In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001).
The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers are looking for, what are the features / benefits in demand, what might be unfulfilled needs? The second 'P' is price; but in fact, this has more to do with the cost to the customer. What is their perception of value, how much are they able / willing to spend? The third 'P' is place (or distribution), but what this means is the convenience to the customer to obtain the product. Where will it be sold, are there distribution channels, is the process simple and secure? And last but not least, is promotion, and [...] this is how we communicate with our customers. To promote yourself effectively, you need to understand your customers and their perspectives" (Vargas, 2005).
All in all, Integrated Marketing Communication is the new trend in the business community and its importance and significance is expected to increase over the next few years. Basically, the IMC represents the multitude of managerial processes aimed at unifying the marketing strategies to better meet organizational goals. The Integrated Marketing Communication, through its integration of all marketing strategies, offers the answer to the initially posed question. As such, since the company stands better chances of achieving its organizational values through the implementation of the unified IMC, rather than the usage of the disparate traditional marketing strategies, than the whole is greater than the sum of its parts.
3. Integrated Marketing Communications at Nike
Nike is an American-based company, headquartered in Beaverton, Oregon, but with subsidies and retail stores all over the globe. Nike manufacturers and sells high quality apparel, shoes and sports equipment. Today, Nike has managed to become more than a supplier of sports equipment; they represent the trend, the fashion statement.
Nike's brand is the most valuable assets of the company's and they base most of the marketing campaigns on the Nike brand. A relevant sign indicating Nike's implementation of the Integrated Marketing Communication is given by their capability of reaching such an extended palette of customers. Most companies are only able to become the main provider for one specific target market, be this formed of teenagers, adults, senior citizens, men or women. But Nike has managed to develop such a strong marketing campaign which captured the attention of both teenagers and adults. And the message is simple: Just Do it! The message is standardized; it's the same for all items sold in the Nike stores, but it can mean a wide array of things: Teenagers, buy these cool clothes and stay on fashion! Just Do it! Or Adults, buy these great sports equipment and start exercising and having a healthier life today! Just Do it!
But the message must be kept alive at all times and the company has the obligation of backing it, for the brand or the message cannot solely sustain a successful campaign. The launching part of a new marketing campaign is a crucial part and it is the results of significant efforts which are once again aligned with the company's overall goal and integrated with the rest of the marketing strategies.
The launch comes to support and promote the brand. "Nike launches its new products through a marketing communication team that develops point-of-purchase and trade show displays, posters, video, and other visuals, all of which reinforce the positioning of, and key messages about, the Nike brand/logo" (Media Campaign, 2002).
Another sign that proves that Nike makes significant efforts to develop and implement a strong integrated marketing campaign is given by their combination of both online and offline marketing strategies. A perfect example of this was Nike's 2000 Whatever campaign. "Online and offline, Nike did Whatever to find perfect synergy [...] Nike's "Whatever" campaign not only was consistent, it was groundbreaking - so groundbreaking that major TV networks almost refused to run it" (Mara, 2000).
The basic characteristic of Nike's Whatever campaign was revealed by the company's ability to perfectly integrate traditional and online marketing. The television advertisement presented the customer racing Marion Jones, the fastest runner on the globe; but the end was not shown, sending the viewer to the campaign's website. "You're racing Marion Jones. The fastest woman in the world. Look out for the glass door. (CRASH!) What do you do? Continued at whatever.nike.com" (Mara, 2000).
The advertisements retrieved the most beneficial results: they proved once again the strong capabilities of the Nike team, managed to integrate traditional and modern marketing strategies, revolutionized the advertising community and most important, increased Nike's...
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