Target Market of Nike

1. Prepared by
Adithya R Nair

2.  Nike is an American multinational corporation. It is world’s
leading sports footwear and apparel company.
 The company is headquartered near Beaverton, Oregon,
U.S and was founded in 1964 by Bill Bowerman and Phil
Knight.
 Nike is mostly targeted at professional athletes.
 Young athletes are also a big part of Nike’s sales strategies,
especially in categories such as soccer, basketball, and
running.
NIKE

3.  Women are also an important part of Nike’s target
market. In 2019, the Women’s Training segment grew
faster than the Men’s Training segment

4. TARGET MARKET
 North America, china, Europe, middle east and Africa are the
key target market of Nike.
 Nike primarily targets consumers who are between the
ages of 15-40.
 The company caters to both men and women athletes
equally, and is placing an increasing focus on tweens and
teens to build long term brand loyalty.
 North America is Nike’s largest segment , accounting for
40.3% of total revenues in Q1 of fiscal 2020, down from
41.7% in Q1 of fiscal 2019.

5.  The segments growth has stalled over the last few years.
However it is one of the company’s more profitable
segments, with an EBIT margin of 25.6% in the first quarter
of fiscal 2020.
 A higher revenue share makes North America one of the
Nike’s key target markets.
 Nike’s north American segment grew at a compound
average growth rate of 1.5% from fiscal 2017 to fiscal
2019.
 Nike’s revenue share from America has fallen over the last
five years as its international sales have increased.

6.  China is another key target markets of Nike in terms of
growth.
 It accounted for 15.8% of Nike’s total revenues in Q1 of
fiscal 2020. Five years ago, Greater China’s contribution
to Nike’s revenue was in the single digits.
 The region’s percentage contribution to Nike’s top line has
increased for two reasons. Firstly. Nike’s sales in the region
have increased sharply.
 China is a key target market for several luxury brands. A
growing middle class ha made China an attractive target
market for foreign brands.

7. Demographic
 Nike has segmented an age and gender group that is it has
such products that serve male and female that has age
range of 15-55.
Psychographic
 Nike has this segmentation to answer that why consumers
need its products and what the consumers have interest
and purchasing habits. So regarding this, Nike segmentation
includes:
 Sports or athletic oriented
 Active lifestyle
MARKET SEGMENTATION

8. Geographic
 On the basis of geographic, Nike has segmentation to serve
its target customers all over the world.
 It has major markets in USA, Asia, Europe, Africa but it has
continuous objective to cater markets in other countries as
well like North-America, China, Japan and Middle East.

9.  Nike has positioned in the mind of its target customers as a
leader in sports goods. It has made such products that satisfy
its niche market with all products related to sports.
 Its slogan ‘Just do it’ has made an appeal to target customers
to buy the product with sense of inspiration and confidence
and which has made it major competitor in athlete industry.
 Its positioning statement is
‘For every serious athlete Nike provides perfect shoe or sports
products that gives confidence for every sport activity’
MARKET POSITIONING

10. THANK YOU