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intoduction Numerous new marketing communication options are today available to marketers due to rapid globalization and the development of new technologies. In 1 a new concept called Integrated Marketing Communication (IMC) was introduced. In today¡¦s world, IMC is becoming more important than in the past. Thus, what is integrated marketing communication? Basically, there are various communication tools integrated together in order to deliver a unified message. It is also integrated with strategic marketing and integration of different communication channels. But Wells, Burnett and Moriarty (1) define marketing communication as ¡§the mechanism for communicating the information to the consumer¡¨. Schultz, Tannenbaum and Lauterborn¡¨ IMC is a concept of marketing communication planning that recognizes the added value of the comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (for example, advertising, direct marketing, sales promotion, personal selling and public relations). Thus, combines these all to provide clarity, consistency, and maximum communication impact. Besides, IMC should be reflected on the entire marketing mix, they are price, promotion, product and place. In order to explain clearly about the definition of IMC, the business of Nike is used for the case study of this assignment. Nike is a globalization company, which is a very successful and well-known brand in worldwide, and consumers are often regarded Nike as a sport kingdom. Nike is also a recognized sponsorship of sport games in market, such as athletic games, football, basketball, golf etc¡Kthe production of Nike shoes is a truly global operation. Products are designed in the US, labour is carried out in cheap labour countries in Asia, using raw materials from several countries, and Korean, Taiwanese and Japanese capital; and the marketing is done all around the world. The history of Nike
Nike has its origins in 164 when Oregon-based athlete turned businessman, Phillip Knight, hit on the idea of importing running shoes from Japan to compete with the German brands such as Adidas and Puma, which were then dominating the US market. In 171, this guy founded Nike. Nearly three decades later, at 88, he granted permission to name a product in his honor. Then, its a series of lightweight racing and training shoes for runners. By 17 Nike had half the market in the US and a turnover of US$14 million. In the mid 180s however the companys strong position was hit when it failed to recognize the emerging market for womens aerobic shoes, and was overtaken as market leader by Reebok. But by 10 it had regained its lead, largely due to the introduction of the Air Jordan shoe endorsed and promoted by basketball star Michael Jordan. Today, Nike retains its position as market leader in sports shoes. Fortune magazine reported sales of US$,7 billion in 14 and profits of US$ million (Fortune 15). Some 60 percent of its sales are in the US, about 0 percent in Europe and 5 percent in Asia. (Nike 1 5). Nike mission¡§To bring inspiration and innovation to every athlete in the word¡¨¡§As a global company, we are committed to continually expanding and improving our corporate responsibility initiatives wherever we operate around the world. It is our intent and hope that this report will help to outline the challenges facing us - and what were doing to make a difference.¡¨ Bill Bowerman Marketing Strategic The target marketing process requires the development and implementation of a distinct marketing mix to meet the requirements of the selected target markets. The elements are mixed together in such a way that they should meet the needs of the target segment. Each element of the marketing mix has a variable capacity to communicate. ProductA product is more than its physical components. The product is at the heart of the marketing exchange. If the product does not deliver the benefits the customer wanted and satisfied or if it does not live up to the expectations created by the other element of the marketing mix, then the whole exercise has been in vain. Today, Nike retains its position as market leader in sports shoes, and is a significant popular player in sports wear and accessories because its sport shoes design is different with the other competitors like Reebok or Puma. In the market, the characteristic and design of the product are very important because consumers want fresh, new and special product e.g. colour, flavour or shape. For example, Nike provides some special colours on their sport shoes, e.g. baby blue, pink, golden or pure yellow in the market. If there is a good response in the market, it can benefit both their brand name and consumers because it can create a ¡¥unique¡¦ image on the brand and which is a more special than the other brands. Also, can establish a cool feeling and high prestige for the people who wear the shoes. Besides, Nike is the first sport brand to innovate air into the sport shoes, and it is a great success to make people feel comfortable when they are participating in sport games. Also, it means that Nike can provide a high quality services for its customers. In order to satisfy different market needs, Nike always depends on the trendy of the market to offer their products in different countries and consumers, sometimes according to the tradition. In Japan and Hong Kong, Nike shoes is a symbol of fashion e.g. the model of Nike Air Dunk and Air Force One are very popular, almost every youth have one. As we can see, this is very success for Nike. Marketing communications need to establish favorable images and logo to build confidence and to facilitate the spread of positive word of mouth communication. Nike sports shoes and clothing are easily identified by the companys distinctive logo, the swoosh tick and its slogan Just Do It. Nike¡¦s ¡§tick¡¨ logo is simple and easy for consumers to recognize and remember because this logo is a symbol of a high quality guarantee when people see that ¡§tick¡¨. PriceMarketing communications have the responsibility of informing the target audience about the price of an offering. This can be undertaken via advertising, personal selling and sales promotion activity, or through in-store merchandising and packaging-based communications. From the buyer¡¦s perspective, price represents the value they attach to whatever is being exchanged. The customers will weigh up the value and the price of the product to decide whether it is worth paying or not. The customers may expect price to reflect the quality level of the product (Erickson and Johansson, 185). Thus, consumers may be prepared to pay more, so they can thus accept that those brands can charge in a high price. Nike, as an expensive, fashion sport brand for the youth, the high price induced perceived quality and prestige for them. Actually, the price of Nike accessories and shoes are higher than its main competitors, Reebok, Addias and Puma. Although the price is unreasonable, it can still attract people to consume in the market. As I mentioned Nike shoes is kind of fashion, so people may purchase for their collection items no matter the price is. However, Nike also cares to think about the price from the perspective of the customer, so it sometimes deducted the price to attract more new consumers to their market. For Nike, reducing the price of its products may not a big thing because it would lead to higher sales and then more people could afford and want its products. Promotion and advertising are an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communication system for both consumers and businessesPromotion is the most visible area of marketing, and the one that most actively tries to tap into the consumer¡¦s decision-making processes. Promotion is about communicating with the consumer, and about persuading people to try the products, and is often very much concerned with attitude change. Because attitudes are learned, promotional activities can offer new information to the consumer. The launch period is a very difficult time in any new product¡¦s life, and the distribution aspects of the marketing strategy are week, then it could be fatal. There are two main reasons for the promotion first, a new product has a potential risk because people do not have confidence to try. Second, there is highly competition in the market. Besides, sales promotion can be used effectively as a means of getting information across to consumers, it is not only lets the consumer experience the product, but also gives the manufacturer a chance to tell that consumers quite a lot about the product¡¦s features and benefits, where to buy it and related products in the range. Nike has used some promotions activities in the market; for example, Nike held the on -basketball competitions in Hong Kong every year. It attracts many people to participate because all participants who can get a $150 voucher on its products. Sometimes, the famous Nike sponsor¡¦s players are invited to some countries like Hong Kong, Taiwan to promote the basketball. Sponsorship is a kind of promotion where the products are associated with an entity, event or activity. Nowadays, almost every sport team, cultural program are using sponsoring as a way to finance their activities. For Nike, it does a sponsor on the football team, country team, sport players¡Kthe most impress deeply upon everyone¡¦s mind is the sponsoring of well-known NBA basketball player- Michael Jordan. Nike has launched a series of ¡¥Jordan¡¦ accessories, sport shoes with his name and personal logo on it. Also, his basketball shoes series are launched every year until now. This is a very successful strategy for Nike, because the basketball lovers may become superior and more powerful if they wear. And Michael¡¦s supporters are regarded the shoes as the collection use. Except from these, Nike is also sponsoring lots of famous football and country teams, e.g., Manchester United, Arsenal, Brazil, Portugal and Korea. All those teams are having a high prestige in the world. Besides, Nike also sponsors the world number one golf player- Tiger Woods and the athletic Olympic game player- Michael Johnson. Due to the idol¡¦s effect, it is directly influence the perception of buyers to consume Nike¡¦s products and create the customer¡¦s loyalty.Advertising is another element in the promotional mix and it is often seen as a very important tool in marketing communication. Advertising is a paid communication placed in a medium, and is probably the most visible of the marketing tools available. The sponsor should be clearly identified and the advertisement may relate to an organization, a product or a service. It is also one of the most important methods by which marketers try to educate consumers about their products, same as sales promotion. By using advertising the message of a marketing campaign could be often repeated the same time as it help the already aware to learn more about and remember brands, logos, images and benefits. Some of the advertising examples are TV commercial, radio and print in magazine and newspapers. Nike spends a lot of money on their advertisements, mainly broadcasted on the T.V. and magazines.Recently, a very popular advertisement by Nike that is called the ¡§freestyle¡¨, it is divided into three sports, football, basketball and beach flying sauce. Nike employed some famous stars to demonstrate their skills, tricks on each kind of sports. On those advertisements, there is also computer graphic ¡§matches¡¨ man together with the sport stars on the advertisement. This brings a special and new concept in the market. Thus, audiences are not only remembering the stars, but also the ¡§matches¡¨ man symbol of this Nike¡¦s advertisement. PlaceProducts should be found easily, convenience for consumers to purchase. Sometimes the place is part of the product, in the sense that there are benefits attaching to the place utility of the distribution. Place, can become the element of the marketing mix that causes the biggest headache to a manufacturer. Communication activities need to be coordinated and synchronized in such a way that possible impact is derived from an organization¡¦s attempt to communicate effectively. When companies launch new products, for example, and make promises to customers through pull-based communications, it is essential that the product is made available through the supply chain. If customers are unable to buy or see the product, then the credibility of the product is damaged and competitors are given a window of opportunity to take the initiative in the newly identified and exposed market. For marketing communications it is very important to have adequate levels of stocks in the distribution system at the launch of a products, because the stocks and place are closely related. Nike is not directly selling to the customers in the market, but it sells to the retail shops in the market. In U.K. consumers can mainly buy the Nike products through J.J.B, Footlocker, All sport, Foot & Soccer or Size in every town center. Also, there is a four floors- Nike Town in London that the consumers can buy all kinds of accessories, shoes, and clothes there. Nike¡¦s products are thoroughly located in the high street where it is easy, convenient for consumers to purchase. Beside, the Internet is now a popular way for people to search information, location, price and quantity about the products. For Nike, we can visit the websites and obtain the information we want. People can just stay at home to see the models they want and order through the Nike online shopping websites, this is a beneficial and convenient to those busy people. Conclusion Nike demonstrate the effective use of IMC, sport is a traditional and popular game for the people, mainly for the youth. The positioning intention was to present Nike as a young, trendy, unique for people. To achieve the business goals, the entire marketing mix was coordinated the product reflected high quality, the high price induced perceived quality and the distribution in the launch were through up market and high street. Thus, we can see that Nike has a great performance in the sport market. While the concept of IMC is attractive, the development of the approach in practical terms has to date not been very encouraging. There has been a great deal of debate and some attempt to coordinate the content and delivery of marketing communication messages. Most organizations have yet to achieve totally integrated marketing communications, only partial or coordinated levels of activity have so far been achieved. Word count (40) ReferenceFrances Brassington, Stephen Pettitt, Principles of marketing, Chris Fill, Third edition, Marketing communication, contexts, strategies and applications. Rossiter, J.R. Percy, L. (17), Advertising communications and promotion Management, McGraw- HillShimp, T. A. (17), Advertising, Promotion and Integrated Marketing Communications, Dryden Press.Websiteshttp//www.nike.com.ukhttp//www.nikefreestyle.com.ukhttp//www.niketown.com.uk Please note that this sample paper on Critically discuss for one specific brand of your choice (e.g. Ford Mondeo; Kellog¡¦s cornflakes; Cadbury¡¦s Dairy Milk Chocolate; etc.) the concept of integrated marketing communication. Support your answer by referring to appropriate theory and concept is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Critically discuss for one specific brand of your choice (e.g. Ford Mondeo; Kellog¡¦s cornflakes; Cadbury¡¦s Dairy Milk Chocolate; etc.) the concept of integrated marketing communication. 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