Bill Bowerman and Phil Knight co-founded Blue Ribbon Sports in the 1960s, which later became Nike in 1971. They focused on innovative shoes. In 1971, Nike introduced its first shoe with the waffle sole, which became a footwear sensation for its lightweight design and grip. In 1984, Nike signed Michael Jordan and released the iconic Air Jordan 1 shoes, which helped define Nike's brand identity. Nike has since grown into a leading sportswear company known for its performance athletic shoes and apparel, as well as large-scale marketing campaigns featuring famous athletes.

4. History of Nike
Bill Bowerman and Phil
Knight
In the 1960s, Bowerman and
Knight co-founded Blue
Ribbon Sports, which later
became Nike in 1971. From
the start, they focused on
creating innovative athletic
shoes that meet athletes'
needs.
The Waffle Sole
In 1971, Nike's first shoe with
the waffle sole was
introduced. It became a
footwear sensation for its
lightweight structure,
durability, and grip. This
innovation set Nike apart
from competitors and gave
the company a significant
competitive advantage.
Air Jordan
In 1984, Nike signed
basketball legend Michael
Jordan and released the Air
Jordan 1s. The collaboration
evolved into a line of
basketball shoes and apparel
and helped define Nike's
identity.

5. The marketing mix refers to a set of tactical tools or strategies that a company
uses to effectively market its products or services to its target audience. It
involves a combination of controllable factors that can be adjusted and
optimized to achieve specific marketing objectives and meet customer needs.
Marketing Mix

6. Product Mix
Product mix refers to the complete
range of products or services that a
company offers to its customers. It
encompasses all the various products
and variations that the company
markets under its brand.

7. Women’s
Collection
Men's
Collection
Kid’s
Collection

8. Categories of Nike's Product
Footwear Apparel Gears & Accessories

9. Nike Infinity RN4 Nike Vaporfly 2 Nike Zegama
Footwear
Summer ‘96
Nike SB Dunk Nike Air Max 90 SE
Nike Vapor Edge Nike Court Air Zoom Giannis Immortality 3
Sports
Performance
Sneakers
Running
Shoes

10. Nike Apparels
Casual Wear
Active Wear Outer Wear
Casual and versatile
clothing suitable for
everyday wear. Includes
t-shirts, hoodies,
sweatpants, and more.
Performance-oriented
clothing designed for
workouts and sports activities.
Includes moisture-wicking t-
shirts, leggings, shorts, and
sports bras.
Jackets and coats designed to
provide protection and warmth
in various weather conditions.
This includes windbreakers,
rain jackets, and thermal layers.
Performance Apparel
Specialized clothing
engineered for specific
sports, such as basketball,
soccer, running, and more.

11. Gears & Accessories
Bag
Collection
Hats &
Headwear
Sunglasses
& Eyewear
• Duffle Bags
• Backpacks
• Fanny Pack
• Bucket Hats
• Beanies
• Baseball Caps
• Shield Glasses
• Athletic Eyewear
• Stylish Shades

12. Brand
Brand is the combined form of name, mark, word,
sign or symbol used as an identity of the product. A
brand is not just a logo or a name; it includes a
combination of tangible and intangible attributes that
create a specific perception and emotional
connection with the target audience.

13. Brand Name, Brand Mark & Trademark
Nike's brand mark,
commonly known as
the "swoosh," is one
of the most
recognizable logos in
the world.
A trademark is a legal protection
granted to symbols, names,
slogans, or any distinctive
elements that are used to identify
and distinguish products or
services from those of
competitors.
Brand name is the
word, sign, symbol or
letter which can be
easily pronounced.

14. Packaging
• Packaging refers to the process of creating the physical container or covering that holds a
product, providing protection, information, and visual appeal to the item inside.
• Reasons for packaging a product:
1. Product protection
2. Product identification
3. Promotion
4. Communication
5. Product differences
6. Creation of public image

15. Levels of Packaging
Primary Packaging Transportation Packaging
Secondary Packaging

16. The price mix, also known as the pricing
mix, refers to the combination of
strategies, tactics, and considerations that a
company uses to determine the prices of
its products or services. It involves various
elements that influence how prices are set,
communicated, and adjusted to achieve
specific marketing objectives.
Price Mix

17. Price Range for Nike's Products
Footwear
Nike footwear typically
ranges from $20-$300.
Apparel
Apparel can range from
$20-$180.
Gears & Accessories
Gears & accessories
ranges from $20-$300.

18. Nike’s Pricing Strategy
Premium Pricing
Premium pricing is a pricing strategy where a company sets high prices for its
products.
Geographical Pricing
Nike implements a geographical pricing strategy that considers
the diverse market conditions and consumer behaviors across
different regions.
USA UK

19. Price Skimming Strategy
Introduction of New Products
Nike frequently introduces new
products that are priced high in the
market due to their high perceived
value. This is called price skimming.
Target Market
Nike's target market is willing to pay
more for the latest products, ensuring
that the company earns a healthy
profit margin on each sale.
1 2 3
Price Reduction
As the product matures, Nike reduces
the price to attract new customers.

20. Nike Forward

21. Place mix
The place mix, also known as the distribution
mix, refers to the combination of strategies
and tactics that a company uses to make its
products or services available to its target
customers. The goal of the place mix is to
ensure that products are accessible and
convenient for consumers to purchase at the
right place and time.

22. Channel Distribution
Channel distribution, also known as distribution channel or marketing
channel, refers to the path through which goods or services move
from the producer or manufacturer to the end consumer. It involves a
series of intermediaries, such as wholesalers, retailers, agents, and
distributors, who play a role in the movement of products from the
point of production to the point of consumption.
Zero Level
One-Level Channel
Two-Level Channel
Three-Level Channel
Indirect Channels
Direct Channel

23. Nike’s Distribution Channel
Nike Stores
Nike operates a large network of
company owned stores worldwide.
This provides them a platform to
showcase its full product range,
including exclusive releases and
customization options.
Nike Licensed Retailers
Nike products reach consumers
through authorized retail
partners like sportswear shops,
department stores, and multi-
brand retailers. This approach
expands the brand’s reach and
enhances its presence in various
retail.
Nike Online Store (E-commerce)
Nike has a strong e-commerce
presence, through their own website
and partnerships with leading online
retailers. This provides a convenient
and extensive online shopping
experience for customers worldwide

24. Promotion mix
• The promotion mix, also
known as the marketing
communications mix, refers to
the combination of various
promotional tools and strategies
that a company uses to
communicate with its target
audience and promote its
products or services.

25. Advertising Strategies
Commercials: Nike is known for creating impactful
and emotionally charged commercials that often feature
inspiring narratives, star athletes, and motivational
messages. These ads are designed to resonate with a
wide audience and create a strong brand connection.
Digital Marketing: Nike heavily
utilizes digital platforms, including
social media (Instagram, Twitter,
Facebook), YouTube, and its own
website, to reach its target audience.
These platforms allow Nike to
showcase its products, engage with
customers, and share its brand stories.
Billboards and Out-of-
Home Advertising: Nike
often employs high-impact
outdoor advertisements,
including billboards and
posters, in strategic locations
to capture attention and
reinforce its brand image.
Product Placements: Nike's
products are frequently featured
in movies, TV shows, and
sporting events, providing
exposure to a global audience
and aligning the brand with
popular culture.

26. Athlete Endorsements
LeBron James
Since 2003
Cristiano Ronaldo
Since 2003
Serena Williams
Since 2003
Nike endorses some of the most well-known athletes. This framing allows Nike to grow the
brand’s reach, by tapping into the audiences of the athletes, as consumers start to associate the
players with Nike’s products. Nike have partnered with famous athletes such as: LeBron James,
Cristiano Ronaldo, Serena Williams, and many more. Nike’s endorsements are special because
their campaigns often celebrate their athlete’s stories and accomplishments. Rather than pushing
their products into the forefront of the ad, Nike promotes stories that foster love for the brand.

27. Personal Selling
• Nike does engage in personal selling
through its physical retail stores and
online customer support. In-store
employees and online representatives
provide personalized assistance,
product recommendations, and
information about Nike's offerings to
enhance the shopping experience.

28. Sales Promotion
Membership

29. Discounts
10% Off
For
Military
10% Off
For
Students
10% Off
For First
Responders
& Medical
Professionals
10% Off
For
Birthday

30. Public Relation Strategies
Community Engagement Sustainability Efforts

31. Public Relation Strategies
Diversity & Inclusion
Innovative Product Launches
Athlete Endorsements
&
Partnerships

32. Public Relation Strategies
Diversity & Inclusion
Athlete Endorsements
&
Partnerships

33. Sampurna Bista