The Marketing Mix-Place
Martin (2014) explains place in the marketing mix refers to the channel, or the route, through which goods move from the source to the final user. Place could be the intermediaries, distributors, wholesalers and retailers.
Place-Nike
Nike sells
its sports shoes, apparel and equipment products through a large number of
outlets worldwide. This element of the marketing mix outlines the venues where
the company’s products are sold, accessed or distributed. The following
places/venues form Nike’s distribution strategy, arranged according to
significance:
1.
Retailers
2.
Nike’s
Official Online Store
3.
Niketown
retail outlets
(Bhasin, 2016)
(Bhasin, 2016)
Distribution Channels
Soni (2014) shows how Nike distributes its products through three major
channels:
By selling products to wholesalers in the US and
international markets.
By direct-to-consumer sales, which include in line, factory retail outlets and online sales.
Sales to global brand divisions.
Most often, the type of channel Nike uses is a
producer (Nike), then the producer sells to the retailer (e.g. Foot Locker), then
the retailer sells to the consumer.
Nike can also be classified as having a selective
distribution because they are found in places that match their target markets
and positioning retail stores that cater to athletic wear, including clothing
and shoes.
Online Presence
Social Media
Facebook
Like most global brands Nike has separate Facebook pages for each of its product categories. Such as Nike football, Nike golf and Nike fuel bands (see images below). Nike Facebook has around 23,000,000 likes. It provides customised tabs and produces live feeds.
Twitter
Pinterest
Online Presence
Social Media
Like most global brands Nike has separate Facebook pages for each of its product categories. Such as Nike football, Nike golf and Nike fuel bands (see images below). Nike Facebook has around 23,000,000 likes. It provides customised tabs and produces live feeds.
As with Facebook,
Nike has individual twitter feeds for its subsidiary brands. For each feed the
focus is more in responding to @mentions rather than presenting marketing
messages. The Nike.com feed has around 6.67 million followers and respond to more
than 100 tweets per day regarding order queries, stock information and product
details. The link below will take you to Nikes official twitter page.
The only account Nike has on Pinterest
is Nike Woman this showing they have researched the average Pinterest user. It
has around 182,000 followers. However, all of its pins
link back to the official Nike web page.
Nike+
Nike have created their own unique social platform through Nike+. Since 2010 Nike has developed a ranges of training products that are digitally linked using the Nike+ Fuelband. Users can then accumulate NikeFuel points and set themselves goals or compete against other users. The following link will take you to Nike+.
Retailing
Nike have 1045 stores worldwide that's nearly double the amount they had in 2009 with 674 (Statista, 2016).
Nike also have their own department stores called Niketown with the biggest store located in London it is said to be the best Nike store in the world. The video below will give you a look inside Niketown London.
Nike have created their own unique social platform through Nike+. Since 2010 Nike has developed a ranges of training products that are digitally linked using the Nike+ Fuelband. Users can then accumulate NikeFuel points and set themselves goals or compete against other users. The following link will take you to Nike+.
Retailing
Nike have 1045 stores worldwide that's nearly double the amount they had in 2009 with 674 (Statista, 2016).
Nike also have their own department stores called Niketown with the biggest store located in London it is said to be the best Nike store in the world. The video below will give you a look inside Niketown London.
As of 2014 Nike also own Hurley-International LLC and Converse Inc.
Hurley International LLC markets, distributes and designs apparel and accessories for action sports and youth lifestyle footwear. Footwear, apparel and accessories for athletics are marketed, distributed and designed by Converse Inc (Bustillo, 2015).
Nike also sells through more than 1,000 owned retail stores worldwide, an online site, and to thousands of retail accounts, independent distributors, and licensees.
In my opinion Nike provide numerous ways in which they make their products available. This makes it easy for the customer to know where they can purchase their products. Most sports shops and department stores sell Nike products making them easily accessible. They have also placed themselves in the online world through social media and with their online store making it hassle free for customers to look at and purchase their products. Niketown stores look incredible and if I ever came across one I would definitely be visiting. Nike have very successfully put their Place in the marketing mix.
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