This document discusses segmentation and targeting strategies used by Nike. It outlines Nike's segmentation based on geography, demographics, psychographics, and behavior. Geographically, Nike targets markets in the USA, UK, India, and Malaysia. Demographically, it segments customers by gender and age. Psychographically, it focuses on sports-centric and inspiring values aligned with its mission statement. Behaviorally, it analyzes purchase occasions. The document also lists Nike's subsidiaries like Cole Haan, Hurley, Umbro, and Converse that allow it to target various lifestyle and athletic segments selectively while specializing within each brand.

1. Arveen Shaheel
B 050
Segmentation & Targeting

2. Segmentation
Geographic
Demographic
Psychographic
Behavioral

3. Geographic

4. Geographic
USA
UK
India
Malaysia

5. Demographic
Male
• Running
• Training
• Basketball
• Nike Sportswear
• Soccer
• Action Sports
• Football
• Golf
• Jordan
• Lacrosse
• Outdoor
• Baseball
• Tennis
• Track & Field
Female
• Running
• Training
• Basketball
• Nike Sportswear
• Walking
• Soccer
• Action Sports
• Golf
• Outdoor
• Softball
• Tennis
• Track & Field
• Volleyball
Kids
• Youth
• Pre School
• Infant/Toddler

6. Psychographic
Nike's Mission Statement:
"To bring inspiration and innovation to
every athlete* in the world."
-Bill Bowerman
*If you have a body you are an athlete.
Values

7. Psychographic Personality
Sports-Centric
v/s
Product Centric
Inspiring/Motivational/Emotional
connect
v/s
Utility/Value offering

8. Benefits offering range from,
• Utility Based –
Basketball; Cricket; Football; Outdoor; Baseball; Tennis; Track & Field
• Style Based –
Cleats & Spikes; Court Sandals & Flip-Flops; Pegasus; Boots
• Technology Based –
Nike Free; Nike Shox; Air Max; Lunarlon
Complete Customer Delivery
Behavioral Benefits

9. Behavioral
Purchase
Occasions

10. NIKEiD
Allows customers to personalize and design their own Nike merchandise.
Online services as well as physical NIKEiD studios in different countries around
the world
Individual Marketing - Customerization

11. Array of Products
catering to a specific
Market of –
High-Income +
Fitness-Centric +
Sports Enthusiast
Market Targeting - Nike

12. Cole Haan
Global lifestyle
brand that defines
American
style, beauty, and
luxury
Hurley International
Clothing company
located in Costa
Mesa, California.
The company puts
emphasis on
skateboarding, surfin
g, music, and fun.
Umbro
English sportswear
and football
equipment supplier.
Umbro designs,
sources, and
markets sport-
related apparel,
footwear, and
equipment.
Converse
American shoe
company that
has been making
shoes, lifestyle
fashion and
athletic apparel.

13. Market Targeting – Nike & Its
Subsidiaries
Selective specialization
Targeting many segments
which may have little
synergy with other
among themselves.