Nike targets consumers between the ages of 15-40. Nike’s primary target audience is between the ages 15-40. They cater equally to men and women athletes. Nike also focuses more on tweens, teenagers, and young adults to develop brand loyalty. Nike targets this market by creating advertising campaigns that feature young adults who aspire to be just like their idols. Nike, during the World Cup of 2014, produced a promotional video that featured sponsored soccer players and other teenage soccer player. Nike released several women’s products to increase the segment’s growth. Nike is focusing 20% of its revenues on products targeted at women. But this will grow in the future. Nike does NOT target clients by race, ethnicity religion or social grandeur. Nike uses geography to segment countries, regions, towns, and cities. Nike’s focus in the US is on American Football and baseball. Nike uses athletes from these sports to promote and advertise their products. Sports tend to vary by region so it’s unlikely that you will see American Football or Baseball commercials in Europe. Nike would use soccer stars in their commercials to promote its products. In India, it is more likely that you will see rugby or England’s cricket.
Nike’s biggest markets are North America, with western Europe and China as a close second. Nike’s marketing efforts in these geographies are focused largely on cities with a high population density. Nike’s genius lies in its ability to target based on this particular characteristic. Nike is known to praise certain product features, but the company’s main focus is on what their products do for customers. As an athlete, you have a higher expectation of what the company’s products can do for you. Nike products will make you athletic. Nike aims to create consumer loyalty with the use of behavioural segments. Customers who are loyal to one agency will increase their sales. It is vital to maintain and gain customer loyalty in a competitive market like Nike’s. This is where the enterprise excels. Nike uses psychographics segmentation, which allows it to target customers with certain lifestyles or personalities. Nike’s ads are designed to create an “experience” that goes beyond the product. Nike develops not only a mindset, but a way of life. Nike events such as Nike: run with my, sports improvement workshops, social media competitions and athlete and non-athletic endorsers create a lasting network.
Nike uses a variety of techniques to reach out to their athletes, customers and other sportsmen. These targeted strategies are centered on product sponsorships via well-known professional athletes, university teams and celebrity athletes. Nike+ offers runners the ability to upload their data and view their history on maps. Users can also send them to their friends, post upcoming event information, and receive tips. Nike gives their customers an incentive to return to their site every day to interact with Nike and their friends. Nike also receives useful information on how their customers are using its products. Nike gets a better understanding of the needs and wants of their customers through a two way conversation. This shows that Nike is not only listening, but they are also responding. Nike also collects customer feedback to create new products which meet the needs of its customers.
Nike uses a variety of techniques to target their customers on-site, athletes, and sportsmen. Nike’s marketing strategy is a big hit because it can reach a lot of athletes. The learner will buy Nike’s synthetic music shoes if the sports crew manager recommends them. Nike uses styling to promote its product. This is done by the employer associating victory with apparel. While a celebrity endorses a particular emblem of sports activities sneakers, the footwear may be linked with success. This has a mental impact on the audience and is reinforced by promotional materials that confirm this. Nike focuses on customers who can build product intimacy and are more interested in the utility of products than price. This will allow for a wide range of clients to be accommodated.
