Essays on Evaluation of Nikes IMC Strategy Using the RABOSTIC Planning Framework Case Study

Download full paperFile format: .doc, available for editing

The paper "Evaluation of Nike’ s IMC Strategy Using the RABOSTIC Planning Framework" is a perfect example of a marketing case study.   No organization can survive in the current competitive environment without the use of Integrated Marketing Communication (IMC). IMC is the coordination of all interaction points an organization has with the marketplace. Traditional marketing communication elements or tools such as direct marketing, public relations, the internet, sales promotions advertisings, as well as other forms of new media are no longer isolated functions. Accordingly, an IMC perspective is designed to leverage the cooperation or rather the synergy of combined efforts.

In that regard, marketing marketers have come up with a general concept referred to as Integrated Marketing Communications (IMC), aimed at covering the marketing methods that a company uses. Accordingly, Integrated Marketing Communications ensures that all forms and designs of messages are linked together (Rowley, 2001). It involves integrating an organization’ s promotional tools thus making them work in harmony. Moreover, when integrated, these marketing tools will speak consistently and in unison all the time, every time. In the current marketing industry, the marketing communication strategy plays an integral role in delivering a brand message (Keller, 2009).

For organizations to have a successful brand, it has to develop a strategic marketing communications plan. Thus, a strategic marketing communications plan is the organization’ s lens to focus on the customers it services as well as the people it seeks to influence. Through an integrated marketing communication approach, an organization can create powerfully, focused as well as targeted appeals for impact in order to build its brand. In effect, successful marketing communication plans often rely on a combination of elements call the promotional mix.

These elements include public relations, sales promotions, personal selling as well as direct marketing. Moreover, the internet today plays a significant role in reaching certain essential audiences. As such, this paper examines the use of IMC by Nike Inc. reviewing the literature on the role and characteristics of marketing communications planning. Nikes use of IMC tools is discussed in the context of RABOSTIC approach. Further, the paper will discuss the extent to which Nike Inc. is demonstrating corporate social responsibility through its marketing communication. 1.2 Company Overview Incorporated in 1969, Nike is involved in the design and development of Athletic footwear, equipment, apparel and accessories.

The company is also engaged in worldwide marketing and selling of products. The company’ s focus product offering is based on seven main categories: Basketball, Soccer, Running, Men’ s Training, Women’ s Training, Action Sports and Nike Sportswear. Similarly, the firm also markets products designed for children as well as for other recreational and athletic uses. Apparently, the company transitioned its activity to E-Business in order to improve its services and added value to customers’ satisfaction. 2.0 Literature Review 2.1 Marketing Communication Strategy Generally, marketing can be found anywhere: individuals are bombarded with direct mail offers, sales call as well as radio and television commercials.

Even though marking has four main stages, it is a two-way process: a customer and market organization. The typical four stages often include designing, developing delivering as well as determining the value (Baines et al. , 2008). Ideally, these four main stages are often put in place to ensure that the two-way process is successful. A customer has the power to make the final decision and as such, has a strong input.

Baines et al. (2008) contend that marketer often has the challenge of specifying how the organization will satisfy the customer’ s needs. In addition, marketing is essentially a process of an exchange where both parties supply as well as receive something (value (Baines et al. , 2008).


Babiak, K., & Trendafilova, S. (2011). CSR and environmental responsibility: motives and pressures to adopt green management practices. Corporate Social Responsibility and Environmental Management, 17(1), 10-23.

Baines, P., Fill, C., Page, K. 2008. Marketing: Case insight. 1st Edition. Oxford: Oxford University Press.

Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.

Caemmerer, B. (2009). The planning and implementation of integrated marketing communications. Marketing Intelligence & Planning, 27(4), 524-538.

Daymon, C., & Holloway, I. (2002). Qualitative research methods in public relations and marketing communications. Psychology Press.

Euromonitor (2014). Nike Inc in Apparel and Footwear market. Euromonitor International [online] Available at: [Accessed 11 November 2014].

Fam, K. S. (2001). Differing views and use of integrated marketing communications–findings from a survey of New Zealand small businesses. Journal of Small Business and Enterprise Development, 8(3), 205-214.

Hiltunen, A. (2002). Aristotle in Hollywood: The Anatomy of successful storytelling. Bristol: Intellect Books.

Holt, D. B. (2003). What becomes an icon most? Harvard Business Review, 3: 43–49.

Keller, K. L. 2009. Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.

Kotler, P. (2000), Marketing Management, 10th ed., Englewood Cliffs: Prentice-Hall, Englewood Cliffs.

Kotler, P., Armstrong, G. M., & Tait, M. (2010). Principles of Marketing: Global and Southern African Perspectives. Pearson Education South Africa.

Miller, W.I. and Berry, L. (2011) Brand Salience over brand image: two theories of advertising effectiveness. Journal of Business Research, 38(5): 78-82.

Moth, D. (2013). “10 awesome digital marketing campaigns from Nike”. E-Consultancy [online], Available at: [Accessed 19 November 2014].

Nike Inc (2014). The official corporate website for Nike, Nike [online], Available at: [Accessed 30 April 2014]. Nike (2014). Nike Football. Nike [online], Available at: [Assessed 19 November 2014].

Percy, L. (1997). Strategies for implementing integrated marketing communications. Lincolnwood, IL: NTC Business Books.

Pickton, D., & Broderick, A. (2001). Integrated marketing communications. Financial Times Prentice Hall.

Pickton, D., & Broderick, A. (2001). Integrated marketing communications. Financial Times Prentice Hall.

PICKTON, D., & BRODERICK, A. (2005). Integrated marketing communications. Harlow: FT Prentice Hall. Financial Times.

Rowley, J. 2001. Remodeling marketing communications in an Internet environment. Internet Research, 11(3), 203-212.

Schultz, D. E., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach (Vol. 5). Lincolnwood, IL: NTC Business Books.

SCHULTZ, Don E, PATTI, Charles and KITCHEN, Philip J.2011. Integrated Marketing Communications in the 21st Century, Routledge, London.

Shimp, T. A. (1993). Promotion management & marketing communications.

Shimp, T. A., & Terence A... Shimp. (2000). Advertising, promotion, and supplemental aspects of integrated marketing communications (Vol. 5). Fort Worth: Dryden Press.

Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. Kogan Page Publishers.

Smith, Paul R. & Taylor, Jonathan. 2002. Marketing communications: an integrated approach. 3rd edition. London; Milford: Kogan Page Ltd.

Tuškej, U., Golob , U. and Podnar, K. (2013). The role of consumer–brand identification in building brand relationships, Journal of Business Research, 66:53-59.

Walters, P.G.P. (1986). Internaational Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy. Journal of International Business Studies, 17: 55-69.

Wang, L.C., Baker, J. Wagner, J.A., and Wakefield, K. (2007). Can a retail Web site be? Journal of Marketing, 71, 143–157.

Zaltman, G. (2003). How customers think. Boston: Harvard Business School Press.

Download full paperFile format: .doc, available for editing
Contact Us