NIKE SEGMENTATION , TARGETING AND POSITIONING OF NIKE

Presented BySweta Leena Panda

Stutee Das Shivani Arora

INDEX STP

SEGMENTATION

LINKING TO ACTION

DEMOGRAPHIC

BEHAVIORAL

GEOGRAPHIC

PSYCHOGRAPHIS

TARGETING

POSITIONING

SEGMENTATION

• Region• Country• Density• Climate

• personality• lifestyle• value• attitude  

• openness to purchase

• desired benefits• brand loyalty• usage rate• information source

• age• gender• household• education• income

Demographic Behavioral

PsychographicGeographic

SEGMENTATION: LINKING NEEDS TO ACTIONS

Identify Market Needs

FeaturesBenefitsCostQualityConvenience

Process of segmenting and

targeting markets

Execute Marketing Program

ProductPricePromotionPlace

DEMOGRAPHICMale

• 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

BEHAVIORAL

• Nike Free; Nike Shox; Air Max; Lunarlon

Technology Based-

• Cleats & Spikes; Court Sandals & Flip-Flops; Pegasus; Boots

Style Based –

• Basketball; Cricket; Football; Outdoor; Baseball; Tennis; Track & Field

Utility Based –

GEOGRAPHICUSA UK India Malaysia

PSYCHOGRAPHIS

Nike's Mission Statement:

"To bring inspiration and innovation to every athlete* in the world."

-Bill Bowerman

POSITIONING

Famous Positioning Strategies -Nike does it with, “Just do it.”

Strong positions can last many years. Nike has waved the just do it banner for over 20 years. They continue to find new and amazing ways to say it repetitively without boring their audience. Their position gives them permission to express something that is powerful. Just do it belongs to the customer—people love that. To be able to just do it makes you want to jump hurdles or sprint a marathon.

POSITIONINGPositioning: Target Market

To bring inspiration and innovation to every athlete* in the world.

(*If you have a body, you are an athlete) Men, women, and children

Active people who enjoy high‐quality sporting goods, especially footwear

Positioning: Frame of Reference

Quality, Durability, Comfortable, Style, good reputation, breakthrough design and technology of products, packaging, sense of being associated with the best, #1 brand

Having a positive attitude when they exercise/workout Consistent and timely shipment of goods

Nike is used by top athletes, teams

POSITIONINGPositioning: Point of difference

Nike’s is known for their footwear: it has a whole line up of footwear for almost every sport

Nike as a brand commands high premiums and is often more expensive than its competitors Nike that make shoes better for everyone

Nike offers a new style in every series

Positioning: Reasons to believe

Mythological Name

“Swoosh” Logo

Powerful Slogan