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Promotion means activities that communicate the merits of the product and persuade target customers to buy it (Kotler & Armstrong, 2010). This forms the communication function of marketing where a promotional mix which is defined as the basic tools or elements that help the firm to sell more products is used.
As such, this paper seeks to describe how Nike Fuel Band is currently utilizing each of the components of the IMC mix mentioned above. Nike, a giant in manufacturing and selling athletic and other sporting related products has announced a new and more colourful Nike+ FuelBand SE that will be available on 6th November 2013. According to Berg (2013), “this product enables users to track individual sessions and see the points earned in real time. The band is still largely based around Fuel points.” The image below shows how the fuel band looks like. Given that this is a new product in the market, Nike ought to utilize the IMC Promotional Mix in order to successfully market the product to the targeted audiences. Advertising is a very effective strategy that can be used by Nike in order to market this new product. As stated by Kotler & Armstrong (2010), advertising can reach masses of geographically dispersed people at low cost and it enables the seller to repeat messages. For instance, television advertising can reach huge audiences and this is the reason why this strategy is ideal for this new product. ...
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