SEGMENTATION, TARGETING AND POSITIONING OF NIKE
Nike falls under niche marketing. They have a narrowly defined customer group seeking a distinctive mix of benefits. Their products are mainly aimed at both men and women looking for sports apparel. Nike promises their customers comfort, reliability, style and performance.
Nike sports shoes are priced high. But customers are willing to spend the extra money for the quality and service they receive.
Nike pays top athletes in many different sports to use their products and promote/advertise their technology and design. Nike is the official kit sponsor for the Indian cricket team for 5 years, from 2006 till end of 2010. Nike beat Adidas and Puma by bidding highest. Nike also sponsors some of the leading clubs in world football, such as
Manchester United, Arsenal, FC Barcelona, Inter Milan, Juventus, Shakhtar, Porto, Steaua, Red Star, Club América, Aston Villa, Celtic and PSV Eindhoven. Nike sponsors several of the world's top golf players, including Tiger Woods, Trevor Immelman and Paul Casey.
Nike target aspiring athletes in the age group of 15 -35. In the lifestyle and apparel market targets consumers who identify with sport as a way of life and are brand conscious.
Nike has divided its customers into the following way
Nike allows customers to design their own shoes from a catalogue of predefined designs.
Customers can choose their own colours and mascots to...