TABLE OF CONTENT

S No. CONTENT Page No.

1 CHAPTER – 1: 1-9

2 CHAPTER – 2:
LITERATURE REVIEW 10-34
3 CHAPTER – 3: 35-40
RESEARCH METHODOLOGY

4 CHAPTER – 4:
DATA ANALYSIS 41-48
5 CHAPTER – 5:
HYPOTHESIS TESTING 49-53
6 CHAPTER – 6: 54-56
CONCLUSIONS

8 ANNEXURE 57-62

IV
 CHAPTER-1

INTRODUCTION

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 CHAPTER 1 – INTRODUCTION

INTRODUCTION TO TOPIC WHAT IS

MARKETING?

Marketing refers to activities a company undertakes to promote the buying or selling of a product
or service. Marketing includes advertising, selling, and delivering products to consumers or other
businesses. Some marketing is done by affiliates on behalf of a company. Professionals who
work in a corporation's marketing and promotion departments seek to get the attention of key
potential audiences through advertising. Promotions are targeted to certain audiences and may
involve celebrity endorsements, catchy phrases or slogans, memorable packaging or graphic
designs, and overall media exposure.

• Marketing refers to all activities a company does to promote and sell products or services
to consumers.
• Marketing makes use of the "marketing mix," also known as the four Ps—Product, Price,
Place, and Promotion.
• Marketing used to be centered around traditional marketing techniques including
television, radio, mail, and word-of-mouth strategies.
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 • Though traditional marketing is still prevalent, digital marketing now allows companies
to engage in newsletter, social media, affiliate, and content marketing strategies.
• At its core, marketing seeks to take a product or service, identify its ideal customers, and
draw the customers' attention to the product or service available.

WHY IS MARKETING SO IMPORTANT?

Marketing is important for a few reasons. First, marketing campaigns may be the first time a
customer interacts or is exposed to a company's product. A company has the opportunity to
educate, promote, and encourage potential buyers. Marketing also helps shape the brand image a
company wants to convey. For example, an outdoor camping gear company that wants to be
known for its rugged, tough goods can embark on specific campaigns that embody these traits
and make these emotions memorable to prospective customers.

WHAT ARE THE 4 P’s OF MARKETING?

Product, price, place, and promotion are the Four Ps of marketing. The Four Ps collectively make up
the essential mix a company needs to market a product or service. Neil Borden popularized the
idea of the marketing mix and the concept of the Four Ps in the 1950s.

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 • Product refers to an item or items the business plans to offer to customers. The product
should seek to fulfil an absence in the market, or fulfil consumer demand for a greater
amount of a product already available. Before they can prepare an appropriate campaign,
marketers need to understand what product is being sold, how it stands out from its
competitors, whether the product can also be paired with a secondary product or product
line, and whether there are substitute products in the market.
• Price refers to how much the company will sell the product for. When establishing a
price, companies must consider the unit cost price, marketing costs, and distribution
expenses. Companies must also consider the price of competing products in the
marketplace and whether their proposed price point is sufficient to represent a reasonable
alternative for consumers.
• Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product
placement does it get? When it's sold online, what kind of digital product placement does
it get?
• Promotion, the fourth P, is the integrated marketing communications campaign.
Promotion includes a variety of activities such as advertising, selling, sales promotions,
public relations, direct marketing, sponsorship, and guerrilla marketing. Promotions vary
depending on what stage of the product life cycle the product is in. Marketers understand
that consumers associate a product’s price and distribution with its quality, and they take
this into account when devising the overall marketing strategy.

WHAT IS A MARKETING STRATEGY?

A marketing strategy refers to a business’s overall game plan for reaching prospective
consumers and turning them into customers of their products or services. A marketing strategy
contains the company’s value proposition, key brand messaging, data on target customer
demographics, and other high-level elements.

A thorough marketing strategy covers the four Ps of marketing: product, price, place, and
promotion.

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 • A marketing strategy is a business’s game plan for reaching prospective consumers and
turning them into customers of their products or services.
• Marketing strategies should revolve around a company’s value proposition.

• The ultimate goal of a marketing strategy is to achieve and communicate a sustainable

competitive advantage over rival companies.

HOW TO CREATE A MARKETING STRATEGY?

1. Identify your goals: While sales are the ultimate goal for every company, you should have
more short-term goals such as establishing authority, increasing customer engagement, or
generating leads. These smaller goals offer measurable benchmarks for the progress of
your marketing plan. Think of strategy as the high-level ideology and planning as how
you accomplish your goals.

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2. Know your clients: Every product or service has an ideal customer, and you should know
who they are and where they hang out. If you sell power tools, you’ll choose marketing
channels where general contractors may see your messaging. Establish who your client is
and how your product will improve their lives.
3. Create your message: Now that you know your goals and who you’re pitching to, it’s
time to create your messaging. This is your opportunity to show your potential clients
how your product or service will benefit them and why you’re the only company that can
provide it.
4. Define your budget: How you disperse your messaging may depend on how much you
can afford. Will you be purchasing advertising? Hoping for a viral moment on social
media organically? Sending out press releases to the media to try to gain coverage? Your
budget will dictate what you can afford to do.
5. Determine your channels: Even the best message needs the appropriate venue. Some
companies may find more value in creating blog posts for their website. Others may find
success with paid ads on social media channels. Find the most appropriate venue for your
content.
6. Measure your success: To target your marketing, you need to know whether it is reaching
its audience. Determine your metrics and how you’ll judge the success of your marketing
efforts.

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 OBJECTIVES

WHAT ARE MARKETING OBJECTIVES?

Marketing objectives are specific goals that an organization sets to achieve through its marketing
efforts. These objectives serve as a roadmap and provide direction for the marketing strategy and
tactics. Marketing objectives are typically aligned with the overall business goals and are
designed to contribute to the organization's success. Here are some common marketing
objectives:

1. Increase brand awareness: This objective focuses on making the target audience aware of
the brand, its products, or its services. It aims to enhance brand recognition and visibility
in the market.
2. Generate leads or sales: One of the primary objectives of marketing is to drive sales and
generate revenue. This objective focuses on attracting potential customers, nurturing them
through the sales funnel, and converting them into paying customers.

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 3. Expand market share: This objective aims to increase the organization's market share by
capturing a larger portion of the target market. It involves strategies to gain a competitive
advantage, attract new customers, and retain existing ones.
4. Enhance customer loyalty and retention: Building strong relationships with customers is
crucial for long-term success. This objective focuses on increasing customer loyalty,
encouraging repeat purchases, and reducing customer churn or attrition.
5. Introduce new products or enter new markets: When an organization wants to introduce
new products or expand into new markets, marketing objectives focus on creating
awareness, generating interest, and driving adoption of the new offerings.
6. Improve customer satisfaction: Satisfied customers are more likely to become loyal
advocates for a brand. Marketing objectives related to customer satisfaction aim to
understand customer needs, enhance the customer experience, and exceed customer
expectations.
7. Establish thought leadership: This objective is common for organizations that want to
position themselves as industry leaders or experts. It involves creating valuable content,
participating in industry events, and engaging in thought leadership activities to build
credibility and authority.
8. Enhance brand reputation: Brand reputation is crucial for building trust and attracting
customers. Marketing objectives related to brand reputation focus on managing brand
perception, addressing customer concerns, and maintaining a positive brand image.
9. Increase website traffic and online engagement: In the digital age, online presence is vital
for businesses. Marketing objectives may include increasing website traffic, improving
search engine rankings, and enhancing online engagement through social media
platforms, content marketing, and other digital strategies.

SMART MARKETING OBJECTIVES

Specific – Objective clearly states, so anyone reading it can understand, what will be done
and who will do it.
Measurable – Objective includes how the action will be measured. Measuring your
objectives helps you determine if you are making progress. It keeps you on track and on
schedule.
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Achievable – Objective is realistic given the realities faced in the community. Setting
reasonable objectives helps set the project up for success
Relevant – A relevant objective makes sense, that is, it fits the purpose of the grant, it fits
the culture and structure of the community, and it addresses the vision of the project.

Time-bound – Every objective has a specific timeline for completion.

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 CHAPTER-2

REVIEW OF

LITERATURE

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 CHAPTER 2 – REVIEW OF LITERATURE

NIKE INC.

HISTORY

Fig.1 LOGO

Fig.2 BILL BOWERMAN AND PHIL KNIGHT

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Nike's history is a testament to its evolution from a small distributor to a global powerhouse in
the sports and athletic footwear industry. The journey began in 1964 when Bill Bowerman, a
track and field coach, and Phil Knight, a former middle-distance runner, founded Blue Ribbon
Sports (BRS). Initially, BRS operated as a distributor for the Japanese shoe brand Onitsuka
Tiger (now ASICS), importing and selling their athletic shoes in the United States.

In 1971, BRS took a significant leap forward by introducing its own line of athletic footwear and
rebranded itself as Nike. The name "Nike" was inspired by the Greek goddess of victory,
symbolizing the brand's commitment to triumph and achievement. The iconic Nike "Swoosh"
logo, designed by Carolyn Davidson, made its debut in 1972, adorning Nike shoes with its sleek
and recognizable emblem.

Fig.3 SWOOSH

Fig.4 THE REVOLUTIONARY WAFFLE SOLE

Throughout the years, Nike expanded its product offerings beyond footwear, venturing into
apparel, equipment, and accessories. The brand's relentless pursuit of innovation and
performance led to the development of groundbreaking technologies such as Air cushioning,
Zoom Air, and Flyknit, further enhancing athletes' abilities and pushing the boundaries of
athletic footwear design.

Nike's marketing prowess played a crucial role in its success story. The company forged
partnerships with legendary athletes like Michael Jordan, Serena Williams, and Cristiano
Ronaldo, leveraging their star power and endorsement deals to promote the brand and its
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products. Nike's

[13]
marketing campaigns, including the iconic "Just Do It" slogan introduced in 1988, resonated
with consumers, inspiring them to pursue their goals, overcome challenges, and embrace an
active lifestyle.

Fig.5 "JUST DO IT"

As Nike continued to dominate the sports industry, it also recognized the importance of social
responsibility and sustainability. The brand has made strides in reducing its environmental
impact, incorporating sustainable materials, and supporting community initiatives. Nike has
championed causes such as equality, diversity, and inclusion, aligning itself with social
movements and using its platform to drive positive change.

Today, Nike stands as a global powerhouse, recognized for its innovative designs, superior
performance, and strong brand presence. With a diverse range of products and a wide reach
across various sports and activities, Nike continues to shape the future of athletic footwear and
apparel. Its rich history exemplifies a relentless pursuit of excellence and a commitment to
inspiring athletes and individuals worldwide.

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 HEADQUATERS

Fig.6 NIKE'S WORLD HEADQUATERS

Nike's world headquarters are surrounded by the city of Beaverton but are within unincorporated
Washington Country. The city attempted to forcibly annex Nike's headquarters, which led to a
lawsuit by Nike, and lobbying by the company that ultimately ended in Oregon Senate Bill 887
of 2005. Under that bill's terms, Beaverton is specifically barred from forcibly annexing the land
that Nike and Columbia Sportswear occupy in Washington County for 35 years, while Electro
Scientific Industries and Tektronix receive the same protection for 30 years. Nike is planning to
build a 3.2 million square foot expansion to its World Headquarters in Beaverton. The design
will target LEED Platinum certification and will be highlighted by natural daylight, and a grey
water treatment centre.

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Nike's headquarters, known as the Nike World Headquarters, is located in Beaverton, Oregon,
United States. The campus serves as the central hub for Nike's global operations and houses
various facilities and departments.

Spanning over 400 acres, the Nike World Headquarters features a combination of office spaces,
research and development facilities, design studios, sports research labs, and athlete training
centers. The campus is designed to foster collaboration, innovation, and a vibrant work
environment.

Key features of Nike's headquarters include:

• The Mia Hamm Building: Named after the renowned American soccer player, this
building houses the Nike Sports Research Lab. It is dedicated to advancing sports
science, conducting research, and developing innovative products.
• The Michael Jordan Building: This building, named after the basketball legend, hosts
various departments, including Nike's basketball division. It serves as a center for design,
development, and marketing of basketball-related products.

• The Tiger Woods Center: Named after the iconic golfer, this building is dedicated to
Nike's golf division. It includes research and development facilities, design studios, and
training areas for golf-related products and technologies.

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 • The Lance Armstrong Building: Named after the former professional cyclist, this
building focuses on Nike's cycling division. It houses research and development facilities,
design studios, and spaces for testing and developing cycling products.
• The Bo Jackson Fitness Center: Named after the multi-sport athlete, this state-of-the-art
fitness center is available to Nike employees. It features gymnasiums, fitness studios,
training areas, and recreational facilities to promote employee well-being and an active
lifestyle.

The Nike World Headquarters campus also incorporates outdoor spaces, including sports fields,
running trails, and recreational areas. These outdoor facilities encourage physical activity and
provide opportunities for employees to engage in sports and fitness activities.

The campus reflects Nike's commitment to sustainability, incorporating various eco-friendly

features. These include renewable energy sources, water conservation measures, and sustainable
building materials to minimize the environmental impact of the headquarters.

As Nike's central hub for global operations, the Nike World Headquarters serves as a vibrant and
innovative workplace where employees from different departments collaborate, create, and drive
the brand's mission forward.

LOGO EVOLUTION

The Nike logo was designed by Carolyn Davidson, a graphic design student attending Portland
State University, where Phil Knight, one of Nike’s founders, was an accounting professor. For
her troubles, Carolyn Davidson was paid just $35! Despite being a simple but famous logo, the
swoosh symbol has changed and evolved since it was first conceived.

1971

Carolyn Davidson’s first designs did not catch Knight’s eye, but he still decided to use them,
accepting that they would perhaps win him over in time.

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 Fig.11 LOGO-1971

1978

Futura Bold replaced the cursive serif typeface in 1978. The new font has a far more geometric
shape, and the edge of “E” runs into the swoosh’s tail. The style of kerning is particularly
intriguing, with different spacing between the letters.

Fig.12 LOGO-1978

1985

For a brief period, the Nike logo was inside a square. But this did not last long as it was during
this period that Nike started endorsing popular athletes, with Michael Jordan the most prominent
of the lot. By the late 1980s, Nike introduced its motto “Just Do It.” Legend has it that the slogan
was inspired by the phrase “let’s do it,” which were the last words uttered by death row killer
Gary Gilmore before his execution.

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 Fig.13 LOGO-1985

1995

Nike’s current logo, the lone swoosh, was adopted in 1995. Today, the emblem is understood to
stand for athleticism, speed, and quality in clothing design. Frequently mentioned as one of the
world’s most recognizable logos, the Nike symbol makes a solid case for simplicity.

LOGO -1995

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 MARKETING STRATEGIES

Nike, as a global leader in the sports apparel industry, employs various marketing strategies to
effectively promote its brand and products. Here are some of the key marketing strategies
followed by Nike:

• Brand Positioning: Nike has established a strong brand identity by positioning itself as a
brand that inspires and empowers athletes and sports enthusiasts. The company's tagline,
"Just Do It," encapsulates its commitment to pushing boundaries and achieving greatness.
Nike strategically aligns its brand with the values of athleticism, performance, innovation,
and a competitive spirit.
• Product Innovation: Nike emphasizes continuous product innovation to stay ahead of
the competition. The company invests heavily in research and development to create
technologically advanced products that enhance performance and meet the evolving
needs of athletes. Nike's product range includes footwear, apparel, equipment, and
accessories designed for various sports and activities.
• Emphasis on Athlete Endorsements: Nike leverages endorsements from high-profile
athletes to enhance its brand image and connect with consumers. By partnering with
renowned athletes such as LeBron James, Cristiano Ronaldo, and Serena Williams, Nike
reinforces its association with top performers and inspires consumers to strive for
greatness.
• Engaging Advertising Campaigns: Nike is known for its impactful and emotionally
driven advertising campaigns. The company creates ads that resonate with consumers by
focusing on inspiring stories, social issues, and the triumph of the human spirit. Nike's
advertisements often feature a combination of elite athletes, everyday individuals, and
messages that encourage determination, resilience, and self-belief.
• Digital Marketing and Social Media Presence: Nike leverages digital platforms and
social media channels to engage with its target audience effectively. The company
maintains active profiles on platforms like Instagram, Twitter, and YouTube, where it
shares engaging content, promotes new product releases, and interacts with consumers.
Nike also utilizes influencers and user-generated content to amplify its brand message
and foster a sense of community.

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 • Sponsorship and Collaborations: Nike strategically sponsors high-profile sports events,
teams, and athletes to increase brand visibility and connect with consumers on a global
scale. The company's sponsorship deals include partnerships with major sports leagues,
such as the NFL and NBA, as well as collaborations with fashion designers, musicians,
and other brands. These partnerships enable Nike to tap into new markets, reach diverse
audiences, and create limited-edition products that generate excitement and demand.
• Personalization and Customization: Nike embraces personalization and customization
to provide unique experiences for its customers. Through initiatives like Nike By You
(formerly NikeiD), customers can customize their footwear and apparel, choosing colors,
materials, and even adding personal details. This approach allows Nike to cater to
individual preferences and create a sense of exclusivity.
• Community Engagement: Nike actively engages with communities by organizing
grassroots sports events, supporting youth initiatives, and promoting active lifestyles. The
company's community-focused programs, such as Nike Community Impact and Nike
Grind, aim to inspire and empower individuals through sports while making a positive
impact on the environment and society.

By implementing these marketing strategies, Nike has successfully built a strong brand presence,
fostered consumer loyalty, and sustained its position as a leading player in the sports apparel
industry.

FINANCE

Nike was made a member of the Dow Jones Industrial Average in 2013, when it replaced Alcoa.

On December 19, 2013, Nike's quarterly profit rose due to a 13 percent increase in global orders for
merchandise since April of that year. Future orders of shoes or clothes for delivery between
December and April, rose to $10.4 billion. Nike shares (NKE) rose 0.6 percent to $78.75 in
extended trading.

In November 2015, Nike announced it would initiate a $12 billion share buyback, as well as a two-
for-one stock split, with shares to begin trading at the decreased price on December 24. The split
will be the seventh in company history.
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In June 2018, Nike announced it would initiate a $15 billion share buyback over four years, to
begin in 2019 upon completion of the previous buyback program.

For the fiscal year 2018, Nike reported earnings of US$1.933 billion, with annual revenue of
US$36.397 billion, an increase of 6.0% over the previous fiscal cycle. Nike's shares traded at over
$72 per share, and its market capitalization was valued at over US$114.5 billion in October 2018.

In March 2020, Nike reported a 5% drop in Chinese sales associated with stores' closure due to
the COVID-19 outbreak. It was the first decrease in six years. At the same time, the company's
online sales grew by 36% during Q1 of 2020. Also, the sales of personal training apps grew by
80% in China.
Table 1 NIKE'S NET INCOME WORLDWIDE

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Table 2 INCOME STATEMENT OF NIKE

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 Table 3 BALANCE SHEET OF NIKE

Table 4 CASH FLOW STATEMENT OF NIKE

RANGE OF PRODUCTS

Nike offers a wide range of products encompassing athletic footwear, apparel, equipment, and
accessories. The brand caters to various sports and activities, as well as casual and lifestyle wear.
Here are some key product categories offered by Nike:

Athletic Footwear: Nike is renowned for its athletic footwear, which includes running
shoes, basketball shoes, soccer cleats, tennis shoes, training shoes, golf shoes, and more.
Each category offers specialized designs and technologies to enhance performance and
comfort for specific sports and activities.

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 Fig.15 NIKE ATHLETIC FOOTWEAR

Apparel: Nike offers a diverse range of sports apparel for both men and women. This
includes tops, t-shirts, jerseys, hoodies, jackets, shorts, leggings, pants, sports bras, and
more. Nike's apparel combines style and functionality, incorporating moisture-wicking
fabrics, ergonomic designs, and performance-enhancing features.

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 Fig.16 NIKE APPARELS

Equipment: Nike produces a variety of sports equipment, including basketballs, soccer

balls, golf clubs, tennis rackets, and fitness accessories. These products are designed to
meet the needs of athletes and enthusiasts across different sports and activities.

Fig.17 NIKE'S EQUIPMENT

• Accessories: Nike offers a range of accessories to complement its footwear and apparel.
This includes bags and backpacks, socks, hats, caps, gloves, headbands, wristbands,
sunglasses, and fitness trackers. Nike's accessories combine style and functionality,
providing athletes and individuals with performance-enhancing and fashionable options
• Lifestyle and Fashion: In addition to its sports-specific products, Nike has expanded into
the lifestyle and fashion segment. The brand offers casual footwear, such as sneakers and
lifestyle shoes, as well as fashion-forward apparel, including streetwear, collaborations,
and limited-edition collections that blend sportswear with fashion trends.

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 Fig.18 NIKE'S FASHION AND LIFESTYLE

Nike's best-selling range of products in the present time includes a variety of sneakers and athletic
shoes. Here are some of the most popular Nike shoes and sneakers:

• Air Force 1: The Air Force 1 is the best-selling Nike silhouette, with approximately 10
million pairs sold around the world in a year

• Air Max: The Air Max is one of the most popular Nike shoes out currently, known for its
comfortable cushioning and stylish design

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• Air Jordan 1: The Air Jordan 1 is a classic sneaker that has remained popular since its
release in 1985. It is a favorite among sneaker heads and basketball fans alike

• Dunk: The Dunk is a versatile sneaker that can be dressed up or down. It has been
popular since its release in 1985 and has seen a resurgence in recent years

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• SB Dunk: The SB Dunk is a skateboarding shoe that has become popular among sneaker
enthusiasts. It is known for its unique colourways and collaborations

• Blazer: The Blazer is a classic basketball shoe that has been reimagined for everyday
wear. It is known for its simple design and versatility

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 • Air Jordan 4: The Air Jordan 4 is a popular basketball shoe that has been worn by some
of the greatest players in NBA history. It is known for its comfortable fit and stylish
design

In addition to sneakers, Nike also sells a wide range of athletic apparel, equipment, accessories and
services. Nike's largest product category is footwear, representing over 55% of the company's
revenue

COLLABORATIONS

Nike has a rich history of collaborations with various individuals, brands, and organizations. These

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collaborations have allowed Nike to infuse their products with unique design elements, tap into

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different market segments, and create highly sought-after limited-edition releases. Here are some
notable collaborations throughout Nike's history:

Air Jordan: One of Nike's most iconic collaborations is with basketball legend Michael

Jordan. The partnership, which began in 1984, resulted in the creation of the Air Jordan
line of sneakers. The Air Jordan sneakers have become a cultural phenomenon and highly
collectible, with new releases generating immense excitement and demand.

Fig.19 NIKE COLLAB WITH AIR JORDAN

Off-White: In recent years, Nike has collaborated with Virgil Abloh, the founder of the
fashion brand Off-White. The collaboration has produced numerous highly coveted
sneakers and apparel collections that blend sportswear and high fashion. The Off-White x
Nike releases are known for their deconstructed aesthetic, unique branding, and limited
availability.
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 Fig.20 NIKE COLLAB WITH OFF-WHITE

Supreme: Nike has collaborated with the renowned streetwear brand Supreme on multiple
occasions. These collaborations have included sneakers, apparel, and accessories that
merge Supreme's distinct style with Nike's sportswear heritage. The Supreme x Nike
releases have been highly sought after and often sell out quickly.

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 Fig.21 NIKE COLLAB WITH SUPREME

Comme des Garçons: Nike partnered with the Japanese fashion brand Comme des
Garçons for several collaborations. These collaborations have resulted in unique and
avant-garde designs that combine Comme des Garçons' artistic vision with Nike's
sportswear expertise. The releases have showcased innovative design elements and
attracted attention from fashion enthusiasts.

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 Fig.22 NIKE COLLAB WITH Comme des Garçons

Acronym: Nike has collaborated with the German technical apparel brand Acronym to
create functional and futuristic designs. The Acronym x Nike collaborations have
featured sneakers with distinctive aesthetics, incorporating elements like zippers, straps,
and bold color combinations.

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Fig.23 NIKE COLLAB WITH ACRONYM

Travis Scott: Nike collaborated with rapper Travis Scott on several highly successful
projects. These collaborations resulted in sneakers such as the Air Jordan 1 "Travis Scott"
and the Nike SB Dunk Low "Travis Scott." The releases feature unique design details,
premium materials, and often incorporate Scott's personal branding elements.

Fig.24 NIKE COLLAB WITH TRAVIS SCOTT

These are just a few examples of Nike's collaborations throughout history. Nike has also
partnered with artists, athletes, fashion designers, and other brands to create limited-edition
releases and special collections. These collaborations have helped Nike to stay at the forefront of
sneaker and fashion culture, combining innovation, style, and the influence of various creative
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partners.

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 CHAPTER-3
RESEARCH
METHODOLOTGY

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 CHAPTER 3 – RESEARCH METHODOLOGY

Research methodology refers to the systematic approach and techniques used to conduct research
and investigate a specific topic or problem. It encompasses the overall plan and procedures
followed to gather, analyze, and interpret data in order to answer research questions or achieve
research objectives. Research methodology involves making important decisions regarding the
research design, data collection methods, sampling techniques, data analysis techniques, and
ethical considerations. It ensures that the research process is systematic, rigorous, and reliable,
and that the findings are valid and trustworthy. A well-defined research methodology provides a
roadmap for researchers to follow, guiding them in the collection and analysis of data and
enabling them to draw meaningful conclusions from their research findings.

RESEARCH DESIGN

Research design refers to the overall plan or structure that guides the process of conducting a
research study. It outlines the methods, procedures, and strategies that researchers use to collect,
analyse, and interpret data in order to answer research questions or achieve research objectives.
The Research design used in this project is:

• Define the research problem: The research problem should be clearly defined, including
the research questions and objectives of the project.
• Literature review: A literature review could be conducted to gather information on
Nike's marketing strategies, including academic articles, industry reports, and case
studies.
• Data collection: Data could be collected through surveys, interviews, focus groups,
observations, and data analysis.
• Sampling: Sampling techniques could be used to select a representative sample of Nike's
target audience, employees, and other stakeholders.
• Data analysis: Data analysis could be used to analyze Nike's sales data, website traffic,
and social media engagement to identify trends and patterns in consumer behavior.
• Evaluation: The effectiveness of Nike's marketing strategies could be evaluated based on

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the research findings and recommendations could be made for improvement.

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 • Reporting: The research findings could be reported in a project report or academic paper,
including an executive summary, introduction, literature review, methodology, results,
discussion, and conclusion.

RESEARCH OBJECTIVES

Nike's marketing mix, often referred to as the 4Ps of marketing, includes Product, Price, Place, and
Promotion. Here's how Nike applies each element:

 Product:

Nike is known for its extensive range of athletic footwear, apparel, equipment, and accessories.
The company continuously innovates and develops new products to meet the evolving
needs and preferences of athletes and consumers. Nike's products often focus on
performance, style, and technological advancements, catering to various sports and
activities.

 Price:

Nike positions itself as a premium brand, and its pricing strategy reflects this positioning.
While some Nike products are relatively expensive, the company also offers options across
different price points to appeal to a wide range of consumers. Nike strategically uses
pricing to convey value and quality while remaining competitive in the market.

 Place:

Nike distributes its products through a variety of channels, including company-owned retail
stores, online platforms, and third-party retailers. The company's extensive network of retail
partners ensures broad availability of its products globally. Nike also leverages its digital
platforms, such as its website and mobile app, to reach consumers directly and provide a
seamless shopping experience.

 Promotion:

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 Nike's promotional efforts are extensive and diverse, encompassing advertising, sponsorships,
events, and endorsements. The company invests heavily in marketing campaigns that focus
on storytelling, athleticism, and inspiration, often featuring high-profile athletes and
celebrities. Nike's brand image is reinforced through its iconic "Just Do It" slogan and
memorable advertising campaigns that resonate with its target audience.

By effectively managing the 4Ps of marketing, Nike has established itself as a leading global brand in
the sports apparel and footwear industry.

SWOT ANALYSIS

Nike’s marketing strategy is a crucial aspect of its success, and a SWOT analysis can help
identify the strengths, weaknesses, opportunities, and threats that shape its marketing approach.
Here’s a breakdown of Nike’s marketing strategy based on the provided search results:

 Strengths:

Brand recognition: Nike is one of the most recognizable and respected brands in the world, with a
strong brand identity and a reputation for quality and innovation.

Marketing campaigns: Nike’s marketing campaigns, such as its iconic “Just Do It” slogan and
memorable advertising, have been highly effective in creating brand awareness and driving sales.

Celebrity endorsements: Nike’s partnerships with high-profile athletes and celebrities have helped to
increase brand visibility and credibility.

Digital marketing: Nike has a strong online presence, with a large following on social media
platforms and a robust e-commerce platform.

Innovative products: Nike’s focus on innovation and design has led to the creation of popular and
successful products, such as the Air Jordan and Flyknit lines.

 Weaknesses:

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Labor and wage laws: Nike has faced allegations of labor and wage laws violations, which can
damage its reputation and lead to negative publicity.

Poor working conditions: Nike has faced criticism for poor working conditions in its supply chain,
particularly in developing countries.

Inventory management issues: Nike has struggled with inventory management, leading to
overstocking and clearance sales.

Limited fashion appeal: While Nike is a dominant force in the athletic apparel market, it has struggled
to appeal to fashion-conscious consumers who prioritize style over performance.

 Opportunities:

Emerging markets: The growing middle class in emerging markets, such as China and India, presents a
significant opportunity for Nike to expand its customer base and increase sales.

Digital growth: The increasing importance of e-commerce and social media provides Nike with
opportunities to reach new customers and increase brand awareness.

Sustainability: The growing focus on sustainability and environmental responsibility presents an

opportunity for Nike to differentiate itself and appeal to environmentally conscious consumers.

New product lines: The development of new product lines, such as the Nike Adapt BB and Nike Air
Zoom, provides opportunities for innovation and growth.

 Threats:

Competition: The athletic apparel market is highly competitive, with established brands like Adidas and
Under Armour, as well as newer entrants like Allbirds, competing for market share.

Economic downturn: Economic downturns can lead to reduced consumer spending and decreased
demand for athletic apparel.

Changing consumer preferences: Shifts in consumer preferences towards more casual, comfortable
clothing and away from athletic wear could impact Nike’s sales.

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Regulatory changes: Changes in labor laws, trade policies, and other regulations could impact
Nike’s operations and profitability.

Overall, Nike’s marketing strategy is built on its strong brand recognition, innovative products, and
effective marketing campaigns. However, the company faces challenges related to labor and wage
laws, inventory management, and limited fashion appeal. By identifying these strengths,
weaknesses, opportunities, and threats, Nike can develop a more effective marketing strategy that
addresses these challenges and capitalizes on opportunities for growth.

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 CHAPTER-4

DATA ANALYSIS

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 CHAPTER 4: DATA ANALYSIS

 QUESTION 1: AGE

INTERPRETATION: Out of 66 Respondents, 15.2% people fall in the age group of under 18,
66.7% people fall under age group of 18-24, 4.5% people fall under the age group 25-34, 13.6%
people fall under age group 35 and above.

 QUESTION 2: GENDER

INTERPRETATION: Out of 66 People, 53% were Male and 47% Female.

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  QUESTION 3: OCCUPATION

INTERPRETATION: Out of 66 People, 78.8% were Students, 10.6% were Employed, 4.5%
were Self-Employed, 1.5% were Teachers, 4.5% were Housewives.

 QUESTION 4: WHICH NIKE PRODUCT DO YOU CURRENTLY OWN?

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INTERPRETATION: Out of 66 people, 60.6% people own Sneakers, 24.2% people own
Sportswear and Athleisure, 10.6% people own Apparels, 4.5% people own Accessories.

 QUESTION 5: FROM WHERE DO YOU PREFER TO PURCHASE NIKE PRODUCTS

MORE FREQUENTLY?

INTERPRETATION: Out of 65 responses, 47.7% people prefer to purchase from Nike’s

Website, 33.8% people prefer to purchase from E-Commerce, 36.9% people prefer to purchase
from Nike Stores and the rest 15.4% people prefer to purchase from Retail stores.

 QUESTION 6: HOW SATISFIED ARE YOU WITH THE OVERALL QUALITY OF

THE PRODUCT ON A SCALE OF 1-5?

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INTERPRETATION: Out of 66 responses, 39.4% people gave a rating of 5, 45.5% people gave
a rating of 4, 13.6% people gave a rating of 3 and the rest 1.5% gave the rating of 1.

 QUESTION 7: HAVE YOU EVER FACED ANY ISSUES WITH ANY PRODUCT? IF
YES, HOW SATISFIED WERE YOU WITH THE RESOLUTION PROVIDED BY
NIKE?

INTERPRETATION: Out of the 66 Responses, 28.8% people never faced any issues with the
products, 30.3% people faced some issues and were satisfied with the resolution, 33.3% people
faced some problems and were neutral about the resolution provided, and the rest 7.6% people
faced some issues and were dissatisfied with the resolution.

 QUESTION 8: WHAT FACTORS INFLUENCED YOUR DECISION TO PURCHASE

A NIKE PRODUCT?

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INTERPRETATION: Out of 66 responses, 60.6% people were influenced by the Brand
reputation, 68.2% people were influenced by Product Quality, 31.8% people were influenced by
Customer reviews, 22.7% people were influenced by Advertisements and the rest 9.1% were
influenced by product availability.

 QUESTION 9: HOW LIKELY ARE YOU RECOMMEND A NIKE PRODUCT TO

OTHERS?

INTERPRETATION: Out of 66 responses, 43.9% people are Very likely to recommend a Nike
product to others, 39.4% people are Likely to recommend a Nike product to others, 13.6% people
were neutral about the recommendation and the rest 3% Do not recommend a Nike product to
others.

 QUESTION 10: HAVE YOU EVER RECOMMENDED A NIKE PRODUCT TO

FRIENDS OR FAMILY?

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INTERPRETATION: Out of 66 responses, 89.4% people have recommended a Nike product to their
Friends and family, and the rest 10.6% people have not recommended a Nike product to their
Friends and family.

 QUESTION 11: HOW OFTEN DO YOU UPGRADE TO A NEW NIKE PRODUCT?

INTERPRETATION: Out of 66 responses 45.5% people upgrade to a new Nike product Every year,
28.8% people upgrade to a new Nike product less frequently, 24.2% people upgrade to a new Nike
product very frequently and the rest never upgrade to a new Nike product.

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  QUESTION 12: HAVE YOU EVER SWITCHED FROM USING A COMPETITOR’S
PRODUCT TO A NIKE PRODUCT?

INTERPRETATION: Out of 66 responses, 68.2% people switched from a competitor’s product

to a Nike product and the rest 31.8% people have not switched from using a competitor’s product
to a Nike product.

 QUESTION 13: HOW DO YOU RATE THE OVERALL QUALITY OF THE NIKE
PRODUCTS?

INTERPRETATION: Out of 66 responses, 37.9% people gave the rating of 5 of the overall
quality of Nike products, 42.4% gave the rating of 4, 12.1% gave the rating of 3, 6.1% gave the
rating of 2, and the rest 1.5% gave the rating of 1.

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 CHAPTER – 5

HYPOTHESIS TESTING

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It is a statistical test used to determine whether the hypothesis assumed for the sample of data
stands true for the entire population or not. Simply, the hypothesis is an assumption which is tested
to determine the relationship between two data sets.

ONE-TAILED AND TWO-TAILED TESTS:

A test of a statistical hypothesis, where the region of rejection is on only one side of the sampling
distribution is called a one-tailed test. For example\, suppose the null hypothesis states that the
mean is less than or equal 10. The reason of rejection would consist of a range of numbers located
on the right side of sampling distribution that is, a set of numbers greater than 10.

LEVEL OF SIGNIFICANCE:

Level of significance refers to criteria of judgement upon which a decision is made regarding the
value stated in a null hypothesis. The criteria based on the probability of obtaining a statistic
measured in a sample if the value stated in the null hypothesis were true.

CHARACTERISTICS OF HYPOTHESIS TESTING:

Hypothesis testing is a statistical method used to make inferences about population parameters
based on sample data. The characteristics of hypothesis testing include:

 Null Hypothesis (H0): The null hypothesis is a statement of no effect or no difference

between groups. It represents the default assumption that there is no relationship or
difference in the population being studied.
 Alternative Hypothesis (H1 or Ha): The alternative hypothesis is the statement that
contradicts the null hypothesis. It suggests that there is a relationship or difference in the
population parameters.
 Level of Significance (α): The level of significance, denoted by α, is the probability of
rejecting the null hypothesis when it is true. It represents the threshold for accepting or
rejecting the null hypothesis. Commonly used levels of significance include 0.05 (5%) and
0.01 (1%).
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  Test Statistic: The test statistic is a value calculated from sample data that is used to assess
the evidence against the null hypothesis. It measures how far the sample estimate is from
the hypothesized value under the null hypothesis.
 Critical Region: The critical region is the range of values of the test statistic that leads to the
rejection of the null hypothesis. It is determined based on the level of significance and the
distribution of the test statistic under the null hypothesis.
 P-Value: The p-value is the probability of obtaining a test statistic as extreme as or more
extreme than the observed value, assuming that the null hypothesis is true. A smaller p
value indicates stronger evidence against the null hypothesis.
 Decision Rule: The decision rule specifies the criteria for deciding whether to reject the null
hypothesis based on the test statistic and the level of significance. It states whether to reject
the null hypothesis if the test statistic falls within the critical region or if the p-value is less
than the level of significance.
 Conclusion: Based on the test statistic, critical region, and decision rule, a conclusion is
drawn about whether there is sufficient evidence to reject the null hypothesis in favor of the
alternative hypothesis.

HYPOTHESIS TESTING QUESTION:

QUESTION: HAVE YOU EVER RECOMMENDED A NIKE PRODUCT TO YOUT FRIENDS

OR FAMILY?

A: YES

B: NO

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Based on the data provided in hypothesis testing:

Mean: The mean of first group is 21.5 and for the second group is 11.5

Variance: The variance for the first group is 684.5, and for the second group is 112.5

Observations: There are 2 observations in each group.

Hypothesized Mean Difference: The hypothesized mean difference between the two groups is 1.

Degrees of Freedom (df): The degrees of freedom is 1.

t Statistic: The calculated t-statistic is 0.8181.

P-values:

P(T<=t) one-tail: 0.2817

P(T<=t) two-tail: 0.5634

Critical Values:

t Critical one-tail: 6.3137

t Critical two-tail: 12.7062

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Now, interpreting the results: The t-statistic (0.8181) is less than both the critical values for one-tail
and two-tail tests. The p-value (0.2817 for one-tail and 0.5634 for two-tail) is greater than the
significance level (usually 0.05).

CONCLUSION:

Since the t-statistic (0.8181) is less than both the critical values for one-tail and two-tail tests, and
the p-value (0.2817 for one-tail and 0.5634 for two-tail) is greater than the significance level
(usually 0.05):

 Fail to reject the null hypothesis (H0).

 Conclude that there is not enough evidence to support the alternative hypothesis (H1).
 There is no statistically significant difference between the mean recommendations of
Samsung products between males and females.
 In other words, the difference observed in the sample is not statistically significant at the
chosen level of significance.

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CHAPTER-6

CONCLUSION

[58]
 CHAPTER 5 – CONCLUSION

SUMMARY

The project on Nike's marketing strategies aims to analyze and evaluate the effectiveness of the
company's approaches in promoting its products and engaging with consumers. It examines
several key aspects, including brand positioning, digital marketing, advertising campaigns,
collaborations, and market segmentation. Brand positioning examines how Nike differentiates
itself from competitors while establishing a strong brand image. Digital marketing examines
Nike's online presence, social media engagement, and e-commerce strategies. Advertising
campaigns are examined to assess their impact on brand awareness, perception, and consumer
behavior. Collaborations examine how collaborations enhance brand equity, expand market
reach, and create unique product offerings. Market segmentation examines how Nike identifies
and caters to the diverse needs and preferences of different consumer segments.

CONCLUSION

In Conclusion, The project on Nike's marketing strategies focuses on analyzing and evaluating
various key components that contribute to the company's success in promoting its products and
engaging with consumers. It explores brand positioning, digital marketing, advertising
campaigns, collaborations, and market segmentation to gain valuable insights into Nike's
marketing approach. Brand positioning recognizes the importance of differentiation and
establishing a strong brand image, while digital marketing assesses the effectiveness of digital
channels in reaching and engaging consumers. Advertising campaigns are a crucial aspect of the
project, as they play a vital role in brand awareness, perception, and consumer behavior.
Collaborations are another area of focus, as they have the potential to enhance brand equity,
expand market reach, and create unique product offerings. Market segmentation is a key
consideration, as it identifies and caters to different consumer segments. Through a
comprehensive analysis of these key elements, Nike can refine its marketing strategies to
effectively reach and engage its target audience, ultimately driving brand growth and success.

[59]
 BIBLIOGRAPHY

1. Investopedia.com

2. Coschedule.com

3. Wikipedia.com

4. Macrotrends.net

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ANNEXURE

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