Nike : Mixing The Business And Marketing Mix Of Nike

Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place.

Nike started to open up manufacturing factories in countries like Indonesia, Pakistan and Vietnam. Due to the wants of Nike to increase their revenue they tried to outsource the labor of their products since labor work in the US is very high and expensive. This was a bad idea due to that Indonesia pays their workers extremely low wages. Pakistan doesn’t have an age limit for them to be able to legally to work so many children in Pakistan were making

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.

Today Nike Inc is the largest manufacturer of sports footwear, apparel and equipment with worldwide revenue in excess of $25 billion in 2012 under various labels including Nike, Nike Golf, Converse and Hurley. Seventy percent of the company’s value is derived from footwear and apparel sold under the main brand Nike with Nike footwear commanding a market share

Nike has totally changed the sports footwear and sportswear market. Nike's huge selection of merchandise consists of specialized workout equipment, footwear, clothing, accessories and sports components. Nike is among the world's biggest brands and a leader in the sportswear industry because of their advertising, innovative products and sponsorship of top teams and

NIKE, Inc. designs, develops, markets and sells footwear, apparel, and equipment, accessories and services. Its athletic footwear products are designed primarily for specific athletic use, although a large percentage of the products are worn for casual or leisure purposes. It focuses on NIKE Brand and Brand Jordan product offerings in seven key categories: running, basketball, football, men's training, women's training, NIKE sportswear, and action sports. It also markets product designed for kids, as well as for other athletic and recreational uses such as baseball, cricket, golf, lacrosse, outdoor activities, football, tennis, volleyball, walking, and wrestling.

Nike uses emotional context to appeal to a sports player mind. “Just do it”, Nike’s slogan, is encouraging athletics across the world to go on the field or gym and give it their all. Without seeing or directly experiencing the product, they convey a feeling to the audience to experience what it would be like to use their products. The main purpose of the Nike website is to adapt their audience to this ultra world of sports. Nike gives you the ability to do anything. Nike is a creditable source for quality sport clothing. They have contracts with Professional teams. When addressing counter arguments Nike has made it known to the world that they product the best athletic wear. Since being around from the 1960s Nike have been beating other competitive companies, such as Reebok, Adidas, and Under Armor. Stated by Hoover’s, Nike has 8 billion more total revenue then Adidas. They have been number one in their market for years. They challenge they best competitors, on Nike home page website they have the Jordan Jumpman label. Jordan is he greatest basketball player. With Jordan being with Nike there is no way none for the basketball audience to use a different brand then Nike.

Business level strategies are plans that a firm forms to describe and project how it intends to build a sustainable competitive advantage, over its competitors in a discrete market (Furrer, 2010, p. 1). These strategies have changed the nature of competition in industries, and paved way for further developments in product quality and cost. Business level strategies employed by Nike work mainly in two forms, that is, competitive strategies and corporative strategies (Furner, 2010, p. 1). By looking at the different business level strategies Nike has employed, this essay will explain how it has had such a massive impact in the Sports and Apparel industry it now leads.

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

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 is one of the most recognizable brands in the world. It is not only renown for its high quality athletic apparel but it is also known as one of the best manufacturers and designers for sporty fashion for both the gym and the streets. Nike is among the sole companies that took note that, “Americans are wearing yoga pants, running gear and basketball shoes not just to-and-from the gym, but also around town.” (Fortune). Active wear is suddenly chic. They noticed that Americans find that athletic gear is comfortable after all. Analysts say that the attention manufacturers are making to fabrics and new colors and styles have helped to broaden the category’s appeal. “Active wear is booming, with sales growth exceeding that of the apparel market as a whole, consumers are drawn to its comfort and versatility, and the fact that it still makes a fashion statement.” (NPD analyst Marshal Cohen). Part of Nike’s success in 2015 is because the company altered its marketing strategy, it moved away from a single-slogan approach in favor of a targeted advertising campaign. The company’s social media and Internet based marketing practices and the Nike ID personalization website that allows customers to design their own footwear is one of the few features that makes Nike stand out from the rest. All of this information is provided on ‘Nike Digital Sport’, a part of the company that makes personal performance tracking devices and software that allows the company to obtain user data.

NIKE‘s unique value proposition has been on the innovative design, finesse and quality of their Product line. Innovation has been a constant driving factor of NIKE since its inception.

Mythology to society is just ancient past, but essentially it’s not. It’s thriving and very alive. Take a trip to your local mall and check the footwear department of any sporting store and there you’ll find the goddess. The name Nike characterizes the goddess who exemplified victory on the battlefield. In retrospect, if persons were asked the name Nike, Greek mythology is least expected to arise. The name Nike is now renowned as the most iconic brands around the globe. Though, not many people know the story it all began selling shoes from the trunk of a car. The crazy idea that emanated from Phil Knight that grew to become the global phenomenon today. This study will give insight into the creation, growth, and evolution of Nike.

Nike’s management understands how important a relevant strategy is in the global environment, as Don Blair, Nike’s CFO, stated “...we are refocusing our efforts, increasing our investments in innovation, using our voice for stronger advocacy and looking at how we incubate new, scalable business models that enable us to thrive in a sustainable economy.”

Marketing mix is nothing but a critical mix of right amount of efforts and mechanism that is made up of the product that an organisation offers, market segmentation and the marketing strategy, selling the product at the right price and to the right customers through right people.