Nike Marketing Process

The global trends are to be fashion and personality. So Nike change its marketing strategies and products design to become more fashion and focus on the youth consumers. It brings risks to Nike because in the traditional mind of customers, they consider Nike only sell the athletic products. The fashion or the changing style products is unimaginative for customers to purchase. Not all the customers can follow the changing of Nike. Therefore, Nike should analyse the market and customers' preference as well as customers'

The sportswear industry is dominated by Nike and Adidas, which together hold around eighty three percent of the industry’s market share in revenue (Biddnessetc). Since both have such a high demand of customers they have created multiple distribution centers in the United States and in other countries. To stay ahead of the other industries both companies concentrate on promoting and creating new and innovative products.

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.

The aim of this paper is to use the “Nike - The art of selling air.” case study and concepts from strategic marketing theory to identify marketing challenges and how those challenges could be best addressed using marketing principles. The paper will:

Advertising is one the most common and successful way of getting customers to see your product or brand. It is a way to manipulate and is intentionally deceptive in the sense that tries to prey on people’s weaknesses. In our daily lives, we are constantly bombarded by advertising in many forms and these companies are always looking for different kinds of schemes to draw our attention and Nike is one of them. We all

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.

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.

Nike considers their structure a “Matrix Organization” (Nikebiz.com, 2010). This structure allows Nike to deal with the fast-moving market and keep their industry leading position. It can be costly, but has proven to be well worth the money for Nike. All work is collaborative; team members report to two areas; known as, geography and the global function area (Nikebiz.com, 2010).

     History: NIKE, Inc. is engaged in the design, development and worldwide                 marketing of footwear, apparel, equipment and accessory products. The                 Company sells its products to retail accounts and through a mix of            independent distributors, licensees and subsidiaries in over 120 countries            around the

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.

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.

A comprehensive analysis, using market data and market research, allows us to assess all areas affecting Nike’s strategic direction:

Nike, Inc. has been the world’s leading innovator and provider in athletic footwear, apparel, equipment and accessories for 50 years. Their mission has been to bring inspiration and innovation to every athlete in the world; if you have a body, you are an athlete. Arguably one of the most innovative companies in the world, Nike has built its brand into an iconic world-class powerhouse that continues to dominate the market with no signs of slowing up. Nike’s marketing and advertising have been breakthrough, aspirational, and legendary over the years, featuring high-profile athletes and heroes.