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Nike Breakdown

Decent Essays

A. Segmentation Criteria

Demographic:

The age range of Nike is from infant to elderly. Their primary range would be the primary active/buying years from 18-45. However they design products for babies as well as youth, and many senior citizens still wear nike sweat suits, so its really wide open. Nike certainly does not target one gender intentionally harder then another. They do a good job of reaching out to both sexes very effectively. The average income attracted to nike would be middle class or higher. It is not an extremely expensive product, but in its industry is considered upper end. Since the brand is associated with athletics level of education is irrelevant. The two races most heavily targeted by Nike are Caucasian and …show more content…

Typical then usually showers and dresses for work. Typical loads up his nike gym bag with his gym cloths. He grabs his nike gym bag and brief case and heads to work. Typical finishes his work day and heads for the gym. Once at the gym Typical puts on his Nike shorts and shirt, and again his Nike shoes. Typical then finishes his workout and heads back home for dinner. Rotating with the gym is an adult soccer league, and coaching for youth football. In both cases the same Nike bag is brought and filled with appropriate Nike attire.

This product fits my lifestyle because I want to be the best. I want to always look my best and show confidence. I want to look like I’m the real deal but I also want to perform like it. Nike works for me because it gives me a slight edge in quality, it looks good to the eye, and shows people that I don’t mess around.

This product is high involvement. I see the swoosh every time I use the product. I use so many different Nike products, and so scattered throughout the day, I definitely use alot of Nike. Nike is certainly an item I specifically go out and purchase.

The positioning strategy of Nike is Product class. Nike is a high quality higher priced product. It is considered top of the line in it’s industry. Their position is the class of their brand. Nike’s “Just Do It” is a shade of the company’s confidence and assurance in telling their customers that it shouldn 't even be a choice between them and competitors. Their use of

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