TERM PAPER SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT OF DEGREE OF BACHELOR’S IN BUSINESS

ADMINISTRATION

Project- “Understanding Marketing Mix of Nike”

Submitted to- Ms. Priyanka Shrivastava

Submitted by- Harshiv Rai Malhotra

Enrolment No.-A30106421025

Batch-2021-2024

Section-A
 CERTIFICATE

This is to certify that Harshiv Rai Malhotra , student of Bachelor’s of Business

Administration at Amity Global Business School, Amity University Uttar

Pradesh has completed the Term Paper on “Understanding Marketing Mix of

Nike” in Partial Fulfilment of the Requirements for the Degree of Bachelor’s of

Business Administration under my guidance. The report has been checked for

the plagiarism and it is acceptable

 DECLARATION

It is hereby declared that all facts and figures in the dissertation are the product of my
personal inquiry, research, and formal analysis of the complete project work, and that
they have not previously been submitted to any examinations at this institution or any
other university. I realise that if plagiarism is later found, I may be held personally liable. I
have properly recognised and/or referenced all information that was taken from another
source and incorporated into the thesis. This assertion shall be valid and true in my
knowledgeable opinion and with complete awareness.

Date: 30 JUNE 2022

Place: NOIDA

HARSHIV RAI MALHOTRA

 ACKNOWLEDGMENT

I convey my true appreciation to my faculty guide Prof. Priyanka Shrivastava Ma’am, for her
guidance, directions and her supervision and cooperation throughout my project, without which I
wouldn’t be able to complete my project successfully and effectively in the given time frame. For the
successful completion of my project, I want to dedicate my gratitude to her

At last, I appreciatively acknowledge the consolation, patience and support of my family and friends,
who have been there constantly as the source of strength always giving me constant support and
encouragement to achieve my goals in life.

THANK YOU
 TABLE OF CONTENT

S.NO TOPICS PAGE NO.

1 CERTIFICATE 2
2 DECLARATION 3
3 ACKNOWLEDGMENT 4
4 ABSTRACT 7
75 INTRODUCTION 8
6 PRODUCT 9
7 PRICE 13
8 PLACE 14

9 PROMOTION 16
10 CONCLUSION 21
11 LIMITATION 22
12 REFERENCES 23
 ABSTRACT

Organizations utilize the principle of "marketing mix" as a tool to market and

promote their products. The elements of product, price, place, and promotion
are at its core. Thus, it encompasses all key 4P marketing tactics that are used to
promote a business. The term paper outlines Nike's goals and marketing tactics
in terms of its four Ps. It demonstrates that Nike can increase its product line by
providing customers with other related products, such as aerobic products, and
set value-based pricing strategies accordingly. In addition, the financial budget
for this marketing strategy has been explored. It was predicted by looking at
Nike's revenue and marketing spend data from prior years.
 INTRODUCTION
NIKE, Inc. focuses on innovations and exploration by giving athletes access to
products and experiences. Phil Knight, a track athlete for the University of
Oregon, and his coach Bill Bowerman founded Nike in January 1964. It was
formerly known as Blue Ribbon Sports (BRS). Prior to meeting Knight's car,
the business served as a distributor for the Japanese shoes Onitsuka Tiger. After
that, in 1971, BRS and Onitsuka Tiger's partnership was about to come to an
end, and BRS created its own line of footwear that included the Swoosh
designed by Carolyn Davidson. Nike began using the Swoosh in 1971, and in
1974, the U.S. Patent and Trademark Office officially registered it. The
products Nike, Inc. offers now are widely dispersed and accessible all over the
world. It had a profit of $3.27 billion before the end of financial 2015 and
turnover of 30.6B in 2015. Nike is the dominant player in marketing and has
the best marketing mix. It is particularly reliant on the pull strategy, and it has

built its dominance over major rivals like Reebok and Adidas.
The Nike swoosh, which is regarded as the most recognisable emblem in the
commercial world, completely changed how the company has been able to
promote its goods. Targeting strategies include the sponsorship of products by a
variety of professional sports teams, collegiate sports teams, and famous
athletes. Nike has a significant competitive advantage over other businesses in
its industry in this area.
 Product
Shoes, clothing, and equipment are wide range of the items Nike sells. At the
moment, all of these product categories—sports-specific clothes and
equipment—are the best-selling ones (Marketing mix of Nike). Running shoes
are Nike's very first product. In addition to this, it currently has products for
athletics, baseball, ice hockey, tennis, soccer, lacrosse, and basketball, as well as
a wide variety of sportswear, including cricket shoes, shirts, and shorts. They
manufacture different styles of sneakers according to men, women, and kids.

• The Nike Cortez – Retro-looking, the natural fit was originally designed
for running.
• The Nike Air Max – It is the jewel in Nike’s sneaker crown. The first
visible air visible shoe.
• The Air Huarache – Mostly famous under the age of 18. Super
lightweight, high-tech running shoe.
• The Nike Blazer – Casual cool-looking sneakers also used for
skateboarding. Designed to make a big swoosh.
 • The Nike Air Force 1 – Most iconic basketball sneaker. It is popular as a
casual street shoe as well as a sports shoe.
• The Nike Air Jordan - The most iconic streetwear sneaker which is very
comfortable.

Shoes from Nike NYX and Nike SB were first made available in 1987.
Basketball sneaker Nike Air Jordan XX3 with great performance and
environmental design was released in 2008. (4P of Nike). Nike also sells shoes
for racing and other competitive sports, as well as goods for tennis, golf,
skateboarding, association football, baseball, football, cycling, volleyball,
wrestling, cheerleading, and aquatic activities. Recent products: Nike has just
released cricket shoes that are 30% lighter than its competitors', namely the Air
Zoom Yorker and Nike Air Max, and are made for the newest addition to its
range of skates, the Nike 6.0.

(NikeId)

Additionally, NIKEiD is a sub-brand of Nike that enables customers to create

their own customised Nike footwear by offering a variety of shoes in the
colours and fabrics they choose, allowing them to customise any part of the
shoes they like. Customers can produce numerous distinct designs because to
this personalization. Customers can choose from a variety of pre-made styles
rather than having to create their own shoes from scratch. On Nike's website,
you may learn about the personalization process and offers for NIKEiD.
(NikeID).
NikeId
 Price
Nike bases its pricing strategy for its items on both value and premium. Value-
based pricing denotes that while determining product prices, the corporation
takes into account the going rate in the market. They gauge the average
customer willingness to pay for a product prior to determining prices. Nike's
profit over time rises thanks to its value-based pricing strategy.Pricing more
high-quality products than the worth of rival products is known as premium-
based pricing. Nike charges a premium for their high-calibre goods. Prices are
steadily raised by the business, which boosts sales and revenues.

Due to its brand equity, most consumers are willing to spend more money on
high-quality Nike products. Nike does not employ its competitors' low prices;
instead, it uses cost- and value-based pricing. The people who wear expensive
clothing as a status statement are among Nike's niche target customers because
they practically have the financial means to purchase the product. This
encourages the consumer to keep purchasing Nike products. However, a price
increase like this would not be achievable without a high equity brand like Nike.
To guarantee the quality and level of service they receive from Nike, the
company's present clients currently state the maximum price they would be
willing to spend.

PLACE
Nike has more than a thousand stores worldwide and offices in 45 non-
American nations. Since many customers like to physically pick the products by
checking on sportswear, the majority of Nike products are offered at retail
stores. Every city has retail establishments, making it simple for customers to
locate Nike merchandise. The company's retail location is called Niketown.
These are the large stores with four levels and a range of high-end services.
Niketown stores are upscale shops where cutting-edge goods are sold. There is a
customising booth, a service area, and a professional zone in which you can get
help choosing the best item. The shopping experience of the customer is made
special and treasured.

Nike products are sold on the global market through independent distributors,
licences, and subsidies. The business has customer support, operational, and
production sites all throughout the world, including Asia. Nike has long-term
intentions to increase the number of its stores and franchises in order to reach its
target market and attract more customers. Shops in Nike Town sell sheep
theatrics to pique customers' interest. The Nike Town stores may occupy entire
city blocks, giving customers a futuristic feeling. Basic shoe stores created
during each era are among them, along with every Nike product imaginable,
even chandeliers. A comprehensive experience is offered with Nike Town
products. This shop has all the stuff, but the consumer won't return unless they
have a memorable experience there.

NIKE TOWN STORE,LONDON

Promotion
Advertising and sponsorships are the two main ways that Nike promotes itself.
The business produces commercials with well-known athletes and celebrities
from several nations. Serena Williams, Cristiano Ronaldo, Mo Farah, Kunal
Rajput, Rafael Nadal, and LeBron James are a few famous people who endorse
Nike's goods. Additionally, it sponsors NBA, NFL, and cricket teams. The
business engages in direct marketing by speaking personally with local sports
teams, organisations, and institutions of higher learning. Additionally, they
occasionally provide their consumers fantastic discounts and other sales
promotion strategies. They provide NGOs with financial help so that they can
develop good public relations and use it to market their products. Nike's target
market is made up of athletes, fitness enthusiasts, and sports enthusiasts,
particularly young people.

Billboard in New York

Nike's "Just Do It" ad, which was introduced in 1988, encourages everyone to
complete their tasks effectively. As of right now, Nike has trademarked this
phrase. All sports field is equal, according to the company's most recent hashtag
#YouCantStopUs, which has gained a lot of social media traction. Nike
occasionally runs such moving campaigns with various themes to win over their
audience's hearts and minds.

Nike uses athletes from different nations as brand ambassadors to spread

awareness of its offerings to all of its target markets. At the moment, Indian
football captain Baichung Bhutia is Nike's newest brand ambassador.
 Other ways of promotion

• Direct marketing- Nike promotes latest product to the intended market

through direct marketing. Usually, these new products receive a lot of
advertising. The company, however, employs salespeople to approach
certain businesses or people in its target market groups in order to have a
greater impact. As Nike approaches college sports organisations to
market its products.

• Sales promotion- Coupons and special offers are part of Nike's sales
marketing for the customers it specifically targets. These businesses' traits
and advantages include the ability to encourage clients through the use of
unique offers and discount coupons that allow customers to save money
while also receiving new products. Sales promotions are a key component
of Nike's marketing communication mix whenever they want to draw in
new clients and increase demand since these clients would be persuaded
to purchase Nike products based on the benefits they perceive.

• Public relations- Nike rarely used public relations as marketing

communication mix or IMC strategy. The company depends on social
problems such as the use of workshops and green technology that use
 public relations to cope. In some cases, Nike may use similar charity
events and public relations activities as a sponsor. This is the Nike
communication mix of existing and potential customers marketing, so
they have a better perception of the brand, the brand uses to solve
problems and promote public relations

NIKE CHARITY EVENT

• Social Media- As one of the most well-known businesses in the world,

Nike has received a lot of attention on social media. Although there are
expectations for this IMC strategy, the budget for social material is
substantial. As a sports company, Nike might increase its social media
presence to generate buzz, which is crucial. Nike may intensify its social
media IMC strategy for current or new items, especially those based on
new technology, to better align with how customers prefer to get
promotions. In terms of promoting the new Nike 6.0 line, the company
should use social media to highlight its parkour and dancing footwear.
 Conclusion

These comprise Nike's entire 4 Ps marketing mix. It is undoubtedly a

well-known sportswear brand.
To establish special connections with its clients, the business employs a
distinct promotion technique than its rivals. Because its products will
remain of a high calibre, its marketing strategy ensures the success of the
company.
Urban locations with huge marketplaces receive the majority of the
company's marketing attention, which helps them to generate more
revenue. The company may supply products in accordance with customer
preferences when using a marketing mix, which helps them achieve better
outcomes and make them more resilient and adaptable.
 Limitations

• The study may only be applicable for a short time because the
environment is always changing, particularly in terms of the socio-
economic and socio-cultural dynamics. Therefore, this study will no
longer be relevant or valid in the future.

• The study's findings are therefore applicable despite the small number of
samples used.
• to a select few circumstances

• It cannot be assumed that the study will provide insights on

generalization over other regions.
 References

• http:/news.nike.com/news/nike-inc-introduces-2015-global-growth-
strategy-
• https://www.researchgate.net/
• jstor.org
• https://www.marketing91.com/marketing-mix-nike/
• Nike news