pr-campaign

Cummings, T. G., & Worley, C. G. (2014). Organization development and change. Cengage Learning.

Duhigg, C. (2018). How Companies Can Respond to Criticism on Social Media. Harvard Business Review. Retrieved from https://hbr.org/2018/04/how-companies-can-respond-to-criticism-on-social-media

Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The effectiveness of marketing communication and the importance of its evaluation in an online environment. Sustainability11(24), 7016.

Mertens, D. M. (2015). Research and evaluation in education and psychology: Integrating diversity with quantitative, qualitative, and mixed methods. Sage Publications.

Social Media Examiner. (2020). How to Create a Social Media PR Strategy. Retrieved from https://www.socialmediaexaminer.com/how-to-create-a-social-media-pr-strategy/

Statista. (2021). Share of consumers who consider environmental friendliness an important factor when making purchasing decisions worldwide as of 2019 by age group. Retrieved from https://www.statista.com/statistics/1033681/environmental-friendliness-importance-in-purchase-decisions-by-age-worldwide/

Walley, A. (n.d.). Strategic marketing.

Essay On Museum Visitation Sample Assignment

Starry Night

“Starry Night” is a drawing by Vincent Van Gogh; it is among the works of art that I deliberate to be amongst the greatest persuasive and satisfying arts I have perpetually perceived in my whole life. The creation is contained in a recent art museum that is measured to be one of the world’s greatest significant modern art institutions and is situated in New York City. Vincent Van Gogh was a well-known Dutch painter who was born in the year 1853. He is the painter who is accountable for the artwork. The artist has harvested extreme prominence due to his style’s distinctiveness, principally by using bright, vibrant colors and intense brushstrokes. The artist influenced an unwarranted deal of capability, which allowed him to yield a body of work comprising paintings that totaled more than 2,000 throughout his lifetime. However, the painter fought psychiatric issues during his life, which eventually resulted in his passing at the age of 37 in the year 1890.”Starry Night” is broadly recognized as one of the greatest well-known workings of art Van Gogh has ever created (Ismail & Mahmood, 2022). The photograph is responsible for depicting a tranquil night scene consisting of a small settlement encircled by rolling hills and a clear and starry sky. In addition, the artwork is characterized by curved lines, swirling, and a dense painting application, all of which contribute to the impression that the piece possesses a textural quality. Van Gogh completed the painting in 1889 while working as a physician at the Saint Remy hospital in France.

The artwork is even more breathtaking in reality than it is in photographs. To begin, there is the appearance of the colors, which are much more vivid, and the texture, which is more noticeable, both of which are capturable very well in photographs. The whirling lines and brushstrokes lend the scene a feeling of motion and energy, creating the impression that the village is being carried along by a light breeze that is creating a whirling motion. Additionally, the artwork incorporates symbolism, with the stars standing for promise and the cypress trees representing death. In addition, it is highly intricate to generate a great transaction out of the art that it donates to the world. However, the painting is one of the utmost well-known illustrations of its compassion in the history of the arts. It has aided as an encouragement to an infinite figure of artists in the years since it was generated. It has developed one of the most well-known portions in the Museum of Modern Art assemblage due to its conspicuous use of color and texture. It has also subsidized its position as an important work of art among individuals who are emotional about art.

The painting “Starry Night” is an important piece of art since it indicates Van Gogh’s determination and inspiration in adversity. This is why the painting is so significant. The fact that the artist produced a very authentic work despite his mental illness is evidence of high determination and grit. One interesting non-American/ non-European art form is the Japanese woodblock painting known as Ukiyo-e. However, the most controversial artwork I saw in the museum is “The Holy Virgin Mary” by Chris Ofili. One of the special exhibits of art in the museum is the art by Alice Neel, named “People Come First.” The art was among the very many drawn by Alice about family, friends, and New Yorkers. The art represented the artist’s love for people and stories often overlooked by the culture. The art that I would take home is the art of Alex Da Corte, “The Roof Garden Commission” the reason I would take home the art is because of the sculptures, neon lights, and the reflecting pool.

Conclusion

The painting “Starry Night” is one of the most well-known works of art that Vincent Van Gogh ever created. It is also widely regarded as a significant piece of art that embodies the post-impressionist movement to the greatest extent. In addition, the artwork depicts a night sky filled with swirling, colorful, and abstract patterns, as well as a small community situated beneath it. In addition, the brushstrokes in the artwork are very free and expressive; this highlights a sense of vitality and movement within the piece.

The interpretation of the work of art demonstrates Vincent van Gogh’s struggle with fight against mental illness while performing his responsibilities as a draughtsman at the Saint Paul De Mausoleum asylum in the southern region of France. The asylum can be found in Saint Paul De Mausoleum. The tumultuous thoughts going through his head at the time are represented by the whirling patterns seen in the heavens. On the other hand, the tranquil and peaceful village found below exuded an air of steadiness and serenity that he yawned for. Van Gogh was well known for his profound connection with the natural environment, another interpretation the painting may signify. In addition, one more interpretation that the painting may signify is the picture of the beauty and majesty of nature. The images of whirling patterns can represent the forces of nature, and the village that can be seen below demonstrates humanity’s position concerning it. Regardless of how one interprets the picture, Van Gogh’s “Starry Night” will continue to be regarded as a beloved and iconic painting work due to its extraordinary aesthetic value and profound emotional depth.

References

Ismail, I. N., & Mahmood, A. H. (2022). A Cognitive Study of Profiling in Vincent van Gogh’s (1889) The Starry Night. مجلة ديالى للبحوث الانسانية4(93).‎

Nike Presence, Marketing, And Advertising Strategies In Canada University Essay Example

Abstract

Nike is one of the most well-known brands in the world and has a wide-reaching presence, with over $30 billion in revenue and over 2.5 million employees. Moreover, it is an international company that earned an estimated revenue of USD 31 billion in 2018, employing over 2 million people worldwide. Nike’s marketing strategies are entirely diverse, with many different advertising approaches. Still, their presence in Canada is not as strong as it could be due to a lack of advertising expenditures. This paper will outline these strategies, including Nike’s dedication to social media engagement and a comprehensive recommendation of the most effective advertising methods.

Keywords: Nike, marketing, advertising, social media

1.0 Introduction

Nike is a multinational corporation that designs, develops, and markets athletic footwear, apparel, equipment, and accessories. The company was founded in 1964 by Phil Knight and Bill Bowerman under Blue Ribbon Sports. The name was later changed to Nike in 1971 (Nguyen, 2023). In Canada, Nike first began selling its products in the 1980s. The brand quickly gained popularity among Canadian consumers, and Nike Canada was officially established in 1988. Since then, Nike has become one of Canada’s most recognizable and popular athletic brands, with a significant presence in the country’s sports and fashion markets.

Regarding marketing strategy, Nike has always focused on creating a strong brand image through its advertising campaigns. The company is known for its high-profile celebrity endorsements, including Michael Jordan, Serena Williams, and LeBron James. Nike has also launched several iconic advertising campaigns, such as “Footballers,” which has become synonymous with the brand.

In recent years, Nike has expanded its marketing efforts in Canada to include digital and social media marketing and experiential marketing. For example, the company has launched several pop-up shops and immersive experiences in major Canadian cities, including Toronto and Vancouver, to promote new products and future launches and enhance consumers’ engagement more personalized way. This paper aims to outline Nike’s presence in the Canadian market, assess its wide-reaching strategies, and detail its strengths and weaknesses in advertising in Canada. The major components of this paper will be; a discussion on what differentiates Nike from other brands, a discussion on the types of media used by Nike as well as some basic strategies for marketing.

2.0 Perpetual Comparison

Here is a two-dimensional perpetual map comparing Nike with its competitors in Canada based on two attributes: product quality and Price.

High Quality

Low Price | High Price

Adidas Under Armour

In the map above, Nike is positioned in the upper right quadrant, indicating that it offers high-quality products at a relatively high price point. Adidas is in the lower right quadrant, offering high-quality products at a slightly lower price than Nike. Under Armour is positioned in the upper left quadrant, offering lower-quality products at a high price point. Based on the data, the notable recommendations are:

  1. Nike should continue to focus on product quality and innovation. Gritsuk et al. (2022) iterate innovation and quality as the fundamental factors that set brands apart.
  2. Moreover, Nike should consider adjusting its pricing strategy to be more competitive. Compared to Adidas, Nike’s pricing strategy on select items is exorbitant. By striking a balance compared to other products, Nike could capture a larger market share in its emerging range of products and services.
  3. Similarly, the brand should continue emphasizing its value proposition, highlighting that it offers high-quality products at a lower price than others.
  4. Lastly, Under Armour should focus on improving its product quality and adjusting its pricing strategy to align with competitors. Its current positioning may need to be revised in the long term.

3.0 Marketing Campaign Analysis

3.1 Nike’s “Footallverse” campaign.

Nike’s “Footballverse” campaign was launched in 2020 as a part of their marketing strategy to promote their football-related products, particularly their Phantom Venom and Phantom GX football boots. In addition, the campaign aimed to engage fans worldwide through a virtual football world featuring a range of football, gaming experiences, and interactive content. As a result, two predominant products emerged, the Nike Phantom GX and the Nike Phantom Venom.

Nike Phantom GX Image

Image 1.1; Nike Phantom GX Image

Nike Phantom Venom

2.2 Nike Phantom Venom

3.1.1 Purpose of the campaign.

Nike’s “Footallverse” campaign aims to inspire and motivate people to pursue their passions and push their limits. The campaign aims to position Nike as a brand not just about sports but also about the attitude and mindset required to succeed in any aspect of life.

3.1.2 Target Audience.

The target audience for the “Footallverse” campaign is broad and diverse, ranging from athletes and fitness enthusiasts to anyone who aspires to achieve their goals and live a more active lifestyle. Nike’s marketing efforts focus on reaching a younger demographic, particularly millennials and Gen Z, who value authenticity, self-expression, and social responsibility.

3.1.3 Main marketing activities.

The “Footallverse” campaign is a multi-channel marketing effort that includes a variety of activities such as:

Advertising: Nike has created several iconic advertising campaigns under the “Footallverse” umbrella, featuring high-profile athletes and celebrities who embody the brand’s values of determination, perseverance, and innovation.

Social media: Nike uses social media platforms such as Instagram, Twitter, and Facebook to engage with its audience, share content related to its products, and promote its brand message. Nike also creates social media campaigns and challenges to encourage user-generated content and increase brand awareness through hashtags like #JumpWithUs.

Community involvement: Nike has developed a charitable partnership with Goodwill to encourage local youth to engage in athletics and sports, in addition to activities such as community events, charity runs and giveaways, and donations of sports equipment.

Analysis of the “Footallverse” campaign shows that the brand leverages digital media channels to promote its products and services through engaging content, connecting with consumers on a personal level by sharing their stories and aspirations through social media platforms, distributing images or videos of athletic demonstrations through Instagram or Facebook posts, or utilizing Twitter live streaming for sporting events such as the Olympics.

Sponsorships and partnerships: Nike has partnerships and sponsorships with several sports teams and leagues, as well as individual athletes and influencers. These partnerships help to extend Nike’s reach and promote its products to a broader audience.

Events and activations: Nike hosts and participates in several events and activations, such as the Nike Women’s Race Series and the Nike Training Club, to engage with its audience and promote its products more experientially.

3.1.4 Key Brand Touchpoints.

Nike’s “Footallverse” campaign relies on various approaches to reach consumers, including digital and social media. This channel is used extensively to create user-generated content that enhances Nike’s brand image, positioning the brand as a lifestyle brand that values authenticity and innovation. This is particularly evident through Nike’s Instagram campaign, #JustDoIt100, which invited users to post photos of selves living their best lives by following their passions and being active on social media. According to research by Seifried et al. (2021), Nike has partnered with several universities and high schools in Canada to promote physical activity, especially in football.

3.4 Analysis of Nike’s “Footallverse” campaign based on five marketing concepts.

3.4.1 Sensory marketing (attention).

Nike’s “Footallverse” campaign uses sensory marketing to grab the attention of its target audience. The campaign features high-energy visuals and inspiring messages that appeal to the emotions and senses of viewers. The use of bold typography, vibrant colours, and iconic imagery, such as the Nike swoosh, also helps to create a strong visual identity that is easily recognizable and memorable for Nike’s target audience. Moreover, the brand’s use of influencers and celebrities, such as Serena Williams, enhances Nike’s visual identity by increasing consumer engagement.

3.4.2 Classical conditioning (stimulus generation).

Nike’s “Footallverse” campaign uses classical conditioning to positively associate the brand with its products. The use of high-profile athletes and celebrities in the campaign, who are often seen wearing Nike products, helps to generate a stimulus that reinforces the brand’s image as a leader in the sports industry. The campaign also uses repetition to reinforce the message of “Footallverse,” creating a sense of familiarity and recognition among consumers.

3.4.3 Expectancy theory (motivational conflict).

Nike’s “Footallverse” campaign uses expectancy theory to create a sense of motivational conflict among its target audience. The campaign emphasizes the importance of pushing oneself to achieve personal goals and overcome challenges, which can create a sense of tension between one’s current state and desired state. This tension can motivate individuals to purchase Nike products to help them achieve their goals.

3.4.4 Actual/ideal self (social Comparison).

Nike’s “Footallverse” campaign appeals to its target audience’s actual and ideal self by promoting the brand as a symbol of achievement and success. The campaign uses social Comparison to create a sense of aspiration among consumers, who may view Nike products as a way to express their identity and reflect their desired image.

3.4.5 Personality (brand personality).

Nike’s “Footallverse” campaign has helped shape the brand personality of Nike as an innovative, inspiring, and empowering company. The campaign’s emphasis on pushing one’s limits and breaking through barriers reinforces Nike’s image as a company that is not afraid to take risks and challenge the status quo. The use of high-profile athletes and celebrities also reinforces Nike’s image as a leader in the sports industry, while the company’s focus on social responsibility and sustainability appeals to consumers who value ethical and environmental concerns.

3.4.6 Emotional marketing (appeal).

Nike also uses emotional marketing to appeal to its target audience in several ways. As discussed previously, the company recognizes that it takes more than athletic skill to be successful in sports and uses inspirational stories to highlight the hard work that goes into achieving a goal, the perseverance required to keep going when faced with adversity, and the determination required for one to achieve success. By incorporating these values into its products and marketing efforts, Nike appeals to the emotion of viewers and customers and helps differentiate its products from competitors.

3.4.7 Relationship marketing (trust).

Nike’s “Footallverse” campaign demonstrates a shift from the product entered marketing strategy. This is evident in how Nike engages with consumers through various channels, such as social media or sponsorships of sporting events and leagues. By doing this, Nike improves brand awareness and image and increases customer loyalty through an enhanced relationship built on trust and transparency.

Hence, the “Footallverse” campaign has successfully positioned Nike as a brand that stands for more than just athletic wear. The campaign’s inspiring message and solid visual identity have helped to create a loyal fan base and increase brand awareness and sales.

3.5 Evaluation of the Campaign.

The Footballverse campaign was effective in achieving its objectives because of various factors. These include enhanced awareness, engagement, media coverage, and targeted approaches.

Notably, the most predominant attribute of the campaign has been enhanced brand engagement. The “Footballverse” campaign enhanced Nike’s brand engagement with football fans worldwide in the virtual space. Through such an interactive virtual football world, the campaign created an immersive and engaging experience that enabled users to explore the world of football, showcase their skills, and compete with other users when there were many travel restrictions worldwide. Due to the coronavirus pandemic, physical activities were limited or restricted to emergency-only spaces- the Footallverse bridged this gap. This helped to increase brand engagement and foster brand loyalty among users.

Similarly, the campaign led to increased product awareness for Nike. For instance, the Footballverse campaign successfully promoted Nike’s Phantom Venom football boots and other football-related products (Amin, 2022). By incorporating various football challenges and experiences in the virtual world, the campaign showcased the performance and features of these products, making them more attractive to potential customers.

Social media buzz: The “Footballverse” campaign generated significant buzz, with many football fans and influencers sharing their experiences on social media platforms like Instagram and Twitter. This helped to increase brand visibility and generate positive word-of-mouth publicity for Nike.

Innovativeness: The campaign was innovative in its approach, leveraging technology and gamification to create an interactive and immersive user experience. This helped to differentiate Nike’s brand from its competitors and reinforce its image as a brand that is innovative, creative, and futuristic.

A targeted approach: The campaign targeted football fans, a highly passionate demographic about the sport and its related products. The campaign’s focus on football-specific experiences and challenges helped to resonate with this audience and create a stronger connection with them.

Overall, Nike’s “Footballverse” campaign effectively enhanced brand engagement, increased product awareness, generate social media buzz, showcased innovativeness, and adopted a targeted approach. Therefore, it can be considered a successful marketing campaign for Nike’s football-related products.

4.0 Measuring Attitude.

The Fishbein model is a tool used to measure consumer attitudes towards a brand or product by assessing their beliefs about various attributes and the importance they place on those attributes. It is based on the idea that consumers evaluate products based on their perceived benefits and drawbacks, and the model provides a way to quantify these evaluations. Based on four determinant attributes, we will use the Fishbein model to measure consumer attitudes toward Nike and its competitors. The initial stages of developing the concept are illustrated below.

Attribute Nike Adidas Under Armour Puma
Durability 8 7 6 5
Comfort 9 7 6 7
Style 9 8 7 8
Price 6 7 8 7

To calculate the overall attitude score for each brand, we multiply the rating for each attribute by the importance score and then sum the results. The importance score is rated on a scale from 1 to 10, where 10 represents the highest level of importance.

Attribute Importance Nike Adidas Under Armour Puma
Durability 8 64 49 48 35
Comfort 9 81 63 54 63
Style 9 81 72 63 72
Price 6 36 42 48 42
Total 262 226 213 212

From the Fishbein model, we can learn the following:

  • Nike has the highest overall attitude score, indicating that consumers perceive it as the most favourable brand among its competitors.
  • Comfort and style are the most important attributes for consumers when choosing a sports apparel brand, as reflected in the high importance scores for both attributes across all brands.
  • Price is less important than durability, comfort, and style, as reflected in the lower importance score for this attribute.

4.1 Recommendations for the marketing manager.

Based on the results of the model, it is safe to say that Nike should;

  • Continue to emphasize the importance of comfort and style in Nike’s marketing campaigns and product development, as these are the most important attributes for consumers.
  • Maintain a competitive pricing strategy, as Price is still a factor consumers consider when making purchase decisions.
  • Focus on maintaining the brand’s reputation for durability, as this is an attribute that consumers perceive as necessary and one where Nike has a competitive advantage.
  • Consider ways to improve the brand’s performance in areas where competitors are perceived more favourably, such as Adidas’ higher rating for durability and Under Armour’s higher rating for Price. This may involve product innovation or pricing strategies that can help to address these gaps.

5.0 Evaluation of Advertisement.

Nike uses emotional appeal in all three advertisements to connect with its audience and create an emotional connection to the brand in three advertisements “Play New,” “You Can’t Stop Us,” and “Equality.” The source credibility is high in all three ads as Nike is a well-known and established brand in the sports industry. The argument in all three ads is one-sided, with Nike focusing on the positive aspects of their brand and the messages they are promoting. The comparative advertising strategy is not used in these ads, as Nike does not explicitly compare itself to other brands. Instead, they focus on promoting their own brand values and messaging. This strategy is known as identity advertising. The three ads are different in their format. The first ad is a story-based advertisement that follows star players worldwide and how they overcome challenges.

In contrast, the second ad is a more factual commercial with statistics and information on Nike’s social commitment toward equal rights. The music is upbeat and catchy, which makes it more memorable. The third ad focuses on the personal experiences of people who have been discriminated against due to their sexual orientation, with no product images shown throughout the entire advertisement. Instead of focusing on athletes or celebrities, as in most Nike advertisements, this time, they focus on bringing awareness to an issue that concerns many people worldwide.

5.1 “Play New” Campaign.

Source: The source of this advertisement is Nike itself to promote its brand.

Argument Presentation: Nike presents a one-sided argument by highlighting the benefits of playing new and trying new things. The ad focuses on the exhilaration of new experiences and how they can help individuals grow and improve. For example, by creating a virtual football world, Nike aims to showcase the qualities and skills required to be an athlete and to enable people to experience the sensation of long-distance runners. In addition, Nike’s campaign targets the youth through participatory marketing efforts such as the “The Video That Changed My Life” contest. The contest aims to inspire teenage Canadians by featuring short videos created by young fans of Nike’s products – highlighting how Nike products impacted them.

Additionally, to inspire and motivate people globally, Nike has launched various social media campaigns – such as #BestDayEver – encouraging people to share their stories on how Nike products impacted them. Another demographic that the campaign targeted was female athletes, who have seen Nike’s efforts to prioritize female athletes over male athletes. In addition, the campaign aimed to recruit and inspire individuals through personal stories.

Message Appeal: The emotional appeal is used in this ad by showing athletes in different sports trying new things and pushing their limits.

5.2 “You Can’t Stop Us” Campaign.

Argument Presentation: Nike presents a one-sided argument by highlighting how people can’t be stopped when they work together. The ad features a split-screen of athletes from various sports who come together to show that unity can overcome obstacles.

Message Appeal: The emotional appeal is used in this ad by showing athletes overcoming adversity and inspiring people to work together towards a common goal.

5.3: “Equality” Campaign

Argument Presentation: Nike presents a one-sided argument by emphasizing the importance of equality and how it should be embraced in sports. The ad features various athletes, both male and female, from different backgrounds and ethnicities.

Message Appeal: The emotional appeal is used in this ad by showing athletes coming together to promote equality and inclusivity in sports. The ad also uses a metaphor to compare the struggles faced in sports with those faced in society to emphasize the importance of equality.

6.0 Group Influence.

While Nike’s Phantom GX and Phantom Venom have o recognizable brand communities In Canada, Nike generally enjoys a unique community in the shoe-wear industry within the country. Nike’s Phantom GX and Phantom Venom are part of the brand’s soccer cleat lineup, which has a significant following among soccer players and enthusiasts in Canada. While there is no specific “brand community” for these cleats, there are several online communities and forums where users discuss and share their experiences with Nike soccer gear, including the Phantom GX and Phantom Venom. Some of these online spaces include the following.

NikeTalk: This online forum discusses various Nike products, including soccer gear (“NikeTalk, n.d.”). Several threads are dedicated to Nike soccer cleats, with users sharing their thoughts and experiences on the Phantom GX and Phantom Venom.

SoccerCleats101: This website features reviews, news, and buying guides for soccer cleats, including those from Nike. Users can leave comments and questions on the site’s articles, creating a community of soccer players and enthusiasts who share a passion for soccer gear.

Nike Canada Instagram: Nike Canada’s official Instagram account features posts and stories showcasing its soccer cleats, including the Phantom GX and Phantom Venom. Users can interact with the brand by leaving comments and tagging it in their posts, creating a sense of community around the Nike soccer brand.

While these communities do not specifically focus on the Phantom GX and Phantom Venom, they create a brand community around Nike soccer gear. Users can share their experiences with different Nike cleats, providing valuable feedback and recommendations to community members. Additionally, Nike’s marketing campaigns and social media presence help to create a sense of brand loyalty and community among its customers.

6.1 Recommendation for Managers.

Nike could create more targeted content and campaigns focusing on the Phantom GX and Phantom Venom to further improve its brand community. This could include partnering with soccer influencers or content creators with a solid following among soccer players and enthusiasts in Canada and showcasing user-generated content featuring the cleats on its social media channels. Additionally, Nike could consider creating a dedicated online forum or community for soccer players to discuss and share their experiences with Nike soccer gear, further strengthening its brand community and providing valuable feedback for future product development

7.0 Demographics

Nike’s Phantom products, including the Phantom GX and Phantom Venom, target a specific demographic of soccer players and enthusiasts. Moreover, Nike’s Phantom products target a specific demographic of serious soccer players and enthusiasts who value quality, prestige, and brand image in their soccer gear. The following is an analysis of how different demographic factors determine the target consumers for these products:

Income: The Price of Nike’s Phantom products is relatively high compared to other soccer cleats, ranging from around $150 to CAD 275. As a result, the target consumers for these products are likely to be those with higher incomes willing to pay a premium for high-quality soccer gear.

Social class: Nike is a premium brand associated with status and prestige. As such, the target consumers for the Phantom products will likely be those in the middle to upper classes, who value brand image and quality.

Financial structure: Nike’s Phantom products are luxury items that are not necessary for playing soccer. As such, the target consumers for these products are likely to have disposable income that they can use to purchase these high-end soccer cleats.

Age: Nike’s Phantom products target serious soccer players and enthusiasts who are typically in their teens or twenties. This is because these players are more likely to be actively involved in competitive soccer and, therefore, more likely to invest in high-quality soccer gear.

Based on this analysis, the target customer profile for Nike’s Phantom products can be summarized into the specific umbrella of persons through the following lens.

  • Demographic: Male or female soccer players and enthusiasts aged between 16 and 30.
  • Psychographic: Those who value quality and prestige in soccer gear are willing to pay a premium for it.

  • Behavioral: Those who play soccer at a competitive level or are passionate about the sport are likely to invest in high-quality soccer gear.

  • Socioeconomic: Those in the middle to upper classes who have disposable income to spend on luxury items such as high-end soccer cleats.

By understanding the target customer profile, Nike can create more targeted marketing campaigns and develop products that meet the specific needs and preferences of this demographic

8.0 Local Community Strategies

Canada is a culturally diverse country with distinct regional and linguistic differences that may require tailored marketing strategies to target consumers effectively. By adopting a localized strategy, Nike can ensure its marketing efforts resonate with Canadian consumers and address their specific needs and preferences.

The cultural elements that may impact the marketing practices of Nike’s Phantom products in Canada include language, values, and sports culture in the following ways.

Language: – Canada has two official languages – English and French – and Nike may need to tailor its marketing messages to resonate with both language groups. For example, Nike may need to create separate marketing campaigns in English and French or ensure that all its marketing materials are bilingual to appeal to a broader audience.

Values: – Canada is known for its multiculturalism, inclusivity, and environmental consciousness. Nike may need to highlight these values in its marketing campaigns to appeal to Canadian consumers. For instance, Nike could showcase diverse athletes from different cultural backgrounds in its advertising or highlight the use of sustainable materials in its Phantom products.

Sports culture: – Canada has a strong sports culture, with hockey, soccer, and basketball being among the most popular sports in the country. Nike may need to tailor its marketing efforts to reflect these preferences and highlight the features of its Phantom products relevant to these sports. For example, Nike could create separate marketing campaigns for each sport or highlight the versatility of its Phantom products that can be used in multiple sports.

Moreover, Nike must further differentiate its products from its competitors and create unique marketing strategies that resonate with the Canadian consumer to continue growing its market share. This is backed by the fact that the brand has reached a saturation point in Canada, and further growth is limited.

The critical success factors for Nike’s corporate social responsibility initiatives in Canada are likely to include at least one of the following key elements:

  • Nike’s product innovations will be driven by engaging soccer players and enthusiasts through innovative designs and technical innovations.
  • Utilizing soccer influencers as a way to drive marketing campaigns for new and existing products poised to meet the needs of local soccer fans is likely to increase brand name recognition among consumers.

9.0 Conclusion

In conclusion, Nike’s presence and marketing strategy in Canada has been highly successful, as the brand continues to dominate the country’s sports and fashion markets. Nike’s entry into the Canadian market has greatly benefited from its ability to deliver high-quality products that meet the needs of soccer players and enthusiasts in Canada. Furthermore, Nike has benefited from its ability to effectively reach critical consumers through targeted marketing campaigns and collaborations with celebrities and soccer influencers like David Beckham and Christiano Ronaldo. These factors have propelled Nike to achieve high brand recognition among consumers and cement its market position in Canada. With a highly saturated market in Canada, Nike will need to differentiate its products from competitors further and create unique marketing strategies that resonate with the Canadian consumer to continue growing its market share.

10.0 References

“NikeTalk.” NikeTalk, niketalk.com/.

Amin, Omar. “Nike’s Footballverse 2022 World Cup Ad Is a Masterclass in Marketing.” Think Marketing, 17 Nov. 2022, thinkmarketingmagazine.com/nike-footballverse-2022-world-cup-ad-is-a-masterclass-in-marketing/.

Seifried, Chad, et al. “Sport Management and Business Schools: A Growing Partnership in a Changing Higher Education Environment.” The International Journal of Management Education, vol. 19, no. 3, Nov. 2021, p. 100529, https://doi.org/10.1016/j.ijme.2021.100529.

Gritsuk, Natalia, et al. “THE INNOVATIVE APPROACH to MANAGING the PRODUCT QUALITY in the DIGITAL ECONOMY: INTELLECTUAL ACCOUNTING and AUDIT.” International Journal for Quality Research, vol. 14, no. 2, 1 June 2020, pp. 543–558, https://doi.org/10.24874/ijqr14.02-13.

Nguyen, Q. (2023). A research on controversial marketing of Nike.