nike's segmentation targeting positioning marketing strategy
TRANSCRIPT
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Do we need an introduction?
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SegmentationTargetingPositioningof
SYED ZAID ALISGSITS Indore
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Segmentation
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SegmentationDemographic Variables:•Age : 15-40, tweens and teens•Gender•Occupation•Generation
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Behavioristic variable
• The “Athletic Feel” • Utility Based: basketball, cricket, football,
outdoor, baseball, tennis, track and field• Style based: cleats and spiked, court sandals
and flip flops, pegasus, boots• Technology based: Nike free, Nike Shox, Air
Max, Lunarlon
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Psychographic variable
• Nike’s mission statement : “To bring inspiration and innovation to every athlete in the world ”
• Lifestyles and Personalities• Run with Me , Sports Improvement Clinics,
Social Media contests
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Geographic variables
• Nations• Cities• Population Density
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Targeting
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Youth (18-24 yrs) Sports Enthusiasts
High Income GroupsUrban areas
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Positioning
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Positioning
To bring inspiration and innovation to every athlete in the world
Ubiquitous brand
You have a body, you are an athlete
Shifted from Product Focus to Attitude Focus
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Positioning: Target Market
•Expanding Women’s apparels•Women in 20s and 30s driving the ‘athleisure trend’Women
•Kids are growing part of Nike’s business•Young athletes wear products through sponsorship with clubs and federationsProfessional athletes such as NFL wear Nike Gear
Athletes
•Running is heritage and largest performance category •Nike’s innovation efforts are focused in running categoryRunners
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Positioning: Frame of Reference
Competitors: Under Armor, Adidas, Puma, Sketchers, Anta, Li Ning
Competitive Landscape: Athletic wear, Sports wear, Running
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Positioning: Points of Difference
NikeID: Customize your shoes and gear
Nike + Running App, Nike + Training Club, Nike + iPod
Jordan Product Line
Presence in all sports; Cricket, Basketball, Football, Tennis, etc
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Positioning: Points of Parity
Electronic performance technology: measure and compare your performance
Cater both men and women, known globally, athletic and sports wear
Ambassadors representing their brand
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Positioning: Brand Mantra
• ‘Authentic Athletic Performance’• Maintaining authenticity; integrity and purity• Products and activities have to be athletic• World class performance • ‘Just Do It’ - It’s a slogan not Mantra
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Expand Number of Outlet in Metro and tier 1 Cities
New Distributors in tier 1 and 2 cities where no Nike store is present.
Smart App where you can measure Sport attributes like shot speed elevation.
Open Nike Sports Bar where Live streaming of matches can take place
Existing Market New Market
Existing Product
New Product
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DISCLAIMER
Created BY Syed Zaid Ali, SGSITS Indore during a marketing internship under Prof. Sameer Mathur.