Nike is a global sport equipments company. It is the largest seller of athletic footwear in the world. The company has production facilities in Asia, sales facilities in almost 200 countries, and customer service and other operational units worldwide.
Nike's market segment typically target's athletes, both women and male from the ages between15 to 35. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear.
The marketing mix or the 4 Ps of Nike are the following:
1. Product
NIKE offers a wide range of shoe, apparel and equipment products, all of which are currently its top-selling product categories. They also market headgear under the brand name Sports Specialties, through Nike Team Sports, Inc. 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.
2. Price
Nike’s pricing is designed to be competitive to the other fashion. The pricing is based on the basis of premium segment as target customers. Nike as a brand commands high premiums. Nike’s pricing strategy makes use of vertical integration in pricing wherein they own participants at differing channel levels or take part in more than one channel level operations. This can control costs and influence product pricing.
3. Place
Multi-brand stores carry Nike shoes, and the exclusive Nike stores across the global. Nike sells its product to about 20,000 retail accounts in the U.S. and in almost 200 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 distributors manage the 4Ps of marketing.
4. Promotion
Promotion is largely dependent on finding accessible store locations. It also avails of targeted advertising...