Question

How does Nike make segmentation for the marketing in details?

Answer 1

Nike, this name has become a synonym for sports shoes. The brand sells a crapload of shoes. They have their stores all over the globe which serves wide range of people.

Now it will be very interesting to know that how Nike has segmented its market so that it can target the right bunch of customers. Nike has categorise its customers into four segments which are demographic, geographic, psychographic, and behavioral. Will discuss each of them one by one.

Demography: Nike has segmented the customers on the basis of different age group, gender and financial status. Different age group (15 to 55 years) and by gender. It has 3 categories, women products, men products and kids, this help the customers to have better shopping experience. Nike promote sale in different occasions in order to boost its business.

Geographic: Nike do understand the different culture and lifestyle habits of people around the world. They undersand the culture and lifestyle of different countries. For different countries they launch different products which fits into the requirements of regional customers. Like for winters Nike make clothes which can keep you warm but for countries like Singapore they only make products for summer as this country does not witness winters.

Psychographic: The brand provides its customers with varity of products which suits their interest. They have a mission which says “To bring inspiration and innovation to every athlete in the world” that’s why they try to meet the need of every customer. For example, young people prefer Nike shoes because it’s a fashion lifestyle with high quality and they want to follow the trend.

Behavioral: Nike knows that in order to satisfy the large chunk of people they need to keep on improving the product. Within the same product range they sometimes do the differentiation in oder to satisfy the requirement of different groups. For example Nike Air Force1 High iD and Nike Air Force 1 Med iD which are for the people who have different preferences.