Marketing Analysis: The Marketing Mix Analysis Of Nike

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.

“Marketing Mix” is made up of 4P’s of marketing. This tool blends these variables together to produce the results it wants to achieve in its specific target market. “Brand Position” mentions to consumer’s reason to buy the products in preference to others.

Companies today face many challenges to maintain market share and differentiate themselves from a highly competitive and ever evolving market place. Marketing is crucial to a company’s long term success. The aim of this paper is to use the “Nike - The art of selling air” case study and concepts from strategic marketing

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and

Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity and finally, the retailing of the footwear around the world.

Currently, Nike stand as a leading figure in producing high quality sports and fitness equipment and apparels. Bearing just a simple start of selling Japanese imported shoes from a station wagon has transformed

Brands use different strategies to create competitive advantages to beat with their rivals. Some companies use “Overall Cost Leadership” to increase profit by reducing costs and increase market share by lowering price. Some companies use “Focus Strategies” to select a group of market and tailor its strategy to serve that group. The others use “Product Differentiation” as a strategy to obtain a premium price by making unique products. Nike, with its differentiation strategy, the company is continuing to separate its self from the competitors by using its superior technology and innovation. This paper mainly discusses on the company’s product differentiation and analysis how the company using this strategy to build its brand image and become a market leader in sportswear industry. A brief discuss about Nike competitive advantage which related to its broad differentiation aspect and the company product life cycle are also presented on this paper.

The marketing mix is a combination of 4 P’s (product, price, place and promotion) that should be used in conjunction with each other to ensure a competitive edge over other companies. ‘The marketing mix is designed to produce mutually satisfying exchanges with a target market’.

NIKE is miultinational company and its' main field of affecting is design, development and realisation marketing of clothes, footwear, sports equipment and rest of sport-related things. Even tough it is designed purpously for sports it is used in all other ocasions. It originates in America from 1964. Headquarters of company is sattled in Oregon,but it is under SAD laws.

Marketing mix is one of the most popular terms of the management. Marketing mix includes several terms like place, price, product and promotion these factors hold the key and known as Four P’s and even though there are some other factors like people, process and physical evidence. Any organization either a profit-making or non profit-making has to analyse and understand all these factors because they play a vital role in the marketing environment.

One important issue marketers need to realize is that it is essential to have a heavy commitment and solid customer focus and to attempt to satisfy customer wants and needs. (Kotler & Armstrong, 2012) Companies need to be able to gauge their threats and opportunities to fully understand the different roles in the marketing environment. Environmental forces, such as demographic, economic, technological, etc, can play a huge role in the marketing environment. Nike has been analyzed to give an example of the importance of understanding its marketing environment.

Marketing strategies are generally concerned with 4 Ps; product, pricing, promotional and placement strategies. The focus of these strategies are the objectives to be achieved, meant to ultimately meet the business overall goal of revenue growth. The key to successful marketing is differentiation strategy. If consumers do not perceive Nike as being different from those in the competition, Nike will not win the marketing war. The battle for consumer minds is a battle of perceptions not the products, thus, it is important for Nike to constantly engage with a differentiation strategy and tactical activities to stay ahead as the leader in global sportswear and apparel market.

In 1953, Neil H, Borden took that theories in his teaching. The term "marketing mix" became popularized after Borden published his article, The Concept of the Marketing Mix in 1964.

The four P’s of a marketing mix are as follows, product, price, place, and promotion. Each of these offers a marketing parameter for the management and company team to control. With each marketing tool there are decisions that should be met as far as the business is concerned. Therefore, there is a list for each one that should be analyzed to meet the business standards.

Marketing mix is one of the basic and the very important part of marketing plan. It includes all the elements that are important for an organization from manufacturing to sale of the product. It can be considered as the set of marketing tools that blends together to generate a marketing response in the market. Every organization uses this tool to make its marketing plan. Primarily it consists of 4P’s, but now it is extended to 7P’s of marketing. (Jain, 2013)