preview

Essay On Marketing Mix Of Nike

Decent Essays
Nike:
Nike, Inc. is an American multinational corporation that is in design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971.Nike has been present in India since 1996. It has around 200 stores at present in India, which currently operates through a network of local distributors and retail partners.
Marketing mix of Nike:
Product:
Nike has been creative since the start. It has been pushing the technological boundaries of innovation to offer its customers new products and also differentiate itself from its competitors. Somewhere in its evolution, Nike also realised the importance of hi-tech gadgets in day-to-day lives. So, it started to combine new products with hi-tech
…show more content…
The following places/venues of Nike’s distribution strategy arranged according to significance:
1. Retailers
2. Nike’s Official Online Store
3. Niketown retail outlets
Retail outlets are places where Nike products are mostly sold. These include big firms like Walmart. Customers can also purchase Nike’s sports shoes, apparel and equipment through the official online store. The firm also has Niketown retail outlets. Hence Nike Inc. controls over its distribution, especially the company’s official online store and Niketown retail outlets.

Current Scenario:
Nike suffered a loss of INR 764 crores in FY16 and INR 803 crore in FY15, data from Registrar of Companies (RoC) showed. There was an increase in loss of INR 170 crores in 2015-16 compared to a loss of INR 101 crores in 2014-15. As a consequence, It had to shut down 35% of its stores and pulled out of expensive bat sponsorship deal with Indian cricket
Get Access