Marketing concepts for Nike | Report

Marketing concepts for Nike
Nike is a company which has leveraged almost all marketing concepts across their
journey of becoming a leading brand in the world.
1. Production concept
Under the production concept, which is an operations-oriented concept, the companies
believe that consumers would prefer those products which are cheaper and widely available
across the globe (oxidian.ch).
Nike has established itself as a premium brand in the market. Though Nike products are
not low priced but are widely available across nations, produced at 500+ manufacturing units
and has highest market share and penetration (Liam O'Connell). Nike management has
been focussing on improving its operational and mass production efficiency while
maintaining quality since inception. For instance, Nike started using flyknit technology for
operational efficiency in producing sneakers, reducing huge amounts of waste.
2. Product concept
The product concept works on the philosophy that customer prefers product which are
innovative, best in quality and have better availability. Hence, companies invest more in
quality improvement processes (oxidian.ch).
Since its inception, Nike aims to bring inspiration and innovation for each
sportsperson across the globe. It works continuously on improving products with latest
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