PRINCIPES OF MARKETING

NIKE SHOES

GROUP MEMBERS:-
1. SANYA BAJAJ (23/534)
2. RIDA FATHIMA (23/556)
3. MOHD ANAS (23/580)
4. RISHABH RAJ GAUTAM
(23/582)
5. MOHD ARIB MANSOORI
(23/499)

SECTION B
2nd year (3rd semester)
Submitted to – Dr Swati aggarwal
 INDEX

1.NIKE INTRODUCTION
2.MARKETING MIX
3.MARKETING STRATEGIES
4.TARGET AUDIENCE
5.COMPETITION
6.SUSTANABILITY
7.CORPORATE SOCIAL RESPONSIBILITY
8.TRIPLE BOTTOM LINE
9.RURAL AVALABILITY
10. QUESTIONNARE
11. PIE CHART
12.ANALYSIS
13.CONCLUSION
 PRINCIPES OF MARKETING
NIKE SHOES

GROUP MEMBERS:-
1. DEEKSHA (23/501)
2. ADTIYA RATHI
(23/549)
3. DIVANSHU SIRWALIA
(23/544)
4. DEEPENDRA (23/565)

SECTION A
2nd year (3rd semester)
Submitted to – Dr Swati aggarwal
NIKE INTRODUCTION :-

Nike is one of the world's leading athletic brands, known for its footwear, apparel,
and sports equipment. Founded in 1964 as Blue Ribbon Sports and officially
becoming Nike, Inc. in 1971, the company is recognized for its iconic "Swoosh"
logo and the "Just Do It" slogan. Nike is also known for its innovative
technologies, endorsements from top athletes, and significant influence in sports
culture.
Founding: Nike was founded by Phil Knight and Bill Bowerman. Initially, it focused
on distributing Japanese running shoes in the U.S.
Brand Name: The name "Nike" is derived from the Greek goddess of victory,
symbolizing athletic achievement

NIKE SHOES :-
Nike shoes are known for their innovative designs, performance technology,
and style. Whether you're looking for running shoes, basketball sneakers, or
lifestyle kicks, Nike has a wide range of options to suit different activities and
preferences.
With a commitment to quality and performance, Nike integrates advanced
technologies like Air cushioning, Flyknit uppers, and React foam to enhance
comfort and support during physical activities. Their shoes not only prioritize
functionality but also embrace cultural trends, making them a staple in both
sports and everyday fashion.
Over the years, Nike has cultivated a strong community through collaborations,
sustainability initiatives, and inspiring marketing campaigns, solidifying its
position as a leader in the global footwear market. Whether you're hitting the
track, the court, or the streets, Nike shoes blend performance with style,
making them a popular choice for millions around the world.
MARKETING MIX USED BY NIKE SHOES :-
Nike’s marketing mix, commonly referred to as the 4Ps of marketing (Product,
Price, Place, and Promotion), plays a crucial role in maintaining its strong brand
presence in the highly competitive global sportswear market. Marketing mix
strategies used by Nike shoes are as follows:-

1. Product
Nike offers a wide range of shoes targeting various segments of the athletic
footwear market. The key factors of its product strategy include:
- Variety: Nike manufactures shoes for different sports, such as running,
basketball, soccer, tennis, and golf, along with casual wear.
- Innovation: Nike heavily invests in research and development, leading to
innovative technologies like Nike Air, Flyknit , and React Foam. These technologies
improve performance and comfort.
- Design and Customization: Nike offers stylish and functional designs. Through
Nike By You, customers can customize their shoes with colors and materials.
- Brand collaborations: Nike often partners with designers, athletes, and
celebrities (e.g., Michael Jordan, Travis Scott) to create exclusive shoe lines,
increasing brand appeal.

2. Price
Nike employs a value-based pricing strategy, setting prices based on the perceived
value of its products:
- Premium Pricing: Many Nike shoes are positioned as premium products with
high price points, especially their limited-edition or signature lines (e.g., Air
Jordans).
- Mid-Range Pricing: Nike also offers a broad range of moderately priced shoes to
reach mass markets.
- Discounts and Sales: While premium pricing is a major strategy, Nike often
offers discounts, especially on older models, to clear inventory and attract price-
sensitive customers.

3. Place
Nike's distribution strategy ensures that its shoes are available to customers
worldwide:
- Retail Stores: Nike owns branded Nike stores and Nike Factory Outlets, where it
showcases its full range of products.
- E-Commerce: The Nike website and mobile app are significant sales channels,
allowing consumers to buy directly from the brand.
- Third-Party Retailers: Nike products are sold through various retailers like Foot
Locker, JD Sports, and major department stores.
- Global Reach: Nike’s products are available in over 170 countries, with a
combination of physical retail and online platforms.

4. Promotion
Nike is renowned for its innovative and impactful promotional strategies:
- Advertising: Nike utilizes both traditional (TV, print) and digital advertising.
Famous slogans like Just Do It and ads featuring prominent athletes (e.g. Serena
Williams, Cristiano Ronaldo) have strong global appeal.
- Sponsorship and Endorsements: Nike collaborates with elite athletes, teams,
and events (e.g., the Olympics, NBA, NFL) to strengthen its brand image. Iconic
partnerships include Michael Jordan and LeBron James.
- Social Media and Digital Marketing: Nike actively uses social media platforms
like Instagram, Twitter, and YouTube for engagement and marketing. Their
campaigns are often emotionally charged and motivational.
- Event Marketing: Nike hosts and sponsors events such as marathons,
tournaments, and product launch events to engage with consumers directly.
- Influencer Collaborations: Nike also collaborates with influencers and cultural
icons to penetrate different customer bases beyond sports enthusiasts.

MARKETING STRATERGY
Nike’s marketing strategy for its shoes is multifaceted and highly effective,
focusing on brand innovation, customer engagement, and leveraging digital
technologies. Some of the marketing strategies used by Nike shoes are as
follows:-

1. Product Innovation and Technology

-Nike is known for its relentless focus on innovation, continually improving the
design, performance, and functionality of its shoes. Some examples include:
- Nike Air Technology: Introduced in 1979, Nike Air technology revolutionized the
athletic shoe industry. Nike continues to innovate with developments like Nike
React and Flyknit, which improve cushioning and reduce weight.
- Customization: Through its “Nike By You” program, customers can personalize
their shoes by choosing colours, materials, and designs, giving them a sense of
ownership and connection with the brand.
2. Strong Athlete Endorsements and Sponsorships
Nike’s endorsements of top-tier athletes have been central to its marketing
success:
- Iconic Endorsements: Nike’s partnership with Michael Jordan led to the creation
of the Air Jorda brand, which has become one of the most successful and
enduring product lines in sportswear history. Other athletes such as Cristiano
Ronaldo, and Serena Williams are also major figures in Nike’s marketing
campaigns.
- Sports Sponsorships: Nike is a prominent sponsor of major sports teams,
leagues, and events. The brand is the official supplier for teams in the NBA, NFL,
and various international soccer teams. Sponsorship of global events like the
Olympics further boosts the brand’s visibility.
3.Effective Use of Social Media and Digital Content
Nike has mastered the art of digital storytelling through various platforms:
- Engagement on Social Media: Nike’s social media presence is vibrant and highly
interactive. The brand uses Instagram, Twitter, and YouTube to share motivational
stories, athlete collaborations, and new product launches. Nike frequently creates
viral campaigns that capture the attention of a global audience.
- User-Generated Content: Nike encourages its customers to share their stories
and achievements while using Nike products, promoting brand loyalty. This user-
generated content strategy is popular in campaigns like the “Nike Run Club”
where users post their running milestones.

4. Global Reach and Local Adaptation

Nike’s marketing strategy is global in scope but often adapts its messaging to fit
regional markets:
- Localized Campaigns: While Nike maintains a consistent global brand image, it
tailors its campaigns to resonate with local cultures. For example, Nike’s
campaigns in China or Brazil often feature local athletes and celebrities to connect
better with those markets.
- Cultural Relevance: Nike stays relevant by tapping into cultural moments. It is
quick to adapt its marketing to align with major sporting events, trends, and even
social movements.

5. Community and Experience-Based Marketing

Nike fosters a strong sense of community through experience-based marketing:
- Nike Training Events: Nike organizes running clubs, pop-up events, and fitness
challenges around the world. These events create community engagement and
offer immersive brand experiences.
- Retail Innovation: Nike’s flagship stores, like Nike House of Innovation in New
York, provide unique customer experiences. These stores offer personalization
services, interactive experiences, and exclusive product offerings.

TARGET AUDIENCE
Nike’s target audience for its shoes is broad and diverse, spanning various
demographic, psychographic, and geographic segments. Nike's brand is built to
appeal to a global market with a range of products catering to different lifestyles,
athletic needs, and fashion preferences. The key segments of Nike's target
audience:

1. Athletes and Sports Enthusiasts

Nike’s primary audience has always been athletes and those who participate in
sports at all levels, from amateur to professional:
- Professional Athletes: Nike focuses on elite athletes who demand high-
performance gear. This audience includes individuals involved in sports like
basketball, soccer, running, tennis, and golf.
- Recreational Athletes: Casual or non-professional athletes, such as weekend
runners, gym-goers, and sports hobbyists, are a large part of Nike’s customer
base. These customers are often looking for high-quality footwear that supports
their fitness routines or hobbies.
- Youth Athletes : Nike offers footwear and sports gear for young athletes in
sports like soccer, basketball, and track. Many youth sports leagues and school
teams wear Nike products.
2. Young Adults (18–35 Years Old)
Nike is highly popular among millennials and Generation Z, who are major
consumers of Nike’s products This group values:
- Athleisure: Nike targets young people who wear athletic shoes not only for
sports but also as part of their daily, casual outfits. The rise of the athleisure trend
has blurred the lines between fashion and function, and Nike capitalizes on this
by offering stylish, versatile shoes.
- Style and Trends: Younger generations are attracted to Nike’s streetwear and
fashion collaborations (e.g., with Travis Scott, Off-White, and Virgil Abloh) as well
as limited-edition sneaker releases.

3. Sneakerheads and Collectors

Nike taps into the highly engaged subculture of sneakerheads—individuals who
are passionate about collecting limited-edition sneakers and footwear. This
segment:
- Values exclusivity, rarity, and the cultural status that comes with owning unique,
high-demand sneakers.
- Is deeply involved in sneaker culture, participating in events like sneaker drops,
resale markets, and online communities centered around the latest trends in
footwear.
4. High-Income Consumers
Nike has cultivated a premium brand image, especially with its high-end product
lines and limited-edition collaborations. These products are targeted toward:
- Affluent Consumers: High-income individuals who are willing to pay a premium
for quality, style, and brand prestige. This segment is drawn to Nike’s more
expensive lines, such as Air Jordans or Nike Lab collections.

5. Global Consumers
Nike’s target audience extends globally, reaching consumers across various
countries and regions:
- International Markets: Nike has a significant presence in markets like China,
Europe, and Latin America. The company adapts its marketing strategies to suit
local cultures and preferences, using local athletes and influencers to increase
brand appeal in different countries.

COMPETITION
Nike faces fierce competition in the global athletic footwear market from several
major brands, each with its unique strengths and market strategies. Here's an
overview of Nike's key competitors:
1. Adidas
Adidas is Nike’s most direct and formidable competitor, especially in the global
sportswear market. Both brands are highly competitive across several
dimensions, including product innovation, athlete endorsements, and fashion
collaborations.
- Product Range: Like Nike, Adidas offers a wide variety of shoes for different
sports, including running, soccer, basketball, and lifestyle sneakers.
- Innovation: Adidas is known for its ‘Boost cushioning’ technology and Primeknit
material, which compete with Nike’s Air and Flyknit technologies.

2. Puma
Puma is another global competitor that rivals Nike in both the athletic and
lifestyle segments.
- Product Focus: Puma offers a mix of performance sports shoes and fashionable
casual wear, targeting a younger, trend-conscious audience.
- Endorsements: Puma has signed big-name athletes like Usain Bolt and
celebrities like Rihanna, whose Fenty by Puma line helped Puma make inroads
into the fashion-forward segment.
3. Reebok
Reebok, owned by Authentic Brands Group after being sold by Adidas, competes
with Nike in both performance and lifestyle segments.
- Product Range: Reebok’s offerings include shoes for fitness, training, and casual
wear. It is particularly strong in the CrossFit and fitness market.
- Branding and Endorsements: Reebok focuses on fitness enthusiasts and has a
partnership with CrossFit, appealing to a niche but loyal consumer base. However,
Reebok struggles to match Nike’s broad appeal and innovation.

4. Skechers
Skechers is a more value-oriented competitor that focuses on comfort and
affordability, rather than high-performance or high-fashion footwear.
- Product Range: Skechers offers a wide range of casual shoes, walking shoes, and
some performance footwear, particularly targeting the everyday consumer.
- Market Position: Skechers focuses more on comfort and style than on athletic
performance. While it may not compete directly with Nike in the high-
performance athletic shoe category, it poses a challenge in the casual and walking
shoe markets.

5. Decathlon
-While Nike focuses heavily on premium, performance-driven products
Decathlon’s products are often more affordable than Nike’s, making it attractive
to price-sensitive customers.
-Target Audience: Nike's target audience includes professional athletes, fitness
enthusiasts, and lifestyle consumers willing to pay for premium products.
Decathlon, on the other hand, appeals to a broader audience, from casual sports
participants to hobbyists and amateur athletes. Decathlon’s focus on affordability
and functionality draws a different demographic, particularly families and those
looking for value-for-money products.

SUSTANABILITY :-
Nike has been actively pursuing sustainability initiatives to reduce its
environmental impact, especially in the production of its shoes. Its approach
focuses on reducing waste, lowering carbon emissions, promoting recycling, and
using sustainable materials, aligning with its broader corporate strategy of
corporate responsibility and innovation. Here are the key aspects of Nike’s
sustainability efforts regarding its shoes:

1. Move to Zero Initiative

Nike’s Move to Zero is a comprehensive initiative aimed at moving the company
toward a zero carbon and zero waste future. This initiative impacts all aspects of
Nike’s production, including the manufacturing of shoes. The key goals of this
initiative include:
- Carbon Reduction: Nike aims to reduce its carbon emissions across its entire
value chain, from manufacturing to transportation.
- Waste Elimination: The initiative seeks to minimize waste by using more
sustainable materials and reducing waste during manufacturing.

2. Sustainable Materials
Nike is increasingly using eco-friendly materials in its footwear to reduce the
environmental footprint of its products:
- Recycled Polyester: Nike uses recycled polyester in many of its products,
including shoes. By using plastic bottles and other post-consumer waste, Nike
reduces its reliance on virgin polyester, which has a high environmental impact.
- Nike Flyknit technology weaves the shoe's upper portion in a single, seamless
layer, significantly reduces material waste compared to traditional shoe
construction. It has helped to eliminate millions of pounds of waste since its
introduction in 2012.
- Nike Air Soles: Nike’s Air units are made from at least 50% recycled materials.
Nike Air technology, which provides cushioning in many of its shoes, has been
redesigned to be more sustainable by reducing material use and utilizing recycled
waste.

3.Recycling and Reuse Initiatives

Nike promotes the recycling and reuse of its products to reduce waste and
contribute to a circular economy:
- Nike Grind: Nike collects old, worn-out shoes and other products to recycle
them into new materials through its “Nike Grind” program. The recycled materials
are then used in creating new products, like shoe outsoles, playground surfaces,
and sports courts.
- Recycling Programs: Nike’s “Reuse-A-Shoe” program collects used shoes and
repurposes them into new products. Consumers can return their worn-out shoes
at participating Nike stores to be recycled.

4. Sustainability Communication and Transparency

Nike is committed to being transparent about its sustainability efforts and
progress:
- Sustainability Reporting: Nike publishes an annual Impact Report that details its
sustainability goals, progress, and areas for improvement. The report includes
data on carbon emissions, waste reduction, water use, and other key metrics.
- Sustainable Products Labelling: Nike has introduced labelling systems to help
consumers easily identify more sustainable products. For example, products that
use at least 50% recycled content are marked as part of the Nike Sustainability
Collection.

5. Commitment to Climate Action

Nike is part of the Fashion Industry Charter for Climate Action, an initiative led by
the United Nations that aims to achieve net-zero emissions by 2050. The
company is working to reduce its greenhouse gas emissions and achieve more
sustainable practices throughout its supply chain.

CORPORATE SOCIAL RESPONSIBILITY

Nike’s Corporate Social Responsibility (CSR) initiatives are designed to address
social, environmental, and community concerns, reflecting the company’s
commitment to sustainability, labour practices, and global community
engagement. Nike has taken various steps to ensure its business practices
positively impact people, the planet, and profit (the triple bottom line). Below are
the key elements of Nike’s CSR initiatives:

1. Sustainability and Environmental Responsibility

Nike has implemented a number of environmental initiatives to reduce its
environmental footprint Nike’s goal is to have all its facilities running on 100%
renewable energy by 2025.
- Sustainable Product Design: Nike’s Flyknit and Flyleather technologies use
significantly less material than traditional manufacturing methods, reducing
waste.
-Nike through programs like Nike Grind and Reuse-A-Shoe, recycles old products
into new materials used in footwear, apparel, and even surfaces like sports courts.
- Packaging and Logistics: Nike has reduced the use of packaging materials and
strives to use recycled and sustainable materials for packaging its shoes. Nike also
optimizes logistics to reduce carbon emissions associated with shipping.

2. Ethical Supply Chain Management

Nike has faced criticism in the past related to labour practices in its global supply
chain, but the company has made significant changes to improve working
conditions and transparency.
- Fair Labour Practices: Nike has established a Code of Conduct and a Code of
Leadership Standards for its suppliers. These standards require factories to
provide safe working conditions, prohibit child labour, ensure fair wages, and
adhere to working hour limits. Nike conducts regular audits of its suppliers to
ensure compliance.
- Empowering Workers: Nike works to empower the workers in its supply chain
through education, health, and well-being initiatives. It has also has partnered
with various organizations to promote women’s rights and improve access to
education for factory workers.

3. Community and Social Impact

Nike’s CSR initiatives also include investing in local communities and using its
influence to address broader social issues.
- Nike Community Impact Fund: This fund supports nonprofit organizations
working to improve health, wellness, and access to sports for young people. Nike
collaborates with local community partners to promote physical activity, sports,
and healthy lifestyles in underserved communities.
- Gender Equality and Diversity: Nike actively promotes gender equality within
the company and beyond. Internally, the company focuses on achieving gender
parity in leadership positions and providing equal opportunities for all employees.
Nike also supports female athletes and promotes women’s sports through
sponsorships and product collaboration.
4. Philanthropy and Disaster Relief
Nike has a history of philanthropic efforts, especially in times of global crises or
natural disasters .COVID-19 Response: During the COVID-19 pandemic, Nike
contributed millions of dollars toward global relief efforts. The company donated
personal protective equipment (PPE) to healthcare workers, as well as funds to
support communities affected by the pandemic.
- Disaster Relief: Nike frequently donates to disaster relief efforts, providing
financial support and products to communities affected by natural disasters such
as hurricanes, floods, and wildfires.
5.Education and Leadership Development
- Nike School Innovation Fund: This fund supports schools and educational
programs focused on empowering youth, promoting creativity, and providing
students with the skills necessary for success. Nike collaborates with educational
organizations to develop programs that inspire leadership and innovation.
- Employee Volunteerism: Nike encourages its employees to engage in community
service through its Nike Volunteer Program. Employees are given opportunities to
participate in local projects and initiatives that align with Nike’s CSR goals.

TRIPLE BOTTOM LINE

Nike, as a global leader in sportswear, incorporates the Triple Bottom Line (TBL)
approach into its business strategy to balance profitability with social and
environmental responsibility. Below is an analysis of Nike's Triple Bottom Line in
the context of its shoes:

1. People (Social Responsibility)

Nike has taken steps to improve the lives of people connected to its business,
including employees, customers, suppliers, and communities.
- Worker Empowerment: Nike has launched initiatives to improve the well-being
of workers in its supply chain, particularly in factories located in developing
countries
This includes training programs, health and safety improvements, and efforts to
ensure fair treatment of workers.
- Community Engagement: Nike supports various community programs, such as
the Nike Community Impact Fund and the Made to Play initiatives, which includes
policies on fair wages, safe working conditions, and no child labour and focuses
on empowering youth and providing access to sports for underprivileged
communities. Nike also invests in education, health, and sports infrastructure in
areas where it operates.
2. Planet (Environmental Responsibility)
Nike has made significant strides toward reducing its environmental impact,
aligning with the planet aspect of the TBL framework.
- Move to Zero: Nike’s sustainability campaign, aims to reduce carbon emissions
and waste. Nike is committed to reaching zero carbon emissions and zero waste
across its global supply chain.
- Sustainable Materials: Nike has developed innovative materials to reduce its
environmental footprint, such as Fly knit and Fly leather, which use less waste and
recycled materials. The brand is also increasingly using recycled polyester, organic
cotton, and other eco-friendly materials in its shoes and apparel.
- Renewable Energy: Nike has pledged to power 100% of its owned and operated
facilities with renewable energy by 2025. This includes solar and wind energy
initiatives to lower the company’s carbon footprint.
- Sustainable Packaging: Nike has reduced the use of packaging materials and
shifted to more sustainable packaging made from recycled materials.

3. Profit (Economic Responsibility)

While maintaining profitability is crucial for any business, Nike integrates its profit
strategy with its sustainability and social initiatives.
- Innovation and Sustainable Products: Nike continues to innovate with
sustainable products that align with consumer demand for environmentally
friendly options company has launched eco-conscious lines of shoes made from
recycled materials, which attract environmentally aware customers.
- Long-Term Financial Health: Nike has proven its ability to maintain profitability
while investing in sustainability and social responsibility. Its commitment to
improving working conditions, reducing environmental impact, and enhancing
community welfare has bolstered the company’s brand reputation and consumer
loyalty, contributing to its long-term financial success.
- Global Market Leadership: Nike has retained its position as a leader in the global
athletic footwear market by aligning its sustainability efforts with the growing
consumer demand for eco-friendly and ethical products. The company's TBL
approach helps ensure its long-term competitiveness and profitability.

RURAL AVAILABILITY:-
Nike’s availability in rural areas, particularly in markets like India or other
developing countries, faces challenges due to several factors such as pricing,
distribution networks, and consumer behaviour.
1. Limited Physical Presence
Nike’s physical stores and outlets are mostly concentrated in urban and
metropolitan areas, where the demand for premium sportswear and athletic
shoes is higher. Rural areas, however, typically have less access to branded retail
stores, and as a result, Nike's direct retail presence is minimal in these regions.
-Retail Strategy: Nike’s focus is largely on cities, where brand-conscious and
affluent consumers are more likely to purchase its premium-priced products.
Rural consumers, due to lower purchasing power and limited interest in luxury
sportswear, often opt for more affordable, local brands.
2. Pricing Challenge
One of the primary barriers to Nike’s widespread availability in rural areas is its
pricing. Nike’s shoes, being positioned as premium products, are often too
expensive for rural consumers in many countries. The average price of a pair of
Nike shoes may exceed what rural consumers are willing or able to spend,
especially when there are much cheaper alternatives available.
- Local Competitors: Indian brands like Bata, Relaxo, campus which offer shoes at
much lower prices, are more popular in rural areas
3. E-Commerce and Digital Expansion
Nike’s e-commerce platforms and partnerships with major online retailers (e.g.
Amazon, Flipkart, Myntra in India) have improved accessibility to Nike shoes in
rural areas. With the growth of digital infrastructure, consumers in rural areas can
now order Nike products online, making them more available despite the absence
of physical stores.
-E-Commerce Accessibility : Increasing internet penetration and the popularity of
cash-on-delivery services in rural areas have made it easier for brands like Nike to
sell directly to rural consumers via e-commerce platforms. Online sales have
become a crucial strategy for Nike to reach more rural markets.

4. Brand Aspiration in Rural Areas

While Nike may not have the same level of availability in rural areas compared to
urban centers, it still enjoys strong brand recognition. The brand’s aspirational
value is high, particularly among younger generations who are increasingly
exposed to sports culture, celebrities, and global trends through the internet and
social media.
-Sports Enthusiasts : There’s a growing interest in fitness and sports even in rural
areas, and Nike can leverage this trend to push its products, especially through
targeted marketing campaigns in regional languages.
5. Challenges in Logistics and Distribution
Rural markets often pose logistical challenges due to the lack of well-established
distribution channels. For Nike, ensuring efficient delivery and restocking of its
products in remote areas can be difficult, particularly when compared to urban
areas where logistics are more streamlined.

QUESTIONNARE
NIKE SHOES

Q1. Where do you typically purchase Nike shoes from?

-NIKE official website
-NIKE retail store
-Online retailers (e.g., Amazon, Flipkart )
-Sporting goods stores
Q2. What is your primary reason for choosing NIKE shoes?
-Comfort
-Style
-Performance
-Brand loyalty
-Price
Q3. How would you rate the comfort of your NIKE shoes?
-Excellent
-Good
-Average
-Poor
-Very poor
Q4. How do you rate the durability of your NIKE shoes?
-Excellent
-Good
-Average
-Poor
-Very poor
Q5 Would you recommend NIKE shoes to a friend or family member?
-Definitely
-Probably
-Probably not
-Definitely not
Q6. What type of NIKE shoes do you prefer?
-Running
-Basketball
-Lifestyle/Casual
-Training
Q7 How satisfied are you with the availability of sizes and styles in your
preferred shopping location?
-Very satisfied
-Satisfied
-Neutral
-Dissatisfied
-Very dissatisfied
Q8 Have you ever experienced any issues with NIKE shoes?
-Yes
-No
-Maybe
Q9 How many pairs of NIKE shoes do you currently own?
-1-2 pairs
-3-5 pairs
-6-10 pairs
-More than 10 pairs
Q10 How do you usually find out about new NIKE shoe releases?
-Social media
-NIKE website
-Friends /Family
-In store promotions
Q11 How do you feel about the pricing of NIKE shoes compared to other
brands?
-Much higher
-Somewhat higher
-About the same
-Somewhat lower
Q12 How would you rate your overall experience with NIKE customer service ?
-Excellent
-Good
-Average
-Poor
-Very poor
Q13 What factors would influence your decision to remain loyal to the NIKE
brand?
-Quality of products
-Customer service
-Brand values (e.g., sustainability, community involvement)
-Product innovation
-Price competitiveness
Q14 What types of NIKE shoes are you most interested in purchasing in the
future?
-Running shoes
-Lifestyle sneakers
-Training shoes
-Sports-specific shoes
-Casual footwear
Q15 How would you rate your overall shopping experience with NIKE?
-Excellent
-Good
-Average
-Poor
-Very poor
Q16 What features do you prioritize when purchasing NIKE shoes?
-Comfort
-Style/Design
-Durability
-Performance (e.g., cushioning, support)
-Brand reputation
-Sustainability
-Price

PIE CHART
 ANALYSIS
1. Where do you typically purchase Nike shoes?

Online retailers (Amazon, Flipkart): 39%

Nike retail store: 32%
Nike official website: 23%
Sporting goods stores: 6%

Analysis: A significant portion (71%) prefers online shopping (39% from online
retailers, 23% from Nike’s website), while 32% visit physical retail stores. Only
6% use sporting goods stores, showing Nike's direct and online presence
dominates.

2. What is your primary reason for choosing Nike shoes?

Style: 38%
Comfort: 35%
Brand loyalty: 15%
Performance: 9%
Price: 3%

Analysis: The top reasons for choosing Nike are style (38%) and comfort (35%).
These two factors contribute 73% of the decision-making process. Brand loyalty
and performance are secondary considerations, with price being the least
influential factor.
3. How would you rate the comfort of your Nike shoes?
Excellent: 33%
Good: 48%
Average: 17%
Poor: 1%
Very poor: 1%

Analysis: Nike scores highly in comfort, with 81% of respondents rating the shoes
as Good or Excellent, showing a strong alignment with consumer expectations for
comfort.

4. How do you rate the durability of your Nike shoes?

Excellent: 40%
Good: 46%
Average: 11
Poor: 3%
Very poor: 1%

Analysis: Nike is also viewed favorably for durability, with 86% giving it Good or
Excellent ratings. Only 4% rate durability poorly, suggesting general satisfaction
with product lifespan.
5. Would you recommend Nike shoes to a friend or family member?
Definitely: 68%
Probably: 26%
Probably not: 4%
Definitely not: 2%

Analysis: Nike’s recommendation rate is high, with 94% either Definitely or

Probably recommending Nike to others. This reflects strong brand advocacy.

6. What type of Nike shoes do you prefer?

Lifestyle/Casual: 50%
Running: 30%
Training: 10%
Basketball: 7%
Sports-specific: 3%
Analysis: Lifestyle/Casual shoes are the most preferred (50%), showing Nike's
dominance in the lifestyle sneaker market. Running shoes come second at 30%,
while training and basketball shoes capture smaller niches.

7. How satisfied are you with the availability of sizes and styles?
Very satisfied: 28%
Satisfied: 44%
Neutral: 21%
Dissatisfied: 4%
Very dissatisfied: 3%
Analysis: Most customers are either Very satisfied or Satisfied (72%) with the
size and style availability at their preferred locations, indicating that Nike is
meeting expectations for inventory variety.
8. Have you experienced any issues with Nike shoes?
No: 58%
Yes: 21%
Maybe: 21%

Analysis: While 58% of users report no issues, the remaining 42% (21% "Yes"
and 21% "Maybe") suggest some dissatisfaction or uncertainty around product
quality or performance.

9. How many pairs of Nike shoes do you currently own?

1-2 pairs: 63%
3-5 pairs: 30%
6-10 pairs: 4%
More than 10 pairs: 3%

Analysis: Most respondents own 1-2 pairs (63%) or 3-5 pairs (30%), showing
that the majority of Nike customers have multiple pairs, reinforcing brand
loyalty.

10. How do you usually find out about new Nike shoe releases?
Social media: 52%
Nike website: 18%
Friends/Family: 13%
In-store promotions: 7%
Analysis: Social media is the dominant channel (52%) for discovering new
releases, emphasizing the importance of digital marketing for Nike. The Nike
website and word of mouth also play important roles.

11. How do you feel about the pricing of Nike shoes compared to other brands?
Much higher: 18%
Somewhat higher: 40%
About the same: 32%
Somewhat lower: 7%
Much lower: 3%

Analysis: 58% of respondents feel that Nike shoes are priced higher than other
brands, which may reflect the premium image Nike holds. Only 7% feel they are
priced lower, suggesting that Nike is positioned as a high-end brand.

12. How would you rate your overall experience with Nike customer service?
Excellent: 32%
Good: 53%
Average: 11%
Poor: 3%
Very poor: 1%
Analysis: Nike’s customer service is viewed positively, with 85% rating it as Good
or Excellent. This indicates a largely positive service experience.
13. What factors influence your decision to remain loyal to Nike?
Quality of products: 55%
Brand values (sustainability, community involvement): 18%
Customer service: 12%
Product innovation: 8%
Price competitiveness: 7%

Analysis: Product quality is by far the most important factor for loyalty (55%),
followed by brand values at 18%. Customer service and product innovation are
secondary, while price is less influential.

14. What types of Nike shoes are you most interested in purchasing in the future?
Lifestyle sneakers: 43%
Running shoes: 33%
Training shoes: 10%
Sports-specific shoes: 7%
Casual footwear: 7%

Analysis: Lifestyle sneakers (43%) and running shoes (33%) dominate future
purchase interest, aligning with current preferences. Training and sports-specific
shoes capture smaller market segments.
15. How would you rate your overall shopping experience with Nike?
Excellent: 33%
Good: 55%
Average: 8%
Poor: 3%
Very poor: 1%

Analysis: The majority (88%) of respondents rated their shopping experience as

Good or Excellent, suggesting high overall customer satisfaction with Nike's retail
and online shopping environments.

16. What features do you prioritize when purchasing Nike shoes?

Comfort: 42%
Style/Design: 30%
Durability: 13%
Performance (e.g., cushioning, support): 9%
Brand reputation: 4%
Sustainability: 2%

Analysis: Comfort (42%) and style/design (30%) are the top priorities for Nike
customers. Durability and performance are secondary, while brand reputation and
sustainability have lesser importance for most buyers.
 CONCLUSION
The survey data reveals that comfort and style are the key
drivers behind Nike’s popularity, with over 70% of
respondents citing these as the primary reasons for their
purchases. Nike's lifestyle/casual shoes are the most
preferred category, highlighting the brand’s success in
merging athletic performance with everyday fashion. 94% of
respondents would recommend Nike to friends and family,
indicating strong brand loyalty and advocacy.

Although many perceive Nike's pricing as higher than other

brands, this is balanced by the fact that customers believe in
the quality and durability of the products. 55% of
respondents cited product quality as the main reason for
their loyalty. Additionally, most users are satisfied with the
availability of sizes and styles, and 88% report positive
shopping experiences.

Social media plays a crucial role in product discovery, with

over half of respondents using it to stay updated on new
releases. While sustainability is currently a lesser concern, it
is growing in importance, with 18% of respondent
considering brand values, such as sustainability, in their
loyalty decisions.

To maintain its market position, Nike should continue

prioritizing comfort and style, while also leveraging digital
platforms and enhancing sustainability efforts to capture
emerging consumer interests.