The Positioning
statement of Nike is “For serious athletes, Nike gives confidence that provides
the perfect shoe for every sport”. In today’s competitive environment, Nike, one
of the global leaders in sporting goods industry, has established a strong
position for enhancing athletic life style. It’s the number one sports
manufacturer in the world. It is the leading sporting goods Company in the
United States and hundred and ten countries. However, it has become the passion
for everyone to use its brand products that create the Nike Just Do It feeling
for the competition.
The consumer’s perception of brand influences their
buying decision in sports industry, so Nike always has been able to position to
customer’s expectation and athletic fantasy that is endorsed by real athletes.
Its Products offer a
wide range of choices for the individuals; from sports equipment, athletic
shoes, to clothes. It has continuously tried to target the world’s youth
population through basketball and many more popular games around the world. Nike
partnered with Michael Jordan to have his name Jordan shoes for basketball and
designed Jordan I, Jordan II and followed by many more. Nike's marketing
strategy is accepted to be an important component of the company's success.
Nike is positioned as a premium-brand, selling well-designed and very expensive
products.
The Nike’s effective Marketing Mix Program
supports the brand positioning in the target market. Its product is considered
to be highly effective and comfortable to the athletes. It has dominated United
States sports market. It is recognized for the quality of its shoes and has
gained the reputation all over the world. Due to its higher quality shoes, its
Prices are usually higher than the normal brand. So, the customers perceive it
as high-end product.
Nike truly focuses on its athletic products, rather
than concentrating on fashionable outfitters. It has engaged in the cultural
phenomenon in the world with its world’s most watched events like Basketball
and Soccer. Also, it’s successful in gaining the attention of the United States
athletes with its most watched sporting event-NFL.
The Brand essence of Nike means a unique way of
expressing sport in forms of performance, whereas its Brand personality is
seriousness of athletes and global representations. For example, Nike + I pod
sport kit changed the way people run and created better running experience.
Nike chooses independent distributors. NIKE sells its products through about
22,000 retail accounts in the U.S and licensees in other countries.
Improvements:
Nike is a well-known
and well established brand around the world and it is doing all its work
accordingly. However, it's pricing has always been high, as a result, many
people cherish to buy them but most often they find it difficult to afford. Nike
should focus more on reducing its prices without hampering its quality and
grand appearance.
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