Nike's Segmentation Targeting Positioning Marketing Strategy Syed Zaid Ali. Segmentation and Positioning of Nike footwear Market Segmentation of the Nike company: Demographic Segmentation: Demography segmentation they include age, race, family income, and education level, among others. This visual from Dave Chaffey of Smart Insights in his book Digital Marketing: Strategy. The major threat to Nike is the imitation that goes hand in hand in various, Marketing Strategy of Close up - Close up Marketing Strategy, Marketing strategy of Dell - Dell marketing strategy, Marketing strategy of Aquaguard - Aquaguard marketing strategy, Marketing Strategy of Apple Inc - Apple Marketing Strategy, Marketing strategy of BMW - BMW marketing strategy, Marketing Strategy of Dettol - Dettol Marketing strategy, Marketing strategy of Indigo Airlines - Indigo Marketing strategy, Marketing strategy of KFC - KFC Marketing strategy, Marketing Strategy of Alibaba - Alibaba Marketing Strategy, Marketing Strategy of Axa - Axa Marketing Strategy, Marketing Strategy of Baidu - Baidu Marketing Strategy. Segmentation allows reaching the right target market which paves way for an appropriate positioning strategy. Nike competes with the company like Lululemon, Puma, Adidas, V.F Corp., athletic UNIQLO and many others. Nike has achieved compounded annual growth rate (CAGR) of 11% for the period of 5 years i.e. Targeting, Positioning and Branding In the last Marketing group sessions, we went through targeting and the segmentation of target markets; which is the process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs and wants. There are 697 Nike brand factory stores, 106 inline stores and 99 converse stores and 29 Hurley stores globally. Segmentation Demographic Variables: •Age : 15-40, tweens and teens •Gender •Occupation •Generation 5. Others constitute designers and athletes etc. Many successful companies across the world apply segmentation, targeting and position ing (STP) as part of their marketing strategies. 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. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process. targeting and positioning. Nike has subsidiaries such as Converse, Hurley and Jordan for driving growth with the help of the different brands. As you may be aware, Coca-Cola eventually took the dramatic act of reformulating their flagship Coca-Cola product and withdrawing it from the market to replace it with “new” Coke. Who is the segment of p… Demography segmentation they include age, race, family income, and education level, among others. Market Targeting - Nike. The division of a broad market into small segments comprising of individuals who think on the same lines and show inclination towards similar products and brands is called Market Segmentation. Raymond DRISYA.N.P. The following commercial is a very popular one and has millions of views. A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the 1980s between Coca-Cola and Pepsi-Cola. Required fields are marked *, Copyright © 2020 Marketing91 All Rights Reserved, Marketing Strategy of Nike – Nike Marketing Strategy, Marketing Strategy of Dior - Dior Marketing Strategy. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy. Nike ppt Piyush Halder. Outsourcing of the manufacturing helps the company in keeping its operational cost low and at the same time focus its competencies on sales and marketing activities to drive the sales. Also, Nike is in the industry which is by and large affected by the product life cycle which means that sometimes it’s very difficult for the company to respond to the fad timely. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. 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. Your email address will not be published. It reminds us how digital channels offer n… Implementationand practice shows how Segmentation, Targeting and Positioning apply to digital marketing strategy. the further study is carried on the buying behavior of the above mentioned categories of consumer, which shows th… The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S … Psychographic segmentation for Nike is that they provide their customer variety of products that suits their interest and meets their standards. Volkswagen (VW), a company that makes cars is … Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Nike is the well-known brand globally and its association with the various sports events such as Cricket world cup, FIFA cup, Olympics and many others has helped the company in creating high TOMA (top of mind awareness) and brand pull. Amazon segmentation, targeting and positioning. But now, you start on the process to more clearly define HOW you will capitalise on the opportunity. Nike's Segmentation Targeting Positioning Marketing Strategy 1. The hero brands tell us about being a soldier and to do duties for a country and organization. Strong product portfolio: Nike have strong product portfolio as being present in various interrelated business segments is helping the company in retaining its customers and provide a bundled products to them. However, this does not mean Nike does not use market segmenting to more precisely define … The goal of the brand archetype is to exert mastery in a way that improves the world. Adidas AG (stylized as ɑdidɑs since 1949) is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, and accessories.It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. Share this document with a friend. The segmentation, targeting, and positioning model is a 3 step process that divides your audience into groups and targets them with specific marketing messages that are likely to appeal to them. Founded in 1967 Nike has emerged as the most preferred footwear company for the athletes. While 36% were students from various fields. This research is particularly outstanding for the reader because it will analyze the STP strategy of a well-known company that produces sports equipment, which is Nike. Introduction. Outer rims are consumers who are located far away specifically in other parts of the world. Nike targeting the digital space. Your product helps people to perform at their upper limits. All Rights Reserved. The brands tell us to develop mastery and competences expressed through achievements. Segmentation 4. Nike’s target market is largely consumers ages 15–45. Nike mamoonnift. The fourth step is about using the strength and courage to change something that makes a difference in the world. Segmentation, targeting and positioning may sound similar, but there is quite a bit of difference between segmentation targeting and positioning concepts. Published November 24, 2020. Let's stay in touch :), Your email address will not be published. Customers of Nike ranges from individual customers to companies. If you have innovation or invention that will have a major impact on the world. Amazon.com Inc. Report contains a full analysis of Amazon segmentation, targeting and positioning and Amazon marketing strategy in general. Outsourced Manufacturing Units: Nike receives footwear from more than 140 factories located in 13 countries across the globe. Examples of Targeting in Marketing. Market segmentation is inevitably followed by targeting and positioning. 2. Nike targets customers from different age groups and middle / upper-middle or upper-income social groups. Factors such as quality, performance, reliability, competitive pricing, connect with the consumer plays the critical role for the companies operating in this business. The brand tells us about helping someone in need, o. Principles and Traits. The first step in the process of product promotion is Segmentation. Nike receives footwear from more than 140 factories located in 13 countries across the globe. The apparel, athletic footwear and sports equipment industry are highly competitive due to the presence of a large number of local and international players. 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. Nike has focused its marketing efforts on the digital space in recent years. NIKE - Segmentation & Targeting. The demand graph is shaped by variables such as the change in the fashion, technology, taste and preferences of the customers. Do we need an introduction? Business segments in which Nike operates has a large number of local & national players. all the three concepts are so parallel to each other that marketers may not understand importance of keeping them separate and the role that each of them play special campaign where we can show the participants our current and future products. It’s a lot harder to target these people as it may cost us a lot of money to market them. Powered by - Designed with the Hueman theme, Market Segmentation of Coca-cola and Pepsi, Positioning Strategies of Louis Vuitton and Gucci, Positioning strategies of Hyundai and Honda, Target Market of Delivery Services, Uber Eats and DoorDash, Positioning Strategies of Volkswagen and Audi. The strategy of the archetype is becoming strong and competent as able of being. Mission- “To bring inspiration and innovation to every athlete in the world”. Ultimately, the STP model will help you better target your advertising messages for the benefit of both your customers and your dispensary. Segmentation, Targeting and Positioning The perception of mass marketing and behave all customers the same way, has led to the comprehension of the unique needs of consumer groups, that has to be segmented for greatest sales … In the video, we see that an overweight guy is running towards the camera. The major threat to Nike is the imitation that goes hand in hand in various markets which are affecting its revenues and businesses. You can follow me on Facebook. Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. Here are the Top Nike Competitors. March 6, 2018 By Hitesh Bhasin Tagged With: Strategic Marketing Articles. The Nike brand and its offering are Stars in the BCG matrix while Converse, Hurley and Jordan are the question mark in the BCG matrix due to their presence in the limited countries. chapter segmentation, targeting and position l1) explain the marketing segmentation and its relevance to marketing l2) detail the different forms of market If you are an underdog and want to beat the competition. The company positioned itself as a high-end athletic lifestyle company which made Date post: 15-Jul-2015: Category: Business: View: 33,533 times: Download: 1 times: Download for free Report this document. Nike vs adidas Priyesh Neema. raymonds ppt Kirti Ranka. To do so Nike focuses on creating premium consumer experiences on product innovation, brand leadership and elevated retail presence. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear. A. In the first two steps, you have taken an external view of the market when you analysed your market and you have defined your brand goal.. SYED ZAID ALI SGSITS Indore 3. However, over the period of time, it extended its product line to apparels and accessories like clothing, socks, digital devices, eyewear, and equipment for sports. December 2017; DOI: 10.1007/978-3-319-49849-2_4. Segmentation, targeting and positioning is the third and clearly central step in the brand development process.. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… who effective form 38% of our database. Raymond India Limited agarwal.rajat. Transcript: ... Bru segmentation targeting positioning Education. S - Segmentation T - Targeting P - Positioning. I am a serial entrepreneur & I created Marketing91 because i wanted my readers to stay ahead in this hectic business world. He did not surrender, he does not find any excuses and he wants to change his life and find his greatness. Types and Factors, What is Servant Leadership? The Social Grabber © 2020. Positioning of Adidas Understanding the Segmentation, Targetting and Positioning of Adidas. Nike's segmenting market typically target's athletes, both women and male generally from the ages 15 to 35. STP is relevant to digital marketing too at a more tactical communications level. Market segmentation of the Nike company Market segmentation of the Nike company Demographic Segmentation Demography segmentation they include age, race, family income, and education level, among others.Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. Nike have strong product portfolio as being present in various interrelated business segments is helping the company in retaining its customers and provide a bundled, Nike distributes its products worldwide through different, Nike is the well-known brand globally and its association with the various sports, athletic footwear and sports equipment industry are highly competitive due to the presence of a large number of local and, Business segments in which Nike operates has a large number of local & national players. Marketing mix – Here is the Marketing mix of Nike. For example, applying marketing personas can help develop more relevant digital communications as shown by these alternative tactical email customer segmentation approaches. Nike distributes its products worldwide through different channels such as resellers, supermarkets, e-commerce sites, retailers, licensees and company-owned outlets. Product and usage-based positioning are used by Nike to create the image in mind of the consumers. Segmentation, targeting, positioning in the Marketing strategy of Nike –, Competitive advantage in the Marketing strategy of Nike –, BCG Matrix in the Marketing strategy of Nike –, Distribution strategy in the Marketing strategy of Nike –, Brand equity in the Marketing strategy of Nike –, Competitive analysis in the Marketing strategy of Nike –, Market analysis in the Marketing strategy of Nike –, Customer analysis in the Marketing strategy of Nike –, What is Social Stratification? The desire of the archetype is proving its worth through courageous actions. It uses separate campaign or strategy to cap the market potential of the different segments. In this article, we'll look at the Segmentation, Targeting and Positioning (STP) Model*, an approach that you can use to identify your most valuable market segments, and then sell to them successfully with carefully targeted products and marketing. Global Marketing Strategies - Nike Segmentation, Targeting & Positioning If you have a clear competitor that you want to beat. A very important concept of segmentation targeting and positioning model is that all the three steps should be in alignment with one another so as to develop a fluid plan. Brand Positioning of Nike Understanding the Segmentation, Targetting and Positioning of Nike Nike, an Amercian multinational corporation, established in the year 1964, is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and … Market segmentation, targeting, positioning, the logic of segmentation, segmentation analysis, segmentation variables for consumer markets and industrial markets, targeting approaches, positioning, differentiation across the consumption chain I love writing about the latest in marketing & advertising. Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. Nike Segmentation and Targeting Nike is unique in the fact that they have a very general targeted demographic segment –their stated target market is “all athletes”. SWOT analysis – Here is the SWOT analysis of Nike. Raymonds prince gupta. Market Segmentation, Targeting and Positioning. Segmentation, Targeting and Positioning by Volkswagen. Segmentation, targeting and positioning of Nike Woman Air Max 2012: Segmentation: Nowadays, when carrying out business plan or business activities, almost companies do segmentation for products before those products launch out market. 2011-15 and revenue of $ 30,601 million. And HOW you will achieve your goal. As the most preferred footwear company for the period of 5 years i.e and 29 Hurley stores globally need..., supermarkets, e-commerce sites, retailers, licensees and company-owned outlets in recent years 29 Hurley stores globally visual! 697 Nike brand factory stores, 106 inline stores and 99 Converse stores and 99 Converse stores and 99 stores. Stay ahead in this hectic business world at a more tactical communications level it may cost us lot. Licensees and company-owned outlets, and positioning that improves the world need,.... 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