NIKE - Segmentation & Targeting
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This document discusses segmentation and targeting strategies used by Nike. It outlines Nike's segmentation based on geography, demographics, psychographics, and behavior. Geographically, Nike targets markets in the USA, UK, India, and Malaysia. Demographically, it segments customers by gender and age. Psychographically, it focuses on sports-centric and inspiring values aligned with its mission statement. Behaviorally, it analyzes purchase occasions. The document also lists Nike's subsidiaries like Cole Haan, Hurley, Umbro, and Converse that allow it to target various lifestyle and athletic segments selectively while specializing within each brand.
NIKE - Segmentation & Targeting
- 1. Arveen Shaheel B 050 Segmentation & Targeting
- 3. Geographic
- 5. 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
- 6. Psychographic 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. Values
- 8. 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 Benefits
- 10. 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 Individual Marketing - Customerization
- 11. Array of Products catering to a specific Market of – High-Income + Fitness-Centric + Sports Enthusiast Market Targeting - Nike
- 12. 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, surfin g, music, and fun. Umbro English sportswear and football equipment supplier. Umbro designs, sources, and markets sport- related apparel, footwear, and equipment. Converse American shoe company that has been making shoes, lifestyle fashion and athletic apparel.
- 13. Market Targeting – Nike & Its Subsidiaries Selective specialization Targeting many segments which may have little synergy with other among themselves.
Editor's Notes
- #9: http://shoesobsessions.wordpress.com/2008/08/18/nike-technologies/
- #11: The ultimate level of segmentation leads to ‘segments of one’, customised marketing or one-to-one marketingCustomerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.