Peloza, J., & Shang, J. Don Schultz (2004) defines integrated marketing communication as integrated marketing communication is a strategic business process used to plan, execute and develop, evaluate measurable, coordinated, persuasive brand communication programs over time with customers consumers, prospects, employees, associates, and other targeted relevant external and internal audiences. 6 What kind of communication does Nike engage in? Nike engages with its stakeholders through various forums and organisations. Horizontal integrated communication for marketing involves an open and efficient communication among the teams assigned for the development of products, its distribution and the finance team. Academic Master is a writing company that provides free essays to the students all over the World. Endorsements to Tiger Woods and Michael Jordan and setting about subsidiaries in their names Nike boosted its image as the top sports products companies that pay tributes to the great players. P.296.). A systematic review. The company addresses these interests through significant R&D investments. This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach their peak . for only $16.05 $11/page. In this capacity, Forum jointly selected stakeholders with NIKE, coordinated the overall process, led stakeholder discussions and virtual feedback sessions, and consolidated feedback for us. Tesco communicate with their customers through a variety of ways. 1 What does Nike do for its stakeholders? Twitter appears to be the core platform in which Nike used to communicate important information to customers and the public. Nike Inc. addresses these interests through the Nike Foundations initiatives, as well as sponsorships of a variety of related programs. Nike uses Twitter prominently to address customer queries with 96.8% of the brand's tweets being replies. For instance, Nikes video featuring Ronaldinho received twenty million likes in 2006 (Wasserman, 2006). How does Nike communicate with technology? In this capacity, Forum jointly selected stakeholders with NIKE, coordinated the overall process, led stakeholder discussions and virtual feedback sessions, and consolidated feedback for us. Employees 3. The strategy has a broad scope: the situational analysis is identified, key stakeholders and listed . Thus, the firms corporate social responsibility strategy satisfies the interests of governments as stakeholders. Besides Instagram, Nike communicate with their customers through email subscriptions. They provide the capital necessary for the company to grow and expand. How can corporate social responsibility activities create value for stakeholders? How does Nike communicate value? Viral marketing videos give Nike a personal touch and sharing and discussing viral content within informal networks creates the feeling of belonging for the customer. Download Save. We use cookies to ensure that we give you the best experience on our website. Nike communicates its progress to its stakeholders, through its website nikeresponsibility.com backgrounders, quarterly electronic newsletters, the 2001 Corporate Responsibility Report and Community Investment Report 2002-2003. The virtual data room market has seen exponential growth, especially in the Covid-19 era. This is not just limited to someone who has purchased stock in a company, which is a shareholder. Nike actively communicates with its stakeholders and encourages their feedback. The aim of integrated marketing communication is to reach the maximum audience in most effective and efficient way targeting the different segments of market according to their needs and demands. However, the Nike Foundation is the main arm of the companys corporate social responsibility strategy. Nike runs several sports training camps each year for young athletes and prepares recaps in the form of videos to use in internal communication. Cotton accounts for 12.34% of all insecticide sales and 3.94% of herbicide sales, even though cotton covers only 2.78% of global arable land. Nike is also an Organizational Stakeholder of the GRI. Considering high profitability and growing sales revenues, Nikes corporate social responsibility effectively satisfies the interests of customers as a top-priority stakeholder group. Besides Instagram, Nike communicate with their customers through email subscriptions. What Are The Working Conditions Of Nike Factories In Vietnam? It is a maker of sports apparel and shoes. These methods and tactics have specific purposes in communicating with target customers and maintaining the market dominance of the company's shoes, clothes, accessories, and equipment. Newsletters are one of the most important components of Sainsbury's communication strategy. Social Media. This has had a major effect on the way communication takes place in the business because they help to play an important role in the effectiveness of communication. They help us prioritize key issues and develop our corporate responsibility policies and approaches. NIKE engages with a broad range of stakeholders on an ongoing basis, including individuals in civil society organizations, industry and government, as well as consumers and shareholders. A company uses marketing communications to promote its business and products, considering the dynamics of its target markets. Are The Nike Air Max 97 Good For Running? The brand image and sales performance of Nike sports shoes, apparel, and equipment are significantly subject to the effects of stakeholders interests and corresponding actions. Another popular way of communicating with stakeholders is via a presentation. Nike has to communicate in its website in order to inform the consumers and the employees. The name of the new member was Jeff Johnson, who opened the first retail store of the company products and devised the marketing campaign by creating marketing materials such as brochures and advertisement stuff for Blue Ribbon Sports. In this context, NIKE approaches governance with a view to enhancing long-term shareholder value. The ultimate purpose of integrated marketing communication is to develop and maintain a healthy relationship between the company and its stakeholders primarily customers. In the late 1990s, Nike reduced costs and the selling prices of its athletic shoes and other products. NIKE and Forum jointly created a list of relevant stakeholders who possess a range of the following attributes: How does Nike communicate with their employees? 1971 the name changed the name for 'NIKE', the logo and their design. This branding helps to differentiate Nike from its competitors and encourages people to buy its products. To reel subscriptions in, Nike install pop-ups on their official app and website. Overall, Nike Inc. is effective in ensuring that its corporate social responsibility programs support the business aim of optimizing revenues from the sale of sports shoes, apparel and equipment worldwide. Arsalan is the founder and CEO of Academic Master, Integrated Marketing Communication in Nike. Apple prioritizes customers as its top stakeholders in devising corporate social responsibility strategies. Additionally, Nikes marketing campaigns often feature well-known athletes and celebrities, which helps to further strengthen the brands image. The company started its operations in 1964, founded by Phil Knight a medium distance runner, and Bill Bowerman a track and field coach. **Nike was part of the public release of the Fair Labor Associations first monitoring report, and the FLA annual report. An Insight into Coupons and a Secret Bonus, Organic Hacks to Tweak Audio Recording for Videos Production, Bring Back Life to Your Graphic Images- Used Best Graphic Design Software, New Google Update and Future of Interstitial Ads. These CSR efforts are expected to maximize Nikes ability to produce more popular and advanced athletic footwear, apparel and equipment. Nike follows these five steps for achieving a repeatable approach to gaining customer trust: Acknowledge the long-term value that customers create Nike communicates to customers regularly how important they are to your organization and how appreciated they are. While it is understandable that employees determine organizational performance, Nikes corporate social responsibility support for communities is congruent to its support for customers as a top-priority stakeholder group. It is more of a way through which companies enhances their interaction level with the stakeholders and the organizations (Taecharungroj, 2017). How to Market Your Business with Webinars? As the Coca-Cola Community Relations team got more ingrained with Quorum's tools, the process became easier and more efficient, allowing them to send even more messages to the right stakeholders. Abstract. The mass mediated marketing communication majorly used the transformational approach to persuade the customers for purchase. Participants included: *Individuals participated not as representatives of their organization. It is The concept and process of strategically managed, audience-focused, channel-centered, and result-driven brand communication overtime according to the definition given to integrated marketing communication by Jerry Kliatchco. Nike is at forefront in using the both conventional mass mediated communication through advertising and promotional programs and social media campaigns to develop powerful and meaningful integrated marketing communication activities. Nike has developed a strong brand identity that is associated with quality, performance, and innovation. Public relations is also a key part of Nikes marketing mix. Nike Inc. addresses these interests through the Nike Foundation, which serves as the companys primary means of supporting community development initiatives. Nike used internet marketing, email managementtechnologies, and using broadcastandnarrowcast communication technologies to create multimedia marketing campaigns. Innovative brands, like Nike, are embracing it with a fervor. Building dialogue for customers to communicate with one another within the community as well as with the company allows real-time conversation and helps to build trust in the brand. Nikes corporate social responsibility strategy gives top priority to customers as a stakeholder group. They seem to communicate with customers through this platform, providing relevant and important news updates as well as inspirational posts. It is important for Nike to be able to communicate with its employees effectively in order to ensure that they are all on the same page and working towards the same goal. Nike never compromises its values in order to appease its stakeholders, and this approach has helped the company build a strong and loyal following. Integrated Marketing Communication: A Business Process. Sainsbury's communication strategy comprises most of the elements of popular communication strategy that include advertisement, letters, newsletters, oral communication, company magazine, formal letters, reports, news conferences, new releases etc. Nike addresses these stakeholders interests through a number of corporate social responsibility programs. Nike is a global powerhouse when it comes to athletic apparel and footwear. The role of strategic conversations with stakeholders in the formation of corporate social responsibility strategy. Governerates 4. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. In time, it can become increasingly difficult to: Manage all stakeholder communication channels. Nike Inc. recognizes the significance of employees as a stakeholder group that influences organizational effectiveness. Additionally, Nike makes use of sales promotion strategies like discount codes to entice potential customers to buy their products. In some instances, Nike supplements overall contract factory compensation by partially sponsoring after hours education programs in select footwear contract factories; and health education, management and life skills training, and mobile health clinics in select contract factories through its partnership with the Global Alliance for Workers and Communities. Additionally, Nike employees typically meet outside of work once a month. These pop-ups collect customer data and are used to engage with present and possible customers regularly. Meet up with stakeholders who are resistant to change. Nikes tone of voice when communicating with employees is usually informative. The brand replied the most on Tuesdays and Saturdays. Compensation is an important aspect of employee happiness and at Nike, 69% of employees feel they are paid fairly, 78% are satisfied with their benefits, and 72% are satisfied with their stock/equity. How does Nike control marketing information? A.M1 Assess the relationship and communication with stakeholders of two contrasting businesses using independent research. Nike for instance, upon the success of integrated communication techniques for marketing over social media, concentrated media developed an everlasting brand equity, leadership position in the market, awareness of brands among the customers and launch of new products in the name of celebrities that ultimately help the company to grow strategically. Consumers tend to buy more of a product that has a positive impact on communities. Nike has 73,300 employees worldwide. Nike is committed to improving working conditions in the contract factories from which it buys product. **Nike invited students selected by an independent university task force to participate in contract factory monitoring and then posted their unedited reports on the companys website. Devising Alternates The strategies of integrated communication for marketing can be changed and altered when there is a need to replace the unsuccessful elements and features from the plan. Why is it important for Nike to have external stakeholders? amberley publishing royalties . These pop-ups collect customer data and are used to engage with present and possible customers regularly. Customers are significant because they affect the companys revenues from the sports shoes, apparel and equipment market. Integrated Marketing Communication. What is personal selling example The interests of these stakeholders are varied, including fair labor practices, business sustainability, and environmental conservation. Diversification:Diversification is the least significant in Nikes intensive strategies for growth. Public , Your email address will not be published. Copyright 2023, Sneakersopedia - All Rights Reserved. How does Nike communicate with competitors? They are open and honest about the origins of their products, and they are clear about the benefits that their products can provide. Internal branding and communication strategy: The communication strategy of any organization needs to be in line to the product and services it produces. Gain your stakeholders trust right from the start. Thanks to its effective advertising, Nike is able to generate billions of dollars in revenue each year. Nike has revised its environmental strategy and this was explained in-depth in the company's annual sustainability report. Customers Nike's corporate social responsibility strategy gives top priority to customers as a stakeholder group. The underpinning feature behind the success of integrated marketing communication is that it incorporates the best of both the traditional and modern communication techniques. It involves several components such as the sender of the communication, the actual message being sent, the encoding of the message, the receiver and the decoding of the message. For most of the businesses it is vital to have stakeholder groups because it may affect business efficiency, may increase sales, or even it may help for the business to reach its aims and objectives more effectively. To ensure all external stakeholders are accounted for, it was important to break them into categories based on their level of interest and influence they have. Nike received Ethical Consumer's worst rating for its cotton sourcing policy, because it lacks a clear approach to use of pesticides and herbicides. 5 How do you build relationships with stakeholders? Nike is a brand that is known for its high-quality products and its strong marketing campaigns. Nike competitors include adidas, New Balance, Skechers U.S.A., Steve Madden and ASICS America. It used to be just focus groups and then monitoring our sales and that was it. This email includes updates on what is going on at the company, new products, and other news. Employees at Nike are actively engaged with the community and report engaging in community outreach activities weekly.
