Marketing Mix And The Marketing Mix Of Nike

Nike, Inc. sought professional athletes to endorse their athletic shoes and in 1985 contracted with Michael Jordan. Michael's success in sports and his endorsement of a personalized Nike brand brought in over $100 million in the first year (Kotler & Keller, 2009). Nike has continued to market successfully with their "Just Do it" campaign and their targeting women athletes.

This report is part of Introduction to Business subject (MGT1101). The topic is Nike Inc. This report was written to give the reader an insight into Nike Inc. This report was written to show the reader different aspects of the company, how it was established, what it has to offer and some general knowledge of the company that may be interesting and useful. In this report we will take you through Nike’s journey in becoming such a successful and well known brand and how it maintains its standards and keep the company alive also the struggle of competing with other heavy weight companies in the same industry.

Nike is the well-known supplier of athletic sport shoes and sport apparels. Nike provides good design, brands, packaging and features such as warranty and after sales service for their products. They also provide customization service wherein customers are able to design their product based on their preferences. The customization service is available on Nike’s website. Nike provide one year warranty for their products and after sales service that offer an option for replacement if the products are damaged or contain defect caused by the manufacturer. Other than that, Nike also cooperation with other brands such as Apple iPod with their Nike+ sport shoes for jogging.

This point going forward will be use to focus on different promotional activities and its impact on Nike . The promotional team of Nike will use different forms of promotion to achieve its business, promotional and marketing objectives . Nike uses both above the line promotion and below the line promotion .Above the line promotion is a form of promotion that is undertaken by a business by paying for communication with consumers or it is a type of promotion that company’s do not have direct control over. This advertising involves communicating information about products with mass media such as Television,Radio , Newspaper , Magazines , Internet , Yellow pages , etc. Below the line involves the use the use sales promotion, direct email and Sponsorship which the company has direct control

In this paper, we present an elaborate analysis of the marketing mix employed by Nike in its marketing strategy. The marketing mix is conducted on the basis of the concept of "marketing mix" which is usually referred to as the "4Ps" as an important means of effectively interpreting as well as translating the marketing strategy into practice as noted by Bennett (1997).A recommendation is also provided.

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

Nike has revolutionized the way sportswear is sold and worn in today’s economy. They have found a way to sell gear that is made for athletics but is used in the everyday life of many generations. Nike has changed the social culture of many people. This is done through various methods of endorsements. Nike has perfected the art of advertising by finding the right formula of different ad styles.

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

However for people in the 30 to 50 years old group, they don’t worship celebrities too much. The advertising can be focused on Nike’s brand identity and long history as well as great achievement, showing Nike’s brand personality of bravery and venturing spirit. For example: in the golf sector, Nike would sell not shoes but the athletic ideals of determination, individuality, self-sacrifice and winning.

When thinking of Nike, they are shoes and clothing how can they market their brand through something that people within our society can look up to and want to be just like that. The answer is Athletes. Nike right now has many different types of Athletes, which are the best at that sport on their team. Tiger woods, he is the best golfer to ever play the game and still is, he was the youngest person to ever win the PGA Tour and was named the number 1 player in the world for 162 weeks straight,(which is the longest streak ever), he has 9 different records within golf and is one of the most recognized professional athletes in the world. Lebron James, is right now the best player in the NBA (national basketball association) he currently has 3 championship rings and currently is in the mix of maybe beating Michael Jordan who currently is “the best player in NBA history”, which he still has his contract with Nike as well. Nike is able to create different styles within these Athletes, for example The Jordan series, or Lebron series or even Tiger apparel and series. These athletes are the face of Nike and bring in the entire customer base to the level of fans these players have. All younger adults that play basketball only want these types of shoes due to them being the signature to those shoes. The task Significance is massive for Nike and brings in their revenue of 30.8 billion due to these athletes being the face of Nike. Next category we will be discussing is Skill Variety. Nike all started from a back of a van being sold just to get a paycheck and feed himself. The name is Phil Knight, he was a track star that had a very bright future within this field, and had help from a track trainer/past Olympic runner Bill Bowerman. Phil was an entrepreneur, who had a dream that was very thin and unrealistic, but Bill was able to make that dream into a reality, with Phil’s ideas and methods

The marketing environment impacts and surrounds upon theorganizations.The collection of non-marketingwill influencing that have an impacts on a marketing manager's aim with customers. The overall for the market environment for a business or organisation is made up of the macroenvironment and microenvironment. Macroenvironment is consists of broader societal influence while the microenvironment is includes company related influences.

Nike’s main strategy revolves around product branding. Their brand compromises of a swoosh logo which is accompanied by a message of “just do it”. The logo was imprinted on all of their products with the message developed to express the individuality of their target group. The branding was further promoted by Nike’s relentless approach on the quality of their product as demonstrated when considering overseas business opportunities, quality must not be compromised in order to do so. This ensures consumer satisfaction and loyalty towards Nike.

The company I am presenting is Nike which was founded in 1965 by the athlete Phil Knight. Nike is a well known brand which is selling its products worldwide and has 36% of the market share.

NIKE gives considerable attention to the marketing activities. It is one of the biggest reasons is so successfull. NIKE is popularising their clothings and sports equipment while using famous people, usually important people in sports, to be their promoters. That is shown as werry successfull and thanks to that selling is in big rise.

There are few actors in the microenvironment of the company. First of all, the biggest threat that faces Nike is competition from other large sporting good companies such as Adidas and Puma. The sports apparel market will retain its consistent growth, therefore, focusing on control of the market is the most important step for Nike. As the industry is made up of a few large companies with similar products it is critical that Nike is able to differentiate itself from the others with better technology, higher quality products, and a stronger sense of environmental and social responsibility. (Gary Gonzalez. 2011)