Nike

Nike

Nike is a multinational organization based in the United States, Nike is engaged in development, design, manufacturing and marketing of its products in the global market. Nike is recognized for apparel, footwear, accessories, equipment and services. Nike as a brand has stood the test of time; it has made significant contributions in sports equipments, apparel and athletic shoes. Nike is a Greek name meaning a goddess of success, other brands associated with Nike are: Air Jordan, Nike Golf, subsidiaries connected to Hurley International, Nike Pro, Nike Skateboarding and Nike+ among others; this paper focus at the Nike’s market segmentation with respect to the target market. The paper also focuses at demographic, geographic, psychographic, positioning statement and behavioral characteristics of the brand.

Sportsmen and sportswomen are the most common consumers of the Nike’s products. Nike’s products are designed to support diverse sporting activities (Goldman & Papson, 2008). Sportsperson and athletes are aware of the importance of the brand and the contribution Nike has made in the sporting activities in the world. The majority of Sportsperson has high chances of going for Nike products and doing away with the competitor products like Reebok (Frisch, 2008).

Nike is keen on styling the products and services through close association of the apparel with triumph. An example, considering a superstar athlete, particular apparel is connected with the success of the athlete, if the apparel was shoes; then the shoes are directly related to the victory (Frisch, 2008). The relationship has a psychological effect on the part of the viewers, which results in promotion of the Nike’s products and services.

It has been noted that Nike targets the existing and potential users of the products and services; the model is designed to develop product intimacy (Hollister, 2008). Target market is after utility and quality and not necessarily on the costs involved. The costs are affordable to most consumers of the Nike’s products (Katz, 2005).

Pricing strategies are designed in a way to foster product closeness and understanding, Nike engages higher cost as compared to the rivals in the apparel industry. Nike engages pricing points considered to be superior in pushing for the value associated with the products. A number of customers follow the success associated with the company, which acts as a promotion strategy to the products made by Nike (Goldman & Papson, 2008).

Nike acquired a substantial market share through agreements between the Nike Company and the sports teams, product support, college athlete, sponsorship and endorsement of target team members who performed exemplarily. Nike through diverse marketing strategies has managed to acquire substantial target market shares, Nike mainly targets the Sportsperson and the teenagers with hip hop customs (Hollister, 2008). Nike has targeted strategies that focus on all sportspersons, immediate users and to the athletes. The targeting techniques are designed in a way that they include celebrity athletes, college sports and athletic teams that are performing exemplary at sporting; such people and strong teams facilitate product sponsorship (Goldman & Papson, 2008). The marketing strategy has been influential in reaching out to the established and upcoming Sportsperson and teams. Nike has an innovative culture that ensures that the products and services set a market differentiation in the target market (Katz, 2005).

Some of the influential Sportsperson engaged by Nike are; Roberto Carlos, Ronaldinho and Ronaldo who are soccer superstars. Others are; Lebron James and Jermaine O’Neal, superstars in the basketball legend. Tiger Woods and Lance Armstrong are also influential sportspersons in the Golf. Nike engages celebrities as a way of associating the brand with successes, a model that has earned Nike a brand loyalty (Goldman & Papson, 2008). Nike awareness has been facilitated by the self confessed Sportsperson who have made a career and a name in the sporting world. Celebrities are influential to the Nike products through the mass media outlets.

Distribution strategies of Nike are well connected in the global market, it has been noted that effective distribution networks results in more profits due to the increased sales of the Nike’s products; if the products are delivered in time and in the right format, there are high chances that the target market will be satisfied with the products, a model that foster brand loyalty (Hollister, 2008). Promotional and communication marketing strategy of Nike focus on quality products, which have built customer loyalty over the decades of operations (Frisch, 2008).

Nike’s market segmentation focuses on demographic, psychographic, behavioral, geographic and market positioning. Geographic segmentation focuses at different nations of the world; each nation is treated as unique with defined characteristics, examples of geographic segmentation focus on the United States market, United Kingdom market, and Indian market and on the Malaysian market among others (Katz, 2005). In the United States, Nike focuses on running, Nike+, women, football, soccer, sportswear, Nike 6.0, snowboarding, skateboarding and golf among others. In the United Kingdom, Nike focuses on running, Nike+, women, football, basketball, sportswear, Nike 6.0, golf, snowboarding and skateboarding among others. In India, Nike focuses on cricket, football, Nike+, running and sportswear among others and in Malaysia, Nike focuses on running, Nike+, basketball, football and sportswear (Hollister, 2008).

Demographic segmentation mainly focuses on males, females and on children. Male are mainly involved in running, football, baseball, basketball, Nike sportswear, lacrosse, track & field, tennis, golf, soccer, action sports, Jordan and outdoor among others. Women mainly concentrate on running, basketball, Nike sportswear, soccer, walking, softball, action sports, volleyball, tennis, tennis & filed and in golf among others. Children’s apparel focuses on youth games, preschool games and for the toddlers and infants (Goldman & Papson, 2008).

Psychographic segmentation focus on the values attached to the mission statement of Nike. Nike is committed in fostering innovation and inspiration to the global athletes. Psychographic also focus on personalities. Nike has developed strong slogans that have sold out to the target customers. Some of influential slogans are: ‘Just do it’, ‘Write the future’, ‘Everyone loses games, few change them’ and ‘We are all witnesses’ among others (Hollister, 2008). Behavioral segmentation focus on utility, style and technology; Nike connects its products with occasions and events, a model that has influenced the purchasing patterns of the target customers. Positioning statement of Nike in the target market has allowed customization, which has fostered individual marketing (Frisch, 2008).

Nike’s marketing strategy has been influenced by the brand image, which has been critical in Nike in the global market. Favorable products of Nike have been selling all over the world basing on the unique and distinct relations with the product slogans. Nike has been marketing its products aggressively in the target market over the decades. Nike’s marketing strategy has heavily invested in the product promotion and commercials. Nike has been adhering to the marketing plans, marketing principles and to the marketing strategies. A number of organizations in the world are emulating the Nike’s marketing strategy in increasing their market share in the target market.

 

References

Frisch, A. (2008). The Story of Nike. Sioux Falls, South Dakota : Creative Co (Sd) .

Goldman, R. & Papson, S. (2008). Nike Culture: The Sign of the Swoosh. Thousand Oaks, California: SAGE Publications Ltd.

Hollister, G. (2008). Out of Nowhere: The Inside Story of How Nike Marketed the Culture of Running. Aachen: Meyer & Meyer Fachverlag und Buchhandel GmbH.

Katz, D. (2005). Just Do It: The Nike Spirit in the Corporate World. New York: Adams Media Corporation.

 

 

 

 

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