1 INTEGRATED MARKETING COMMUNICATIONS 2 Table of Contents Background of the Task .......................................................................................... XXXXXXXXXX3 Strategy...

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1 INTEGRATED MARKETING COMMUNICATIONS 2 Table of Contents Background of the Task ............................................................................................................. 3 Strategy statement ...................................................................................................................... 3 Brand positioning ....................................................................................................................... 3 Objectives .................................................................................................................................. 3 Target Audience ......................................................................................................................... 4 Current feelings of the target audience about the product ......................................................... 4 What does Nike want the target audience to think and feel? ..................................................... 4 What does Nike want the target audience to do? ....................................................................... 5 References .................................................................................................................................. 6 3 Background of the Task The previous task has focused upon the different segmentation of the market of the worldwide renowned organisation Nike. Nike has come up with various ideas and designs of shoes but the price range of them are not always suitable for every group of customers. But the sole aim of the organisation should be attracting more and more customers to buy the products they are manufacturing. Keeping in mind the different financial status of the different customer groups the organisation should design their shoes with different ranges of price to have benefits in the different markets. This organisation aims to sell its products to them as well who are not financially established (Frost, 2019). That is why, they have come up with different shoe ranges and different athletic apparel ranges that have a comfortable price range for every group of customers. Strategy statement The main strategy of Nike is to be such an organisation whose products can be availed by every customer groups even those who are not that rich. Nike has incorporated the budget-friendly products. The people who are very much interested in sports but not well established they can also avail the different athletic apparel to support their sports activities (Moorthy et al. 2018). Attracting the different social strata through the pricing range of the products is the current strategy of Nike. Brand positioning The existing brand positioning of Nike is that they are a very premium brand and usually the products designed by them are of very good quality and they are expensive as well. The products manufactured by this brand are very much comfortable and effective for those who are constantly engaged in the sports activity. Through this brand positioning, it can be observed that initially the different products manufactured by this brand are prepared to attract the attention of the upper class of the society who are financially well established (Brohi et al. 2016). That is why the price range of the organisation was always high. In the current scenario, the organisation is opting for making things and products for all the groups of the society. They have no specific targeted audience who just belongs to the rich society. Objectives 4 In the current scenario the objective that Nike has stated below. The main objective of Nike is to target that audience too who are not that financially well established. They aimed to make products that are very pocket-friendly as well (Stoeva, 2017). In this way, the organisation will be able to attract the attention of more customers. This is the current objective of the organisation. Target Audience The main target audience of the organisation is the people who are within the age of 15 to 40. Most of the athletic shoes they design are for the people who are under the age of 40. Besides that, the products of the organisation are always very costly and that is why it can be stated that it is targeted to sell to a certain group of people within the society who are very rich or who have the potential to buy those pricy products from this organisation. The organisation has observed that these products are very appealing for every group of society. The organisation wants to reach to every person in society. There is a huge amount of people who want to buy those products but they cannot do that due to the higher price range of the products. The new products that are designed by this organisation are not that costly and they are very friendly (Lee et al. 2018). The organisation has targeted to sell those products to every group of customers whether they are financially well established or not. The poor people who want to do sports activities or take part in different kinds of sports can also avail those products. The radar of the target audience has increased after manufacturing this kind of budget-friendly products. Current feelings of the target audience about the product Nike is a very well known and renowned brand. That is why it is very evident that many people are attracted to the different products and shoes of Nike. When the people came to know the fact that Nike will launch products, these are equally budget-friendly like the other local markets. The target audience is very much excited because they can now buy the shoes or their needed items from this internationally acclaimed brand. The people who are not that rich also feel included in the mainstream of the customer group of this type of organisations (Lam et al. 2019). They can also avail shoes or different athletic products from this organisation. What does Nike want the target audience to think and feel? After this new up gradation, Nike wants the target audience to be happy with the major change that the organisation has incorporated. The target audience should think that every spectre of 5 the society could now feel included in the decision-making process of the organisation because they have made a major change after thinking about the different people holding different status in the society or have different financial stabilities. They should feel very happy as most of them can avail the products from this internationally proclaimed brand of shoes and different athletic materials (Johns &