PROJECT ON SEGMENTATION, TARGETING AND POSITIONING OF NIKE

SUBMITTED BY: SAHIL MEHRA BHARAT SHARMA SHAJEE KHALID RITIKA CHADHA SANYOG CHANDRA SANDHYA TANWAR ROHIT KUMAR

MARKET SEGMENTATION
Nike falls under niche marketing. They have a narrowly defined customer group seeking a distinctive mix of benefits. Their products are mainly aimed at both men and women looking for sports apparel. Nike promises their customers comfort, reliability, style and performance. Nike sports shoes are priced high. But customers are willing to spend the extra money for the quality and service they receive. Nike pays top athletes in many different sports to use their products and promote/advertise their technology and design. Nike is the official kit sponsor for the Indian cricket team for 5 years, from 2006 till end of 2010. Nike beat Adidas and Puma by bidding highest. Nike also sponsors some of the leading clubs in world football, such as Manchester United, Arsenal, FC Barcelona, Inter Milan, Juventus, Shakhtar, Porto, Steaua, Red Star, Club Amrica, Aston Villa, Celtic and PSV Eindhoven. Nike sponsors several of the world's top golf players, including Tiger Woods, Trevor Immelman and Paul Casey.

TARGETING
Nike target aspiring athletes in the age group of 15 -35. In the lifestyle and apparel market targets consumers who identify with sport as a way of life and are brand conscious.

Nike has divided its customers into the following way Y Y Women Men

Girls

3-36 months

3-8 years

8-15 years

Y Boys

3-36 months

3-8 years

8-15 years

Nike allows customers to design their own shoes from a catalogue of predefined designs. Customers can choose their own colours and mascots to create shoes which define their personality.

POSITIONING
The core of Nike s brand positioning is the Just Do It slogan. It means being what you are and concentrating on what is important to you. Nike took off virtually instantly in the United States, and within a year company sales were at almost 2 million pairs. In 1981 Nike decided to take another major step, with the U.K. becoming the company's first wholly owned foreign distributorship. Nike has continuously pushed back the boundaries of trainer design, staying focused under Phil Knight's guidance, and is going to take some dislodging. Nike came back strongly with its 'justdo it' slogan in 1988, and regained the top spot in terms of market sales - a position they retain to the present day.