MARKET

SEGMENTATION
Marketing Management 1 (BMN 508)
Submitted to
Prof. (Dr.) Zillur Rahman.
OUR
TEAM
GROUP 4

Vishal VIshwakarma Rahul Hari Sanyam Maheshwari Ashutosh Chillarge

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Atshaya N. Prabhat Ranjan Mourya PV Ramachandra Rao Bhavya Chaudhary

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 MARKETING
SEGMENTATION

Market segmentation is the sub-dividing of market into

homogeneous subsets of customers, where any subset may
conceivably be selected as a market target to be reached with a
distinct marketing mix

The process of dividing a large group of consumers into subgroups based on:
• Demographic factors
• Geographics factor
• Psychographic factor
• Behavioral factor
Question 1.
What level of segmentation does a
brand like Nike adopts?
MASS
MARKETING
Nike employs mass marketing strategies to connect with a
broad and varied audience. A prime illustration of this
approach is their renowned slogan "JUST DO IT," which
showcases individuals from various backgrounds and
demographics. This serves as an exemplar of their ability
to engage a wide spectrum of consumers through a
universally resonant message.

MICRO
MARKETING
Nike predominantly adopts a segmented marketing
approach, particularly within the realm of micro
marketing segments. This is evident in Nike's inclination to
tailor its offerings to specific market groups. For instance,
the company develops specialized products and
advertisements geared towards various sports or product
lines, thereby honing in on distinct target audiences.
Question 2.
• With the insights you have on your
classmates develop 2-4 consumer
segments.
• What bases of segmentation is
primary in your approach? Why is it
appropriate to use given your
consumer base?
SOCIALISTS / ELITIST
All the Gen Z and GenY populus feel proud and show special importance to their social
status. They vote for Nike, given the fact that Nike is a well-known brand and will help
them maintain their social status.

Based on the data we have, It is found that Nike is a globally recognised and respected
brand. Owning and wearing Nike shoes can signal to others that the individual can afford
to invest in well-known and prestigious brands, contributing to their perceived social
status.
OUTDOOR ENTHUSIASTS
According to insights gathered, 37% of individuals can be classified as
outdoor sports enthusiasts, engaging in sports daily, 4-6 times a week, or
2-3 times a week. Notably, 98% of these dedicated enthusiasts show a
preference for Nike products, as they believe that the brand directly
influences their athletic performance. Among these respondents, their
choices consistently prioritize at least one of the following factors:
comfort, durability, and performance.
OPPORTUNISTICS
Based on Insights, a significant 75% of
individuals express a preference for Nike
products. Among them, 32% exhibit a loyal
inclination toward Nike as consistent
customers, while the remaining portion may
also consider other brands. This choice
hinges on factors such as affordability and
enhanced user experience. For instance, if
Nike were to offer shoes at discounted
prices, these undecided customers might
shift towards opportunistic buying and
subsequently develop a loyalty to the brand.
Additionally, 76% of the individuals surveyed
in the Insights display a marked tendency
towards the personality trait of “Openness to
Experience”. This suggests that if Nike
introduces novel and unique experiences
within the footwear market, there is a
substantial likelihood that this group will be
receptive to trying these offerings.
 QUESTION 3:
DO YOUR IDENTIFIED SEGMENTS MEET THE
EFFECTIVE SEGMENTS CRITERIA?
OUTDOOR ENTHUSIASTS
•Nike's outdoor sports shoe segment is measurable
through customer surveys, enabling quantification of its
performance.
• It's differentiable due to unique features like weather-
resistant materials and rugged traction, setting it apart
from regular sports shoes.
• Accessibility is established through distribution in Nike
stores, online platforms, and retail partners, ensuring easy
reach for consumers.
•The segment is substantial given the growing interest in
outdoor activities and the brand's strong reputation.
OPPORTUNISTICS
• It is differentiable based on design,
technology, and branding that appeals to
college students.
• Accessibility is achieved through online and
physical stores near campuses.
• Actionable insights can be derived from
analyzing consumer trends, social media
interactions, and purchasing behavior.
• The segment is substantial due to the
significant college-aged population globally,
their spending power, and the cultural
significance of sneakers.
SOCIALISTS / ELITIST
•Nike's elitist shoe segment is measurable through
pricing, and customer demographics, allowing for
quantitative assessment of its success.
• It differentiates itself by offering premium
materials, limited releases, and advanced
technology, appealing to high-end consumers
seeking exclusivity and performance.
• Accessibility is limited intentionally, with
restricted distribution and high prices, fostering an
aspirational aura.
THANK YOU