nike - segmentation & targeting
TRANSCRIPT
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
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
Psychographic Personality
Sports-Centric v/s
Product Centric
Inspiring/Motivational/Emotional connect
v/s Utility/Value offering
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
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
Array of Products catering to a specific Market of –
High-Income +
Fitness-Centric +
Sports Enthusiast
Market Targeting - Nike
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
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.