Blogging to Communicate: Nike's Marketing Mix Strategies and Tactics

This blog explores how Nike uses blogging to communicate its marketing mix strategies and tactics. It discusses Nike's background, product range, pricing, distribution, and promotion. The blog highlights the effectiveness of blogging in keeping customers informed and engaged.

Blogging to
Communicate

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Background of Nike...............................................................................................................3
Nike Products.........................................................................................................................4
Nike Price...............................................................................................................................7
Nike Place / Distribution........................................................................................................8
Nike Promotion....................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Blogging is a new trend flourishing and evolving in the digital world of communication
and marketing. Writing bogs is a new way of telling people about new developments and
knowledge gained (Alsamadani, 2018). According to the present work the chosen company is
Nike and old American multinational company which is leading and exceeding in market since
its development. The report will be holding some blogs focusing on marketing mix strategies and
tactics of Nike to promote and stay connected with the external world in regards to offering their
goods and promoting their services.
MAIN BODY
Background of Nike
Nike was fist found in 1964 as Blue Ribbon Sports which is an American multinational
brand and corporation which was developed to designing footwear's, accessories, equipments
and apparels for men and women both. The company is headquartered in Portland Metropolitan
area. In present time Nike is known to be the worlds leading and largest supplier of athletic
clothings and shoes.
In the beginning year of Nike as Blue Ribbon Sports made sales of around 1,300 pairs of
shoes. The company appointed and engaged with its first advertisement firm in the year 1976
from Seattle and by the end of 1980 it made progress resulting in extension of its product line.
Nike is a brand which believes in keeping good communication and connection with people
outside that is their ultimate customer. Since then the brand have always worked for making the
best of the opportunity, finding out what people needs and desires the most and offers them the
similar good with the use of their expertise and their strong attachment with the market (Featro
and DiGregorio, 2016).

Nike do make sure to be their in market for its customers and segments towards which it
took the first step by developing its tag line of “Just Do it”. The tag line have always been a
weapon or a tool for the brand to use while promoting its offering in market and to the buyers or
target audiences. Since, then till now e-commerce and digitalisation have taken a prominent
place and Nike have moved along in the market according to trends through which it is evident
that the brand made all use of required resources to become virtually available and more closer to
target market.
Nike Products
Nike is running in the industry and flourishing in the market since 1964 with a common
motto and agenda of always offering the best, most reliable and suitable goods to its customers
which keeps them satisfied and fulfil their desires. The organisations renders a wide range of
products and services to all that is men, women and even kids. The company majorly deals and
holds expertise in offering sports equipments. The range of goods and services offered by Nike is
listed and examined below:

NIKE PRODUCT RANGE
 Footwear's- Shoes are the first product range in which the brand starting dealing and
through which it began its journey in market which is still continuing. The success and
popularity of Nike was gained through its shoes designs and quality. One of the feature of
Nike goods and services is their durability and high quality.
 Clothing and Apparel- The next product line towards which brand moved is clothes
which are comfortable and appealing to all. Nike offers casual clothes for women, men
and kids. The clothing range of the brand offered Nike the label of being the most
valuable brand and earn the brand value of around $28 billion. The brand has clothes for
all for different activities like for sports, day to day activities and many more. With its
clothing range Nike sponsors number of World famous and leading athletes and
celebrities (Liu and et. al., 2016).

 Sports Equipments- Another very valuable and profitable product range is its sports
equipments as it stands again on the top position and plays an important role in
worldwide sports equipments. The company supplies range of sports goods like balls,
golf clubs, yoga mats, rackets, knee pads, safety gloves, agility cones and baseball bats.
These products are supplied by the brand all over the world and in range of markets.
 Accessories- One key product behind success of Nike and mainly its goodwill and
popularity is its accessories beginning form socks, bags, watches with collaborating with
Apple, bracelets etc. The brand make sure to keep with the trend and present fashion
styles which made it a success and leading brand in the market.
Nike Price
Nike and its pricing range of its offering have always been superior or premium the
reason being its premium quality of goods, high comfort, wider range of goods and options,
trendy designs and most importantly trust of people over it. When it comes to its footwear the
company do admit that they have high prices for their products as it keen to quality. While
looking over lowering price for some types of shoes like Nike Roshes. The company do look
over to supporting traditions by offering and sponsoring sports events and athletes. The brand

offers range of goods and for those who love sports the brand is the best and most suited. The
company do addresses the customisation request for the customers as well.
The price or value of the product is based on the type of shoe which begins from £60 to
£200 fro a single pair. In case of clothing and apparel the prices are decided and valued in direct
proportion to the quality of the material that is raw material used in manufacturing and according
to the needs of people (Blum-Ross and Livingstone, 2017). The prices for accessories and sports
equipments of Nike is attached with number of benefits like free delivery and returns on orders
over £200 and more. Also, in such cases the company matches with the competitors who are
offering lower prices for similar goods.
Nike Place / Distribution
Nike is a multinational organisation with presence all over the world and in almost all
the most profitable and productive markets. This made it evident that the brand has high
accessibility as well as presence in the larger market possible. Nike has around 42 manufacturing
location around the globe in which there are around 700 stores are present holding highly
maximised and enlarged distribution channels.

Nike make use of two approaches to distribute its goods and place them in the market that
are direct and indirect. From both the types of approaches the brand have maximised its hands
over market and its distribution channels have increased its sales as well as customer base of
loyal buyers. The company has huge distribution channel as it has around 1,100 retail stores
which includes large and small stores and the number is continuously increasing and multiplying.
In regards with direct selling the company has its products available in around 200 countries
which are in large markets beginning form United States its domestic market, United Kingdom,
Japan, France, Hong Kong and many more (Gareyev and et. al., 2018).

Apart form direct selling the company also sells through its official websites
www.nike.com and other retail online that is digital application in the virtual retail world.
Through the website the customers and most prominently Nike lovers can customise their orders
and products. The brand offers great services to buyers by giving all safe and reliable purchase
and payment options online as well as standard and next day delivery options too (Matheson and
Wahl-Jorgensen, 2020).
Nike Promotion
The promotion plans and techniques of Nike involves number of ways and approaches
beginning form Celebrity endorsements, Marketing Campaigns like Nike Goes Gold and
collaborating with brands and leading entities. Celebrity branding and endorsements is a value
adding and a potential marketing tool for the organisation as the celebrities has the potential to
reach out to large number of people and population along with influencing them in favour of the
brand. The impacts of a celebrity or celebrities posting promotional endorsements all over their

social media on behalf of the brand and for the brand is high and profitable enough (Chun,
Skinner and Rosewall, 2019).
Nike is known around the world for being the best one in the most iconic brand and ranks
on the top 20 list which makes it a strong brand in terms of its value and equity. It is also know
to be very popular in its celebrity endorsements and marketing practices making consistent use of
the resource and the effective marketing policy which offers it a valuable position and place in
market.
CONCLUSION
The present report concludes the effectiveness and efficiency of marketing and consistent
communication of the brand with the people and the potential buyers. Blogging is a new way to
stay connected and interact with the world for making promotions and keeping customers and
population informed as well as aware about the changes and growth of the company and the
respective brand.

REFERENCES
Books and Journals
Alsamadani, H. A., 2018. The Effectiveness of Using Online Blogging for Students' Individual
and Group Writing. International Education Studies, 11(1), pp.44-51.
Featro, S. M. and DiGregorio, D., 2016. Blogging as an Instructional Tool in the ESL
Classroom. Tesl-Ej, 20(1), p.n1.
Liu, Z. and et. al., 2016. Self-disclosure in Chinese micro-blogging: A social exchange theory
perspective. Information & Management, 53(1), pp.53-63.
Blum-Ross, A. and Livingstone, S., 2017. “Sharenting,” parent blogging, and the boundaries of
the digital self. Popular Communication, 15(2), pp.110-125.
Gareyev, A. A. and et. al., 2018. BLOGGING AS A TOOL FOR ORGANIZING STUDENTS‟
INDEPENDENT WORK. Astra Salvensis.
Chun, H. C., Skinner, S. M. and Rosewall, T., 2019. The educational utility of blogging for MRI
technologists. Journal of medical imaging and radiation sciences, 50(1), pp.129-135.
Matheson, D. and Wahl-Jorgensen, K., 2020. The epistemology of live blogging. New Media &
Society, 22(2), pp.300-316.