Nike is one of the pioneers in marketing and has one of the strongest Marketing Mix. 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 uses different advertising models depending on the segment in the target market. Despite all of these emphasis points, Nike is still only ranked #5 as a brand with consumers in the core 18-24 age demographic. Nike also recorded comps store growth of 17% and higher e-commerce sales. Nike targets households and teens that have a particular desire to look athletic and fashionable at the same time. A liquor vendor, for instance, might want to target its marketing efforts based on the results of Gallup po… 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. Nike spent more than $3.2 billion to run ads in major media from 1995 through 2012. Allison Lee Marketing Manager. 6) Sufficiency Nike is a worthwhile target, they target on the needs and they undertake probability survey to whose finding project to the total market. "Everything we do starts with the consumer," CEO Mark Parker told investors during a … behavioral variables. Browse this series on Market Realist: Part 1 - Nike in 2015: An Earnings Smash, a Widening Moat, and Record Highs . Here’s how they’re going to be able to do it. 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 uses different advertising models depending on the segment in the target market. To become a legend, you must do more than just dress the part. Marital status 5. Nike's segmenting market typically target's athletes, both women and male generally from the ages 15 to 35. Emerging markets account for $0.15 of every $1 in revenue that Nike earns. According to the company's business overview, Nike brands each have distinct target audiences. This brand’s vision is to equip all teens with their athletic apparel in popular sports, most notably different versions of football around the world. Our website is made compliant with the GDPR requirements, ... Nike is really really good at using Social Media for marketing. Thanks for sharing. Most people associate footwear with the Nike brand and rightly so. 2. designing of product destination 12. Nike has plans to grow the business even larger by focusing on a few key demographics. This variable can be viewed regarding specific age ranges or life cycle stages: babies, children, adolescents, adults, middle-age, and seniors. Nike primarily targets consumers who are between 18-40 years of age. Once its made from the factory it is put in a box with the fresh brand of Jordans and shipped to a store Hispanics account … “I stand with Nike, all day, every day,” said LeBron. If Nike can make these transformations, then they really could change everything. When taking a workout class or running a half marathon voices of self doubt will and usually are heard. Race 7. Under Armour Target Market Demographics. Demographic segmentation is often the first step in creating customer profiles that help you make better products, messages, and close deals. 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. … No single distribution outlet outside of Nike’s retail outlets accounted for more than 10% of their overall revenues, proving the level of demographic diversification this brand has. The brand’s product line looks at the premium target market. Contents: Target Audience Segmentation: Geographic, Demographics, Psychographics, and Audience needs Factors.Audience segmentation theories- Maslow’s hierarchy and V.A.L.S (Values and Lifestyles) typology Model. This is why there is such an advertising push right now toward the younger demographics with this brand. Although with apparel and sports the market is pretty broad, for the most part this market is composed of teenagers and young adults. Strategy of targeting audience and market segmentation for campaign and advertising. 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. Every socioeconomic demographic has at least one core target area for Nike. The target market of the commercial are the fans of football and basketball. Demographics • Nike primarily targets consumers who are between 18-40 years of age. The . For demography segmentation, Nike has included different age group, gender and based on their targeted customer’s financial status. Who is the segment of p… Brand Finance names Nike 2019's most valuable fashion brand in the world. You must also be legendary in everything you do. Footwear revenues still account for 58% of Nike’s total overall revenues. Nike ranks second with consumers ages 45 to 65, third with consumers ages 25 to 44 and fifth with consumers ages 18 to 24. 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. Greater China revenues grew 19.4% year-over-year to $1.4 billion in 1H15. Nike is unique in the fact that they have a very general targeted demographic segment. The message that Nike spreads to every customer segment is simple. App. Nike's ad campaign with Colin Kaepernick hit the company's 18-to-29-year old male target audience. Streetwear’s biggest influences The majority (80%) of consumer respondents indicated that hip-hop/rap music was a major influence on streetwear, while almost half pointed to contemporary art (42%) and sports (40%) as influences. In comparison, Adidas moves just $25 million of footwear sales annually. Income level 4. Nike has vowed to remove social barriers and promote women's sneaker culture, as the female sportswear market grows steadily. Our results suggest that Nike is successfully speaking to its target audience - the future of sportswear spend is this younger demographic, and that it is willing to antagonise older, more conservative people to ensure its message cuts through is very telling. 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. It includes casual apparel and footwear products, which … Their age is from 13-22 who like to be trendy and look for their appearances. Let us take the best example of Nike. 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. The main Nike brand is most targeted towards athletes, selling related products such as shoes, sporting equipment and clothes. Age 3. Younger generations are concerned about philanthropic efforts with the brands they represent and it is known that Nike has in the past routinely violated minimum wage laws and forced overtime. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, and household status. It was very interesting and useful. 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. 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. It consists of rockers and rappers, artists and thinkers, entrepreneurs, athletes and other individuals – and not just professionals, but regular people, too. 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. Not usually. NIKE brands. The company is the biggest player in the athletic apparel market, with $28 billion in annual sales. 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. Nike and other brands target people who usually play sport and tend to use sport shoes in 2 biggest cities, that’s Ho Chi Minh and Ha Noi where famous brand name showroms are available the most. In many ways, it is the Coca Cola of its industry. “What was Nike thinking?” said Trump. 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. Nike’s target market is largely consumers ages 15–45. 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. Nike has spent more than $3 billion over the last decade in advertising. Part 2 - How Was Nike’s 4Q15 and 2014 Sales Performance in North America? Age : Following the manufactory, AIR MAX aims to people … • The goal is to equip teens under the age of 20 with athletic apparel, especially in sports like football and soccer. It would be a good idea to, for example, make more demographic-specific shoes with specific embroideries in order to attempt to target certain at-risk populations that are more likely to acquire certain diseases on the basis of physical inactivity—like the Nike N7 program and Nike Native American N7 shoe attempt to do. Nike's segmenting market typically target's athletes, both women and male generally from the ages 15 to 35. Targeting is the important aspect of the marketing strategy, especially when a company is in different businesses. Nike has an average annual worldwide revenue of $27.7 billion. For our case study we have concentrated on the traditional 4Ps marketing mix. Nike … 2) Besides, they target in different identifiable such as men sports running shoes and women sport running shoes.