A Comprehensive Report on Nike's Marketing Communication Strategies

This report provides a comprehensive analysis of Nike's marketing communication strategies. It begins by defining marketing communication and explaining its importance, particularly focusing on how Nike utilizes various tools like advertising, sales promotion, and public relations to reach its target audience (ages 15-40). The report examines the impact of communication on building customer relationships and fostering a healthy work environment. A stakeholder analysis identifies key internal stakeholders, such as shareholders and managers, and their expectations. The report also addresses legal, regulatory, ethical, and industry standards that Nike adheres to as a global brand. A detailed work plan outlines steps for strategic communication, including identifying the purpose, target audience, and message design. The principles of marketing communication (product, price, place, and promotion) are discussed, along with how Nike integrates communication into its organizational marketing and media strategies. Finally, the report explores the construction of communication, the digital technologies used, and provides references to support the analysis.

Running Head: Marketing Communication
Marketing Communication
Name of the Student:
Name of the University:
Author’s Note

1MARKETING COMMUNICATION
Chosen Company- Nike
Reason for Communication
Marketing communication can be defined as the procedure that includes the process of
advertising, event management, sales promotion, publicity and public relation, interactive
marketing and direct marketing (Harmeling et al, 2017). These tools are collectively known as
marketing communication. The reason of communication in an organization or between two
clients can be the purpose to control the organizational behavior in various forms. These must
fulfill with the policies that is formulated in the organization and the ability to perform the job
efficiently and effectively. Hence, the reason for communication helps to maintain control in
functioning of management. The target audience for Nike is the age group between 15-40. The
company offers to both men and women athletes and focus on the teen section as well.
View of Communication and Its Impact
The process of communication should be viewed in a crucial manner as communication
can be negotiated and to ensure that it achieves its goals. Its presence is important in business
because it will help the organization to foster a healthy working environment not only between
two staffs but also between the authority and subordinate members, which as a result improves
the efficiency and morale (Barker 2013).
The impact that is created by the business on the opinion of communication is that, it can
build a strong relationship with the customer and answer to the queries in all possible manner. It
is very crucial to negotiate so that the goals of the organization can be achieved. On the other
hand, it is impactful because it facilitates the power of understand the viewpoint and mindset of
other people.

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Stakeholder Analysis
The research purpose of Nike is to focus on the effective form of communication that can
be strategically used in the business and facilitate a good working environment. Nike emphasizes
to build up the inspiration and the innovation to every athlete. In the prospect of stakeholder
analysis it is important to analyze the technique for the stakeholder identification and its needs. It
understands the primary and secondary factors who vest an interest with the issue. The elements
of stakeholder analysis can be classified as local, regional and national based on their role, desire
to participate and its relative power in the market (Missonier and Loufrani 2014). The most
important stakeholder of the company is the internal stakeholders that are its shareholder. The
agents of the shareholder are the executive and managers. It expects a strong return on
investment in relation with the competitors present in the industry.
Legal, Regulatory, Ethical and Industry Standards
As a global market Nike is subjected to numerous laws and regulation. All the employees
are expected to maintain the laws in ethical behavior and the industry standards. The laws are
applicable with the type of job they undertake and the rules should be maintained by all the
levels of the management people. As per the responsibility of the candidate in an organization he
or she should learn the rules, regulation and the factors that will affect the company in a
systematic manner (Locke, Rissing and Pal 2013). After the training sessions that is delivered to
the employee it should seek to keep up to the legal development. It is fair on the part to be
consult with the prometric department of legal action if they have a doubt regarding the
interpretation of laws.

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Work Plan to fulfill Communication
The work plan that can planned to set a strategic communication skill comprises the
following steps:
 Identify the purpose of communication
 Identify the target audience
 Design the message
 Consider the resources
 Plan the emergencies and obstacle
 Create an action plan
Communication with Others
The interaction and communication with the other subordinate member and the members
of authority can be the process of action and conversation that includes two members. The
participants is facilitated between a specific form that includes the involvement of information
which needs to be delegated (Noe et al, 2017). In case if Nike the main information that needs to
be delivered is about the products that is new in the market and the way the employee
approaches the client to set sales (Gallois and Giles 2015). The communication to reach the
target audience is also delivered through advertisement that leads to special demand of the
product.
Principles of Marketing Communication
The marketing principles of marketing communication can described in the field of
product, price, promotion and place (Lees-Marshment 2014).

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Product- In case of product the communication is delivered by the employee by ways of word of
mouth communication or through the digital media.
Price- the pricing strategy is a significant component and the profit margin is kept high because
the products are high sought of.
Place- it involves the product in the retail chain and it is also available over online marketing.
Promotion- it aims to showcase the consumer the requirement of what they need to buy based
on the specified products.
Communication fits into Organizational Marketing and Media Strategies
The company or individual to reach the target audience uses the communication strategy.
The strategy includes the message, what can be said to others and the target market for reaching
the message. In case of integrated marketing communication strategy that recognizes the value of
the strategic roles with regard to the public relation, personal selling, sales promotion and the
impact that is created by the communication strategies (Clark and Melancon 2013).
Construction of Communication
The construction of communication can be identified with the context that can convey
information as a form instruction to influence the behavior and action of others and that may
involve an exchange of information during the construction of a project. The importance of this
construction technique is effective to process strongly on the quality of communication.

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Digital Technologies, devices and platform that fits communication
The platform that can fit the communication can be elaborated in the form of the
following points:
 Google drive
 SharePoint
 Skype for business deals and purpose
 Box
 Microsoft Office
 Hub spot
 Campaign Monitor
 Sales force

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Reference
Barker, R., 2013. Strategic integrated communication: An alternative perspective of integrated
marketing communication?. Communicatio, 39(1), pp.102-121.
Clark, M. and Melancon, J., 2013. The influence of social media investment on relational
outcomes: A relationship marketing perspective. International Journal of Marketing Studies,
5(4), p.132.
Gallois, C. and Giles, H., 2015. Communication accommodation theory. The international
encyclopedia of language and social interaction, pp.1-18.
Harmeling, C.M., Moffett, J.W., Arnold, M.J. and Carlson, B.D., 2017. Toward a theory of
customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), pp.312-
335.
Lees-Marshment, J., 2014. Political marketing: Principles and applications. Routledge.
Locke, R.M., Rissing, B.A. and Pal, T., 2013. Complements or substitutes? Private codes, state
regulation and the enforcement of labour standards in global supply chains. British Journal of
Industrial Relations, 51(3), pp.519-552.
Missonier, S. and Loufrani-Fedida, S., 2014. Stakeholder analysis and engagement in projects:
From stakeholder relational perspective to stakeholder relational ontology. International Journal
of Project Management, 32(7), pp.1108-1122.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management:
Gaining a competitive advantage. New York, NY: McGraw-Hill Education.

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