Nike's Integrated Marketing Communication: Channels and Objectives

This presentation provides an analysis of the various marketing channels employed by Nike, highlighting their purpose in enhancing brand awareness, promoting products, and facilitating communication with consumers. It explores different types of marketing channels, including direct-to-consumer, retailer, wholesaler, distributor, and agent models, with specific examples of how Nike utilizes these channels. The presentation further examines the role of these channels in fulfilling Nike's communication objectives through promotion, advertising, and online marketing strategies, emphasizing the importance of integrating marketing channels to maintain customer relationships, expand the customer base, and achieve consistent brand messaging. The study concludes that Nike's strategic use of marketing communication channels is crucial for maintaining its market position and adapting to evolving consumer preferences, especially among millennials.

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