The paper "Integrated Marketing Communication Plan for Nike Inc" is a brilliant example of a case study on marketing. This report is based on an integrated marketing communication plan for an organization that is looking to raise its profile relating to carbon consciousness among its consumers. The report specifically introduces new products in Nike Inc. A company with the aim of observing the implementation of carbon consciousness aspects in their items by going green. The author has the responsibility of developing an IMC plan for this large-sized company which is trying to include ‘ green’ products as part of its suite of offerings to current and prospective potentially carbon-conscious consumers (Boströ m and Klingman, p 93).
To this effect, the author is to develop an IMC plan for this company as well as the company’ s products. It will be important for the author to understand the business and the industry in which the company operates (p 92). The report provides background information of the company in terms of its establishment, its product range, operations, and location of the business. The report will then give an overview of the products that have been selected for the IMC plan and the target audience that has been selected for communication purposes.
Further, this report will then outline the creative strategies that will be adopted for Nike Inc. Company and then explain the media plan which will be used to achieve the outlined communication objectives and creative strategies for Nike. The report finally presents a conclusion that summarizes the importance of integrated marketing communication in business. Background of the company Nike Inc. Company is a large-sized company that was established early in 1964 but came into being officially in 1978 as cited in Barbara (p 102).
The company takes its name from Nike, the Greek goddess of victory as explained by Barbara (p 102) and is headquartered in the United States. Documented reports available indicate that the company is the world’ s leading supplier of sportswear particularly athletic shoes and apparel, and a major manufacturer of sporting equipment. Based on this argument, research works by Boströ m and Klintman (p 100) indicate that Nike is voted as the largest seller of athletic footwear and apparel worldwide by sales.
Further reports indicate that Nike markets its products under its own brand name as well as through other subsidiary brand names like Air Jordan, Cole Haan, Hurley International, Umbro and Converse (Klein, p 79). Studies by Berg and Teigen (p 35) indicate that the company employed more than 30,000 people worldwide as of 2008. Although the company specializes in the development and sale of athletic footwear, apparel, and equipment, research findings illustrate that footwear is the company’ s largest product category, representing about 52% of revenue (p 103).
In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name.