4P's Marketing Mix Nike Marketing Mix Nike Essay

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4P's Marketing Mix

Nike Marketing mix

Nike as a company was initiated by two visionaries from Oregon, Bill Bowerman and a runner at that time for the University of Oregon Phil Knight. They were then working together in athletic with Knight being the runner supervised by Bill. Bill saw the endless possibilities that existed within people in terms of sports potential and it was with this that they set the tone for the company in 1972. This has remained the inspiration that runs the company to date and keeps the employees of the company from one generation to the other motivated to uphold the motto of the company (Nike, 2011). The company has grown from being a U.S. based footwear distributor to a mega world supplier of athletic shoes, equipment and apparel whose dominance is unrivalled in the entire globe.

The goal of the company is to have a legacy of innovative thinking in developing products that assist athletes in every level of ability to achieve their best potential. The company also strives to create opportunities in business that helps set apart the company from the competitors as well as providing the worth value to the shareholders of the company.

The company has successfully established a stable brand community and brand portfolio that include fully owned subsidiaries like the Cole Haan, Hurley International LLC, Umbro Ltd., Cole Haan, Converse Inc. And NIKE Golf. All these subsidiaries work towards achieving the ultimate goal of Nike Inc. Of making the best out of athletes.

The world headquarters of Nike Inc. is located next to Beaverton, Oregon, at the suburbs of Portland though the birth place of the company was Pacific Northwest. The company currently operates actively in 160 countries around the world. It is estimated that it employs, directly or indirectly, close to one million people through the shippers, suppliers, retailers and other service providers. This number includes more that 35,000 employees of Nike across the six continents.

Nike has made its presence in many countries as mentioned above and some of the most prominent countries in the Nike list of domination are China (where it is said Nike opens 1.5 shops each day on average) (Matthew Forney at.al.

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, 2004), India with its new and richer brand of consumers (Marketing Teacher Ltd., 2000), Dubai where Nike sells sportswear to big teams and the local squads as well as people opening multi-million stores just for Nike brand (The National, 2011) and the U.S.A. where Nike stores are found in literally all the cities of the U.S.A.

Marketing Mix for Nike

Nike is known to be one of the multinational companies to embark on serious marketing mix as s strategy to establish their brand across the globe, consequently it has one of the strongest marketing mix in it area of operation. Nike is also known to adopt more of the pull strategy which has helped it to establish a strong position and standing among its competitors like Reebok and Adidas. The 4Ps marketing mix is as below:

Product: Nike is known to assemble a wide range and variety of apparel, shoes and equipment which form its top-selling categories in terms of the products involved. The company began selling the athletics bags and accessories in 1979 and now with their subsidiary called Cole Haan providing a range of line of dress and casual footwear and accessories that women, men and children find appealing, Nike presents even a wider product range.

The company also has head gears for offer under their Sports Specialties brand, they also manufacture and distribute skate blades, ice skates, in-roller skates, hockey sticks, protective gear as well as hockey accessories and jerseys. In general, Nike invests in products that deal with running, basketball, cross-training, outdoor activities, tennis, golf, soccer, baseball, football, bicycling, volleyball, wrestling, cheerleading, aquatic activities and other recreational activities (Marketing Mixx, 2011).

Price: the pricing that Nike uses is meant to be competitive as compared to the other shoe dealers. Their pricing is purely based on the premium segment as the target customers. This is a marketing mix that has been used by Apple Inc. And has worked very well for them just as it is for Nike.….....

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