Comprehensive Marketing Communications Report: Nike Air Max

This report provides a comprehensive analysis of the marketing communications strategies employed for Nike Air Max. It begins with an introduction to marketing tools, theories, and advertising, emphasizing their role in promoting the product and building brand awareness. The report delves into various marketing tools, including traditional, digital, and social media marketing, as well as promotional tools. It explores advertising theories and their impact on consumer behavior, offering recommendations for improving advertising effectiveness. Furthermore, the report examines sponsorship, public relations, direct selling, and personal selling as key components of the marketing mix. The report then presents a strategic marketing communications plan tailored for the UK market, incorporating the discussed theories and tools. The report concludes by highlighting the importance of these strategies in achieving business success and fostering strong customer relationships. References are included to support the analysis and recommendations.

Marketing communications

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART A...........................................................................................................................................1
Paragraph 1..................................................................................................................................1
Paragraph 2..................................................................................................................................3
Paragraph 3..................................................................................................................................4
Paragraph 4..................................................................................................................................4
Paragraph 5..................................................................................................................................5
Paragraph 6..................................................................................................................................5
Paragraph 7..................................................................................................................................6
PART B............................................................................................................................................7
Strategic marketing communication plan to market products in UK..........................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing communications is important part of business success. In this regard, different
products and services promoted by the organisation that helps to attract end users and build with
maintain relationships with different stakeholders in the enterprise. In respect to reach for target
audience, communications effectively develop that helps to ensure that organisation goals can be
accomplish to foster good working relationships. It also assists to improve morale and efficiency
of the organisation (Orzan, Platon and Orzan, 2016).
Preset study based on product of Nike which is Nike Air Max. It consists line of shows
which released by the company and originally designed with architect designing shops. Nike Air
Max is good for free-time. It considered model that develop brand awareness of customers
towards the organisation.
In order to gain insight information of the present report covers introduction of marketing
tools, theories, advertisement, etc. In this consideration, products can be easily promoted that
considered realistic information which demonstrate recommendations to improve desired results.
Furthermore, it includes public relation and evaluation that helps to increase significant
advantages. In addition to this, report device strategic marketing communications plan for
marketing of product in UK. At last, it significant use theories and reference which helps to
support understanding to increase efficiency.
MAIN BODY
PART A
Paragraph 1
Marketing tools are essential element that helps to lead with success of the business with
providing customer satisfaction. It is activity that set process for creating, communicating,
delivering and exchange offerings. In this regard, for Nike Air Max processes for exchange
offers that value for customers. Marketing theory for promotion of chosen product of Nike
demonstrate for creating emphasis on more effective business decisions (Felix, Rauschnabel and
Hinsch, 2017). Therefore, following elements undertaken in the business with marketing: Collecting marketing information: Marketing is collection and analysis of data that
assist in Nike Air Max to sell it. In this regard, manager of the company set price, choose
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distribution channel that is social media to create brand image in marketplace (Schivinski
and Dabrowski, 2016). Positioning of a product or service: Furthermore, marketing theory ascertained with
maximise sales of Nike. Therefore, they need to take place in such as way that assists in
promoting product or services which increase particular benefit. Unique selling
proportion helps to deal with differential business outcomes for Nike Air Max. Price of a product or service: Choosing right price of product and services depends on
more than just know costs and desired profitability margin in it. Perceived value of the
marketing states that on the basis of competitive pricing strategy, Nike need to set their
product offer and add basic quality as well (Place, Smith and Lee, 2016). Channel of marketing of product and service: In order to promote Nike Air Max,
advertising on social media helps to deal with innovative functions and operations. In this
regard, development of the organisation ascertained with exclusive pricing strategy
(Bacik, Gavurova and Fedorko, 2015).
 Viral and social network marketing: Recent development of marketing theory centres
with effect of technology on marketing products. In this consideration, social networking
is relatively new form of communication that helps to Nike Air Max to deal in different
areas of the market. Hence, Nike use Facebook pages, email, Twitter, etc. (Harmeling,
Moffett and Carlson, 2017).
Marketing tools Traditional marketing media: Traditional media marketing considered different kinds of
tools that helps to promote products and services in different areas of the world. In this
regard, for Nike Air Max different tools used such as banners, newspapers, magazines,
television, etc. Involvement of marketing tools determine focuses on one way sales to
reach high number of people to gain success (Anghelcev, Chung and Duff, 2015). Digital marketing media: With the help of computer software technology, Nike Air Max
can also promote their products and services in different areas of the world. In this
consideration, potential customers targeted with using specific digital media tools such as
SEO, mobile marketing, online advertisement, etc. (De Mooij, 2018). Social media marketing: Social media marketing is subset of digital media marketing to
accomplish desired outcomes to develop interactive and online relationships with
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customers. With the help of social media marketing tools, Nike Air Max promoted on
blogging, tweeting, posting, sharing, etc. In addition to this, there are several other tools
used such as Twitter, Facebook, LinkedIn, etc. (Ashley and Tuten, 2015).
 Promotional marketing tools: Furthermore, there are different kinds of promotional
marketing tools considered within the business that helps to promote products with using
several aspects of advertisement such as business cards, press kits, websites,
informational videos, etc. (Park and Ki, 2017).
Paragraph 2
Advertisement consists important role which helps to producers and companies to know
their competitors and plan according to meet with level of competition. In this consideration,
Nike introduce and launch new product in the market easily. Advertisement helps to make
ground for the product (Pedersen, Laucella and Geurin, 2018).
Theories of advertising The Mediation of reality: According to this theory, advertisement are successful
integrated with other media and environment which completely submerged. In Nike, it is
advocate that content with ad that assists to make persuasiveness which helps to take
actions and fictions with excitement and addiction to expand strengthening for Nike Air
Max. For development of the Nike productivity changing consumer loyalties towards
shoes is one of the important brand which revealed advantages to deliver healthier things
(Van Grinsven and Das, 2016). Shifting Loyalties: Advertisement determine mirror changing loyalties. It also creates
intense brand loyalty which prompt customers to shift it with relatively new brand in the
market (Godey, Manthiou and Singh, 2016). Presentation and message encompasses for
Nike Air Max which is distributed in huge corporation. The Magic of the meaning: Advertisement also carry string message which helps to
install and touch values, emotions and underlying belief. Advertisement are organised
magic's hide with real intention to sell product and make profit in Nike.
 The hidden message: According to this advertising theory, certain ads misrepresent and
misguide the consumers which declare that advertising threatening in uses psychology to
form emotionally loaded message that are hidden (Schivinski and Dabrowski, 2015). This
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approach clearly define critical thinking for Nike Air Max to attract potential consumers
that can be manipulated with advertisement.
Recommendations
In order to improve effectiveness in the business, it can be stated that in Nike, it is
essential to focus on social media promotion which assists in developing significant advantages
to deal with Facebook, Twitter, Instagram, YouTube, etc. The company should focus on
developing realistic information that is related with promotion of products and services in
different areas (Adebiyi and Bello, 2018).
Paragraph 3
Sponsorship advertisement is type of tool that helps to pays to be associated with specific
event. In this kind of tool, Nike considered charitable events for local sporting teams and other
community events. In this consideration, stronger and deeper relationships considered simple
advertisement exchange of value. As a result, singular message placement with this aspect is an
ongoing with proper arrangement (Kumar, Keller and Lemon, 2016). In the selected business
unit, it is useful to determine relevance to services or products that provide involvement of target
market. Moreover, mission alignment also develop with interest of the event so that brand
awareness towards Nike Air Max can be successfully considered in well manner. It ascertained
with distinctive advantages that is passive form of advertisement which directly pushing on the
consumer. It creates positive view that helps to increase probability of sales (GREGORY, 2018).
In order to deal with organisation, it can be stated that the chosen business need to pay for
right that is associated with entity. In this consideration, work for the product Nike Air Max
determine exposure that include cost which is generally includes management of staff with
involvement of several people in it. In this way, several customers attracted in the enterprise to
lead with positive sponsorship that gets to exposure and increase opportunity that deliver specific
message to target people. With the help of strong brand, loyalty also create relationships with
person, event and group close for target audience, sponsorship that are effective.
Paragraph 4
Nike also consider public relation tool that helps to develop effective marketing
communication. In the business, company also implement public relation which is a way to
address social issues in appropriate manner. With this regard, company experiences social
pressure regarding use of shoes positively improve green technology integration in the
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organisation (Rodrigues and Fonseca, 2016). Many of these issues are also created impact on
Nike Air Max. In addition to this, there are different issues included in consideration of
developing corporate social responsibility and stakeholder management approaches. This
condition shows that company also uses public relation that helps to deliver information for
stakeholder of the chosen business. It improves significant advantages among several people.
Furthermore, the selected enterprise also applies public relations by sponsoring events
related with sports and other similar activities. Uses these activities helps to communicate target
customers to address relevant issues (Anghelcev, Chung and Duff, 2015). It also ascertained with
promotion of brand to develop better perception for Nike and Nike Air Max.
Paragraph 5
Nike uses direct selling to customers to promote Nike Air Max to target markets. These
new products are generally advertised to make bigger impact so that company uses sales people
to approach certain enterprise and individual in target market segment. In this consideration,
company approaches and promotes its product to sports organisation in different areas of
educational department and universities (Van Huyssteen, Strydom and Rudansky-Kloppers,
2015). In the selected business, marketing communication mix uses direct marketing that helps
to establish stronger relations with target customers and motivate them that helps to purchase
company's products.
Direct selling also contributes in Nike to attain competitiveness with customer loyalty.
With the help of directly communicating with target businesses, universities, colleges, etc. the
company successfully develops loyalty among target consumers. As a result, for Nike Air Max
competitiveness develop successfully that assists to address strong force of competition. It means
that strategic approaches to promote directly linked with development of company's competitive
advantages (Godey, Manthiou and Singh, 2016).
Paragraph 6
Personal selling is the process in which efforts typically considered for providing
assistance to customers. Therefore, marketing communication of the company is considering
creating better customer experience and retention of them. In order to promote products and
services of particular company, it can be stated that in form of coupons and special offers, target
customers increasing in the market (Felix, Rauschnabel and Hinsch, 2017). The chosen company
also using sales promotion that helps to motivate new people that show several benefits with
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adding more features with considering Nike Air Max. Nike's personal selling efforts typically
considered in store to provide proper assistance to customers. These personnels are expected to
know about company's products which persuade consumers for buying these products (Pedersen,
Laucella and Geurin, 2018). In certain cases sales personnels helps to promote company with
using personalised services that assists to find right Nike product. Personal selling facilities with
purchasing process that contributes to increase company's profitability.
In addition to this, personal selling also contributes positive experience of customers
towards the selected product. Customer experience increase because of trained assistance and
persuasion from sales personnel. Mainly customers feels empowered to make informed buying
decisions (Kumar, Keller and Lemon, 2016). This tactic assists to make them feel good towards
business products that buy from the Nike. Hence, marketing communication mix uses personal
selling which create better customer experience and relations that promote company's products.
Paragraph 7
Advertising is very important tool that helps to accomplish desired level of outcomes. In
this regard, customers are those who perceive products and services and made awareness towards
the products that are available in the market. Furthermore, in the present discussion of Nike, it
can be stated that different kinds of advertisement tools helps to lead with make more awareness
among customers regarding products and services of the organisation. Furthermore, in this
consideration it can be stated that Nike Air Max is one of the important product that successfully
expanded in the market. When advertising helps people, it ascertained to develop the best
products for customers (Van Grinsven and Das, 2016). In this consideration, it can be stated that
advertising ascertained to target young generation group. Therefore, different advertising tools
explained in this part that helps to deal with innovative functioning of the organisation.
Moreover, it discussed about effectiveness of different advertisement tools in the business
which ascertained with more productivity and profitability. In this aspect, favourable impression
about the company and its products to consumers will be successfully lead in whole market.
There are several advantages of using different kinds of advertisement such as introducing new
products in the market, expansion of business in new areas, dealing with competition, etc. (Felix,
Rauschnabel and Hinsch, 2017).
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PART B
Strategic marketing communication plan to market products in UK
In order to demonstrate strategic marketing communication plan, it can be stated that in
Nike, need to focus on determination of problem that must be considered precisely to frame right
direction and size for solution. In this aspect, PASTA method adopted to frame appropriate
strategic marketing communication plan which helps to develop product in large areas of the
market:
Problem definition: In order to define problem, it can be stated that in respect to define
clear definition of the problem, Nike need to focus on goals that are accomplished to demonstrate
that what customers want from the organisation. In this consideration, issues must be identify
with setting strategic objectives that are underlain in development plan of the business in
successful manner. Knowledge towards the organisation, product and services will be expanded
to indicate low brand recognition (Bacik, Gavurova and Fedorko, 2015).
Analysing: In the second step, it is essential to analyse the market and environment in
which Nike and Nike Air Max exists. With creation of operational plan, first step must be consist
to examine organisation, consumer and customers so that competition can be easily identify. In
this way, internal and external analysis helps to show organisation and its information that are
effectively applied to increase sales, number of customers, etc. Furthermore, it also shows
company's strength which ascertained with different products and services that are expanding in
different areas of the marketplace (Bacik, Gavurova and Fedorko, 2015). In this way, tangible
and intangible values of the products add that increase value proposition in the business.
Moreover, external environment analysis show information that comes from research and
existing outcomes successfully develop in the business. With the help of defined market, many
customers and size assess that helps to target more people in the business. Nike need to assess
that which type of information must considered for customers or users to take appropriate
decision making process regarding their chosen product. Online actors are also considered that is
important to create major blogs on the subject (Anghelcev, Chung and Duff, 2015).
Strategy: Strategy is one of the important term which is using in strategic management
plan. In this regard, comprehensive study demonstrate systematic operational plan. The term
concept can be also used in place strategy. The development of strategy or concept in the plan
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consist four modules that are generally independent. These building blocks are considering target
group, objectives, proposition and positioning. Target group determine consumer segment is most important consideration in which
target group generally defined. Hence, it helps to assess needs of group in which extent is
the target group which involved decisions and media for target audience. In this aspect,
communication tools and channels are also looking to create better strategy that can be
worked out. Description also made decisions that can be discussed to provide a lot
information (Pedersen, Laucella and Geurin, 2018). Objectives: In order to achieve marketing campaign, it can be stated that objectives of the
business broadly divided into three categories reach, process and effectiveness. Reach
goal in Nike communicate for target group in effective and efficient manner. In this
purpose, good segmentation and audience definition are needed to gain insight into media
behaviour. Process goals are conditions which established before any communication can
be effective (Anghelcev, Chung and Duff, 2015). All kinds of communication must be
captured with attention of target group. In third type of effectiveness goals, it can be
stated that it is important to assure sufficient exposure and process goals which helps to
take enough processing of message to make effectiveness. Positioning: Positioning is the distinctive creation of informational aspect that helps to
focus on functional attributes and benefits of Nike Air Max. The product considered the
best solution with price that is most favourable and delivery in term of the best outcomes.
There can be a choice of transformational positioning so that it helps to respond to needs
of customers to purchase product (Bacik, Gavurova and Fedorko, 2015). When different
products considered several similarities, transformational positioning can provide good
and effective solution. Hence, respond to needs of customers for purchase product is
convenience and sociability to connect value and needs.
 Proposition: When target group of Nike is known and positioning determined clear
needs, it is essential to accomplish central message and value that can be determined in
the business. The proposition is the aggregate that offer and separated into different
aspects such as product, price, distribution, etc. Communicative value of the offer also
assess that helps to develop value proposition is shaped by visible and invisible benefit
(Pedersen, Laucella and Geurin, 2018).
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Tactics: In the next step, it can be demonstrate that Nike determine that which devices,
tools and techniques are generally used. In this consideration, different communication tools and
devices helps to accomplish goals in positive aspect. The channels are traditional methods that
helps to accomplish group goals in the business. With this regard, newspapers, magazines and
television are most important tools that considered to increase desired level of positive outcomes.
Furthermore, digital device such as desktop, laptop, tablet, smartphone with internet access are
more important tool that was undertaken to gain creativeness (Kumar, Keller and Lemon, 2016).
These tools are classified in two categories that assists to focus on dealing effectiveness and
promote desired level of outcomes. Traditional instruments considered advertisement, sales
promotion activities, direct mail and retail promotion, etc. In addition to this, internet tools
considered such as website, app, email-marketing, bannering and mobile marketing.
Action: At last, actions are important that helps to lead with overall goals and objectives
that ascertained with different business functions that are regulates content for tools which is
successfully developed to carry important message. These kinds of advertisement considered
main campaign that must be design, website must be developed, etc. (Orzan, Platon and Orzan,
2016). In this step, schedule must be create to determine budget and designating people in
appropriate way. With this consideration, time, money and people. Time can be define as the
making schedule that helps to demonstrate effectiveness to set budget and designating people.
Money is one another element that can help to set budget. In this regard, channel is also chosen
which is generally used for exposure. People are also important element those considered
expertise to design tool (Van Huyssteen, Strydom and Rudansky-Kloppers, 2015).
Ansoff Matrix
The Ansoff Matrix is a tool that helps the company to identify four growth areas for the product
of Nike and providing a market strategic direction.
 Market Penetration- The firm seeking to achieve growth with existing product in their
current market segment, aiming to increase its market share. It is less risky since it
leverage many of the firm's existing resources and capabilities. This will help to increase
the market share of Nike and if competitor reach capacity limits. As Nike is increasing
the stores and retailer in the united states to sell more air-max shoes to American
consumer. The cost leadership generic competitive strategy empowers Nike to penetrate
markets based on products' affordability (Pedersen, Laucella and Geurin, 2018. This
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objective linked to market penetration is to increase Nike's market presence by
increasing the number of authorized retailers.
 Market development-This strategy facilitates the company 's growth by targeting new
markets or market segments. For example Nike enters into new market in Africa and the
middle east to increase its shoes sales revenue. It is also the name given to the growth
strategy where the business seeks to sell its existing products into new markets. And also
the strategic financial objective under this intensive growth strategy is to increase Nike's
profitability by entering new markets in Africa and Middle East.
 Product Development- The primary intensive growth strategy of Nike is product
development. This intensive strategy include introduction of air max as the new product
to enhance sale of the company new technologies enhance the products. In product
development, these products remain attractive despite changing consumer preferences
(Kumar, Keller and Lemon, 2016. And also this strategy increases the sales and revenue
of the Nike.
 Diversification-Diversification means to the growth strategy where a business market
new products in new markets. Nike adopts this strategy in its early years when it
introduced apparel and sports equipment to its product mix. Earlier the brand was on
athletic shoes only. A strategic financial objective based on this intensive growth
strategy this will help to improve financial risk by entering into new business (Van
Huyssteen, Strydom and Rudansky-Kloppers, 2015).
CONCLUSION
From the above report it can be stated that marketing communication play very important
role that assists to signify different activities and tasks that ascertained with business goals. In
this regard, present study include marketing tools and theories that helps to determine desired
level of effectiveness. In this consideration, it can be stated that Nike focuses on their product
Nike Air Max to increase its brand image in the market and deal with innovative functioning in
the enterprise. On the basis of different types of advertising, it can be stated that new product
successfully develop in the market by the selected company. It ascertained to regulate overall
effectiveness that considered realistic information towards business objectives. In this way,
several advertisement tools generally used by the enterprise such as sponsorship, advertising,
public relation, personal selling, etc.
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Moreover, report concluded about different strategic communication marketing plan that
helps to ascertained business objectives and goals in right manner. With this regard,
effectiveness increasing which lead to gain positive outcomes at workplace. On the basis of this
plan, it can be stated that Nike able to gain positive results and ascertained creativeness at
workplace.
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