Segmentation Targetting and Positioning of Nike - 2257 Words

INTRODUCTION Nike, Inc .is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered in the Portland metropolitan area of Oregon, near Beaverton. It is the worlds leading supplier of athletic shoes and apparel and a major manufacturer of sports equipment with revenue in excess of US$24.1 billion in its fiscal year 2012 (Ending May 2012).Nike and Precision Cast parts are the only Fortune 500 companies headquartered in the state of Oregon. The company was founded in 1962 as Blue Ribbon Sports by Bill Bower man and Philip Knight, and officially became Nike, Inc. in 1978. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand as†¦show more content†¦Now NIKE became official kit sponsor for BCCI Indian Cricket Team. By paying Rs.196 Crores (Rs. 1.6 Bn) to BCCI, NIKE wrested the rights to become the kit sponsor up to 2011.The first Just Do It cricket ad also made its appearance d uring the Champions Trophy. TYPES OF OWNERSHIP 1. Licensing 2. Franchising 3. Own Subsidiary SEGMENTATION, TARGETING AND POSITIONING Market Segments:- Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, and household status. Nikes segmenting market typically targets athletes, both women and male generally from the ages 15 to 35. Nikes targeting market is active people who enjoy high quality sporting goods, especially footwear. To do so Nike focuses on creating premium consumer experiences on product innovation, brand leadership and elevated retail presence. Nike is targeting further geographic expansion and farther marketing penetration in all regions. Though disciplined operating management, the company still continues to target long range mid teen earnings per share growth. The market segments that Nike can mainly differentiate are high, medium and low end customers with varying income levels. Thus, Nike needs to segment on various fronts such as economic, demog raphic, geographicalShow MoreRelatedStarbucks E-Marketing7567 Words   |  31 PagesAnalysis for Starbucks 8 3.2 PEST Analysis for Starbucks 10 3.21 Political 10 3.22 Economic 10 3.23 Social 11 3.24 Technological 11 4.0 E_MARKETING PLAN 14 4.1 E-Marketing Strategic Planning 14 4.11 Segmentation 14 4.12 Targeting 15 4.13 Differentiation 15 4.14 Positioning 16 4.2 Objectives 18 4.3 E-marketing Strategy 18 4.4 E-marketing Tactics 19 5.0 IMPLEMENTATION 22 5.1 Implementation Plan 22 5.2 Evaluation 24 6.0 CONCLUSION 25 7.0 REFERENCES 26 8.0 APPENDIXRead MoreMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesis known as ________. A) segmentation B) integration C) disintermediation D) cross-selling E) customization Answer: A Page Ref: 10 Objective: 3 Difficulty: Moderate 29) Companies address needs by putting forth a ________, a set of benefits that they offer to customers to satisfy their needs. A) brand B) value proposition C) deal D) marketing plan E) demand Answer: B Page Ref: 10 Objective: 3 Difficulty: Moderate 30) During market segmentation analysis, the marketer identifies