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What Is The Marketing Mix Of Nike

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ABSTRACT:
India is the second largest footwear producer in the world, with footwear production of approximately 9 per cent of the global annual production, accounting to 2.1 billion pairs, of which 90 per cent are internally consumed while remaining is exported primarily to the United Kingdom, Germany, USA, Italy and France, as per market analysts. Common Indian public is demanding stylish and branded footwear in their day to day lives. It has become as important as clothing and apparel. In this article, we will discuss various international brands like Nike, Puma, Woodland in India, their marketing mix and marketing strategies.
Keywords: Marketing Mix, Marketing Strategies, Price, Product, Place, Promotion, Footwear Industry.

Nike:
Nike, Inc. is an American multinational corporation that is in design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971.Nike has been present in India since 1996. It has around 200 stores at present in India, which currently operates through a network of local distributors and retail partners.
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It has been pushing the technological boundaries of innovation to offer its customers new products and also differentiate itself from its competitors. Somewhere in its evolution, Nike also realised the importance of hi-tech gadgets in day-to-day lives. So, it started to combine new products with hi-tech solutions to give unconventional capabilities to a customer of sportswear. The following broad categories represent Nike’s product mix:
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