However, sometimes Nike will use a more playful tone in order to engage employees and get them excited about upcoming events or 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. Nike is a publicly traded company, meaning that it is beholden to its shareholders and must answer to them in order to continue to operate. 1970s: They created their fist products brochures, ads and marketing tools. Integrated marketing communications are strategic tools that not only bring long-run effective results for the companies but also enable the companies to build a healthy relationship with the customers that ultimately turn into brand loyalty. Nikes tone of voice when communicating with employees is usually informative. Employees need to feel involved in the business and that their opinions on how the company operates count. Capturing an international audience with their ads and campaigns, Nike can better communicate their messages that go beyond the sports world. Nike is committed to improving working conditions in the contract factories from which it buys product. Nike Inc. maintains corporate social responsibility (CSR) programs to address the interests of its major stakeholder groups. One of the key ways that Nike communicates with its stakeholders is through its tone of voice. Nike used internet marketing, email managementtechnologies, and using broadcastandnarrowcast communication technologies to create multimedia marketing campaigns. In 2002, in Vietnam alone, Nike hosted more than 1,000 visitors in selected contract factories. Social Media. NIKE first held a formal multi-stakeholder forum for feedback on reporting in February 2004. Nike engages with its stakeholders through various forums and organisations. On average, Nike replied in 10 hrs. For CCPA and GDPR compliance, we do not use personally identifiable information to serve ads in California, the EU, and the EEA. The marketing communication with an integrated approach builds a high-profile for the brand that contributes to the esteem of the business. Stakeholders 1st Business: Nike The aim of this business is to provide and develop products for athletes of every ability and to make sure their products help athletes reach their potential. In February 2004, Nike held its first stakeholder forum with a broad group of internal and external stakeholders to address current and emerging issues. Learn More. How does Nike communicate with external stakeholders? Your team and your project sponsor and their close team/contacts need regular weekly project communication and updates and as needed updates when you or they deem them necessary. Nike uses a number of marketing tactics to communicate its brand, including advertising, branding, and public relations. Customers Communities 2. What communication methods does Nike use? What Are The Working Conditions Of Nike Factories In Vietnam? The purposes of integrated marketing communications are many-fold, they serve knowledge based product development catering the needs and demands of the customers and also keeping the customers excited about the new launches by the brand. The feedback was also consolidated and provided back to the NIKE team. Does Nike have a good relationship with employees? External stakeholders include clients or customers, investors and shareholders, suppliers, government agencies and the wider community. Nike has to communicate in its website in order to inform the consumers and the employees. The interests of these stakeholders include fair compensation, career development opportunities, and a sense of purpose. The interests of these stakeholders are varied, including fair labor practices, business sustainability, and environmental conservation. 6 ways to effectively communicate with stakeholders Schedule a meeting. This is the story of how Nike turned itself into a globe-spanning fashion brand. These pop-ups collect customer data and are used to engage with present and possible customers regularly. The mass mediated marketing communication majorly used the transformational approach to persuade the customers for purchase. More and more companies are including SDG in their reports and many large financial investors look forward to aligning their investments with the goals. 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. Why is it important for Nike to have external stakeholders? Nike has to communicate in its website in order to inform the consumers and the employees. Communities also determine consumers buying behaviors. Does Nike have a good relationship with stakeholders? How does Nike communicate with their employees? We see stakeholder engagement as a key enabler of both risk mitigation and innovation. Advertising is a multi-billion dollars business around the globe as media groups pay top dollar for ad space in hopes of gaining traction. Although the Covid-19 sanctions forced businesses , Advertising, Public relations and Marketing Communication rely on each other for the success of a product. 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. If they run fast and with comfort, customers will associate happier sentiments with the brand. Accessibility and distribution. W&K worked influentially for Nike by developing strong electronic and print media campaigns focusing sports men and women equally that appealed the customers on an emotional point (Anderson, 1999). It rather can be taken as a whole business process by looking into the external, internal, horizontal and vertical integrated marketing communication categories. Nike promotes its products by sponsorship agreementswith celebrity athletes, professional teams and college athletic teams. The Latest Innovations That Are Driving The Vehicle Industry Forward. Internal branding and communication strategy: The communication strategy of any organization needs to be in line to the product and services it produces. 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. #2 Employees. The companys corporate social responsibility strategy is also satisfactory in terms of giving second priority to communities, considering the variety of policies and programs to support these stakeholders. McDonald's communication channels are testament to the theory that the strongest communications are always two-way and always maximise the chances for employees to respond. Nike also uses social media to communicate with employees. Additionally, Nike makes use of sales promotion strategies like discount codes to entice potential customers to buy their products. Nike sells its products through three main sources: Your email address will not be published. Organizational Structure Characteristics (Analysis), Nike's Mission Statement & Vision Statement (An Analysis), Home Depots Stakeholders: A CSR Analysis, Microsofts Corporate Social Responsibility Strategy & Stakeholders (An Analysis), Unilevers Corporate Social Responsibility & Stakeholders, Intels Corporate Social Responsibility Strategy & Stakeholders, General Electric Companys (GE) Corporate Social Responsibility (CSR) Strategy and Stakeholders - Analysis, United Nations Foundation Nike Foundation, Stakeholder Analysis & Corporate Social Responsibility (CSR). such strategies are key devices for an integrated marketing communication plan of Nike. We use cookies for website functionality and to combat advertising fraud. Are The Nike Air Max 97 Good For Running? Customers want to receive the best possible product or service. There are two types of stakeholders; internal and external, with different interests and priorities. 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. Nike actively communicates with its stakeholders and encourages their feedback. With a global presence, they can create ads that people around the world can identify with, helping Nike communicate their values and mission to contribute to a better world. For instance, Nikes video featuring Ronaldinho received twenty million likes in 2006 (Wasserman, 2006). 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. 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. The key is Nike's ability to cultivate customer trust. With a global presence, they can create ads that people around the world can identify with, helping Nike communicate their values and mission to contribute to a better world. **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. They have a Twitter account called Nike News which posts updates on new products, events, and other news. Copyright 2023, Sneakersopedia - All Rights Reserved. (2006). Does Nike have a good relationship with employees? Peloza, J., & Shang, J. Nike has admitted it cannot guarantee that its products will not be made using child labour in a report designed to address the accusations that have plagued the company. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Stake: Employment income and safety. Community engaged employees create an environment of social responsibility both inside and outside the workplace. Through integrated marketing communication Nike developed and sustained its brand equity in the market as the leader of the industry. While one main reason of its popularity is its innovative products, another is its marketing. Thus, through such branding initiatives, Nike ensures that all its employees have the ultimate goal of creating a world-class sporting product at the back of their minds all the time. The highest number of employees was reported in 2019 when Nike reported 76,700 people on their payroll. According to Archie Carroll, stakeholders are individuals or groups that have a significant stake in what the business does. Nike uses Twitter prominently to address customer queries with 96.8% of the brand's tweets being replies. 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. The underpinning feature behind the success of integrated marketing communication is that it incorporates the best of both the traditional and modern communication techniques. Copyright 2003-2022 | Academic Master is a trading name of HighEnd Technologies LTD. Every essay on this website is copyrighted by Academic Master. Nike also uses their tone of voice to build trust with their customers. This strategy involves developing new businesses to achieve growth. Nike is a global powerhouse when it comes to athletic apparel and footwear. Gain your stakeholders trust right from the start. How do you communicate with stakeholders? Nike believes in ongoing dialogue with outside parties talking about the companys challenges as well as its successes, and in the process, helping to create a greater understanding of global supply chains and how to make them better. We sincerely appreciate the deep expertise and extensive input of the stakeholders to materially improve this report and to identify opportunities to improve future reporting procedures and results. In addition, Nike has been a leader in using sustainable practices in its supply chain. 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. One of the most prominent ones among these is the Global Compact. Pater, A., & Van Lierop, K. (2006). How can corporate social responsibility activities create value for stakeholders? Nike Inc. addresses these interests through the Nike Foundation, which serves as the companys primary means of supporting community development initiatives. The most prominent ones among these is the global Compact communication with an integrated marketing communication majorly used the approach... And that their opinions on how the company operates count website functionality and to combat advertising fraud and a of! Media to communicate in its supply chain these interests through the Nike Foundation, which serves as the primary. With comfort, customers will associate happier sentiments with the brand & # x27 ; tweets... Products, events, and other News employees and get them excited upcoming... Global powerhouse when it comes to athletic apparel and footwear Nike reported 76,700 people their! 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