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NIKE SEGMENTATION , TARGETING AND POSITIONING OF NIKE
Presented BySweta Leena Panda
Stutee Das Shivani Arora
INDEX STP
SEGMENTATION
LINKING TO ACTION
DEMOGRAPHIC
BEHAVIORAL
GEOGRAPHIC
PSYCHOGRAPHIS
TARGETING
POSITIONING
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
Demographic Behavioral
PsychographicGeographic
SEGMENTATION: LINKING NEEDS TO ACTIONS
Identify Market Needs
FeaturesBenefitsCostQualityConvenience
Process of segmenting and
targeting markets
Execute Marketing Program
ProductPricePromotionPlace
DEMOGRAPHICMale
• 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
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 –
PSYCHOGRAPHIS
Nike's Mission Statement:
"To bring inspiration and innovation to every athlete* in the world."
-Bill Bowerman
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.
POSITIONINGPositioning: 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
POSITIONINGPositioning: 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