NIKE

MARKET
SEGMENTATION
POWERED BY:
SABIH UDDIN

WHATs MARKET SEGMENTATION

Discover the needs and wants of groups of
consumers to develop specialized products to
satisfy group needs
Used to identify the most appropriate media
for advertising

MARKET SEGMENTATION
Geographic

Family life stages

Demographic

Use-Related

Psychological

Use-Situation

Psychographic

Benefit Sought

Socio-cultural

Hybrid

NIKEINTRODUCTION

Nike, originally known as Blue Ribbon Sports

(BRS), was founded by University of Oregon
track athlete Philip Knight and his coach Bill
Bowerman in January 1964.

NIKE-GEOGRAPHIC
SEGMENTATION
The theory behind this strategy is that people live in the same area share
some similar needs and wants and that the needs and wants differ from
those of people living in other areas.
Region
City
Countries
Climate

NIKE-DEMOGRAPHIC
SEGMENTATION
Demographic characteristics, such as age, gender etc. are most
often used as the basis for market segmentation.it also helps us
in locating the target market.

NIKE-PSYCHOLOGICAL
SEGMENTATION
It refer to the inner or intrinsic
qualities of the individual
consumers .Consumer
segmentation strategies are often
based on specific psychological
variables.
Motivation
Personality
Perception
Attitude

CELEBRITY ENDORSEMENT
A type of branding or advertising in which
acelebritybecomes a brand ambassador and
uses his or her status in society to promote
orendorsea product, service or charity

NIKE-CUSTOMIZATION
Customizationrefers in the context of
internationalmarketingto a country-tailored product
strategy which focuses on cross-border differences in the
needs and wants of target customers, appropriately
changing products in order for them to match
localmarketconditions

THANK
YOU