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Nike`s Marketing Strategy


Nike’sMarketing Strategy

Nike’sMarketing Strategy

NikeCompany is an international sport wear company. It produces all typesof sport wears. The company has had a very good reputation forproduction of quality products. With the emerging trend and changingof consumer preferences, the company has developed new technology inorder to cope with the change.

Themarketing strategy of Nike is concentrated on the products image thatis favorable and has developed into one of the best multinationalcompanies. Nike’s favorable product image is influenced by thecompany’s logo that is unique and distinct, as well as company’sslogan that has been used in commercials for a long period. Themarketing strategies of Nike focus a lot in product promotion andcommercials. The marketing strategy if the organization has helped itsecure a large market share (Carbasho, &amp Westport, 2010, p.4).


Sportsmenare the main consumers of Nike’s products. Other people who are notin sporting activities also consume the company products. The companyhas specialized in production of sport wears that are availableglobally. Nike has focused on these consumers by means of consensusbetween the company and sport team, college athletics for productsponsorship and support as well as endorsement by team members.Through this strategy, Nike has reached too many clients who consumethese products. Although other people may purchase the company’sproducts, it emphasizes more on sportsmen.

Nike’sconsumers are classified into two broad categories athletes andnon-athletes. Age, gender, occupation, and social class furthersegment the consumers.


Thetarget market for Nike’s products are professional athletes, highschool and college athletes, general consumers.

Themain target market is the professional athletes. Nike has a widecustomer base from the professional athletes. Nike is a key sponsorof many professional athletes, and this has helped in marketing theirproducts. The company produces sport wears of all for athletes,therefore, making it the leading sport. The company has gained a lotof reputation for production of sport wears of specific athletes.Individual athletes or teams can make orders from the company to getspecific colors, shapes and design for their teams. This has greatlyplayed a great role in increasing the global market share for thecompany (Saito, 2009, p.44).

Anotherkey market segment includes school and college students. Schools takepart in very many sports activities. The demand of sportingfacilities in schools is very high. Nike has been a crucial supplierif the sporting facilities in most learning institutions. The companyhas affordable products for the schools. The company has beeninvolved in sponsoring upcoming athletes from different schools, andthis has played a fundamental role in reaching out to the schools.

Thethird segment of Nike’s market is the general consumers agedbetween 7-35 years. These consumers are very loyal to the brands, andpurchase the products regularly. Most children copy the styles offavorite athletes including their sporting wears and styles. Thecompany has designs for young people, and this plays a significantpart in the company’s sales. The supporters and fan of differentclubs and individual athletes will chose the sport wear of their teamto show their support to the team or individual. The products forthis market are very affordable, and the demand is very high. Thesegment also includes people concerned with their health and fitness.The company supplies products that enhances and individual training.Nike will also target women with product features and style. Thissegment is the primary target market because it has majority of theconsumers (Carbasho, &amp Westport, 2010, p.4).

Nikepositioning and reasons for success (how it got there)

Thecompany has gained tremendous success in the industry, and hascaptured a significant market share. The company is one of the bestproducers of sports facilities in the world. Nike Company is a globalcompany with brands that are worldwide accepted. The company has hadtremendous success since its inception and has a lot of potential inthe years to come. The company policies on corporate socialresponsibility are critical in determining the company’s success.The following are the key elements of the company that has influencedit success in the industry.

Thecompany has competent management, and employees who play a criticalrole in the management of the organization and production of qualityproducts. The company has motivated employees, and this enables themto be innovative and creative. Training employees helps themunderstand their clients’ needs and preferences, and come up withproducts to suit these needs.

Organizationalculture is the overall behavior of the people working in anorganization. This involves organizational norms, values, workinglanguages, beliefs, habits, systems and any other formality involvedin the company. According to the chief executive officer of Nike, theorganization believes that inclusive and diverse employees are vitalto the success of the company. The organization has a culture ofcontinuous improvement and innovation of products that are consistentwith the changing trends in the sport field. The employees have broadroles that enable them to be more competitive (Saito, 2009, p.67).

Theage of abundance is long gone and we are living in the era of scarceresources. There is rampant competition of these resources and Nikeis not an exception. The choice of material for Nike’s productshas environmental implications on water, energy, chemical use, greenhouse gas, and land. The materials of Nike make a huge percentage ofrecyclable materials. The recycled products help in minimizingwastages. The chemicals used in manufacturing the products areharmless to human and, certified by most of the standardizationsorganization. The products are ranked amongst the most consumerfriendly products by the world health organization. The materialsused are environmental friendly and non-toxic. The materials that thecompany should emphasis on include the use of natural synthetic fiberand cotton. Plastics and rubber pollute the environment a lot andshould me minimally utilized since they cannot be discardedcompletely (Lamb, Hair, &amp McDaniel, 2002, p.15).

Thecompany cost of energy has been increasing consecutively due to highlevel of usage. The company should look for alternative sources ofenergy that are cheap and environmental friendly. The company hasbeen using electric and diesel engines in the production process. Thecompany should substitute its sources of energy to wind and solarenergy that is both cheap and environmental friendly.

Technologyhas evolved very fast, and it has played a critical role in improvingthe quality of products and services. The company should come up withonline programs that give people an opportunity to interact with thecompany. Most of the people in the world are computer literate andare doing their business online. This will give people an opportunityto address their interests and tastes. This will also enable toconvey information and feedback with ease that is very essential inconsumer satisfaction (Pride, &amp Ferrell, 2008, p.26).

Areasthat require improvement in the company

Althoughthe company has experience excellent result in their previousperformance, some areas require improvement. The company needs toestablish production firms in many areas of the world to reach out tomany people. The products of the company have gained a lot of fame,and there is a large market niche for their products. Establishmentof these subsidiary firms will help the company to increase marketshare, and compete with other firms.

Theuse of technology in the production sector is very significant. Thecompany should acquire the latest technology so that it can competewith other firms in production of modern products. Informationtechnology will also assist in marketing of the products globally.

Theprice of the company’s product has been a great concern to theconsumers. The products of the company are relatively expensivecompared to other companies. The company should come up with cheaperproduction to reduce the products price.


Nikelike many other companies has adopted various forms ofadvertisements. The advertisement helps the company to reach out tomany people across the globe. The following are the majoradvertisement channels for the company (Carbasho, &amp Westport,2010, p.9, 10, 11).


Mediais widely used by the company to advertise their products. Thecompany has invested a lot in commercial adverts in television andradios. The company focuses on international media to reach out to alarge audience. The company’s adverts are broadcasted during games,sports news and other games related editorials. The company alsoadvertises its products in several sports magazines across the globe.


Theonline platform enables the company to reach out to the globalconsumers. The company has a well-developed website where the companyproducts are well described. The consumers can enquire of any productusing this website. The website also helps the consumers to makeorders, and pay for the products online. The company has alsoexploited social media to advertise their products. The company hasfeatures in almost all the social media sites, and this has enhancedmarketing of the products. The online market is growing very fast,and this is a potential avenue to tap consumers.


Thecompany has used billboard to advertise in major public places suchas cities, stadiums, airports, shopping malls amongst others. Thebillboard reminds people of the products whenever they are goingshopping. The company has also used mobile boards found on vehicles,ships and some airplanes.

Celebritybranding advertisements

Thecompany has used key sports celebrity in branding their products.These celebrities play a crucial role in advertising the productsbecause they have a wide publicity. The company has used celebritysuch as Christiano Ronaldo, Serena Williams, amongst others. The useof celebrity is a sign of quality, and this influences the customer’schoice.


Carbasho,T., &amp Westport, C. (2010). Nike.Santa Barbara, Calif.: Greenwood.

Lamb,C. W., Hair, J. F., &amp McDaniel, C. D. (2002). Marketing(6th ed.). Cincinnati, Ohio: South-Western.

Pride,W. M., &amp Ferrell, O. C. (2008). Marketing(14th ed.). Boston: Houghton Mifflin Co..

Saito,F. (2009). Consumerbehavior.New York: Nova Science Publishers.