In your previous assignments you added value by improving a product, adding services, improved the delivery process or packaging and so on. Now consider how you will communicate that new value to the marketplace.

Your target market needs to know about your added value; if not, your efforts are in vain.

To communicate value, you need to create a position and a message; consider sending the message via traditional channels of communication (or not); develop strategies for using the internet and specifically social media, both inbound and outbound.

Inbound will include your website and its ability to be found (Search Engine Optimized); content marketing; search engine placement; etc.

Outbound might include email marketing; Google Adwords; Facebook advertising; traditional advertising; traditional public relations; sales promotion; sales; etc.

Your report must cover the following:

1. State the nature of the values you wish to communicate and note in detail your target audience
2. What is the nature of your primary message to the target; develop an actual message and tagline that gets your ideas across
3. What are your objectives for your communications plan?
4. What channels will you use to communicate your message? Why those channels?
5. Detail your overall plan to gain positive buzz in social media; further consider the role of inbound communications such as search (Google); website; SEO: etc

Your Communicate Value plan should be a minimum of three pages,

Reference:

previous assignment

Describe the current situation for how a product or service/brand is being distributed? (Your choice of product or service)

My chosen brand or product is Nike shoes which are popular among young people, and it is a well-established brand across many countries. Nike shoes are being produce from various places considering that it has various shoe types, and the Nike brand has a great market thus meaning supply chains have a great impact on Nike's advancement. The products are packaged and distributed through Nike supply chain for the products to reach their customers. Nike has seen to be applying various strategies to add value to their products and this are recommended ways of making Nike to bring a better experience on their customers. Nike products distribution applies supply chain and direct marketing distribution strategy through stores connected to Nike wholesale as well as few Flagship stores in several countries. Nike brand has been packaging its product in recyclable cardboard boxes for every pair of shoes one is purchasing. This is good in making the environment better since the cardboards are made from waste products such as orange juice containers or coffee cups. This is part of Nike brand green marketing which serves an important purpose in building the brand reputation. Most of the cardboard boxes are same color as the type of shoes or they are just bright colors which are attractive and key in marketing the shoes. Nike sneakers or athlete shoes are being distributed in the same packaging manner and this has been adopted as the main packaging strategy. Nike company has prioritized its engagement with their customers, and this has made the firm to use direct marketing approach which means that customers can access their products directly from their wholesale or retail stores. Nike has several retail stores in various countries to ensure that their consumers can be able to access their products (Dobscha, McDonagh & Prothero, 2020). Digital marketing is also being used where consumers can order for their products online either through mobile marketing or from their website. Therefore, products can be shipped to other countries through their suppliers for the product to move from the company to the consumer. Nike direct-to-customer business can be seen to be of importance in ensuring that their supply chain is relevant to their customers. Based on Moretti Moretti & Mahagaonkar (2018), supply chain can add value to products through sustainability and this is the approach adopted by Nike since their supply chain includes both land and air for their products to reach their consumers faster. Therefore, the current supply chain by Nike does add value which is crucial in building the Nike brand.

Multiple channel approach is being applied by Nike brand based on how it has global influence both in sneakers and sportswear. Nike as a brand is popularly known in every country and therefore it has tried to bring most of their products close to the customers for their customers to have a good or better experience as asserted by Dobscha, McDonagh, & Prothero (2020). Variety of channels are in use to make Nike brand able to develop in every way possible since online channels is modern trend. Nike is seen to have adopted as well as in person through their retail stores. The current distribution strategy being used by Nike can be claimed to be of importance in engaging with customers and ensuring that their services have improved. Linking directly with the customers for Nike shoe brand has made it capable for the company to get even feedbacks on how their services are in terms of delivering their products and how their products are and therefore this enables Nike to build a good customer relationship in distribution (Moretti, Moretti, & Mahagaonkar., 2018).

However, there exist several issues such as taking much time considering that the direct marketing distribution strategy one gets to deal with each customer and each customer deserves the attention (Danziger, 2018). High costs are also another problem being faced by Nike brand while distributing their products. Nike is investing more on direct-customer distribution strategy while not considering having other intermediaries for distribution and supply. Nike does use trusted suppliers for distribution, but the expense is more rather than using other retail stores for selling its products to the customers. Nike has to try out new strategies for it fully exhaust its potential in distributing its products. Since Nike has markets in most countries, Nike has to adopt to having flagship stores in each of these countries for it to add value and distribute their products. Through flagship stores, Nike will be able to make their products to also be relevant within the markets of the countries involved since as per now their distribution channel in other countries is the same as the one in U.S.A and this means that they need to reconsider (Danziger, 2018). Nike is also to non-traditional outlets since this is a topical issue in most countries considering that Nike does not have many retail stores in some regions. This will bring new experience and more access for customers to their products and hence the distribution channel will enable the business to grow. Nike adopting new distribution strategies will be seen as new opportunity for the firm to be completely take over the marketplace. Other firms which will notice the new changes in distribution will realize that Nike is extending its market, and this is to make Nike a firm which can over grow its competitors. Nike will be seen to have done competitive analysis and they have realized new opportunities to explore in the marketplace. Within the shoe industry or market, the changes will show that Nike is a dynamic business firm which is adopting to changes in order to make the firm grow. According to Danziger (2018), Nike has the opportunity of benefiting from the new distribution strategy which will increase its profit margin and its access to the market. Competition in the industry will take a new course which will get to bring a better experience of how distribution strategy serves a crucial purpose that firms can benefit from.

Reference Dobscha, S., McDonagh, P., & Prothero, A. (2020). (Re) thinking distribution strategy: - Principles from sustainability. In Marketing Management (pp. 443-456). Routledge.

Danziger, P. N. (2018). Nike's new consumer experience distribution strategy hits the ground running.

Forbes, https://www. Forbes. com/sites/pamdanziger/2018/12/01/nikes-new_consumerexperience-distribution-strategy-hits-the-ground-running.

Moretti, L., Moretti, & Mahagaonkar. (2019). Distribution Strategy.

Springer International Publishing.