Marketing and Service Management

Running Head: MANAGEMENT 0
MARKETING AND SERVICE MANAGEMENT

MANAGEMENT 1
Table of Contents
Introduction...........................................................................................................................................2
Marketing mix of Nike India..................................................................................................................3
PESTLE analysis of Nike India.................................................................................................................5
Conclusion.............................................................................................................................................9
References...........................................................................................................................................10

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Introduction
In India, footwear industry is one of the growing industries. It is also ruled by “casual
footwear market” that has the capability to make up nearly two-thirds of the total footwear
retail market. The market is also attractive for international players as it provides benefits like
abundant war materials, low cost of production and huge domestic consumption market. The
market is also very price sensitive and it been growing over the year. It has various players
like Nike, Reebok, and Puma. Nike is an American conglomerate that is engaged in design,
manufacturing, development, selling, and marketing of footwear, accessories, apparel,
equipment as well as services (Soni and Kodali, 2011). Nike is one of the biggest
manufacturer as well as supplier of sportswear, athletic shoes and innovative manufacturer of
sports equipment (Richelieu and Desbordes, 2013). By making its presence worldwide, Nike
tends to market is own brand as well as Nike Pro, Nike Golf, Air Max, Air Jordan, Nike
Dunk and Foamposite. Nike also offers the products for Tennis, baseball, cycling, wrestling
and volleyball. Due to the huge dedication of Nike for regular innovation, Nike is able to
sustain its competitive advantage within the footwear marketplace and athletic apparel. Using
innovation ideas in its production process, it is able to become the global champion in the
athletic wear industry of India.
The company was founded in 1964 and in 1971 they got the name “Nike” from the Greek
god of victory. Nike Rapidly increased its market share in the US and by 1980 they had 50%.
Later on, the company has only expanded into the world’s leading athletic brands. Moreover,
the company also diversified into other product portfolios such as selling of clothes, and
offering gear for all types of stores including Lacrosse, Baseball and fencing. Currently, Nike
is operating in 160 countries where their products are sold through about nearly 22,000 retail
accounts globally (fashion-schools.org, 2016).
In the first section of the report, discussion is carried on the marketing mix of Nike in India
that outlines its product, place, price and promotion. Afterwards, A PESTLE analysis of Nike
in India is presented by doing proper research with include various external factors relating to
political scenario, technological trends, socio-cultural impacts, economic aspects and legal
factors having significant impact on the internal competitiveness of firm. In last, a conclusion
is being drawn that summarizes whole of report in brief.

MANAGEMENT 3
Marketing mix of Nike India
Nike Inc.’s marketing mix facilitates the organisation international development based on
high-quality products, various distribution places, marketing-focused promotion, and
relatively high prices. The company also believes on its marketing mix to maximise its profit
and growth. Their marketing mix is the amalgamation of tactics and strategies an organisation
adapt to implement its marketing plan in extent with produce, price, place and promotion
(Zott and Amit, 2010). It also addresses the main considerations in the organisation targets
markets around the globe.
Product
In India, Nike offers various products such as apparel, shoes, as well as equipment. All these
products in marketing mix give emphasis on the variety of goods and quality for the
enthusiast of sports. It is one of the market leader in the industry of sportswear. It also able to
get the maximum amount of revenue through selling of sports shoes. By the selling of various
kinds of products, it also makes the special type of shoe for each of the category of sports.
For example- it also has distinctive quality of shoe for the cricket that is around 30% lighter
as compared to its rivals. Due to the changing time, it is not designing as well as selling the
smart and innovative products that are having the capability of connecting to iPod. In
addition to this, NIKEid is also sub innovative brand of the Nike that allows all the customers
to design as well as modify the features of its desired products (Childs and Jin, 2018). This
feature also helps it by attracting a huge number of customers. It also customizes the features
of the desired products according to the requirement. In addition to this, it also offers the new
service of the personal trainer to all the customers for the several categories of sports.
Since the year 2005, it has been the official kit sponsor for the cricket team of India. Nike has
also launched the official website in India with the name Nike.com. This website offers a
varied range of products by including the services such as colour choices, exclusive products
and Nike iD in India. Customers of India now have the access to full collection of products
across categories of football, running, tennis, young athletes, Nike sportswear, women’s
training, basketball, men’s training and Jordan. In the year 2019, Nike has unveiled the BB
Basketball shoe that other footwear industry usually do not offer. The essential aspect is that