BRAND MANAGEMENT

Market Segmentation
 Demographics

•Nike primarily targets consumers who are between 18-40 years of age.

•The goal is to equip teens under the age of 20 with athletic apparel , especially in sports like football and soccer.

•Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time.

•All socioeconomic classes are targeted as part of the segmentation of Nike’s demographics.

•Most marketing occurs in the United States for Nike, but this is to increase the market share of their athletic apparel
more than it is to advertise their footwear.

•No single customer accounted for more than 10% of Nike’s overallsales in the last year, proving that the company has a
very diversified market

.•North American sales for Nike are still 2.5x greater than the next closest market, which is Western Europe.
 Psychographics

• Nike utilizes psychographic segmentation to target customers based on lifestyle, personality, activities and interests.

• 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