The infamous Nike swoosh was designed by a college student Carolyn Davidson, for just $35. At a later stage she was given stock that is now worth more than $640,000. The slogan "Just Do It" was inspired by serial killer Gary Gilmore, who said "let's do it" just before he was executed by a firing squad in 1977. The first "Just Do It" campaign launched in 1988. (O’Reily 2014) Nike incorporation is based in Beaverton, Oregon, NIKE, Inc. includes the Nike, Converse, Hurley, and Jordan brands. Nike is a public company that was incorporated in 1968. Nike currently employs over 26,000 employees. (Nike, Inc 2018)
NIKE INCORPORATION 4 Continents of Operation - Africa - Asia Pacific - Europe - Middle East - North America - South America Stock exchange identifier and listing Nike Inc NYSE: NKE -
NIKE INCORPORATION 5 Description of the products and services (4 P’s) offered and where sold Product- Nike’s growth comes with changes in its product mix. The following broad categories represent Nike’s product mix shoes, apparel and equipment and accessories. Sports shoes are the most popular products from Nike. Through the years, the company has added more product lines for this category. For example, Nike now offers running shoes, tennis shoes, and shoes for a variety of other sports. The company also sells apparel, such as jerseys, shorts, and related products. In addition, Nike’s product mix now includes accessories and equipment, such as golf clubs and gym bags. Place- Nike sells its sports shoes, apparel and equipment products through many outlets worldwide. This element of the marketing mix outlines the venues where the company’s products are sold, accessed or distributed. Places you can find Nike products are retailers, Nike’s Official Online Store and Niketown retail outlets. Promotion- Nike depends on the effective promotion of its products to maintain a strong brand image. This element of the marketing mix deals with the strategies the firm uses to communicate with its target market. Promotion activities include advertising, personal selling, direct marketing, sales promotions and public relations. Advertising is the biggest contributor to Nike’s ability to attract customers. The company heavily relies on advertisements, especially those that involve celebrity endorsers, such as professional athletes and sports teams. Prices- Nike uses the value-based pricing strategy to ensure growth in its sales and profits. This element of the marketing mix identifies the prices the company applies to maximize profits while attracting the desired share of the market. In using the value-based pricing strategy, Nike Inc. considers consumer awareness about the value of its products. This value is used to
NIKE INCORPORATION 6 determine the maximum price consumers are willing pay in buying the company’s sports shoes, apparel and equipment.
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