Unit 23: Integrated Marketing Communications - Nike's Strategies

This report examines Nike's integrated marketing communications (IMC) strategies, highlighting the company's effective use of communication channels, particularly social media and personal selling, to engage with target markets. Nike's marketing promotions are strategically designed to reach a broad audience, leveraging advertisements and celebrity endorsements to build brand trust and drive demand. The company focuses on attracting new customers and retaining existing ones through effective communication strategies, including personal selling in physical stores and direct marketing approaches that emphasize product benefits. Nike's commendable public relations efforts further enhance its brand value by addressing social issues. The report concludes that Nike's strong IMC strategies consistently yield positive results, contributing to its global success and customer base. Desklib provides access to this and other solved assignments for students.

INTEGRATED MARKETING
COMMUNICATIONS

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.

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.

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).

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).

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).

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.

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.

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.