It is hard to disagree that there are numerous outstanding products and services that win the market year after year, earn the trust of their consumers, and continue to bring joy to people. Other, less effective companies may want to know their secrets to success. Thus, a deep and proper Marketing Mix analysis of a successful brand can allow for a better understanding of what methods used for product, place, promotion, and price can bring value to the company and promote the product itself. The purpose of this paper is to conduct the Marketing Mix of the Nike Air Force 1 sneakers.
This section is the heart of the marketing mix analysis and focuses on numerous details related to the product and its brand. First of all, the product meets the needs of a vast target audience. Initially, Nike Air Force 1 sneakers were created for basketball players because they needed ergonomic, safe, and comfortable shoes for their sport (Johns, 2020). However, the sneakers appeared to be so convenient that many other people involved or not involved in sports started wearing them (ConceptDrop, 2018). While there are many competitors and Adidas shoes are similar to Nike in some characteristics, Air Force 1 shoes are unique in their range, colors, and comfort they offer to people.
Brand and Company Image
The sneakers’ brand name is also winning: Air Force carries the characteristics of strength, but at the same time, airiness, lightness, and dynamism of movements. These shoes are easy to walk and run in during sports activities and ordinary city walking (ConceptDrop, 2018). Further, as for Nike’s image, consumers know this company well and trust it because Nike does its best to promote transparency of its operations, be sustainable, and meet the needs of its clients by modernizing its shoes and other products.
Features, Benefits, and Other Characteristics
The Nike Air Force 1 sneakers offer its buyers numerous benefits. For example, as noticed by researchers, “the Nike Air Force 1 has almost always been in the top 10 best-selling sneaker list” (Johns, 2020, para. 2). Nowadays, the shoes are retro, simplistic, classic, versatile, and aesthetic. They are created for both men and women, and there are even models for children. These features and benefits, in addition to the sneakers being convenient, ergonomic, and eco-friendly, make the Nike Air Force 1 shoes the top product in the market. The sneakers are packaged in branded tissue paper and a high-quality box, allowing the product to remain its perfect look. Further, as for warranty, Nike states the following: “if you believe your item is flawed, and it’s within 60 days of your purchase, you can simply return it to us for a full refund” (“Do Nike shoes have a warranty?” n.d., para. 2). Despite this, there are options for people whose purchase was more than sixty days ago. Finally, there is no information regarding the after-sale service of Air Force 1 or other Nike products.
Overall, there are three main distribution channels used by Nike to sell its Air Force 1 sneakers. First, the company provides its products to international markets and wholesalers in the U.S., which allows the company to expand its client base and increase sales. Second, Nike has global divisions that distribute the sneakers all around the world. Finally, the third channel is direct-to-consumer (DTC) sales (Danziger, 2018). Nike has its own factory and in-line retail outlets where numerous models of Air Force 1 shoes are present to meet customers’ needs. Additionally, Nike also sells its sneakers online, making it more convenient for some people to purchase the product (Danziger, 2018). This dual distribution is extremely profitable and advantageous for the company as it allows Nike to get a wider client base across the globe and strengthen its image.
Type of Distribution
The company uses an intensive type of distribution, meaning that it has numerous outlets in various places (Sonntag, n.d.). In this way, Nike penetrates the market effectively and allows its customers to purchase its goods anywhere they want, without having to search for an outlet.
Since the Nike Air Force 1 sneakers are an extremely well-known and widely purchased product, it is possible to suggest that the company leads a successful advertising program. First, one of Nike’s messages about Air Force 1 is the following: “add a classic to your rotation with low, mid & high top Air Force 1 shoes” (“Air Force 1 shoes,” n.d.). This message highlights the stylishness and variety of the sneakers, making them more attractive to a broader target group. As for the promotion of the sneakers, Nike creates TV advertisements and actively engages in social networks like Twitter, YouTube, Instagram, and Facebook to attract new clients. Additionally, the company collaborates with bloggers and other influencers to become more interesting to the youth.
Personal Selling, Sales Promotion, and Public Relations
Just like most brands with outlets, Nike uses the strategy of personal selling to engage with the buyers, enhance their experiences, and persuade them to purchase the sneakers or other products. To promote sales, Nike offers personal or time-limited discounts both in its physical stores and online (“Air Force 1 shoes,” n.d.). Finally, as for public relations, Nike is known for its best campaigns with sports celebrities like American football player Colin Kaepernick (Kent, 2021). Additionally, Nike stands for women’s rights and promotes the rights of other minorities.
Objective and Strategy
Nike’s objective is to gain profit while selling affordable and high-quality Air Force 1 sneakers to the extended target audience. Since it is a respected company, and Nike Air Force 1 shoes are well-known across the world, the company can set high prices for them. Therefore, notwithstanding the price the company charges for its sneakers, there will always be people willing to buy them. Thus, in addition to some other strategies, Nike selects the skimming pricing method. According to researchers, “when the company brings out new design products into the market, Nike uses this strategy to set high initial prices” (The Strategy Watch, n.d., para. 6). However, “after a newly designed product has been out in the market for a while, Nike lowers the price of those products” (The Strategy Watch, n.d., para. 6). In this case, the company makes its sneakers affordable for both wealthy and low-income consumers.
Impact of Competition
Finally, it is hard to disagree that competition has an effect on Nike’s pricing methods and strategies. New Balance and Adidas are the main competitors of Nike, so in order to win the market, the company needs to consider the prices for the shoes offered by the two mentioned brands. Overall, to gain a competitive advantage, Nike uses segmented pricing, so its shoes for adults and children cost drastically differently.
To draw a conclusion, one may say that Nike leads great strategies when promoting its Air Force 1 shoes. In addition to the sneakers’ own advantageous characteristics like ergonomics, convenience and comfort, eco-friendliness, and a variety of models, sizes, and colors, Nike has beneficial distribution channels and strategy. What is more, the company sets the price for the sneakers in a smart way, considers the needs of its clients, and has quality advertising methods.
Air Force 1 shoes. (n.d.). Nike.
ConceptDrop. (2018). How Nike re-defined the power of brand image.
Danziger, P. N. (2018). Nike’s new consumer experience distribution strategy hits the ground running. Forbes.
Do Nike shoes have a warranty? (n.d.). Nike.
Johns, N. (2020). Why the Nike Air Force 1 is winning 2020. Foot Wear News.
Sonntag, M. (n.d.). Product distribution strategy: The ultimate guide. Repsly.