Nike began as a company focused on designing comfortable running shoes for athletes when most other shoe companies only designed shoes for everyday wear. It positioned itself as the most valuable sports brand known for premium quality, innovative design, and being technically advanced. Nike grew significantly using the strategy of appealing to people's desire to live healthily and view themselves as athletes. It aimed to satisfy customers' needs for comfort, quality, and status through high-performance products. Nike has faced challenges marketing in Asia but addressed this by promoting running as a social activity and launching new campaigns.

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3. Athletes
Gym regulars
Sports enthusiasts
Brand freaks
Image seekers
People of Urban and semi-urban cities
Earning more than Rs. 50,000 per month

4. At the time of 70’s most of the shoe manufacturers were focusing on designing sophisticated
Shoes for normal people and nobody is thinking for the athletes whereas NIKE focused on
providing comfort shoes which were designed speacially for the athletes.
NIKE has positioned itself in the minds of the consumer as a
company which is:-
 Most valuable sports brand.
 Premium quality products.
 High price.
 Innovative design.
 Technically advanced.

5. NIKE enters in the market with their first product i.e.
a track running shoes.
The tagline of NIKE "Just do it" and the Swoosh logo make it the
most valuable sports brand in the world. Its “Swoosh” logo is
instantly recognizable around the globe.

6. We all want to live a healthy life,we all want to run,we all value the fitness. There is an
ATHLETE in all of us.
NIKE very smartly use this Ideal Self Image of an Athlete to connect with their
consumers.
The mission statement of NIKE said it very clearly that:
“To bring inspiration and innovation to every athlete in the world”
AND
“If you have a body, you are an ATHLETE”
Sponsoring sports events is another great promotional technique of Nike which
connect it with their mission statement.

7. Consumers of NIKE has intrinsic needs such as latest style,
comfortability, durability, good quality etc. NIKE has the
most advance labs for designing the shoes for their
consumers. NIKE shows its research, design, and
development efforts in their advertisements in such a way
which create an extrinsic ques which satisfy the intrinsic
ques of their consumers.

8. The above ad shows that their special sole provide lightweight low profile cushioning, its
an extrinsic ques which satisfy the intrinsic ques of comfort.
When the intrinsic ques of the consumers gets satisfied then a positive perception for the
quality of product automatically generate which create trust for the brand.

9. Needs always originate from Desires.
As I said earlier, NIKE has figure out that their is a desire of fitnees in most of
the people living in urban areas. If I say according to MASLOW’S HIERARCHY
OF NEEDS , NIKE as a sportswear company try to satisfy a combination of
needs i.e. physiological needs, safety & security needs , ego needs.
 Physiological needs- The products of NIKE satisfy the basic physiological
need of wearing a comfortable shoe.
 Safety & security needs- The high quality products of NIKE made by using
latest research & technology and ensure that the consumers are protected
from injuries & accidents.
 Ego needs- The brand name of NIKE become a status symbol because of its
high price & unique designs.
Consumers get motivated for purchasing NIKE because it satisfy their needs.

10. Nike triger the basic motivational functions:
Utilitarian function- NIKE ads are designed to show their utilitarian purpose
for example look at the following ad it simply highlight the utilitarian purpose
of the shoe.

11. Ego defensive function- NIKE ads always encourage their customers to do
something that they want.Their campaigns like “RISK EVERYTHING” ,
“FIND YOUR GREATNESS” etc. always motivate the general people for doing
something great.

12. Value expressive function- In most of the ads, NIKE highlight the value of
Achieving something,the value of healty body, the value of taking risk, the of
Value hardworking etc. And all these things have emotional value in every
individuals life.
Knowledge function- NIKE always provide the facts like the special material
that they use, the cutting technology etc.in their ads so that the consumers
understand that why is NIKE better than other brands.

13. To develop a close relationship with their customers NIKE launch its customise
shoes option. Now you can design your own shoes with the level of quality you
want by just visiting NIKEiD.com .
This kind of initiative will ensure the customer satisfaction and also the retaintion.

14. NIKE has faces some Marketing Challenge in Asia where young
urban people live in a very congested areas.
In Asia, running is not something most people in heavily polluted
cities choose to do with their leisure time.
NIKE always known to promote fitness through its different ads
showing mostly runners. NIKE promote running through their most
of the ads.
NIKE faces a huge problem in encouraging the Asian people to
choose NIKE’s running shoes.

15. NIKE starts launching many running campaigns and events which
encourage the runners of Asia. One of the key of Nike's
Marketing strategy is making running a social event for young,
urban, image-conscious Asian people. All the ads are designed in
such a ways that shows the importance of running,the
importance of fitness,the importance of sports in the life of
every individual.

16. The campaign seems to be doing its job of getting more people
interested in atleast giving running a try. Nike engaged with more than
35,000 potential runners during its Lunar Runs and during a four-day
Festival of Sports event in Shanghai.

17. It's worth remembering that in the 1990s the global boycott campaign of Nike
was so successful that it has now become an object lesson in how giant
corporations can be brought to account by ordinary consumers.
After facing the boycott in 1990 , in response to working conditions in Nike
contracted factories in Indonesia and China.
NIKE, Inc. has create a code of ethics for all employees called Insides the Lines.
It defines the standards of conduct it expect employees to follow and
includes a range of topics on employee activity, ethical behavior, product
safety, legal compliance, competition and use of resources. While Insides the
Lines addresses the behavior of NIKE, Inc. employees, the Code of
Conduct addresses contractors that manufacture Nike-branded products. It
directs them to respect the rights of their employees and to provide them
with a safe and healthy work environment.

18. Atlast, I want say that
NIKE,inc. become a billion
dollars company because it
always stick to its core
values i.e. honesty,
competitiveness, and
teamwork.