An in-depth power point presentation on the global sports giant NIKE on how to segment their target population and market the products

1. Title: SEGMENTATION, TARGETING AND POSITIONING
STRATEGY OF NIKE & BYING DECISION ANALYSIS

2. Introduction
Marketing choices are
crucial components of a
strategic marketing
process.
Planning, decisions are
made in order to indicate
the direction of the
marketing mix
Marketing choices group
consumers together
based on common needs
Ultimate goal to affect the
buying decisions of the
target customers for these
products, which stands for
segmenting, targeting
and positioning strategy.
STP is a marketing
signification that
associates the way to
evaluate and choose a
target market for specific
product or service.

3. Segmentation, Targeting
and Positioning
TARGETING UNIQUE
NEEDS OF CUSTOMERS
FOCUS ON TEENAGE
GROUP

4. Types of Segmentation
Demographic:
Age
Gender
Ethnic Background
Family life cycle
Geographic:
World region
Country
Country region
City
Physical climate
Psychographic:
Lifestyle
Personality
Activities
Interests
Opinions
Socioeconomic:
Income
Education
Occupation
Behavioural:
Frequency of
purchase
Loyalty of
consumers

5. Demographic
 Sources for segmentation based on demographics: Government count, number of
people attending a game or watching sports.
 Nike targets customers between 11-45 years old, with greater weight to teens in
order to build long-term loyal consumers.
 In 2014 before the world cup, Nike created a promotional campaign that glorified
great football athletes playing football with teenagers inspiring them to become
like their idols.
 Gender is another significant factor that Nike uses to attract its audience.
 Nike does not segment the marketplace based on ethnic background including
nationality, race and religion in order to group the consumers.

6. Demographic Distribution
3%6%
39%
52%
Age
Children 1-5y Tweens 5-10y Teens 11-18y Adults 18-45y
Female
Male
Gender
Female Male

7. Positioning
• Swoosh logo and the “Just Do It” tagline
• Portraying real athletes and
victorious moments in ads
• Nike fashion

8. Why NIKE ?
Psychological Factor
Emotion
Inclusion

9. Social Factors
Celebrity Brand Ambassadors
Limited Edition Products

10. Cultural Factors

11. Personal Factors
AGE
OCCUPATION
AVAILABILITY
QUALITY

12. Worlds No.1 Sports
brand
Innovation in sports
through R&D