Market segmentation is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. Markets can be divided depending on a number of wide –ranging criteria. They are: geographic (region, county, climate etc.), demographic (age, gender, family size, religion) psychographic (personality, life style, attitude etc.) behavioral (benefit sought, brand loyalty, decision making until etc.) According to Philip Kotler, “Market Segmentation is the subdividing of market into homogeneous sub-set of customers, where any subset may conceivably be selected as market target to be reached with distinct Marketing Mix. One of the brands that will be is Nike. In terms of marketing it’s really unique. Its products designed for men, women, and children of all ages. Nike does not sell only athletic shoes, but huge number of sporting goods. It cooperates with independent distributors, has contracts with 110 countries all over the world, also with Internet companies and hi-tech such as Apple computers. According to demographic segmentation, Nike’s target market shoes are persons between 18 and 35 years old. Generally Nike produces products for all markets, which grew up enough to be profitable. With development of children and women sports, new products were eventually developed. Nike gives out one new shoes style almost everyday. But there is an issue – company faces to decreasing brand-loyalty. Most people start preferring to buy cheaper shoe and clothing brands. For these reasons its marketing campaign are now making emphasis on the point that a shoe of a higher quality with a good brand name worth money spent still a cheaper shoe are poorer quality and will be wore out more quickly. Another world’s largest major sport clothing producer is Adidas Group, which has legacy of producing some of the highest quality original sport...
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