On average, Nike replied in 10 hrs. The underpinning feature behind the success of integrated marketing communication is that it incorporates the best of both the traditional and modern communication techniques. Internal branding and communication strategy: The communication strategy of any organization needs to be in line to the product and services it produces. Through integrated marketing communication Nike developed and sustained its brand equity in the market as the leader of the industry. Nike is also an Organizational Stakeholder of the GRI. Nikes corporate social responsibility strategy gives top priority to customers as a stakeholder group. Overall, Nikes marketing is very effective in communicating its brand to consumers. **Nike participated in the public release of Global Alliance data drawn from worker interviews in contract factories in Indonesia (2001 and 2003), despite the critical nature of some of that information. The company has a long history of success, and it owes much of that success to its ability to effectively communicate with its stakeholders. Capturing an international audience with their ads and campaigns, Nike can better communicate their messages that go beyond the sports world. Nike supports the Global Reporting Initiative (GRI) as an Organizational Stakeholder, and the real advances that have been made in the corporate responsibility arena in developing common reporting and assurance frameworks and systems to measure a companys corporate responsibility progress. The stakeholder group of communities has a significant influence on Nikes corporate social responsibility standing. For instance, employees performance directly translates to business performance. 6 ways to effectively communicate with stakeholders. 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. Nike focuses on things such as leadership, teamwork, awareness of competitors, and places for advancement. Nike has supported the FLA since its founding in August 1999. One company that is particularly well-known for its advertising is Nike. Through sponsorships and celebrity appearances Nike gives an impression of link between its products and the success of the celebrities (Johnson, 2013). Nike uses social media to create a lifestyle and a sense of community among fans. Nike is one of the largest and most successful sportswear companies in the world. Hundreds of sponsorships has been signed with the universities, sports clubs and international sports teams that enabled the company to get its logo emblazoned on the uniforms of the players so that Nike is visible to every viewer of sports considering each of them as a potential customer. Who are stakeholders for Apple? Does Nike Have A Good Relationship With Stakeholders? Integrated Marketing Communication: A Business Process. It makes use of sponsorships and sports personalities for promotions and advertising. Depending on events going on you may receive additional tops. Stake: Employment income and safety. Consumers tend to buy more of a product that has a positive impact on communities. Nike can use virtual realities and simulations to project what products will be sold when and project their sales for the future. Nike collects feedback from suppliers through Better Buying, an anonymous rating initiative that collects supplier feedback on purchasing practices. Nike has to communicate in its website in order to inform the consumers and the employees. Unlike shareholders, they don't always have a financial interest in the business or partially own the company. Launching brands as endorsement to sports celebrities such as Michael Jordan, Michael Johnson and tiger woods cultivated a positive image of the brand among the customers and celebrities as well as top and successful brand in the sports products industry. Nike are 'on the ball' when communicating aspects of their products. In February 2004, Nike held its first stakeholder forum with a broad group of internal and external stakeholders to address current and emerging issues. 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. 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). The NIKE team addressed feedback in one of the following three ways: Engaging stakeholders in the reporting process was valuable it provided NIKEs leadership with direct insight and perspective from external experts. 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. By the time Bill and Phill realized that they need to start their own manufacturing rather than depending upon Onitsuka with whom the company s relationships were deteriorating. Some of the activities that demonstrate Nikes integrated marketing communication approach are as below; Nike for all its marketing strategies has been working with an American Advertising agency named Weiden and Kennedy famous as W&K for a couple of decades passed and the strong and healthy business relationship between the companies contributed to the success of both. How Does Nike Communicate With Their Employees? 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. 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 example, Nike Fuel enables customers to record their progress through the use of Nike Plus devices. 808 certified writers online. They are the ones who actually make the products and run the company. Throughout the years, Nike has been rapidly growing with promoting its brand and products by the use of Internet. The next plans will be more refined and more effective in reaching the objectives. Impact of influencers on customer behavior in the luxury market and the rise of micro-influencers. The company has long been the industry leader, but it has faced increasing competition in recent years. Nike has developed a strong brand identity that is associated with quality, performance, and innovation. It used to be just focus groups and then monitoring our sales and that was it. By creating a two-way conversation with consumers, Nike gains actionable insight into their needs and as the results show, they dont just listen, they react. For example, in 2017 Nike announced a $5 million investment in initiatives to promote girls and womens sport. We see stakeholder engagement as a key enabler of both risk mitigation and innovation. See more at: http://www.nikeresponsibility.com/report/content/chapter/stakeholder-engagement-reporting#sthash.wUqBHiaN.dpuf. A stakeholder is a party that has an interest in a company and can either affect or be affected by the business. Communicate with stakeholders in the manner that works best for them. Integrated marketing communication is relatively a newly developed term referring to the fusion of conventional and modern marketing communication techniques. These pop-ups collect customer data and are used to engage with present and possible customers regularly. Such approach basically aims at attaining the required synergy for a successful product communication campaign. Participants included: *Individuals participated not as representatives of their organization. This is not just limited to someone who has purchased stock in a company, which is a shareholder. Establish channels to engage with employees and other stakeholders to hear their ideas and address their concerns 6 ways to effectively communicate with stakeholders Schedule a meeting. The highlight of the social media communication strategy of Nike is that it has around fifty microsites maintained separately and tailored to meet the requirements of integrated marketing communication strategies (Anderson, 1999). Nike allocates 1.5% of its pre-tax income to support these community development initiatives. In the context of multinational companies, it is important that the communication strategy of different markets should be tweaked according to local tastes and customs keeping the value proposition same throughout the world. Nike also has a blog called NikeVoice which is a blog for employees to share their thoughts and experiences. The company started its operations in 1964, founded by Phil Knight a medium distance runner, and Bill Bowerman a track and field coach. Nike has revised its environmental strategy and this was explained in-depth in the company's annual sustainability report. March 25, 2016. This stakeholder group is composed of individual and organizational buyers of Apple products.Apples Stakeholder Groups. Belch a& Belch (2012) suggest that marketing experts of a company should evaluate and monitor the activities of integrated marketing communication process and execution in order to determine the effective factors and areas of improvement through the process (Belch & Belch, 2012). Stake: Product/service quality and value. 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. To reel subscriptions in, Nike install pop-ups on their official app and website. The main methods of ICT Sainsbury uses externally Face to face: Sainsbury sets up a customer service desk which deals with customer's enquiries and complaints. Nike utilizes the DART model as a way to capitalize on the Nike+ brand. It encourages people to be their best selves, and it inspires them to work hard to achieve their goals. The company's corporate social responsibility programs target only a number of major stakeholder groups. In time, it can become increasingly difficult to: Manage all stakeholder communication channels. 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. 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. 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 company that has built its success on the backs of its employees. Community engaged employees create an environment of social responsibility both inside and outside the workplace. Its athletic footwear and clothing have become a piece of Americana. How Does Nike Communicate With Their Stakeholders. At Nike emotion is used in everyday work to remain competitive in the workplace. Nike Inc. recognizes the significance of employees as a stakeholder group that influences organizational effectiveness. Understandably, the community development interest is addressed through Nikes corporate social responsibility programs for community development. A stakeholder is a person or group that has an investment, share, or interest in something, as a business or industry. For example, Nike continues to provide products with high quality and advanced technology. Nike is a brand that is known for its high-quality products and its strong marketing campaigns. There are two types of stakeholders; internal and external, with different interests and priorities. Nikes Compliance staff, which numbers more than 80 people, monitors workplace conditions through a series of internal audits conducted by them and other Nike personnel. The key is Nike's ability to cultivate customer trust. The Nike Community Ambassador Program, allows Nike employees from around the world to go out and give to their community. Almost all of their corporate employees work in teams because Nike believes the best way to create truly innovative ideas is to collaborate across a diverse group of people. Required fields are marked *. Nike_CSR_Report_2001_-_Stakeholders_section.pdf, http://www.nike.com/nikebiz/gc/r/pdf/Community_Invest_9-26.pdf, http://www.nike.com/nikebiz/nikebiz.jhtml?page, Principle 1 - Businesses should support and respect the protection of internationally proclaimed human rights, Principle 4 - The elimination of all forms of forced and compulsory labour, Principle 5 - The effective abolition of child labour, Principle 7 - Businesses should support a precautionary approach to environmental challenges, Principle 8 - Undertake initiatives to promote greater environmental responsibility, Principle 9 - Encourage the development and diffusion of environmentally friendly technologies.
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