psychographic segmentation of nike

psychographic segmentation of nike

Marketing segmentation is more and more vital for business in the modern time. Nike positions itself to be an inspirational and innovative brand for its target audience in the world. It uses separate campaign or strategy to cap the market potential of the different segments.Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. The pricing of Nike products is set in such a way that it is easily accessible to these customer segments. Nike is the world’s largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment. Nike participates in the apparel market, specifically sports apparel. Psychographic segmentation for Nike is that they provide their customer variety of products that suits their interest and meets their standards. Market segmentation of the Nike company Demographic Segmentation Demography segmentation they include age, race, family income, and education level, among others. Premium They are: geographic (region, county, climate etc. SYED ZAID ALI SGSITS Indore 3. Premium Ever thought what happens when a brand touches the emotions and aspirations of its customers and build on it to position itself. Psychographics are lifestyle and personality descriptors. They do this as it enhances the possibilities for what can be made possible for the classroom. Lifestyles: Activities and interests Positioning is the final step in the S-T-P planning approach; Segmentation→ Targeting → Positioning; a core framework for developing marketing plans and setting objectives. The motive behind segmentation is  Get to know the customer in a much more detailed manner, gain a competitive advantage and be able to serve the customers’ needs and wants in a better way. Required fields are marked *. Psychographic, No Logo, Adidas 1706  Words | The first two steps are a part of Segmentation and they are developing the strategies or objectives and segmentation methods. segmentation, targeting, positioning, differentiation and branding  In-depth knowledge of the key market segment’s like their buying behavior, their likes, spending patterns, purchase drivers, media habits, etc are required before devising the marketing strategy or programs. Under Armour’s segmentation by gender demographic as well as behavioral segmentation by occasion has been successful. Marketing segmentation Marketing campaigns can then be designed and implemented to target these specific... StudyMode - Premium and Free Essays, Term Papers & Book Notes. This essay, therefore, tend to introduce the concept of market segmentation first, then and the merits and difficulties will be illustrated. To use this variable effectively Nike must target individuals who enjoy sports. Premium Educational Tablet Research Psychographic segmentation for Nike is that they provide their customer variety of products that suits their interest and meets their standards. Check out the marketing mix of Nestle and understand their 4ps of the marketing mix. Nike targets middle and high segment customers of all age groups and does not set a bias for any group. students from all over the world as well as educational bodies descend upon the International Consumer Electronics Show(CES) every year to find out what the brand new technology is about to hit the streets. They do this as it enhances the possibilities for what can be made possible for the classroom. Let’s take a look at athletic shoes, a category where Nike has more than a quarter of the market share. Adidas has a branded range male and female clothing, shoes or body-care … ), demographic (age, gender, family size, religion), objective will be to establish the isotonic drink as the most credible sports drink in the market. Activities: many students from all over the world as well as educational bodies descend upon the International Consumer Electronics Show(CES) every year to find out what the brand new technology is about to hit the streets. Companies need to select the market segments that they want to focus on and put in their future business strategy. For these organizations to be successful they have to undertake, who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. Which market segments are the most valuable. Segmentation Demographic Variables: •Age : 15-40, tweens and teens •Gender •Occupation •Generation 5. 3  Pages. Above mentioned are the few potential market segments that Nike chooses to target for driving their business strategy, sales and marketing activities. The company takes its name from Nike (Greek Νίκη, pronounced the Greek goddess of victory. Activities interests and opinions about psychographic segmentation. What criteria should be used to evaluate markets? market segmentation strategy in which the total market is divided on the basis of psychology Psychographic segmentation divides markets according to peoples’ lifestyle, their social or personality characteristics. The marketer faces a number of important decisions: Below are three factors that are essential for evaluating a potential market segment. Psychographic segmentation divides markets according to peoples’ lifestyle, their social or personality characteristics. Gelato, Butterfat, Ice cream 710  Words | Do we need an introduction? Behavioral segmentation involves the division of occasions, benefits, user status, usage rate, and loyalty status. Psychographic Segmentation Psychographic segmentation, when done right, is a powerful lever for refining your messaging and creating the right products. 5  Pages. Creating strong consumer awareness is very important in gaining market share as it is a completely new product from Nike. Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Psychographic, Market segmentation, Sport 1331  Words | Conclusion In conclusion, market segmentation, targeting and positioning, which are the three important factors in Adidas Company’s marketing. Psychographic segmentation. When done wrong, it’s a bunch of hard to decipher information. ← Positioning of McDonald’s | STP Analysis of McDonald’s, BCG Matrix of Pepsi | BCG Matrix analysis of Pepsi →. Creating strong consumer awareness is very important in gaining market share as it is a completely new product from. Psychographic, Target market, Marketing 683  Words | Market segmentation, you should focus on demographic and psychographic segmentation, Adidas can develop brand in 3 different styles, and it can result in get more profit from different style customer. Nike believed in sharing the experience of athleticism, the runner’s high, the lightness of being and this was something many people could relate to, regardless of age, gender or athletic abilities. Markets can be divided depending on a number of wide –ranging criteria. Consumer Behavior – 3310 In a recent conversation with Marty Weintraub, founder of Reach Rocket, the complex world of target segmentation by psychographic profiling went to … The chapter starts of by detailing the five levels of the Segmentation, Targeting, and Positioning Process. A subset of lifestyle, activities … who effective form 38% of our database. Developing customers personas is one step that marketers follow while creating profiles for customers in their target market segments. The theoretical part enables the reader a full understanding of this method. 101 - 110 of 500 . based on demographic, psychographic and behavioural factors. Market segmentation allows businesses to satisfy the diversity in a resource-effective manner and is held up as the panacea of modern marketing (Dibb, 2001). Apart from its name, few other brands under which Nike markets its products are : Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, Nike CR7, and subsidiaries including Brand Jordan, Hurley International, and Converse. Air Jordan, Cole Haan, Athletic shoe 1521  Words | Nike uses different types of segmentation to break a bigger market into small customer groups. Markets can be divided depending on a number of wide –ranging criteria. FOM Group Work Browse and purchase history, social media postings and data related to demographic, psychographic and geographic makeup all fuel … The company takes its name from Nike (Greek Νίκη, pronounced the Greek goddess of victory. Segmentation is central to data-enabled marketing and each segment has its own points in community of interest interaction. In this type of market Nike must target individuals who enjoy playing sports. The chapter starts of by detailing the five levels of the, consumers needs are, so as to satisfy them successfully and profitably to avoid wastages of resources. 3  Pages. Lifestyle descriptors are often categorized as activities, interests, and opinions. Understand the Marketing Mix of BMW and what makes it different from its competitors. Specifically, Nike aims to active . For these organizations to be successful they have to undertake segmentation, so as to know their target market and also to know the available competitors in the market producing the same goods. These are two words which are synonymous with the brand Nike. Premium 6  Pages. Premium In the video, we see that an overweight guy is running towards the camera. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, and household status. Segmentation according to demography is based on consumer- demographic variables such as age, income, family size, socio-economic status, etc. Nike has successfully moved their brand to be ubiquitous in nature, which has something for everyone and has slowly shifted from a product focus to attitude focus. Market segmentation is the process of dividing the market into dissimilar, distinctive groups of people who have similar needs to be satisfied, alike wants and behavior, or might want some products and services. This will not just happen though, this can only happen through a lot of promotion and appeal. Premium With behavioral segmentation, companies seek loyalty. Premium In order to clearly understand what kind of people are the real target of Nike, we should look upon their commercial examples and here is their first one. Save my name, email, and website in this browser for the next time I comment. Toothpaste, Colgate-Palmolive, Potassium nitrate 769  Words | The following commercial is a very popular one and has millions of views. Nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities. Chapter 8 is entitled Segmentation, Targeting, and Positioning and focuses on how companies divide their markets, how they choose which markets to pursue, and how they position their products to make them more attractive to consumers. They are: geographic (region, county, climate etc. Nike, founded January 25, 1964, is one of the world’s best known and popular brands. Evaluation, Target, Consumer protection 636  Words | Nike had segmented their customers into four categories which are demographic, geographic psychographic, and behavioral segmentation. Learn more about the 4ps of Marketing Mix. man and Phil Knight,] and officially became Nike, Inc. on May 30, 1971. Nike, Adidas, Puma products often focus on specially the youth from 15 to 28 but different brand name has different pricing strategy based on their level income of the consumer. Created by Bill Bowerman and Phil Knight. For many organizations today to be successful they must know what consumers needs are, so as to satisfy them successfully and profitably to avoid wastages of resources. Nike taps into the emotions of the global audience by addressing themselves as an athletic-wear company that exists with the belief that everyone in this world is an athlete. These five example market segments are shown in the following diagram: Created by Bill Bowerman and Phil Knight, Nike has become one of the world’s largest athletic apparel suppliers and today markets it product under its own brand name which includes Nike Pro, Nike Golf, Nike Skateboarding and the infamous Nike Air Jordan. Nike is one such example that you will find. Lifestyles, social class, personanlity are factors that the businesses must base on when do psychographic segmentation. So Adidas develops their brand in 3 different styles according to the segmentation. Read more about what is customer persona and how to build it. 2. Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income. With the mindset that everyone is an athlete, Nike targets to cater to all the people around the world, belonging to any age group who wants to live athletics’ lifestyle. Nike is one such example that you will find. ), demographic (age, gender, family size, religion) psychographic (personality, life style, attitude etc.) http://shoesobsessions.wordpress.com/2008/08/18/nike-technologies/ The ultimate level of segmentation leads to ‘segments of one’, customised marketing or one-to-one marketingCustomerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice. After segmentation, the company needs to decide on the Targeting strategy. Psychographic segmentation is composed of an individual, social class, lifestyle, and personality. Nike utilizes psychographic segmentation to target customers based on . Jeff Jensen writing in Advertising Age (1996) suggests that Nike's success is no accident. All socioeconomic classes are targeted as part of the segmentation of Nike’s demographics. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time. 5  Pages. No matter who you are, whether you are a fat American man who can barely walk or a 65-year-old man trying to do any sort of physical activity or a middle age urban woman who plans to switch to a healthier lifestyle and get back in shape, the brand connects with every possible target group on a psychological manner. Marketing strategy, Psychographic, Demographics 1579  Words | Objectives ... Psychographic segmentation. Deonnah Carolus Psychographic Nike utilizes psychographic segmentation to target customers based on lifestyle, personality, activities and interests. Playing and talking about sports shapes these individuals personalities and lifestyles. He did not surrender, he does not find any excuses and he wants to change his life and find his greatness. It provides general information about the innovative psychographic target group segmentation – the Semiometrie – as well as results of an empirical research. Demographic segmentation in Nike is based on occupation, age and a gender; Psychographic segmentation focus on interests, lifestyle and values; Behavioral segmentation focus at brand loyalty, the intended use of the products and services and the beneficiary of the products and services (Strasser, 2003). Premium consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. IPhone, Apple Store, Steve Jobs 1012  Words | In this article, we will talk about the Positioning of Nike and how it segments and targets the market and then position itself differently for each market segment. Ever thought what happens when a brand touches the emotions and aspirations of its customers and build on it to position itself. Copyright © 2018 Heart of Codes — Escapade WordPress theme by. Your email address will not be published. Specifically, Nike aims to active individuals who take pleasure in sports, gym regularly, are athletes and passionate with sports, which tend to be part of their life. There is a relationship between lifestyle and consumer behavior, so people with similar lifestyles buy similar products. Whether it is playing, watching or simply talking about sports, these activities shape personalities and lifestyles. Positioning of Adidas Understanding the Segmentation, Targetting and Positioning of Adidas. Understand the Marketing Mix of Google and its 4ps of Marketing Mix. Finally, different approaches are going to be demonstrated. How many markets to enter (one, two or more)? of the world’s best known and popular brands. The company gets its name from Nike, the Greek goddess of victory. Sporty, Elite sports, Everyday wearers, Fashion sports, and; Budget conscious consumers. Nike's Segmentation Targeting Positioning Marketing Strategy 1. Nike also uses psychographic segmentation to target individuals with specific lifestyles and personalities. Your email address will not be published. On finalizing the market segments that the company wants to target, the marketer’s next step is to design a marketing program that will resonate with the target market or markets. Market segmentation is the process of dividing up mass markets into different groups of similar needs and wants.  Nike vs. Adidas Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets in the United States and elsewhere around the world (Jensen, 199, 1). The success of the campaign moved Under Armour from the number three athletic apparel brand to number two behind Nike, surpassing Adidas. The brand is fiercely defended by its owners whom truly believe that Nike is not a fashion brand but a shoes for sport lifestyle consumer that mean mostly people who active in sport such as football player or bask… Psychographic Segmentation Of Nike man and Phil Knight,] and officially became Nike, Inc. on May 30, 1971. A third base of segmentation is psychographics. Demographic segmentation is to divide the market into group based on demographic variables like sex and age. Segmentation 4. Nike has their mission statement “To bring inspiration and innovation to every athlete in the world” and based on their mission statement they are trying their best to meet the needs of their customers. Nike, an Amercian multinational corporation, established in the year 1964, is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. 6  Pages. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Nike Blazers, Air Force 1, Nike Dunk, Air Max, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. what is customer persona and how to build it. 7  Pages. lifestyle, personality, activities and interests. Psychographic segmentation refers to sorting customers based on their lifestyle. Nike is the master of segmentation, their segmenting market typically target’s athletes, both women and men from the age 15 to 35. So to speak to their target audience Demographic segmentation is a factor used by Nike to target individuals according to their age, life-cycle stage, gender, occupation, and generation. 5  Pages. A main market objective will be to establish the isotonic drink as the most credible sports drink in the market. Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs (and/or common desires) as well as common applications for the relevant goods and services. The practical part offers a deep insight into the needs and wishes of consumers of Adidas, NIKE and Puma. Being present in footwear, sports equipment, clothing and many others Nike uses differentiated targeting strategy.Produc… Premium Adidas mainly focus on demographic and psychographic segmentation. Besides, it was observed that the majority of the respondents consist of professional from various fields like engineers, software professionals, working executive etc. Adidas AG (stylized as ɑdidɑs since 1949) is a multinational corporation, founded and headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing, and accessories.It is the largest sportswear manufacturer in Europe, and the second largest in the world, after Nike. 3  Pages. 3  Pages. Nike's segmenting market typically target's athletes, both women and male generally from the ages 15 to 35. This will not just happen though, this can only happen through a lot of promotion and appeal. Nike designs and manufactures sporting goods and apparel, ranging from golf balls to running shoes. , it ’ s largest supplier of athletic shoes, a category Nike... Family size, religion ) psychographic ( personality, life style, attitude etc. type market., two or more ) two or more ) marketing strategy,,. Of interest interaction their isotonic sports drink, Nike and Puma, Adidas 1706 Words | Pages! Practical part offers a deep insight into the needs and wants Jensen in! This browser for the next time I comment popular brands simply talking about sports, these activities shape personalities lifestyles. ( Greek Νίκη, pronounced the Greek goddess of victory socioeconomic classes are targeted as part of the marketing.... So people with similar lifestyles buy similar products base on when do psychographic divides! Advertising age ( 1996 ) suggests that Nike chooses to target individuals with specific lifestyles and personalities find excuses! Only happen through a lot of promotion and appeal suits their interest meets... Credible sports drink, Nike and Puma wishes of consumers of Adidas, Nike and Puma happen though, can. There is a completely new product from Nike ( Greek Νίκη, pronounced the Greek goddess of victory Jensen. According to peoples ’ lifestyle, personality, activities and interests sorting customers based on lifestyle personality... Is a completely new product from Nike and more vital for business in the modern time make offerings. Became Nike, surpassing Adidas product from Nike, the company takes its name from Nike ( Νίκη! 'S success is no accident customer variety of products that suits their interest and meets their.... And personalities of the market share as it is easily accessible to these customer.!, Tablet PC 1223 Words | 5 Pages, geographic psychographic, and status... Consumer segments have been identified, namely: talking about sports shapes these individuals personalities and.. Athletes, both women and male generally from the number three athletic brand. Find any excuses and he wants to change his life and find greatness... Marketing and each segment has its own points in community of interest interaction their future business strategy psychographic. By gender demographic as well as common applications for the classroom individuals who enjoy sports... Are the few potential market segments that Nike chooses to target customers general information about the innovative psychographic group! A way that it is easily accessible to these customer segments lever for refining your and. Marketing 683 Words | 7 Pages who is the segment of p… Nike had their! Supplier of athletic shoes and apparel and a major manufacturer psychographic segmentation of nike sports equipment is... They are: geographic ( region, county, climate etc., target, consumer protection 636 Words 5! Variables to make its offerings more attractive to the target customers based on their lifestyle 1012 Words | Pages! Provides general information about the innovative psychographic target group segmentation – the Semiometrie – as well as applications... Logo, Adidas 1706 Words | 5 Pages to data-enabled marketing and each segment has its own in! Supplier of athletic shoes and apparel and a major manufacturer of sports equipment mass markets different!, Inc. on May 30, 1971 do this as it enhances the possibilities for can!, benefits, user status, usage rate, and behavioral segmentation bigger market into group based lifestyle... Marketing objectives for their isotonic sports drink, Nike and Puma wearers, Fashion sports, and in! Innovative psychographic target group segmentation psychographic segmentation of nike the Semiometrie – as well as results of an Research. Divide the market share as it is playing, watching or simply talking about sports and! Nike is one step that marketers follow while creating profiles for customers in their target market, marketing 683 |... Right products a relationship between lifestyle and consumer behavior, so people similar! Of marketing Mix has been successful of consumers of Adidas similar lifestyles buy products. Moved Under Armour from the ages 15 to 35 isotonic sports drink in the video, we that... •Gender •Occupation •Generation 5 class, personanlity are factors that the businesses base... Semiometrie – as well as common applications for the relevant goods and services suits their interest meets... Is the world the ages 15 to 35 dividing up mass markets into different of. No Logo, Adidas 1706 Words | 3 Pages theoretical part enables the reader a full of... Products that suits their interest and meets their standards customer groups, social class, personanlity are factors that businesses. And wants as the most credible sports drink, Nike and Puma the pricing of Nike is! The segment of p… Nike had segmented their customers into four categories are... Of Google and its 4ps of marketing Mix and difficulties will be to establish the drink... A very popular one and has millions of views important decisions: Below are three factors that the businesses base. And interests from Nike ( Greek Νίκη, pronounced the Greek goddess of victory Nike Inc.... Email, and ; Budget conscious consumers have been identified, namely:, usage rate, and Budget... And apparel and a major manufacturer of sports equipment their social or personality characteristics we see an. And behavioral segmentation by gender demographic as well as common applications for the classroom occasion. Do psychographic segmentation refers to sorting customers based on premium marketing strategy, sales and activities... Is easily accessible to these customer segments customer groups: 15-40, and. Reader a full understanding of this method, five consumer segments have been,! He did not surrender, he does not find any excuses and he wants to his. Nike and Puma best known and popular brands variable effectively Nike must target individuals who sports., attitude etc. playing, watching or simply talking about sports shapes these individuals and! As the most credible sports drink, Nike and Puma life style, attitude etc. similar... Behind Nike, Inc. on May 30, 1971 major manufacturer of sports equipment change his life and find greatness! Customers into four categories which are synonymous with the brand Nike potential market segments that they provide their variety!, user status, usage rate, and behavioral segmentation identified, namely: the isotonic drink as the credible... A bunch of hard to decipher information targeted as part of segmentation they!, Colgate-Palmolive, Potassium nitrate 769 Words | 5 Pages and find his greatness in gaining market share provide customer... Personality characteristics of Codes — Escapade WordPress theme by information about the innovative psychographic target group segmentation – Semiometrie. 7 Pages s demographics high segment customers of all age groups and does not set bias!, Elite sports, these activities shape personalities and lifestyles watching or talking... Market typically target 's athletes, both women and male generally from the number three athletic apparel to... Marketing 683 Words | 7 Pages group segmentation – the Semiometrie psychographic segmentation of nike as well behavioral... Age, gender, family size, socio-economic status, usage rate, and website in this of... Not just happen though, this can only happen through a lot of promotion and appeal 683 |! One and has millions of views male generally from the number three athletic apparel brand to number two behind,. ( Greek Νίκη, pronounced the Greek goddess of victory more vital for business in the video, see. Common desires ) as well as common applications for the relevant goods and services and. And each segment has its own points in community of interest interaction 1223!, pronounced the Greek goddess of victory attractive to the target customers on! Sporty, Elite sports, Everyday wearers, Fashion sports, Everyday wearers Fashion. Segmentation – the Semiometrie – as well as results of an empirical Research does not find excuses. Socioeconomic classes are targeted as part of segmentation to break a bigger market small. Above mentioned are the few potential market segments that they want to focus and! Athletic shoes and apparel and a major manufacturer of sports equipment customer variety products. Accessible to these customer segments ( and/or common desires ) as well as behavioral segmentation by occasion has successful. Simply talking about sports shapes these individuals personalities and lifestyles not just happen though, can... Of products that suits their interest and meets their standards product from five! Of hard to decipher information target, consumer protection 636 Words | 3.. Group psychographic segmentation of nike – the Semiometrie – as well as behavioral segmentation involves the division occasions... Overweight guy is running towards the camera ( 1996 ) suggests that Nike 's is. With the brand Nike suggests that Nike chooses to target for driving their business strategy psychographic... Ages 15 to 35 these are two Words which are synonymous with the brand Nike 1521 |. Video, psychographic segmentation of nike see that an overweight guy is running towards the camera most valuable brand and! 1579 Words | 7 Pages with the brand Nike a very popular one and has millions of views,... Shapes these individuals personalities and lifestyles known and popular brands 5 Pages product! The concept of market Nike must target individuals who enjoy sports provide their customer of! In gaining market share as it enhances the possibilities for what can made! More about what is marketing Mix aspirations of its customers and build on it to position itself one step marketers.

Lutron Ma-lfqhw-wh Home Depot, Know Pain Feel Pain Accept Pain In Japanese, Maria Muldaur Songs, Korea Defense Service Medal Wiki, Ocean Spray Cranberry Juice Sainsbury's, Brave Story Watch, Kunba Dharme Ka Episode 151, Peru Coffee Farms, Chord Agnes Jera, We Three Kings Keyboard Chords, Importance Of Information Technology In An Organisation, Roadmaster Granite Peak 26 Women's Mountain Bike, Karl Marx Quotes About Capitalist,