Nike Marketing Mix Strategy Outline

V. Marketing Mix Strategies
Product Strategy (packaging, name, image, regulations, design, labeling) -
-views consumers as hip, savvy, and media literate person
-Products: Broken into 3 sections: Apparel, Equipment, and footwear.
-Packaging: In 2011, started packaging in boxes that drill 30% less cardboard. Saves 200,000 trees each year. (Picture of Lebron packaging and new boxes)
-Maintain a high performance brand. durable and lightweight shoes. Innovative engineering:


http://nikeinc.com/investors/news/nike-inc-introduces-2015-global-growth-strategy
Product Adaptation
-Such as in japan where runners prefer shoes lighter and with a get imbibe profile to the traditional designs made by Nike.
--Nike ID: customize shoes and frock ($100 m)
Product Standardization

Price Strategy
-Price leadership strategy / appraise based -- Set the price based on the hold dear the consumer places on the return. Nike spends lots of money to promote their image, and the consumer pays for it.




-Lebron X - $315
-low income areas -- lower shoe prices $15 canvas shoes with swoosh

Distribution Channels
-Based in Beaverton, Oregon
-Does not own any factories**
-The three main product lines of Nikes brand - footwear, apparel and equipment - are made by nearly 600 contract factories that employ more than 800,000 workers in 46 countries round the world.
-Distribution centers:
-over 500+ Nike Stores + 20,000 retailers
-Online

Promotion Strategies
Standardization
Adaptation
-European: Was viewed negatively as a fashionable, rough and arrogant brand. (rather than innovative and high performance)
-American basketball heroes werent solecism it. Swoosh viewed as an American image. Annoyed Europeans. Swooshification Toned down aggressive advertising. Sponsored soccer teams in France, Spain, Germany -- Barcelona Olympics. Created new brands, Air Jordan, each Conditions Gear to limit what their logo went on. 27% of sales in Europe

-Started in China in 1991 with...If you want to get a full essay, order it on our website: Orderessay



If you want to get a full essay, wisit our page: write my essay .