The Analysis of Marketing Communications Campaign with the Case of Nike Football Shoes

Topics: Marketing, Sales promotion, Promotion and marketing communications Pages: 7 (2351 words) Published: January 22, 2011
Marketing mix is an essential tool for companies to target their customers, price and promote their product and locate their places. By analysing the 4P’s, companies can make the plans and achieve their goals. Marketing communications, as the promotion factor in marketing mix plays a key role in developing marketing strategies. To getting more customers and compete with their rivals, companies spend a lot of money on promotion. The promotion activities like advertising, sales and discounts happened around us every day. In sport industry, the marketing communications exist as well. The sport market is different with other industries, because the innovation of sport product is extremely fast and the sport product customers can be easily affected by ‘emotional attachment and personal identification that sport commands’. (Smith, 2008). Thus, how to be success in the marketing communications 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 case study; evaluate their practice on these steps, and show how Nike company promote their football shoes on their marketing communication campaign. Literature Review

Schramm (1960) argues that there are four key components involved in communications process: sender, message, media and receiver. In this model, sender is the source to send message, then the massage is spread by media and finally received by receivers, which are the people who receive the message. In marketing communication process, the IMC make some extension. The IMC provides two more elements: receiver response and brand equity. (Pickton, Broderick, 2005) In the marketing communications, the company send the message to their receivers, some of them may take actions like purchase, consumption and transfer the message to others, or some of them just take no actions. The two more elements of IMC model make the companies know if their message is received by all or only a limited number of receivers. Thus the managers can evaluate if their marketing communications are successful. To communicate with their customers, company use promotion mix. According to Mullin and Cummins (2008), generally, promotion mix is divided into four tools: advertising, sales promotion, publicity and direct marketing. Brassington and Pettitt (2006) add personal selling as another tool of promotion mix. But how can companies develop promotion mix in marketing communications campaign? In the next part, I will set a model and explain why these steps should be done to success in marketing communications. This model includes five steps: (1) Align with marketing objectives, (2) consider the target market, (3) set promotional objectives, (4) set promotional budget (5) Develop promotional mix. Analysis of the Model

1.Align with marketing objectives
To communicate with their customers, companies should first target their products in the whole industry, set marketing objectives as a guide of setting marketing strategies. Product lifecycle can be introduced to evaluate the position of a product. There are four stages in Product lifecycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Saturation and decline stage. (Box, 1983). When a new product is launched, there are no competitors in the market. However, to introduce their products to people, companies should cost a lot to promote it and persuade people to try it. The sales increased slowly and no profits are made in this stage. At Growth stage, public start to notice the product, sales increased and the price decreased due to economies of scale, and competitors...
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