Sports Promotion and Public Relations - Coursework Example

Sports Promotion and Public Relations: Folio of Tasks Professor’s Name University The City and State Sports Promotion and Public Relations Critical Analysis of Advertisement The following exercise focuses on critically analyzing Nike’s 2015 “#BetterForIt” sports advertisement. In April 2015, Nike’s the leading manufacturer of sports apparel and fitness equipment launched a 60 second video advertisement named #BetterForIt focused on encouraging women to become more fit or athletic (Brettman, 2015). According to NIKE, this was there largest and most cohesive women’s marketing campaign in their history (Brettman, 2015). Ideally, the advert targets women in general and how they can push themselves to transform themselves and find an identity of their own. It focuses on the insecurities and uncertainties that women undergo especially about understanding themselves and their identity. The main message of the advert is to encourage women to get out of their comfort zones and push even harder to transform their lives especially in fitness and health. The advert features two different types of women where one woman lives a healthy and fit life through an online fitness club, but does not have a successful social life while the other woman has a many friends or a successful social life, but does not live healthy or work out at all. Both women envy each other in terms of what each does better than the other (Nudd, 2015). They decide to compete by attempting to be like one another where the healthy woman will seek to enhance her social life by getting new friends and the other will start an online workout show and try to acquire an audience. Ideally, the advert focuses on the challenges women undergo especially when starting on fitness and healthy living (Nudd, 2015). The advert does not use popular or star athletes in the advert, but uses ordinary women who people can relate to internationally. Nonetheless, the underlying message is to encourage women to keep fit and healthy as a means of identification. The advertisement aligns with Nike’s brand positioning since in its mission statement it believes in brining innovation and inspiration to everyday athletes where they believe that anyone with a body is an athlete (Nike, 2016). Nike has of late focused on revamping on its women business division by launching new products and campaigns. This is as a result of the increased emergence of new competitors solely focusing on women’s sporting business as well as an anticipated increase in the women sports business (O’Reilly, 2015). Based on these issues, the advertisement effectively aligns to the current brand positioning of Nike. The Nike advert uses an emotional response to connect to its audience. It illustrates the different emotions that women experience when undertaking numerous tasks in their lives. Moreover, it emotionally encourages women that the little effort they put is better for them, thus they should never give up and should always keep on trying. Overall, the advertisement is accurate and convincing and deserves a score of about 85% for effectiveness. Nevertheless, the advertisement lacks the recognition of diversity in terms of age, size, and shape that is a fundamental attribute of women. The campaign can enhance its effectiveness by incorporating women of all shapes, sizes, and age. Integration Exercise Integrated marketing communications has enjoyed increased debates among scholars and businesses. Nonetheless, there are many possible definitions to the word “integration” when it comes to marketing communications. Integration in marketing communication refers to a comprehensive or holistic plan that assesses the strategic factors related to different marketing communication disciplines and merging them as a single entity that delivers clear, consistent, and effective marketing communications impact (Baker & Hart, 2016, p. 398). This means that integration is the process of identifying the strategic roles of different marketing communication fields such as communication channels, content, and feedback or interaction and bringing them together to offer a single platform that offers effective impact in terms of delivering one clear and consistent message. As such, integration is based on 5 pillars including communication media (e.g. online, TV, radio, social media, packaging etc.), communication methods (e.g. advertising, sales promotion, public relations etc.), time of communication and expected reactions (e.g. monologue dialogs and real-time conversations on social media), actors (communication started by both customers and organizations), and content creation (both consumer and marketing generated content) (Rakić & Rakić, 2014, p. 183). Therefore, integration is the process of evaluating the strategic roles of each set of pillar and combining them to offer an effective solution for delivering marketing communications. Moreover, it is also viewed as the cross-over efforts required to accomplish organizational objectives through a synergy that fosters collaboration, information sharing, and participation beyond traditional boundaries (Ilchul, et al., 2004, p. 42). Adidas Group is among the most recognized sports brands in the world. The brand has managed to apply the numerous elements of integration in its marketing communication. Firstly, the company has illustrated an effective use of numerous communication media both traditional and digital. In 2014, the company developed a marketing campaign that featured an interactive live show on traditional television, digital television, and YouTube live broadcast. The interactive show featured celebrity football legends such as Kaka and allowed fans to submit questions and ideas as well as interact with the players on a real-time basis during the 2014 World Cup Championships (Hughes, 2014). The campaign illustrates Adidas’ ability and resources to integrate content creation, communication media, focus on time and anticipation of reactions. Furthermore, the company has also illustrated a strong use of social media marketing as well as other online platforms. The focus on social media has been a great win for the company. Adidas also increased its scope of marketing communication by identifying celebrity endorsements as a powerful tool to regain market share and brand awareness in the American market (Thomasson, 2014). The fusion between celebrity endorsements and social media is an effective way of integration in terms of marketing communications. Nonetheless, the brand has not done so well in integrating other forms of media such as radio and print. Again, Adidas has also failed to recognize the rising market segmentation in the sports industry that is differentiating women and men to effectively develop their marketing messages and methods to reach to all consumers. Risk and Planning Exercise The following exercise focuses on developing a list of issues that cou8ld potentially impact Lululemon Athletica. Lululemon is a leading sports company dedicated to women sports apparel and is the largest manufacture and market share holder for yoga apparel, but has recently introduced a men’s brand division. Taxonomy Potential damage or risk Rating Likelihood of Occurrence Increased competition from already established multinational sports apparel companies such as Nike, Gap, and Adidas are replicating the focus on women sporting products especially in terms of yoga (Wahba, 2014). High High Operating in a highly fragmented sports clothing industry that has many competing brands, fashion trends, and easy to replicate internationally. High Medium As a high-end and premium brand and the recent recall of its yoga pants or brand reputation crisis, Lululemon risks losing customer loyalty. High Medium Bad public brand reputation and public relationships could arise in future based on how the brand handled its previous crisis by defending their product rather than listening to customer complaints (KOWITT & LEAHEY, 2013, p. 110). High Medium Harsh economic times would make it hard for the company to make sales given their premium retail prices and the unlimited availability of cheaper alternative products. Low Low Supply chain disruption and access of raw materials based on the use of special fabrics to develop its products could disrupt the business (Ganin, 2014, p. 937). Medium Medium Strategies Businesses should increasingly plan for risk management. The first strategy or proactive activity for Lululemon to undertake is to establish a risk management team. The team should identify or evaluate the potential risks facing the company and develop recommendations or practical activities to reduce or address the risks. In terms of competition, the main strategy is creating a competitive advantage that separates Lululemon’s products from those of competitors. Nonetheless, the company still operates in highly fragmented industry where fashion trends and prices change increasingly. As such, Lululemon should develop their competitive advantage through reducing their inputs to produce the same products. Cutting operational and production costs is the modern way of creating competitive advantage especially in such a highly fragmented industry (Bansal, 2001). Again, the company should also focus on new target markets that offer cheaper products to eliminate the threat of competition. Moreover, introducing cheaper products will also elevate the risk of harsh economic times. Corporate reputation is also highly risky for any business. Lululemon should develop a strategic communications approach that places the customer ahead of all other issues. This means developing a consumer-centered approach that seeks to develop intimate relationships with the customer. In addition, the company should expand its supply chain network to ensure that it does not rely on a single manufacturer to produce its products. Having a wider network of suppliers ‘means that interruptions are minimal, and business operations are not affected (Reuvid, 2014, p. 266). Overall, Lululemon should revisit its strategy and incorporate modern management and marketing practices for a successful future. Reflection Exercise The following exercise aims at applying the emerging trend of consumer behavior to the promotional tool of public relations in the sport industry. Customer behavior has become an increasingly trend that is affecting marketers in the sports industry. In the past recent years, customers have become more demanding, empowered, and rarely loyal (Luck & Moffatt, 2009, p. 315.. This trend has had its impact on the sport marketing communications relevant to public relationships. Based on the popularity of sports activities, most sport’s companies are always keen on maintaining a good public relations and image (Boyd & Stahley, 2008, p. 253). This is based on the numerous initiatives undertaken by most sport’s brands such as sponsorships and promotion of sports events and activities. Nonetheless, the changing behavior of consumer has increased the pressure of sport’s brands to enhance their public relations strategies. Consumers have become more demanding, which means that they require knowing more information about products and services offered by sport’s companies (Walsh, et al., 2009, p. 200). Therefore, companies cannot afford to use unethical means of production or materials or other unorthodox business practices to gain advantage since they risk increased public relation issues (Hopwood et al., 2010). Additionally, consumers have also become more empowered especially in terms of communicating or offering feedback to organizations. Social media is among the current popular means of communication used for public relations. Nonetheless, any issue or complaint from a customer could start as just a social media post and escalate into a full blown corporate crisis. This is because the internet is home to billions of users who are both customers and non-customers. The inter-connectivity of these social platforms is a great empowerment for sharing issues and ideas (Horn, et al., 2015, p. 198). Based on this customers are also demanding that companies offer them quality products, support valuable causes, as well as develop messages that can relate to their issues and needs (Desmarais & Bruce, 2008, p. 188). Therefore, even a slight image, text, or video that may be offending to customers can be shared rapidly through social media sparking a reputational crisis. For instance, big sporting brands such as Nike have faced controversial public reputation and relations issues due to adverts deemed as negative or offensive. Besides, Lululemon faced near public reputation fall-out due to increasingly ignoring complaints on social media about their new products. Likewise, the response of the company by the C.E.O was deemed offensive and even went to the extent that the public demanded a public apology for prejudicial comments. This related to the whole idea of analyzing the best communication tools, methods, media, and time to develop a combined strategy of communicating effectively with consumers. Overall, consumer behavior has changed the manner in which sports marketers view public relations. In future, consumers will even be more empowered meaning that sport’s organizations will have to develop teams dedicated to public relations and customer communications. References Baker, MJ, & Hart, SJ 2016, The Marketing Book, Seventh edition, Routledge, Milton Park, Abingdon, Oxon. Bansal, T 2001, Building Competitive Advantage and Managing Risk Through Sustainable Development. Ivey Business Journal. Available at: http://iveybusinessjournal.com/publication/building-competitive-advantage-and-managing-risk-through-sustainable-development/ [Accessed 25 May 2016]. Boyd, J, & Stahley, M 2008, 'Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations', Journal of Public Relations Research, vol. 20, no. 3, pp. 251-270. Brettman, A 2015, Nike launches women's ad campaign. Oregon Live. Available at: http://www.oregonlive.com/playbooks-profits/index.ssf/2015/04/post_54.html [Accessed 25 May 2016]. Desmarais, F, & Bruce, T 2008, 'Blurring the boundaries of sports public relations: National stereotypes as sport announcers’ public relations tools', Public Relations Review, vol. 34, no. 2, pp. 183-191. Ganin, C 2014, 'AMERICAN APPAREL, CRUMBS CUPCAKES, AND LULULEMON, OH MY! EXAMPLES OF WHY INCREASED SHAREHOLDER INVOLVEMENT WILL NOT FIX CORPORATE AMERICA', Arizona Law Review, vol. 56, no. 3, p. 937. Hopwood, M, Skinner, J, & Kitchin, P 2010, Sport Public Relations and Communication, Routledge, Amsterdam [The Netherlands]. Horn, IS, Taros, T, Dirkes, S, Hüer, L, Rose, M, Tietmeyer, R, & Constantinides, E 2015, 'Business reputation and social media: A primer on threats and responses', Journal of Direct, Data & Digital Marketing Practice, vol. 16, no. 3, p. 193. Hughes, R 2014, How adidas is using ‘Dugouts’ to make the 2014 FIFA World Cup accessible to football fans around the world. Adidas Group. Available at: http://blog.adidas-group.com/2014/06/how-adidas-is-using-dugouts-to-make-the-2014-fifa-world-cup-accessible-to-football-fans-around-the-world/ [Accessed 25 May 2016]. Ilchul, K, Dongsub, H, & Schultz, DE 2004, 'Understanding the Diffusion of Integrated Marketing Communications', Journal of Advertising Research, vol. 44, no. 1, pp. 31-45. KOWITT, B, & LEAHEY, C 2013, 'LULULEMON: In an Uncomfortable Position', Fortune, vol. 168, no. 5, p. 110. Luck, E, & Moffatt, J 2009, 'IMC: Has anything really changed? A new perspective on an old definition', Journal of Marketing Communications, vol. 15, no. 5, pp. 311-325. Nike, 2016. Nike Mission Statement. Nike. Available at: http://help-en-us.nike.com/app/answers/detail/a_id/113/~/nike-mission-statement [Accessed 25 May 2016]. Nudd, T 2015, Nike's 'Better for It' Women's Campaign Gets Brand's First-Ever Scripted YouTube Series. Adweek. Available at: http://www.adweek.com/news/advertising-branding/nikes-better-it-womens-campaign-gets-brands-first-ever-scripted-youtube-series-169245 [Accessed 25 May 2016]. O’Reilly, L 2015, Nike is making its biggest ever women's push. Business Insider. Available at: http://www.businessinsider.com/nike-betterforit-women-campaign-2015-4 [Accessed 25 May 2016]. Rakić, B, & Rakić, M 2014, 'INTEGRATED MARKETING COMMUNICATIONS PARADIGM IN DIGITAL ENVIRONMENT: THE FIVE PILLARS OF INTEGRATION', Megatrend Review, vol. 11, no. 1, pp. 187-203. Reuvid, J 2014, Managing Business Risk : A Practical Guide to Protecting Your Business, 10th ed, Kogan Page, London. Thomasson, R 2014, Analysis - Adidas marketing push an uphill battle against "cool" Nike. Reuters. Available at: http://uk.reuters.com/article/uk-adidas-nike-rivalry-idUKKBN0G81MR20140808 [Accessed 25 May 2016]. Wahba, P 2014, Lululemon's status as yogawear's top dog at risk, Reuters. Available at: http://www.reuters.com/article/us-usa-retail-yoga-analysis-idUSBREA3F1QU20140416 [Accessed 25 May 25, 2016]. Walsh, G, Mitchell, V, Jackson, PR, & Beatty, SE 2009, 'Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective', British Journal of Management, vol. 20, no. 2, pp. 187-203. Read More