Name: Manpreet Kaur

Student ID: A00101706

Course: Leadership and communication
Assignment 2: communication management
Institution: Canadore Stanford
Professor: Sheikh Moeen Akhtar
Date of Submission: 10 march, 2020

1
Table of content:

Content Page no.

1. Overview of NIKE 3
2. Communication plan, purpose and approaches 3-4
3. Communication goals and objectives 5
4. Communication medium, tools and delivery 6-7
methods
5. Flow diagram of communication 8
6. Communication goals 9
7. Communication escalation process 10
8. Communication matrices 10-11
9. References 12

2
 Nike
Nike is an American company that is involved in global market for the sale
of accessories, footwears and equipment’s. This organization design and
manufactures a great range of sports materials. Nike organization is
introduced in January 25,1964. This company employed almost 44,000 in
the globe according to survey in 2012. In year 2014, this was the only
company that valued at $19 billion, that makes that company the well-
known brand among the businesses of sports equipment. According to
year 2017, this brand is reached at $29.6 billion. Nike company has the
contract with 110 nations and this brand has almost 20,000 retail shops in
only the United States.
Nike sell its products with its own brand, and with some other brand
names such as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air
Force 1, Nike Dunk, Air Max etc.

Communication plan strategy

A communication plan in Nike involves which information will shared and
which information will be shared. It includes the objective and goals of
the communication. Communication plan also includes methods,
approaches that are used to produce communication. The
communication plan also identifies the stakeholders of the project and
how they communicate with their employees.

Purposes of communication plan:

The effective communication can help in the growth and development of
the organization. Following are some purpose of communication in NIKE:
 To make sure the people about what organization do
 Effective engagement with the stakeholders
 Helps organization to achieve its objectives
 Change the behaviours where it will require

3
Approach of communication plan:
There are some approaches of communication in Nike:
 Mind the vision: The vision of the NIKE is to carry the legacy of
innovative thinking whether developing in product or in business.
so, vision is always kept in mind while making plan.
 Use an expert tone: clients always form an opinion about company
in terms of the content, style and, most importantly, the attitude
and tone that shows in communication. So, company use clear,
direct language to build a skilled, positive tone.
 Clearly organise your records: Nike Organize its thoughts so all can
be read quickly and easily understood. So, it is the best approach to
organize the information according to intention.
 Use the Right Format: Format refers to the way the correspondence
looks on paper or online. NIKE typically select their formats
depending on the delivery method — letter, SMS or e-mails.

Communication plan scope of Nike

Communication is very important in every organization and every
business. it gives the important knowledge about the policies and
procedures of the company. Communication plan is related to the
production, design and marketing of the products in Nike.
In NIKE, Communication also includes activities related to delivery of
the products, purchasing of raw materials from suppliers and many other
business activities. Without an effective communication plan there is no
scope of any business. For getting the effective communication plan NIKE
use some check the effectiveness of plan:
 Continual feedback system
 Monthly discussions
 Reports
 Hold control of messages
 Check data and goal progress (communication consistent)

4
 Goals and objectives
The mission statement of the Nike is “to bring inspiration and
innovation to every athlete in the world”. The main goal of the Nike is to
carry on his legacy of innovative thinking.

The main objectives of marketing communication plan in Nike are:

 Nike's integrated marketing target is related to the success of the
business and innovative products.
 Company should provide guarantee about the earlier respond of
the communication
 Communication should as brief as it is possible
 Communication goal is to choose right team and there should be
adequate people for growth of organization
 To decrease marketing communication tactics
 To apply continuous marketing strategies to broaden its product
range
 Increasing company sales growth by 10% annually
 To produce quality and low-cost products
 To increase market share of product globally

Communication goals of Nike:

 The most important goal of effective communication in not only in

Nike but into the other organization is to make a great reputation in
the market that helps in development of the organization.
 The allocation of the required budget and time resources is an
effective communication goal of your business strategy.
 The other communication goal of Nike is to experimenting with
various media to provide information about your business strategy.
 Goal of the communication is for the Nike business strategy is
reinforcement.

5
Market Communication method of
Nike
There are some methods that are used in the NIKE company:
Advertising Nike products:
Ad, Nike Inc. strives to meet large target consumer populations with the
greatest possible effect. Effective ads attract consumers to the brand.
Such ads also boost the understanding of customers regarding the
company and its goods. Although advertising is an effective marketing
communication strategy, it is typically expensive, especially when it
involves traditional media-television, radio and print.

Nike’s personal selling:

The product marketing activities of Nike's Product Marketing Nike
typically happen in shops. Store staff are trained to support clients. they
know more about the goods of the company, and to convince consumers
to buy those items. In some cases, sales staff support the business
through customised services that help consumers find the right Nike
product.

Direct marketing:
Nike Inc. uses direct marketing to promote new goods for target markets.
Typically, such new products are heavily advertised. For example, in
colleges and universities.

Sales promotion:
Nike also regularly extends discounts and special offers for drawing more
buyers and creating further revenue. Such discounts and deals form the
strategies of the company's sales promotions.

Public relation:

6
For public relations, the company sponsors and provides financial
assistance to other organisations, such as community networks, to
market their athletic shoes, clothing and equipment.

Tools for communication in Nike:

A range of communication tools are used in Nike for marketing
communication. These includes:
 Social networking sites: Facebook, twitter, Instagram etc.
 Video conferencing
 Emails
 Telephone calls
 Internet and SMS

Distribution methods in Nike:

NIKE distributes its products through three main channels:
1. By selling products to wholesalers in the U.S.
2. International markets via direct-to-consumer (or DTC) sales, including
online and factory retail outlets and e-commerce sales through
www.nike.com
3. Sales to global brand divisions.

Flow diagram of communication:

7
 CONTRACTORS

Tier1 of
communication

SUPPLIERS OF RAW
MATERIAL SUPPLIERS OF MATERIAL

MANUFACTURING IN
THE ORGANIGATION
TIER2 OF

COMMUNICATION

DISTRIBUT
-ORS

DIRECT
RETAILER MARKETING TIER3 OF

COMMUNIC-
ATION

CLIENT

8
 Nike communication roles
Team members have distinct roles for the communication in the
organization. That can be represented by RACI chart.
R =responsible(performer)
A =accountable (decision maker)
C =consultation (provides input)
I =informed (FYI)

MARKET SALES
TASKS CMO MERCH- STORE
REPRESENTA PERSONNEL
MANAGER ANDISE
TIVE

Direct Marketing A R C I A

Personal Selling C I R

Advertising C
I

Sales Promotion R A R R C

Public relations C C R I

RACI chart

9
Communication escalation process
When difficulties or issues occur with respect to product
communications, it may become necessary to escalate the issue if a
resolution within the project team cannot be achieved. Although,
escalations are a normal part in every organization, a written process
must be in place that determines how those escalations should take
place.
Nike ensure that the organization is aligned with same priorities. There
are some steps for communication escalation process:
 Fix key performance indicator (KPI) to be tracked.
 Define KPI frequency
 Fix the targets for key performance indicator
 Define who will be responsible for checking
 Every time that KPI is over the target, team must identify
containment action and analysis plan to get final countermeasure
 Fix limit that in a case of deviation, each level of NIKE is advised
 Track the escalation
 Review in weekly bases countermeasure plan
 In case of reoccurrence push for deep root cause analysis and verify
the situation and status

Communication Matrix of Nike

Communication Purpose Medium Frequency Audience Deliverable
Product team Review Face to Weekly Team Product
meetings status of face members Schedule
the
product
Monthly Status of Update Conference Monthly Managers Slide
product meetings leadership call and Presentation

10
 on product stakeholders
status
Product status Detailed Email Monthly Employers Status
reports report on and Reports
product Stakeholder
status s
including
programs,
costs and
problems
Kick-off meeting Introduce In person Once team Agenda
product. members
Review sponsor
objectives Stakeholder
and goals
Technical & Discuss, Face to As required Technical Agenda
Creative Design review face and creative
Meetings technical & team
design
problems
and
solutions.

References
11
https://www.vault.com/company-profiles/general-consumer-
products/nike-inc
https://prezi.com/nut3j2cnb1dk/the-communication-plan-for-changes-
at-nike/
https://panmore.com/nike-marketing-communications-mix
https://csdijon.files.wordpress.com/2009/10/nike-inc.pdf
https://prezi.com/nut3j2cnb1dk/the-communication-plan-for-
changes-at-nike/
https://www.unglobalcompact.org/participation/report/cop/create-and-submit/detail/2977

12