Nike is a global sports shoe giant company.

It is the largest seller of athletic

footwear in the world, holding the lion share of 33% of the global market.
The company has production facilities in Asia, sales facilities in almost 200
countries, and customer service and other operational units worldwide.

The marketing mix or the 4 Ps of Marketing are Product, Price, Place

(distribution) and Promotion. Nike's 4Ps 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. Nike started selling
sports apparel, athletic bags and accessory items in 1979. Their brand Cole
Haan carries a line of dress and casual footwear and accessories for men,
women and children.

They also market head gear 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 distributes ice skates, skate blades, in-roller skates,
protective gear, hockey sticks and hockey jerseys and accessories.
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Vapor Tour Vapor Tour
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Price: $120.00 Price: $120.00
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Nike Zoom Nike Zoom

Breathe 2K10 Breathe 2K10
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Price: $100.00 Price: $100.00
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2. Price

• Nike’s pricing is designed to be competitive to the other fashion shoe

retailers. 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

Nike shoes are carried by multi-brand stores and the exclusive Nike stores
across the globe. 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 the 4Ps of marketing are managed by distributors.

4. Promotion

Promotion is largely dependent on finding accessible store locations. It also

avails of targeted advertising in the newspaper and creating strategic
alliances. Nike has a number of famous athletes that serve as brand
ambassadors such as the Brazilian Soccer Team (especially Ronaldino,
Renaldo, and Roberto Carlos), Lebron James and Jermane O’Neal for
basketball, Lance Armstrong for cycling, and Tiger Woods for Golf.

Nike also sponsors events such as Hoop It Up and The Golden West
Invitational. Nike’s brand images, the Nike name and the trademark swoosh,
make it one of the most recognizable brands in the world. Nike’s brand
power is one reason for its high revenues. Nike’s quality products, loyal
customer base and its great marketing techniques all contribute to make the
shoe empire a huge success. Nike's distinctive tactics are found in the
area of marketing, specifically in consumer brandawareness and
brand power. Nike's catch phrases like, "Just Do It," and symbols like
theNike "Swoosh," are reminders of the Nike empire.
This tactic is effective because it could not be easily replicated and it
offers value or benefit
to consumers. Nike is becoming a part of American and world culture,
the brand power
becomes more difficult to replicate. The trademark and a slogan
serves as the company's
fingerprints. Nike is able to capitalize the unique identity due because
of its financial
strength. Nike reaches millions of consumers through large-scale
marketing campaigns. The
public benefits from the strength of Nike's image when they make a
purchase. Consumers
often associate Nike image with quality products. By associating star
athletes and
motivational slogans like, "Just Do It," consumers identify their
purchases with the prospect
of achieving greatness. This image they create forms a tactic that
competing companies can
not easily duplicate by simply improving their products.