NIKE MARKETING MIX

STRATEGY (4P’s)

PRESENTED BY:
Aditya Sharma Sourav sarkar
Goutam Soni Devusri Matalia
Zoha Adil Khushi Srivastava
Jasprit Matharu Jyoti Kiran
About Nike
• Nike Inc. is an American multinational corporation founded on
January 25, 1964, by Bill bowerman and Phil Knight.
• It is engaged in the design, development, and manufacturing of
sports footwear, apparels, equipment, and services.
• It is the world’s largest supplier of athletic shoes and apparel and a
major manufacturer of sports equipment, with revenue in excess of
US$24.1 billion in its fiscal year 2012.
• The company sponsors many high-profile athletes and sports team
around the world, with the highly recognized trademarks of “Just
Do It” and the swoosh logo.
• The brand has evolved over the years with changing times and
needs and has modified its marketing mix accordingly to maximize
its growth and profit.
Nike Product Strategy
• Nike has a wide range of product that offers to its target customers.
The Marketing Mix of Nike consists of products which fall under
below three categories:
1. Footwear
2. Apparel
3. Equipment and Accessories
• Nike has different products for different customers segment and
over the years have added to the width and depth of its product
basis the changing needs of its customers.
Nike Price/Pricing Strategy
Superior Quality Demands a Good Price. 
• The company uses Competitive and Skimming pricing strategies for
its customer base and normally targets upper middle class and high-
end customers.
• Nike is known for its superior quality and world-class shoe designs
and successfully manages to provide value for money to its
customers.
• For the products which are not run of the mill and are limited
edition, Nike uses Skimming pricing strategy.
• For the normal products which are in competition with its
competitors like Adidas, Puma, Reebok, the company use
Competitive pricing strategy to cut competition.
Nike Place & Distribution
Strategy
• Nike uses both offline and online channels for the promotion
of its product.
• For offline, channels Nike uses its own dedicated Nike outlets
and multi-brand outlets for distributing their products.
• The company has set-up different outlets and partnered with
different multi-brand outlets in different cities of the country
to reach out to the mass audience.
• For online channels, Nike uses e-commerce websites like
Myntra.com, Flipkart.com, Amazon.com etc to promote their
products. Nike is using these channels to sell their new
launches in footwear, sportswear etc.
Nike Promotion & Advertising
Strategy
Just Do It

Go Beyond your limits |   Achieve Greatness |  Don’t Quit |  Make Impossible Possible

• Five different statements but they all mean the same thing and have the same
essence- That’s what Nike as a brand promotes through all the promotion that it
does.
• Nike uses a proper mix online and offline channels for promotion and creating
awareness.
• Nike is known for creating some world class advertisements that are inspiring
and high on energy quotient.
• It sponsers different sports and also have same famous personalities as its brand
ambassadors.
• On digital or online front, Nike experiences some huge fan following on its
Instagram, Facebook and YouTube channel. Nike successfully leverages these
channels for their brand promotion and for creating awareness about their new
launches.
Competitors/Competitive
Pressures
• Nike’s competitors consist of any brand that is selling sport shoes
and apparel, especially brands like:
1. Puma
2. Adidas
3. Reebok
4. Asics
• The brand faces fierce competition in every aspect of the business
like its product offerings, technologies, marketing, pricing, costs of
manufacturing and customer services.
• One of the biggest competitive pressures that Nike faces is the
placement of their store.
•  Another competitive pressure that Nike is facing is the competition
for superstar endorsements. 
•  Another competitive pressure that Nike is facing is the constant
battle for the lowest prices
Conclusion
• Nike’s marketing strategy is to continuously improve its products and
services. It does this through measures of product movements,
assessments of their competitor’s products and innovation.
• They have achieved competitive edge through the employment of
sound marketing techniques in the four aspects hence their
performance.
•  Their success continues to grow and they now hold 33% of the
market in the sports shoe section which is the highest and coming in
a close second is adidas with 22% of the market. Their aim is to
dominate 50% in the next ten years.