A review of Nike’s marketing mix
As a freelance digital marketing consultant working with a client in the Fortune 500. I have been asked to review Nike’s extended marketing mix Product, Price, Place, Promotion, People, Process, and Physical Evidence.
Nike
Nike is one of the world's most successful sports brands, they are currently ranked 85th in the Forbes 500 2020 list. They have a huge range of trainers, clothing, sports equipment and, accessories and have used traditional and modern techniques to ensure they have one of the best marketing strategies.
Product
Nike have a huge range of trainers, clothing, sports equipment and, accessories. Their Air Max trainers are one of the most popular and trendy lines of footwear they have to offer. They are high quality, innovative and inside them, small air bags have been inserted to create an ‘air bubble’ for style and comfort. Nike has ensured that they provide trainers for every type of sport in a variety of colours, shapes and styles.
Price
Over the years Nike has worked with high-profile celebrities to create visionary and rare footwear. The Nike MAG trainers have sold for over £34,000. The trainer unlike a lot of its competition has immersive features. It has various functions including a self-lacing system, a mechanism that makes the straps move, a power lace system and has been customised to help prevent ankle injuries.
Place
Before opening a new store, Nike ensures they have great promo and press releases. There are often people queuing outside all night to be there when the store first opens its doors. The Nike store has officially been online since 1999 and has always been minimally designed, accessible and easy to use. Visually, they have high-quality photos and an easy navigation bar. They use great copy to go with each individual product.
Promotion
Since the Nike logo was initially designed in 1964, it has evolved to the simplified ‘swoosh’ logo and is one of the most recognisable sports logos in the world. Making their brand universal. Before the digital age, Nike used traditional methods of marketing such as billboard advertisements and TV commercials.
People
Nike has well-trained sales professionals to help you with your every need and answer questions when you enter a store. They provide training on the company and products and try to encourage their workers by promoting positivity. Worldwide, Nike employs over 76,000 people.
Process
When Nike was first established in 1964 they designed and produced their trainers in the USA. However, they very quickly outsourced the work to China and now most trainers and apparel are made in Vietnam. This is the same strategy used for a lot of big sports and clothing brands.
Physical Evidence
Nike are always working their hardest to be revolutionary and as inclusive as possible. They are the first major brand to design and launch a Hijab for Muslim women. Sponsoring Muslim German Boxer, Zeina Nassar in their advertisements and setting a higher level of new products against other sports brands.
