For a company like nike to achieve this goal, it must first identify its target market. Nike marketing research by kathleen mcentire issuu. Nike changes its target market from teenagers to younger consumers due to intense competition with adidas and reebok and also to expand its target market. While this could mean an increased challenge for both nike and under armour, adidas still has a long way to go to achieve its mission. In this paper team a will identify the segmentation criteria that will affect the market selection for the stress force and identify the stress force target market. As the jordan market became even larger, nike was able to significantly increase its prices and reduce the quantities manufactured in the early 2000s. No matter who you are, if you think you can challenge someone, then you can do it.
Market segmentation sportsmen are the majority consumers of nike s products. Nike is one of the pioneers in marketing and has one of the strongest marketing mix. An effective distribution strategy would be key for nike. Nikes new consumer experience distribution strategy hits.
In a recent business overview, nike lists serving athletes as one of its key goals for innovation. 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. Nike also held the largest with a market share of 2. The company went hightech with its push into digital sports. Discussion questions 10 briefly summarize the contents of a marketing plan. Sample response 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.
The main nike brand is most targeted towards athletes, selling related products such as. How nikes marketing strategies helped it become a global. Market segmentation, market target and market positioning. Maybe you will lose, but if you do it many times, you will win eventually. This presentation will give you an insight of how nike changed the marketing scenario of the sports equipment industry. The sporty, active young people are the main target of the commercial. Nike s just do it advertising campaign according to nike company lore, one of the most famous and easily. The american manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. For our case study we have concentrated on the traditional 4ps marketing mix. As of 2018, nike was the most valuable global apparel brand, with a brand value of 28 billion u. It consists of rockers and rappers, artists and thinkers, entrepreneurs, athletes and other individuals and not just professionals, but regular people, too. With your download, get the 31 best papers relevant to this one, including 20 top related papers.
The marketing strategy of nike invests a lot in commercials and product promotion. Nike has the positive brand image, company has well recognition. What distinguishes nike from other shoe brands is that it taps into the power of influencer marketing the smart way. Nike s target audience are for people who regularly exercise and for those who will wear for fashion trend as it goes well with the modernday clothing. Nike digital marketing plan nike marketing analysis. Marketing strategy of nike nike marketing strategy. As the marketing landscape has changed since the 70s, so has the nike marketing strategy. Nike is unique in the fact that they have a very general targeted demographic segment. Nike wanted to expand its operation to target every american, regardless of age. Constant innovation has been the byword for nike s success. However, this does not mean nike does not use market segmenting to more precisely define various market segments. The nike 4ps elements as shown in the architectural diagram, distinguishes it from its rival competitors. Nike is shifting sales to directtoconsumer channels as well as realigning its. Nike have classified their target customers mainly into three product groups, men products, women products and kids products.
Thus in a way the primary target market for the company are athletes. The brand has successfully utilized social media and marketing campaigns to target. The mission of the company is to bring inspiration and innovation to every athlete in the. 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 services. The target markets of the nike include athletes of every age. The mission statement of nike is to produce distinct and unique products. Market segmentation of the nike company 3635 words. Nike is the worlds largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment. Pegasus writes about its target market and demographics in. Marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Its product is considered to be highly effective and comfortable to the athletes. Nike swot 2020 swot analysis of nike business strategy hub.
No single customer accounted for more than 10% of nike s overall sales in the last year, proving that the company has a very diversified market. The best way to define the target market is through segmentation. Strategic marketing plan of nike by hina brohi, rabel. Target market a market is a set of all actual and potential buyers a target market is a group of people toward whom a firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs. Target markets of adidas, nike and puma the social grabber. Its products is basically designed for sporting events. With respect to this the report contains comprehensive marketing plan components including company analysis nike s current and future status, situation or market analysis and competitors analysis. Nike s primary target audience for its products is athletes. According to the companys business overview, nike brands each have distinct target audiences.
This resulted in jordans being labeled as a luxury good. Nike s target market is largely consumers ages 1545. Nike company operates 106 cole haan stores, 51 converse factory stores, and 18 hurley stores in the us distribution channels nike s current brand marketing strategy is to sell their. This is extremely because of the usefulness that goes along with the items. Nike has focused its marketing efforts on the digital space in recent years. Nikes segmentation targeting positioning marketing strategy. Although sales to wholesalers accounted for about 68% of nike s global revenues in fiscal.
Results of nike s new customer experience distribution strategy in place for over a year in a study by euromonitor. A executive summary b implementation c situation analysis d strategy e tactics task 2. The nike s effective marketing mix program supports the brand positioning in the target market. Keeping this in mind i have selected a new athlete shoe as my product. Segmentation and target market paper nike introduction. This concludes the marketing strategy of adidas, adidas target market and adidas competitive advantage. Case study on nike s marketing strategy nike is the top athletic apparel and footwear manufacturer in the world. Mba 61 marketing panagiotopoulou vasiliki vasiliki. This case study analyses the everevolving marketing strategies adopted by nike to become a. Superior marketing capabilities nike has excellent marketing campaigns. Exclusive report 50 pages on marketing strategy of nike can be downloaded here. Air jordan communication and marketing strategy air jordan is a shoe and apparel brand created by basketball legend michael jordan in the year 1985.