Icm Planning For Nike Essay

1484 words - 6 pages

1
MKT2236
Brand Management
Integrated Marketing Communications
(IMC) Plan Contribution to Brand Equity
Kristina Kraunelyte
M00332996
August, 2014 (words: 1474)

1
Introduction
Integrated marketing communication (IMC) is efficient synergy between the various
promotional elements and the other marketing activities that communicate with and
touch the consumers. The IMC concept is to plan marketing and promotional programs
and coordinate the various communication functions. IMC seeks to have all the
company's marketing and promotional activities project a consistent, combined brand
and corporate image in the marketplace. Also, it relates to strategic management of
marketing communications to achieve superior brand performance. The purpose of this
report is to identify the meaning of integrated marketing communication strategy of Nike
Inc., as well as reflecting upon the tactics and actions programs and how these
contribute to brand equity by establishing the brand in memory and crafting a brand
image.

1
Situation Analysis
For years, Nike Inc. has been the worldwide leader of athletic shoe sales. The
company's successful brand image united competition and authorization for the
competitive, athletic user. Nike contributes to federal, state, and local level political
campaigns. Nike supports politics through political action committees made up of
employees of the corporation. PAC supports both political parties favoring those most
sensitive to the support of Nike's business interest and goals.
Nike has over 36,000 employees globally. Nike collects billions of dollars in revenue.
More than $2.5 billion comes from the affiliate brands.
Nike IHM, Inc. is a facility Nike owns that produces AIR-SOLE cushioning components.
Nike also sells these special parts used in Nike footwear products to other
manufacturers. Nike has won the Gigaton Award for Energy-Saving Programs Aimed at
Reducing Global Greenhouse Gas Emissions in 2011.
Nike has a few clear-cut competitors in the market for athletic shoes. Adidas stands as
Nike's top competitor. Adidas has the marketing power to expand its brand and positive
brand standing within the industry: the company sponsored the 2012 Olympics in
London (London 2012 Olympic Partners). Adidas's brand owns 5.32 percent of the
market for athletic shoes. The Reebok brand is a subsidiary of Adidas that also owns a
decent portion of the market. While much of Reebok's income is from apparel and cleat
sales, its athletic shoes own about 2.58 percent of the market for athletic shoes.
Reebok, however, is aggressively moving to increase its market share this year and
also has upped its social media efforts to cater to the interactivity consumers gravitate
towards.
Nike, Inc. has always been held in the highest, most respectable regards. With few
glitches along the way, Nike has become the world's number one athletic shoe
company in only four decades of development. Now an official sponsor of the National
Football League as well as...

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