Do we need an introduction?

SegmentationTargetingPositioningof

SYED ZAID ALISGSITS Indore

Segmentation

SegmentationDemographic Variables:•Age : 15-40, tweens and teens•Gender•Occupation•Generation

Behavioristic variable

• The “Athletic Feel” • Utility Based: basketball, cricket, football,

outdoor, baseball, tennis, track and field• Style based: cleats and spiked, court sandals

and flip flops, pegasus, boots• Technology based: Nike free, Nike Shox, Air

Max, Lunarlon

Psychographic variable

• Nike’s mission statement : “To bring inspiration and innovation to every athlete in the world ”

• Lifestyles and Personalities• Run with Me , Sports Improvement Clinics,

Social Media contests

Geographic variables

• Nations• Cities• Population Density

Targeting

Youth (18-24 yrs) Sports Enthusiasts

High Income GroupsUrban areas

Positioning

Positioning

To bring inspiration and innovation to every athlete in the world

Ubiquitous brand

You have a body, you are an athlete

Shifted from Product Focus to Attitude Focus

Positioning: Target Market

•Expanding Women’s apparels•Women in 20s and 30s driving the ‘athleisure trend’Women

•Kids are growing part of Nike’s business•Young athletes wear products through sponsorship with clubs and federationsProfessional athletes such as NFL wear Nike Gear

Athletes

•Running is heritage and largest performance category •Nike’s innovation efforts are focused in running categoryRunners

Positioning: Frame of Reference

Competitors: Under Armor, Adidas, Puma, Sketchers, Anta, Li Ning

Competitive Landscape: Athletic wear, Sports wear, Running

Positioning: Points of Difference

NikeID: Customize your shoes and gear

Nike + Running App, Nike + Training Club, Nike + iPod

Jordan Product Line

Presence in all sports; Cricket, Basketball, Football, Tennis, etc

Positioning: Points of Parity

Electronic performance technology: measure and compare your performance

Cater both men and women, known globally, athletic and sports wear

Ambassadors representing their brand

Positioning: Brand Mantra

• ‘Authentic Athletic Performance’• Maintaining authenticity; integrity and purity• Products and activities have to be athletic• World class performance • ‘Just Do It’ - It’s a slogan not Mantra

Expand Number of Outlet in Metro and tier 1 Cities

New Distributors in tier 1 and 2 cities where no Nike store is present.

Smart App where you can measure Sport attributes like shot speed elevation.

Open Nike Sports Bar where Live streaming of matches can take place

Existing Market New Market

Existing Product

New Product

DISCLAIMER

Created BY Syed Zaid Ali, SGSITS Indore during a marketing internship under Prof. Sameer Mathur.