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Nike’s effective use of the Extended Marketing Mix (7Ps)

Nike, one of the world’s leading sports brands, has mastered the use of the extended marketing mix to maintain its dominance in the industry. This blog explores how Nike effectively utilises the 7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence.

1. Product:
   Nike continuously innovates to offer high-performance and stylish sportswear. Their self-lacing Nike Adapt BB Shoes exemplify cutting-edge technology in footwear, enhancing user experience with automated fit adjustment.

2. Price.
Nike employs a premium pricing strategy while offering discounts to appeal to a wider audience. Their Black Friday promotions balance exclusivity with accessibility, making their products available to more consumers.

3. Place.
Nike has evolved its distribution strategy, combining physical stores and e-commerce. Flagship stores like Nike Town offer immersive experience, while online platforms ensure global reach.

4. Promotion.
Nike’s “Just DoIt” campaign is one of the most iconic advertising efforts. It Leverages emotional storytelling, influencer collaborations, and digital marketing to connect with consumers worldwide.

5. People.
Nike partners with top athletes, such as Naomi Osaka, to reinforce its brand identity. these collaborations highlight social causes, innovation, and sports excellence.

6. Process.
Nike streamlines its operations through digital transformation. Features like 3D printing and direct-to-consumer sales enhance efficiency and sustainability.

7. Physical Evidence.
Nike’s packaging and branding reinforce its premium image. Their eco-friendly packaging aligns and sustainability goals, ensuring consistency in brand presentation.

Conclusion

Nike’s use of the extended marketing mix has cemented its reputation as a market leader. Through continuous innovation, strategic pricing, diversified distribution, and engaging promotions, Nike remains at the forefront of the sportswear industry.

References:

• Business insider 2025. Nike is betting Kim Kardashian can be its next Michael Jordan.
• The Times 2025. Nike needs to get back its obsession with sports.
• The Wall Street Journal 2025. The Risky strategy behind Nike’s massive holiday discounts.
• Nike.com 2025. official website
• Panmore institute 2024. Nike’s Promotional Mix.
• Sprintzeal 2024. Nike Marketing strategy.