Segmentation, Targeting and Positioning Strategy of Nike Segmentation

SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF NIKE
I. SEGMENTATION:
Market segmentation is the process of diving up mass market into
different group of similar needs and wants. The motive behind
segmentation is Get to know the customer in a much more detailed
manner, gain a competitive advantage and be able to serve the
customer’s needs and wants in a better way.
Nike use different types of segmentation to break a bigger market into
small customer groups.
1. DEMOGRAPHIC:
Demographic segmentation is the most widely used technique from
Nike because the characteristics are easy to identify and measured.
Based on this, Nike targets individuals according to their age &
gender. First and most important to be told is Nike targets customers
between 15-55 years old, with greater weight to teenager in order to
build a long-term loyal consumers. Furthermore, gender is another
significant factor that Nike uses to attract its audience. Despite the
fact that its male purchasing audience is higher, recently Nike has
invested heavily in women by launching a variety of female sport
lines where revenues are expected to grow significantly in the next
few years.
2. PSYCHOGRAPHIC AND BEHAVIORAL SEGMENTATION:
Nike has this segmentation to answer that why consumers need its
products and what the consumers have interest and purchasing habits.
So regarding this Nike segments its market which includes: active
individuals who take pleasure in sports, gym regularly, athletes.
Apart from it, Nike also approaches a crowd that loves fashion. There
are categories of people who are passionate about the brands and buy
company’s product just to follow fashion trends. There individuals are
convinced that Nike’s products are not ordinary but a fashion lifestyle.
3. GEOGRAPHIC:
Geographic is simple but powerful segmentation basis. Nike has this
segmentation to serve its target customers all over the world.
Nike largest markets are North America followed by Western Europe
and China.
In different regions Nike focus on different products for example in US
Nike focuses on American football and baseball by creating many
advertisements and marketing campaigns about football and baseball
products using athletes specific to those sports.
II. TARGETING:
Target marketing is the next step of segmentation process where the
company systematically chooses the segments that will allow to most
effective and efficiently achieve its goals.
As for market segmentation, Nike has niche market to serve.
III. Positioning:
The final step of STP concerning the market decisions is the positioning.
Nike has positioned its brand as the market leader of sports equipment
widely, providing high quality and innovative technology.
It has following positioning strategies:
- Enhancing athletic lifestyle or fantasy in consumers mind
- Appealing style and attitude
- Positions itself as premium brand with well-designed products.
- Appealing quality level and valuable products.
- Nike has positioned itself in the mind of its target customers as a leader in
sports goods. It has made such products that satisfy its niche market with all
productsrelated to sports. Its slogan
- ‘
- Just do it
- ’
- has madeanappeal to target customers to buy the product withsense
of inspiration and confidence and which hasmade it major competitor in
athlete industry
The Positioning statement of Nike is “For serious athletes, Nike gives confidence
that provides the perfect shoe for every sport”. In today’s competitive environment,
Nike, one of the global leaders in sporting goods industry, has established a strong
position for enhancing athletic life style. It’s the number one sports manufacturer in
the world. It is the leading sporting goods Company in the United States and
hundred and ten countries. However, it has become the passion for everyone to use
its brand products that create the Nike Just Do It feeling for the competition.
The consumer’s perception of brand influences their buying decision in sports

industry, so Nike always has been able to position to customer’s expectation and
athletic fantasy that is endorsed by real athletes.

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What are the different types of segmentation used by Nike?

How does Nike target its customers?

SEGMENTATION, TARGETING AND POSITIONING STRATEGY OF NIKE

The consumer’s perception of brand influences their buying decision in sports

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