MY 2ND PRESENTATION !

1. NIKE
SEGMENTATION , TARGETING AND POSITIONING OF NIKE
Presented By
Sweta Leena Panda
Stutee Das
Shivani Arora

2. INDEX
 STP
 SEGMENTATION
 LINKING TO ACTION
 DEMOGRAPHIC
 BEHAVIORAL
 GEOGRAPHIC
 PSYCHOGRAPHIS
 TARGETING
 POSITIONING

4. SEGMENTATION
•Region
•Country
•Density
•Climate
•personality
•lifestyle
•value
•attitude
•openness to
purchase
•desired benefits
•brand loyalty
•usage rate
•information source
•age
•gender
•household
•education
•income
Demographi
c Behavioral
Psychograph
ic
Geographic

5. SEGMENTATION: LINKING NEEDS TO
ACTIONS
Identify Market
Needs
Features
Benefits
Cost
Quality
Convenience
Process of
segmenting and
targeting markets
Execute
Marketing
Program
Product
Price
Promotion
Place

6. 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

7. BEHAVIORAL
• Nike Free; Nike Shox; Air Max; Lunarlon
Technology Based-
• Cleats & Spikes; Court Sandals & Flip-Flops; Pegasus; Boots
Style Based –
• Basketball; Cricket; Football; Outdoor; Baseball; Tennis; Track & Field
Utility Based –

8. GEOGRAPHIC
USA UK India Malaysia

9. PSYCHOGRAPHIS
Nike's Mission Statement:
"To bring inspiration and innovation to every athlete* in the
world."
-Bill Bowerman

10. POSITIONING
Famous Positioning Strategies -Nike does it with, “Just do it.”
Strong positions can last many years. Nike has waved the just do it banner for over 20 years. They
continue to find new and amazing ways to say it repetitively without boring their audience. Their
position gives them permission to express something that is powerful. Just do it belongs to the
customer—people love that. To be able to just do it makes you want to jump hurdles or sprint a
marathon.

11. POSITIONING
Positioning: Target Market
 To bring inspiration and innovation to every
athlete* in the world.
 (*If you have a body, you are an athlete) Men,
women, and children
 Active people who enjoy high‐quality sporting
goods, especially footwear
Positioning: Frame of Reference
 Quality, Durability, Comfortable, Style, good
reputation, breakthrough design and technology
of products, packaging, sense of being
associated with the best, #1 brand
 Having a positive attitude when they
exercise/workout Consistent and timely
shipment of goods
 Nike is used by top athletes, teams

12. POSITIONING
Positioning: Point of difference
 Nike’s is known for their footwear: it has a whole
line up of footwear for almost every sport
 Nike as a brand commands high premiums and
is often more expensive than its competitors
Nike that make shoes better for everyone
 Nike offers a new style in every series
Positioning: Reasons to believe
 Mythological Name
 “Swoosh” Logo
 Powerful Slogan