Group members

• Iqra Tabassum 4726-FMS/BBA/F16

• Rabia Babar 1384-FMS/BBA/F19
• Rimsha Hanif 1395-FMS/BBA/F19
• Aqsa Mukhtar
• Eman Saeed
MARKET SEGMENTATION
When did Nike originate
Nike originally known as a Blue Ribbon spots was started by
Phil knight and Bill Bowerman in 1967

• Most prefer footwear company for athletes

With the passage of time Nike extend its products line.

• Nike has achieved annual growth rate of 11% with the Clothing
period of 5 year
Equipment
for supports

Socks,
digital
devices ,
eyewear
Vision

To bring inspiration and innovation to every athletes in

the world.

Mission

Do everything possible to expand human potential.

STP process

Segmentation Positioning

Targeting
 Targeting:

Nike is evaluate each market segment which is more attractive and the select the
segments to serve

Women: release new couture style

collection with offbeat items

Young athletes : get young athletes to

wear its product through sponsorship with
local leagues, clubs and federation

Runners: introduce a new running shoes

,lunar tempoto compete with other brands
 Positioning

Nike has positioned itself in the mind of

customers as
High-
end

design
Customer Value
for
loyalty money

quality
 Segmentation:

• Age
• Income
• Region • Gender
• Climate generation
• Density
Geographic Demographic
segmentation segmentation

Psychographic Behavioral
segmentation segmentation

• Social class • Benefits

• Lifestyle • User status
• Loyal status
• Motivation
• occasion
• personality
S W O T

Analyses
 Nike strength – internal strength factor

• Global brand
• Huge customer base
• Aimed for sustainability
• Side brand
• Low manufacturing cost
• Superior marketing capabilities

Nike weakness-internal strategic factors

• Poor Laboure condition in foreign countries

• Retailers have strange hold
• Pending debts
• Lawsuit
• Depending on US market
• Sexual harassment
Nike threats – external strategies factors

• Counterfeit Product
• Increase competitive pressure
• Marketing budget pressure

Opportunities

• Strive to penetrate the new region that

have high rate of growth
• New production line for fashionable
footwear
• E-commerce selling
• Increase their target customers
 Future Dreams

 Nike expects to increase its future

orders for delivery.
 Nike will continue to focus their
resources on those investments that
drives profitable growth
 The company announced plans to
grow the Nike brand in all six of its
geographies
 Gap

 A gap can be defined as a brand that has a product which have

same features over the other brands but with a distinguished
characteristics.
 For Example Nike must differentiate their product from their
competitors so that they can grab their customers toward their
products. This is basically the Gap for the Nike which it can
fulfil to differentiate from their competitor Products.
 Conclusion

Nike aims to bring inspiration and innovation athletes

in the world, and it consider everybody to be an athlete
as a high-profile industry leading sports company.
Nike sustained its position as the top sports brand and
56th brand across the universe proving that their
initiatives did work