Finally, different approaches are going to be demonstrated. For many organizations today to be successful they must know what consumers needs are, so as to satisfy them successfully and profitably to avoid wastages of resources. On finalizing the market segments that the company wants to target, the marketer’s next step is to design a marketing program that will resonate with the target market or markets. Nike is the world’s largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment. This will not just happen though, this can only happen through a lot of promotion and appeal. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. Nike uses different types of segmentation to break a bigger market into small customer groups. 5 Pages. Psychographic segmentation is composed of an individual, social class, lifestyle, and personality. Psychographics are lifestyle and personality descriptors. What is Marketing Mix of Apple and how it’s helping in creating worlds most valuable brand? Browse and purchase history, social media postings and data related to demographic, psychographic and geographic makeup all fuel … Premium They are: geographic (region, county, climate etc. After segmentation, the company needs to decide on the Targeting strategy. Market segmentation allows businesses to satisfy the diversity in a resource-effective manner and is held up as the panacea of modern marketing (Dibb, 2001). The theoretical part enables the reader a full understanding of this method. Air Jordan, Cole Haan, Athletic shoe 1521 Words | 6 Pages. Lifestyle descriptors are often categorized as activities, interests, and opinions. Nike will have a number of different marketing objectives for their isotonic sports drink, Nike Go. Let’s take a look at athletic shoes, a category where Nike has more than a quarter of the market share. Adidas mainly focus on demographic and psychographic segmentation. Under Armour’s segmentation by gender demographic as well as behavioral segmentation by occasion has been successful. 3 Pages. Nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities. Positioning is the final step in the S-T-P planning approach; Segmentation→ Targeting → Positioning; a core framework for developing marketing plans and setting objectives. Positioning of Adidas Understanding the Segmentation, Targetting and Positioning of Adidas. Above mentioned are the few potential market segments that Nike chooses to target for driving their business strategy, sales and marketing activities. So Adidas develops their brand in 3 different styles according to the segmentation. Activities: many students from all over the world as well as educational bodies descend upon the International Consumer Electronics Show(CES) every year to find out what the brand new technology is about to hit the streets. Psychographic segmentation for Nike is that they provide their customer variety of products that suits their interest and meets their standards. http://shoesobsessions.wordpress.com/2008/08/18/nike-technologies/ The ultimate level of segmentation leads to ‘segments of one’, customised marketing or one-to-one marketingCustomerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice. 2. Developing customers personas is one step that marketers follow while creating profiles for customers in their target market segments. For these organizations to be successful they have to undertake, who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. Consumer Behavior – 3310 In the video, we see that an overweight guy is running towards the camera. ), demographic (age, gender, family size, religion) psychographic (personality, life style, attitude etc.) Premium Specifically, Nike aims to active . The chapter starts of by detailing the five levels of the, consumers needs are, so as to satisfy them successfully and profitably to avoid wastages of resources. market segmentation Nike utilizes psychographic segmentation to target customers based on . market segmentation strategy in which the total market is divided on the basis of psychology Premium It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. Nike participates in the apparel market, specifically sports apparel. They do this as it enhances the possibilities for what can be made possible for the classroom. They do this as it enhances the possibilities for what can be made possible for the classroom. For these organizations to be successful they have to undertake segmentation, so as to know their target market and also to know the available competitors in the market producing the same goods. Nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities. Read more about what is customer persona and how to build it. Psychographic, Market segmentation, Sport 1331 Words | To use this variable effectively Nike must target individuals who enjoy sports. In order to clearly understand what kind of people are the real target of Nike, we should look upon their commercial examples and here is their first one. They are: geographic (region, county, climate etc. Creating strong consumer awareness is very important in gaining market share as it is a completely new product from. Nike positions itself to be an inspirational and innovative brand for its target audience in the world. In this example of market segmentation for sport shoes, five consumer segments have been identified, namely:. Premium Who is the segment of p… Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income. Objectives Ever thought what happens when a brand touches the emotions and aspirations of its customers and build on it to position itself. The company takes its name from Nike (Greek Νίκη, pronounced the Greek goddess of victory. Educational Tablet Research So to speak to their target audience Demographic segmentation is a factor used by Nike to target individuals according to their age, life-cycle stage, gender, occupation, and generation. Premium Conclusion In conclusion, market segmentation, targeting and positioning, which are the three important factors in Adidas Company’s marketing. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. These five example market segments are shown in the following diagram: Apart from its name, few other brands under which Nike markets its products are : Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Brand Jordan, Hurley International, and Converse. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. 5 Pages. "Psychographic Segmentation Of Nike" Essays and Research Papers . The marketer faces a number of important decisions: Below are three factors that are essential for evaluating a potential market segment. Do we need an introduction? IPhone, Apple Store, Steve Jobs 1012 Words | With the mindset that everyone is an athlete, Nike targets to cater to all the people around the world, belonging to any age group who wants to live athletics’ lifestyle. The chapter starts of by detailing the five levels of the Segmentation, Targeting, and Positioning Process. Market segmentation of the Nike company Demographic Segmentation Demography segmentation they include age, race, family income, and education level, among others. Created by Bill Bowerman and Phil Knight, Nike has become one of the world’s largest athletic apparel suppliers and today markets it product under its own brand name which includes Nike Pro, Nike Golf, Nike Skateboarding and the infamous Nike Air Jordan. Specifically, Nike aims to active individuals who take pleasure in sports, gym regularly, are athletes and passionate with sports, which tend to be part of their life. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand but a shoes for sport lifestyle consumer that mean mostly people who active in sport such as football player or bask… Your email address will not be published. 7 Pages. Nike has their mission statement “To bring inspiration and innovation to every athlete in the world” and based on their mission statement they are trying their best to meet the needs of their customers. Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets in the United States and elsewhere around the world (Jensen, 199, 1). 101 - 110 of 500 . Market segmentation is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. When done wrong, it’s a bunch of hard to decipher information. Segmentation 4. The following commercial is a very popular one and has millions of views. Jeff Jensen writing in Advertising Age (1996) suggests that Nike's success is no accident. Segmentation Demographic Variables: •Age : 15-40, tweens and teens •Gender •Occupation •Generation 5. Understand the Marketing Mix of Google and its 4ps of Marketing Mix. 5 Pages. consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. 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