Principles and Practices of Marketing: A Case Study of Nike Inc.

Principle and practices of
marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Background of the Company.......................................................................................................3
Promotional mix and the activities of the Company...................................................................4
TASK 2............................................................................................................................................8
Model 1........................................................................................................................................8
Model 2........................................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The project is based on determining the principles and practices of marketing. It is
important for organizations in order to develop a relationship with both B2C and B2B consumers
in order to satisfy the organizational requirements in a better manner. Marketing is nothing but
attracting and influencing large number of clients for exchange of products and services in order
to achieve organizational growth and stability in the market place. Marketing plays in very
crucial role that shoulders the responsibility of enhancing the profitability and sales margin of the
organisation. The report is in the context of Nike Inc. which is a multinational corporation in the
industry of apparel, accessory and sports equipment. It was founded by Bill Bowerman and Phill
Knight. Capturing future of market in the international platform this public limited organisation
is one of the leading brand for delivering sports equipment, society and apparels. It is an
American multinational organisation founded in the year 1964 and headquartered in Oregon, US.
The main objective of the report is to determine detailed investigation that how marketing
benefits the association to reach out the targeted customers and clients. This report defines
different models and theories used by the organisation to formulate effective marketing strategies
such as promotional mix and the related activities in order to promote the goods and services of
the association and models used by the organisation in order to implement effective marketing
strategies (Edelman and Brandi, 2015).
MAIN BODY
TASK 1
Background of the Company
Nike Inc.is the American sportswear organisation headquartered in Oregon, US. After the
first retail outlet in the year 1966, Nike became a global leader operating in more than 170
countries in the 21st century. The logo of the organisation became the brand identity of a long
card check which is also called as Swoosh. Nike is one of the world’s largest Marketer of athletic
footwear of holding of market share more than 37%. About 22,000 retail accounts are in United
States, the company offers products in more than 170 countries (French and Russell-Bennett,
2015). In the end the main motive of the organisation is to drive innovation and higher
performance for the Athletes. The products of the association are manufactured by independent

contractors. The athletic shoes and apparels sold by the organizations are under the flagship of
Nike. The organisation delivers products by innovations and attractive designs of its products
and heavy promotions for the business growth while developing a new product with innovative
features and utilities. The primary motive of the organisation is to manufacture and design and
conduct worldwide marketing and sales of its products and services. It is one of the world’s
highest producer of sports equipment and the supplier of the athletic shoes. Nike also markets its
products to different ranges such as Nike pro, Nike plus, Nike Call, air Jordan, air max and other
subsidiaries. Nike chooses its sponsors who are high profile athletes from worldwide the
trademark of the brand “just do it” and the “swoosh” logo. The association have acquired
different companies offering apparels and sports equipment, the association have deployed a
Nike lab in order to deliver higher Innovation and design to the products and services (Khan,
2019).
Promotional mix and the activities of the Company
Promotional Tactics are established in order to determine that Who will be the target
audience of the organisation, the products and services offered to the segments and the strategies
involved in order to influence and convince the segments. Promotion is an integration of
different elements such as advertisement, sales promotion, social media, public relation and
others in order to promote the brand awareness of the organisation in the marketplace. Nike uses
different promotional platforms and tools in order to influence the purchase decisions of the
consumer prospects. This includes an integration of different elements such as advertising public
relation, social media et cetera. Promotion mix is in process and integration of different elements
such as advertising public relations and others in order to meet their marketing objectives, such
promotional strategies implemented by the association are discussed below in brief:
Advertising
Advertising is simply used in order to promote the marketing objectives and attract a large
number of customers pertaining to the products and services the organisation offers (Lee, 2016).
Nike uses different platforms in order to advertise its products and services such as social media,
company’s website, TV, newspaper and others. Donation use social media such as Facebook
Instagram and Twitter to communicate with the target prospects and deliver the marketing
objectives, they use personal emails and newsletters to endorse the brand. The important motive