Inherent Attributes Of Nike

We can evaluate Nike’s core marketing strategy as related them to the relevant marketing theories. First of them is distribution theory. Nike distributes its products on different level basis. The high quality products are given to a certain distributers while the low price to be sold at highly discounted price at the retail stores such as Wal-Mart. Nike has also become the leader in the e-commerce by being the first to the market whit its e-commerce website. This program represents the first time a company has offered mass footwear through the internet and provides

Nike’s main focus is on athletic footwear and sport apparel for sports activities. The track running shoes were Nike’s first product. This company not only sell shoes, they currently also offer a wide range of high quality sport apparel such as jerseys, shorts, base layers and so on. Aside from footwear and apparel, the sport equipment offer under the name of this brand including sport balls, baseball bat, rackets and other equipment designed specialized for sport activities. Nike is also well known for their accessories such as timepieces, bag, and socks. The most famous product categories of this brand

Nike is the leading and yet renowned supplier of athletic apparel and shoes. The company controls close to 33% of the global athletic shoe market (Dogiamis & Vijayashanker,2009).Nike was founded by Bill Power and Phil Knight in 1962 as a Blue Ribbon Support and then was later on renamed to Nike in the year 1968 (Patrow,2003).The company supplies very high quality product in close to 100 countries with major markets being located in the U.S,U,K, Asia Pacific as well as in the Americas. The company has managed to attain its lead and legendary position via the application of innovative and yet attractive product design which is backed by quality production as well as well crafted marketing strategies.

There are hundreds of name brands that millions around the world use to represent who they are as a person and their personality. Typically name brands have celebrities, athletes, and models broadcast the clothes by wearing them and making commercials so the people behind the screens can look exactly like the people wearing them first. There are companies like Nike that are known to mainly be a sports name-brand company and is loved and worn by millions. Unfortunately, many do not know what exactly happens behind the scenes where the clothes, shoes, and accessories are being made.

Nike is one of the largest athletic retailers in the world and the most important lessons learned when studying the successful brand include focusing on building a strong brand and the implementation of innovations. What is the first thing that comes to mind when you say or hear the word Nike? Just Do It! Swoosh! Kobe Bryant. Air Jordan’s, maybe? Well those are just a few of the many ways in which Nike has successfully managed to grow its brand. The prevalence of the Just Do It! tagline, along with the Nike swoosh, has allowed its customers to identify the brand without Nike having to say it continuously. Nike has managed to create strong emotional ties through the constant use of imagery and messages.

For some time now Nike has been making a breathtaking promtion deal and sponsoring with popular althlets from different sports. Michael Jordan, Mia Hamm, Venus Williams, and some of the popular althlets that

Nike is one of the most well-known companies in the world that offers different products like clothing, equipment, footwear and accessories. Internationally, Nike not only has the lead in athletic products such as running shoes, sandals, casual shoes and basketball shoes among others, but also it is ahead of its competitors with their line of athletic clothing like pants, shirts and shorts for everyday wear. Apart from this, Nike is also tries its best to make clothing with special fabric that contributes to the welfare of the athlete when using it, the highly specialized technology put in these clothes have helped Nike to be the number one sponsor of important sports around the world.

Nike invested in their brand by getting sports heroes to advertise for their brand such as Michael Jordon, Tiger Woods and the Brazilian football team. This further fuel the products appeal towards the consumers.

Understanding customer needs will help Nike to define new market opportunities and drive innovation and revenue growth in every aspect of its organisation. The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation (Kotler and Armstrong, 2006). Customer logic is derived from evaluation of a company and its product based upon customer needs, customer benefits, and product features. For branded athletic shoes, Nike has to understand customer needs on a global level as the products are sold

This form of marketing can be described as brand positioning or brand architecture. Brand positioning can be best described as a motivational reason to buy one's product over others, "is guided, directed and delivered by the brand's benefits/reasons to buy; and it focuses at all points of contact with the consumer" (Management study guide, 2011). Nike creates value and sustains competitive advantage over other competitors with this technique because image is a big factor in today's markets, a large number of consumers are likely to develop product intimacy; those who care more about the quality rather than the price. This takes us to Nike's price strategy, which they target consumers who focus more on product intimacy and care less about the price. Giving Nike the advantage over other competitors setting higher prices for its products; consumers who believe a product to be of high quality are prone to pay a higher price.

Nike has seldom manufactured products own premises, except their air bladders. The shoes are manufactured through outsourcing and alliances with other companies. A successful company like Nike formed its organization on the customer values that have the MOST impact on the consumers mind – Design/R&D, Marketing and Distribution. Even though manufacturing is a vital function to perform, Nike realized that there were other ways to go about this function and thereby save both cost and maintain its focus on the critical customer value areas.

Nike’s resellers in the market intermediaries are all around the world which helps Nike to sell all their products to the customer directly. Meanwhile, physical distribution firms helps Nike company to store products in warehouse and distribute the products to the retails shops. Besides that, Nike’s marketing services agencies helps the company to conduct market research for product improvement and promote their products to the publics through advertisement to attract customer on the advantage of the

Nike was founded by Bill Bowerman and Philip H. Knight in 1964 and has it’s headquarter situated at Beaverton, Oregon USA. High quality footwear, apparel, equipment, and accessories are designed, developed; markets and sell by Nike Inc. Nike’s athletic footwear products are basically designed for a particular purpose (i.e. athletic use), although a large percentage of the products are used for either leisure or casual purposes. It produces NIKE Brand and Brand Jordan product offerings in seven major categories: men's training, women's training, running, basketball, football, NIKE sportswear, and action sports (I.e. hiking). Furthermore Nike also made and markets products for kids, as well as for other athletic and leisure purposes such as football,

Nike began as Phil Knight’s semester-long project to develop a small business, which included a marketing plan. This project was part of Phil Knight’s MBA course at Stanford University in the early 1960s. Phil Knight had been a runner at the University of Oregon in the late 1950s. His idea for his project was to develop high quality running shoes. He thought that high quality/low cost products could be produced in Japan and then shipped to the United States to be sold at a profit. His professor thought that Knight’s idea was interesting, but not much more than a project.

Before Nike came into existence Nike's brand was conceptualized at the University of Oregon .at university bill Bowerman was knights track coach.. After his running days were over at university knight enrolled at the prestigious Stanford business school for his master's degree in finance. Whilst