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Detailed IMC Mix Analysis of Nike


Subject Code: MKT201
Subject Name: Integrated Marketing Communications

Assessment Description

The purpose of this individual report assessment is to develop your ability to identify and analyse the fundamentals of Integrated Marketing Communications (IMC), and their importance in relation to brand enhancement. This will enable you to apply relevant IMC theories and concepts to a real business scenario, whereby brand equity and IMC are integral parts of business survival.

In this report, you are required to analyse IMC mix of a chosen product/brand. It is advisable to liaise with your lecturer to ensure you have chosen the correct product/brand. To prepare this assessment, you are required to research and peruse at least one article weekly from week 1 to week 5. The articles should be in line with the relevant theories in each week‟s topic. Based on your research, you are required to prepare an appendix, which summarises the articles and indicates where you have referenced them in this report. The format for this appendix will be available under week-1section.

Assessment Requirements

In your analysis, you will need to address the following points:

  • Use seven tools of persuasion to analyse your product/brand‟s status.
  • Evaluate your product/brand‟s current advertising components.
  • Identify the current marketing communication mix used by your chosen product/brand. You must use examples to support your answer. Use appendix for that.
  • Identify current segments of the product/brand using Roy Morgan‟s Value Segment.

Your Analysis MUST follow a professional report structure: Title Page

Table of Contents Identification and Analysis

  • Segmentation
  • Persuasion Analysis
  • Analysis of Current advertisement
  • Current IMC Practices

Reference List (You must use Harvard Referencing Style) Appendices

NB: Title page, Table of Contents, Reference List & Appendices do not count towards the word limit of your analysis.

In preparing your analysis, you will need to reference at least 8 sources of information. These may include corporate websites, government publications, industry reports, census data, journal articles, newspaper articles, and textbook material. Please note that Wikipedia is not to be used.

Assignment Submission

Students must submit their individual portfolio via Turnitin.

This file must be submitted as a „PDF‟ document to avoid any technical issues that may occur from incorrect file format upload. Uploaded files with a virus will not be considered as a legitimate submission. Turnitin will notify you if there is any issue with the submitted file. In this case, you must contact your lecturer via email and provide a brief description of the issue and a screenshot of the Turnitin error message.

You are also encouraged to submit your work well in advance of the deadline to avoid any possible delay with the Turnitin similarity report or any other technical difficulties that may occur. 

Answer

Title page

IMC Strategy Analysis: Nike

Introduction

The concept of integrated marketing communication helps in integrating the comprehensive value of marketing tools and achieves the merits of such tools for the marketing objectives of the product or the brand. It forms the basis of any marketing endeavour resulting in creation of a value chain for the associated products and services. Considering this background, a detailed IMC mix analysis of Nike is presented in the following sections to understand the factors defining success of the brand and its popularity, high brand equity and revenue generation among various segments from different markets. 

Identification and Analysis

Nike can be seen coming up with several different advertisements through various traditional as well as modern means of communicating and reaching out to customers. It uses a perfect blend of emotion, credibility and reasoning to attract the attention of customers and exemplifies the emotional appeal of viewers by showcasing different lifestyle that can be acquired by any individual. 

Segmentation

Nike focuses on targeting a broad segment with an approach of undifferentiated marketing. Considering the Royal Morgan Value segmentation, Nike target the segments of real conservatism, look at me, socially aware, young optimism, something better sections of the society. The different segments are targeted by the same message and the major target remains the avid runners, casual runners, and people who are new to running. The focus is on reaching out to people aiming for an active lifestyle and appeal to the larger market. This calls for an integrated marketing communication plan to drive profits for the products and the brand. 

Persuasion Analysis

Considering the seven techniques of persuasion, the techniques of rationalization, suggestion, self-monitoring, surveillance, tailoring and reduction mostly visible in Nike’s advertisements and marketing communication mix. The focus of advertisements from the brand is on justification of the product’s quality and associated services. Along with that, the statement given by Nike’s advertiser inspires all people across the globe. Apart from rationalization, Nike makes the buying easy, clear and hassle-free for customers through its online presence. This results in persuasion through simplification and thereby element of reduction technique in Nike’s IMC mix. Furthermore, the online shop option from Nike can be seen using the self-monitoring technique where tedium is taken out of tracking. The website of the brand provides a clean clutter free layout with a focus on drawing attention of consumers on the product. The navigation of the site allows a glance while highlighting the critical elements of the products. It also has the technique of surveillance to persuade audience through observation and maintaining historic records of their search and visits. 

Analysis of Current Advertisement

Considering some of the latest advertisement from Nike, the focus is on changing the perception among people that the shoes and apparel from the brand is only for serious runners. The latest advertisement from Nike celebrates the 30th anniversary of “Just Do It” slogan by bringing in the new slogan “Believe in something, even if it means sacrificing everything” with the photograph of former social activist Colin Kaepernick. The brand has focused on advertising to address social issues and the latest campaign is a clear example of the same effort. However, the focus needs to be placed on ensuring that message send by the Company is received in same form and manner by the receiver with the same meaning. This may be difficult to achieve in such advertisements from Nike (Wang and Li, 2017). 

The current advertisement of Nike comprise of the five elements of MECCAS model. The advertisement focus on value orientation by communicating the need of an active lifestyle and the way Nike can help people in achieving the target. It also focuses on brand consequences by explaining the results obtained by using the shoes and apparel form Nike. It talks of brand specific attributes while supporting the effects of using the brand, follow a creative strategy to raise social issues and creates a leverage point by bringing in eh celebrity endorsement by signing sponsorship contracts with professional sportsperson, celebrities and college athletic teams.

Furthermore, the advertisements from Nike are focused on using reasoning where the brand is showcased as a helping route for buyers to find their greatness. The advertisement shows that the shoe from Nike will make the life of an individual easy and better as it can be used for multiple sports and activities. The focus is on emotional appeal as well as logical appeal by communicating that one type of product can be used for every athlete. For example, the advertisement using Lauren Fleshman use her credibility to explain the audience that a celebrity is standing up for women and can help in getting the needs of normal people recognized. 

Current IMC Practice

The IMC mix of Nike comprise of advertising, branding, cyber marketing, direct marketing, personal selling, sales promotion and publicity and public relations. It uses traditional as well as online tools of mass media to reach its customers. The focus of IMC tools is on constructing synergies across several marketing and advertising platforms to communicate a consistent message. The most important element of IMC mix at Nike is the consistency in the brand message that has gained significant brand equity in the market. 

Additionally, it is to be noted that Nike often uses endorsers in its IMC practice where athletes are featured as the members of the society promoting the brand. Such celebrity endorsers bring in the element of credibility and attractiveness resulting in effectiveness of the various tools and techniques of IMC. Here, TEARS model of endorser attributes can be considered where the position of an endorser like featuring former NFL player Colin Kaepernick, Lebron James, Serena Williams in the latest advertisement is accepted by the audience because of the trustworthiness and expertise brought in by the celebrity in relation to the product. Furthermore, endorser adds the elements of physical attractiveness, respect and similarity to the target audience. 

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