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Segmenting Targeting positioning of Nike
Marketing – VB2K24.1 GROUP 3: Nguyễn Thị Hảo Nguyễn Thị Bích Hiền Trương Thị Kim Ngân Đỗ Ngọc Lan Vi Segmenting Targeting positioning of Nike
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Nike Mission Vision Value
“Bring Inspiration and Innovation to every athlete* in the world.” [*If you have a body, you are an athlete.] Vision “To remain the most authentic, connected, and distinctive brand.” Value Do the right thing Be on the offense always Serve athletes* Create the future of sport Win as a team
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SWOT S – STRENGTHS W - WEAKNESSES O - OPPORTUNITIES T - THREATS
Poor Labor Conditions in Foreign Countries Retail have a stronger hold Pending Debts Dependency on US Market Lawsuits and sexual harassment Lack of Diversification Strong brand awareness Amazing customer base in the entire world Associated with several non-profit causes Low Manufacturing costs Common over both retail & online business Associated with celebrated athletes SWOT Create products from recycled goods More expansion in global market Expansion into sport sunglasses & other fashion lines Reduce controversies associated with upper management The budget pressure due to the post epidemic economy Many brands offer the best quality products at a cheaper rate Maintaining brand’s reputation The presence of counterfeit products O - OPPORTUNITIES T - THREATS
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SEGMENTATION METHODS Demographics Geographic Psychographics Behaviour
Age: 11-59 Gender: man, woman, unisex products Generation: kid’s products Sports enthusiasts Middle/ upper middle-income groups Geographic Stores worldwide Launch different products in differences areas Psychographics Based on their mission statement Produce different types of products for buyers based on customer preferred Behaviour The “Athletic Feel” Utility, Styled, Technology
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Evaluate segment attractiveness
Identifiable Customers of Nike range from individual customers to companies. Customer from different age groups Middle/upper-middle or upper-income social groups
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Substantial
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Reachable Measurable Actionable
Target audience : people regularly do exercise and fashion trends as is modern-day clothing => reach out to customers via commercial video marketing or fashionista image, KOL post, sponsor for sports clubs Measurable As shown on Substantial point: estimated how much the Nike segment will spend on the products. The value of Nike brand in 2020 is USD39.1 billion according to Forbes report data Actionable Manufactured across 41 countries, with the help of 533 factories and 1.1million workers Over 1100 retail stores and outlets worldwide (2019), thousands of third-party resellers (or stores)
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Responsive The majority of the respondents 35.84% wear Nike products to participate in sports. The most liked Nike product is shoes (49.03%). Nike Air Max 9x - the most fancied Nike shoe model. Over 40% of the survey participants are satisfied with Nike products. Repetitive design (31.30%) is the reason why sometimes clients choose other brands over Nike. 29.40% purchase Nike products on various online shopping apps. Most respondents highly agree that Nike products are worth their price. Moreover, Nike’s excellent marketing strategy makes the brand a leader in its market (36.79%).
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Select the target market strategy
Differentiated marketing Specific messaging to specific segments of the market Unique marketing strategies make them more relevant to each segment
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target market strategy
Campaigns specifically for football fans These events will be more relevant and take into account the athletes, backgrounds, passions and aspirations of football fans target market strategy Launch campaigns to provide messaging to track and field enthusiasts with products and information specific to their running passion. Speak directly to desires, fears, challenges, and goals
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Nike also designs and sells products for other sport and recreational activities
American football, baseball, cricket, golf, lacrosse, skateboarding, tennis, volleyball, walking, wrestling and other outdoor activities…
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POSITIONING Physical Positioning
When it comes to NIKE, people will immediately think of the product: As a premium-brand, selling well-designed, highly advanced and expensive products Material: light and absorbent A large variety of choices ranging from sports equipment, athletic shoes, to clothes. POSITIONING
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Perceptual Positioning
The culture surrounding Nike has been largely impacted by sponsored athletes. Michael Jordan who has become the face of the Nike world and the inspiration for the Jordan sub-brand At same time Nike tries to lure customers with a marketing strategy centered on a brand image represented by a distinctive logo and the “Just do it”.
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Nike and success are closely tied as people from different generations have watched their favorite athletes wearing Nike shoes Tiger Woods Cristiano Ronaldo Kylian Mbappé In the Vietnamese market, NIKE has chosen Nguyen Phu Hoang (Hoang Ca) as its brand ambassador He is a professional basketball player and influential among young people at the time of 2017
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Thank you
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