Nike has the positive brand image, company has well recognition. Brand positioning in the target market for nike marketing essay read this full essay for free. Nike has plans to grow the business even larger by focusing on a. Nike is the world leader in the manufacturing of sportswear and gear with more than 47 market shares across the global nike. Nikes segmentation targeting positioning marketing strategy.
Marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. The following commercial targets the notion of challenge and competing. Huge assortment of examples to help you write an essay. Sep 10, 2018 nike shoes on display at a shoe store.
With respect to this the report contains comprehensive marketing plan components including company analysis nike s current and future status, situation or market analysis and competitors analysis. The target markets of the nike include athletes of every age. Nike has been a leader in the highperformance athleticshoe market and has become one of the worlds great brand names. This concludes the marketing strategy of adidas, adidas target market and adidas competitive advantage. It also has a range of classic nike shoes which are available all the time. Australia footwear market size, share, analysis, report, 2015. Market segmentation of the nike company demographic segmentation demography segmentation they include age, race, family income, and education level, among others. It includes casual apparel and footwear products, which. And if there is any threat to nike at all, its adidas, which is second in market share.
Target market a market is a set of all actual and potential buyers a target market is a group of people toward whom a firm markets its goods, services, or ideas with a strategy designed to satisfy their specific needs and preferences. Superior marketing capabilities nike has excellent marketing campaigns. Not only does it own 48% of the american athletic footwear market, but its share of the basketball footwear market is at a staggering 96%. This honors thesis is brought to you for free and open access by the honors college. And the athletes helped nike design and market the products and brand that.
Market segmentation, market target and market positioning of nike company. Gain maximum exposure to target audience through mass media advertising, the. Dec 01, 2018 results of nike s new customer experience distribution strategy in place for over a year in a study by euromonitor. Constant innovation has been the byword for nike s success. Nike shares rise as retailer is seen taking market share from adidas, foot locker. Dec 08, 2014 segmentation and target market paper nike introduction. This case study analyses the everevolving marketing strategies adopted by nike to become a. The ad depicts real women and not the glamorous superstars that are usually found in a nike ad. The retail domestic players in the market comprises of rebel sports, amart all sports, target, kmart, big w, rivers, myer, david jones, and betts. Over the years of this evolution the target market for the company has kept on evolving. Nike is a major publicly traded sportswear, footwear and equipment supplier based in the us which was founded in 1962 originally know as blue ribbon sports. Target market nikes target market would be a years of age that. Nike also provides packaging with collaboration with other brands.
Nike has been known to use ambush marketing strategy for a long time now. Shop target for clothing deals at prices youll love. Aug 10, 2015 no single customer accounted for more than 10% of nikes overall sales in the last year, proving that the company has a very diversified market. However, this does not mean nike does not use market segmenting to more precisely define various market segments. The company went hightech with its push into digital sports.
Nikes brilliant marketing strategy 9 steps to just do it. Principles of marketing professor david kalicharan august 08, 2011 market analysis of nike one important issue marketers need to realize is that it is essential to have a heavy commitment and solid customer focus and to attempt to satisfy customer wants and needs. Sample response nike segmentation and targeting nike is unique in the fact that they have a very general targeted demographic segment their stated target market is all athletes. Market segmentation of the nike company 3635 words. Nike targets households and teens that have a particular desire to. Surf clothing and sportswear business plan sample market. Nike has evolved a lot over the years, from a usbased footwear distributor to a global manufacturer and marketer of athletic footwear, apparel and equipment. Targeting and positioning of nike air max marketing essay read this full essay for free. Segmentation and target market paper nike introduction. Companies like nike are much focused on their efforts to meet the distinct needs of individual market segments.
Marketing at nike the purpose of nike is to meet actual and potential customer needs, doing this the ethical and legal way. Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. In the us, economic growth rates have tapered down, and the trade war could affect its. Katz, 72 the jordan empire the market nike in which they wanted to target jordan towards now was the athlete of any age.
Analysis of marketing plan of nike and michael jordan. With this being said nikes products appeal to all ages, and this allows them to have immense market share throughout the globe. Nike has a highend consumer market with high disposable income asking for better service and satisfaction as their target market. Marketing strategy of nike nike marketing strategy. Nike s target audience are for people who regularly exercise and for those who will wear for fashion trend as it goes well with the modernday clothing. This is extremely because of the usefulness that goes along with the items. In a recent business overview, nike lists serving athletes as one of its key goals for innovation. The brand has successfully utilized social media and marketing campaigns to target. The adidas ultra boost aka the worlds best running shoe duration.
Nke price target and analyst ratings nike marketbeat. Nike is unique in the fact that they have a very general targeted demographic segment. The company is the biggest player in the athletic apparel market. While this could mean an increased challenge for both nike and under armour, adidas still has a long way to go to achieve its mission. Manufacturing of high class vehicles with 5 to 7 series for supreme customers is clearly the marketing. Our category teams are completely focused on their target consumers. Bmw focuses on the marketing strategy which is based on the customers that value quality and luxury and that is the reason bmw targets premium market segments worldwide. Target market target market is a process where the company evaluates all the market segments and then chooses one or more segments which the company thinks is profitable, and then it enters that market segment. Target market both males and females in between the ages of 18 and 30, who belong in the middle or upper class, and who participate in either an active and athletic lifestyle, or a casual lifestyle, as well as returning customers with a high brand loyalty. Any marketing strategy must include a detailed specific description of this.
With respect to this the report contains comprehensive marketing plan components including company analysis nikes current and future status, situation or market analysis and competitors analysis. Mar 09, 2017 nike takes the analogy to a level far more relatable. Kaepernick has not played for a team since he left the 49ers in 2016 and became a free agent. Brand positioning in the target market for nike marketing essay. Nike is shifting sales to directtoconsumer channels as well as realigning its. However, the industry has been stagnant for years, and nike, along with its com petitors, is looking for new growth opportunities and areas where the company can gain market share and attract firsttime customers. How nikes marketing strategies helped it become a global. These companies together hold the large share of the market. Maybe you will lose, but if you do it many times, you will win eventually. The mission of the company is to bring inspiration and innovation to every athlete in the.
Nike is going after 3 kinds of customers business insider. For nike, their targeted customers are athletes and mostly young adults. Nike s target segment needs are durable shoes that are designed with athletes needs in mind. This is not an example of the work written by professional essay writers. Market segmentation sportsmen are the majority consumers of nike s products.
Results of nike s new customer experience distribution strategy in place for over a year in a study by euromonitor. Targeting and positioning of nike air max marketing essay. Nike marketing research by kathleen mcentire issuu. Within the larger surfing and activewear market is our target market, customers of specialty stores. The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. Nikes target market is largely consumers ages 1545. Nikes new consumer experience distribution strategy hits. Marketing choices are crucial components of a strategic marketing process. Mar 06, 2018 marketing strategy of nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. With nike s celebrity endorsements such as tiger woods and lebron james representing this group. Market segmentation, market target and market positioning of.
Pdf this report is all about to show a marketing plan for nikes products. Nike targets women marketing communications zabanga. Apr 20, 20 target audience nikes target audience is 2040 year olds who utilize their products as multipurpose for fitness and fashion. Nike s target market is largely consumers ages 1545. The just do it campaign helped nike to increase its market share. Nike digital marketing plan nike marketing analysis.
Nike shares rise as retailer is seen taking market share. Not only does the data indicate nike will see a high rate of returning customers, but its set to rake in. Nike primarily targets consumers who are between 1840 years of age. Huge customer base nike has millions of customer from around the world who loyally follow nikes trends, participate in nike events, and even provide customer feedback. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market. Nike changes its target market from teenagers to younger consumers due to intense. The marketing strategy of nike invests a lot in commercials and product promotion. Nike has focused its marketing efforts on the digital space in recent years. Nikes manufacturing map is a tool to learn about the independent factories contracted to make nike, hurley and converse products including the names and location of each factory, the types of product made, the factories that supply our collegiate product and demographic statistics about the workers at each factory. Thus they have high margins but this can be justifiable due to its advertising and research costs. Get an answer for what is the projected target market of nike. Marketlines industry statistics database consolidates all the data from industry data files into a single web based interface, enabling quick and easy comparative analysis and visualization of market values, volumes, segmentation and forecasts for over 120 industry sectors and 50 countries. Adidas marketing strategies nmhu spring 2016 professor anderson mktg 302. Market segmentation, market target and market positioning.
However, if the first marketing choice is market segmentation, how does nike group consumers based on common. Pricing, promotions and availability may vary by location and at target. The main nike brand is most targeted towards athletes, selling related. Apr 22, 2015 nike recognized that women were a big target market for them and i think this ad hits that spot. Its safe to say nike s at the top of its game right now. This report is all about to show a marketing plan for nikes products. The brands product line looks at the premium target market. Nike have strong product portfolio as being present in various interrelated business segments is helping the company in retaining its customers and provide a bundled products to them. And whoever likes sport, whoever likes challenge is a target market for nike. What sort of marketing strategy has nike used to achieve and maintain this level of market dominance sure, the highprofile celebrity endorsements probably play a role, but for the most part. Exclusive report 50 pages on marketing strategy of nike can be downloaded here. Social media cookies offer the possibility to connect you to your social networks and share content from our website through social media. Oct 14, 2015 nike news your source for the latest nike, inc. The main nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes.
According to the companys business overview, nike brands each have distinct target audiences. The key vendors operating in the industry comprises of nike, inc. Nike company operates 106 cole haan stores, 51 converse factory stores, and 18 hurley stores in the us distribution channels nike s current brand marketing strategy is to sell their. Nikes new consumer experience distribution strategy hits the. Results of nikes new customer experience distribution strategy in place. Thus their pricing strategy is to provide value at high cost with maximum profitability.
Their target market is women, men, and kids because nike believes if you have a body, you are an athlete. In fact, its remarkable how well the brand has adapted its approach to new trends and technologies without losing the core of their identity or brand voice. Nike nke faces some challenges in its target markets. Nike has become a household name throughout the world as its brand has increased in popularity and scope. Advertising cookies of third parties collect information to help better tailor advertising to your interests, both within and beyond nike websites.
When taking a workout class or running a half marathon voices of self doubt will and usually are heard. Nike have classified their target customers mainly into three product groups, men products, women products and kids products. The increase in the number of independent specialty stores in the united states and internationally provides an opportunity to introduce a new, fresh clothing line. Brand positioning in the target market for nike marketing. Strategic marketing plan of nike by hina brohi, rabel. It includes casual apparel and footwear products, which are sporty but not necessarily. The american manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. Target market nike s target market would be a consumer 1835 years of age that is physically active. Market segmentation, market target and market positioning of nike. Each nike ad is designed to inspireto tell us that we can do anything, if we just try.
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