SEGMENTATION,TARGETING AND POSITIONING OF

NIKE

Introduction
Nike is one of the world's leading suppliers of sports footwear and sporting goods
manufacturers. The company was originally founded by Phil Knight and Bill Bowerman in
1964. Whether it is shoes and sportswear for your daily workout, or you just want your
favourite athlete's signature shoe, you have come to Nike for these items. This kind of
response from customers reflects one of his marketing strategies targeting athletes and
young adults. 's mission is to nurture and expand human potential and impact customers in
diverse communities. Being a global brand, our products are easily accessible by setting up
physical stores around the world. This strategy and other marketing elements are detailed in
this article using Nike's market segmentation approach.

Market Segmentation of Nike

In the most direct sense, market segmentation refers to the process of dividing a company's
target market into achievable and accessible groups. Nike creates subsegments based on
needs, demographics, priorities, shared interests, behavioural and psychological criteria.
The process for defining segments varies from company to company.

For Nike, market segmentation includes four categories: geography, demographics,

psychology, and behaviour. For Nike's demographic segmentation, the company considered
the various age groups, genders, and financial status of its customers. Nike generally
categorizes its products by gender and age group between the ages of 15 and 55. The
company also divides its products into men's, women’s, and children's. Nike offers
promotions, discounts, or price discounts to save money on special occasions. The
company's special offers are sometimes offered on special occasions to encourage
customers to purchase our products. It is Nike's way of getting customers to buy items they
cannot buy before they sell.

Having brick-and-mortar stores in different regions of the world is part of Nike’s geographic
segmentation strategy. This part recognizes that different countries have different habits
and cultures. The company has launched a variety of products in different countries to meet
the needs of its customers. Nike runs several advertising campaigns in the US, Europe,
Australia, Asia, and Africa because sports vary by region and city. Most ads in the US are
about baseball and soccer, while ads in Europe are about soccer.

Nike is also coordinating campaigns in New Delhi, India to promote cricket and rugby gear
in the UK and Sydney. Nike's most important markets are North America, China, and
Western Europe, where the company is more segmented and focused on urban areas.
Nike's psychographic segmentation aims to enable customers to choose products that can
meet their needs and interests. This stage of Nike market segmentation allows Nike to know
each customer's preferences.

Finally, Nike's behavioural segmentation aims to provide value to its customers through
apparel, comfortable footwear, and essential sports equipment. Nike also creates a series of
product versions to suit each customer's preferences. Nike gives customers the opportunity
to feel like an athlete when using Nike products. It also helps attract customers by offering
quality and innovative products to choose from. More importantly, Nike allows target
markets to share experiences with family and friends, including online product reviews and
other social media channels. This, in turn, will have a significant impact on the buying
behaviour of buyers.

Targeting of Nike
This phase of your marketing strategy involves systematically selecting the segments that
will provide the most efficient and pragmatic approach to achieving your company's goals.
As you know, Nike has three categories of target audience, including men, women, and
children. Nike designs men's footwear for running, lifestyle, gym and training, football,
soccer, tennis, golf, cricket, baseball, basketball, skateboard, softball and track and field.
Nike is bringing yoga to its women's footwear line. On the other hand, the company is
gearing towards younger athletes in the child-grade class. In addition to offering high-quality
footwear, Nike offers a wide range of colours for its products because we believe that the
comfort and appearance of our products can bring satisfaction and pleasure to our
customers.

Positioning of Nike
Positioning is putting your brand on the market with other competitors. Nike strategically
positions its brand as a leader in sports gear that offers innovative, high-quality technology.
Nike's Swoosh logo, slogan "Just Do It," and promotions that connect with great
achievements of great athletes. His initiative convinced customers that Nike was a winning
and ambitious brand. Nike sets itself apart from the competition by speaking to athletes'
minds through meaningful and unique emotions. The company has also cemented its
position in fashion, where some of its products define the lifestyle of specific markets.
Nike has introduced a strong belief that its products are the best choice whenever
customers need to buy sporting goods.