“Before there was the Swoosh, before there was Nike, there were two visionary men who pioneered a revolution in athletic footwear that redefined the industry.” Bill Bowerman and Phil Knight became partners around the late 1950’s. In the 1960’s they came to mutual agreement to start an athletic shoe company called Blue Ribbon Sports, they pledged $500 each and placed their first order of 300 shoes in 1964. “They selected a brand mark today known internationally as the “Swoosh,” which was created by a graphic design student at Portland State University named Carolyn Davidson.
The new Nike line of footwear debuted in 1972, in time for the U.S. Track & Field Trials, which were held in Eugene, Ore. With a new logo, a new name and a new design innovation, what BRS now needed was an athlete to endorse and elevate the new Nike line. Fittingly for the company founded by Oregonians, they found such a young man from the small coastal town of Coos Bay, Ore. His name: Steve Prefontaine. Nike entered the 1980s on a roll, thanks to the successful launch of Nike Air technology in the Tailwind running shoe in 1979. By the end of 1980, Nike completed its IPO and became a publicly traded company. This began a period of transition, where several of Nike’s early pioneers decided to move on to other pursuits.
Even Phil Knight stepped down as president for more than a year in 1983-1984, although he remained the chairman of the board and CEO. Buoyed by a series of successful product launches and marketing campaigns, Nike entered the 1990s by christening its beautiful world headquarters in suburban Portland, Oregon. In November of 1990, Portland became the first home to a new retail-as-theatre experience called Niketown, which would earn numerous architectural design and retail awards and spawn more than a dozen other Niketown locations around the USA and internationally.” (http://nikeinc.com/pages/history-heritage) Nike is a world known sports shoe giant company. It is the largest seller of athletic footwear in the world, holding the greater share of 33% of the global market. It is known for its famous “Just do it” slogan. It is a popular item among the American culture and other cultures. Although it was produced for the athletic arena, people wear it for everyday fashion.
Product: Nike produces an array of sports equipment. Their first products were track running shoes. They currently also make shoes, jerseys, shorts etc. for a wide range of sports including track & field, baseball, ice hockey, tennis, football, lacrosse, basketball and cricket. Nike Air Max is a line of shoes first released by Nike, Inc. in 1987. The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SB shoes, designed for skateboarding. They also have another brand named Cole Haan, this brand also carries casual footwear, accessories for men, women and children and a line of dress.
“They sell small amounts of plastic products to other manufacturers through Nike IHM, Inc. Bauer Nike Hockey Inc. manufactures and distribute ice skates, skate blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories.” (http://suite101.com/article/audit-on-nikes-marketing-strategies-a94404.) Nike is well known and popular in youth culture, and hip hop culture as they supply urban fashion clothing. Nike recently affiliated with Apple Inc to produce the Nike+ which monitors a runner’s fitness and calorie loss using a small device attached between the sole and the heal of the shoe which interfaces to the iPod or other mobile Apple devices.
Nike’s pricing is designed to be competitive to the other athletic shoe retailers. The pricing is based on the basis of exceptional compartments as to target customers. Nike uses vertical integration in pricing wherein they own participants at varying channel levels or engage in more than one channel level operations. This is also an attempt to impinge pricing practices and control cost. Nike as a brand commands high premiums.
“Today, Nike continues to seek new and innovative ways to develop superior athletic products, and creative methods to communicate directly with our consumers. The company has continued to expand in new ways, including strong growth in China and a deal to become the official sponsor of the National Football League (NFL) beginning in 2012.” (http://nikeinc.com/pages/history-heritage).
Nike advertises in every channel known to man. One of their biggest ways of promotion is via commercials using successful athletes to advertise their athletic gear. Nike uses the utmost athletes on the planet to send powerful but yet simple messages to its consumers. For an example, Nike used Lebron James (professional basketball player) in which he promotes his new line of athletic wears with a speech in how he sets his goals and expectations and defines his legacy through determination. The main goal of Nike promotions is to show the consumer that with their product you are able to exceed expectations and rise above.
Nike products are sold by multi-brand stores and the distinguished Nike stores all around the globe. Nike sells its product to numerous retail accounts in the U.S. and in hundreds of 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 pressures because the 4Ps of marketing are managed by distributors.” ((http://suite101.com/article/audit-on-nikes-marketing-strategies-a94404).
“Nike has contracted with more than 700 shops around the world and has offices located in 45 countries outside the United States. Most of the factories are located in Asia, including Indonesia, China, Taiwan, India, Thailand, Vietnam, Pakistan, Philippines, and Malaysia. Nike is hesitant to disclose information about the contract companies it works with. However, due to harsh criticism from some organizations like Corp Watch, Nike has disclosed information about its contract factories in its Corporate Governance Report.”(http://nikeinc.com/pages/history-heritage)
Therefore, marketing mix is a basic step towards effective strategy. Other strategies are more related to environment and achievable strategies, the 4 Ps of marketing including the product itself, pricing, place and promotion are the four legs of the table on which the path of an organization’s marketing success is actually dependent. Nike’s brand power is one reason for its popularity and high revenues. Nike’s uses its quality products, athletic influences, loyal customer base, and its great marketing techniques all contribute to making the shoe empire a huge success. Nike’s global success has made a mark on all athletes and their endeavors.
University/College: University of Arkansas System
Type of paper: Thesis/Dissertation Chapter
Date: 17 November 2016
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