NIKE

 an American multinational corporation

 near Beaverton, Oregon, in the Portland metropolitan area.
 Design and manufacturing
 footwear, apparel, equipment, accessories, and services
 Vision & Mission of Company
Vision

“to bring inspiration and innovation to every athlete in the world.”

 Inspiration
 Innovation
 To every athlete
 Mission of Company
Mission

“do everything possible to expand human potential. We do that by creating

groundbreaking sport innovations, by making our products more sustainably, by
building a creative and diverse global team and by making a positive impact in
communities where we live and work.”
 Mission of company
 Human potential
 Groudbreaking sports innovation
 Sustainbility
 Functions
Pricing
Nike determines their prices on the market and its categories and if it has a celebrities like the
Lebron`s.
Porduct service management
Nike sends out surveys and ask what they would like to see or if their business was good and if you
would come back.
Distribution
Nike`s distribution is between 3 major channels fist they sell their product to wholesalers throughout
the US and international markets.then by direct to customers and then last one is through Nike online.
Marketing Information management
They analyze the retail store and they base their products off how certain
things are selling.
Selling
Nike sells there product through their website through customer ordering
and in retail stores.
Promotion
The way Nike promotes their products is they have famous celebrities
advertise like kevin heart or kobe etc.
 Nike’s Corporate Objectives
Protect and improve Nike’s position as the number one athletic brand in America.
Build a strong momentum in growing fitness market.
Intensify the company’s effort to develop products that women need and want.
Explore the market for products specifically designed for the requirements of
maturing Americans.
Direct and manage the company’s international business as it continues to develop.
 Future of Nike
• Nike has been a very rewarding investment for shareholders. Over the last
five years, the stock has more than doubled. The brand is hotter than ever
due to rising demand for sneakers, which is further evidence that the
athleisure trend is continuing to gain momentum.
Revenue and Stock Price performance
 future
• As the sales of nike if increasing day by day in every year
• Demands of athletic and sports shoes is increasing
• Nike is building strong relation with custmors
• By luncing new designs and products nike`s customer zone is increasing
day by day
• In next 5 year nike will get double revenue as previous 10 years
 Model of consumer behavior
• The three factors that affect consumer behavior are
• psychological
• personal
• social
 Personal Factors
• Personal factor is the factor that can affect or influence by the consumer personality
• Age
• lifestyle
• occupation
• economic
• Lifestyle
• personality
•  NIKE consumer do not wear the others brand of shoes. This is because it is the life style of the NIKE consumers.
 Psychological Factors

• Motivation
• Perception
• Learning
• Beliefs and Attitudes
 Social factors
• Social factors also cast a significant influence on the consumer’s buying
behavior. Some of the primary social factors are family and roles and
status. For the social factor of family, a family member can influence the
other family member buying behavior. For example, the children of the
family want to have or want to buy the NIKE shoes, the father or mother
will try to buy for the children to fulfill the satisfy.
 Pricing Strategies
• Value based priceing strategy of nike
This pricing stratergy of nike as they can know about its product`s value
amongst the customers and the company started to get profit and prices of its
merchandise started to rise
• Nike price leadership strategy
nike determine its product value and compare it to competitive prices and set
attractive prices for different market segments accoding to its market dominance
Premium Pricing strategy
• Nike applies the premium pricing strategy to make its product`s prices
higher than the prices of the compititors based on product quality.
Nike skimming procing strategy
normally nike shoes last for 3-6 months when the company sells those at
peak prices after that period there comes an activity called closeout where
nike reduces the prices gradually.
 Introduction stage
When nike launchnew shoes
Advertise a lot
Set high prices from $150-$200 or may be more
With more advertisement they get more money
 Growth stage
More customers buy the product
Price gradually increase
But customers still satisfied with quality
In this way company gets more income
 Maturity stage
When nike shoes stay out for a while in shelves
They don’t sell like the initial stage of product
But they still brought by customers satisfaction
 Decline stage
As shoes stay out for a while and new shoes are realesed these shoes
aren’t really bought anymore and the price will go really low to try to get
some money from them but most customers aren’t interested.
 Product Market Expansion Grid
•  The product market expansion grid, also called the ansoff matrix, is a
tool used to develop business growth strategies by examining the
relationship between new and existing products, new and
existing markets
 Strategies for Growth and Downsizing
 Nike’s secondary intensive growth strategy is market penetration. In this
strategy, the company grows by increasing sales revenues in existing
markets.
 Example

Nike increases its stores and retailers in

the United States to sell more athletic
shoes to American consumers.
Value Change Network
4 P`s of Marketing
 Price
• The Nike uses Competitive and Skimming pricing strategy for its
customer base and normally targets upper middle class and high-end
customers.
• For the normal products which are in competition with its competitors like
Adidas, Puma, Reebok, Nike prefers to user competitive pricing
strategy to cut competition.
 Place
• Nike uses both Offline and Online channels for the promotion of its
products.
• For Offline channels, Nike uses its own dedicated Nike outlets and Multi-
brand outlets for distributing their products.
• For Online channels,  Nike uses e-commerce websites like Myntra.com,
Flipkart.com, Amazon.com etc to promote their products.
 Promotion
• Apart from Television ads, Nike is big on OOH promotion and sponsors
different sporting events like Football, Basketball, Cycling, Golf etc.
• Apart from Television ads, Nike is big on OOH promotion and sponsors
different sporting events like Football, Basketball, Cycling, Golf etc.
• Nike also has some famous sports personalities as its brand ambassadors
and successfully uses them as influencers.
 Marketing Development
• Nike Has Established their Brand and Logo through Extensive Marketing Investment
• Nike Focuses on Selling the "Emotional Benefits" of their Product
• Nike Embraces New Technologies
• Nike Provides a Wide Variety of Products To A Large Number Of Sports To Capture
Greater Market Share
• Nike Focuses on Product Quality and Creating Products that Help Athletes Perform
Better
• Nike Buys Out Competing Sport Product Brands
Positioning map
SWOT Analysis of Nike
 Strengths
• Strong Brand Awareness
• Huge Customer base
• In-house Professionals 
• Superior Marketing Capabilities
• Low Manufacturing Cost
  Weaknesses

• Poor Labor Conditions in Foreign Countries

• Lawsuits
• Dependency on US Market
• Pending Debts 
 Opportunities

• Emerging Markets
• Innovative Products 
• Efficient Integration 
 Threats 
• Increased competitive pressure 
• Marketing Budget Pressure
• Currency Foreign Exchange Risks
 Marketing Channels
• By selling products to wholesalers in the US and international markets
• By direct-to-consumer (or DTC) sales, which include in line and factory
retail outlets (see graph below) and e-commerce sales through
www.nike.com
• Sales to global brand divisions