Nike: Marketing Strategy Review

SERVICE MARKETING
Nike: Marketing Strategy Review
4/17/2019
NIKE
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Contents
Introduction.................................................................................................................................................2
Marketing Strategies...................................................................................................................................2
Product....................................................................................................................................................2
Market Segmentation..............................................................................................................................2
Promotion................................................................................................................................................3
Use of Social Media.................................................................................................................................3
Placement................................................................................................................................................3
Distribution Strategy...............................................................................................................................3
Pricing......................................................................................................................................................3
Conclusion...................................................................................................................................................4

Introduction
Nike is a world renowned brand which deals in sportswear. It sells apparel, sports shoes, gaming
equipments and accessories etc. The company is a multinational corporation in America and has
its headquarters in Portland Metropolitan Area.
Nike, originally known as Blue Ribbon Sports (BRS), was founded by University of Oregon
track athlete Phil Knight and his coach, Bill Bowerman, on January 25, 1964.11. Over the years,
Nike has grown multi-fold and spread all across the globe providing employment to thousands of
people while serving to millions.
Needless to say, the company has some solid marketing strategies in play through which, the
brand has been able to create an empire of leading product seller in the globe. As of 2017, the
Nike brand is valued at $29.6 billion(David, 2017). Nike ranked No. 89 in the 2018 Fortune 500
list of the largest United States corporations by total revenue(Greene, 2018).
This paper aims to discuss the different marketing strategies that have been employed by Nike as
a multinational brand which help it to achieve global recognition and flourish as successful
sportswear business.
Marketing Strategies
There are a number of marketing strategies that Nike uses to proliferate its business. These are
discussed in detail below.
Product
Market Segmentation
Market segmentation happens to be an important strategy for a company to consider when it
wants to hit and expand to its audience. Sportsmen are the majority consumers of Nike’s
products(Parker, 20).
This segmentation allows the brand to filter the specifications and needs of its target audience.
By providing a good quality product to its audience, Nike wins the business game by specifically
targeting athletes and sportspeople.