Marketing of Nike in India

October 1, 2017 Marketing


The company taken into survey is Nike and the range of survey is the selling of Nike in India. Nike is the largest marketer of athletic footwear, dress and equipment in the universe with subordinates in over 200 states across the universe. Nike entreaties to clients with a selling scheme centered on a trade name image that is attained by typical logo and the advertisement slogan “ Merely make it ” . Nike ‘s logo, the ‘swoosh ‘ is thought to be one of the best logos of all time designed and has had a high degree of recall value. Nike ‘s operations in India began in 1996 when the athletic footwear market was dominated by Reebok and Adidas.


Political Factor

The authorities of India had highlighted on the development of local dress production and the laterality of local trade names within the national market to develop the Indian dress industry. This policy marked the increased opposition towards the entry of foreign trade names into the state. Rules stated that the operation of foreign trade names within the state required an understanding with a Indian spouse where the latter holds bulk of the company ‘s portion. The late 1990s has marked the linearization of the Indian economic system and limitations towards international manner trade names have been removed. The favourable authorities policy has opened the doors for Nike India to set up independent and to the full owned subordinates to increase its presence in the market.

Economic Factor

Worldwide operations of Nike have been affect by the Asiatic economic crisis. Nike footwear and vesture production is concentrated in Asia. The addition in stuff and labour costs has added to the autumn in gross. Indian economic system has been one of the best performing artists in the universe in recent old ages. The one-year growing rate of 9.6 % and 9.2 % in 2006 and 2007 have been impressive and added the buying power of middle-income group in the state. However, growing has been vulnerable during the recession. As a consequence, growing projections for 2009 have been revised down to 6.5 % .

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The younger coevalss quest for engagement and professionalism in athleticss have determined the success of marketing runs. Peoples are more fitness witting. Consequently, exercising and fittingness nines are deriving repute. The ensuing rush for quality athleticss dress and equipment has increased chances for development. Upscale of labour and mill conditions in production installations at fabricating units and the sponsoring of societal events has increased the ‘Social Responsibility ‘ image of the company.

Technological FACTORS

Quality of merchandise owes in big portion to the usage of valuable information engineering and its application in production and distribution map. Advantages of economic systems of invention, design, cleavage and distinction have depended to a great extent on the effectual usage of direction information systems. Nike India leverages technological advantage from its leading position and strong international presence.

Rival Analysis

Competition is really ferocious due to the figure of multi-national and Indian companies viing for gross revenues. The Indian market represents a complex construction where sportswear trade names like Nike, Reebok and Adidas every bit good as lifestyle trade names like Puma, US Polo and Indian Terrain are contending it out in the athleticss life style section. India is the lone market where Reebok has sprinted in front of Nike and Adidas. Reebok owns 40 % of the market portion, followed by Adidas ( 20 % ) and Nike ( 15 % ) .



Nike as a trade name, has crossed the Fieldss of celebrity through a countless aggregation of merchandises. Mainstream of Nike ‘s net incomes are earned outside the United States. Nike has expanded operations by geting international trade names like Coverse and Starer that have created fresh tendencies with the younger coevals. Nike leverages its strong planetary presence and its place as the largest athletic footwear and dress provider in the universe. Nike India benefits from the economic systems inherent in design, development and world-wide selling of the Nike trade name. Nike boasts of the largest portfolio of athleticss embassadors to hike its selling run.

As Nike ‘s Production is outsourced minimal investing in production substructure and fabrication workers has enabled the company to apportion excess financess for research and design. Domination in invention, research and development has laid the foundation for the company to emerge as the market leader in the industry. Production of Nike footwear and dress is concentrated in the Asiatic continent with India as a premium production hub. The costs of transit are minimal as production installations are located near to the market.


Globally, Nike is a trendsetter in footings of design and engineering. In India, nevertheless, Nike has been comparatively slow in conveying the latest designs. Brand consciousness among Indian young person is increasing and hold in presenting the latest manner tendencies in the Indian market has affected the market portion of Nike. Allotment of financess for selling of Nike in India is significantly low when compared to its international advertisement budget. Addition in marketing outgo is required to perforate a market that is already dominated by planetary giants Reebok and Adidas.

Controversies sing the allegations of holding cold sweatshops in abroad mills have trimmed down trade name image. Although sweatshops can be seen as an advantage for production and cost, they alter the representation of a socially responsible organisation.

Fully owned retail constitutions of Nike has been an built-in portion of Nike ‘s distribution worldwide. Nike in India operates in a partnership with Sports Station India Private Limited. Nike does non command the distribution web. This association proscribes the constitution of Nike ‘s ain retail mercantile establishment in India.


Athletic places and dress have become a basic in wardrobes worldwide as a consequence of increasing fittingness and manner quotient among both work forces and adult females. India ‘s immense population base, quickly turning economic system, lifting income degrees, altering life style and consumer penchants has boosted the growing of sportswear industry. Large youth population and increased trade name consciousness among younger coevals allows Nike to leverage its international trade name position and market efficaciously. Nike is progressively been perceived as a manner trade name and the tendency for manner ware creates chances to develop increased assortment of athleticss and manner accoutrements that tend to be associated with higher net incomes. International operation enhances scope to use planetary selling events to back up the trade name locally. The outgrowth of e-retailing and client designed internet ware has resulted in riddance of in-between work forces in the distribution concatenation.


A portion of fabrication constituents are sourced from foreign states. International operations are exposed to fluctuations in exchange rates. Purchase and sale of goods are contracted in different currencies that are non stable over long periods. Such an exposure could ensue in fabrication or merchandising at a loss. The retail market for athleticss dress and footwear is extremely competitory. Reebok and Adidas dominate a king of beasts ‘s portion of the Indian market. The geting of Reebok by Adidas will gain the Adidas group important competitory advantages worldwide. The market tendency is witnessed by increasing cost of production inputs and labour costs supplemented by a extremely monetary value sensitive client base. Increasing rising prices in the Indian Economy may trip a cut in client disbursement.


The selling scheme of Nike in the Indian market can be analyzed by spliting the timeline of Nike ‘s being in India into two distinguishable constituents

  • Embracing International Endorsements
  • Manipulating customized Indian Promotions


Nike has earned international repute through its strong trade name indorsements worldwide. Our belief in performance-oriented places backed by high value advertisement has enabled us to remain in front in the race for leading in the sportswear industry. Over the old ages, Nike has become synonymous with athleticss famous persons like Michel Jordan and Tiger Woods. Our selling in India has n’t had a head start despite our advantaged trade name consciousness enjoyed in the market even before the constitution of Nike shops in the state. This was a period when India did n’t truly calculate in Nike ‘s selling publicity activities.

Indian athletic wear market had been characterized by unprecedented complexness and market laterality by Adidas and Reebok that had entered the market prior to Nike. Adidas and Reebok enjoyed a king of beasts ‘s portion of the Indian market. Nikes incursion into emerging markets like India and China had to be backed up by high advertisement outgo. However, Nike ‘s selling budget globally was $ 5 billion ( runing from 11 % to 15 % of gross revenues yearly ) whereas the disbursement in India was significantly lower.

During this stage, Nike carried its international trade name image into the Indian market. The selling scheme aimed at capturing the Indian market by aerating Nike ‘s portfolio of athlete indorsements. Though this gave the feeling of a cost economy system that wholly wiped out advertisement developmental costs, its effectivity was at a low degree. The rate of addition in gross revenues in the Indian market was measured. Ads endorsed by international jocks were extremely represented football, hoops and golf etc. , which were the Centre of attractive force in Europe and America. However cricket, football and tennis dominated athleticss in India. A hoops advertizement endorsed by Michel Jordan was besides the point to the multitudes.

Reebok, on the other manus Indianised its ad runs right from the start, subscribing on high profile sportswomans like Mohammad Azharddin ( Captain – Indian Cricket squad ) , Bhaichung Bhutia ( Captain – Indian Football squad ) and Dhanraj Pillai ( Captain – Indian Hockey squad ) . Reebok built its publicities around cricket, non merely through indorsements but besides through sponsorships of regional and local cricket associations. Even Adidas changed its advertisement attack by subscribing Indian tennis star Leander Paes and Cricket icons Sachin Tendulkar and Virender Shewag. Nike owned close to 40 shops at the terminal of 1998, whereas Reebok through its aggressive selling had earned market laterality and invested in about 100 retail mercantile establishments by that period.


The twelvemonth 2005 marked the launch of customized Nike publicities for the Indian jock. Nike launched its Cricketing arm and introduced its first cricket places – Air ZOOM YORKER. This was followed by the launch of cricket places for batters – Air ZOOM OPENER. A selling scheme to be successful in India had to plan publicities pitched around cricket. The selling section pointed out that it was critical to link emotionally with the clients. The same twelvemonth Nike wrestled its rights to go the official kit patron for the Indian cricket squad for the following 5 old ages, crushing Adidas and Reebok. The privilege was earned by paying Rs.1.96 billion to the Board of Control for Cricket in India. Nike Cricket was a new wing and the contract showed the fans Nike ‘s trueness to Team India, and its committedness to the market. The trade bought in fresh impulse to Nike India. Besides, the contract with BCCI allowed Nike to establish official BCCI cricket ware comprising of reproduction squad T-Shirts and New Jerseies, kit bags and back packs. The trade was a immense stigmatization chance and sale of accredited ware during 2005 earned $ 20 million. The same twelvemonth Nike aired its first Cricket Advertisement during the World Champions Trophy cricket tourney. The gross revenues figures for the twelvemonth were an illustration of the effectivity of the cricket-based publicities. Gross saless for the twelvemonth increased by 40 % . The success of the Cricket publicities was followed by Nikes raid into cricket accoutrements and equipment.


In 2006, Nike was forcing hard globally by finalising the patron of the 2008 Olympic games in Beijing. In India, Nike was taking committedness to athleticss to the grassroots degree. Across the universe, the nucleus audience of Nike is between 12 to 17 old ages, and Nike India directed attempts towards animating young person to go serious about athleticss that involvement them. Nike India tied up with BCCI ‘s National Cricket Academy in March 2006. A new cricket ad was targeted entirely at the young person by demoing the minutes that highlighted the accomplishments of cricketers. Young person were the focal point of selling and cricket places and reproduction gear in little sizes were added to the merchandise line.

The association with the national cricket academy was trailed by similar partnerships with Bhupati Tennis Academy and the All India Football Federation. The trade with Bhupati Tennis Academy consented that assuring participants in the under-12 and under-14 classs will acquire a opportunity to take part in the Nike Junior Tour ‘s International Masters Championship. Football participants under the age of 15 were given the chance to take part in the Manchester United Premier Cup and the victors were flown to Bangkok to take part in the South East Asia leg. Further, The sign language of India ‘s football star Bhaichung Bhutia to back our merchandises had inspired football audience across the state.

Addressing the equipment and preparation gear demands of faculty members, has had an added advantage as the faculty members work with Nike India ‘s Research and development to understand the merchandise demands of the participants. Chiefly, the association has created trade name stalwarts at a immature age and enhanced trade name consciousness in the sporting community.



Nike has attempted to maintain itself on the cutting border of engineering backed by advanced advertizements. Nike plus has been the latest add-on to our technologically germinating sportswear aggregation. Nike Plus was expected to intensify gross revenues as the innovator in enabling the client to mensurate the distance covered and Calories burnt on the tally out-of-doorss. However, with the sale of iPods and iPhones mounting in the state, Nike ‘s new scope of Nike Plus compatible Lunarglide theoretical account places have n’t accomplished targeted gross revenues. Nike plus places are monetary values at an ambitious get downing monetary value of Rs.8500 ( GBP 115 ) . The Nike plus gas pedal that has to be connected to the shoe in order to map with the iPod comes at an extra cost of Rs.1500 ( GBP 20 ) . Nike plus shoe and gas pedals are well overpriced at a sum of Rs.10000 when the comparative monetary value of the iPod sums to merely Rs.11250. Nike plus targeted gross revenues can be achieved by offering extra athleticss kits or iPod compatible bundles on purchase of its Lunarglide places. These extra bundles can come at an extra cost, but they will stand for a much better trade for the client.


Nike India ‘s 7-year contract with Sports Station India Private Limited holding come to an terminal in 2004, Nike India is now a subordinate of Nike Inc. The Indian market is turning in footings of retail consumer consciousness and disbursement. Nike India can hard currency in on these chances every bit early as possible by set uping Nike town – Nike ‘s independent retail mercantile establishment in the state. The Nike town experience is extremely rated by clients. Nike town offers more services than merely being the base for retailing Nike merchandises. Nike Town services like single and group audio ocular plans airing the benefits of the Nike engineering ( Presentations have help in conveying the client, Nike ‘s Position as the technically advanced trade name in the sportswear industry ) , instant customization of client designed places and fusing of names and chest Numberss of clients pick on their New Jerseies and perspiration shirts are non made available in other retail mercantile establishments. Runing nines organized in Nike town mercantile establishments have turned out into valuable societal assemblage of Nike users and moreover an extra every twenty-four hours engagement with the trade name and its services. Customer engagements with Niketown salesrooms in Europe and America have created long permanent relationships and clients have frequently stated that Niketown ‘s aggregations and services as superior to other retail merchants. During the first stage of constitution, Niketown ‘s can be setup in Tier 1 Metropolitan metropoliss of Mumbai, Bangalore, Chennai, Delhi and Kolkata where Nike India has achieved 70 % of gross revenues in the state.


A football craze crowd dominates market for athleticss goods in western states. However the game of football has radically changed since the constitution of English Premier League in 1992. The competition between states has now paved manner for competition between football nines within the same state. Football fans in Europe are passionate about the nines they support and have a high grade of fond regard with the trade names that sponsor the squads. Similarly, the game of Cricket is germinating and focal point has shifted from trial lucifers and one twenty-four hours international tourneies to Twenty Twenty tourneies. Cricket in India has seen the rise of Indian Premier League in 2008. The add-on of international participants in the conference has created a planetary fan base for the conference among cricket lovers. Reebok, Adidas and Puma have already won sponsorship trades with IPL squads. Reebok is go forthing no rock unturned and is patronizing 3 of the 8 IPL squads. Snap polls have indicated that every lucifer attracts 18 million audiences worldwide. Nike ‘s GBP 303 million sponsorship trade with Manchester United Football Club and GBP 130 million trade with Arsenal Football nine have accounted for 20 % of Nike ‘s ware gross revenues worldwide. Nike ‘s raid into IPL sponsorship will increase trade name consciousness among cricket followings globally. Furthermore, Nike India can increase its aggregation of ware by including reproduction of IPL New Jerseies of squads that have been sponsored by Nike.

Ad MEDIUM – Information Age

The immature Indian coevals associates itself as a typical tendency and has its ain aspiration degrees, which is a combination of their learning organize the West and the development of the Indian mentality. The new coevals is more internet-savvy, and has a much higher aspiration value. 70 % of India ‘s 18.2-million web population are under 30 old ages old, and are turning the power of web logs in the market as a mechanism for self-expression. As this following coevals additions impulse, Nike ‘s selling focal point should switch towards Internet advertisement and spouse the young person in their motion by pass oning Nike as a forum for look and non as a sales-focused giant.


In recent old ages the construct of making an experience for clients to assist them organize an emotional connexion to a trade name has become more specialised. Consumer merchandises, insurance, services etc. are already tapping the young person with the outgrowth of a whole new communicating and stigmatization scheme focused on experimental selling. Nike India ‘s selling could besides travel from athleticss famous persons to the mark audience itself, at least for a short period of clip, to heighten their engagement with the merchandise and in bend, the trade name.


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