Unit 18 Creative Promotion Assignment 1. High structured assignment which achieved a distinction for the whole unit including the other assignments.
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Unit 18 creative promotion assignment 1
In this report, I will explore how integrated marketing aids creative promotion both Nike and
Uber
Introduction
This report will explain how two contrasting businesses creatively promote their products
and services and how they use integrated marketing activities to communicate effectively in
both businesses. I will also explore how promotional activities are important to my two
chosen businesses that are Nike and Uber.
Nike is an American multinational corporation that revolves around three elements: design,
development, manufacturing, and global marketing of sportswear, apparel, and footwear,
as well as sales of footwear, accessories, and services that can be associated with the
fashion industry, gravitating its services and products towards audiences of any gender, age,
or race. It was founded in 1964 as Blue-Ribbon sports by Bill Bowerman who opened their
first retail store in 1966 and later launched their Nike brand in 1972. By the 21 st century Nike
had retail outlets and distributors across more than 170 countries.
Uber technologies (Uber) is an American mobility as a service online provider based in San
Francisco with operations over 900 metropolitan areas worldwide. Uber’s servicers include
ride-hailing, food delivery, couriers and package delivery where it allows users to pick one of
these different services.
P1 Explore and illustrate how marketing communication aids creative product
promotion.
Marketing communications refers to different marketing channels and tools a company uses
to promote the business and its products and services. Marketing communication channel
focuses on the way a business communicates a message to the media and its desired target
markets. These tools consist of the marketing mix and 4’ps that relate to the way the
business can promote its products. Businesses use marketing communications to persuade
consumers to be attracted to their product by changing the perception of their brand by
making them feel motivated in buying their product or service
In this next part of my report, I will look at the purpose of marketing
communications for my two chosen Businesses Nike and Uber.
Nike and Uber
To Inform
Informative promotion raises brand, product, service, and concept awareness. It publicises
new goods and programmes and can educate people on the features and benefits of new
and established products.
Nike uses informative promotion by valuing their customers in understanding what they
want from a product and the steps he or she has to give in order to get it. Informing
, customers about products Nike have on offer gives customers a reason to come back and
buy their new products. Nike has given their customers a reason to come back to their
website and apps as it creates added value for customers who decide to buy sportwear or
any other type of Nike product that can benefit them, this allows Nike to gain valuable
information about how customers are using their products. Nike receives actionable
information into consumers' demands by engaging in a two-way discussion with them, and
as the results illustrate, they don't just listen; they respond.
Uber uses informative promotion by constantly keeping customers updated on the latest
news regarding new services provided by the company as well as ways in which customer
can get in touch with the company to get to the bottom of issues or problems they have
whilst using the app.
To persuade
Persuasive advertising tries to convince people that a company's services or goods are the
best, and it aims to change perceptions and improve a company's or product's image. Its
purpose is to persuade people to switch brands, try a new product, or stick with their
current brand.
Nike uses to key areas of persuasive advertising in order to attract new and existing
customers to their products. These areas consist of physical power and the use of celebrity
endorsement. The associated power appeal is one that seeks to "put the customer in a
power-seeking position." In Nikes instance the company their ads are aimed at getting the
consumer to seek physical power. For example, in Nike’s “Find Your Greatness Campaign”
the consumer is empowered to strive to find their own greatness. The power that is
associated with physical fitness persuades the consumer to go out and get active while also
endorsing you to buy a Nike product, such as new running shoes to get yourself started.
Uber use persuasive strategies to attract new customers to their online app by using
different forms of social media platforms that consist of celebrities promoting the company
to attract customers through the use having their personal promotional code that
customers can apply onto their rides.
To differentiate
Differentiated marketing enables a company to appeal to many customer segments and
target groups, each with a distinctive marketing message. It helps companies improve brand
recognition, reach a wider audience, meet customers’ needs, and increase revenue.
Nike’s differentiation strategy is to establish the company as the standard in athletic wear.
By focusing on their product line, they are able to produce high quality products that meet
customer expectations. The astounding product characteristics and the timing of putting
their items to market are the product differentiation qualities that Nike places a high value
on. Developing innovative materials and styles that are constantly updated to suit customer
tastes creates a niche that others want to replicate but can never match Nike's pace.
Uber
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