1. 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

2. 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

3. 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

4. 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

5. 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

6. Substantial

7. 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)

8. 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%).

9. 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

10. 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

11. 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…

12. 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

13. 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”.

14. 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

15. Thank you