Nike - 1 Table of Contents Introduction 2 Body 2 Activities to Increase Customer Engagement 3 Conclusion 4 Appendix 5 Reference 7 2 Introduction Nike

Nike - 1 Table of Contents Introduction 2 Body 2 Activities...

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1 Table of Contents Introduction ............................................................................................................................... 2 Body ........................................................................................................................................ 2 Activities to Increase Customer Engagement .................................................................... 3 Conclusion ....................................................................................................................... 4 Appendix ..................................................................................................................... 5 Reference ................................................................................................................. 7
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2 Introduction Nike Inc. is a large company that has many retail chain stores around the world, and virtual stores online. Founded in 1964, Nike back then was known as Blue Ribbon Sports (RBS) by Phil Knight and Bill Bowerman, and was officially became Nike Inc. in 1971 (O'Reilly, 2014). Even though Nike Inc. is a big company, when it comes to brand intimacy with customers, the survey Brand Intimacy Agency (MBLM) conducted has shown that Nike Inc. was first on the list. (Feitelberg, 2016) Any organization that wants to sustain, understanding their customers’ needs and wants is important. Consumer behaviour is the study behind the psychology of how consumers think, use and dispose of products between multiple brands to satisfy their needs and wants (Kotler, 2001). Consumer research is crucial in order to have a stable business, but extra cash has to be spent on researching efforts. Body According to Pedro (2016), in an interview with Nike. Inc, they have mentioned that “Everything they do starts with the consumer”. Consumer research process have six steps. (Kotler, 2001) First is defining objectives, engaging in customer interaction on social network. Second, collecting secondary data through searching online for any information related to engaging customers through interaction opportunities. Internal data from Nike Inc. annual reports and surveys online have a lot of data on the company itself. There are plenty of external sources that could be found online. Moreover, developing a research design. As a marketing consultant, a survey has been carried out on student’s usage on social media in relations with businesses. To find out what platforms of social media they use and also how it affects businesses. With secure flow of investment, ability and creativity, it creates an emotional bond with the customers.
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