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  • Segmentation & Targeting: Arveen Shaheel B 050

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    This document discusses segmentation and targeting strategies for Nike. It outlines four common bases for segmentation: demographic, geographic, behavioral, and psychographic. For each segment, it provides details on Nike's target markets such as gender, age groups, countries, sports interests, values, and purchase occasions. It also discusses individual marketing approaches like NikeID and how Nike targets specific markets with an array of products catering to high-income, fitness-centric and sports enthusiast consumers. Finally, it briefly outlines some of Nike's subsidiary brands and their market targeting approaches.

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    This document discusses segmentation and targeting strategies for Nike. It outlines four common bases for segmentation: demographic, geographic, behavioral, and psychographic. For each segment, it provides details on Nike's target markets such as gender, age groups, countries, sports interests, values, and purchase occasions. It also discusses individual marketing approaches like NikeID and how Nike targets specific markets with an array of products catering to high-income, fitness-centric and sports enthusiast consumers. Finally, it briefly outlines some of Nike's subsidiary brands and their market targeting approaches.

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    16 views13 pages

    Segmentation & Targeting: Arveen Shaheel B 050

    Uploaded by

    Sana
    This document discusses segmentation and targeting strategies for Nike. It outlines four common bases for segmentation: demographic, geographic, behavioral, and psychographic. For each segment, it provides details on Nike's target markets such as gender, age groups, countries, sports interests, values, and purchase occasions. It also discusses individual marketing approaches like NikeID and how Nike targets specific markets with an array of products catering to high-income, fitness-centric and sports enthusiast consumers. Finally, it briefly outlines some of Nike's subsidiary brands and their market targeting approaches.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 13

    Segmentation & Targeting

    Arveen Shaheel
    B 050

    Segmentation

    Demograp
    hic

    Geographi
    c

    Behavioral

    Psychogra
    phic

    Geographic

    Geographic
    UK
    USA

    Malaysia
    India

    Demographic
    Male

    Running
    Training
    Basketball
    Nike Sportswear
    Soccer
    Action Sports
    Football
    Golf
    Jordan
    Lacrosse
    Outdoor
    Baseball
    Tennis
    Track & Field

    Female

    Running
    Training
    Basketball
    Nike Sportswear
    Walking
    Soccer
    Action Sports
    Golf
    Outdoor
    Softball
    Tennis
    Track & Field
    Volleyball

    Kids

    Youth
    Pre School
    Infant/Toddler

    Psychographic

    Valu
    es

    Nike's Mission Statement:

    "To bring inspiration and innovation to


    every athlete* in the world."
    -Bill Bowerman
    *If you have a body you are an athlete.

    Psychographic

    Sports-Centric
    v/s
    Product Centric
    Inspiring/Motivational/Em
    otional connect
    v/s
    Utility/Value offering

    Personali
    ty

    Behavioral

    Benefi
    ts

    Benefits offering range from,

    Utility Based
    Basketball; Cricket; Football; Outdoor; Baseball; Tennis; Track & Field

    Style Based
    Cleats & Spikes; Court Sandals & Flip-Flops; Pegasus; Boots

    Technology Based
    Nike Free; Nike Shox; Air Max; Lunarlon

    Complete Customer Delivery

    Behavioral

    Purchas
    e
    Occasio
    ns

    Individual Marketing - Customerization


    NIKEiD
    Allows customers to personalize and design their own Nike merchandise.
    Online services as well as physical NIKEiD studios in different countries
    around the world

    Market Targeting - Nike


    Array of Products
    catering to a
    specific Market
    of
    High-Income +
    Fitness-Centric +
    Sports Enthusiast

    Cole Haan
    Global lifestyle
    brand that
    defines
    American style,
    beauty, and
    luxury

    Hurley
    International
    Clothing
    company located
    in Costa Mesa,
    California.
    The company
    puts emphasis on
    skateboarding,
    surfing, music,
    and fun.

    Umbro

    Converse

    English
    sportswear and
    football
    equipment
    supplier.

    American
    shoe
    company that
    has been
    making
    shoes,
    lifestyle
    fashion and
    athletic
    apparel.

    Umbro designs,
    sources, and
    markets sportrelated apparel,
    footwear, and
    equipment.

    Market Targeting Nike & Its


    Subsidiaries
    Selective
    specialization
    Targeting many
    segments which
    may have little
    synergy with other
    among
    themselves.

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