Nike’s Marketing Communication Mix
Nike uses its marketing communication mix to appeal to target segments around the globe. The company focuses on promotion to create the buzz about the brand. Nike is a good example of the company which has a comprehensive, balanced, well-structured, and effective marketing mix. It is prone to both existing and potential customers.
Nike’s product portfolio includes shoes, apparel, and sports equipment for a range of sports including basketball, tennis, jogging, aerobic, football, golf, bicycling, volleyball, wrestling, cheer leading, aquatic activities, and auto racing.
Nike also market luxury apparel and casual footwear and accessories for men, women, and children under the brand Cole Haan. Their another brand Sports Specialties carries out ice skates, skate blades, in-roller skates, protective gear, hockey sticks and hockey jerseys and accessories.In addition to the Nike and Cole Haan brands, Nike’s brand portfolio includes Converse (athletic and lifestyle footwear, apparel and accessories); Umbro (a leading UK based soccer brand); Hurley (action sports and youth lifestyle footwear, apparel and accessories) and Nike Golf. Each brand contributes to Nike’s product portfolio and ensures broad coverage of the brand in different price segments around the globe.The Bauer brand carries hockey equipment. Sports apparel for surfing, snowboarding, and skateboarding are sold under the brand Hurley. Additionally, Nike sells performance equipment, such as sport balls, eyewear, timepieces, and other related accessories.
The line of shoes Nike Air Max was launched in 1987. The most recent additions to their line are the Nike 6.0, Nike NYX, and Nike SV skateboarding shoes. Recently, Nike also introduced the cricket shoes, Air Zoom Yorker, which were 30% lighter than their analogues. In 2008, Nike presented a line of high performance basketball shoes Air Jordan XX3, designed in compliance with their CSR principles. Due to Nike’s close cooperation with consumers and athletes, the company is able to come up with innovative technologies and products. It runs its own the Nike Sport Research Lab, which enables the experts in biomechanics, exercise physiology, engineering, industrial design and related fields to work on new product designs. Nike’s R&D also works on designing the new technologies and lightweight materials, like Flywire support system, and Lunarlite Foam cushioning, to further reduce the weight of different kinds of footwear.
Nike’s other innovations like Free footwear, Hyperdunk basketball shoe, and the new Trainer 1 shoe continue to set the standard for the industry.Nike is also known for its cross-industry collaboration with Apple Inc. that resulted in an innovative product the Nike+ , which tracks a runner’s performance via a built-in sensor in the shoe and transmits the data to the Ipod.It is also important to emphasize how the Internet changed the Product and enables mass customization. For instance, nikeid.nike.com and www.converse.com are two Nike’s platforms where customers may customize their sneakers.To summarize this part, it is essential to explore the key features and benefits of the Nike brand, as compared to its competitors Reebok and Adidas.
Nike has a hybrid …