The 4P's On Nike

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The 4P's On Nike

the 4p’s on nike!

introduction: nike is a global sports shoe giant company. It is the largest seller of athletic
footwear in the world, holding the lion share of 33% of the global market. The company has
production facilities in Asia, sales facilities in almost 200 countries, and customer service and
other operational units worldwide.
          The marketing mix or the 4p’s of marketing are product, price, place and promotion. Nikes
4p’s are the following:
1. Product
Nike offers a wide range of shoe, apparel and equipment products, all of which are currently its
top-selling product categories. Nike started selling sports apparel, athletic bags and accessory
items in 1979. Their brand Cole Haan carries a line of dress and casual footwear and accessories
for men, women and children.
            They also market head gear under the brand name Sports Specialties, through Nike Team
Sports, inc. They sell small amounts of plastic products to their manufactures through Nike IHM,
inc. Bauer Nike Hockey inc. Manufacturers and distributes ice skates, skate blades, in-roller
skates, protective gear, hockey sticks and hockey jerseys and accessories.
2. Price
Nike’s pricing is designed to be competitive to the other fashion shoe retailers. The pricing is
based on the basis of premium segment as target customers. Nike as a brand commands high
premiums. Nike’s pricing strategy makes use of vertical integration in pricing wherein they own
participants at differing channel levels or take part in more than one channel level operations.
This can control costs and influence product pricing.
3. Place
Nike shoes are carried by multi-brand stores and the exclusive Nike stores across the globe. Nike
sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around
the world. In the international markets, Nike sells its products through independent distributors,
licensees and subsidiaries. Independent distributors need not adapt to local...
MARKETING CHANNELS
Promotional activities in shopping malls and department stores are the most popular promotional and
sales activities, followed by discount/price reduction, TV commercials, discount coupons, promotional
stands, exhibitions, buy-one- (or more) gets-one-free.

1. Introduction:

The story of Nike Company started in the year 1962 when an accounting student from Oregon University
Phil Knight and middle-distance runner Bowerman started a “crazy” idea to import innovative sporty
shoes from Japan   into USA. The beginning was encouraging and in the year 1965 the first full-time-
employee joined the company a middle-distance runner called Johnson. Following, in 1966 the first
retail store opened its door under the name of Nike Inc. Starting with 500$ capital and a handshake ,
after 35 years Nike Company is the biggest sports shoe and sportswear company in the world.

Nike Inc is counting on the Marketing mix of the 4P’s to continue it’s growing pace and maximize profits.
Although all 4P’s are important for the company, product and promotion are the areas where Nike is
most striving to achieve.