Nike Imc Campaign - 4712 Words

Integrated Marketing Communications | By Mark LLanos | Advertising and Public Relations | | Executive Summary Best known for their â€Å"Just do it† branding, Nike was founded in 1955 by an athlete named Phil Knight who ran track for Bill Bowerman. Originally starting as a footwear distributor for a company known today as â€Å"ASICS†, the founders of the company decided to take a different approach to their business. When they launched their Nike line, they realized that having an athlete endorse their shoes would be a great way to reach out to the world. With the assistance of an organization by the name of Wieden amp; Kenny, they developed the â€Å"Evolution† campaign that focused on their commitment to runners and starting what we†¦show more content†¦Below is a list of their 2011 fiscal wholesale and estimated growth for that year. Nike Brand Category | FY 2011 Wholesale Revenue | FY 2011 Growth | Running | $2.8 Billion | +30% | Basketball | $1.9 Billion | +11% | Football (Soccer) | $1.8 Billion | +8% | Men’s Training | $1.7 Billion | +15% | Wome n’s Training | $842 Million | +13% | Action Sports | $470 Million | +18% | Sportswear | $5.1 Billion | +3% | Nike Golf | $623 Million | -4% | Situation Analysis Currently Nike is a household name. They are best known for their â€Å"Just Do It† Brand. They are considered as number one in their market. However in order to get more consumers we must identify their Strengths, Weaknesses, Opportunities amp; Threats. Below is a breakdown of Nike’s SWOT Analysis, Ansoff Product/Market Matrix, and Competitor Matrix, current advertising and sales promotional strategies. Ansoff Product / Market Matrix Competitor Matrix Nike’s IMC Promotional Mix * Product – Nike offers a diverse range of high quality sporting goods along with their collaboration with Apple to produce the innovative Nike+ line. * Price – As an industry leader, Nike’s pricing is based on the basis of a premium segment of target consumers. Their pricing strategy makes use of their integration of pricing since they work with different partners to lower their prices to the masses. * Place – Since Nike shoes are carried by multi-brand stores, as well as Nike stores all acrossShow MoreRelatedNikes Imc Plan5035 Words   |  21 Pages1 NIKE 64th Intake/ DSM 402 / Group assignment for Marketing Communication We declare that this report is 3991 words in length Cordially consolidated by: Leader: Michelle Zheng Pei Yi (S8822344Z) Members: Noorjanah Khatoon Bte Mohd Khan Sarattee (S7930425E) Eugene Nah (S7925122D) Nike Huang PeiLing (S8827406G) 1|Page 2 NIKE Content Page 1.1 Nature of Business†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... Page 3 1.2 Nike Origin and Background†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦... Page 3 1.3 Nike Popularity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreThe Roles of Marketing and Public Relations in Modern Organizations1808 Words   |  7 Pagesmarketing in a relational, counselling and policy-making role. With the birth of Integrated Marketing Communications (IMC) or Integrated Communications (IC), the lines between marketing and public relations are becoming increasingly blurred, making it diff icult to differentiate between the two functions. This essay aims to examine the two roles in the light of the emergent phenomenon of IMC to determine their individuality as well as their interdependence on each other for the best possible outcomes. Read MoreThe Analysis of Marketing Communications Campaign with the Case of Nike Football Shoes2352 Words   |  10 Pagescommunications campaign is a important problem to be considered by managers. In this essay, I will first analyse theorise of marketing communications and explain the elements of marketing communications process. After analysing the theories, I will set a model about the marketing communications campaign in sport industry. The model includes five parts: Align with marketing objective, consider the target market, set promotional objectives and develop promotional mix. Finally, I will take Nike as a caseRead MoreThe Importance Of Setting Sales Or Communication Objectives For An Imc Campaign2081 Words   |  9 PagesSetting Objectives 1.0 Introduction Setting sales or communication objectives for an IMC campaign is beneficial to practitioners for ensuring focus and coordination, guiding decision-making, and evaluation (Belch, Belch, Kerr Powell, 2014, p.225 - 226). 2.0 IMC Topic/Issue It cannot be denied that the objective of advertising to specific target audience group has significant benefits for increasing market share and sales in organisation’s category (NIVEA MEN). Organisations are shifting to a newRead MoreIntegrated Marketing Communications4706 Words   |  19 PagesShows examples of communication noise that affects television. Question for Students: Can you think of additional examples of noise in advertising or marketing communications? Integrated Marketing Communications Integrated marketing communications (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program, which maximizes the impact on consumers and other end users at a minimal cost. This integration affects all ofRead MoreBehavior And The Perception Of The Shoe Industry1554 Words   |  7 PagesMost of the answers across all of the conducted interviews tended to be very consistent in regards to habits and the perception of the shoe industry as a whole. The interviews indicated that either Nike or Adidas tended to be the brand of choice due to perceived quality and most subjective measures such as styling and comfort. As far as where interviewees were most likely to purchase their shoes, sporting goods stores such as Sports Authority and Modell’s (both in-person and online purchases) orRead MoreNike : A Long History Of Nike1952 Words   |  8 PagesNike is one of th e well known company in USA and around the world. Nike has a long history of standing by the side of the endorsers whenever they are in trouble. Endorsers are the reasons how the companies earn money so it is one of the biggest and strongest reasons why they stand by their side until they can afford it. Nike has always supported its endorser but it has never gone to the depth of the problem and given a second thought. The history shows that Nike is a large company and does notRead MoreBranding : A Brand And Brand Purse You Wanted So Badly893 Words   |  4 PagesBranding is defined as â€Å"the process The process involved in creating a unique name and image for a product in the consumers mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers† (business dictionary, 2016). Nike, Adidas, Starbuck and Apple are some of the largest brand s in the world. Each started from a simple idea and over time transformed in the colossal brandsRead MoreThe Global Fitness And Athletic Clothing Stores1637 Words   |  7 Pages– Customers Lululemon Athletica is a B2C business, hence highlighting the need for the company to market to customers (Lululemon Athletica, Inc. - Annual Report, 2016). Competition Are those who sell similar products in the market, such as Nike, Adidas and Under Armour who have a higher market share in US. In order for a company to gain a superior position in the market, the company needs to analyse their competitors’ products, prices and strategies and offer better benefits or products toRead MoreAn Analysis of Imc Contact Audience Tools2678 Words   |  11 PagesAN ANALYSIS OF IMC AUDIENCE CONTACT TOOLS By GL Morgan Topic: An Analysis of IMC Audience Contact Tools Marketing Communications Name of the tutor Institution Date (2130 words ) Tables of Contents I. Executive Summary†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.1 II. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..2 III. IMC Audience Contact Tool†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 A. Broadcast media†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦3 B. Print Media†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦4 C. Public Relations And Publicity†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.4