The positioning of Nike

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.