MARKET SEGMENTATION OF AIR FORCE 1

SHADOW OF NIKE COMPANY

- Product:
Air force 1 shadow
- Introduction:
Nike is a company based in the United States of America. It
is a multinational company, which engages in design,
development and manufacturing, alongside worldwide
marketing and sale of products such as footwear, sports
equipment, apparel, services and accessories (Sutherland, 2012,
p6). The company is one of the major suppliers of athletic
footwear and apparel. The company has a vision of empowering
athletics in their sport endeavours without any limitation on
which person can participate (Knight, 2017, p5). A track athlete,
Phil Knight and Bill Bowerman, his coach, founded the
company under the name Blue Ribbon Sports. Ever since then,
the company has evolved in both name and size, into the major
corporation that supplies majority of sports gear around the
world. Nike has put in place many marketing strategies that
enable it to thrive on a global scale.

1. Demographic segmentation:
2. Demographic segmentation
is the most widely used
technique from Nike
3. because the characteristics
are easy to identify and
measured, are available
4. from many sources, such
as the government population
count and are
5. associated to sport attitudes
such as attending a game or
watching sports.
6. Based on the demographic
segmentation, Nike targets
individuals according
7. to their gender, age and life
cycle stage. First and most
important to be told is
8. that Nike targets customers
between 11-45 years old, with
greater weight to
9. teens in order to build long-
term loyal consumers.
10. Demographic segmentation
is the most widely used
technique from Nike
11. because the characteristics
are easy to identify and
measured, are available
12. from many sources, such
as the government population
count and are
13. associated to sport attitudes
such as attending a game or
watching sports.
14. Based on the demographic
segmentation, Nike targets
individuals according
15. to their gender, age and life
cycle stage. First and most
important to be told is
16. that Nike targets customers
between 11-45 years old, with
greater weight to
17. teens in order to build long-
term loyal consumers.
18. Demographic segmentation
is the most widely used
technique from Nike
19. because the characteristics
are easy to identify and
measured, are available
20. from many sources, such
as the government population
count and are
21. associated to sport attitudes
such as attending a game or
watching sports.
22. Based on the demographic
segmentation, Nike targets
individuals according
23. to their gender, age and life
cycle stage. First and most
important to be told is
24. that Nike targets customers
between 11-45 years old, with
greater weight to
25. teens in order to build long-
term loyal consumers.
 Demographic segmentation is the most widely used
technique from Nike because the characteristics are easy to
identify and measured, are available from many sources,
such as the government population count and are
associated to sport attitudes such as attending a game or
watching sports. Based on the demographic segmentation,
Nike targets individuals according to their gender, age and life
cycle stage. Nike targets customers between 11-45 years
old, with greater weight to teens in order to build long-term
loyal consumers. Furthermore, gender is another significant
factor that Nike uses to attract its audience. Despite the
fact that its male purchasing audience is higher, in this
season Nike will invest heavily in females.

2. Geographic segmentation:

Geographic is simple, yet powerful segmentation basis.

Nike segments market based on world and country region,
city and popularity density in different way. In particular,
Nike promotes different campaigns in the United States
of America, in Europe, in Asia, in Australia as well as
in Africa because sports differentiate by region, even
cities. For instance, all the commercials in the United
States are around football and baseball, while in
Europe, advertisements refer to soccer. Concerning cities
segmentation and their fans in New Delhi, the capital
of India, Nike promotes equipment for cricket while in
England and Sidney for rugby. Based on Nike’s statistics,
 largest market places are North America as well as
Western Europe and China where the company segments
more the market focusing on urban areas with purchase
densities.

3. Behavioural segmentation:

On the one hand, Nike focuses on the way its products

make consumers feel. Clearly, the company follows the
direction “If you have a body you are an athlete” and “If you
are an athlete, Nike’s products make you feel athletic”. On the
other hand, Nike builds customers’ engagement by providing
them unique quality as well as various and innovative products
to choose in order them to purchase more frequently
company’s products. Furthermore, Nike gives its consumers
the opportunity to share their experiences with their friends and
family including the review products on the internet, which
spread to social networks having a huge effect to purchasing
behavior of the customer

4. Psychographic segmentation:

Nike utilizes psychographic

segmentation to target customers
based on
lifestyle, personality, activities
and interests. Specifically, Nike
aims to active
individuals who take pleasure in
sports, gym regularly, are
athletes and
passionate with sports, which tend
to be part of their life. Nike does
something
exceptional. Associates
individuals’ lifestyle with their
activities, interests and
behavior creating the unique
“feeling” and as a result they
buy similar
products. Nike applies sports-
centric strategy motivating,
inspiring and
connecting emotionally all athletes
with its products. Nike’s statement
“To bring
inspiration and innovation to every
athlete in the world” not to
mention “Run
with me” encourages all kind of
athletes to follow with loyalty the
firm with the
sense that they belong to the same
family.
Apart from the sports consumers,
Nike approaches a crowd that
loves fashion.
There are categories of people who
are passionate about the brands and
buy
company’s products just to
follow fashion trends. These
individuals are
convinced that Nike’s products are
not ordinary athletic shoes but a
fashion
lifestyle
Nike utilizes psychographic segmentation to target
customers based on lifestyle, personality, activities and
interests. Specifically, Nike aims to active individuals who
take pleasure in sports, gym regularly, are athletes and
passionate with sports, which tend to be part of their life. Nike
does something exceptional. Associates individuals’ lifestyle
with their activities, interests and behavior creating the
unique “feeling” and as a result they buy similar products.
Nike applies sports-centric strategy motivating, inspiring and
connecting emotionally all athletes with its products. Nike’s
statement “To bring inspiration and innovation to every athlete
in the world” not to mention “Run with me” encourages all kind
of athletes to follow with loyalty the firm with the sense that
they belong to the same family. Apart from the sports
consumers, Nike approaches a crowd that loves fashion. There
are categories of people who are passionate about the brands and
buy company’s products just to follow fashion trends. These
individuals are convinced that Nike’s products are not ordinary
athletic shoes but a fashion lifestyle