Types of Marketing Channels and their role in serving communication objectives

This presentation studies the different types of marketing channels, with reference to the use of these channels by Nike. Further, the role of marketing channels in fulfilling communication objectives of Nike is studied.

ntegrated Marketing CommunicationsI
ypes of Marketing Channels and their role inT
serving communication objectives

able of ContentsT
• ntroductionI
• Marketing Channels
• urpose of Marketing ChannelsP
• ypes of Marketing ChannelsT
• Role of Marketing Channels in fulfilling communication
objectives
• Marketing channel integration to the organizational conte tx
• Conclusion
• Reference istL

ntroductionI
his presentation aims to study the differentT
types of marketing channels with reference to,
the use of these channels by ike urther theN . F ,
role of marketing channels in fulfilling
communication objectives of ike is studiedN .

Marketing Channels
• Medium to transfer products to consumers

urpose of Marketing ChannelsP
• ncrease brand awarenessI
• romote goods and servicesP
• Aid in communication
• mparting knowledgeI
• rojecting an imageP
• Stimulating the want
• Shaping attitudes
• ff ecting the saleE

ypes of Marketing ChannelsT
• roducer to ConsumerP
• he producer makes the goods and directly sell them to the consumersT
• he goods directly reach to the consumers without the help of aT
middleman
Company sells directly to consumers
ike store outlets official websiteN : ,

Contd.
• roducer to Retailer to ConsumerP
• he retailers purchase the product from theT
producer
• his is a channel is generally used by theT
producers who are specialized in producing the
shopping goods
ike sells sports goods to e retailersN -

Contd.
• roducer to holesaler toP W
Retailer to Consumer
• n this process the product isI ,
purchased by the wholesaler and,
from them it directly moves to,
the retailers
• his process is long and also theT
price of the product gets
increased in this process
• n this process the customers areI ,
also liable to buy the product
from the product

Contd.
• roducer to Distributor toP
Retailer to Consumer
• he distributor achieves theT
product and then it is provided,
to the retailer to the customers
• ike has their suitableN
distributor all around the world
to provide their products to the
appropriate retailers itchen(K ,
and urgmannB , 2015)

Contd.
• roducer to Agent toP
holesaler to Retailer toW
Consumer
• n the distribution processI
where more than one middle
is being involved
• An agent is the one who
contracts with the wholesaler
and also gets a commission
from the producer

Role of Marketing Channels in fulfilling
communication objectives
• romotionP
• Advertising
• nline marketingO
Marketing
Channels
Promotion
Advertising
Online
marketing

ypes of functionsT
• romotionP
o appeal to customersT
rovide knowledge about customer trendsP
romotion by retailers and agentsP

Contd.
• Advertising
Marketing channels advertise ike s sports goods: N ’ ,
provide knowledge of market trends

Contd.
• nline MarketingO . ike is targeting millenialsN ,that s wy they actively’
using social media.
Direct marketing channel ike website: N
ike social media platformsN

Marketing channel integration to the
organizational conte tx
• he marketing channel helps to create a bond between theT
producer and the customers with the help of various
process
• ike with the help of active marketing communication channelN
can maintain a suitable relationship with the customers
• he marketing channels help ike to increase theirT N
customer s base’
• his is suitable for the fi rm to produce consistencyT ,
customer preference within the market t is also cost. I
saving and provide a suitable result for communication

Conclusion
his presentation studied the different types ofT
marketing channels with emphasis on ike, N .
he contribution of marketing channels to activitiesT
such as promotion advertising and online digital,
marketing was observed.

P3
MARKETING COMMUNICATION
• Nike is believed to be one of the most famous sports
brands spread all over the world.
• The communication with the target markets is one of
the most important sections of their worldwide
success (Nike.com 2018).
• They are very keen on promoting their products
through the proper communication channels to get
best results.

MARKETING COMMUNICATION
• The communication channels they use are mainly the use of the
social media and the personal selling process indeed (Nike.com
2018).
• The marketing promotions they make are extremely focused on
reaching the people.
• They use several other communication strategies to reach to their
firm as well.
• The advertisements are made for the better connection with the
target audience.
• he best and the most suitable marketing strategy of the fi rm is toT
target the customers with the help of professional as well as well-
known athletic

MARKETING PROCESS
• The communication with the customers is one of the most
important strategies for their efficiency.
• The marketing communication strategies of Nike are very effective
and the target audience is greatly benefitted by their promotional
activities (Belch et al. 2014).
• Their motive is to attract the new customers at their disposal and
retain the existing customers indeed.
• he best way to deal with the effective integrated communicationT
channel within the market is to provide a suitable deal for the
customers
• ike maintains innovation for the communication process with theirN
customers

MARKETING AND COMMUNICATION
• The primary aim of the company is to reach the maximum number
of target audience so they can create the most impact indeed
(Yeshin 2012).
• The promotion is done through the advertisements that lift up the
brand image of the company.
• The demand for the products can increase with the successful
promotions (Nike.com 2018).
• ne of the best ways to deal with the appropriate communicationO
channel within the organization is to ask suitable questions
• t is also essential for the fi rm to consider their option regarding theI
selection of channels

COMMUNICATION STRATEGIES
• They try to earn the trust of the customers in the
best ways so they create the advertisements in
the ways that it would be highly effective for
them as well.
• They use the fame of the popular celebrities to
reach to the customers (Nike.com 2018).
• If the target customers see their favorite
celebrities are using Nike products, they will
automatically tend to use them as well.

ORGANIZATIONAL COMMUNICATION
• The personal selling strategy is followed in the physical stores.
• The store personnel always communicate the best features of
the Nike products to the people so it becomes very easy for
them to use these products properly (Nike.com 2018).
• hey also sell from the official website where they communicateT
with the customers by showing their products and validity
• Social media is one of the best ways to perform effective
communication for the customers for ikeN
• hey also perform the channel of a wholesaler as theT
middleman to spread their business all over the world

NIKE COMMUNICATION
• The effective personal selling is done by the
sales personnel as well (Luxton, Reid and
Mavondo 2015).
• These people are highly trained in convincing
the customers and assisting them to choose the
best available products (Belch et al. 2014).
• This happens to establish strong customer
relationships and providing the best customer
experience.

DIRECT MARKETING
• Nike also tends for the direct marketing strategies as well.
• The justification behind this is making more profits for the
company (Luxton, Reid and Mavondo 2015).
• The benefits of the Nike products are used as the main weapons for
the motivating the new customers in the best ways.
• These benefits would drive them to get the best experience by
purchasing the products of Nike (Yeshin 2012).
• Social media marketing is also a part of direct marketing
• n this process the organization effectively communicate with theI ,
millennial Valos et al( ., 2016)
• his also helps to strengthen the position of ike within the marketT N

PUBLIC RELATIONS
• The public relations of Nike is very commendable.
• The social issues that are linked with the company are handled
properly as well (Belch et al. 2014).
• The brands and products are promoted through establishing
the proper public relations indeed.
• The social issues also lift up the brand value of the Nike
Company.
• he organization with the suitable and effective communicativeT
strategy maintain proper public relation
• his helps them to understand the market need and provideT
the best to the customers

JUSTIFICATIONS
• Lastly it can be said that the marketing communication
strategies of Nike are very strong and these strategies
always yield the best results for the company to get
more customers.
• he marketing communication of ike also helps them toT N
maintain their position in the market
• t allows the fi rm to understand the market demand andI
need of the customers
• his further help the organization to deal with theT
changing environment and the mentality of Millennial

Reference istL
• oztepe A reen marketing and its impact onB , ., 2012. G
consumer buying behavior uropean ournal of conomic. E J E
olitical Studies& P , 5(1)
• Csikosova A Anto ov M and ulkov Strategy, ., š á, . Č á, K., 2014.
in direct and interactive marketing and integrated marketing
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pp116, .1615-1619.
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matter to store brand purchase intention A conceptual?
framework ournal of roduct rand Management. J P & B ,
pp21(2), .89-97

Contd.
• ipsman A Mudd Rich M and ruich SL , ., , G., , . B , ., 2012.
he power of like ow brands reach and influenceT “ ”: H ( )
fans through social media marketing ournal of- . J
Advertising research pp, 52(1), .40-52
• Ma hang R uo S and iu ricing, L., Z , ., G , . L , B., 2012. P
decisions and strategies selection of dominant
manufacturer in dual channel supply chain conomic- . E
Modelling pp, 29(6), .2558-2565.
• Rosenbloom Marketing channels Cengage, B., 2012. .
earningL .

REFERENCES
• Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising:
An integrated marketing communication perspective. McGraw-Hill
Education.
• Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing
communication capability and brand performance. Journal of
Advertising, 44(1), pp.37-46.
• Nike.com (2018). [online] Available at: http://www.nike.com/in/en_gb/?
cp=ahns_kw_nike_br!in!null!txt!g!device!Core%20Brand%20-%20GN
%20-%20Pure%20-%20XCategory%20-%20Nike%20India%20-
%20TM%20-%20General%20-%20EN_EN%20-%20Exact!nike!
Exact&k_clickid=8842b251-7e5b-4e54-a3bc-446695e1ae51 [Accessed
23 Jun. 2018].
• Yeshin, T., 2012. Integrated marketing communications. Routledge.

Refereces
• itchen and urgmann ntegratedK , P.J. B , I., 2015. I
marketing communication making it work at a:
strategic level . ournal of usiness trategyJ B S , 36(4),
pp.34-39.
• Valos M aji abibi Casidy R Driesener C, .J., H H , F., , ., , .B.
and Maplestone V ploring the integration, .L., 2016. Ex
of social media within integrated marketing
communication frameworks erspectives of services: P
marketers . Mar eting ntelligence Planningk I & , 34(1),
pp.19-40.

hank ouT Y !