Nike is well known as one of the most popular sports brands in the

world on the market. Since its inception in 1964., Nike’s popularity

has only grown and the company has increasingly made its way to
the top among its competitors.

When I started my research about the company, the first few questions I had
were: How do they achieve that? How come they are the best on the market for
so long?

All of my doubts and questions were solved by reading about their marketing
mix strategy!

1. Make a unique product

Nike designs, develops, and sells a variety of products to help in playing

basketball and soccer (football), as well as in running, men’s and women’s
training, and other action sports. Under its namesake brand, Nike also markets
sports-inspired products for children and various competitive and recreational
activities; it also sells sportswear under the Converse. Although this
description looks just like any other company who sells sports clothes and
shoes, Nike stands out by selling some unique products on the market. Shoes
are Nike’s flagship product. Their USP (unique selling proposition) is that they
provide the best quality shoes for athletes and fitness in general

That is why they invented Nike Adapt and from this year Nike GoFly Ease as
well. Nike adapt is a “breakthrough lacing system that electronically adjusts to
the shape of your foot.” Isn’t that just amazing?
Nike Adapt, self lacing shoes. Image credits: Nike.
Control your shoes with an official phone app. Image credits: Nike.

On the other side, they released GoFly Easy model this year, Nike’s first ever
hands-free shoes. Another unique product which is usable to all generations
and all people in the world, but the original intent was to make shoes more
accessible and easy to use for disabled athletes.
First “hands-free” shoes. Image credits: Nike.

2. Combine more pricing strategies in order to keep with

improvements

Nike is using different types of pricing strategies. Nike focuses on delivering

the highest quality products at the right price to ensure the best customer
experience whereas the other companies use the idea to sell products at the
cheapest rate as it will generate more sales. That is when they used value-based
pricing strategy.

Nike applies a price skimming type strategy whenever it produces expensive

products especially which are limited editions. By implementing this strategy,
Nike tries to skim money from the customers who want the product and are
willing to purchase it at that price.

With the help of price leadership strategy, the company can determine its
product prices, uses competitive prices, and set attractive prices for different
market segments according to its market dominance.
From Nike’s pricing strategies, we can understand that Nike upholds its
position as the market leader in the athletic footwear market and it has shown
that this company is a true force to be reckoned with.

3. Make your service available from anywhere

Products from Nike can be purchased in stores all over the world, and even on
their online shop nike.com. Nike is company that is using all of the
opportunities that are given by modern times. Products are selling in more
than 700 shops all over the world. They are having offices in over 45 countries
outside of US, but they offer online services as well as physical studios in
different countries around the world.

4. Promote your products and have a special message

Lifestyle is what Nike represents. Every commercial aspires customers to live a

healthy life and to find their own progress. That is called emotional benefits.
There is no much of a showcase of their products in the advertising, and there
is focus on strength of our mind. When a successful athlete is talking about
their story, it has some personal meaning to all of us that are watching and
learning from it. Meaning of that story is even bigger to people who are into
sport, and for people who need to find a motivation to start with „better life
and better habits”.
Just do it campaign by Nike. Image credits: Nike.
5. Have employees who will really represent your work

According to Forbes Nike encourages its employees to participate in making

positive impact. Nike encourages volunteering, so they treat all employees
equally by telling them that ”if you want to do something in the place where
you will connect to your purpose, we are going to support you”. Nike matches
employee donations and offers volunteer pay, which means that Nike gives
employee 10$ per hour for hours volunteered that they can donate to the
organization they choose. That is the contribution of all employees from Nike
so it does not matter on which position you work in the company.