Target Market of Nike. Now more than ever, people feel like when they wear a brand, they are representing the actions of that company. The younger targeted demographics of Nike are concerned about global impacts of the brands they represent, so a focus on changing labor standards and other manufacturing processes could create a more positive brand image. That is $113.52 a second. Although that may be true in the overall scheme of things, there are certain athletes that Nike targets more often because they are more profitable. In Indonesia, a worker was locked in a factory room for 7 days under military interrogation because of suspected unionization activities. In the video, we see that an overweight guy is running towards the camera. By looking at social media audiences discussing the campaign, and Nike’s conversation overall, we can go further than the surveys to showcase how brilliant the marketing … Nike … Started as a small re-seller of an obscure Japanese running shoe (which later became Asics) line in a small shop in Santa Monica, NIKE has grown exponentially over the years into one of the world's most recognizable (and profitable) brands. Nike target on different type of segment that to fulfill customers need. Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. By looking at social media audiences discussing the campaign, and Nike’s conversation overall, we can go further than the surveys to showcase how brilliant the marketing move truly is. Nike continues to grow because of its older demographics promoting their products by word of mouth. Allison Lee Marketing Manager. To become a legend, you must do more than just dress the part. That’s the percentage of revenues that Nike receives from emerging markets. Under Armour Target Market Demographics. Just 850+ stores generate over $27 billion of revenues every year. Outside of North America, Western Europe is the largest geographic demographic for this brand. Footwear revenues still account for 58% of Nike’s total overall revenues. All the sport brands target the following segment, but the question is how they target them. Adidas target market falls within the 20- to a 29-year-old age group who are athletes or are passionate about sports and this segment is considered as the strongest consumer market. “I stand with Nike, all day, every day,” said LeBron. The sneaker market is also failing to understand the shift in demographics of “sneakerheads” and they are excluding the market that invented the term and still participates in it. Targeting: DEMOGRAPHIC SEGMENTATION. The target market of the commercial are the fans of football and basketball. Nike has managed focusing at the segmented groups comprehensively due to markets with similar and related needs. The history of NIKE is a true American success story. Facebook; Twitter; LinkedIn “#JustBurnIt,” said Twitter. Nike is one of the pioneers of the manufacturing outsourcing strategy. Nike’s audience is versatile. Nike primarily targets consumers who are between 18-40 years of age. Union households, which generally have a higher overall household income than non-union households, are leery of Nike due to incidents like one that occurred in Indonesia where a workers was detained for 7 days simply for suspected efforts to unionize. CONCLUSION/RECOMMENDATIONS • Nike has shown good growth momentum & increase in stock prices • Nike should move forward with the changing trend of the market • Company has good brand image but at present most of the revenue comes from footwear segment • Nike should capitalize on its brand image to capture the market share of apparel product line as well. NIKE purchased Converse in 2003. Race 7. Demographic segmentation is a factor used by Nike to target individuals according to their age, life-cycle stage, gender, occupation, and generation. Nike evaluates its target market based on size, reachability, measurability and . Nike is one of the pioneers in marketing and has one of the strongest Marketing Mix. It consists of rockers and rappers, artists and thinkers, entrepreneurs, athletes and other individuals – and not just professionals, but regular people, too. To examine a perfect example of a well executed use of market… Here’s how they’re going to be able to do it. Religion Demographic segmentation is usually the most important criterion for identifying target markets, which means that knowledge of demographic information is crucial for many businesses. Revenues from men’s training products are more than double that of women’s training products for the brand. According to Nike, buying Converse was a great move which has helped Nike retain its position as a market leader in sports apparel and Converse now sets for even more success. Nike's segmenting market typically target's athletes, both women and male generally from the ages 15 to 35. North American sales for Nike are still 2.5x greater than the next closest market, which is Western Europe. They are a top brand for older Millennials, Generation X’ers, and Baby Boomers because these are the generations that got to see athletes like Michael Jordan play in person. Once its made from the factory it is put in a box with the fresh brand of Jordans and shipped to a store In fact, more and more companies are moving to digital marketing for creating brand awareness and attracting customers. The Core Demographics of Nike. They have nearly 4x the amount of footwear sales than their nearest competitor. While he may have had financial incentives to say that, I don’t think that it underscores the fact that Nike’s N7 program did not have positive benefits—even if they could be construed in a negative way (i.e., claims of racism). Plus, continued innovation and product quality are keys to success. To do so Nike focuses on creating premium consumer experiences on product innovation, brand leadership and elevated retail presence. The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. You Can Learn from Nike's Demographic and Psychographic Marketing Last year, Nike, the world’s top athletic apparel brand spent $3.58 Billion on advertising. In many ways, it is the Coca Cola of its industry. 9) Pegasus writes about its target market and demographics in the _____ section of its marketing plan. Gender : As you know, the AIR MAX generation target on both male and female. According to the company's business overview, Nike brands each have distinct target audiences. They have a very active life full of sports events and different kinds of activities. Nike has plans to grow the business even larger by focusing on a few key demographics. (App. It has an extensive social networking presence as a brand, with over 12 million people liking their Facebook page and over 1 million people following them on Twitter. Demographics may not be sexy, but it is vital to brands looking to identify regional markets with the best potential for growth in their particular market segment. A) executive summary B) implementation C) situation analysis D) strategy E) tactics Task 2: Discussion Questions 10) Briefly summarize the contents of a marketing plan. 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. If anyone wants to be athletic, then they’re going to receive at least one marketing target no matter what their racial profile, economic status, or other sub-demographic may be. Up to 30% of Nike’s total business costs in some emerging markets are bribes given directly to top government officials. Their age is from 13-22 who like to be trendy and look for their appearances. The company is the biggest player in the athletic apparel market, with $28 billion in annual sales. This is why there is such an advertising push right now toward the younger demographics with this brand. Demographic Segmentation: Segmentation according to demography is based on consumer- demographic variables such as age, income, family size, socio-economic status, etc. From Disabled and $500k in Debt to a Pro Blogger with 5 Million Monthly Visitors, 18 Incredible Nike Demographic Segmentation, 37 Athletic Apparel Industry Statistics and Trends, 31 Sneaker Industry Statistics and Trends, 45 Shoe Industry Statistics, Trends & Analysis, 23 Performance Apparel Industry Statistics, Trends &…, "From Disabled and $500k in Debt to a Pro Blogger with 5 Million Monthly Visitors. 4) Critiral for Effective Targeting Identifiable Nike have been divide the market into separate segments on the basis of series that relevant to the characteristic such as demographics have age, gender, family life cycle and others. The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. The Jordan Brand is also a premium brand, but it is … Brand Finance names Nike 2019's most valuable fashion brand in the world. Most people associate footwear with the Nike brand and rightly so. For the younger demographics, it is a representation of a Vietnamese supervisor who struck more than a dozen women with a Nike shoe because of their poor sewing skills. The Hurley International LLC brand also targets athletes but focuses more … To Nike’s credit, it has worked hard to improve worker standards over the last 20 years so that an economically viable wage would be paid and safer work standards would be implemented. Age : Following the manufactory, AIR MAX aims to people … Every socioeconomic demographic has at least one core target area for Nike. Men are targeted more often than women with training products as Nike sees a 2-1 spending ratio between the genders. The ad depicts real women and not the glamorous superstars that are usually found in a Nike ad. The company is focused on targeting and strengthening its brand with the next generation of athletes in the 14- to 19-year-old age group. (App. … Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to 24. On June 7, 2020 By Balmoon. Nike has an average annual worldwide revenue of $27.7 billion. Together, the two have helped make basketball one of the fastest-growing categories in sneaker retail, a space that Nike owns with near-90% market share. The sneaker market is also failing to understand the shift in demographics of “sneakerheads” and they are excluding the market that invented the term and still participates in it. Nike also held the largest market share of the global apparel market. 2029 words (8 pages) Essay. Households that make more money will receive additional targets, of course, but everyone who wants to look good while they’re out playing their preferred sport is supposed to want Nike. Segmentation, targeting, positioning in the Marketing strategy of Nike – Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers. Blog / ‘Nike Knew Their Target Market’- a Note about the Kaepernick Ad ‘Nike Knew Their Target Market’- a Note about the Kaepernick Ad September 14, 2018. What distinguishes Nike from other shoe brands is that it taps into the power of influencer marketing the smart way. A liquor vendor, for instance, might want to target its marketing efforts based on the results of Gallup po… The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, and household status. In total, the global market share for Nike is expected to be over 27% by 2020. The history of NIKE is a true American success story. 11th Jul 2017 Marketing Reference this Share this: Facebook Twitter Reddit LinkedIn WhatsApp “To bring inspiration and innovation to every athlete in the world.” A mission statement is a statement of the organization’s purpose- what it wants to accomplish in the larger environment. You must also be legendary in everything you do. • The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. Jordan Target Market Jordans Distribution Jordan Promotion Jordans get made in a Factory in China and it is made through machines as a faster way to keep making sells happen. Nike has managed focusing at the segmented groups comprehensively due to markets with similar and related needs. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market 15%. Before we had things like Facebook and Google that let you target your customer’s interests, intent, and behaviors, - the things that make up psychographic segmentation - all we had was demographic data. Under Armour U S Aunce Ysis. Their annual athletic footwear sales total $90 million. Her sisters are named Strength, Force, and Zeal in various languages. Under Armour And Soccer A New Romance In The Make Nyse Uaa. Gender 2. App. The primary customer segment which Nike targets are individuals in the 18-40 age group who are either actively involved in athletics or live in households that are. 2) Besides, they target in different identifiable such as men sports running shoes and women sport running shoes. Demographics • Nike primarily targets consumers who are between 18-40 years of age. Thanks for sharing. “I can’t, I can’t, I did it”. Much of their success can be attributed to a 30-year old 3 word slogan “Just Do It.” Nike has vowed to remove social barriers and promote women's sneaker culture, as the female sportswear market grows steadily. NIKE brands. For example, the company's market research shows 13% of Americans identify as African American, yet 18% of Nike buyers are black. Market Segmentation Nike had segmented their customers into four categories which are demographic, geographic psychographic, and behavioral segmentation. “What was Nike thinking?” said Trump. Emerging markets account for $0.15 of every $1 in revenue that Nike earns. Race, ethnicity, income – the goal is directed … The company has come a long way since it was initially founded on a smile and a handshake, but there is still a lot of potential to achieve. Nike's targeting market is active people who enjoy high quality sporting goods, especially footwear. I wrote this quote in response to an analyst who constantly states that sneakerheads are a niche group who exist in an echo chamber. Nike has spent more than $3 billion over the last decade in advertising. The trademark swoosh symbol is known across all socioeconomic demographics and is a top desired brand no matter how much money a household may earn. One incident in Vietnam had a Nike supervisor hit 15 women with a shoe for poor sewing, sending two of them to the hospital. Of course higher income individuals receive more overall marketing targets, but this brand is unique because of its high level of saturation. Nike has focused its marketing efforts on the digital space in recent years. More than 12.6 million people “like” the brand on Facebook and Nike has more than 1 million followers on Twitter. They will have clearance stock or promotion through on or sell on shops. Segmentation Demographic Variables: •Age : 15-40, tweens and teens •Gender •Occupation •Generation 5. 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