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Marketing Strategy of Nike Inc.

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Marketing Strategy of Nike Inc.
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Anjali Khurana
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Marketing Strategy of Nike Inc. - December 7th, 2010

Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel[4] and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.

The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.

Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion.

Its promotional activities include agreements for product sponsorship with professional athletic teams, celebrity athletes, and numerous college athletic teams. Nike is involved in the production of goods for a wide variety of sports, competing with every sports fashion brand in existence. Because of the absence of any single brand that rivals the products of Nike, the company has no direct competitors, with the exception of German company Adidas. This has helped popularize the brand worldwide in all areas of sport and sports fashion.


Marketing strategies
Brand image

Web site of the Nike

Customer preferences

Update itself timely

Product diffrentiation




4Ps of Marketing
Product

Price

Place

Promotion
Advertisement strategies
Customer’s feedback
very light to walk

I feel comfortable

Hug my feet

Nike “ JUST DO IT”
Competitive Strategy
Competitive Advantage – something which gives the organisation some advantage over its rivals

Brand Positioning and Brand Architecture
Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).





Labor Practices
Poor Labor Practices in Asian Countries

Child Labor in Cambodia and Pakistan

Vigorous overtime

Paid below low wages

Verbal abuse and sexual harassment

Poor Health and Safety conditions

Poor medical facility

Restrictions on drinking water


Company should follow Corporate Social Responsibily
Nike should hier 3rd party for audits
Nike should work with General Federation Of Labor and Labor Union
Nike should work with other shoe manufacturers, provides fair wages to the workers
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Jitendra Mazee
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Re: Marketing Strategy of Nike Inc. - October 30th, 2017

Quote:
Originally Posted by anjalicutek View Post
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area. It is the world's leading supplier of athletic shoes and apparel[4] and a major manufacturer of sports equipment with revenue in excess of US$18.6 billion in its fiscal year 2008 (ending May 31, 2008). As of 2008, it employed more than 30,000 people worldwide. Nike and Precision Castparts are the only Fortune 500 companies headquartered in the state of Oregon, according to The Oregonian.

The company was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight,[1] and officially became Nike, Inc. in 1978. The company takes its name from Nike (Greek Νίκη pronounced [níːkɛː]), the Greek goddess of victory. Nike markets its products under its own brand as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Skateboarding and subsidiaries including Cole Haan, Hurley International, Umbro and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008.[5] In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high profile athletes and sports teams around the world, with the highly recognized trademarks of "Just do it" and the Swoosh logo.

Nike, Inc. is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favourable brand image, has evolved into a large multinational enterprise. In keeping with the brand image is its association with the distinctive logo and its advertising slogan, "Just do it." In order to maintain and sustain this image, the company makes huge investments in advertising and brand promotion.

Its promotional activities include agreements for product sponsorship with professional athletic teams, celebrity athletes, and numerous college athletic teams. Nike is involved in the production of goods for a wide variety of sports, competing with every sports fashion brand in existence. Because of the absence of any single brand that rivals the products of Nike, the company has no direct competitors, with the exception of German company Adidas. This has helped popularize the brand worldwide in all areas of sport and sports fashion.


Marketing strategies
Brand image

Web site of the Nike

Customer preferences

Update itself timely

Product diffrentiation




4Ps of Marketing
Product

Price

Place

Promotion
Advertisement strategies
Customer’s feedback
very light to walk

I feel comfortable

Hug my feet

Nike “ JUST DO IT”
Competitive Strategy
Competitive Advantage – something which gives the organisation some advantage over its rivals

Brand Positioning and Brand Architecture
Establish the structure of features, functional and emotional benefits and align them to what are perceived by consumers as cost-of-entry (required), motivating (differentiated), or crucial (inspired).





Labor Practices
Poor Labor Practices in Asian Countries

Child Labor in Cambodia and Pakistan

Vigorous overtime

Paid below low wages

Verbal abuse and sexual harassment

Poor Health and Safety conditions

Poor medical facility

Restrictions on drinking water


Company should follow Corporate Social Responsibily
Nike should hier 3rd party for audits
Nike should work with General Federation Of Labor and Labor Union
Nike should work with other shoe manufacturers, provides fair wages to the workers
Hey anjali, thanks for your contribution and providing the marketing strategies report on Nike Inc which would really help many students and professionals. BTW, I am also going to share a document on Nike Inc for helping others.
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