MARK936 : Consumer Behaviour Nike as a Brand Case Study - Management Assignment Help

Assignment Task:

Task:

Section A: Essay Questions
You must answer three of the following five essay questions.
Question 1 (100 marks)
Nike as a brand has a history of depicting diversity in its marketing strategy, including featuring culturally and ethnically diverse individuals and those with disabilities in its advertisements, creating products that are inclusive of consumers’ religious beliefs (e.g. the Nike Pro Women’s hijab), and using celebrity endorsers that represent minority and disadvantaged groups (e.g. Serena Williams who is of African American heritage and a women), or who engage in social issues such as racial inequality (e.g. Colin Kaepernick). Using concepts of opinion leadership, explain the benefits of Nike’s celebrity endorsement approach in terms of the type of power base its celebrity endorsers exert, and the different ways they exert influence on consumers (e.g. informational, utilitarian, value-expressive).

Question 2 (100 marks)
Imagine you are the marketing manager for Stadium Australia and are in charge of encouraging crowds to return for live sporting events held at the stadium. Using your understanding of motivation and values, develop three (3) customer profiles to identify three (3) segments to target for the upcoming State of Origin, which is a major sporting event in NSW.

Question 3 (100 marks)
Imagine you are the marketing manager for the Tourism Board in your home country. Your task is to encourage domestic travel within your country among its citizens and residents. Using your understanding of personality, develop a marketing proposal to encourage domestic tourism within your country of choice.

Question 4 (100 marks)
Imagine you are the marketing manager for YouFoodz. The market is saturated with competitors, however, you would like to achieve greater share of market through a marketing campaign. Using your understanding of the self-concept (e.g. real and ideal selves, role identities, and gender expectations in society), develop a marketing campaign that clearly identifies a core market segment and that differentiates YouFoodz from the competition.

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