NIKE - Segmentation & Targeting

Arveen ShaheelB 050

Segmentation & Targeting

Segmentation

Geographic

Demographic

Psychographic

Behavioral

Geographic

Geographic

USA

UK

India

Malaysia

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

BehavioralPurchase

Occasions

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.

Market Targeting – Nike & Its

Subsidiaries

Selective specialization

Targeting many segments which may have little

synergy with other among themselves.