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A PROJECT REPORT ON

MARKETING MIX OF NIKE

CODE NO- 138220592027

MBA 2nd SEM

SUBMITTED B !- SUBMITTED TO!-

S"ERRIN MAR A#IAS M$ NE"A "AMI#TON

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ACKNOWLEDGEMENT

T%&$ '()*+, (+')( &$ . (+$/ ) +)($ ) . n/+( ) '+($)n$ d&(+,4 )( &nd&(+,4 .$$),&.+d I

6&$% ) .,n)6+d+ )/( d++' .''(+,&.&)n )( %+ ./.+ $/+$&)n .nd /&d.n,+ (+nd+(+d )

+ 4 %+ 6%&,% %.$ %+'+d + &n ,)'+&n %&$ '()*+,

 I . %+.(4 %.n/ ) Ms NEHA HAMILTON: )( &nd4 .''()&n %&$ '()*+, 6)( .nd

+;+nd&n . %+ ,)-)(d&n.&)n )( %&$

2

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4p’s of Nike

  INTRODUCTION:

 N&+ In, &$ . .*)( '/&,4 (.d+d $')($6+.( .nd +18? &&)n USD &n &$ &$,. 4+.( 2008

@+nd&n M.4 31: 2008 A$ ) 2008: & +')4+d )(+ %.n 30:000 '+)'+ 6)(d6&d+ N&+ .nd

P(+,&$&)n C.$'.($ .(+ %+ )n4 F)(/n+ 500 ,)'.n&+$ %+.d

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  '()n)/n,+d nH  ː ɛ : %+ G(++ )dd+$$ ) &,)(4 N&+ .(+$ &$ '()d/,$ /nd+( &$ )6nː

 (.nd .$ 6+ .$ N&+ G): N&+ P(): N&+: A&( J)(d.n: N&+ S.+).(d&n .nd $/$&d&.(&+$

&n,/d&n C)+ "..n: "/(+4 In+(n.&)n.: U(): .nd C)n+($+ N&+ .$) )6n+d B./+( "),+4

@.+( (+n.+d N&+ B./+( +6++n 1995 .nd 2008In .dd&&)n ) .n/.,/(&n $')($6+.( .nd

+

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 Employees89)299 2008

  &ACKGROUND,:

 N&+: )(&&n.4 n)6n .$ B/+ R&)n S')($: 6.$ )/nd+d 4 Un&+($&4 ) O(+)n (., 

.%++ P%&&' Kn&% .nd %&$ ,).,% B& B)6+(.n &n J.n/.(4 19? T%+ ,)'.n4 &n&&.4 )'+(.+d

.$ . d&$(&/)( )( J.'.n+$+ $%)+ .+( On&$/. T&+(: .&n )$ $.+$ . (., ++$ )/ ) 

Kn&%=$ ./))&+

T%+ ,)'.n4=$ '()&$ (+6

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B)6+(.n d++)'+d .nd (+&n+d %+ $)-,.+d =6.+= $)+ 6%&,% 6)/d +)+ &n) %+ n)6-&,)n&,

.+ T(.&n+( &n 197

B4 1980: N&+ %.d (+.,%+d . 50Q .(+ $%.(+ &n %+ Un&+d S.+$ .%+&, $%)+ .(+: .nd

%+ ,)'.n4 6+n '/&, &n D+,++( ) %. 4+.( I$ ()6% 6.$ d/+ .(+4 ) =6)(d-)-))=

.d+(&$&n @)

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  /RODUCT,:

 N&+ '()d/,+$ . 6&d+ (.n+ ) $')($ +

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&n,/d&n (., &+d: .$+.: &,+ %),+4: +nn&$: A$$),&.&)n )).: .,()$$+: .$+.

.nd ,(&,+ N&+ A&( M.; &$ . &n+ ) $%)+$ &($ (++.$+d 4 N&+: In, &n 1987 T%+ )$ (+,+n

.dd&&)n$ ) %+&( &n+ .(+ %+ N&+ ?0: N&+ NX: .nd N&+ SB $%)+$: d+$&n+d )(

$.+).(d&n N&+ %.$ (+,+n4 &n()d/,+d ,(&,+ $%)+$: ,.+d A&( )) )(+(: d+$&n+d )

 + 30Q &%+( %.n %+&( ,)'+&)($ In 2008: N&+ &n()d/,+d %+ A&( J)(d.n XX3: . %&%

 '+()(.n,+ .$+. $%)+ d+$&n+d 6&% %+ +n&()n+n &n &nd

 N&+ $+$ .n .$$)(+n ) '()d/,$: &n,/d&n $%)+$ .nd .''.(+ )( $')($ .,&&&+$ &+

.$$),&.&)n )).: .$+.: (/nn&n: ,). $')($: +nn&$: A+(&,.n )).: .%+&,$: )

.nd ,()$$ (.&n&n )( +n: 6)+n: .nd ,%&d(+n N&+ .$) $+$ $%)+$ )( )/d))( .,&&&+$ $/,%

.$ +nn&$: ): $.+).(d&n: .$$),&.&)n )).: .$+.: A+(&,.n )).: ,4,&n:

)+4.: 6(+$&n: ,%++(+.d&n: .

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  /RICE:

T%+ 4'+ ) ))d %. 6& + .(++d &$ )&n ) .+, %+ '(&,+ ) . '()d/,  N&+ /$+$

+(&,. &n+(.&)n &n '(&,&n 6%+(+&n %+4 )6n '.(&,&'.n$ . d&+(&n ,%.nn+ ++$ )(

+n.+ &n )(+ %.n )n+ ,%.nn+ ++ )'+(.&)n$ T%&$ &$ .$) .n .+' ) ,)n() ,)$$ .nd

&n/+n,+ '(&,&n '(.,&,+$  N&+$ '(&,&n &$ d+$&n+d ) + ,)'+&&+ ) %+ )%+( .$%&)n

$%)+ (+.&+($ T%+ '(&,&n &$ .$+d )n %+ .$&$ ) '(+&/ $++n .$ .(+ ,/$)+($

 N&+ .$ . (.nd ,).nd$ %&% '(+&/$ N&+$ '(&,&n $(.+4 .+$ /$+ ) +(&,.

&n+(.&)n &n '(&,&n 6%+(+&n %+4 )6n '.(&,&'.n$ . d&+(&n ,%.nn+ ++$ )( .+ '.( &n

)(+ %.n )n+ ,%.nn+ ++ )'+(.&)n$ T%&$ ,.n ,)n() ,)$$ .nd &n/+n,+ '()d/, '(&,&n

  /LACE:

9

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  N&+ $%)+$ .(+ ,.((&+d 4 /&-(.nd $)(+$ .nd %+ +;,/$&+ N&+ $)(+$ .,()$$ %+ )+

 N&+ $+$ &$ '()d/, ) .)/ 20:000 (+.& .,,)/n$ &n %+ US .nd &n .)$ 200 ,)/n(&+$

.()/nd %+ 6)(d In %+ &n+(n.&)n. .(+$: N&+ $+$ &$ '()d/,$ %()/% &nd+'+nd+n

d&$(&/)($: &,+n$++$: .nd $/$&d&.(&+$ Ind+'+nd+n d&$(&/)($ n++d n) .d.' ) ),.

 '(+$$/(+$ +,./$+ %+ P$ ) .(+&n .(+ .n.+d 4 d&$(&/)($ N&+ %.$ ,)n(.,+d 6&%

)(+ %.n 700 $%)'$ .()/nd %+ 6)(d .nd %.$ )&,+$ ),.+d &n 5 ,)/n(&+$ )/$&d+ %+ Un&+d

S.+$ M)$ ) %+ .,)(&+$ .(+ ),.+d &n A$&.: &n,/d&n Ind)n+$&.: C%&n.: T.&6.n: Ind&.: T%.&.nd:

V&+n.: P.&$.n: P%&&''&n+$: .nd M..4$&. N&+ &$ %+$&.n ) d&$,)$+ &n)(.&)n .)/ %+

,)n(., ,)'.n&+$ & 6)($ 6&% ")6++(: d/+ ) %.($% ,(&&,&$ () $)+ )(.n&.&)n$ &+

C)('.,%: N&+ %.$ d&$,)$+d &n)(.&)n .)/ &$ ,)n(., .,)(&+$ &n &$ C)(')(.+ G)+(n.n,+

R+')(

Wo-+.i+e Nike a6(oies

10

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/ROMOTION:

P())&)n &$ .(+4 d+'+nd+n )n &nd&n .,,+$$&+ $)(+ ),.&)n$ I .$) ..&$ )

.(++d .d+(&$&n &n %+ n+6$'.'+( .nd ,(+.&n $(.+&, .&.n,+$ N&+ %.$ ++n )n+ ) %+

)' (+.& &nd/$(&+$ )(

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 (&n$ .+n&)n N&+=$ '()d/,$ + $&+$ .(+ . (+. '())&)n. )) .$ %+4 ,)+( %+$+

++n$ S/,% ++n$ &n,/d+ "))' & /' .nd T%+ G)d+n +$ In&.&)n. N&+ .$) '+($)n.&+$

6+$&+$ T%+4 .+ %+ 6+$&+$ +;,/$&+4 )( . $')( $/,% .$ n&+.$+.,):

n&+)).,): .nd n&+),)

 N&+ &$ ')$&&)n+d .$ . '(+&/-(.nd: $+&n 6+-d+$&n+d .nd +;'+n$&+ '()d/,$

 N&+ /(+$ ,/$)+($ 6&% . .(+&n $(.+4 ,+n+(&n )n . (.nd &.+ 6%&,% &$ ..&n+d 4

d&$&n,&+ )) .nd %+ .d+(&$&n $).n! LJ/$ d) &

 N&+ '())+$ &$ '()d/,$ 4 $')n$)($%&' .(+++n$ 6&% ,++(&4 .%++$:

 '()+$$&)n. +.$: .nd ,)++ .%+&, +.$ ")6++(: N&+=$ .(+&n &; ,)n.&n$ .n4

+++n$ +$&d+$ '())&)n T%+$+ .(+ $/.(&+d +)6!

 Advertising:

F() 1972 ) 1982: N&+ (+&+d .)$ +;,/$&+4 )n '(&n .d+(&$&n &n %&%4

+(&,. '/&,.&)n$ &n,/d&n

Trac and Field !e"s:

M)$ ) %+ +.(4 .d+(&$&n 6.$ ),/$+d )n . n+6 $%)+ (++.$+: +$$+n&.4 )/&n&n

%+ +n+&$ ) %+ (/nn&n: .$+.: )( +nn&$ $%)+ In 197?: %+ ,)'.n4 %&(+d &$ &($

)/$&d+ .d .+n,4: J)%n B()6n .nd P.(n+($: 6%) ,(+.+d 6%. .n4 ,)n$&d+( N&+=$ &($

=(.nd .d+(&$&n= &n 1977 A '(&n .d 6&% %+ .&n+ LT%+(+ &$ n) &n&$% &n+L +./(+d .

)n+ (/nn+( )n . (/(. ().d .nd +,.+ .n &n$.n ,.$$&, T%+ $/,,+$$ ) %&$ $&'+ .d

&n$'&(+d N&+ ) ,(+.+ . ')$+( +($&)n %. ./n,%+d %+ ,)'.n4=$ ')$+( /$&n+$$ In 1982:

 N&+ .&(+d &$ &($ n.&)n. ++&$&)n .d$: ,(+.+d 4 n+64 )(+d .d .+n,4

&+d+nK+nn+d4: d/(&n %+ N+6 )( M.(.%)n T%+ C.nn+$ Ad+(&$&n F+$&. %.$

n.+d N&+ &$ =.d+(&$+( ) %+ 4+.(= )n 6) $+'.(.+ ),,.$&)n$: %+ &($ .nd )n4 ,)'.n4

) (+,+&+ %. %)n)( 6&,+ @199: 2003N&+ .$) %.$ +.(n+d %+ E4 A6.(d )( +$

,)+(,&. 6&,+ $&n,+ %+ .6.(d 6.$ &($ ,(+.+d &n %+ 1990$

In .dd&&)n ) .(n+(&n .6.(d$: N&+ .d+(&$&n %.$ +n+(.+d &$ .&( $%.(+ )

,)n()+($4

12

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E-,)+(,+ &$ .n )'')(/n&4 )( ++(4 ,)'.n4: & %+4 d) & ,)((+,4 C)n$/+($

.(+ /$&n %+ In+(n+ )(+ .nd )(+ ) '/(,%.$+ %+&( ))d$ .nd $+(&,+ T%+ .(+&n

&;: &$$&)n $.++n$: .(+&n $(.+&+$: .nd W$&,&n+$$ .(+ +;(++4 &')(.n &$

%.&n . $/,,+$$/ In+(n+ .(+&n $(.+4 M.( M&.n: '(+$&d+n ) M&.n S+.(,%

G()/' In, . n.&)n. (+.&&n ,)n$/&n (+,+n4 $.&d: WE+(4)n+ &$ d)&n & I 4)/ d)n

d) &: 4)/(+ d+.d &n %+ 6.+( T%+ )+(. (.n&n ) %+ )/( .%+&, $%)+ ,)'.n&+$ .(+

 N&+ @1: Ad&d.$ @2: R++) @3: .nd F&. @ T%&$ .(+ d&+(+n,+ &n %+ (.n&n +6++n

%+ )/( ,)'.n&+$ ,+.(4 d+)n$(.+$ N&+=$ )n&n+ d)&n.n,+ .$ %+ +.d+( &n &$ &nd/$(4

C)(')(.&)n$ $%)/d .nd /$ %.+ . &$$&)n $.++n %. 6& ++' %+ ),/$+d .nd /&d+d

&n %+ (&% d&(+,&)n N&+ %.d &$$&)n $.++n$ %. .+ %+ ,/$)+( $)+ &d+. ) 6%. %+

,)'.n4 &$ . .)/ B4 d+&n&&)n: . &$$&)n $.++n &$ . ,+.( .nd ,)n,&$+ $.++n %.

+;'.&n$ %+ )(.n&.&)n’$ (+.$)n )( +&n @F+((+ + .: 1998 T%+(+ .(+ &+

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  Con6-usion:

M.(+&n &; .n.4$&$ &$ . /nd.+n. $+' )6.(d$ ++,&+ $(.+4 %+(+ )%+(

.n.4$&$ .(+ )(+ (+.+d ) +n&()n+n .nd +.$&&&4 .n.4$&$: %+ P$ ) .(+&n &n,/d&n %+

 '()d/, &$+: '(&,&n: '.,++n .nd '())&)n .(+ %+ )/( 6%++$ ) %+ +%&,+ )n 6%&,% %+ '.%

) .n )(.n&.&)n$ .(+&n $/,,+$$ &$ .,/.4 d+'+nd+n N&+$ (.nd &.+$: %+ N&+ n.+:

.nd %+ (.d+.( $6))$% .+ & )n+ ) %+ )$ (+,)n&.+ (.nd$ &n %+ 6)(d N&+$ (.nd

 ')6+( &$ )n+ (+.$)n )( &$ %&% (++n/+$ N&+$